Household Cleaning Products in the U.S.

Feb 1, 2008
341 Pages - Pub ID: LA1669856
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The U.S. market for household cleaning products cleaned up post-2001. The market bounced back from a slowdown and grew an estimated 10% in 2004, to $7.1 billion. Packaged Facts estimates the U.S. market for household cleaning products continued to grow, but at a slower pace to $7.3 billion in 2007.

Packaged Facts forecasts the U.S. market for household cleaning products to grow at a CAGR of two percent through 2012 to reach $8.1 billion. A possible pullback in consumer spending will likely keep growth low overall in 2008 and may last into 2009.

Packaged Facts sees several factors affecting growth and offering opportunities for those nimble enough to take advantage. The sweet spot for accelerated growth and highly profitable sales may be higher-end, eco-friendly products targeted at consumers’ desire for ease-of-use and convenience. Packaged Facts expects more consumers to make cleaning a lifestyle choice rather than simply a sanitary chore; accelerated growth of two-person households causing increased spend on household cleaning; and consumer interest in the new wave of private label products will also be significant drivers going forward:

This report presents a detailed performance analysis of the U.S. household cleaning products market. The report outlines key issues and trends affecting the overall market and analyzes the different product categories. The report also identifies major players and brands and analyzes their performance in terms of sales and market share. Market size data are provided for 2003-2007 and projections for the period 2008-2012 are also provided.

For the purpose of this report, the household cleaning products market has been defined as comprising six broad categories:

  • Dish Detergents
  • Bathroom Cleaners
  • General Household Cleaners
  • Furniture & Floor Cleaners
  • Wipes & Scouring Pads
  • Miscellaneous Cleaners

Research Methodology

The information in this report was obtained from both primary and secondary research. Primary research entailed consultations with industry sources and on-site examinations of the retail sector. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports.

For the mass market, Packaged Facts estimated sales and market share primarily based on data from IRI. The consumer demographics analysis was developed using data from the Simmons Market Research Bureau (New York, NY) fall 2007 consumer survey. Information on new product introductions was derived from reports in the trade press and through Productscan Online, a Datamonitor service.

Chapter 1 Executive Summary
  • Methodology
  • Market Size and Growth
    • Total U.S. Market Peaks at $7.3 Billion
    • Figure 1-1 Total U.S. Retail Market for Household Cleaning Products, 2003-2007 (in billion $)
    • Table 1-1 Total U.S. Retail Market for Household Cleaning Products and Year-over-Year Percentage Change, 2003-2007 (in million $)
    • Table 1-2 Total U.S. Retail Market for Household Cleaning Products by Category, 2003-2007 (in million $)
    • Trends Differ Among IRI-Tracked Mass Retailers
    • Table 1-3 IRI-Tracked Sales for Household Cleaning Products by Category, 2003-2007 (in million $)
    • Top Marketers
    • Table 1-4 IRI-Tracked Sales for Household Cleaning Products by Marketer, 2003-2007 (in million $)
    • Top Brands
    • Table 1-5 IRI-Tracked Sales for Household Cleaning Products by Brand, 2003-2007 (in million $)

  • Market Forecast
    • Total U.S. Market to Reach $8.1 Billion
    • Figure 1-2 Total U.S. Retail Market Forecast for Household Cleaning Products, 2007-2012 (in billion $)
    • Competitor Overview
    • Trends and Opportunities

    • Household Cleaning and the Economy
    • Figure 1-3 Annual Growth Rates of Current GDP, Personal Consumption Expenditures and Cleaning & Polishing Preparations, 1988-2008(e) (%)
    • Trend in Dining Out May Be Reversing
    • Table 1-6 U.S. Household Food Expenditures: Total, at Home and Away From Home, 2002-2006 (in million $)
    • Consumer Expenditures and Changing Household Demographics
    • Table 1-7 Average U.S. Household Consumer Expenditures: Total, Housekeeping Supplies and Laundry & Household Cleaning Supplies, 2002-2006 ($)
    • Two-Person Households Most Valuable
    • Table 1-8 U.S. Households by Number of Members, 2002-2006 (in millions)
    • Table 1-9 Total Estimated U.S. Household Spending on Laundry & Household Cleaning Supplies by Household Size, 2002-2006 (in million $)
    • How Clean Is Your House?
    • Convenience is King
    • “Green” Growth
    • Consumers Skeptical of Green Marketing
    • Numbers Tell a More Positive Tale
    • Fierce Competition for Mass-Market Shelf Space
    • A Culture of Health & Wellness
    • Private Label Cleans Up

  • Advertising and Promotion Trends
    • Putting the Fun into Functional
    • Taking Online Further
    • Ask and They Will Input
    • Word-of-Mouth Good … If It’s Good
    • Do-Good Marketing
    • Restage or Bust
    • Coupon Comeback?
    • Core Company Values and Commitment Important
    • Tap into Celebrity
    • Product Placement Works in Reality

  • Retail Trends
    • Green Products Make Their Play on the Shelf
    • P&G and Clorox Boost Performance Outside of Wal-Mart
    • Figure 1-4 Wal-Mart’s Share of Sales for Procter & Gamble and The Clorox Co., 1999-2007, (%)
    • Moving Merchandise Faster at Other Retailers
    • Consumer Channel Shifting
    • In-Store Marketing at the Expense of Experience
    • Non-Traditional Outlets a Hot Opportunity
    • Hybrid Goes for It All
    • Opportunity in Special Needs
    • Ooh That Smell

