The U.S. Laundry Care Market

Jun 1, 2001
366 Pages - Pub ID: LA186843
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  1. Executive Summary
    Scope and Methodology
    • Market Definition
    • Product Categories and Segments
    • Report Methodology

    The Market
    • Overall Retail Sales Approach $9.0 Billion in 2000
    • Table 1-1: The U.S. Market for Laundry Care Products, 1996-2005 (dollars)
    • Mass-Market Sales Top $7.5 Billion
    • Detergent Accounts for 65% of Market
    • Upsurge in Liquid Detergent Tops Share Changes by Segment
    • Figure 1-1: Share of U.S. Mass-Market Laundry Care Sales by Product Segment, 1996 vs. 2000 (percent): 6 Product Segments, All Other Product Segments
    • Products Innovations Are the Big Bright Spots
    • Laundry Detergent Tablets
    • Home Drycleaning Kits
    • Aggressive Marketing by the Top Two

    The Marketers
    • Procter & Gamble Co. and Unilever Lead the Pack
    • Figure 1-2: Top Laundry Care Marketers by Mass-Market Share, 2000 (percent): 9 Marketers, Private Label, Other
    • Second-Tier Players Are Smaller and More Specialized
    • Third Tier: Niche Players and a Detergent Maker

    Marketing & New Product Trends
    • Number of New Product Introductions Rises Sharply
    • Detergents, Fabric Refreshers Pace Introductions
    • Marketer Alliances
    • International Joint Ventures
    • Rise in Trade Promotions and Couponing
    • Advertising Goes Live and In-Store
    • Even Fewer Major Players Overseas, Though P&G Is Less Dominant
    • Product Trends

    Distribution and Retail
    • Direct Store Delivery vs. Warehouse Delivery
    • Warehouse Delivery
    • Direct Store Delivery
    • Market Shares by Retail Sector
    • Mass Merchandisers Drive Growth in Laundry Care
    • Dollar Stores
    • Other Retail Channels
    • Retail Competition Fuels Market Growth

    The Consumer
    • Product Penetration by Segment
    • Dividing Consumers by Washload Volume
    • Heavy Users and Light Users Differ Sharply in Several Ways
    • Incidence of Heavy Use Rises with Income
    • Powder Detergent Users Have Downscale Profile
    • All-Fabric Bleach Users Have Older, Upscale Profile
    • Most Adults Prefer Using Fabric Softener in the Dryer
    • Laundry Boosters, Pre-Soaks, or Pre-Cleaners Used by More Than Half of Adults
    • Spray Starch/Fabric Finish/Sizing Products Have Smallest User Base in Laundry Care
  2. The Market
    Scope of Report
    • Market Definition

    Historical Background
    • Wartime Shortages and Needs Spur Development of Detergent
    • Emergence of All-Purpose Laundry Detergents
    • Table 2-1: Developments in Laundry Care Products by Decade

    Product Categories and Segments
    • Market Consists of Detergents and Treatment/Specialty Products
    • Home Drycleaning Products
    • Product Definitions

    Product Ingredients
    • Surfactants and Builders Are Main Components
    • Surfactants Reduce Surface Tension of Water
    • Builders Reduce Water Hardness
    • Table 2-2: Selected Ingredients of Laundry Care Products
    • Figure 2-1: Estimated and Projected U.S. Retail Sales of Laundry Care Products, 1996-2005 (dollars)

    Market Size and Growth
    • Overall Retail Sales Approach $9.0 Billion in 2000
    • Table 2-3: Estimated U.S. Retail Sales of Laundry Care Products, 1996-2000 (dollars)
    • Detergent Paces Laundry Care Sales
    • Mass-Market Sales Top $7.5 Billion
    • Table 2-4: U.S. Mass-Market Sales of Laundry Care Products, 1996-2000 (dollars)
    • Table 2-5: U.S. Mass-Market Sales of Laundry Care Products by Product Category, 1996-2000 (dollars): Detergent, Treatment/Specialty Products
    • Liquid Detergent Segment Thrives at Powder's Expense
    • Table 2-6: U.S. Mass-Market Sales of Laundry Detergent by Product Segment, 1996-2000 (dollars): Liquid Detergent, Powder Detergent, Other Detergent
    • Results Are Mixed in Treatment/Specialty Products Category
    • Table 2-7a: U.S. Mass-Market Sales of Laundry Treatment/Specialty Products by Product Segment: Fabric Softener Liquid, 1996-2000 (dollars)
    • Table 2-7b: U.S. Mass-Market Sales of Laundry Treatment/Specialty Products by Product Segment: Liquid Bleach, 1996-2000 (dollars)
    • Table 2-7c: U.S. Mass-Market Sales of Laundry Treatment/Specialty Products by Product Segment: Fabric Softener Sheets, 1996-2000 (dollars)
    • Table 2-7d: U.S. Mass-Market Sales of Laundry Treatment/Specialty Products by Product Segment: Prewash/Additives, 1996-2000 (dollars)
    • Table 2-7e: U.S. Mass-Market Sales of Laundry Treatment/Specialty Products by Product Segment: Dry Bleach/Bluing, 1996-2000 (dollars)
    • Table 2-7f: U.S. Mass-Market Sales of Laundry Treatment/Specialty Products by Product Segment: Laundry Starch, 1996-2000 (dollars)
    • Table 2-7g: U.S. Mass-Market Sales of Laundry Treatment/Specialty Products by Product Segment: Water Softener, 1996-2000 (dollars)
    • Table 2-7h: U.S. Mass-Market Sales of Laundry Treatment/Specialty Products by Product Segment: Fine Washable Detergent, 1996-2000 (dollars)
    • Table 2-7i: U.S. Mass-Market Sales of Laundry Treatment/Specialty Products by Product Segment: Static Control, 1996-2000 (dollars)

