This report analyzes the $4 billion U.S. market for household cleaning products—a mature market looking to shake itself out of growth doldrums by emphasizing anti-bacterial products, green or environmentally friendly packaging and formulations, and new or natural fragrances. The report offers in-depth coverage of market size for surface cleaners and specialty cleaners, including projections through 2003, sales-tracking data on marketer and brand shares, an analysis of marketer strategies and retail dynamics and a full presentation of consumer data on purchasing preferences and usage patterns. Individual sections are available.
The household cleaners market as defined by this report divides into two cate-gories: surface cleaners and specialty cleaners. The surface cleaners category com-prises six product segments: all-purpose cleaners/disinfectants, non-abrasive tub/tile cleaners, scouring pads/sponges, glass cleaners/ammonia, abrasive tub/tile cleaners, and floor cleaners/waxes. The specialty cleaners category also covers six product segments: rug/upholstery cleaners, toilet bowl cleaners, drain openers, spray disin-fectants, oven cleaners, and metal polishes. This report focuses on retail sales of household cleaning products through the primary mass-market outlets: supermarkets, mass merchandisers, and drugstores.
The information contained in this report is based on primary and secondary research. Primary research entailed on-site examination of household cleaning prod-ucts in retail stores and consultations with industry executives. Secondary research involved canvassing information and articles appearing in financial, marketing, and trade publications, company literature, and independent financial reports. Statistics on market revenues, revenue growth rates, marketer share, and share by retail sector are based on a careful evaluation of all available information on market sales and trends. In particular, statistics on market size and share are based mainly on InfoScan data supplied to Packaged Facts by Information Resources, Inc. Figures provided on national consumer advertising expenditures by individual marketers are based on Competitive Media Reporting (CMR) data, as reported in the trade press. The demo-graphic analysis of consumers of surface and specialty cleaner products is based on Simmons Market Research Bureau data for spring 1998.
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