  • Household Cleaning Product Usage
    • Figure 1-5 Household Penetration of Household Cleaning Products by Segment, 2007 (%)
    • Table 1-10 Household Penetration of Household Cleaning Products by Segment, 2004-2007 (%)

Chapter 2 The Market

  • Report Scope
  • Methodology
  • Market Size and Growth
    • Total U.S. Market Peaks at $7.3 Billion
    • Figure 2-1 Total U.S. Retail Market for Household Cleaning Products, 2003-2007 (in billion $)
    • Table 2-1 Total U.S. Retail Market for Household Cleaning Products and Year-over-Year Percentage Change, 2003-2007 (in million $)
    • Table 2-2 Total U.S. Retail Market for Household Cleaning Products by Category, 2003-2007 (in million $)
    • Figure 2-2 Market Share of Household Cleaning Products by Category, 2007 (%)
    • Trends Differ Among IRI-Tracked Mass Retailers
    • Table 2-3 IRI-Tracked Sales for Household Cleaning Products by Category, 2003-2007 (in million $)
    • Top Marketers
    • Table 2-4 IRI-Tracked Sales for Household Cleaning Products by Marketer, 2003-2007 (in million $)
    • Figure 2-3 Market Share of Household Cleaning Products by Marketer, 2007 (%)
    • Top Brands
    • Table 2-5 IRI-Tracked Sales for Household Cleaning Products by Brand, 2003-2007 (in million $)

  • Market Forecast
    • Total U.S. Market to Reach $8.1 Billion
    • Factors to Growth
    • Figure 2-4 Total U.S. Retail Market Forecast for Household Cleaning Products, 2007-2012 (in billion $)
    • Table 2-6 Total U.S. Retail Market Forecast for Household Cleaning Products and Year-over-Year Percentage Change, 2008-2012 (in billion $)

Chapter 3 Dish Detergents Category

  • Market Size and Growth
  • Figure 3-1 IRI-Tracked Dish Detergent Sales vs. IRI-Tracked Household Cleaning Product Sales, 2003-2007(e) (in million $)
  • Table 3-1 IRI-Tracked Dish Detergent Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
  • Segment Size and Growth
  • Table 3-2 IRI-Tracked Dish Detergent Sales by Segment, 2003-2007(e) (in million $)
  • Figure 3-2 Market Share of IRI-Tracked Dish Detergent Sales by Segment, 2007 (%)

  • Hand Dishwashing Detergents Segment
    • Figure 3-3 IRI-Tracked Hand Dishwashing Detergent Sales vs. Total IRI-Tracked Dish Detergent Sales, 2003-2007(e) (in million $)
    • Table 3-3 IRI-Tracked Hand Dishwashing Detergent Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 3-4 IRI-Tracked Hand Dishwashing Detergent Volume & Unit Sales and Price by Volume & Unit, 2006 and 2007
    • Top Marketers
    • Table 3-5 IRI-Tracked Sales of Top 10 Hand Dishwashing Detergent Marketers, 2003-2007(e) (in million $)
    • Top Brands
    • Table 3-6 IRI-Tracked Sales of Top 10 Hand Dishwashing Detergent Brands, 2003-2007(e) (in million $)
    • Figure 3-5 Market Share of Hand Dishwashing Detergent Brands by IRI-Tracked Sales, 2007 (%)

  • Automatic Dishwasher Detergents Segment
    • Figure 3-6 IRI-Tracked Automatic Dishwasher Detergent Sales vs. Total IRI-Tracked Dish Detergent Sales, 2003-2007(e) (in million $)
    • Table 3-7 IRI-Tracked Automatic Dishwasher Detergent Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 3-8 IRI-Tracked Automatic Dishwasher Detergent Volume & Unit Sales and Price by Volume & Unit, 2006 and 2007
    • Top Marketers
    • Table 3-9 IRI-Tracked Sales of Top 10 Automatic Dishwasher Detergent Marketers, 2003-2007(e) (in million $)
    • Figure 3-7 Market Share of Automatic Dishwasher Detergent Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 3-10 IRI-Tracked Sales of Top 10 Automatic Dishwasher Detergent Brands, 2003-2007(e) (in million $)
    • Figure 3-8 Market Share of Automatic Dishwasher Detergent Brands by IRI-Tracked Sales, 2007 (%)

    Chapter 4 Bathroom Cleaners Category

    • Market Size and Growth
    • Figure 4-1 IRI-Tracked Bathroom Cleaner Sales vs. IRI-Tracked Household Cleaning Product Sales, 2003-2007(e) (in million $)
    • Table 4-1 IRI-Tracked Bathroom Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Segment Size and Growth
    • Table 4-2 IRI-Tracked Bathroom Cleaner Sales by Segment, 2003-2007(e) (in million $)
    • Figure 4-2 Market Share of IRI-Tracked Bathroom Cleaner Sales by Segment, 2007 (%)

