• Market Size and Growth
• Figure 1-1 U.S. Retail Sales for the Laundry Care Products Market, 2002-2006 (in billion $)
• Table 1-1 IRI-tracked Sales for Laundry Care Products by Category, 2002-2006 (in million $)
• Figure 1-2 Market Share of IRI-tracked Laundry Care Product Sales by Category, 2006 (%)
• Table 1-2 Top 10 Laundry Care Product Marketers by IRI-tracked Sales, 2002-2006 (in million $)
• Figure 1-3 Market Share of Top 10 Laundry Care Product Marketers by IRI-tracked Sales, 2002-2006 (%)
• Powder Detergent Brands Decline
• Liquid Fabric Softener Brands Lead
• Table 1-3 IRI-tracked Sales of Top Laundry Care Brands, 2002-2006 (in millions $)
• Bleach Category Owned by Clorox
• Pre-wash/Additives Lead Specialty Products
• Figure 1-4 Projected U.S. Retail Sales for the Laundry Care Products Market, 2006-2011 (in billion $)
• Market Trends
• Table 1-4 Average Annual Consumer Expenditures: Total, Housekeeping Supplies and Laundry & Household Cleaning Supplies, 2001-2005 ($)
• Table 1-5 Projection of U.S. Asian, Black and Hispanic Populations, 2000, 2006, 2010 and 2020 (In thousands)
• Marketing Activity
• Laundry: An Emotional Activity for Gen-X Moms
• Small & Mighty Approach Hot with New Yorkers
• No Static Radio Approach
• Snuggling Up to the Hispanic Consumer
• Retail Trends
• New Product Innovation
• The Consumer
• Figure 1-5 Laundry Care Product Household Penetration by Category, 2006
• Liquid Detergent vs. Powder
• Chlorine Bleach vs. All Fabric
• Liquid Fabric Softener vs. Sheets
• Laundry Booster, Pre-Soak & Pre-Cleaner Type Comparisons

Chapter 2 Laundry Care Products Market

• Market Size and Growth
  • Figure 2-1 U.S. Retail Sales for the Laundry Care Products Market, 2002-2006 (in billion $)
  • Table 2-1 U.S. Retail Sales for the Laundry Care Products Market and % Change, 2002-2006 (in million $)
  • Figure 2-2 IRI-tracked Sales for the Laundry Care Products Market, 2002-2006 (in billion $)
  • Table 2-2 IRI-tracked Sales for Laundry Care Products by Category, 2002-2006 (in million $)
  • Figure 2-3 Market Share of IRI-tracked Laundry Care Product Sales by Category, 2006 (%)
  • Top Laundry Care Product Marketers
  • Table 2-3 Top 10 Laundry Care Product Marketers by IRI-tracked Sales, 2002-2006 (in million $)
  • Figure 2-4 Market Share of Top 10 Laundry Care Product Marketers by
  • IRI-tracked Sales, 2002-2006 (%)
  • Table 2-4 Market Share of Top 10 Laundry Care Product Marketers by
  • IRI-tracked Sales, 2002 vs. 2006 (%)
  • Top Laundry Care Product Brands
  • Table 2-5 IRI-tracked Sales of Top Laundry Care Brands, 2002-2006 (in million $)
  • Forecast
  • Concentrated Liquid Detergents Key Factor to Growth
  • Figure 2-5 Projected U.S. Retail Sales for the Laundry Care Products Market, 2006-2011 (in billion $)

