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The Household Cleaning Products Market

Abstract

Table of Contents

I. Executive Summary

Scope and Methodology
• Market Scope
• Report Methodology

The Products
• Six Segments in Surface Cleaners Category
• All-Purpose Cleaners/Disinfectants
• Non-Abrasive Tub/Tile Cleaners
• Scouring Pads/Sponges
• Glass Cleaners/Ammonia
• Abrasive Tub/Tile Cleaners
• Floor Cleaners/Waxes
• Six Segments in Specialty Cleaners Category
• Rug/Upholstery Cleaners
• Toilet Bowl Cleaners
• Drain Openers
• Spray Disinfectants
• Oven Cleaners
• Metal Polishes

The Market
• Mass-Market Sales Approach $3.4 Billion in 1998
• Surface Cleaner Sales at $2.0 Billion
• Specialty Cleaner Sales at $1.4 Billion
• Table 1-1: The U.S. Household Cleaners Market: Mass-Market Sales by Product Category, 1994-2003 (dollars): Surface Cleaners, Specialty Cleaners
• Surface Cleaners Claim 59% of Market
• Household Cleaners a Mature Market
• Market Projected to Surpass $3.9 Billion in 2003

The Marketers
• Over 50 Notable Household Cleaners Marketers
• Clorox Claims 22% of Market
• Figure 1-1: Top Marketer Shares of U.S. Mass-Market Sales of Household Cleaners, 1998 (percent): Clorox, Reckitt & Colman, S.C. Johnson, Procter & Gamble, All Others
• Surface Cleaner Leaders
• Specialty Cleaner Leaders
• The Reckitt Benckiser Challenge

Distribution and Retail
• Range of Outlets
• Mass Merchandisers Gain One-Tenth of Market
• Supermarkets, Drugstores Slipping in Dollar Sales
• Supermarkets Account for Two-Thirds of Retail Overall

The Consumer
• Basic Patterns for Surface Cleaners
• Basic Patterns for Specialty Cleaners

II. The Overall Market

The Products
• Two Market Categories
• Six Segments in Surface Cleaners Category
• All-Purpose Cleaners/Disinfectants
• Non-Abrasive Tub/Tile Cleaners
• Scouring Pads/Sponges
• Glass Cleaners/Ammonia
• Abrasive Tub/Tile Cleaners
• Floor Cleaners/Waxes
• Considerable Cross-Use Among Surface Cleaners
• Six Segments in Specialty Cleaners Category
• Rug/Upholstery Cleaners
• Toilet Bowl Cleaners
• Drain Openers
• Spray Disinfectants
• Oven Cleaners
• Metal Polishes
• Government Regulation
• FIFRA Eases Rules in Mid-1990s
• Figure 2-1: U.S. Mass-Market Sales of Household Cleaners, 1994-1998 (dollars)

The Market
• Mass-Market Sales Approach $3.4 Billion in 1998
• Surface Cleaner Sales at $2.0 Billion
• Table 2-1: U.S. Mass-Market Sales of Household Cleaners by Product Category: Surface Cleaners vs. Specialty Cleaners, 1994-1998 (dollars)
• Specialty Cleaner Sales at $1.4 Billion
• Surface Cleaners Claim 59% of Market
• Figure 2-2: Share of U.S. Mass-Market Sales of Household Cleaners by Product Category: Surface Cleaners vs. Specialty Cleaners, 1994 vs. 1998 (percent)
• Household Cleaners a Mature Market
• Convenience vs. Conscience
• Growth in Households
• Table 2-2: Number of U.S. Households, 1990-2010
• Less Time to Clean
• Broader Use Only a Partial Fix
• The Role of Niche Marketing
• The Case Against Chemicals
• Market Projected to Surpass $3.9 Billion in 2003
• Table 2-3: Projected U.S. Mass-Market Sales of Household Cleaners by Product Category: Surface Cleaners vs. Specialty Cleaners, 1998-2003 (dollars)

The Marketers
• Over 50 Notable Household Cleaners Marketers
• Clorox Claims 22% of Market
• Table 2-4: Marketer Shares of U.S. Mass-Market Sales of Household Cleaners, 1998 (percent): 6 Marketers, Private Label, All Other Marketers
• Table 2-5: Leading U.S. Household Cleaners Marketers by Brands and Product Categories (59 Marketers and Their Brands)