  • Non-Abrasive Tub/Tile Cleaners Segment
    • Figure 4-3 IRI-Tracked Non-Abrasive Tub/Tile Cleaner Sales vs. Total IRI-Tracked Bathroom Cleaner Sales, 2003-2007(e) (in million $)
    • Table 4-3 IRI-Tracked Non-Abrasive Tub/Tile Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 4-4 IRI-Tracked Non-Abrasive Tub/Tile Cleaner Volume & Unit Sales and Price by Volume & Unit, 2006 and 2007
    • Top Marketers
    • Table 4-5 IRI-Tracked Sales of Top 10 Non-Abrasive Tub/Tile Cleaner Marketers, 2003-2007(e) (in million $)
    • Figure 4-4 Market Share of Non-Abrasive Tub/Tile Cleaner Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 4-6 IRI-Tracked Sales of Top 10 Non-Abrasive Tub/Tile Cleaner Brands, 2003-2007(e) (in million $)

  • Toilet Bowl Cleaners Segment
    • Figure 4-6 IRI-Tracked Toilet Bowl Cleaner Sales vs. Total IRI-Tracked Bathroom Cleaner Sales, 2003-2007(e) (in million $)
    • Table 4-7 IRI-Tracked Toilet Bowl Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 4-8 IRI-Tracked Toilet Bowl Cleaner Volume & Unit Sales and Price by Volume & Unit, 2006 and 2007
    • Top Marketers
    • Table 4-9 IRI-Tracked Sales of Top 10 Toilet Bowl Cleaner Marketers, 2003-2007(e) (in million $)
    • Figure 4-7 Market Share of Toilet Bowl Cleaner Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 4-10 IRI-Tracked Sales of Top 10 Toilet Bowl Cleaner Brands, 2003-2007(e) (in million $)
    • Figure 4-8 Market Share of Toilet Bowl Cleaner Brands by IRI-Tracked Sales, 2007 (%)

  • Abrasive Tub/Tile Cleaner Segment
    • Figure 4-9 IRI-Tracked Abrasive Tub/Tile Cleaner Sales vs. Total IRI-Tracked Bathroom Cleaner Sales, 2003-2007(e) (in million $)
    • Table 4-11 IRI-Tracked Abrasive Tub/Tile Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 4-12 IRI-Tracked Abrasive Tub/Tile Cleaner Volume & Unit Sales and Price by Volume & Unit, 2006 and 2007
    • Top Marketers
    • Table 4-13 IRI-Tracked Sales of Top 10 Abrasive Tub/Tile Cleaner Marketers, 2003-2007(e) (in million $)
    • Figure 4-10 Market Share of Abrasive Tub/Tile Cleaner Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 4-14 IRI-Tracked Sales of Top 10 Abrasive Tub/Tile Cleaner Brands, 2003-2007(e) (in million $)
    • Figure 4-11 Market Share of Abrasive Tub/Tile Cleaner Brands by IRI-Tracked Sales, 2007 (%)

    Chapter 5 General Household Cleaners Category

    • Market Size and Growth
    • Figure 5-1 IRI-Tracked General Household Cleaner Sales vs. IRI-Tracked Household Cleaning Product Sales, 2003-2007(e) (in million $)
    • Table 5-1 IRI-Tracked General Household Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Segment Size and Growth
    • Table 5-2 IRI-Tracked General Household Cleaner Sales by Segment, 2003-2007(e) (in million $)
    • Figure 5-2 Market Share of IRI-Tracked General Household Cleaner Sales by Segment, 2007 (%)

  • All-Purpose Cleaners Segment
    • Figure 5-3 IRI-Tracked All-Purpose Cleaner Sales vs. Total IRI-Tracked General Household Cleaner Sales, 2003-2007(e) (in million $)
    • Table 5-3 IRI-Tracked All-Purpose Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 5-4 IRI-Tracked All-Purpose Cleaner Sales and Price by Volume and Unit, 2006 and 2007
    • Top Marketers
    • Table 5-5 IRI-Tracked Sales of Top 10 All-Purpose Cleaner Marketers, 2003-2007(e) (in million $)
    • Figure 5-4 Market Share of All-Purpose Cleaner Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 5-6 IRI-Tracked Sales of Top 10 All-Purpose Cleaner Brands, 2003-2007(e) (in million $)
    • Figure 5-5 Market Share of All-Purpose Cleaner Brands by IRI-Tracked Sales, 2007 (%)

  • Glass & Window Cleaners Segment
    • Figure 5-6 IRI-Tracked Glass & Window Cleaner Sales vs. Total IRI-Tracked General Household Cleaner Sales, 2003-2007(e) (in million $)
    • Table 5-7 IRI-Tracked Glass & Window Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 5-8 IRI-Tracked Glass & Window Cleaner Sales and Price by Volume and Unit, 2006 and 2007
    • Top Marketers
    • Table 5-9 IRI-Tracked Sales of Top 10 Glass & Window Cleaner Marketers, 2003-2007(e) (in million $)
    • Figure 5-7 Market Share of Glass & Window Cleaner Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 5-10 IRI-Tracked Sales of Top 10 Glass & Window Cleaner Brands, 2003-2007(e) (in million $)
    • Figure 5-8 Market Share of Glass & Window Cleaner Brands by IRI-Tracked Sales, 2007 (%)

