Table of Contents
Introduction And Abbreviations
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- Introduction
- Other Relevant Reports
- Definition
- Abbreviations & Terms
- Abbreviations
- Terms
Executive Summary
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- Sales Show Slight Decline
- America’s Changing Population
- Changing Dress Codes
- New Products Expand a Mature Market
- Pre-Wash and Additives Segments Show Gains, Bleach Declines
- P&G Dominates
- Mass Merchants Erode Share From Supermarkets
- Many Products Meet Needs of Diverse Customer Base
- Brand Loyalty Drives Purchase
- Looking For One Product For All Laundry Needs
- Allergy Concerns an Important Factor
- Future
Market Drivers
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- Number of Households and Household Size
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- Figure 1: Number of households, 1998-2004
- Figure 2: Number of wash loads in last seven days, 2000-2003
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- Figure 3: Number of people per household, 1980-2000
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- Figure 4: Average household size, 1998-2008
- Changing U.S. Racial/Ethnic Composition
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- Figure 5: American population projections, by race/ethnicity, 1990-2010
- Figure 6: U.S. population by Hispanic origin, 1990 & 2002
- Move to More Efficient Washers
- Fabric/Clothing Trends
- New Product Innovations
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- Figure 7: New product introductions in North America for laundry products, 2000-2003
- Oxygen-activated products
- Stain removal
- Scented formulations
- Tablets
- High-efficiency washing machine products
- Fabric refreshers
Market Size & Trends
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- Figure 8: Total U.S. retail sales of home laundry products, at current and constant prices, 1998-2003
- Graph 1: Total U.S. retail sales of home laundry products, at current and constant prices, 1998-2003
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Market Segmentation
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- Overview
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- Figure 9: Sales of home laundry products, segmented by type, 2001 & 2003
- Graph 2: Sales of home laundry products, segmented by type, 2003
- Detergent
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- Figure 10: Sales of detergent*, at current and constant prices, 1998-2003
- Fabric Softener
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- Figure 11: Sales of fabric softener, at current and constant prices, 1998-2003
- Bleach
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- Figure 12: Sales of bleach/bluing, at current and constant prices, 1998-2003
- Other Laundry Care
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- Figure 13: Sales of other laundry care products, at current and constant prices, 1998-2003
Supply Structure
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- COMPANIES AND BRANDS
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- Figure 14: FDM sales of home laundry products, by manufacturer, in the U.S., 2001 & 2003
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- Graph 3: FDM sales of home laundry products, by manufacturer, in the U.S., 2003
- Procter & Gamble
- Unilever
- Church & Dwight
- The Clorox Company
- The Dial Corporation
- Colgate-Palmolive
- Reckitt Benckiser
- BRAND REVIEW BY SEGMENT
- Laundry Detergent Brands
- Liquid laundry detergent
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- Figure 15: FDM brand sales of liquid laundry detergent in the U.S., by manufacturer, 2001 & 2003
- Powder laundry detergents
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- Figure 16: FDM brand sales of powder laundry detergent in the U.S., by manufacturer, 2001 & 2003
- Laundry detergent tablets
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- Figure 17: FDM brand sales of laundry detergent tablets in the U.S., by manufacturer, 2001 & 2003
- Dry cleaning kits
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- Figure 18: FDM brand sales of dry cleaning kits in the U.S., by manufacturer, 2001 & 2003
- Fabric Softener Brands
- Liquid fabric softeners
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- Figure 19: FDM brand sales of liquid fabric softeners in the U.S., by manufacturer, 2001 & 2003
- Fabric softener sheets
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- Figure 20: FDM brand sales of fabric softener sheets in the U.S., by manufacturer, 2001 & 2003
- Bleach Brands
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- Figure 21: FDM brand sales of bleach in the U.S., by manufacturer, 2001 & 2003
- Other Laundry Products
- Fine washable laundry detergent
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- Figure 22: FDM brand sales of fine washable laundry detergents in the U.S., by manufacturer, 2001 & 2003
- Laundry starch
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- Figure 23: FDM brand sales of laundry starch in the U.S., by manufacturer, 2001 & 2003
- Pre-washes and additives
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- Figure 24: FDM brand sales of pre-washes and additives in the U.S., by manufacturer, 2001 & 2003
- Static control/fabric protectors
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- Figure 25: FDM brand sales of static control products and fabric protector liquids in the U.S., by manufacturer, 2001 & 2003
Advertising & Promotion
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- Procter & Gamble
- Unilever
- The Clorox Company
- Colgate-Palmolive
Retail Distribution
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- Introduction
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- Figure 26: U.S. retail sales of home laundry products, by channel, 2001 & 2003
- Graph 4: U.S. retail sales of home laundry products, by channel, 2003
- Supermarkets
