• Report Scope and Methodology
• Scope
• Methodology
• The Market
  • Market Composition
  • Table 1-1 IRI-Tracked Sales of House Cleaning Categories, 2003-2004
  • Figure 1-1 U.S. Category Shares of House Cleaning Products, 2004
  
  
• Key Trends and Market Forecast
  • Changing Household Demographics
  • Natural Products
  • Innovation
  • Market Forecast
  • Table 1-2 U.S. House Cleaner Market Retail Sales Projections, 2005- 2009
  • The Marketers
    • Table 1-3 U.S. Sales of Top 10 House Cleaner Marketers, 2003-2004
    • Table 1-4 U.S. Sales of Top 10 House Cleaner Brands, 2003-2004
    • Marketing Initiatives
    
    
  • The Consumer

Chapter 2 The Market

• Introduction
  • Product Description
  • Industry Overview
    • Figure 2-1 U.S. Retail Sales of HH Cleaners, 2000-2004
    • Market Composition
    • Table 2-1 IRI-Tracked Sales of Household Cleaner Categories, 2000-2004
    • Table 2-2 U.S. Household Cleaners Categories’ Share, 2000-2004
    
    
  • Growth Factors
    • Non-Toxic, Eco-friendly Products
    • Innovation
    • Pre-treated Cleaners
    • Misleading Product Labels A Major Challenge
    
    
  • Market Forecast
    • Figure 2-2 U.S. House Cleaner Market Retail Sales Projections, 2005- 2009

Chapter 3 The Marketers

• Air Fresheners
  • Market Size and Growth
  • Table 3-1 IRI-Tracked Air Freshener Sales, 2000-2004
  • Marketers
  • Table 3-2 IRI-Tracked Sales of Top 10 Air Freshener Marketers
  • Table 3-3 U.S. Top 10 Air freshener Marketers’ Share, 2000-2004
  • Brands
  • Table 3-4 IRI-Tracked Sales of Top 10 Air Freshener Brands, 2000-2004
  • New Product Introductions
  • Table 3-6 New Air Fresheners Product Introductions, 2004
  • Table 3-6 [Cont.] New Air Fresheners Product Introductions, 2004
  • Table 3-6 [Cont.] New Air Fresheners Product Introductions, 2004
  • Market Forecast: Air Fresheners
  • Table 3-7 Projected Air Fresheners Market, 2005-2009
  
  
• Dish Soap & Dishwashing Detergents
• Dish Soaps
  • Market Size and Growth
  • Table 3-7 IRI-Tracked Dish Soap Sales, 2000-2004
  • Marketers
  • Table 3-8 IRI-Tracked Sales of Top 10 Dish Detergent Marketers, 2000- 2004
  • Table 3-9 U.S. Market Shares of Top 10 Dish Detergent Marketers, 2000-2004
  • Brands
  • Table 3-10 IRI-Tracked Sales of Top 10 Dish Soap Brands
  
  
• Dishwasher Detergent
  • Market Size and Growth
  • Table 3-11 IRI-Tracked Dishwasher Detergent Sales, 2000-2004
  • Marketers
  • Table 3-12 IRI-Tracked Sales of Top 10 Dishwasher Detergent Marketers
  • Table 3-13 U.S. Market Share of Top 10 Dishwasher Detergent Marketers
  • Brands
  • Table 3-14 IRI-Tracked Sales of Top 10 Dishwasher Detergents Brands
  • New Product Introductions: Dish Detergent
  • Table 3-15 Dish Detergent Product Introductions, 2004
  • Market Forecast: Dish Detergents
  • Table 3-16 Projected Dish Detergent Market, 2005-2009
  
  
• Floor Cleaners
  • Market Size and Growth
  • Table 3-17 IRI-Tracked Floor Cleaner Sales, 2000-2004
  • Marketers
  • Table 3-18 IRI-Tracked Sales of Top 10 Floor Cleaner Marketers
  • Table 3-19 U.S. Market Share Top 10 Floor Cleaners Marketers, 2000- 2004
  • Brands
  • Table 3-20 IRI-Tracked Sales of Top 10 Floor Cleaner Brands
  • New Product Introductions: Floor Cleaners
  • Table 3-21 U.S. Floor Cleaner Category, New Product Introductions, 2004
  • Market Forecast: Floor Cleaners
  • Table 3-22 Projected Floor Cleaners Market, 2005-2009
  