    Chapter 6 Furniture & Floor Cleaners Category

    • Market Size and Growth
    • Figure 6-1 IRI-Tracked Furniture & Floor Cleaner Sales vs. IRI-Tracked Household Cleaning Product Sales, 2003-2007(e) (in million $)
    • Table 6-1 IRI-Tracked Furniture & Floor Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Segment Size and Growth
    • Table 6-2 IRI-Tracked Furniture & Floor Cleaner Sales by Segment, 2003-2007(e) (in million $)
    • Figure 6-2 Market Share of IRI-Tracked Miscellaneous Cleaner Sales by Segment, 2007 (%)

  • Rug/Upholstery Cleaners Segment
    • Figure 6-3 IRI-Tracked Rug/Upholstery Cleaner Sales vs. Total IRI-Tracked Furniture & Floor Cleaner Sales, 2003-2007(e) (in million $)
    • Table 6-3 IRI-Tracked Rug/Upholstery Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 6-4 IRI-Tracked Rug/Upholstery Cleaner Sales and Price by Volume and Unit, 2006 and 2007
    • Top Marketers
    • Table 6-5 IRI-Tracked Sales of Top 10 Rug/Upholstery Cleaner Marketers, 2003-2007(e) (in million $)
    • Figure 6-4 Market Share of Rug/Upholstery Cleaner Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 6-6 IRI-Tracked Sales of Top 10 Rug/Upholstery Cleaner Brands, 2003-2007(e) (in million $)
    • Figure 6-5 Market Share of Rug/Upholstery Cleaner Brands by IRI-Tracked Sales, 2007 (%)

  • Furniture Polishes Segment
    • Figure 6-6 IRI-Tracked Furniture Polish Sales vs. Total IRI-Tracked Furniture & Floor Cleaner Sales, 2003-2007(e) (in million $)
    • Table 6-7 IRI-Tracked Furniture Polish Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 6-8 IRI-Tracked Furniture Polish Sales and Price by Volume and Unit, 2006 and 2007
    • Top Marketers
    • Table 6-9 IRI-Tracked Sales of Top 10 Furniture Polish Marketers, 2003-2007(e) (in million $)
    • Figure 6-7 Market Share of Furniture Polish Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 6-10 IRI-Tracked Sales of Top 10 Furniture Polish Brands, 2003-2007(e) (in million $)
    • Figure 6-8 Market Share of Furniture Polish Brands by IRI-Tracked Sales, 2007 (%)

  • Floor Cleaners & Wax Removers Segment
    • Figure 6-9 IRI-Tracked Floor Cleaner & Wax Remover Sales vs. Total IRI-Tracked Furniture & Floor Cleaner Sales, 2003-2007(e) (in million $)
    • Table 6-11 IRI-Tracked Floor Cleaner & Wax Remover Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 6-12 IRI-Tracked Floor Cleaner & Wax Remover Sales and Price by Volume and Unit, 2006 and 2007
    • Top Marketers
    • Table 6-13 IRI-Tracked Sales of Top 10 Floor Cleaner & Wax Remover Marketers, 2003-2007(e) (in million $)
    • Figure 6-10 Market Share of Floor Cleaner & Wax Remover Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 6-14 IRI-Tracked Sales of Top 10 Floor Cleaner & Wax Remover Brands, 2003-2007(e) (in million $)
    • Figure 6-11 Market Share of Floor Cleaner & Wax Remover Brands by IRI-Tracked Sales, 2007 (%)

    Chapter 7 Wipes & Scouring Pads Category

    • Market Size and Growth
    • Figure 7-1 IRI-Tracked Wipe & Scouring Pad Sales vs. IRI-Tracked Household Cleaning Product Sales, 2003-2007(e) (in million $)
    • Table 7-1 IRI-Tracked Wipe & Scouring Pad Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Segment Size and Growth
    • Table 7-2 IRI-Tracked Wipe & Scouring Pad Sales by Segment, 2003-2007(e) (in million $)
    • Figure 7-2 Market Share of IRI-Tracked Wipe & Scouring Pad Sales by Segment, 2007 (%)

  • All-Purpose Wipes Segment
    • Figure 7-3 IRI-Tracked All-Purpose Wipe Sales vs. Total IRI-Tracked Wipe & Scouring Pad Sales, 2003-2007(e) (in million $)
    • Table 7-3 IRI-Tracked All-Purpose Wipes Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 7-4 IRI-Tracked All-Purpose Wipe Sales and Price by Volume and Unit, 2006 and 2007
    • Top Marketers
    • Table 7-5 IRI-Tracked Sales of Top 10 All-Purpose Wipe Marketers, 2003-2007(e) (in million $)
    • Figure 7-4 Market Share of All-Purpose Wipe Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 7-6 IRI-Tracked Sales of Top 10 All-Purpose Wipe Brands, 2003-2007(e) (in million $)
    • Figure 7-5 Market Share of All-Purpose Wipes Brands by IRI-Tracked Sales, 2007 (%)

