The U.S. Market for Laundry Care Products
Jun 1, 2005
214 Pages - Pub ID: LA1073653
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Chapter 1 Executive Summary
  • Report Scope
  • Methodology
  • Introduction
  • Product Description
  • The Market
    • Market Size and Growth
    • Figure: 1-1 U.S. Retail Sales for the Laundry Care Products Market, 2000-2004
    • Market Structure
    • Figure: 1-2 U.S. Laundry Care Market Size by Category, 2004
    • Table: 1-1 IRI-Tracked Sales for Laundry Care Products by Category, 2000-2004
    • P&G Dominance Strengthens
    • Detergent Sales Slow Down
    • Private Labels: The Biggest Losers
    • Fragrance Gains Importance
    • Continually Seeking New Forms/Functions
    • Laundry Detergent
    • Figure 1-3 U.S. Laundry Detergent Market Size by Sub Category, 2004
    • Table: 1-2 IRI-Tracked Laundry Detergent Sales by Category, 2000-2004
    • Fabric Softeners Liquid & Sheets
    • Figure: 1-3 U.S. Fabric Softener Market Share by Category, 2004
    • Table: 1-3 IRI-Tracked Fabric Softener Sales by Category, 2000-2004
    • Bleach
    • Figure: 1-4 U.S. Laundry Bleach Market Share by Category, 2004
    • Table: 1-4 IRI-Tracked Bleach Sales by Sub-category, 2000-2004
    • Other Speciality Products
    • Pre-Wash/Additives
    • Fine Washable Laundry Detergents
    • Laundry Starch
    • Static Control/Fabric Protector Liquid

  • Marketers and Brands
    • Table: 1-5 IRI-Tracked Sales of Top 10 Laundry Care Marketers, 2000-2004
    • Table: 1-6 IRI-Tracked Sales of Top 10 Laundry Care Brands, 2000-2004

  • Marketing Dynamics
    • Ad Spends
    • Marketing Initiatives
    • Trends Affecting Future Growth

  • The Consumer
    • Table: 1-7 Percentage of U.S. Adults Favoring Laundry Care Products by Category

  • Market Projections Table: 1-8 Estimated Laundry Care Sales for 2005-2009
v

Chapter 2 The Market

  • Product Description
  • Table 2-1 Classification of Laundry Care Categories
  • Laundry Detergents
  • Fabric Softeners
  • Bleach
  • Other Specialty Products
  • Market Overview and Structure
    • Market Size and Growth
    • Figure 2-1 U.S. Retail Sales for Laundry Care Products, By Category, 2000-2004
    • Market Structure
    • Figure 2- 2 U.S. Laundry Care Market Share, by Category, 2004
    • Marketers
    • Table 2-3 Top U.S. Laundry Care Marketers’ Market Share, 2000-2004
    • Tier I Companies: The Gap Widens
    • Tier II Companies: Tight Competition
    • Tier III Companies: The Specialists