    Market Composition
    • Detergent Accounts for 65% of Market
    • Figure 2-2: Share of U.S. Mass-Market Laundry Care Sales by Product Category, 1996 vs. 2000 (percent): Laundry Detergent, Laundry Treatment/Specialty Products
    • Upsurge in Liquid Detergent Tops Share Changes by Segment
    • Figure 2-3: Share of U.S. Mass-Market Laundry Care Sales by Product Segment, 1996 vs. 2000 (percent): 6 Product Segments, Other
    • Liquid Detergent's Share of Category Approaching 60%
    • Figure 2-4: Share of U.S. Mass-Market Sales of Laundry Detergent by Product Segment, 1996 vs. 2000 (percent): Liquid Detergent, Powder Detergent, Other Detergent
    • Fabric Softener and Bleach Account for 80% of Treatment Category
    • Figure 2-5: Share of U.S. Mass-Market Sales of Laundry Treatment/Specialty Products by Product Segment, 1996 vs. 2000 (percent): 9 Product Segments
    • Market Shares by Retail Sector
    • Figure 2-6: Share of U.S. Laundry Care Market by Distribution Channel, 2000 (percent): Supermarkets, Mass Merchandisers, Warehouse Clubs, Drugstores, Dollar Stores, Other
    • Supermarkets Account for 59% of Mass-Market Sales
    • Figure 2-7: Estimated Share of U.S. Laundry Care Mass Market by Distribution Channel, 2000 (percent): Supermarkets, Mass Merchandisers, Drugstores
    • Mass Merchandisers Growing Fastest in Sales
    • Mass Merchandisers Drive Growth in Laundry Care
    • Table 2-8: Share of U.S. Laundry Care Retail Dollar Sales by Mass-Market Channel, 1996-2000 (percent): Supermarkets, Mass Merchandisers, Drugstores
    • Demographic Data Reveal Regional Usage Patterns
    • Usage Varies Significantly by Region for Certain Product Segments
    • Table 2-9: Use of Liquid Detergent and Powder Detergent by Region, 2000 (percent and index): Northeast, Midwest, South, West
    • Table 2-10: Regional Usage Indices of Pre-Soaks by Product Type, 2000 (index): 5 Product Types
    • Table 2-11: Use of Spray Starch and Fabric Finish/Sizing Products by Region, 2000 (percent and index): Northeast, Midwest, South, West

    Factors to Market Growth
    • Market to Grow with Population
    • Number of New Product Introductions Rises Sharply
    • Today's Laundry Tablets Superior to Earlier Unsuccessful Entries
    • Will Consumers Opt for Convenience Over Price?
    • Home Drycleaning Products: $700 Million Market Projected
    • Aggressive Marketing by the Top Two
    • Marketer Consolidation May Promote Growth
    • Retail Battle of Giants Should Also Benefit Laundry Care
    • Consolidation Marks Supermarket Channel
    • Supermarkets Invest in Online Grocers
    • Dollar Stores Gain Share
    • Premium Products and the Threat of Recession
    • Store Brands Could Retard Growth

