Home care brands in the U.S. face strong headwinds across the digital ecosystem. With consumer demand for transparency on the rise, legacy brands have been slower to integrate ingredients onto sites compared to smaller, more nimble competitors. Even as brand building transitions to digital, most home care brands have yet to find their footing on visual-first platforms like Instagram. Additionally, Amazon’s growing advertising business and expanding private-label assortment increasingly threaten brands’ visibility and overall performance on the platform. With pressure mounting, brands must maximize the potential of their creative assets across top-of-the-funnel marketing channels, adapt to new digital platforms and coordinate e-commerce media budgets to increase their share of online baskets.
Digital IQ Index March 5, 2019
Home Care US 2019
Rankings
82 Brands
Key
-
Genius
-
Gifted
-
Average
-
Challenged
-
Feeble
-
Rank Unavailable
Rank
Brand
Class
1
Clorox
Genius
2
Tide
Genius
3
Ziploc
Gifted
4
Febreze
Gifted
5
Seventh Generation
Gifted
6
Mrs. Meyer's Clean Day
Gifted
7
Arm & Hammer
Gifted
7
Charmin
Gifted
7
Dawn
Gifted
10
Downy
Gifted
11
Swiffer
Gifted
12
Scotts
Gifted
13
Miracle-Gro
Gifted
14
Cottonelle
Gifted
15
Kleenex
Gifted
15
17
17
17
20
21
22
23
24
25
26
26
26
26
30
Digital IQ Score By Dimension
Clear
Key
-
Site & E-Commerce
-
Digital Marketing
-
Mobile & Tablets
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