  • Scouring Pads Segment
    • Figure 7-6 IRI-Tracked Scouring Pad Sales vs. Total IRI-Tracked Wipe & Scouring Pad Sales, 2003-2007(e) (in million $)
    • Table 7-7 IRI-Tracked Scouring Pad Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 7-8 IRI-Tracked Scouring Pad Sales and Price by Volume and Unit, 2006 and 2007
    • Top Marketers
    • Table 7-9 IRI-Tracked Sales of Top 10 Scouring Pad Marketers, 2003-2007(e) (in million $)
    • Figure 7-7 Market Share of Scouring Pad Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 7-10 IRI-Tracked Sales of Top 10 Scouring Pad Brands, 2003-2007(e) (in million $)
    • Figure 7-8 Market Share of Scouring Pad Brands by IRI-Tracked Sales, 2007 (%)

  • Specialty Wipes Segment
    • Figure 7-9 IRI-Tracked Specialty Wipe Sales vs. Total IRI-Tracked Wipe & Scouring Pad Sales, 2003-2007(e) (in million $)
    • Table 7-11 IRI-Tracked Other Wipe Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 7-12 IRI-Tracked Furniture Wipe Sales and Price by Volume and Unit, 2006 and 2007
    • Table 7-13 IRI-Tracked Cloth Glass Cleaner Sales and Price by Volume and Unit, 2006 and 2007
    • Top Marketers
    • Table 7-14 IRI-Tracked Sales of Top 10 Other Wipe Marketers, 2003-2007(e) (in million $)
    • Figure 7-10 Market Share of Other Wipe Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 7-15 IRI-Tracked Sales of Top 10 Other Wipe Brands, 2003-2007(e) (in million $)
    • Figure 7-11 Market Share of Other Wipe Brands by IRI-Tracked Sales, 2007 (%)

    Chapter 8 Miscellaneous Cleaners Category

    • Market Size and Growth
    • Figure 8-1 IRI-Tracked Miscellaneous Cleaner Sales vs. IRI-Tracked Household Cleaning Product Sales, 2003-2007(e) (in million $)
    • Table 8-1 IRI-Tracked Miscellaneous Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Segment Size and Growth
    • Table 8-2 IRI-Tracked Miscellaneous Cleaner Sales by Segment, 2003-2007(e) (in million $)
    • Figure 8-2 Market Share of IRI-Tracked Miscellaneous Cleaner Sales by Segment, 2007 (%)

  • Drain Cleaners Segment
    • Figure 8-3 IRI-Tracked Drain Cleaner Sales vs. Total IRI-Tracked Miscellaneous Cleaner Sales, 2003-2007(e) (in million $)
    • Table 8-3 IRI-Tracked Drain Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 8-4 IRI-Tracked Drain Cleaner Sales and Price by Volume and Unit, 2006 and 2007
    • Top Marketers
    • Table 8-5 IRI-Tracked Sales of Top 10 Drain Cleaner Marketers, 2003-2007(e) (in million $)
    • Figure 8-4 Market Share of Drain Cleaner Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 8-6 IRI-Tracked Sales of Top 10 Drain Cleaner Brands, 2003-2007(e) (in million $)
    • Figure 8-5 Market Share of Drain Cleaner Brands by IRI-Tracked Sales, 2007 (%)

  • Oven/Appliance Cleaners Segment
    • Figure 8-6 IRI-Tracked Oven/Appliance Cleaner Sales vs. Total IRI-Tracked Miscellaneous Cleaner Sales, 2003-2007(e) (in million $)
    • Table 8-7 IRI-Tracked Oven/Appliance Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 8-8 IRI-Tracked Oven/Appliance Cleaner Sales and Price by Volume and Unit, 2006 and 2007
    • Top Marketers
    • Table 8-9 IRI-Tracked Sales of Top 10 Oven/Appliance Cleaner Marketers, 2003-2007(e) (in million $)
    • Figure 8-7 Market Share of Oven/Appliance Cleaner Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 8-10 IRI-Tracked Sales of Top 10 Oven/Appliance Cleaner Brands, 2003-2007(e) (in million $)
    • Figure 8-8 Market Share of Oven/Appliance Cleaner Brands by IRI-Tracked Sales, 2007 (%)

  • Specialty Cleaners Segment
    • Figure 8-9 IRI-Tracked Specialty Cleaner Sales vs. Total Miscellaneous Cleaner Sales, 2003-2007(e) (in million $)
    • Table 8-11 IRI-Tracked Specialty Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
    • Unit, Volume, Price Analysis
    • Table 8-12 IRI-Tracked Specialty Cleaner Sales and Price by Volume and Unit, 2006 and 2007
    • Table 8-13 IRI-Tracked Lime/Rust Remover Sales and Price by Volume and Unit, 2006 and 2007
    • Top Marketers
    • Table 8-14 IRI-Tracked Sales of Top 10 Specialty Cleaner Marketers, 2003-2007(e) (in million $)
    • Figure 8-10 Market Share of Specialty Cleaner Marketers by IRI-Tracked Sales, 2007 (%)
    • Top Brands
    • Table 8-15 IRI-Tracked Sales of Top 10 Specialty Cleaner & Polish Brands, 2003-2007(e) (in million $)
    • Figure 8-11 Market Share of Specialty & Other Cleaner Brands by IRI-Tracked Sales, 2007 (%)