    Market Projections
    • Methodology
    • Market to Approach $11.2 Billion in 2005
    • Table 2-12: Projected Total U.S. Retail Sales of Laundry Care Products, 2000-2005 (dollars)
    • Detergent Category Growth Will Be Led by Tablets
    • Fabric Softener Liquid, Prewash to Sustain Treatment Category
    • Table 2-13: Projected U.S. Retail Sales of Laundry Care Products by Category, 2000-2005 (dollars): Detergent, Treatment/Specialty Products
    • Table 2-14: Projected U.S. Retail Sales of Laundry Detergent by Product Segment, 2000-2005 (dollars): Liquid Detergent, Powder Detergent, Other Detergent
    • Table 2-15a: Projected U.S. Retail Sales of Laundry Treatment/Specialty Products by Product Segment: Fabric Softener Liquid, 2000-2005 (dollars)
    • Table 2-15b: Projected U.S. Retail Sales of Laundry Treatment/Specialty Products by Product Segment: Liquid Bleach, 2000-2005 (dollars)
    • Table 2-15c: Projected U.S. Retail Sales of Laundry Treatment/Specialty Products by Product Segment: Fabric Softener Sheets, 2000-2005 (dollars)
    • Table 2-15d: Projected U.S. Retail Sales of Laundry Treatment/Specialty Products by Product Segment: Prewash/Additives, 2000-2005 (dollars)
    • Table 2-15e: Projected U.S. Retail Sales of Laundry Treatment/Specialty Products by Product Segment: Dry Bleach/Bluing, 2000-2005 (dollars)
    • Table 2-15f: Projected U.S. Retail Sales of Laundry Treatment/Specialty Products by Product Segment: Laundry Starch, 2000-2005 (dollars)
    • Table 2-15g: Projected U.S. Retail Sales of Laundry Treatment/Specialty Products by Product Segment: Water Softener, 2000-2005 (dollars)
    • Table 2-15h: Projected U.S. Retail Sales of Laundry Treatment/Specialty Products by Product Segment: Fine Washable Detergent, 2000-2005 (dollars)
    • Table 2-15i: Projected U.S. Retail Sales of Laundry Treatment/Specialty Products by Product Segment: Static Control, 2000-2005 (dollars)
  3. The Marketers
    The Marketers
    • At Least 75 Marketers
    • Top Two Are Diversified Consumer Products Giants
    • Figure 3-1: Top Laundry Care Marketers by Mass-Market Share, 2000 (percent): 9 Marketers, Private Label, Other
    • Second-Tier Players Are Smaller and More Specialized
    • Third Tier: Niche Players and a Detergent Maker
    • Table 3-1: Leading Laundry Care Marketers and Their Brands by Product Type (32 Marketers)

    Marketer and Brand Shares
    • Note on Scope of Data
    • Procter & Gamble Controls Half of Market
    • P&G and Dial Grow Their Shares; Unilever's Share Drops
    • Procter & Gamble Extends Lead in Laundry Detergent
    • P&G Leverages Brands from Powder to Thriving Liquid Segment
    • P&G Dominates Shrinking Powder Segment
    • Home Drycleaning Kits Power "Other" Detergent Segment
    • Treatment/Specialty Products Category Is More Competitive
    • P&G, Clorox, and Unilever Are Top Three
    • P&G Extends Lead in Fabric Softener/Static Control Subcategory
    • Downy Brand Powers P&G Share Gain in Fabric Softener Liquid
    • Church & Dwight's Fresh Soft Gains in Fabric Softener Sheets
    • Entrance of Downy Doubles Size of Static Control Segment
    • Clorox and Private-Label Products Rule Bleach/Bluing Subcategory
    • Clorox Brands Own 71.7% of Liquid Bleach Sales
    • Ultra Clorox 2 and Biz Vie for Top Brand in Dry Bleach Segment
    • Prewash: Febreze Takes Third Behind Shout and Spray 'n Wash
    • Dial's Sta Flo Has Best Year in Slumping Laundry Starch Segment
    • Morton's Morton System Is Dominant Water Softener Brand
    • Woolite Posts 85.4% Share in Fine Washable Laundry Detergent
    • Table 3-2: Top Marketers and Brands by Mass-Market Share: Laundry Care Products Market, 1999 vs. 2000 (percent): 12 Marketers, Private Label, All Others
    • Table 3-3: Top Marketers and Brands by Mass-Market Share: Laundry Detergent Category, 1999 vs. 2000 (percent): 7 Marketers, Private Label, All Others
    • Table 3-4: Top Marketers and Brands by Mass-Market Share: Liquid Laundry Detergent Segment, 1999 vs. 2000 (percent): 7 Marketers, Private Label, All Others
    • Table 3-5: Top Marketers and Brands by Mass-Market Share: Powder Laundry Detergent Segment, 1999 vs. 2000 (percent): 8 Marketers, Private Label, All Others
    • Table 3-6: Top Marketers and Brands by Mass-Market Share: Other Laundry Detergent (Packet/Bar), 1999 vs. 2000 (percent): 9 Marketers, All Others
    • Table 3-7: Top Marketers and Brands by Mass-Market Share: Laundry Treatment/Specialty Products Category, 1999 vs. 2000 (percent): 11 Marketers, Private Label, All Others
    • Table 3-8: Top Marketers and Brands by Mass-Market Share: Fabric Softener/Static Control Subcategory, 1999 vs. 2000 (percent): 8 Marketers, Private Label, All Others
    • Table 3-9: Top Marketers and Brands by Mass-Market Share: Fabric Softener Liquid Segment, 1999 vs. 2000 (percent): 6 Marketers, Private Label, All Others
    • Table 3-10: Top Marketers and Brands by Mass-Market Share: Fabric Softener Sheets Segment, 1999 vs. 2000 (percent): 5 Marketers, Private Label, All Others
    • Table 3-11: Top Marketers and Brands by Mass-Market Share: Static Control/Fabric Protector Liquid Segment, 1999 vs. 2000 (percent): 4 Marketers, Private Label, All Others
    • Table 3-12: Top Marketers and Brands by Mass-Market Share: Bleach/Bluing Subcategory, 1999 vs. 2000 (percent): 4 Marketers, Private Label, All Others
    • Table 3-13: Top Marketers and Brands by Mass-Market Share: Liquid Bleach/Bluing Segment, 1999 vs. 2000 (percent): 2 Marketers, Private Label, All Others
    • Table 3-14: Top Marketers and Brands by Mass-Market Share: Dry Bleach/Bluing Segment, 1999 vs. 2000 (percent): 6 Marketers, Private Label, All Others
    • Table 3-15: Top Marketers and Brands by Mass-Market Share: Prewash/Additive Segment, 1999 vs. 2000 (percent): 13 Marketers, Private Label, All Others
    • Table 3-16: Top Marketers and Brands by Mass-Market Share: Laundry Starch Segment, 1999 vs. 2000 (percent): 4 Marketers, Private Label, All Others
    • Table 3-17: Top Marketers and Brands by Mass-Market Share: Water Softener Segment, 1999 vs. 2000 (percent): 9 Marketers, Private Label, All Others
    • Table 3-18: Top Marketers and Brands by Mass-Market Share: Fine Washable Detergent Segment, 1999 vs. 2000 (percent): 7 Marketers, Private Label, All Others