  • Market Trends and Factors to Growth
    • P&G Dominance Strengthens
    • Detergent Sales Slow Down
    • Figure 2-3 IRI-Tracked Sales for Laundry Detergents, 2000-2004
    • Table 2-4 IRI-Tracked Sales for Laundry Detergents, by Category: 2000-2004
    • Private Labels: The Biggest Losers Table 2-5 IRI-Tracked Sales for Private Label Laundry Care Products, 2000-2004
    • Fragrance Gains Importance
    • Continually Seeking New Forms/Functions
    • Environment Concerns
    • Front-Loading Washing Machines
    • Ethnic Groups
    • Table 2-6 Projections of U.S. Population by Race and Hispanic Origin 2000-2015
    • New Product Introductions
    • Allergy and Skin Sensitivity
    • Emergence of Hybrid Products (Tide with Downy)
    • Wrinkle Reduction Detergent: A Researcher’s Dream
    • Hotel Cleaning Business: A Brief Look
    • Consumer Preferences
    • Table 2-7 U.S. Adult Users of Laundry Care Products, by Category, 2004
    • Washing Frequencies
    • Table 2- 8 Demographic Characteristics of U.S. Adult Users of Laundry Care Products, by Number of Washloads per Week, 2004
    • Household Spending for Laundry Care by Age
    • Table 2-9 Household Spending on Laundry Care and Cleaning Supplies by Age, 2004
    • Figure 2-4 Household Spending on Laundry Care and Cleaning Supplies Products by Age, 2004
    • Figure 2-5 Average Annual Household Expenditure on Laundry Care and Cleaning Supplies, by Age, 2004
    • Spending by Household Income
    • Table 2-10 Household Spending on Laundry Care and Cleaning Supplies by Income, 2004
    • Figure 2-6 Household Spending on Laundry Care and Cleaning Supplies by Income, 2004
    • Figure 2-7 Average Annual Household Expenditure on Laundry Care and Cleaning Supplies, by Income, 2004
    • Spending by Race of Householder
    • Table 2-11 Household Spending on Laundry Care and Cleaning Supplies by Race, 2004
    • Figure 2-8 Household Spending on Laundry Care and Cleaning Supplies by Race, 2004
    • Figure 2-9 Average Annual Household Expenditure on Laundry Care and Cleaning Supplies, by Race 2004
    • Spending by Ethnicity
    • Table 2-12 Household Spending on Laundry Care and Cleaning Supplies by Ethnicity, 2004
    • Figure 2-10 Household Spending on Laundry Care and Cleaning Supplies by Ethnicity, 2004 Expenditure Survey (2000/2001) and 2000 Census data
    • Figure 2-11 Average Annual Household Expenditure on Laundry Care and Cleaning Supplies, by Ethnicity, 2004

  • Outlook Figure 2-12 Estimated Laundry Care Sales for 2005-2009 (in billion $)

Chapter 3 Laundry Detergents

  • Market Overview
  • Market Structure
  • Table 3-1 U.S. Laundry Detergent Market Size, by Category, 2004
  • Market Size and Growth
  • Table 3-2 IRI-Tracked Laundry Detergent Sales by Category, 2000-2004
  • Top Marketers and Brands
  • Figure: 3-1 Top U.S. Laundry Detergent Marketers’ Share, 2003- 2004
  • Table 3-3 IRI-Tracked Sales of Top 10 Laundry Detergent Marketers, 2000-2004
  • Table 3-4 IRI-Tracked Sales of Top 10 Laundry Detergent Brands, 2000-2004

  • Liquid Detergent
    • Market Size and Growth
    • Figure: 3-2 IRI-Tracked Sales for Liquid Detergents, 2000-2004
    • Top Marketers and Brands
    • Figure 3-3 Top U.S. Liquid Detergent Marketers’ Market Share, 2003- 2004
    • Table 3-5 IRI-Tracked Sales of Top 10 Liquid Detergent Marketers, 2000-2004
    • Top Brands
    • Table 3-6 IRI-Tracked Sales of Top 10 Liquid Detergent Brands, 2000-2004

  • Powder Detergent
    • Market Size and Growth
    • Figure 3-4 U.S. Mass-market Sales for Powder Detergents, 2000-2004
    • Figure 3-5 Top U.S. Powder Detergent Marketers’ Share, 2003- 2004
    • Top Marketers and Brands
    • Table 3-7 IRI-Tracked Sales of Top 10 Powder Detergent Marketers, 2000-2004
    • Table 3- 8 IRI-Tracked Sales of Top 10 Powder Detergent Brands, 2000-2004
    • Tablet Detergents
    • Figure 3-6 IRI-Tracked Sales for Tablet Detergents, 2000-2004
    • Marketers and Brands
    • Table 3- 9 IRI-Tracked Sales of Top Three Tablet Detergent Marketers, 2000-2004
    • Table 3-10 IRI-Tracked Sales of Top Four Powder Detergent Brands, 2000-2004
    • Other Laundry Detergent (Packet/Bar)
    • Figure 3-7 U.S. Other Laundry Detergent Sales, by Category, 2000-2004
    • Marketers and Brands
    • Table 3-11 IRI-Tracked Sales of Top Seven Powder Detergent Marketers, 2000-2004
    • Table 3-12 IRI-Tracked Sales of Top Seven Powder Detergent Marketers, 2000-2004