    Chapter 9 Corporate Profiles

    • Overview
    • The Procter & Gamble Company
      • Overview
      • Performance
      • Figure 9-1 IRI-Tracked Sales of Procter & Gamble Household Cleaning Products, 2003-2007 (in million $)
      • Figure 9-2 IRI-Tracked Procter & Gamble Household Cleaning Product Mix, 2007 (%)
      • Household Cleaning Product Portfolio
      • Table 9-1 P&G Product Portfolio
      • Significant Events
      • Dawn Line Extension
      • P&G Programming
      • “HyperTargeting” Ad Platform
      • Swiffer Partners With Style Guru
      • Hispanic Outreach
      • P&G’s Professional Division
      • P&G’s Clean Kickoff

    • The Clorox Company
      • Overview
      • Performance
      • Figure 9-3 IRI-Tracked Sales of Clorox Household Cleaning Products, 2003-2007(e) (in million $)
      • Figure 9-4 IRI-Tracked Clorox Household Cleaning Product Mix, 2007 (%)
      • Household Cleaning Product Portfolio
      • Table 9-2 Clorox Product Portfolio
      • Brands
      • Significant Events
      • A Growth Spurt for 100th Birthday Planned
      • Personal Care by Clorox?
      • Clorox … the Telenovela?
      • The Bee in Clorox’s Bonnet
      • Clorox Eco-Friendly Green Works Hooks up with Wal-Mart

    • Church & Dwight Company, Inc.
      • Overview
      • Performance
      • Figure 9-5 IRI-Tracked Sales of Church & Dwight Household Cleaning Products, 2003-2007(e) (in million $)
      • Figure 9-6 IRI-Tracked Church & Dwight Household Cleaning Product Mix, 2007 (%)
      • Household Cleaning Product Portfolio
      • Table 9-3 Church & Dwight Product Portfolio
      • Significant Events
      • Arm & Hammer and America’s Second Harvest
      • OGI Acquistion Numbers

    • Reckitt Benckiser, Inc.
      • Overview
      • Performance
      • Figure 9-7 IRI-Tracked Sales of Reckitt Benckiser Household Cleaning Products, 2003-2007(e) (in million $)
      • Figure 9-8 IRI-Tracked Reckitt Benckiser Household Cleaning Product Mix, 2007 (%)
      • Household Cleaning Product Portfolio
      • Table 9-4 Reckitt Benckiser Product Portfolio
      • Significant Events
      • RB-Idealink Program
      • Lysol Donates to Red Cross
      • S.C. Johnson & Sons

      • Overview
      • Performance
      • Figure 9-9 IRI-Tracked Sales of S.C. Johnson & Son Household Cleaning Products, 2003-2007(e) (in million $)
      • Figure 9-10 IRI-Tracked S.C. Johnson & Son Household Cleaning Product Mix, 2007 (%)
      • Household Cleaning Product Portfolio
      • Table 9-5 S.C. Johnson & Son Product Portfolio
      • Table 9-5 [cont.] S.C. Johnson & Son Product Portfolio
      • Significant Events
      • Consumer Feedback Programs
      • Green Backlash
      • Green Profile: Method Products, Inc.

      • Overview
      • Performance
      • Figure 9-11 IRI-Tracked Sales of Method Household Cleaning Products, 2003-2007(e) (in million $)
      • Figure 9-12 IRI-Tracked Method Household Cleaning Product Mix, 2007 (%)
      • Household Cleaning Product Portfolio
      • Table 9-6 Method Product Portfolio
      • Significant Events
      • Seventh Fastest Growing Private Company
      • Method’s Impact
      • Method a Takeover Target?
      • Green Profile: Seventh Generation

      • Overview
      • Performance
      • Figure 9-13 IRI-Tracked Sales of Seventh Generation Household Cleaning Products, 2003-2007(e) (in million $)
      • Figure 9-14 IRI-Tracked Seventh Generation Household Cleaning Product Mix, 2007 (%)
      • Household Cleaning Product Portfolio
      • Table 9-7 Seventh Generation Product Portfolio
      • Significant Events
      • Green Partners
      • Scent Introductions Add to Variety