    The Competitive Situation
    • Battle Between Top Two Heats Up
    • P&G's Tide Widening Lead over Unilever's Wisk
    • Unilever Makes Wisk a Top Priority
    • P&G's Big-Brand Strategy Has Dangers
    • Smaller Marketers Seek Strength in Uniting
    • Clorox Works to Leverage Flagship Brand
    • Premium Products and the Threat of Recession
    • Marketers More Leveraged Than Before Last Recession

    Competitive Profile: Procter & Gamble Co.
    • Not Resting On Its Laurels
    • Outperforms Laundry Care Market in 2000
    • P&G and Unilever Contest Emerging Tablet Segment
    • First-Year Goal of $150 Million for Downy Wrinkle Releaser
    • New Headquarters for Fabric and Home Care Products

    Competitive Profile: Unilever Group
    • Recommitting to Laundry Care
    • Fields Strong Brand Lineup
    • Sees $1 Billion Potential for Laundry Tablets

    Competitive Profile: Clorox Co.
    • Growing Pains
    • Acquires First Brands
    • Shifting Focus from New Products to Core Brands

    Competitive Profile: Dial Corp.
    • Facing an Uncertain Future
    • Purex Liquid Detergent Outperforms Thriving Segment in 2000
    • Limits Joint Venture with Henkel

    Competitive Profile: Church & Dwight Co., Inc.
    • Five Years of Strong Growth
    • Laundry Care Is Part of Fastest Growing Business
    • Company to Acquire USA Detergents

    Competitive Profile: USA Detergents, Inc.
    • Specialist in Value-Priced Laundry Products

    Competitive Profile: Colgate-Palmolive Co.
    • Detergent Business Stagnates While Non-Laundry Categories Grow
    • Colgate Is Bullish on Scents

    Competitive Profile: Reckitt Benckiser Plc
    • Merger Creates World's Largest Cleaning Products Marketer
    • Fields Strong Brands in Several Segments

    Competitive Profile: SC Johnson & Son, Inc.
    • Family-Owned Company Boasts Many Household Names

    Competitive Profile: Redox Brands, Inc.
    • New Player Sees Future in Castoff Brands
    • A Local—Not Global—Marketer
  4. Marketing and New Product Trends
    Overview
    • Number of New Product Introductions Rises Sharply
    • Detergents, Fabric Refreshers Pace Introductions
    • Marketer Alliances
    • International Joint Ventures
    • Rise in Trade Promotions and Couponing
    • Advertising Goes Live and In-Store
    • Selected New Product Introductions
    • Table 4-1: The U.S. Laundry Care Market: Selected New Product Introductions, 1999-February 2001

    International Marketing Trends
    • U.K. Market Is Largest Overseas
    • Even Fewer Major Players Overseas, Though P&G Is Less Dominant
    • Henkel Vies with P&G and Unilever
    • Marketer Consolidation to Continue?
    • Powder Detergent Dominates Market Outside U.S.
    • European Consumers Demand Performance … and Will Pay for It
    • Europe Is Launching Pad for Laundry Tablets