  
• Furniture/Upholstery Cleaners
  • Market Size and Growth
  • Table 3-23 IRI-Tracked Furniture/Upholstery Cleaner Sales, 2000-2004
  • Marketers
  • Table 3-24 IRI-Tracked Sales of Top 10 Furniture/Upholstery Cleaner Marketers, 2000-2004
  • Table 3-25 U.S. Market Shares of Top 10 Furniture/Upholstery Cleaner Marketers
  • Brands
  • Table 3-24 IRI-Tracked Sales of Top 10 Furniture/Upholstery Cleaner Brands
  • New Product Introductions
  • Table 3-26 Furniture/Upholstery Cleaners Product Introductions, 2004
  • Market Forecast: Furniture/Upholstery Cleaners
  • Table 3-27 Projected Furniture/Upholstery Cleaner Market, 2005-2009
  
  
• Treated Scouring Pads and Wipes
  • Market Size and Growth
  • Table 3-28 IRI-Tracked Sales of Treated Scouring Pads/Wipes, 2000- 2004
  • Marketers
  • Table 3-29 IRI-Tracked Sales of Top 10 Treated Scouring Pads/Wipes Marketers, 2000-2004
  • Table 3-30 U.S. Market Shares of Top 10 Treated Scouring Pads/Wipes Marketers, 2000-2004
  • Brands
  • Table 3-31 IRI-Tracked Sales of Top 10 Treated Scouring Pads/Wipes Brands, 2000-2004
  • New Product Introductions
  • Table 3-32 Treated Scouring Pads/Wipes Product Introductions, 2004
  • Market Forecast: Treated Scouring Pads/Wipes
  • Table 3-32 Projected Treated Scouring Pads/Wipes Market, 2005-2009
  
  
• Bathroom Cleaners
  • Market Size and Growth
  • Table 3-33 IRI-Tracked Sales of Bathroom Cleaners, 2000-2004
  • Marketers
  • Table 3-34 IRI-Tracked Sales of Top 10 Bathroom Cleaner Marketers, 2000-2004
  • Table 3-35 U.S. Market Shares of Top 10 Bathroom Cleaner Marketers, 2000-2004
  • Brands
  • Table 3-36 IRI-Tracked Sales of Top 10 Bathroom Cleaner Brands, 2000-2004
  • New Product Introductions
  • Table 3-37 Bathroom Cleaners Product Introductions, 2004
  • Market Forecast: Bathroom Cleaners
  • Table 3-38 Projected Bathroom Cleaner Market, 2005-2009
  
  
• Multipurpose Cleaners
  • Market Size and Growth
  • Table 3-39 IRI-Tracked Sales of Multipurpose Cleaners, 2000-2004
  • Marketers
  • Table 3-40 IRI-Tracked Sales of Top 10 Multipurpose Cleaner Marketers, 2000-2004
  • Table 3-41 U.S. Market Shares of Top 10 Multipurpose Cleaner Marketers, 2000-2004
  • Brands
  • Table 3-42 IRI-Tracked Sales of Top 10 Multipurpose Cleaner Brands, 2000-2004
  • New Product Introductions
  • Table 3-43 Multipurpose Cleaner Product Introductions
  • Market Forecast: Multipurpose Cleaners
  • Table 3-44 Projected Multipurpose Cleaner Market, 2005-2009
  
  
• Glass Cleaner
  • Market Size and Growth
  • Table 3-45 IRI-Tracked Sales of Glass Cleaners, 2000-2004
  • Marketers
  • Table 3-46 IRI-Tracked Sales of Top 10 Glass Cleaners Marketers, 2000-2004
  • Table 3-47 U.S. Market Shares of Top 10 Glass Cleaner Marketers, 2000-2004
  • Brands
  • Table 3-48 IRI-Tracked Sales of Top 10 Glass Cleaner Brands, 2000- 2004
  • Market Forecast: Glass Cleaners
  • Table 3-49 Projected Glass Cleaner Market, 2005-2009 (in million $)
  
  
• Oven/Appliance Cleaners
  • Table 3-50 IRI-Tracked Sales of Appliance Cleaners, 2000-2004
  • Marketers
  • Table 3-51 IRI-Tracked Sales of Top 10 Appliance Cleaner Marketers, 2000-2004
  • Table 3-52 U.S. Market Shares of Top 10 Appliance Cleaner Marketers, 2000-2004
  • Brands
  • Table 3-53 IRI-Tracked Sales of Top 10 Appliance Cleaner Brands, 2000-2004
  • Market Forecast: Appliance Cleaners
  • Table 3-54 Projected Appliance Cleaner Market, 2005-2009
  