  • Laundry Detergent Consumer
  • Users by Product Type
    • Figure 3-8 Percentage of U.S. Consumers Favoring Laundry Soaps and Detergents, by Type, January 2004 - September 2004
    • Table 3-13 Demographic Characteristics of U.S. Adults Favoring Liquid, Powder and Tablet Forms of Laundry Soaps/Detergents, 2004

  • Users by Brand
    • Tide is The Favored Brand
    • Figure 3-9 Percentage of U.S. Consumers Favoring Laundry Soaps/Detergents, by Brand .
    • Table 3-14 Demographic Profiles of U.S. Adults Favoring Gain and Purex Brands, 2004
    • Older User Profile
    • Table 3-15 Demographic Profile of U.S. Adults favoring Arm & Hammer, Cheer, Tide and Wisk Brands, 2004

  • New Product Introductions
    • Table 3-16 Top Detergent Marketer, Based on Number of SKUs Introduced, 2004
    • Table 3-17 Top Detergent Brands, Based on Number of SKUs Introduced, 2004
    • Positioning New Products by Package Tags
    • Table 3-18 U.S. Laundry Detergent: New Product Selling Points, by Select Package Tags
    • The “Natural” Package Tag
    • Table 3-19 New Detergent Brand Introductions With the “Natural” Package Tag, 2004
    • The “Biodegradable” Package Tag
    • Table 3-20 New Detergent Brand Introductions with “Biodegradable” Package Tag, 2004

  • Household Spending for Soaps and Detergents:
    • Spending by Age
    • Table 3-21 Household Spending on Soaps and Detergents by Age, 2004
    • Figure 3-10 Household Spending on Soaps and Detergents by Age, 2004
    • Figure 3-11 Average Annual Household Expenditure on Soaps and Detergents, by Age 2004
    • Spending by Household Income
    • Table 3-22 Household Spending on Soaps and detergents by Income 2004
    • Figure 3-12 Household Spending on Soaps and Detergents by Income , 2004
    • Figure 3-13 Average Annual Household Expenditure on Soaps and Detergents, by Income 2004
    • Spending by Race of Householder
    • Table 3-23 Household Spending on Soaps and Detergents by Race , 2004
    • Figure 3-14 Household Spending on Soaps and Detergents by Race, 2004
    • Figure 3-15 Average Annual Household Expenditure on Soaps and Detergents, by Race 2004
    • Spending by Ethnicity
    • Table 3-24 Household Spending on Soaps and Detergents Supplies by Ethnicity, 2004
    • Figure 3-16 Household Spending on Soaps and Detergents by Ethnicity
    • Figure 3-17 Average Annual Household Expenditure on Soaps and Detergents, by Ethnicity 2004
    • Projections for 2005-2009
    • Figure 3-18 Projected Laundry Detergent Sales, 2005-2009

    Chapter 4 Fabric Softeners

    • Market Overview
      • Market Structure
      • Table 4-1 U.S. Fabric Softener Market Share by Segments, 2004
      • Market Size and Growth
      • Table 4-2 IRI-Tracked Fabric Softener Sales, by Category, 2000-2004

    • Fabric Softener Marketers and Brands
    • Figure 4-1 Top U.S. Fabric Softener Marketers’ Share, 2000- 2004
    • Table 4-3 IRI-Tracked Sales of Top 10 Fabric Softener Marketers, 2000-2004
    • Table 4-4 IRI-Tracked Sales of Top 10 Fabric Softener Brands, 2000-2004
    • Liquid Fabric Softeners
    • Figure 4-2 IRI-Tracked Sales for Liquid Fabric Softeners, 2000-2004
    • Table 4-5 IRI-Tracked Sales of Top 10 Liquid Fabric Softener Marketers, 2000-2004
    • Table 4-6 IRI-Tracked Sales of Top 10 Liquid Fabric Softener Brands, 2000-2004
    • Sheet Fabric Softeners
    • Figure 4-3 IRI-Tracked Sales for Sheet Fabric Softeners, 2000-2004
    • Table 4-7 IRI-Tracked Sales of Top 10 Sheet Fabric Softener Marketers, 2000-2004
    • Table 4-8 IRI-Tracked Sales of Top 10 Sheet Fabric Softener Brands, 2000-2004