    Product Trends
    • Overview

    The Convenience Trend
    • Laundry Tablets Bank on Convenience and Newness
    • Today's Tablets Superior to Earlier Unsuccessful Entries
    • Will Consumers Opt for Convenience over Price?
    • Will Tablets Do as Well Here as in Europe?
    • Fabric Refreshers Exceed Expectations
    • Arena Quickly Becomes Crowded
    • Procter & Gamble Extends Febreze
    • Home Drycleaning Products: $700 Million Market Projected
    • Only Four Competitors to Date
    • P&G Forms Marketing Alliances for Dryel
    • Start-Up Dry Cleaner's Secret Claims Superior Stain Removal
    • Anti-Wrinkle Products
    • Dual-Purpose Products
    • The Last Word in Convenience: Let P&G Do Your Laundry!
    • Juvian Service Encompasses Drycleaning and Other Fabric Care
    • Juvian's Website Demonstrates Value of Service Justifies Cost

    The Fragrance Trend
    • Scented Products: Indulge Your Senses While Doing Laundry
    • Victoria's Secret Enters Laundry Care
    • Scented Products Perceived as More Effective, Too
    • Scents Call Up Rainforests, Mountains, Food
    • Upscale Linen and Pillow Scent Products Abound
    • Unilever Introduces Mass-Market Entry under Snuggle Brand

    The Health Trend
    • Tapping into Consumer Health-Consciousness
    • Unilever and Amway Target Allergy Sufferers
    • SDA Educational Program Supports Marketer Efforts
    • Focusing on Asthma
    • Products to Protect Sensitive Skin
    • P&G Keys into Concern About Bacteria
    • Tide with Bleach Claims to Sanitize Laundry

    The Natural Trend
    • Concern for Environment Is Uppermost; Niche Served by Small, Specialized Marketers
    • The Name Says It All

    The Private-Label Trend
    • Private Label Growing Share in Most Segments
    • Wal-Mart Entries Top Recent Introductions

    Other Trends
    • Low-Sudsing Detergents for High-Efficiency Washing Machines
    • Reducing Wear and Tear in Washing

    Marketing Trends
    • Marketers Up Spending on Trade Promotions
    • P&G Returns to Off-Invoice Promotions
    • Upsurge Reflects Power of Giant Retailers
    • Resurgence of Couponing
    • Turning Away from Targeting?
    • P&G Runs Aggressive Coupon Schedule
    • Store as Ad Medium
    • Store as Theater
    • Performance Advertising Strengthens Marketer/Retailer Bond

    Consumer Advertising Expenditures: Laundry Care Products
    • Methodology
    • Procter & Gamble Accounts for 70% of Spending
    • Clorox and Unilever Are Closest Competitors
    • Tide Brand Receives Greatest Support
    • Unilever Ups Spending on Wisk Brand
    • Reckitt Benckiser Divides Outlay Between Woolite and Spray 'n Wash
    • Treatment Products' Share Is Disproportionately Large
    • Television Is Medium of Choice

    Advertising Positioning
    • Targeting Young Singles of Both Sexes
    • Tablet Ads Stress Convenience
    • A Touch of Whimsy
    • Personifying the Products
    • Competitive Positioning
    • Appealing to the Senses
    • The Simple Graphic Approach
    • The "America's Funniest Home Videos" Approach
    • Examples of Consumer Advertising

    Consumer Promotions
    • Coupons
    • Buy-One-Get-One-Free
    • Rebates
    • Joint Promotions
    • Sweepstakes and Contests
    • Supporting Worthy Causes
    • Sports Tie-Ins
    • Media Events
    • Examples of Consumer Promotions

    Trade Advertising and Promotions
    • Trade Advertising
    • Trade Promotions
    • Larger Marketers Favor Co-Op Offers
    • Buyer Incentives
    • Trade Shows
    • Examples of Trade Advertising
  5. Distribution and retail
    Distribution
    • Direct Store Delivery vs. Warehouse Delivery
    • Warehouse Delivery
    • Direct Store Delivery

    Retail
    • Supermarkets
    • Mass Merchandisers and Supercenters
    • Warehouse Clubs
    • Drugstores Favor Opportunistic Approach
    • Dollar Stores
    • Other Retail Channels