Competitive Profile: Clorox Co.
• Bleach and More
• Company History
• Acquisition of First Brands
• Brand Building and Acquisitions
• Attention to Details

Competitive Profile: Reckitt & Colman
• Keeping Households Clean and Healthy
• Company History
• Filling In More Gaps
• Committing to China
• Navigating in Troubled Waters
• Competing in America
• Reckitt Benckiser

Competitive Profile: S.C. Johnson & Son, Inc.
• A Big Family Business
• Company History
• Johnson in the 1990s: Active in Acquisitions
• Growth Through Innovation

Competitive Profile: Procter & Gamble Co.
• P&G Has Both Size and Diversity
• Company History
• New Strategies for the Nineties
• Safety and Testing
• P&G and Yahoo!
• Concentrated Versions

Competitive Briefs
• Benckiser Consumer Products
• Clean Shower L.P.
• Faultless Starch/Bon Ami Co.
• Iron Out, Inc.
• Lime-O-Sol
• Servaas Labs, Inc.
• Spontex, Inc.
• 3M
• J.A. Wright & Co.

Distribution and Retail
• Range of Outlets
• Mass Merchandisers Gain One-Tenth of Market
• Table 2-6: The U.S. Household Cleaners Market: Share of Sales by Mass-Market Retail Sector and Product Category, 1994 vs. 1998 (percent): 3 Sectors, 2 Categories
• Supermarkets, Drugstores Slipping in Dollar Sales
• Supermarkets Account for Two-Thirds of Retail Overall

The Consumer
• Basic Consumer Patterns for Surface Cleaners
• Table 2-7: Consumer Overview for Household Surface Cleaners by Product Type, 1998 (percent): 4 Product Classifications
• Basic Consumer Patterns for Specialty Cleaners
• Table 2-8: Consumer Overview for Household Specialty Cleaners by Product Type, 1998 (% Principal Shoppers, Median Age, Median Household Income)

III. Surface Cleaners

The Products
• Six Segments in Surface Cleaners Category
• All-Purpose Cleaners/Disinfectants
• Non-Abrasive Tub/Tile Cleaners
• Scouring Pads/Sponges
• Glass Cleaners/Ammonia
• Abrasive Tub/Tile Cleaners
• Floor Cleaners/Waxes
• Considerable Cross-Use Among Surface Cleaners
• Figure 3-1: The U.S. Household Cleaners Market: Mass-Market Sales of Surface Cleaners, 1994-1998 (dollars)

Market Size and Growth
• Sales Approach $2 Billion in 1998
• Table 3-1: The U.S. Household Cleaners Market: Mass-Market Sales of Surface Cleaners, 1994-1998 (dollars)
• All-Purpose Cleaners/Disinfectants Return to Growth
• Non-Abrasives Make 27% Jump
• A Slow-Down in Scouring-Pad Gains
• Glass Cleaners/Ammonia Gain Momentum
• Abrasives Continue in Decline
• Floor Cleaner Sales Are Stagnant
• Table 3-2a: The U.S. Household Cleaners Market: Mass-Market Sales of Surface Cleaners by Product Segment, 1994-1998 (dollars): All-Purpose Cleaners/Disinfectants; Non-Abrasive Tub/Tile Cleaners; Scouring Pads/Sponges
• Table 3-2b: The U.S. Household Cleaners Market: Mass-Market Sales of Surface Cleaners by Product Segment, 1994-1998 (dollars): Glass Cleaners/Ammonia; Abrasive Tub/Tile Cleaners; Floor Cleaners/Waxes

Market Composition
• All-Purpose Cleaners/Disinfectants Claim One-Third of Category
• Figure 3-2: The U.S. Household Cleaners Market: Share of Surface Cleaner Sales by Product Segment, 1994 vs. 1998 (percent): 6 Product Segments
• Mass Merchandisers Gain One-Tenth of Market
• Figure 3-3: The U.S. Household Cleaners Market: Share of Surface Cleaner Sales by Mass-Market Retail Sector, 1994 vs. 1998 (percent): Supermarkets, Mass Merchandisers, Drugstores
• Only Floor Cleaners Show Regional Skew
• Table 3-3: Usage by U.S. Region of Selected Household Cleaner Types, 1998 (indices): 5 Product Classifications/6 U.S. Regions