Chapter 3 Laundry Detergent Category

• Table 3-1 IRI-tracked Laundry Detergent Sales by Segment, 2002-2006 (in million $)
• Figure 3-1 Market Share of IRI-tracked Laundry Detergent Sales by Segment, 2006 (%)
• Table 3-2 IRI-tracked Laundry Detergent Sales and Price by Volume and Unit, 2006 and 2007
• Table 3-3 IRI-tracked Sales of Top 10 Laundry Detergent Marketers, 2002-2006 (in million $)
• Figure 3-2 Market Share of Top 10 Laundry Detergent Marketers by IRI-tracked Sales, 2006 (%)
• Table 3-4 IRI-tracked Sales of Top 10 Laundry Detergent Brands, 2002-2006 (in million $)
• Figure 3-3 Market Share of Top 10 Laundry Detergent Brands by IRI-tracked Sales, 2006 (%)
• Liquid Detergent Segment Focus
• Table 3-5 IRI-tracked Sales of Top 10 Liquid Detergent Marketers, 2002-2006 (in million $)
• Figure 3-4 Market Share of Top 10 Liquid Detergent Marketers by IRI-tracked Sales, 2006 (%)
• Table 3-6 IRI-tracked Sales of Top 10 Liquid Detergent Brands, 2002-2006 (in million $)
• Figure 3-5 Market Share of Top 10 Liquid Detergent Brands by IRI-tracked Sales, 2006 (%)
• Powder Detergent Segment Focus
• Table 3-7 IRI-tracked Sales of Top 10 Powder Detergent Marketers, 2002-2006 (in million $)
• Figure 3-6 Market Share of Top 10 Powder Detergent Marketers by
• IRI-tracked Sales, 2006 (%)
• Table 3-8 IRI-tracked Sales of Top 10 Powder Detergent Brands, 2002-2006 (in million $)
• Figure 3-7 Market Share of Top 10 Powder Detergent Brands by IRI-tracked Sales, 2006 (%)
• Tablet & Packet/Bar Detergent Segment Focus
• Table 3-9 IRI-tracked Sales of Top 8 Tablet & Packet/Bar Detergent Marketers, 2002-2006 (in million $)
• Figure 3-8 Market Share of Top 5 Tablet & Packet/Bar Detergent Marketers, 2006 (%)
• Table 3-10 IRI-tracked Sales of Top 10 Tablet & Packet/Bar Detergent Brands, 2002-2006 (in million $)
• Figure 3-9 Market Share of Top 6 Tablet & Packet/Bar Detergent Brands, 2006 (%)

Chapter 4 Fabric Softener Category

• Table 4-1 IRI-tracked Fabric Softener Sales by Segment, 2002-2006 (in million $)
• Figure 4-1 Market Share of IRI-tracked Fabric Softener Sales by Segment, 2006 (%)
• Table 4-2 IRI-tracked Liquid Fabric Softener Sales and Price by Volume and Unit, 2006 and 2007
• Table 4-3 IRI-tracked Fabric Softener Sheet Sales and Price by Volume and Unit, 2006 and 2007
• Table 4-4 IRI-tracked Sales of Top 10 Fabric Softener Marketers, 2002-2006 (in million $)
• Figure 4-2 Market Share of Top 10 Fabric Softener Marketers by IRI-tracked Sales, 2006 (in million $)
• Table 4-5 IRI-tracked Sales of Top 10 Fabric Softener Brands, 2002-2006 (in million $)
• Figure 4-3 Market Share of Top 10 Fabric Softener Brands by IRI-tracked Sales, 2006 (%)
• Liquid Fabric Softener Segment Focus
• Table 4-6 IRI-tracked Sales of Top 10 Liquid Fabric Softener Marketers, 2002-2006 (in million $)
• Figure 4-4 Market Share of Top 10 Liquid Fabric Softener Marketers by
• IRI-tracked Sales, 2006 (%)
• Table 4-7 IRI-tracked Sales of Top 10 Liquid Fabric Softener Brands, 2002-2006 (in million $)
• Figure 4-5 Market Share of Top 10 Liquid Fabric Softener Brands by
• IRI-tracked Sales, 2006 (%)
• Fabric Softener Sheet Segment Focus
• Table 4-8 IRI-tracked Sales of Top 10 Fabric Softener Sheet Marketers, 2002-2006 (in million $)
• Figure 4-6 Market Share of Top 10 Fabric Softener Sheet Marketers by
• IRI-tracked Sales, 2006 (%)
• Table 4-9 IRI-tracked Sales of Top 10 Sheet Fabric Softener Brands, 2002-2006 (in million $)
• Figure 4-7 Market Share of Top 10 Sheet Fabric Softener Brands by
• IRI-tracked Sales, 2006 (%)