    At the Retail Level
    • Market Shares by Retail Sector
    • Figure 5-1: Estimated Share of U.S. Laundry Care Market by Retail Sector, 2001 (percent): 5 Types of Retail Outlet, Other
    • Supermarkets Account for 59% of Mass Channel Big Three
    • Figure 5-2: Share of U.S. Laundry Care Sales by Mass-Market Sector, 2000 (percent): Supermarkets, Mass Merchandisers, Drugstores
    • Mass Merchandisers Growing Fastest in Sales
    • Mass Merchandisers Drive Growth in Laundry Care
    • Mass Merchandisers Gain 10 Share Points in Treatment/Specialty Products
    • Table 5-1a: U.S. Sales of Laundry Care Products by Mass-Market Sector, 1996 (dollars and percent): Supermarket, Mass, Drug
    • Table 5-1b: U.S. Sales of Laundry Care Products by Mass-Market Sector, 1999 vs. 2000 (dollars and percent): Supermarket, Mass, Drug
    • Table 5-2a: U.S. Sales of Laundry Detergent by Mass Market Sector, 1996 (dollars and percent): Supermarket, Mass, Drug
    • Table 5-2b: U.S. Sales of Laundry Detergent by Mass-Market Sector, 1999 vs. 2000 (dollars and percent): Supermarket, Mass, Drug
    • Table 5-3a: U.S. Sales of Laundry Treatment/Specialty Products by Mass-Market Sector, 1996 (dollars and percent): Supermarket, Mass, Drug
    • Table 5-3b: U.S. Sales of Laundry Treatment/Specialty Products by Mass-Market Sector, 1999 vs. 2000 (dollars and percent): Supermarket, Mass, Drug
    • Score Heaviest in Fabric Softener, Bleach, and Prewash
    • Retail Competition Fuels Market Growth
    • Wal-Mart's Foray into Food
    • Wal-Mart Focuses on Supercenters
    • Target Accelerates Supercenter Growth
    • Margins Vary, But Have Fallen Overall
    • Retailers Turn to Private Label to Build Margins
    • Private Label Growing Share in Some Laundry Care Segments
    • Wal-Mart Entries Top Recent Private-Label Introductions

    Retail Focus: Supermarkets
    • Smaller Regional Chains Facing Extinction
    • Kroger and Albertson's Respond with Acquisitions
    • FTC Becomes More Watchful
    • Kroger Enjoys Healthy 2000
    • Albertson's Earnings Nearly Double
    • Safeway Absorbs Acquisitions
    • Ahold USA Buys U.S. Foodservice and Convenience Store Chains

    Retail Focus: Mass Merchandisers
    • Big Three Clearing the Decks
    • Another Banner Year for Wal-Mart
    • Bumpy Road Continues for Kmart
    • Another Turnaround Try
    • Target Continues to Close Gap with Kmart

    Retail Focus: Warehouse Clubs
    • Reports of Their Death Were Premature
    • Costco Still Besting Wal-Mart's Sam's Club
    • "We Need to Grow Now"
    • Number-Three BJ's Growing Faster Than Costco or Sam's Club

    Retail Focus: Dollar Stores
    • Old Format Gains New Life
    • Big Three Are All Top Financial Performers
    • $1 Goes Further in Today's Dollar Stores
    • Mix Shifts to Household Staples
    • Dollar Stores Become Mainstream Mass Channel
    • Channel Grows Share in Laundry Detergent
    • High-Flying Dollar General Stumbles
    • Family Dollar Stores Continues Shift to Hardlines
    • Dollar Tree Stores Stands Out Among Standouts
    • 99 Cents Only Stores Focuses on Name-Brand Consumables

    Retail Focus: Online Grocers
    • Profitability Proves Elusive
    • More Failures Expected
    • Webvan Expects to Become Profitable in 2002 … If It Survives
    • Partnering with Supermarkets
    • Safeway's Stake in GroceryWorks Leads to Lawsuit
    • Peapod Partners with Ahold
    • Expects Online Grocery Business to Reach $7.5 Billion by 2003
    • Peapod Focusing Exclusively on Ahold Partnership
    • More Customers, Larger Orders
    • Kmart and BlueLight.com
  6. The Consumer
    Overview of Consumer Data
    • The Simmons Survey System
    • Demographic Data on Laundry Care Products
    • Product Penetration by Segment
    • Dividing Consumers by Washload Volume
    • Heavy Users and Light Users Differ Sharply in Several Ways
    • Incidence of Heavy Use Rises with Income
    • Table 6-1: U.S. Adult Usage Levels for Laundry Care Products (% U.S. adults)
    • Table 6-2: Demographic Characteristics Favoring Laundry Care: By Number of Washloads in Last Week, 2000 (U.S. Adults)

