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