Chapter 5 Bleach Category

• Table 5-1 IRI-tracked Bleach Sales by Segment, 2002-2006 (in million $)
• Figure 5-1 Market Share of IRI-tracked Bleach Sales by Segment, 2006 (%)
• Table 5-2 IRI-tracked Bleach Sales and Price by Volume and Unit, 2006 and 2007
• Table 5-3 IRI-tracked Sales of Top 10 Bleach Marketers, 2002-2006 (in million $)
• Figure 5-2 Market Share of Top 10 Bleach Marketers by IRI-tracked Sales, 2006 (%)
• Table 5-4 IRI-tracked Sales of Top 10 Bleach Brands, 2002-2006 (in million $)
• Figure 5-3 Market Share of Top 10 Bleach Brands by IRI-tracked Sales, 2006 (in million $)
• SHC Bleach Segment Focus
• Table 5-5 IRI-tracked Sales of Top 10 SHC Bleach Marketers, 2002-2006 (in million $)
• Figure 5-4 Market Share of Top 10 SHC Bleach Marketers by IRI-tracked Sales, 2006 (%)
• Table 5-6 IRI-tracked Sales of Top 10 SHC Bleach Brands, 2002-2006 (in million $)
• Figure 5-5 Market Share of Top 10 SHC Bleach Brands by IRI-tracked Sales, 2006 (%)
• Color-Safe Bleach Segment Focus
• Table 5-7 IRI-tracked Sales of Top 10 Color-Safe Bleach Marketers, 2002-2006 (in million $)
• Figure 5-6 Market Share of Top 10 Color-Safe Bleach Marketers by
• IRI-tracked Sales, 2006 (%)
• Table 5-8 IRI-tracked Sales of Top 10 Color-Safe Bleach Brands, 2002-2006 (in million $)
• Figure 5-7 Market Share of Top 10 Color-Safe Bleach Brands by IRI-tracked Sales, 2006 (%)

Chapter 6 Specialty Products Category

• Table 6-1 IRI-tracked Specialty Product Sales, by Segment, 2002-2006 (in million $)
• Figure 6-1 Market Share of IRI-tracked Specialty Product Sales by Segment, 2006 (%)
• Table 6-2 IRI-tracked Laundry Pre-wash/Additive Sales and Price by Volume and Unit, 2006 and 2007
• Table 6-3 IRI-tracked Fine Washable Laundry Detergent Sales and Price by Volume and Unit, 2006 and 2007
• Table 6-4 IRI-tracked Laundry Starch Sales and Price by Volume and Unit, 2006 and 2007
• Table 6-5 IRI-tracked Static Control/Fabric Protector Liquid Sales and Price by Volume and Unit, 2006 and 2007
• Table 6-6 IRI-tracked Sales of Top 10 Specialty Product Marketers, 2002-2006 (in million $)
• Figure 6-2 Market Share of Top 10 Specialty Product Marketers by
• IRI-tracked Sales, 2006 (%)
• Table 6-7 IRI-tracked Sales of Top 10 Specialty Product Brands, 2002-2006 (in million $)
• Figure 6-3 Market Share of Top 10 Specialty Product Brands by IRI-tracked Sales, 2006 (%)
• Pre-wash/Additives Segment Focus
• Table 6-8 IRI-tracked Sales of Top 10 Pre-wash/Additive Marketers, 2002-2006 (in million $)
• Figure 6-4 Market Share of Top 10 Pre-wash/Additive Marketers by
• IRI-tracked Sales, 2006 (%)
• Table 6-9 IRI-tracked Sales of Top 10 Pre-wash/Additive Brands, 2002-2006 (in million $)
• Figure 6-5 Market Share of Top 10 Pre-wash/Additive Brands by IRI-tracked Sales, 2006 (%)
• Fine Washable Detergent Segment Focus
• Table 6-10 IRI-tracked Sales of Top 6 Fine Washable Detergent Marketers, 2002-2006 (in million $)
• Figure 6-6 Market Share of Top 10 Fine Washable Detergent Marketers by IRI-tracked Sales, 2006 (%)
• Table 6-11 IRI-tracked Sales of Top 6 Fine Washable Detergent Brands, 2002-2006 (in million $)
• Figure 6-7 Market Share of Top 6 Fine Washable Detergent Brands by IRI-tracked Sales, 2006 (%)
• Starch Segment Focus
• Table 6-12 IRI-tracked Sales of Top 10 Starch Marketers, 2002-2006 (in million $)
• Figure 6-8 Market Share of Top 10 Starch Marketers by IRI-tracked Sales, 2006 (%)
• Table 6-13 IRI-tracked Sales of Top 10 Starch Brands, 2002-2006 (in million $)
• Figure 6-9 Market Share of Top 10 Starch Brands by IRI-tracked Sales, 2006 (%)
• Static Control/Fabric Protector Segment Focus
• Table 6-14 IRI-tracked Sales of Top 10 Static Control/Fabric Protector Marketers, 2002-2006 (in million $)
• Figure 6-10 Market Share of Top 10 Static Control/Fabric Protector Marketers by IRI-tracked Sales, 2006 (%)
• Table 6-15 IRI-tracked Sales of Top 10 Static Control/Fabric Protector Brands, 2002-2006 (in million $)
• Figure 6-11 Market Share of Top 10 Static Control/Fabric Protector
• Brands by IRI-tracked Sales, 2006 (%)

