The Market

• Market Background
• Two Product Categories
• Sales Estimated at $872.4 Million
• Table 1-1: U. S. Retail Sales of Convenience Household Cleaning Products by Product Category: 2000-2007
• Cleaner Cloths Sales by Subsegment Through Food, Drug and Mass Merchandising Outlets
• Convenience Mops Claim almost 50% of Market
• ReadyMop: Top New Nonfood Brand
• Factors to Market Growth
• Too Tired To Clean

The Marketers


• Towards Convenience
• The Role of Procter & Gamble
• Leading Marketers
• Other Top Marketers
• Swiffer Leads in Cleaning Tools Category
• Clorox Still The Leader
• The Case for Market Consolidation

Marketing Trends


• Nonwoven Fabric Innovations Proliferate
• Ad Spending Approaches $200 Million In 2002
• S. C. Johnson, P&G and Clorox the Big Spenders
• Other Major Spenders

Retail Dynamics


• The Role of Private Label
• Consolidation Among Retailers

Report Methodology


• Market Parameters
• Report Methodology

Chapter 2: The Market

• A Brief History Of Convenience Wipes
• Airlaid Vs. Spunlaced
• Two Product Categories
  • Household Cleaner Cloths/Wipes
  • Mops/Brooms

  Market Size And Composition
  

  • Note On Market Estimates
  • Sales Estimated At $872.4 Million
  • Table 2-1: U.S. Retail Sales Of Convenience Household Cleaning Products, 1998-2002
  • Market Growth By Product Category
  • Table 2-2: U.S. Retail Sales Of Convenience Household Cleaning Products By Product Category: Cleaner Cloths/Wipes Vs. Mops/Brooms, 1998-2002
  • Cleaner Cloths Sales By Subsegment Through Retail Outlets
  • Table 2-3: U.S. Retail Sales Of Cleaner Cloths/Wipes, 2002
  • Convenience Mops Claim Almost 50% Of Market
  • ReadyMop: Top New Nonfood Brand
  • Newer Surfaces To Wipe
  • Sales Steady Across Seasons

  Factors To Market Growth
  

  • Major Growth Drivers
  • Too Tired To Clean
  • Brand Power
  • Retailer Initiatives
  • The "Disposable" Consumer Disposition
  • A Question Of Ecology
  • The Impact Of Anthrax
  • Increasing Growth For Cloths / Wipes
  • Table 2-4: Projection Of U. S. Housing Starts, 2002-2006
  • Quick And Effective Cleaning Solutions
  • Innovation For Increased Convenience

  Projected Market Growth
  

  • Market To Approach $3.9 Billion By 2007
  • Table 2-5: Projected U. S. Retail Sales Of Convenience Household Cleaning Products, 2002-2007
  • Projected Growth By Product Category
  • Table 2-6: Projected U. S. Retail Sales Of Convenience Household Cleaning Products By Product Category: Cleaner Cloths/Wipes Vs. Mops/Brooms, 2002-2007

Chapter 3: The Marketers

• Towards Convenience
• The Role Of Procter & Gamble
• Other Top Marketers
• Table 3-1: The U.S. Market For Wipes:Selected Personal And Household Products By Marketer And Brand Line

Marketer And Brand Shares

• Leading Marketers
• Pledging Freedom From Household Drudgery
• Swiffer Leads In Cleaning Tools Category
• Clorox Still The Leader
• Table 3-2: U.S. Retail Sales Of Cleaner Cloths/Wipes: Marketer/Brand Shares, 2002
• Table 3-3: U.S. Retail Sales For Mops/Brooms: Marketer/Brand Shares, 2002

The Competitive Situation

• Swiping Wipes
• Positioning Private Label
• A Wipe For All
• Sweeping Clean Conveniently
• Bucketing The Bucketless Mops
• Blending Science And Marketing
• Wipe Wars
• Safety Vs. Convenience
• The Case For Market Consolidation

Competitive Briefs
.

• Clorox: From Bleach To Convenience Mops
• Strategies For Sustenance

Procter & Gamble: Leading With Unmatched Diversity Of Brands

• Success Through Strategic Acquisitions And Management
• Strategic Imperatives

S. C. Johnson & Son, Inc.: From Speciality Cleaners To Wipes

• Venturing Into Premoistened Wipes

Reckitt Benckiser, Plc: Clean Presence World Over

• Expanding To Wipes

43 3M Company Continuing Innovation

• Convenience With High Performance

Kimberly-Clark Corporation: From Personal Care To Home Products

• Foray Into Household Care

Sara Lee Corporation From Food To Furniture Care

• Furniture And Electronics

Orange Glo International A Garage Story

• Foraying Into Wipes

Chapter 4: Marketing Trends

• New Product Introductions
• Nonwoven Fabric Innovations Proliferate
• Floor Wipes Sweep Clean
• Newer Wipe Applications
• Backfired Brand Extensions
• Pet Priorities
• Swiffer Vs. Ready Mop
• A Surge In Demand For Surface Surfactants
• Wipes And Brand Loyalty
• Marketer-Supplier Relationship
• A Swipe At Car Care
• Fragrance Driving Wipes Sales
• Table 4-1: The U.S. Wipes Market: Selected New Product Introductions, 2000-2002: 24 Marketers/65 Brands

Advertising And Promotion Trends

• Ad Spending Approaches $200 Million In 2002
• Clorox, P&G And S. C. Johnson The Big Spenders
• Other Major Spenders
• Toss And Go!
• Advertising In Broadcasting Networks

Chapter 5: Retail Dynamics

• Distribution Basics
• The Role Of Private Label
• Shelf Space At A Premium
• Retail Prices For Cleaner Cloths/Wipes Product Introductions
• Pricing And Packaging
• Retail Prices For Mops/Brooms Product Introductions
• Table 5-1:Suggested U. S. Retail Prices For Selected Cleaner Cloths/Wipe Products
• Table 5-2: Suggested U. S. Retail Prices For Selected Mops/Broom Products

Retail Focus By Outlet Type

• Front End Displays By Mass Merchandisers
• Consolidation Among Retailers

Appendix: Addresses of Select Marketers