Factors to Market Growth
• Broad Applications Suit Busy Lifestyles
• Niche-Marketing Stimulates Sales
• Steady Stream of Innovation
• All-Purpose Disinfectants Benefit Most from FIFRA
• Shower Cleaners Resurrect Non-Abrasives Segment
• Scouring Pads/Sponges a Mature Segment
• Glass Cleaners Tap Potential in Combination Products
• Abrasive Tub/Tile Cleaners Revert to Commodity Status
• Floor Cleaners/Waxes Rocked by New Flooring Trends
• Figure 3-4: The U.S. Household Cleaners Market: Projected Mass-Market Sales of Surface Cleaners, 1998-2003 (dollars)

Projected Market Growth
• Surface Cleaners to Show Moderate Growth
• Table 3-4: The U.S. Household Cleaners Market: Projected Mass-Market Sales of Surface Cleaners, 1998-2003 (dollars)
• Growth by Segment
• Table 3-5a: The U.S. Household Cleaners Market: Projected Mass-Market Sales of Surface Cleaners by Product Segment, 1998-2003 (dollars): All-PurposeCleaners/Disinfectants; Non-Abrasive Tub/Tile Cleaners; Scouring Pads/Sponges
• Table 3-5b: The U.S. Household Cleaners Market: Projected Mass-Market Sales of Surface Cleaners by Product Segment, 1998-2003 (dollars): Glass Cleaners/Ammonia; Abrasive Tub/Tile Cleaners; Floor Cleaners/Waxes

The Marketers
• 36 Notable Mass Marketers
• Table 3-6: Number of Major Household Surface Cleaners Marketers by Product Segment, 1998 (number): 6 Product Segments
• More Brands Than Marketers
• Table 3-7: Leading U.S. Household Surface Cleaners Marketers by Brands and Product Segments (37 Marketers and Their Brands)

Marketer and Brand Shares
• Clorox at 42% Share in All-Purpose Cleaners/Disinfectants
• Clorox Garners 26% of Non-Abrasives
• 3M Claims One-Third Share of Scouring Pads/Sponges
• S.C. Johnson Racks Up 58% of Glass Cleaner/Ammonia Sales
• Clorox and P&G Dominate in Abrasive Tub/Tile Cleaners
• S.C. Johnson Corners 57% of Floor Cleaner Sales
• Table 3-8: Marketer Shares of U.S. Mass-Market Sales of All-Purpose Cleaners/Disinfectants, 1998 (percent): 7 Marketers/19 Brands, All Other Marketers, Private Label
• Table 3-9: Marketer Shares of U.S. Mass-Market Sales of Non-Abrasive Tub/Tile Cleaners, 1998 (percent): 8 Marketers/13 Brands, All Other Marketers, Private Label
• Table 3-10: Marketer Shares of U.S. Mass-Market Sales of Scouring Pads/Sponges, 1998 (percent): 7 Marketers/17 Brands, All Other Marketers, Private Label
• Table 3-11: Marketer Shares of U.S. Mass-Market Sales of Glass Cleaners/Ammonia, 1998 (percent): 5 Marketers/7 Brands, All Other Marketers, Private Label
• Table 3-12: Marketer Shares of U.S. Mass-Market Sales of Abrasive Tub/Tile Cleaners, 1998 (percent): 4 Marketers/4 Brands, All Other Marketers, Private Label
• Table 3-13: Marketer Shares of U.S. Mass-Market Sales of Floor Cleaners/Waxes, 1998 (percent): 5 Marketers/13 Brands, All Other Marketers, Private Label

The Competitive Situation
• Clorox and S.C. Johnson Form the First Tier
• The Reckitt Benckiser Challenge
• An Onslaught of New Product Activity

Marketing and New Product Trends
• Reformulations to Increase Potency
• Germ-Killing Surface Cleaners
• Cleaners with Bleach
• "Safer" Products
• Citrus-Based Alternatives
• New Scents Make Sense
• New Sizes and Packagings
• Table 3-14: Selected Household Surface Cleaner New Product Introductions, 1998 - Summer 1999