  • The Fabric Softener Consumer
    • Table 4-9 Demographic Profile of U.S. Fabric Softeners Consumers
    • Demographic Profile For U.S. Liquid Fabric Softeners Brands
    • Table 4-10 Top Liquid Fabric Softeners Brands by Consumer Preference
    • Table 4-11 Demographic Profile of U.S. Adults Favoring Downy, All Liquid and Snuggle Brand of Liquid Fabric Softeners, 2004
    • Table 4-12 Demographic Profile of U.S. Adults Favoring Suavitel, Nice 'N Fluffy and Final Touch Brand of Liquid Fabric Softeners, 2004
    • Sheet Fabric Softener Users
    • Table 4-13 Top Brands of Sheet Fabric Softeners, by Consumer Preference
    • Demographic Profile of U.S. Sheet Fabric Softener Consumers
    • Table 4-14 Demographic Profile of U.S. Adults Favoring Downy, Cling Free and Arm & Hammer Fresh & Soft Brand of Sheet Fabric Softeners, 2004
    • Table 4-15 Demographic Profile of U.S. Adults Favoring Bounce, All Sheets and Snuggle Brand of Sheet Fabric Softeners, 2004

  • New Product Introductions
    • Table 4-16 Top Fabric Softener Marketer, based on Number of SKUs Introduced, 2004
    • Table 4-17 Top Fabric Softener Brands, based on Number of SKUs Introduced, 2004
    • Positioning by Fragrance
    • Table 4-18 New Fabric Softener Brand Introductions with “Flavor/Fragrance” Tagline, 2004
    • Positioning New Products by Package Tags
    • Table 4-19 U.S. New Fabric Softener Selling Points, by Package Tags, 2004
    • Table 4-20 New Fabric Softener Brand Introductions with the “Natural” Tagline, 2004
    • Table: 4-21 New Detergent Brand Introductions with “Biodegradable” Tagline, 2004

  • Projected Sales
    • Figure 4-4 Estimated Fabric Softener Sales for 2005-2009 (in million $)

    Chapter 5 Bleach

    • Market Structure
    • Figure 5-1 U.S. Laundry Bleach Market Share by Category, 2004
    • Market Size and Growth
    • Table 5-1 IRI-Tracked Bleach Sales by Category, 2000-2004
    • Bleach Marketers and Brands
      • Figure 5-2 Top U.S. Bleach Marketers’ Share, 2003- 2004
      • Table 5-2 IRI-Tracked Sales of Top 10 Bleach Marketers, 2000-2004
      • Table 5-3 IRI-Tracked Sales of Top 10 Bleach Brands, 2000-2004,
      • The Bleach Consumer
      • Table 5-4 Demographic Profile of Bleach Consumers, 2004
      • Liquid/Powder Bleach Preferences
      • Table 5-5 Percentage of U.S. Adults Favoring Laundry Bleaches by Form, Liquid or Powder
      • Table 5-6 Demographic Profile of Bleach Consumers, by Form, 2004
      • Top Brands
      • Figure 5-3 U.S. Adults’ Top Brand Preference for Bleaches, 2004
      • Demographic Profile for U.S. Bleach Brands
      • Table 5-7 Demographic Profile of U.S. Adults Favoring Clorox, Clorox 2, Purex and Store Brand Bleaches, 2004

    • New Product Introductions
      • Table 5-8 Top Bleach Product Marketer Based on Number of SKUs Introduced, 2004
      • Table 5-9 New Bleach Brands Introductions, 2004

    • Market Projections
    • Figure 5-4 Project Bleach Sales, 2005-2009 (in million$)