Chapter 7 Corporate Profiles

• The Procter & Gamble Company
• Figure 7-1 IRI-Tracked Sales of Procter & Gamble Laundry Care Products, 2002-2006 (in billion $)
• Figure 7-2 Procter & Gamble Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
• Table 7-1 P&G Brand and Product Portfolio
• P&G Continues Efforts In Branded Entertainment
• An Efficient Conversion
• Gain Goes Billion
• Unilever Group
• Overview
• Figure 7-3 IRI-Tracked Sales of Unilever Laundry Care Products, 2002-2006 (in million $)
• Figure 7-4 Unilever Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
• Table 7-2 Unilever Brand and Product Portfolio
• Unilever Laundry Care for Sale?
• The Clorox Company
• Overview
• Figure 7-5 IRI-Tracked Sales of Clorox Laundry Care Products, 2002-2006 (in million $)
• Figure 7-6 Clorox Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
• Table 7-3 Clorox Brand and Product Portfolio
• A Growth Spurt for 100 Birthday Planned
• Clorox Eco-Friendly Green Works
• Clorox…The Telenova?
• Church & Dwight Company, Inc.
• Church & Dwight Company, Inc.
• Figure 7-7 IRI-Tracked Sales of Church & Dwight Laundry Care Products, 2002-2006 (in million $)
• Figure 7-8 Church & Dwight Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
• Church & Dwight Laundry Care Product Portfolio
• Table 7-4 Church & Dwight Brand and Product Portfolio
• Arm & Hammer Essentials Line Grows
• OGI Acquistion Numbers
• Reckitt Benckiser, Inc.
• Figure 7-9 IRI-Tracked Sales of Reckitt Benckiser Laundry Care Products, 2002-2006 (in million $)
• Figure 7-10 Reckitt Benckiser Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
• Reckitt Benckiser Product Portfolio
• Table 7-5 Reckitt Benckiser Brand and Product Portfolio
• Significant Events
• Co-op Promotion for Woolite, Bosch
• Green Profile: Method Products, Inc.
• Figure 7-11 IRI-Tracked Sales of Method Laundry Care Products, 2002-2006 (in million $)
• Figure 7-12 Method Products Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
• Table 7-6 Method Products Brand and Product Portfolio
• Method Listed as Seventh Fastest Growing Private Company
• Method’s Impact
• Method a Take-over Target?
• High-end Profile: The Caldrea Company
• Figure 7-13 IRI-Tracked Sales of The Caldrea Company Laundry Care Products, 2002-2006 (in thousand $)
• Table 7-7 Caldrea Brand and Product Portfolio