Consumer Advertising and Promotion
• Ad Spending Exceeds $157 Million in 1998
• Clorox Allots $55 Million
• S.C. Johnson Second with $36 Million
• Third-Tier Marketers Hover Around $20 Million
• Ads Focus on Effectiveness and Power
• Strong but Safe
• Germ-Killing Properties
• Atmospheric Scents
• Misting Away Shower Care
• Keeping Floors Clean and Beautiful
• Combination Copy
• Coupons Remain Common
• A Rebate/Lottery
• Samples of Consumer Advertising

Trade Advertising and Promotion
• Products on Parade
• Standard Approaches to Promotion¾Plus Sampling

Distribution and Retail
• Distributors vs. Direct Distribution
• Warehousing vs. Direct Store Delivery
• Advantages of Warehouse Delivery
• Disadvantages of Warehouse Delivery
• Advantages of Direct Store Delivery
• Disadvantages of Direct Store Delivery
• ECR and Category Management
• Range of Outlets
• Mass Merchandisers Gain One-Tenth of Category
• Table 3-15: The U.S. Household Cleaners Market: Share of Surface Cleaner Sales by Mass-Market Retail Sector and Product Segment, 1994 vs. 1998 (percent): 3 Sectors, 6 Segments
• Supermarkets, Drugstores Slipping in Dollar Sales
• Supermarkets Account for Two-Thirds of Retail Overall
• Retail Margins at 25%-34%

Consumer Overview: Surface Cleaners
• Note on Simmons Market Research Bureau Data
• Range of Data
• Basic Consumer Patterns
• Table 3-16: Consumer Overview for Household Surface Cleaners by Product Type, 1998 (percent): 4 Product Classifications, Entire Sample

Consumer Focus: Scouring Pads/Sponges
• 96 Million Purchasers of Scouring Pads/Sponges
• Income and Education Are Indicators by Product Type
• Indicators by Brand Preference
• Table 3-17: Demographic Characteristics Favoring Purchase of Scouring Pads/Sponges by Product Type: Non-Steel Wool vs. Steel Wool, 1998 (U.S. Principal Shoppers)
• Table 3-18: Demographic Characteristics Favoring Purchase of Scouring Pads/Sponges by Brand, 1998 (U.S. Principal Shoppers): S.O.S, Brillo, Scotch Brite

Consumer Focus: Window/Glass Cleaners
• 106 Million Purchasers of Window/Glass Cleaners
• Use on Glass, Non-Glass, or Both
• Distinct Demographics for Non-Glass Users
• Broad Draw for Windex
• Table 3-19: Demographic Characteristics Favoring Purchase of Window/Glass Cleaners by Surface Type, 1998 (U.S. Principal Shoppers): Glass, Non-Glass, Both
• Table 3-20: Demographic Characteristics Favoring Purchase of Window/Glass Cleaners by Brand, 1998 (U.S. Principal Shoppers): Glass Plus, Ajax, Formula 409

Consumer Focus: Abrasive Tub/Tile Cleaners
• 88 Million Purchasers of Abrasive Tub/Tile Cleaners
• Liquids and Gels Draw Up-Market Users
• Little Consumer Differentiation to Kitchen vs. Bathroom Use
• Demographics by Brand
• Table 3-21: Demographic Characteristics Favoring Purchase of Abrasive Tub/Tile Cleaners by Product Type, 1998 (U.S. Principal Shoppers): Powder, Liquid, Gel
• Table 3-22: Demographic Characteristics Favoring Purchase of Abrasive Tub/Tile Cleaners by Place Most Often Used: Bathroom vs. Kitchen, 1998 (U.S. Principal Shoppers)
• Table 3-23: Demographic Characteristics Favoring Purchase of Abrasive Tub/Tile Cleaners by Brand, 1998 (U.S. Principal Shoppers): Comet, Ajax, Soft Scrub

