Household Cleaning Products in the U.S.

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