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- Figure 27: U.S. supermarket sales of home laundry products, at current and constant prices, 1998-2003
- Supermarket operating data
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- Figure 28: Top supermarket operating statistics, latest fiscal year-end
- Figure 29: Percentage change from latest fiscal year-end versus year prior
- Mass Merchandisers and Clubs
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- Figure 30: U.S. mass merchandiser and warehouse club sales of home laundry products (excluding Wal-Mart), at current and constant prices, 1998-2003
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- Figure 31: U.S. mass merchandiser and warehouse club sales of home laundry products (including Wal-Mart), at current and constant prices, 1998-2003
- Mass merchandisers and club operating data
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- Figure 32: Top mass merchandiser operating statistics, latest fiscal year-end
- Figure 33: Percentage change from latest fiscal year-end versus year prior
- Drug Stores
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- Figure 34: U.S. drug store sales of home laundry products, at current and constant prices, 1998-2003
- Drug store operating data
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- Figure 35: Top drug store operating statistics, latest fiscal year-end
- Figure 36: Percentage change from latest fiscal year-end versus year prior
The Consumer
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- Introduction
- Trends in Laundry Product Use
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- Figure 37: Trends in laundry product use, 2000-2003
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- Figure 38: Number of wash loads in last seven days, 2000-2003
- Household Laundry Product Use Repertoire
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- Figure 39: Type of laundry product used, by race/ethnicity, January - September 2003
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- Figure 40: Type of laundry product used, by age, January - September 2003
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- Figure 41: Type of laundry product used, by presence of children, January - September 2003
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- Figure 42: Type of laundry product used, by number of loads per week, January - September 2003
- Summary
- Number of Laundry Loads Per Week
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- Figure 43: Number of wash loads in past seven days, January - September 2003
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- Figure 44: Number of wash loads in past seven days, by race/ethnicity, January - September 2003
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- Figure 45: Number of wash loads in past seven days, by age, January - September 2003
- Type of Laundry Detergent Used
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- Figure 46: Type of laundry detergent used, January - September 2003
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- Figure 47: Type of laundry detergent used, by race/ethnicity, January - September 2003
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- Figure 48: Type of laundry detergent used, by household income, January - September 2003
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- Figure 49: Type of laundry detergent used, by number of people in household, January - September 2003
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- Figure 50: Type of laundry detergent used, by region of residence, January - September 2003
- Summary
- Type of Fabric Softener Used
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- Figure 51: Type of fabric softener used, January - September 2003
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- Figure 52: Type of fabric softener used, by age, January - September 2003
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- Figure 53: Type of fabric softener used, by household income, January - September 2003
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- Figure 54: Type of fabric softener used, by race/ethnicity of respondent, January - September 2003
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- Figure 55: Type of fabric softener used, by number of people in household, January - September 2003
- Summary
- Type of Booster Used
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- Figure 56: Type of booster used, January - September 2003
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- Figure 57: Type of booster used, by age, January - September 2003
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- Figure 58: Type of booster used, by household income, January - September 2003
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- Figure 59: Type of booster used, by number of people in household, January-September, 2003
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- Figure 60: Type of booster used, by race/ethnicity of respondent, January - September 2003
- Summary
- Form of Bleach Used
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- Figure 61: Form of bleach used, January - September 2003
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- Figure 62: Form of bleach used, by age, January-September, 2003
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- Figure 63: Form of bleach used, by race/ethnicity, January-September, 2003
- Summary
- Type of Bleach Used
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- Figure 64: Type of bleach used, January - September 2003
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- Figure 65: Type of bleach used, by age, January - September 2003
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- Figure 66: Type of bleach used, by race/ethnicity, January - September 2003
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- Figure 67: Type of bleach used, by number of people in household, January - September 2003
- Summary