Consumer Focus: Floor Cleaners/Waxes
• 33 Million Purchasers of Floor Cleaners/Waxes
• Demographic Indicators
• Younger Profile for Cleans & Waxes Products
• Mop & Glo vs. Second-Tier Brands
• Table 3-24: Demographic Characteristics Favoring Purchase of Floor Waxes/Cleaners, 1998 (U.S. Principal Shoppers)
• Table 3-25: Demographic Characteristics Favoring Purchase of Floor Waxes/Cleaners by Product Type: Cleans & Waxes vs. Waxes Only, 1998 (U.S. Principal Shoppers)
• Table 3-26: Demographic Characteristics Favoring Purchase of Mop & Glo Brand Floor Waxes/Cleaners, 1998 (U.S. Principal Shoppers)
• Table 3-27: Demographic Characteristics Favoring Purchase of Floor Waxes/Cleaners by Brand, 1998 (U.S. Principal Shoppers): Future, Armstrong (any), Brite

IV. Specialty Cleaners

The Products
• Six Segments in Specialty Cleaner Category
• Rug/Upholstery Cleaners
• Toilet Bowl Cleaners
• Drain Openers
• Spray Disinfectants
• Oven Cleaners
• Metal Polishes
• Figure 4-1: The U.S. Household Cleaners Market: Mass-Market Sales of Specialty Cleaners, 1994-1998 (dollars)

Market Size and Growth
• Specialty Cleaner Sales Approach $1.4 Billion
• Table 4-1: The U.S. Household Cleaners Market: Mass-Market Sales of Specialty Cleaners, 1994-1998 (dollars)
• Rug Cleaners Surge to $526 Million
• Toilet Bowl Cleaners Edge Up to $387 Million
• Drain Openers Slip to $183 Million
• Spray Disinfectants, at $166 Million, Reverse Decline
• Oven Cleaners Hold Constant at $64 Million
• Metal Polishes Rise to $52 Million
• Table 4-2a: The U.S. Household Cleaners Market: Mass-Market Sales of Specialty Cleaners by Product Segment, 1994-1998 (dollars): Rug/Upholstery Cleaners, Toilet Bowl Cleaners, Drain Openers
• Table 4-2b: The U.S. Household Cleaners Market: Mass-Market Sales of Specialty Cleaners by Product Segment, 1994-1998 (dollars): Spray Disinfectants, Oven Cleaners, Metal Polishes

Market Composition
• Rug Cleaners Remain Best-Selling Specialty Cleaner
• Figure 4-2: The U.S. Household Cleaners Market: Share of Specialty Cleaner Sales by Product Segment, 1994 vs. 1998 (percent): 6 Product Segments
• Mass Merchandisers Gain One-Tenth of Market
• Figure 4-3: The U.S. Household Cleaners Market: Share of Specialty Cleaner Sales by Mass-Market Retail Sector, 1994 vs. 1998 (percent): Supermarkets, Mass Merchandisers, Drugstores
• Sales by Region
• Table 4-3: Usage by U.S. Region of Selected Household Specialty Cleaner Types, 1998 (indices): 6 Product Segments/6 U.S. Regions

Factors to Market Growth
• Growth Potential Limited by Lifestyle Factors
• Rug Cleaners See Promise in Pet Population, Chemical Guards
• Toilet Bowl Cleaners to Rely on Convenience, Strength
• Drain Openers Suffer from Ultra-Efficiency
• FIFRA Amendment Means Opportunity for Spray Disinfectants
• Oven Cleaners Hurt by Microwave and Self-Cleaning Ovens
• Metal Polishes Have Rough Road Ahead
• Figure 4-4: The U.S. Household Cleaners Market: Projected Mass-Market Sales of Specialty Cleaners, 1998-2003 (dollars)

Projected Market Growth
• Sales Gains Projected at 2.7%-4.0%
• Table 4-4: The U.S. Household Cleaners Market: Projected Mass-Market Sales of Specialty Cleaners, 1998-2003 (dollars)
• Growth by Segment
• Table 4-5a: The U.S. Household Cleaners Market: Projected Mass-Market Sales of Specialty Cleaners by Product Segment, 1998-2003 (dollars): Rug/Upholstery Cleaners, Toilet Bowl Cleaners, Spray Disinfectants
• Table 4-5b: The U.S. Household Cleaners Market: Projected Mass-Market Sales of Specialty Cleaners by Product Segment, 1998-2003 (dollars): Drain Openers, Oven Cleaners, Metal Polishes

The Marketers
• 21 Notable Mass Marketers
• Table 4-6: Number of Major Household Specialty Cleaner Marketers by Product Segment, 1998 (number): 6 Product Segments
• Brands Outnumber Marketers
• Table 4-7: Leading U.S. Household Specialty Cleaner Marketers by Brands and Product Segments (37 Marketers and Their Brands)