    Chapter 6 Specialty Products

    • Market Structure
    • Pre-wash/Additives
    • Figure 6-1 IRI-Tracked Pre-wash/Additives Sales by Category, 2000-2004
    • Figure 6-2 Top U.S. Pre-wash/Additive Marketers’ Share, 2000- 2004
    • Table 6-1 IRI-Tracked Sales of Top 10 Pre-wash/Additive Marketers, 2000-2004
    • Table 6-2 IRI-Tracked Sales of Top 10 Pre-wash/Additive Brands, 2000-2004
    • Figure 6-3 Estimated Pre-wash/Additive Sales, 2005-2009
    • Fine Washable Laundry Detergent
    • Figure 6-4 IRI-Tracked Fine Washable Laundry Detergent Sales by Category, 2000-2004
    • Marketers and Brands
    • Table 6-3 IRI-Tracked Sales of Top Six Fine Washable Laundry Detergent Marketers, 2000-2004
    • Table 6-4 IRI-Tracked Sales of Top Six Fine Washable Laundry Detergent Brands, 2000-2004
    • Figure 6-5 Projected Fine Washable Laundry Detergent Sales, 2005-2009
    • Laundry Starch
    • Figure 6-6 IRI-Tracked Laundry Starch Sales, by Category, 2000-2004
    • Marketers and Brands
    • Table 6-5 IRI-Tracked Sales of Top 8 Laundry Starch Marketers, 2000-2004
    • Table 6-6 IRI-Tracked Sales of Top 10 Laundry Starch Brands, 2000-2004
    • Figure 6-7 Projected Laundry Starch Sales, 2005-2009
    • Static Control/Fabric Protector Liquid
    • Figure 6-8 IRI-Tracked Static Control/Fabric Protector Liquid Sales by Category, 2000-2004
    • Table 6-7 IRI-Tracked Sales of Top 10 Static Control/Fabric Protector Liquid Marketers 2000-2004
    • Table 6-8 IRI-Tracked Sales of Top 10 Static Control/Fabric Protector Liquid Brands, 2000-2004
    • Figure 6-9 Projected Static Control/Fabric Protector Liquid Sales, 2005-2009
    • The Consumer
      • Demographic Preferences for Laundry Aids
      • Table 6-9 Demographic Profile of Consumers Using Laundry Aids
      • Sprays Are Favored
      • Table 6-10 U.S. Consumers Favoring Laundry Aids by Types
      • Top Brands by Consumer Preference
      • Figure 6-10 U.S. Adults’ Brand Preference of Laundry Aids
      • Demographic Profile for Top Laundry Aid Brands
      • Table 6-11 Demographic Profile of U.S. Adults Favoring OxiClean, Shout and Spray'N Wash
      • Table 6-12 Demographic Profile of U.S. Adults Favoring Clorox Stain- Out and Woolite

    • Household Spending for Other Laundry Cleaning Products
      • Spending by Age Groups
      • Table 6-13 Household Spending on Other Laundry Care and Cleaning Supplies by Age, 2004
      • Figure 6-11 Household Spending on Other Laundry Care and Cleaning Supplies by Ethnicity
      • Figure 6-12 Average Annual Household Expenditure on Other Laundry Care and Cleaning Supplies, by Ethnicity, 2004
      • Spending by Household Income
      • Table 6-14 Household Spending on Other Laundry Care and Cleaning Supplies by Income 2004
      • Figure 6-13 Household Spending on Other Laundry Care and Cleaning Supplies by Income 2004
      • Figure 6-14 Average Annual Household Expenditure on Other Laundry Care and Cleaning Supplies, by Income 2004
      • Spending by Race of Householder
      • Table 6-15 Household Spending on Other Laundry Care and Cleaning Supplies by Race, 2004
      • Figure 6-15 Household Spending on Other Laundry Care and Cleaning Supplies by Race, 2004
      • Figure 6-16 Average Annual Household Expenditure on Other Laundry Care and Cleaning Supplies by Race, 2004
      • Spending by Ethnicity
      • Table 6-16 Household Spending on Other Laundry Care and Cleaning Supplies by Ethnicity, 2004
      • Figure 6-17 Household Spending on Other Laundry Care and Cleaning Supplies by Ethnicity 2004
      • Figure 6-18 Average Annual Household Expenditure on Other Laundry Care and Cleaning Supplies, by Ethnicity, 2004

    Chapter 7 Eco-Friendly Products

    • Overview
    • Table 7-1 Environmental and Health Concerns of Laundry Ingredients
    • Regulatory and Industry Initiatives
    • The Market for Eco-friendly Cleaners
    • Marketer Initiatives
    • Table 7-2 New Laundry Care Introductions with Eco-friendly Claims, 2004
    • Outlook