  
• Miscellaneous
  • Market Size and Growth
  • Table 3-55 IRI-Tracked Sales of Miscellaneous Home Cleaning Products, 2000-2004
  • Marketers
  • Table 3-56 IRI-Tracked Sales of Top 10 Miscellaneous Home Cleaning Product Marketers, 2000-2004
  • Table 3-57 U.S. Top 10 Miscellaneous Home Cleaning Product Marketers’ Shares, 2000-2004
  • Brands
  • Table 3-58 U.S. Top 10 Miscellaneous Home Cleaning Brands’ IRI- Tracked Sales, 2000-2004
  • Market Forecast: Miscellaenous Cleaners
  • Table 3-59 Projected Miscellaneous Home Cleaning Market, 2005-2009
  
  
• Private Label Products
  • Table 3-60 IRI-Tracked Sales of Private Label House Cleaning Products,
  • 2000-2004, (in million $)
  • Table 3-61 IRI-Tracked Category Sales of Private Label Household Cleaning Products, 2000-2004 (in million $)

Chapter 4 Company Profiles

• Procter & Gamble (P&G)
  • Overview
  • Table 4-1 P&G Top Home Cleaning Brand Portfolio
  • Figure 4-1 IRI-Tracked Sales for P&G House Cleaner Products, 2000- 2004
  • Figure 4-2 Household Cleaning Category Share of P&G (2004)
  
  
• Reckitt Benckiser Inc.
  • Overview
  • Table 4-2 Reckitt Benckiser Top Home Cleaning Brand Portfolio
  • Table 4-2 (cont.) Reckitt Benckiser Top Home Cleaning Brand Portfolio
  • Figure 4-3 IRI-Tracked Sales for Reckitt Benckiser House Cleaner Products, 2000-2004
  • Figure 4-4 Household Cleaning Category Share of Reckitt Benckiser Inc.
  
  
• SC Johnson & Son Inc.
  • Overview
  • Table 4-3 SC Johnson & Son Inc. Top Home Cleaning Brand Portfolio
  • Figure 4-5 IRI-Tracked Sales for SC Johnson & Son Inc. House Cleaner Products, 2000-2004
  • Figure 4-6 Household Cleaning Category Share of SC Johnson & Son Inc. (2004)
  
  
• The Clorox Company
  • Overview
  • Table 4-4 Clorox Company Top Home Cleaning Brand Portfolio Brands
  • Figure 4-7 IRI-Tracked Sales for Clorox Company House Cleaner Products, 2000-2004
  • Figure 4-8 Household Cleaning Category Share of The Clorox Company -2004
  
  
• Colgate-Palmolive Company Ltd.
  • Overview
  • Table 4-5 Colgate-Palmolive Top Home Cleaning Brand Portfolio
  • Figure 4-9 IRI-Tracked Sales for Colgate-Palmolive House Cleaner Products 2000-2004
  • Figure 4-10 Household Cleaning Category Share of Colgate-Palmolive -2004
  • 3M
    • Overview
    • Table 4-7 3M Top Home Cleaning Brand Portfolio
    • Figure 4-11 IRI-Tracked Sales for 3M House Cleaner Products, 2000- 2004
    • Figure 4-12 Household Cleaning Category Share of 3M (2004)
    
    
  • Church & Dwight Co. Inc.
    • Overview
    • Table 4-8 Church & Dwight Co. Inc. Top Home Cleaning Brand Portfolio
    • Figure 4-13 IRI-Tracked Sales for Church & Dwight Co. Inc. House Cleaner Products, 2000-2004
    • Figure 4-14 Household Cleaning Category Share of Church & Dwight Co. Inc. (2004)
    
    
  • WD-40 Co.
    • Overview
    • Table 4-9 WD-40 Co. Inc. Top Home Cleaning Brand Portfolio
    • Figure 4-15 IRI-Tracked Sales for WD-40 Co. House Cleaner Products, 2000-2004
    • Figure 4-16 Household Cleaning Category Share of WD-40 Co. (2004)
    
    
  • Prestige Brands Holdings Inc.
    • Overview
    • Table 4-10 Prestige Brands Holdings Inc. Top Home Cleaning Brand Portfolio
    • Figure 4-17 IRI-Tracked Sales for Prestige Brands Holdings Inc. House Cleaner Products, 2000-2004
    
