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Marketers' success in catering to trends such as scented products and allergenic/green products, and their development of new product types that have gained consumer acceptance (fabric refresher sprays and home dry cleaning kits, for example) have combined to accelerate growth in the $10 billion laundry care market. Most of the market's segments have been growing at better than 5% annually, and laundry detergent liquid, the market's largest segment, has enjoyed double-digit increases. Consumers have proved receptive to innovation and are willing to up their spending. Accordingly, Procter & Gamble and Unilever, the two top marketers, have decided the time is now ripe for laundry detergent tablets, an established segment in parts of Europe, to make their appearance here. (P&G also felt the market was healthy enough to bear a 6.4% average hike in its detergent prices last September.)

This Packaged Facts report traces sales since 1996 and offers projections, with supporting evidence, through 2005 for each product segment, including fabric softener, bleach, and other treatment/specialty products. It lists and discusses new product introductions and details the wide-ranging marketing efforts to support them. The report also breaks out sales by distribution channel and describes the strategies and merchandising approaches of the two venues vying for supremacy—supermarkets and mass merchandisers. It analyzes consumer usage both by segment and brand. Finally, all of the leading marketers are profiled, including Procter & Gamble, Unilever, Clorox, Dial, Church & Dwight, USA Detergents, Colgate-Palmolive, Reckitt Benckiser, and SC Johnson.

Additional Information

Scope And Methodology

Market Definition

This Packaged Facts study examines the U.S. market for laundry care products, as retailed through a variety of outlets as well as online. The focus is on the domestic market, although foreign markets are discussed as they bear on developments in this country. The products covered are those used as part of the home laundry cycle—to prepare clothes, linens, and other fabrics for the washing machine or dryer, to remove dirt from them, and to otherwise improve their look and feel. Fabric refreshers (essentially fabric deodorizers) are included in the qualitative discussion, but not in the market sales data or projections.

Product Categories and Segments

Packaged Facts divides the laundry care market into two categories, laundry detergent and treatment/specialty products. Laundry detergent consists of three segments, liquid, powder, and other (constituting mainly home drycleaning products); laundry detergent tablets, introduced to the U.S. market in fall 2000, are included in the powder segment. The treatment/specialty products category encompasses two subcategories, fabric softener/static control and bleach/bluing, with a total of five segments between them, plus four additional segments. The fabric softener/static control subcategory is composed of fabric softener liquid, fabric softener sheets, and static-control products. The bleach/bluing subcategory consists of the liquid bleach and dry bleach/bluing segments. The other segments of treatment/specialty products are prewash/additive, laundry starch, water softener, and fine washable detergent.

Report Methodology

The information contained in this report was obtained from both primary and secondary research. Primary research entailed consultation with industry sources and on-site examination of the retail milieu. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature and corporate annual reports. Packaged Facts has derived sales figures mainly from Information Resources, Inc. (IRI) scanner-based data on sales through mass-market (supermarket, mass-merchandiser, drugstore) channels, although estimates of the total retail universe are also provided for the market as a whole, and as market projections. Figures on national consumer advertising expenditures are based on data (copyright 2000) compiled by CMR, a Taylor Nelson Sofres company, the nation's largest advertising tracking service. The analysis of consumer demographics derives primarily from Simmons Market Research Bureau data for spring 2000, based on 33,502 respondents.

Can your company cash in on “green” laundry care products?

Allergenic and environment-friendly laundry care products have gained consumer support, creating new niches in this competitive $10 billion market.

The U.S. Laundry Care Market, from Packaged Facts, is just the tool you need to stay ahead of the competition and be first to identify strategic opportunities for your company. This in-depth report covers developments in the major areas of laundry care products, focusing on innovations made in each of these fields:

• Laundry Detergent
  • liquid
  • powder
• Treatment/Specialty Products
  • fabric softener/static control
  • bleach/bluing
  • fine washable detergent
  • prewash/additive
  • starch
  • water softener

The U.S. Laundry Care Market provides you with the necessary insight into your current and projected market to formulate on-target business plans, execute the right marketing strategies, and budget resources properly.

For example, read how:

• Consumer demand has extended beyond “green” ingredients to include new product types (fabric refresher sprays, home dry cleaning kits) and forms (detergent tablets.)
• Supermarkets are fighting to maintain their number-one position against rapidly gaining mass merchandisers/supercenters.
• Private-label products, like Wal-Mart’s new Sam’s American Choice laundry detergent, may become major market innovators.

And now The U.S. Laundry Care Market is available through MarketResearch.com, the leading provider of global market intelligence products and services. With MarketResearch.com, you can purchase The U.S. Laundry Care Market as a complete study, or buy discrete segments using the options below:

• MarketLooks – concise, graphic-rich summaries of full-length market research reports available for online delivery. These PowerPoint slides provide industry high points in a presentation-ready format.
• Buy By the Slice –a cost-effective option that enables you to select and purchase exactly what you value most.

Issues Addressed:

• Current & Projected Market Growth
• Factors Affecting Market Growth
• New Product Development
• -convenience/scented/anti-allergen/niche
• International Market Trends
• Wal-Mart vs. Supermarkets
• Mergers & Acquisitions
• Regulations & Legislation
• Consumer Profile
• Distribution Trends
• Internet Market
• Ad/Promo Trends

Companies Profiled:

• Amway
• Church & Dwight
• Clorox
• Colgate-Palmolive
• Dial
• Huish Detergents
• Procter & Gamble
• Reckitt Benckiser
• Redox
• SC Johnson
• Unilever
• USA Detergents

Categories Covered:

• Laundry Detergent
  • -liquid
  • -powder
• Treatment/Specialty Products
  • -fabric softener/static control
  • -bleach/bluing
  • -fine washable detergent
  • -prewash/additive
  • -starch
  • -water softener
  • -home drycleaning

Abridged List of Tables and Graphs:

• U.S. Sales by Category
• Leading Marketers and Brands
• Share of Market by Brand, Retail Outlet
• New Product Introductions
• Demographic Breakouts

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