Marketer and Brand Shares
• Reckitt & Colman Claims 18% of Rug Cleaner Segment
• Reckitt & Colman at 29% Share of Toilet Bowl Cleaners
• Clorox and S.C. Johnson Lead Drain Opener Segment
• Reckitt & Colman Monopolizes Spray Disinfectants
• Reckitt & Colman Racks Up 61% of Oven Cleaner Sales
• Wright Claims One-Fifth of Metal Polish Segment
• Table 4-8: Marketer Shares of U.S. Mass-Market Sales of Rug/Upholstery Cleaners, 1998 (percent): 7 Marketers/15 Brands, All Other Marketers, Private Label
• Table 4-9: Marketer Shares of U.S. Mass-Market Sales of Toilet Bowl Cleaners, 1998 (percent): 5 Marketers/14 Brands, All Other Marketers, Private Label
• Table 4-10: Marketer Shares of U.S. Mass-Market Sales of Drain Openers, 1998 (percent): 2 Marketers/3 Brands, All Other Marketers, Private Label
• Table 4-11: Marketer Shares of U.S. Mass-Market Sales of Spray Disinfectants, 1998 (percent): Reckitt & Colman/Lysol, All Other Marketers, Private Label
• Table 4-12: Marketer Shares of U.S. Mass-Market Sales of Oven Cleaners, 1998 (percent): 2 Marketers/3 Brands, All Other Marketers, Private Label
• Table 4-13: Marketer Shares of U.S. Mass-Market Sales of Metal Polishes, 1998 (percent): 4 Marketers/6 Brands, All Other Marketers

The Competitive Situation
• Reckitt Dominates Market and Brand Leadership
• The Catch-22 of New-Improved Products
• Reformulations Are Primary "New" Product Activity

Marketing and New Product Trends
• Larger Segments Show More Innovation
• "Professional Strength" Products
• Convenience in Performance and Packaging
• Getting Down to Germs
• Fragrance Doesn't Necessarily Follow Function
• All-Natural Specialty Cleaners
• Table 4-14: Selected Household Specialty Cleaner New Product Introductions, 1998-Summer 1999

Consumer Advertising and Promotion
• Over $140 Million in 1998 Advertising
• Four Marketers Dominate Advertising
• Febreze Gives Specialty Cleaners Parity in Media Spending
• The Effectiveness/Power Appeal
• More and Better
• The Varieties of Convenience
• Putting a Number On It
• Products Over Plumbers
• Coupons Remain Most Popular Specialty Cleaners Promotion
• Extra Product Offered Free
• Samples of Consumer Advertising

Trade Advertising and Promotion
• Products on Parade
• Standard Approaches to Promotion¾Plus Sampling

Distribution and Retail
• Distributors vs. Direct Distribution
• Warehousing vs. Direct Store Delivery
• Advantages of Warehouse Delivery
• Disadvantages of Warehouse Delivery
• Advantages of Direct Store Delivery
• Disadvantages of Direct Store Delivery
• ECR and Category Management
• Range of Outlets
• Mass Merchandisers Gain One-Tenth of Category
• Table 4-15: The U.S. Household Cleaners Market: Share of Specialty Cleaner Sales by Mass-Market Retail Sector and Product Segment, 1994 vs. 1998 (percent): 3 Sectors, 6 Segments
• Supermarkets, Drugstores Slipping in Dollar Sales
• Supermarkets Account for Two-Thirds of Retail Overall
• Retail Margins at 23%-31%

Consumer Overview: Specialty Cleaners
• Note on Simmons Market Research Bureau Data
• Range of Data
• Basic Consumer Patterns
• Table 4-16: Consumer Overview for Household Specialty Cleaner Products by Product Type, 1998 (percent): 6 Product Classifications, Entire Sample