    
  • HomeCare Labs Inc.
    • Overview
    • Table 4-11 HomeCare Labs Inc. Top Home Cleaning Brand Portfolio
    • Figure 4-18 IRI-Tracked Sales for HomeCare Labs Inc. House Cleaner Products, 2000-2004
    • Figure 4-19 IRI-Tracked Sales for HomeCare Labs Inc. House Cleaner Products, 2000-2004
    
    
  • The Dial Corporation
    • Overview
    • Table 4-12 Dial Corporation Top Home Cleaning Brand Portfolio
    • Figure 4-20 IRI-Tracked Sales for Dial Corporation House Cleaner Products, 2000-2004
    
    
  • Rug Doctor
    • Overview
    • Figure 4-21 IRI-Tracked Sales for Rug Doctor House Cleaner Products, 2000-2004
    
    
  • Bissell Homecare Inc.
    • Overview
    • Table 4-13 Bissell Homecare Inc. Top Home Cleaning Brand Portfolio
    • Figure 4-22 IRI-Tracked Sales for Bissell Homecare Inc. House Cleaner Products, 2000-2004
    
    
  • Sara Lee Household & Body Care
    • Overview
    • Figure 4-14 Sara Lee Corporation Top Home Cleaning Brand Portfolio
    • Figure 4-23 IRI-Tracked Sales for Sara Lee Corporation House Cleaner Products, 2000-2004
    • Figure 4-24 Household cleaning category share of Sara Lee (2004)

Chapter 5 Marketing Dynamics

• Overview
• Advertising
  • SC Johnson & Son Leads
  • Table 5-1 Top U.S. Household Cleaner Marketers by Ad Spend, 2004 Table 5-2 Top 10 U.S. Household Cleaner Brands by Ad Spend, 2004
  
  Retailing
  • FSI Coupon Distribution Declines
  • Table 5-3 Top 10 FSI Product Types by Coupons Distributed, 2003-2004
  • Online Coupons
  
  
• Promotions
  • Couch Appreciation Month
  • Cross-branding
  • Lysol - Court TV
  • Lysol & The Great American Cleanup
  
  
• New Product Introductions
  • Table 5-4 Top 10 U.S. Household Cleaner Marketers by New Product
  • SKUs Launched, 2004
  • Table 5-5 Top U.S. Household Cleaner Brands by New Product SKUs Launched, 2004
  • Formulation Innovations
  • Table 5-6 U.S. Household Cleaning Products Launched, Based on Innovative Formulations, 2004
  • Table 5-7 U.S. Household Cleaning Products Launched, Based on Innovative Formulations & Positioning, 2004
  • Packaging Innovations
  • Table 5-8 U.S. Household Cleaning Products Launched, Based on Innovative Packaging, 2004
  • Table 5-9 U.S. Household Cleaning Products Launched, Based on Other Innovations, 2004
  • Natural Products Form Bulk of Product Launches
  • Table 5-10 U.S. Air Fresheners Launched with ‘Natural’ Package Tag, 2004
  • Table 5-11 U.S. Miscellaneous Cleaners Launched with ‘Natural’ Package Tag, 2004
  • Table 5-12 U.S. Dish Detergents Launched with ‘Natural’ Package Tag, 2004
  • Table 5-13 U.S. Dish Detergents Launched with ‘Biodegradable’ Package Tag, 2004
  • Table 5-14 U.S. Furniture / Upholstery Cleaners Launched with ‘Natural’ Package Tag, 2004
  • Table 5-15 U.S. All-Purpose Cleaners Launched with ‘Natural’ Package Tag, 2004
  • Table 5-16 U.S. Toilet Cleaners Launched with ‘Natural’ Package Tag, 2004
  • Table 5-17 U.S. Household Cleaners Launched with ‘No Chemicals’ Package Tag, 2004
  • Biodegradable Products
  • Table 5-18 U.S. Household Cleaners Launched with ‘Biodegradable’ Package Tag, 2004
  • Table 5-19 U.S. Air Fresheners Launched with ‘Reusable’ Package Tag, 2004
  • Table 5-20 U.S. Other Household Cleaners Launched with ‘Reusable’ Package Tag, 2004
  • Convenience
  • Table 5-21 U.S. All-Purpose Cleaners & Disinfectants Launched with ‘Quick’ Package Tag, 2004
  • Table 5-22 U.S. Other Household Cleaning Products Launched with ‘Quick’ Package Tag, 2004
  • Table 5-23 U.S. Deodorizers & Air Fresheners Launched with ‘Quick’ Package Tag, 2004
  • Table 5-24 U.S. Floor Cleaners Launched with ‘Quick’ Package Tag, 2004
  • Table 5-25 U.S. Furniture / Upholstery Cleaners Launched with ‘Quick’ Package Tag, 2004
  • Table 5-26 U.S. Toilet Cleaners Launched with ‘Quick’ Package Tag, 2004
  • Consumers Willing to Spend
  • Table 5-27 U.S. Other Household Cleaning Products Launched with ‘Upscale’ Package Tag, 2004
  • Table 5-28 U.S. Deodorizers & Air Fresheners Launched with ‘Upscale’ Package Tag, 2004
  • Table 5-29 U.S. Dish Soaps & Detergents Launched with ‘Upscale’ Package Tag, 2004
  • Table 5-30 U.S. All-Purpose Cleaners Launched with ‘Upscale’ Package Tag, 2004
  • Scented Products Take Center Stage
  • Table 5-31 U.S. Scented All-Purpose Cleaners Launched, 2004
  • Table 5-32 U.S. Scented Pre-Treated Wipes / Pads Launched, 2004
  • Table 5-33 U.S. Scented Dish Detergents Launched, 2004
  • Table 5-34 U.S. Scented Floor Cleaners Launched, 2004
  • Table 5-35 U.S. Scented Furniture / Upholstery Cleaners Launched, 2004
  • Table 5-36 U.S. Scented All Purpose Cleaners Launched, 2004
  • Table 5-37 U.S. Scented Toilet Cleaners Launched, 2004