Chapter 8 Market Trends

• Table 8-1 Average Annual Consumer Expenditures: Total, Housekeeping Supplies and Laundry & Household Cleaning Supplies, 2001-2005 ($)
• Table 8-2 U.S. Households by Number of Members, 2001-2005 (in millions)
• Table 8-3 U.S. Household Spending on Laundry & Household Cleaning Supplies by Household Size, 2001-2005 ($)
• Table 8-4 U.S. Household Spending on Laundry & Household Cleaning Supplies by Age, 2001-2005 ($)
• Table 8-5 U.S. Household Spending on Laundry & Household Cleaning Supplies by Household Income, 2001-2005 ($)
• Table 8-6 U.S. Household Spending on Laundry & Household Cleaning Supplies by Race and Ethnicity, 2003-2005 ($)
• Lack of Green Labeling Standards
• The Ecology Works Hypoallergenic Detergent
• OxiClean Anti-Allergen and Baby Stain Removers
• Fruits & Passion Eco-Friendly Art Home Collection
• Reckitt Benckiser Brand Extensions
• Table 8-7 Selected Aromatherapy Essential Oils and Their Healing Benefits
• Table 8-8 Top 10 U.S. Laundry Care Marketers by IRI-tracked Sales, 2002-2006 (in million $)
• Table 8-9 Projection of U.S. Asian, Black and Hispanic Populations, 2000, 2006, 2010 and 2020 (In thousands)
• Media Consumption

Chapter 9 The Greener Side of Laundry Care

• Table 9-1 Laundry Care Ingredients: Environmental and Health Concerns
• Growth in Ethical Household Product Sales
• Table 9-2 U.S. Retail Sales of Ethical Household Products, 2002-2006 (in million $)
• Consumers Skeptical of Green Marketing
• Non-Toxic and Sustainable: Key Attributes for Green Cleaning Products
• “Green” Products Positioned on Health Benefits
• High-Efficiency Machines
• Fierce Competition for Mass-Market Shelf Space
• Alternative Distribution Channels
• Wal-Mart Sees Green in Green
• Wal-Mart Wields Influence on Chemicals, Packaging
• Method Products and Seventh Generation Sales Hot
• Figure 9-1 IRI-tracked Sales of Method and Seventh Generation Laundry Care Products, 2002-2006 (in million $)
• Table 9-3 IRI-tracked Sales of Method and Seventh Generation Laundry Care Products, 2002-2006 (in million $)
• Chapter 10 Marketing Dynamics
• Advertising and Promotion
• Table 10-1 Total Advertising Spend for Selected Brand Lines, 2006 (in thousand $)
• Table 10-2 Selected Laundry Care Brand Advertising Spend, 2006 (in thousand $)
• Selected Marketing Activity
• Dreft and Hasselbeck Share 9 Months
• Multitask Online with Method
• P&G’s Website Encompasses Brands and Bigger Community
• All the Simplicity of Email
• Method Gets the Good Press
• Tide’s Loads of Hope
• Laundry: An Emotional Activity for Gen-X Moms
• Small & Mighty Approach Hot with New Yorkers
• No Static Radio Approach
• Snuggling Up to the Hispanic Consumer
• Retail Trends
• P&G and Clorox Boost Performance Outside of Wal-Mart
• Figure 10-1 Wal-Mart Share of Sales for Procter & Gamble and The Clorox Company, 1999-2007, (%)
• Some Top Manufacturers Move Merchandise Faster at Other Retailers
• Figure 10-2 Non-Food Channel Dollar Share by Department, 2007
• New Product Innovation
• Table 10-3 Number of New Laundry Care Product Introductions by Category, 2003-2007
• Table 10-4 Top 15 New Laundry Care Product Introduction Claims, 2003-2007
• Table 10-5 Selected List of New Product Introductions, 2007