    Consumer Use of Laundry Soaps/Detergents
    • Powder Detergent Users Have Downscale Profile
    • Tide Powder with Bleach Is Most Popular Brand/Type
    • All Liquid and All Powder Have Different Constituencies
    • Ajax Liquid Shares All Powder's Downscale Profile
    • Arm & Hammer Powder Has Across-the-Board Appeal
    • Cheer Liquid Users Have Older Profile
    • Era Appeals to Oldest Consumers, Purex to Youngest
    • Tide Free Liquid Markedly More Upscale Than Tide Powders
    • Wisk Liquid Has Older Profile Than Tide Liquid Entries
    • Tide Liquid Has Upscale User Profile
    • Woolite User Has Strong and Unusual Profile
    • Store-Brand Users Have Low Incomes, Large Households
    • Sole Brand Users: Young, Upscale Westerners
    • Table 6-3: Demographic Characteristics Favoring Use of Laundry Soaps/Detergents by Product Type: Liquid vs. Powder, 2000 (U.S. Adults)
    • Table 6-4: U.S. Adult Usage Levels for Laundry Soaps/Detergents by Brand/Type, 2000 (% U.S. adults)
    • Table 6-5a: Demographic Characteristics Favoring Use of Laundry Soaps/Detergents by Brand/Type Most Often Used: Ajax Liquid, All Liquid, and All Powder, 2000 (U.S Adults)
    • Table 6-5b: Demographic Characteristics Favoring Use of Laundry Soaps/Detergents by Brand/Type Most Often Used: Arm & Hammer Liquid, Arm & Hammer Powder, and Cheer Liquid, 2000 (U.S. Adults)
    • Table 6-5c: Demographic Characteristics Favoring Use of Laundry Soaps/Detergents by Brand/Type Most Often Used: Era, Purex Liquid with Bleach, and Purex Liquid, 2000 (U.S. Adults)
    • Table 6-5d: Demographic Characteristics Favoring Use of Laundry Soaps/Detergents by Brand/Type Most Often Used: Tide Powder with Bleach, Tide Powder, and Tide Free Liquid, 2000 (U.S. Adults)
    • Table 6-5e: Demographic Characteristics Favoring Use of Laundry Soaps/Detergents by Brand/Type Most Often Used: Tide Liquid with Bleach, Tide Liquid, and Wisk Liquid, 2000 (U.S. Adults)
    • Table 6-5f: Demographic Characteristics Favoring Use of Laundry Soaps/Detergents by Brand/Type Most Often Used: Woolite, Store Brands, and Other Brands, 2000 (U.S. Adults)
    • Table 6-6: Demographic Characteristics Favoring Sole Brand Use of Laundry Detergent, 2000 (U.S. Adults)

    Consumer Use of Bleach
    • All-Fabric Bleach Users Have Older, Upscale Profile
    • Clorox Owns Top Five Brands/Types
    • Clorox Brands Have Across-the-Board Appeal; Biz Has Constituencies Among Seniors and Upscale Consumers
    • Clorox Powder's Appeal More Concentrated Than That of Liquids
    • Purex and Woolite Appeal Strongly to Older and Black Consumers
    • The "Other Brands" User: Younger, More Schooled, More Affluent
    • Table 6-7: Demographic Characteristics Favoring Use of Bleach by Type Most Often Used: Chlorine (Liquid) vs. All-Fabric (Liquid or Powder), 2000 (U.S. Adults)
    • Table 6-8: U.S. Adult Usage Levels for Bleach by Brand/Type, 2000 (% U.S. adults)
    • Table 6-9a: Demographic Characteristics Favoring Use of Bleach by Brand/Type Most Often Used: Biz, Clorox Liquid Fresh Scent, and Clorox Liquid Regular, 2000 (U.S. Adults)
    • Table 6-9b: Demographic Characteristics Favoring Use of Bleach by Brand/Type Most Often Used: Clorox Liquid Lemon Fresh, Clorox 2 Liquid, and Clorox 2 Dry (Powder), 2000 (U.S. Adults)
    • Table 6-9c: Demographic Characteristics Favoring Use of Bleach by Brand/Type Most Often Used: Purex Liquid Regular, Woolite Fabric Safe, and Other Brands, 2000 (U.S. Adults)

    Consumer Use of Fabric Softeners
    • Most Adults Prefer Using Fabric Softener in the Dryer
    • Rinse Cycle Users Have Downscale, Family-Oriented Profile
    • Two P&G Entries Are Most Popular Fabric Softeners by Far
    • Flat Profile for Bounce Sheets; Cling Free Has User Concentrations Among Seniors
    • Downy Blue Sheets: Younger, Non-White, Family-Oriented Profile
    • Popular Downy Blue Liquid Has Family-Oriented Profile
    • Young vs. Seniors Is But One of Downy Yellow Liquid/Final Touch Liquid Contrasts
    • Snuggle Users Have Youthful, Downscale Profiles
    • Table 6-10: Demographic Characteristics Favoring Use of Fabric Softeners by How Used Most Often, 2000 (U.S. Adults): In the Wash Cycle, In the Rinse Cycle, In the Dryer
    • Table 6-11: U.S. Adult Usage Levels for Fabric Softeners by Brand/Type, 2000 (% U.S. adults)
    • Table 6-12a: Demographic Characteristics Favoring Use of Fabric Softeners by Brand/Type Most Often Used: Bounce Sheets, Cling Free Sheets, and Downy Blue Sheets, 2000 (U.S. Adults)
    • Table 6-12b: Demographic Characteristics Favoring Use of Fabric Softeners by Brand/Type Most Often Used: Downy Blue Liquid, Downy Yellow Liquid, and Final Touch Liquid, 2000 (U.S. Adults)
    • Table 6-12c: Demographic Characteristics Favoring Use of Fabric Softeners by Brand/Type Most Often Used: Snuggle Liquid Blue, Snuggle Sheets Blue, and Other Brands, 2000 (U.S. Adults)