- Attitudes toward laundry products and procedures
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- Figure 68: Attitudes toward laundry products and procedures, May 2003
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- Figure 69: Attitudes toward laundry products and procedures, by gender, May 2003
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- Figure 70: Attitudes toward laundry products and procedures, by age, May 2003
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- Figure 71: Attitudes toward laundry products and procedures, by household income, May 2003
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- Figure 72: Attitudes toward laundry products and procedures, by proximity to metro area, May 2003
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- Figure 73: Attitudes toward laundry products and procedures, by level of educational attainment, May 2003
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- Figure 74: Attitudes toward laundry products and procedures, by presence of children in household, May 2003
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- Figure 75: Attitudes toward laundry products and procedures, by marital status of respondent, May 2003
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- Figure 76: Attitudes toward laundry products and procedures, by region of residence, May 2003
- Summary
- Single or multiple detergent preferences
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- Figure 77: Single or multiple detergents, May 2003
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- Figure 78: Single or multiple detergents, by gender, May 2003
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- Figure 79: Single or multiple detergents, by age, May 2003
- Summary
- Reasons for choosing laundry products
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- Figure 80: reasons for choosing laundry products, May 2003
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- Figure 81: reason for choosing laundry products, by gender, May 2003
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- Figure 82: reason for choosing laundry products, by age, May 2003
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- Figure 83: reasons for choosing laundry products, by household income, May 2003
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- Figure 84: reason for choosing laundry products, by proximity to metro area, May 2003
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- Figure 85: reason for choosing laundry products, by level of educational attainment, May 2003
- Summary
Future & Forecast
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- FUTURE TRENDS
- Demographics
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- Figure 86: Numbers of households, 2004-2007
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- Figure 87: Average household size, 1998-2008
- Postponed childbearing, fewer children
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- Figure 88: Share of women who are childless, 1976 and 2002
- Growing Hispanic Market
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- Figure 89: American population projections, by race/ethnicity, 1990-2010
- New Products and Extensions Maintain Interest
- MARKET FORECAST
- Home Laundry Products
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- Figure 90: Forecast of U.S. sales of home laundry products, at current and constant prices, 2003-2008
- Graph 5: Forecast of U.S. sales of home laundry products, at current and constant prices, 2003-2008
- Detergent
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- Figure 91: Forecast of U.S. sales of detergent, at current and constant prices, 2003-2008
- Fabric Softener
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- Figure 92: Forecast of U.S. sales of fabric softener, at current and constant prices, 2003-2008
- Bleach and Bluing
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- Figure 93: Forecast of U.S. sales of bleach/bluing, at current and constant prices, 2003-2008
- Other Laundry Care Products
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- Figure 94: Forecast of U.S. sales of other laundry care products, at current and constant prices, 2003-2008
- Forecast Factors
Appendix: Trade Associations
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- The Soap and Detergent Association (SDA)
- The Association of Home Appliance Manufacturers (AHAM)
- The Consumer Specialty Products Association (CSPA)—Cleaning Products Division
Appendix: New Product Developments
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- CATEGORY REVIEW–FABRIC CARE
- Introduction
- Executive Summary
- Definitions
- Households products
- Launch Activity
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- Figure 95: Total household products introductions, by subcategory, 2000-2003
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- Figure 96: Total fabric care introductions, by launch type, 2000-2003
- Figure 97: Total fabric care introductions, by region, 2000-2003
- Product Trends
- Tablet
- Sachets
- Sprays
- Oxygen cleaners
- UV protection
- Ironing aids
- Wipes and sheets
- Fabric refreshers
- Ingredient Trends
- Fragrance Trends
- Packaging Trends
- Product Launches by Company/Brand
- Forecast/Predictions
- NEW PRODUCT BRIEFS
- Orange Glo International: Oxi Clean Baby Stain Soaker
- Dial: Zout Oxy Stain Lifting Foam
- Procter & Gamble: Tide High Efficiency Liquid Laundry Detergent
- Dial: Purex Baby Ultra Laundry Detergent
- Procter & Gamble: Tide Free Quick Dissolving Unscented Detergent
- Procter & Gamble: Tide Stainbrush Stain Remover
- Alberto-Culver: Static Guard
- Unilever: All Revitalizer Cloths Pre-Moistened Dryer Cloths
- Unilever: All Fabric Refresher
- Clorox: Bleach Pen Gel
- Procter & Gamble: Febreze Allergen Reducer Spray
- Delta Carbona: Chlorine Bleach Tabs
- Procter & Gamble: Tide Oxyfoam Self-Pretreating Laundry Detergent
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