Gartner for Marketers Research

Gartner L2 Digital IQ Index January 25, 2018

Home Care U.S. 2018

E-commerce is expected to account for 78% of all sales growth in the U.S. CPG industry between now and 2020, and strong performance across multiple e-tailer platforms is increasingly critical to a brand’s bottom line. Although Amazon remains the top platform, Walmart’s online sales grew twice as fast as Amazon’s in 2017, and Target doubled down on compelling fulfillment initiatives. As brands come to rely even more on their distribution partners, many are paring down their roster of display ad publishers and increasing the number of ads they serve on e-tailer platforms. By deploying smart e-tailer strategies and strengthening their sites with SEO-optimized tutorial content, a few standout home care brands are dominating the landscape.

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    Rankings

    74 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    Tide

    Genius

    2

    Clorox

    Genius

    3

    Seventh Generation

    Genius

    4

    Swiffer

    Gifted

    5

    Charmin

    Gifted

    6

    Cascade

    Gifted

    6

    Glade

    Gifted

    8

    Kleenex

    Gifted

    8

    Lysol

    Gifted

    8

    Mrs. Meyer's Clean Day

    Gifted

    11

    Downy

    Gifted

    12

    Febreze

    Gifted

    13

    Air Wick

    Gifted

    13

    Cottonelle

    Gifted

    15

    Arm & Hammer

    Gifted

    15

    Bounty

    Gifted

    17

    Glad

    Gifted

    18

    Dreft

    Gifted

    19

    Method

    Gifted

    19

    Scott

    Gifted

    19

    Yankee Candle

    Gifted

    22

    Rubbermaid

    Gifted

    23

    Ziploc

    Gifted

    24

    Dawn

    Gifted

    24

    Reynolds

    Gifted

    26

    Quilted Northern

    Gifted

    27

    Hefty

    Gifted

    27

    Scrubbing Bubbles

    Gifted

    29

    Gain

    Gifted

    30

    OxiClean

    Gifted

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