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.

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