Consumer Focus: Rug Cleaners
• Nearly 45% of American Principal Shoppers Use Rug Cleaners
• Middle-Income Middle-Agers Are Typical Users
• Liquid vs. Aerosol vs. Granules
• Resolve Preferred by Educated, Professional Women
• Rug Deodorizers/Fresheners Almost as Popular
• Race and Income Are Consistent Brand Indicators
• Table 4-17: Demographic Characteristics Favoring Use of Rug Cleaners/Shampoos, 1998 (U.S. Principal Shoppers)
• Table 4-18: Demographic Characteristics Favoring Use of Rug Cleaners/Shampoos by Product Type, 1998 (U.S. Principal Shoppers): Liquid, Aerosol, Powder/Granules
• Table 4-19: Demographic Characteristics Favoring Use of Rug Cleaners/Shampoos by Brand, 1998 (U.S. Principal Shoppers): Resolve, Woolite, Scotchgard
• Table 4-20: Demographic Characteristics Favoring Use of Rug Deodorizers/Fresheners, 1998 (U.S. Principal Shoppers)
• Table 4-21: Demographic Characteristics Favoring Use of Rug Deodorizers/Fresheners by Brand, 1998 (U.S. Principal Shoppers): Arm & Hammer, Love My Carpet, Glade

Consumer Focus: Toilet Bowl Cleaners
• 56% Use In-Bowl Toilet Cleaners
• 50% Use In-Tank Cleaners
• Table 4-22: Demographic Characteristics Favoring Use of In-Bowl Toilet Cleaners, 1998 (U.S. Principal Shoppers)
• Table 4-23: Demographic Characteristics Favoring Use of In-Bowl Toilet Cleaners by Brand, 1998 (U.S. Principal Shoppers): Lysol, Vanish, Toilet Duck
• Table 4-24: Demographic Characteristics Favoring Use of In-Tank Toilet Bowl Cleaners, 1998 (U.S. Principal Shoppers)
• Table 4-25a: Demographic Characteristics Favoring Use of In-Tank Toilet Bowl Cleaners by Brand: Vanish vs. 2000 Flushes, 1998 (U.S. Principal Shoppers)
• Table 4-25b: Demographic Characteristics Favoring Use of In-Tank Toilet Bowl Cleaners by Brand, 1998 (U.S. Principal Shoppers): Clorox Bleach Tabs, Ty-D-Bol, Sani-Flush

Consumer Focus: Drain Openers
• 48% of Principal Shoppers Use Drain Openers
• Liquid vs. Aerosol vs. Crystal
• Drano vs. Liquid Plumr
• Table 4-26: Demographic Characteristics Favoring Use of Drain Openers, 1998 (U.S. Principal Shoppers)
• Table 4-27: Demographic Characteristics Favoring Use of Drain Openers by Type, 1998 (U.S. Principal Shoppers): Liquid, Crystal, Aerosol
• Table 4-28: Demographic Characteristics Favoring Use of Drain Openers by Brand: Drano vs. Liquid Plumr, 1998 (U.S. Principal Shoppers)

Consumer Focus: Oven Cleaners
• Over 40% of Principal Shoppers Use Oven Cleaner
• Demographics by Brand
• Table 4-29: Demographic Characteristics Favoring Use of Oven Cleaners, 1998 (U.S. Principal Shoppers)
• Table 4-30a: Demographic Characteristics Favoring Use of Oven Cleaners by Brand: Easy Off vs. S.O.S., 1998 (U.S. Principal Shoppers)
• Table 4-30b: Demographic Characteristics Favoring Use of Oven Cleaners by Brand: Dow vs. Arm & Hammer, 1998 (U.S. Principal Shoppers)

Consumer Focus: Metal Polishes
• Higher Economic Status Is Key Indicator
• 16% Use Silver Polish
• Demographics by Brand
• Table 4-31: Demographic Characteristics Favoring Use of Metal Polishes/Cleaners, 1998 (U.S. Principal Shoppers)
• Table 4-32a: Demographic Characteristics Favoring Use of Metal Polishes/Cleaners by Type: Silver/Silverplate vs. Brass, 1998 (U.S. Principal Shoppers)
• Table 4-32b: Demographic Characteristics Favoring Use of Metal Polishes/Cleaners by Type: Copper vs. Aluminum, 1998 (U.S. Principal Shoppers)
• Table 4-33: Demographic Characteristics Favoring Use of Metal Polishes/Cleaners by Brand, 1998 (U.S. Principal Shoppers): Brasso, Wright's, Twinkle