    Consumer Use of Laundry Boosters, Pre-Soaks, Pre-Cleaners
    • Used by More Than Half of Adults
    • Powder Pre-Soak Users: Older, Less Educated
    • Gel Pre-Soak Users Have Youngest Profile
    • Liquid and Spray Are Most Popular Types
    • Stick Has Most Upscale User Profile Among Pre-Soaks
    • Dowbrands, SC Johnson Field Top Entries
    • Clorox Stain-Out Appeals to the Middle-Aged and Seniors
    • Shout Varieties Share Upscale Profile
    • Liquid Type Has Oldest Profile of Spray 'n Wash Varieties
    • Spray 'n Wash Stick Users: Young, Upscale, Family-Oriented
    • Wisk Has Oldest, Most Downscale Profile Among Pre-Soaks
    • "Other Brands" Share Category's Upscale Orientation
    • Table 6-13a: Demographic Characteristics Favoring Use of Pre-Soaks by Product Type: Gel, Liquid, and Powder, 2000 (U.S. Adults)
    • Table 6-13b: Demographic Characteristics Favoring Use of Pre-Soaks by Product Type: Spray (Pump or Aerosol) vs. Stick, 2000 (U.S. Adults)
    • Table 6-14: U.S. Adult Usage Levels for Pre-Soaks by Brand/Type, 2000 (% U.S. adults)
    • Table 6-15a: Demographic Characteristics Favoring Use of Pre-Soaks by Brand/Type Most Often Used: Clorox Stain-Out, Shout Stick, and Shout Liquid, 2000 (U.S. Adults)
    • Table 6-15b: Demographic Characteristics Favoring Use of Pre-Soaks by Brand/Type Most Often Used: Spray 'n Wash Liquid, Spray 'n Wash Spray, and Spray 'n Wash Stick, 2000 (U.S. Adults)
    • Table 6-15c: Demographic Characteristics Favoring Use of Pre-Soaks by Brand/Type Most Often Used: Wisk vs. Other Brands, 2000 (U.S. Adults)

    Consumer Use of Spray Starch/Fabric Finish/Sizing Products
    • Category Has Smallest User Base in Laundry Care
    • User Profiles: Black, Southern, Affluent
    • Most Are Light Users
    • Seniors, Six-Figure Incomes Figure Among Light Users
    • Heavy Users: Young, Downscale, Family-Oriented
    • Niagara, Faultless, Easy-On Rank as Most Popular Brands
    • Magic Is Younger, More Upscale, More Family-Oriented Brand
    • Niagara Profile: Older, Upscale, Affluent
    • Perform Profile Has Strong Features
    • Static Guard Users Are Typical in Age, Race, Region
    • Profile for "Other Brands" Is Family-Oriented
    • Table 6-16: Demographic Characteristics Favoring Use of Spray Starch/Fabric Finish/Sizing Products by Product Type Most Often Used: Spray Starch vs. Fabric Finish/Sizing Products, 2000 (U.S. Adults)
    • Table 6-17: Demographic Characteristics Favoring Use of Spray Starch/Fabric Finish/Sizing Products by Number of Cans Used in Last Month, 2000 (U.S. Adults): All Users, Heavy Users, Medium Users, Light Users
    • Table 6-18a: Demographic Characteristics Favoring Use of Spray Starch/Fabric Finish/Sizing Products by Brand: Easy-On, Faultless, and Magic, 2000 (U.S. Adults)
    • Table 6-18b: Demographic Characteristics Favoring Use of Spray Starch/Fabric Finish/Sizing Products by Brand: Niagara vs. Perform, 2000 (U.S. Adults)
    • Table 6-18c: Demographic Characteristics Favoring Use of Spray Starch/Fabric Finish/Sizing Products by Brand: Static Guard vs. Other Brands, 2000 (U.S. Adults)

    Appendix I: Examples Of Consumer And Trade Advertising And Promotions
    Appendix II: Addresses Of Selected Marketers
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