    Chapter 8 Market Dynamics

    • Overview
    • Ad Spends
    • Table 8-1 Top 15 Laundry Care Brands by Ad Spends, 2004
    • P&G Leads the Way
    • Table 8-2 P&G Ad Spends by Brand, 2004
    • Unilever Spends on Snuggle
    • Table 8-3 Unilever Ad Spends by Brands
    • The Dial Corporation
    • Table 8-4 The Dial Corporation Ad Spends by Brands 2004
    • Church & Dwight Co Inc
    • Table 3-5 Church & Dwight Ad Spends By Brands 2004
    • Marketing and Advertising Initiatives
    • The Coolest Way to Clean
    • All Tries Unique Partnerships and Low-key Initiatives
    • Wisk Campaign Targets Children To Get Dirtier
    • Hispanics Present an Opportunity for Laundry Care Products
    • Whistle While You Clean
    • New Product Launches
    • Table 8-6 New Laundry Product Introductions by Category, 2004
    • P&G Leads New Product Launches
    • Table 8-7 U.S. Laundry Care New Product Launches by Marketer And SKUs

    Chapter 9 Competitive Profiles

    • The Procter & Gamble Company
      • Company Snapshots
      • Table 9-1 P&G Laundry Care Brands - 2004
      • Figure 9-1 Laundry Care Category Share of P&G (2004)
      • Figure 9-2 IRI-Tracked Sales of Procter & Gamble, 2000-2004,

    • Church & Dwight Co. Inc.
      • Table 9-2 Church & Dwight Laundry Care Brand Portfolio
      • Figure 9-3 Laundry Care Category Share of Church & Dwight Co. Inc. -2004
      • Figure 9-4 IRI-Tracked Sales for Church & Dwight Co. Inc. Laundry Care Products, 2000-2004

    • The Clorox Company
      • Table 9-3 The Clorox Company Laundry Care Brand Portfolio
      • Figure 9-5 Laundry Care Category Share of The Clorox Company (2004)
      • Figure 9-6 IRI-Tracked Sales for The Clorox Co. Laundry Care products, 2000-2004

    • The Dial Corporation
      • Table 9-4 The Dial Corporation Top Laundry Care Brand Portfolio
      • Figure 9-7 Laundry Care Category Share of The Dial Corp. (2004)
      • Figure 9-8 IRI-Tracked Sales for The Dial Corp Laundry Care products, 2000-2004

    • Colgate Palmolive Company Ltd.
      • Table 9-6 Colgate Palmolive Top Laundry Care Brand Portfolio
      • Figure 9-9 Laundry Care Category Share of Colgate Palmolive (2004)
      • Figure 9-10 IRI-Tracked Sales for Colgate Palmolive Laundry Care Products, 2000-2004,

    • Reckitt Benckiser Inc.
      • Table 9-7 Reckitt Benckiser Inc Top Laundry Care Brand Portfolio
      • Figure 9-11 Laundry Care Category Share of Reckitt Benckiser Inc. -2004
      • Figure 9-12 IRI-Tracked Sales for Reckitt Benckiser Inc. Laundry Care Products, 2000-2004

    • SC Johnson & Son Inc.
      • Table 9-8 S. C. Johnson & Son Laundry Care Brand Portfolio
      • Figure 9-13 IRI-Tracked Sales for S. C. Johnson & Son Inc. Laundry Care products, 2000-2004

    • Orange Glo International
      • Company Snapshot:

    • Huish Detergents
      • Table 9-9 Huish Detergents Laundry Care Brand Portfolio
      • Figure 9-14 Laundry Care Category Share of Huish Detergents (2004)
      • Figure 9-15 IRI-Tracked Sales for Huish Detergents Laundry Care Products, 2000-2004

    • Unilever
      • Table 9-10 Unilever Laundry Care Brand Portfolio
      • Figure 9-16 Laundry Care Category Share of Unilever (2004)
      • Figure 9-17 IRI-Tracked Sales for Unilever Laundry Care Products, 2000-2004

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