Table of Contents
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
- 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
|
Related Report
|
View Cart