Chapter 11 The Consumer

• Laundry Care Product Usage
• Figure 11-1 Laundry Care Product Household Penetration by Category, 2006
• Table 11-1 Laundry Care Product Household Penetration by Category, 2004-2006 (%)
• Table 11-2 Laundry Care Product Use by Category for Selected Demographic Characteristics, 2006 (index)
• A Closer Look at the Laundry Soap & Detergent Consumer
• Table 11-3 Laundry Soap & Detergent Household Penetration by Type, 2004-2006 (%)
• Table 11-4 Laundry Soap & Detergent Household Penetration by Form, 2005-2006 (%)
• Table 11-5 Laundry Soap & Detergent Use by Type for Selected Demographic Characteristics, 2006 (index)
• Table 11-6 Laundry Soap & Detergent Use by Form for Selected Demographic Characteristics, 2006 (index)
• Table 11-7 Laundry Soap & Detergent Household Penetration by Brand, 2004-2006 (%)
• Table 11-8 Demographic Indicators for Tide, 2006 (index)
• Table 11-9 Demographic Indicators for Gain, 2006 (index)
• Table 11-10 Demographic Indicators for Purex, 2006 (index)
• Table 11-11 Demographic Indicators for Cheer, 2006 (index)
• Table 11-12 Demographic Indicators for All Brand, 2006 (index)
• Table 11-13 Use of Selected Brands by Consumer Response to Selected Statements, 2006 (index)
• A Closer Look at the Bleach Consumer
• Table 11-14 Bleach Household Penetration by Type, 2004-2006 (%)
• Table 11-15 Bleach Household Penetration by Form, 2004-2006 (%)
• Table 11-16 Bleach Use by Type for Selected Demographic Characteristics, 2006 (index)
• Table 11-17 Bleach Use by Form for Selected Demographic Characteristics, 2006 (index)
• Table 11-18 Bleach Household Penetration by Brand, 2004-2006 (%)
• Table 11-19 Demographic Indicators for Clorox, 2006 (index)
• Table 11-20 Demographic Indicators for Clorox 2, 2006 (index)
• Table 11-21 Demographic Indicators for Store Brand, 2006 (index)
• Table 11-22 Demographic Indicators for Purex, 2006 (index)
• Table 11-23 Demographic Indicators for Biz, 2006 (index)
• Table 11-24 Use of Selected Brands by Consumer Response to Selected Statements, 2006 (index)
• A Closer Look at the Fabric Softener Consumer
• Table 11-25 Fabric Softener Household Penetration by Type, 2004-2006 (%)
• Table 11-26 Fabric Softener Household Penetration by Usage, 2004-2006 (%)
• Table 11-27 Fabric Softener Use by Type for Selected Demographic Characteristics, 2006 (index)
• Table 11-28 Fabric Softener Use by “Usage” for Selected Demographic Characteristics, 2006 (index)
• Table 11-29 Fabric Softener Household Penetration by Brand, 2004-2006 (%)
• Table 11-30 Demographic Indicators for Downy Liquid, 2006 (index)
• Table 11-31 Demographic Indicators for Bounce Sheets, 2006 (index)
• Table 11-32 Demographic Indicators for Store Brand, 2006 (index)
• Table 11-33 Demographic Indicators for All Brand Sheets, 2006 (index)
• Table 11-34 Demographic Indicators for Downy Sheets, 2006 (index)
• Table 11-35 Use of Selected Brands by Consumer Response to Selected Statements, 2006 (index)
• A Closer Look at the Laundry Booster, Pre-Soak & Pre-Cleaner Consumer
• Table 11-36 Laundry Booster, Pre-Soak & Pre-Cleaner Household Penetration by Type, 2004-2006 (%)
• Table 11-37 Laundry Booster, Pre-Soak & Pre-Cleaner Use by Type for Selected Demographic Characteristics, 2006 (index)
• Table 11-38 Laundry Booster, Pre-Soak & Pre-Cleaner Household Penetration by Brand, 2004-2006 (%)
• Table 11-39 Demographic Indicators for Shout, 2006 (index)
• Table 11-40 Demographic Indicators for Spray ’n Wash, 2006 (index)
• Table 11-41 Demographic Indicators for OxiClean, 2006 (index)
• Table 11-42 Demographic Indicators for Clorox Bleach Pen, 2006
• Table 11-43 Demographic Indicators for Clorox Stain-Out, 2006 (index)
• Table 11-44 Use of Selected Brands by Consumer Response to Selected Statements, 2006 (index)