    Chapter 10 Trends and Opportunities

    • Overview
    • Household Cleaning and the Economy
    • Figure 10-1 Annual Growth Rates of Current GDP, Personal Consumption Expenditures and Cleaning & Polishing Preparations, 1988-2008(e) (%)
    • Consumer Expenditures and Changing Household
    • Demographics
    • Table 10-1 Average U.S. Household Consumer Expenditures: Total, Housekeeping Supplies and Laundry & Household Cleaning Supplies, 2002-2006 ($)
    • Two-Person Households Most Valuable
    • Table 10-2 U.S. Households by Number of Members, 2002-2006 (in millions)
    • Table 10-3 Average U.S. Household Spending on Laundry & Household Cleaning Supplies by Household Size, 2002-2006 ($)
    • Table 10-4 Average U.S. Household Spending per Person on Laundry & Household Cleaning Supplies by Household Size, 2002-2006 ($)
    • Table 10-5 Total Estimated U.S. Household Spending on Laundry & Household Cleaning Supplies by Household Size, 2002-2006 (in million $)
    • Spending by Demographic Group
    • Table 10-6 Average U.S. Household Spending on Laundry & Household Cleaning Supplies by Age, 2002-2006 ($)
    • Table 10-7 Average U.S. Household Spending on Laundry & Household Cleaning Supplies by Household Income, 2002-2006 ($)
    • Table 10-8 Average U.S. Household Spending on Laundry & Household Cleaning Supplies by Race and Ethnicity, 2003-2006 ($)
    • How Clean Is Your House?
    • Convenience is King
    • Trend in Dining Out May Be Reversing
    • Table 10-9 Average U.S. Household Food Expenditures: Total, at Home and Away From Home, 2002-2006 ($)
    • “Green” Growth
    • Consumers Skeptical of Green Marketing
    • Numbers Tell a More Positive Tale
    • Fierce Competition for Mass-Market Shelf Space
    • Organic, Non-Toxic and Sustainable: Key Attributes for Green Cleaning Products
    • A Culture of Health & Wellness
    • Household Cleaners: A Dangerous Business
    • Hyper-Clean’s Dire Health Effect
    • Pollen
    • Mold
    • Dust
    • Product Labels Must Come Clean
    • Green Labeling Questionable?
    • Private Label Cleans Up
    • Table 10-10 IRI-Tracked Sales of Private Label Household Cleaning Products by Category and Segment, 2003-2007(e) (in million $)
    • Table 10-11 Private Label Household Cleaning Products as a Share of the Total Market, by Category, 2003-2007(e)

    Chapter 11 Advertising, Promotion, Retail and New Product Trends
    233

    • Advertising and Promotion Trends
    • Putting the Fun into Functional
    • Taking Online Further
    • Ask and They Will Input
    • Word-of-Mouth Good … If It’s Good
    • Do-Good Marketing
    • Restage or Bust
    • Coupon Comeback?
    • Core Company Values and Commitment Important
    • Tap into Celebrity
    • Product Placement Works in Reality
    • Table 11-1 Most Effective Product Placements, Jan. 1-Nov. 30, 2007
    • Retail Trends
      • Green Products Make Their Play on the Shelf
      • P&G and Clorox Boost Performance Outside of Wal-Mart
      • Figure 11-1 Wal-Mart’s Share of Sales for Procter & Gamble and The Clorox Co., 1999-2007, (%)
      • Moving Merchandise Faster at Other Retailers
      • Consumer Channel Shifting
      • Figure 11-2 Distribution of Non-Food Category Sales by Channel, May 2006-May 2007
      • In-Store Marketing at the Expense of Experience
      • Non-Traditional Outlets a Hot Opportunity

    • New Product Trends
      • New Product Innovation Pipeline
      • Table 11-2 Estimated Number of New Household Cleaning Products Introduced, by Segment, 2003-2007
      • New Product Claims: Green with Panache
      • Table 11-3 Estimated Number of New Household Cleaning Products Introduced, by Selected Package Tags/Claims, 2003 and 2006-2007
      • Convenience and Ease-of-Use
      • Hybrid Goes for It All
      • Opportunity in Special Needs
      • Ooh That Smell
      • Table 11-4 Selected Aromatherapy Essential Oils and Their Healing
      • Benefits

    Chapter 12 Consumer Usage

    • Note on Simmons Market Research Bureau Consumer Data
    • Household Cleaning Product Usage
      • Figure 12-1 Household Penetration of Household Cleaning Products by Segment, 2007 (%)
      • Table 12-1 Household Penetration of Household Cleaning Products by Segment, 2004-2007 (%)

    • Glass Cleaners Segment
      • Figure 12-2 Household Penetration of Glass Cleaners by Surface Usage, 2007 (%)
      • Figure 12-3 Household Penetration of Glass Cleaners by Number of Bottles Used in Last 6 Months, 2007 (%)
      • Brand Penetration and Selected Demographics
      • Figure 12-4 Household Penetration of Glass Cleaners by Brand, 2007 (%)
      • Table 12-2 Demographic Indicators for Formula 409, 2007 (index)
      • Table 12-3 Demographic Indicators for Glass Plus, 2007 (index)

    • Dishwashing Liquid Segment
      • Figure 12-5 Household Penetration of Dishwashing Liquid by Type, 2007 (%)
      • Figure 12-6 Household Penetration of Dishwashing Liquid by Number of Dishloads in Last 7 Days, 2007 (%)
      • Brand Penetration and Selected Demographics
      • Figure 12-7 Household Penetration of Dishwashing Liquid by Brand, 2007 (%)
      • Table 12-4 Demographic Indicators for Joy, 2007 (index)
      • Table 12-5 Demographic Indicators for Palmolive, 2007 (index)

    • General Household Cleaners Segment
      • Figure 12-8 Household Penetration of General Household Cleaner by Type, 2007 (%)
      • Figure 12-9 Household Penetration of General Household Cleaner by Form, 2007 (%)
      • Figure 12-10 Household Penetration of General Household Cleaners by Number of Cans/Bottles/Packs Used in Last 6 Months, 2007 (%)
      • Brand Penetration and Selected Demographics
      • Figure 12-11 General Household Cleaners Household Penetration by Brand, 2007 (%)
      • Table 12-6 Demographic Indicators for Clorox Clean-Up, 2007 (index)
      • Table 12-7 Demographic Indicators for Lysol All Purpose Cleaner, 2007 (index)

