US home care packaging market driven by stand-up pouches

Press Release   •   Jul 11, 2013 14:25 BST

Unit volume sales within the US home care packaging market declined by 1% in 2012, to reach 5.8 billion units.

According to a recent report, 'Home Care Packaging in the US,' stand-up pouches represented the fastest-growing pack type in 2012, growing by 28%.

The packaging type is normally one of the more dynamic growth areas of packaging due to the incredible growth of automatic dishwashing detergent pods since 2009, when the phosphate ban was enacted. However, with the addition of liquid laundry tablets in 2012, the growth was more pronounced.

Laundry care received one of its most dramatic shake-ups in nearly a decade with the introduction of liquid laundry detergent tablets. The product, while common in many other countries, had not previously been offered by many of the major laundry detergent manufacturers.

Now, liquid laundry tablets have been launched by nearly every single major liquid laundry manufacturer, and have quickly been introduced to nearly every major distributor in the US.

These products, while more expensive than other laundry detergents, offer premeasured detergents in a dissolvable pouch. Almost every major brand of liquid laundry tablets comes in stand-up pouches for the majority of the product line-up.

Automatic dishwashing pods have become a key focus for manufacturers, and many are trying to lure consumers to the product type by utilising packaging, specifically various packaging sizes.

These products help to get people to try the product and are typically less than a dollar per trial size. Manufacturers also market their normal pouches that are typically seen in mass merchandisers, drugstores, and supermarkets.

Thin wall plastic containers experienced explosive 64% growth in air care in 2012 as Febreze Set and Refresh begins to find immense popularity. The new product by Procter & Gamble is an extension of its Febreze brand air fresheners, comprised of small plastic holders that consumers place thin wall plastic oil scent packs into. The scent is then dispersed through a membrane.

Consumers enjoy the product as it is easy to use, requires no electricity, is attractive enough to be displayed in the home, and allows them to constantly vary the scents that they use in their home.

For more information on the US home care packaging market, see the latest research: US Home Care Packaging Market

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