Chapter 6 The Consumer

• Air Fresheners
• Figure 6-1 U.S. Air Freshener Users, 2004 (%)
• Table 6-1 Demographic Profile of Adult U.S. Air Freshener Consumer, 2004
• Frequency of Use
• Table 6-2 U.S. Air Freshener Usage Rate, 2004
• Brand Preferences
• Table 6-3 Brand Preferences for Air Fresheners, 2004 (%)
• Table 6-4 Consumer Profile: Glade Air Freshener
• Dishwashing Liquid & Dishwasher Detergent
  • Figure 6-2 U.S. Dishwashing Liquid (Not Automatic Dishwasher) Users,
  • 2004 (%)
  • Table 6-5 Demographic Profile of Adult U.S. Dishwashing Liquid Consumers, 2004
  • Brand Preference
  • Table 6-6 Percentage of U.S. Consumers Favoring Dishwashing Liquid by Brand
  • Table 6-7 Consumer Profile: Dawn Dishwashing Liquid
  • Table 6-8 Consumer Profile: Palmolive Dishwashing Liquid
  • Nearly 40% Hand Wash At Least 2 Loads of Dishes Daily
  • Table 6-9 U.S. Consumer Rate of Dish Loads Hand Washed Per Week
  • Automatic Dishwasher Detergent
  • Table 6-10 Users of Automatic Dishwasher Detergent by Household Income (%) Figure 6-3 U.S. Automatic Dishwasher Detergent Users, 2004 (%)
  • Table 6-11 Demographic Profile of Adult U.S. Automatic Dishwasher Detergent Consumers, 2004
  • Brand Preference
  • Table 6-12 U.S. Consumers Favoring Automatic Dishwasher Detergent by Brand, 2004
  • Table 6-13 Consumer Profile: Cascade
  • Dishwasher Use Less Than Hand-Washing
  • Table 6-14 U.S. Automatic Dishwasher Detergent Usage Rate, 2004
  
  
• Bathroom & Toilet Bowl Cleaners
  • Figure 6-4 In-Bowl Toilet Bowl Cleaner Users, 2004 (%)
  • Figure 6-5 In-Tank Toilet Bowl Cleaner Users, 2004 (%)
  • Figure 6-6 Abrasive Cleaners & Scouring Powder Users, 2004 (%)
  • Table 6-15 Demographic Profile of Adult U.S. Bathroom Cleaner Consumers, 2004
  • Most Use Clorox to Clean Toilet Bowls
  • Table 6-16 U.S. Consumers Favoring In-Bowl Toilet Cleaner by Brand, 2004 (%)
  • Table 6-17 U.S. Consumers Favoring In-Tank Toilet Bowl Cleaner by Brand, 2004 (%)
  • A Little Goes a Long Way
  • Table 6-18 U.S. In-Bowl Toilet Cleaner Usage Rate, 2004 (%)
  • Table 6-19 U.S. In-Tank Toilet Bowl Cleaner Usage Rate, 2004 (%)
  