    • Furniture Polish & Cleaners Segment
      • Figure 12-12 Household Penetration of Furniture Polish & Cleaners by Form, 2007 (%)
      • Figure 12-13 Household Penetration of Furniture Polish & Cleaners by Number of Cans/Bottles/Packs Used in Last 6 Months, 2007 (%)
      • Brand Penetration and Selected Demographics
      • Figure 12-14 Household Penetration of Furniture Polish & Cleaners by Brand, 2007 (%)
      • Table 12-8 Demographic Indicators for Pledge, 2007 (index)
      • Table 12-9 Demographic Indicators for Old English, 2007 (index)

    • Abrasive Cleaners Segment
      • Figure 12-15 Household Penetration of Abrasive Cleaners by Form, 2007 (%)
      • Figure 12-16 Household Penetration of Abrasive Cleaners by Number of Cans/Bottles/Packs Used in Last 30 Days, 2007 (%)
      • Brand Penetration and Selected Demographics
      • Figure 12-17 Household Penetration of Abrasive Cleaners by Brand, 2007 (%)
      • Table 12-10 Demographic Indicators for Ajax, 2007 (index)
      • Table 12-11 Demographic Indicators for Soft Scrub, 2007 (index)

    • Household Wipes Segment
      • Figure 12-18 Household Penetration of Household Wipes by Type, 2007 (%)
      • Figure 12-19 Household Penetration of Household Wipes by Form, 2007 (%)
      • Figure 12-20 Household Penetration of Household Wipes by Number of Packs Used in Last 6 Months, 2007 (%)
      • Brand Penetration and Selected Demographics
      • Figure 12-21 Household Penetration of Household Wipes by Brand, 2007 (%)
      • Table 12-12 Demographic Indicators for Swiffer, 2007 (index)
      • Table 12-13 Demographic Indicators for Clorox, 2007 (index)

    • Toilet Cleaners Segment
      • Figure 12-22 Household Penetration of Toilet Cleaners by Type, 2007 (%)
      • Figure 12-23 Household Penetration of Toilet Cleaners by Number Used in Last 6 Months, 2007 (%)
      • Brand Penetration and Selected Demographics
      • Figure 12-24 Household Penetration of Toilet Cleaners by Brand, 2007 (%)
      • Table 12-14 Demographic Indicators for In-Bowl Clorox, 2007 (index)
      • Table 12-15 Demographic Indicators for In-Tank 2000 Flushes, 2007 (index)

    • Automatic Dishwashing Detergent/Rinse Segment
      • Figure 12-25 Household Penetration of Automatic Dishwashing Detergent/Rinse by Form, 2007 (%)
      • Figure 12-26 Household Penetration of Automatic Dishwashing Detergent/Rinse by Number of Loads in Last 7 Days, 2007 (%)
      • Brand Penetration and Selected Demographics
      • Figure 12-27 Household Penetration of Automatic Dishwashing Detergent/Rinse by Brand, 2007 (%)
      • Table 12-16 Demographic Indicators for Cascade, 2007
      • Table 12-17 Demographic Indicators for Jet-Dry Rinse, 2007 (index)

    • Rug Cleaners & Shampoos Segment
      • Figure 12-28 Household Penetration of Rug Cleaners & Shampoos by Form, 2007 (%)
      • Figure 12-29 Household Penetration of Rug Cleaners & Shampoos by Number of Cans Used in Last 6 Months, 2007 (%)
      • Brand Penetration and Selected Demographics
      • Figure 12-30 Houshold Penetration of Rug Cleaners & Shampoos by Brand, 2007 (%)
      • Table 12-18 Demographic Indicators for Resolve, 2007 (index)
      • Table 12-19 Demographic Indicators for Bissell, 2007 (index)

    • Oven Cleaners Segment
      • Figure 12-31 Household Penetration of Oven Cleaners by Number of Containers Used in Last 6 Months, 2007 (%)
      • Brand Penetration and Selected Demographics
      • Figure 12-32 Household Penetration of Oven Cleaners by Brand, 2007 (%)
      • Table 12-20 Demographic Indicators for Easy-Off, 2007 (index)
      • Table 12-21 Demographic Indicators for SOS Oven Cleaning Pads, 2007 (index)

    • Metal Polish & Cleaners Segment
      • Figure 12-33 Household Penetration of Metal Polish & Cleaners by Surface Type, 2007 (%)
      • Brand Penetration and Selected Demographics
      • Figure 12-34 Household Penetration of Metal Polish & Cleaners by Brand, 2007 (%)
      • Table 12-22 Demographic Indicators for Brasso, 2007 (index)
      • Table 12-23 Demographic Indicators for Wright’s, 2007 (index)

    • Floor Wax/Polish & Cleaners Segment
      • Figure 12-35 Household Penetration of Floor Wax/Polish & Cleaners by Type, 2007 (%)
      • Brand Penetration and Selected Demographics
      • Figure 12-36 Household Penetration of Floor Wax/Polish & Cleaners by Brand, 2007 (%)
      • Table 12-24 Demographic Indicators for Mop & Glo, 2007 (index)
      • Table 12-25 Demographic Indicators for Pledge, 2007 (index)

    Appendix - Addresses of Select Marketers

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