Appendix I: Examples of Consumer Advertising and Promotions

Appendix II: Addresses of Selected Marketers

Buy Buy the Section

I . EXECUTIVE SUMMARY (pp. 11 - 24)  $179.00

SCOPE AND METHODOLOGY (pg. 13)

THE PRODUCTS (pp. 14 - 16)

THE MARKET (pp. 17 - 18)

THE MARKETERS (pp. 19 - 21)

DISTRIBUTION AND RETAIL (pp. 22 - 23)

THE CONSUMER (pg. 24)

II. THE OVERALL MARKET (pp. 25 - 78)  $948.00

THE PRODUCTS (pp. 27 - 31)

THE MARKET (pp. 32 - 37)

THE MARKETERS (pp. 38 - 46)

COMPETITIVE PROFILE: CLOROX CO. (pp. 47 - 50)

COMPETITIVE PROFILE: RECKITT & COLMAN (pp. 51 - 55)

COMPETITIVE PROFILE: S.C. JOHNSON & SON, INC. (pp. 56 - 59)

COMPETITIVE PROFILE: PROCTER & GAMBLE CO. (pp. 60 - 63)

COMPETITIVE BRIEFS (pp. 64 - 73)

DISTRIBUTION AND RETAIL (pp. 74 - 75)

THE CONSUMER (pp. 76 - 78)

I I I . SURFACE CLEANERS (pp. 79 - 156)  $1,186.00

THE PRODUCTS (pp. 81 - 83)

MARKET SIZE AND GROWTH (pp. 84 - 86)

MARKET COMPOSITION (pp. 87 - 89)

FACTORS TO MARKET GROWTH (pp. 90 - 95)

PROJECTED MARKET GROWTH (pp. 96 - 97)

THE MARKETERS (pp. 98 - 104)

MARKETER AND BRAND SHARES (pp. 105 - 113)

THE COMPETITIVE SITUATION (pp. 114 - 115)

MARKETING AND NEW PRODUCT TRENDS (pp. 116 - 124)

CONSUMER ADVERTISING AND PROMOTION (pp. 125 - 130)

TRADE ADVERTISING AND PROMOTION (pg. 131)

DISTRIBUTION AND RETAIL (pp. 132 - 137)

CONSUMER OVERVIEW: SURFACE CLEANERS (pp. 138 - 139)

CONSUMER FOCUS: SCOURING PADS/SPONGES (pp. 140 - 143)

CONSUMER FOCUS: WINDOW/GLASS CLEANERS (pp. 144 - 146)

CONSUMER FOCUS: ABRASIVE TUB/TILE CLEANERS (pp. 147 - 151)

CONSUMER FOCUS: FLOOR CLEANERS/WAXES (pp. 152 - 156)

IV. SPECIALTY CLEANERS (pp. 157 - 240)  $1,209.00

THE PRODUCTS (pp. 159 - 161)

MARKET SIZE AND GROWTH (pp. 162 - 164)

MARKET COMPOSITION (pp. 165 - 167)

FACTORS TO MARKET GROWTH (pp. 168 - 172)

PROJECTED MARKET GROWTH (pp. 173 - 174)

THE MARKETERS (pp. 175 - 181)

MARKETER AND BRAND SHARES (pp. 182 - 188)

THE COMPETITIVE SITUATION (pp. 189 - 190)

MARKETING AND NEW PRODUCT TRENDS (pp. 191 - 198)

CONSUMER ADVERTISING AND PROMOTION (pp. 199 - 202)

TRADE ADVERTISING AND PROMOTION (pg. 203)

DISTRIBUTION AND RETAIL (pp. 204 - 209)

CONSUMER OVERVIEW: SPECIALTY CLEANERS (pp. 210 - 212)

CONSUMER FOCUS: RUG CLEANERS (pp. 213 - 219)

CONSUMER FOCUS: TOILET BOWL CLEANERS (pp. 220 - 225)

CONSUMER FOCUS: DRAIN OPENERS (pp. 226 - 229)

CONSUMER FOCUS: OVEN CLEANERS (pp. 230 - 233)

CONSUMER FOCUS: METAL POLISHES (pp. 234 - 240)

APPENDIX II: ADDRESSES OF SELECTED MARKETERS (pp. 240 - 247)  $57.00