  
• Floor Cleaners
  • Figure 6-7 U.S. Floor Wax/Polish Users, 2004 (%)
  • Figure 6-8 U.S. Household Clean Disposable Wipes/Floor Cleaners Users, 2004 (%)
  • Table 6-20 Demographic Profile of Adult U.S. Floor Cleaner Consumers, 2004
  • Mop & Glo Tops the Brand Preference List
  • Table 6-21 U.S. Consumers Favoring Floor Cleaners by Brand, 2004 (%)
  • Slow Rate of Use for Floor Cleaners
  • Table 6-22 Floor wax/Polish Usage Rate, 2004 (%)
  
  
• Multipurpose Household Cleaners
  • Figure 6-9 U.S. Multipurpose Cleaners Users, 2004 (%)
  • Table 6-23 Demographic Profile of Adult U.S. Multipurpose Household Cleaner Consumers, 2004
  • Clorox Clean Ups Top-Cited Brand
  • Table 6-24 U.S. Consumers Favoring Multipurpose Household Cleaners by Brand, 2004 (%)
  • Nearly Half of Consumers Use At Least 5 Containers
  • Table 6-25 U.S. Multipurpose Cleaners Usage Rate, 2004 (%)
  
  
• Scouring Pads & Metal Polish/Cleaner
  • Figure 6-10 U.S. Scouring Pads/Sponge Users, 2004 (%)
  • Table 6-26 Demographic Profile of Adult U.S. Scouring Pad/Metal Polish Consumers, 2004
  • Brillo, Scotch Brite Top Brands
  • Table 6-27 U.S. Consumers Favoring Treated Scouring Pad/Sponges by Brand, 2004 (%)
  • Usage Rate
  • Table 6-28 Scouring Pads/Sponges Usage Rate, 2004 (%)
  
  
• Oven Cleaners
  • Figure 6-11 U.S. Oven Cleaner Users, 2004 (%)
  • Table 6-29 Demographic Profile of Adult U.S. Appliance Cleaner Consumers, 2004
  • Easy Off Overshadows Other Brands
  • Table 6-30 Top Oven-Cleaning Brands, 2004 (%)
  
  
• Furniture/Upholstery Cleaners
  • Figure 6-12 U.S. Furniture Polish Users, 2004 (%)
  • Figure 6-13 Rug Cleaner/Shampoo Users, 2004 (%)
  • Figure 6-14 Rug Deodorizer Users, 2004 (%)
  • Table 6-32 Demographic Profile of Adult U.S. Furniture/Upholstery Cleaner Consumers, 2004 (index)
  • Table 6-32 Demographic Profile of Adult U.S. Furniture/Upholstery Cleaner Consumers, 2004 (index)
  • Brand Preference
  • Table 6-33 Consumers Favoring Rug Cleaners/Shampoos by Brand, 2004 (%)
  • Table 6-34 Consumers Favoring Rug Deodorizer/Freshener by Brand, 2004 (%)
  • Table 6-35 Consumer Profile: Febreze Carpet Deodorizer
  • Usage Rate
  • Table 6-36 Rug Cleaners/Shampoos Usage Rate, 2004 (%)
  • Table 6-37 Rug Deodorizer/Freshener Usage Rate, 2004 (%)
  
  
• Glass Cleaners
  • Figure 6-15 U.S. Window and Glass Cleaner Users, 2004 (%)
  • Table 6-38 Demographic Profile of Adult U.S. Glass Cleaner
  • Consumers, 2004
  • Windex Wipes-Up
  • Table 6-39 Consumers Favoring Glass Cleaner by Brand, 2004 (%)
  • Table 6-40 Consumer Profile: Windex

Chapter 7 Key Trends

• Growth in Dual Income Households
• Table 7-1 U.S. Households with Two Earning Members, 1999-2003
• Increasing Food Expenditure Outside Homes
• Table 7-2 U.S. Household Annual Food Expenditure Away from Home
• Faster Growth in Number of Two-Member Households
• Table 7-3 U.S. Households by Number of Members
• Non-Toxic, Eco-Friendly Products
• Product Innovation
• Pre-treated Cleaners
• Product Labeling

Appendix: Addresses of Selected Marketers