Table of Contents
Introduction and Abbreviations
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- Introduction
- Date of last report
- Definition
- Abbreviations & Terms
- Abbreviations
- Terms
Executive Summary
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- A market in decline
- Convenience drives the market
- Scent-laden, “green,” and germ-fighting options gain popularity
- Cleaner cloths most promising segment of the market
- Private label sales gain traction
- Advertising attempts to address slumping sales
- Supermarkets losing ground, but remain the dominant retail channel
- Future holds growth for scents, natural products, efficiency improvements, and anti-bacterial products
- Market to decline, cloths to continue making headway
Market Drivers
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- Less time spent cleaning
- Working women
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- Figure 1: Number and percentage of female labor force participation, 1995-2004
- Private label sales
- Fear of germs
- Population characteristics
- Number of households
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- Figure 2: Numbers of households, 2000-05
- Population changes by age
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- Figure 3: U.S. population, 2000 and 2005
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- Figure 4: Households by presence of children, 1994-2004
- Race/ethnicity
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- Figure 5: Population by race and Hispanic origin, 2001-2011
- Home decorating trends
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- Figure 6: Spending for residential improvements on single-unit, owner-occupied properties, 1999-2005
- Product innovation
- Scents
- Environmental concerns
- Segment busting products
Market Size and Trends
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- Figure 7: FDM sales of household cleaning products, at current and constant prices, 2000-05
- Figure 8: Graph: FDM sales of household cleaning products, at current and constant prices, 2000-05*
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Market Segmentation
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- Overview
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- Figure 9: FDM sales of household cleaning products, by type, 2003 and 2005
- Figure 10: Graph: FDM sales of household cleaning products, by type, 2005
- Household surface cleaners
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- Figure 11: FDM sales of household surface cleaners, at current and constant prices, 2000-05
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- Figure 12: FDM sales of household surface cleaners, by type, 2003 and 2005
- All-purpose cleaner/disinfectant
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- Figure 13: FDM sales of all-purpose cleaner/disinfectant, at current and constant prices, 2000-05
- Toilet bowl cleaner/disinfectant
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- Figure 14: FDM sales of toilet bowl cleaner/disinfectant, at current and constant prices, 2000-05
- Non-abrasive tub/tile cleaners
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- Figure 15: FDM sales of non-abrasive tub/tile cleaners, at current and constant prices, 2000-05
- Glass cleaner/ammonia
- Drain cleaner
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- Figure 17: FDM sales of drain cleaner, at current and constant prices, 2000-05
- Abrasive tub/tile cleaners
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- Figure 18: FDM sales of abrasive tub/tile cleaners, at current and constant prices, 2000-05
- Spray disinfectant
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- Figure 19: FDM sales of spray disinfectant, at current and constant prices, 2000-05
- Oven/appliance cleaner/degreaser
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- Figure 20: FDM sales of oven/appliance cleaner/degreaser, at current and constant prices, 2000-05
- Specialty cleaner/polish
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- Figure 21: FDM sales of specialty cleaner/polish, at current and constant prices, 2000-05
- Lime/rust remover
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- Figure 22: FDM sales of lime/rust remover, at current and constant prices, 2000-05
- Rug/upholstery cleaner/deodorizer and fabric treatments
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- Figure 23: FDM sales of rug/upholstery cleaner/deodorizer and fabric treatments, at current and constant prices, 2000-05
- Sponges and scouring pads
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- Figure 24: FDM sales of sponges and scouring pads, at current and constant prices, 2000-05
- Cleaner cloths/wipes
- Overview
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- Figure 25: FDM sales of cleaner cloths/wipes, at current and constant prices, 2000-05
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- Figure 26: FDM sales of cleaner cloths/wipes, by product type, 2003 and 2005
- All-purpose cloths/wipes
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- Figure 27: FDM sales of all-purpose cloths/wipes, at current and constant prices, 2000-05
- Furniture-polishing cloths/wipes
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- Figure 28: FDM sales of furniture-polishing cloths/wipes, at current and constant prices, 2000-05
- Glass-cleaning cloths/wipes
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- Figure 29: FDM sales of glass-cleaning cloths/wipes, at current and constant prices, 2000-05
- Metal cloths/wipes
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- Figure 30: FDM sales of metal cloths/wipes, at current and constant prices, 2000-05
- Furniture polish
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- Figure 31: FDM sales of furniture polish, at current and constant prices, 2000-05
- Floor cleaners/wax removers
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- Figure 32: FDM sales of floor cleaners/wax removers, at current and constant prices, 2000-05
Supply Structure
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- FDM sales by manufacturer
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- Figure 33: FDM sales of household cleaning products, by manufacturer, 2003 and 2005
- Figure 34: Graph: FDM sales of household cleaning products, by manufacturer, 2005
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- Figure 35: FDM brand sales of Clorox household cleaning products, 2003 and 2005
- Figure 36: FDM brand sales of Reckitt Benckiser household cleaning products, 2003 and 2005
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- Figure 37: FDM brand sales of S.C. Johnson and Son household cleaning products, 2003 and 2005
- Figure 38: FDM brand sales of Procter and Gamble household cleaning products, 2003 and 2005
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- Figure 39: FDM brand sales of 3M household cleaning products, 2003 and 2005
- Figure 40: FDM brand sales of Church and Dwight household cleaning products, 2003 and 2005
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- Figure 41: FDM brand sales of Rug Doctor, WD-40, Henkel Group, and Colgate Palmolive, household cleaning products, 2003 and 2005
- Figure 42: FDM brand sales of Playtex, Sara Lee, Orange Glo, and Bissell household cleaning products, 2003 and 2005
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- Figure 43: FDM brand sales of Small Suppliers and Private Label household cleaning products, 2003 and 2005
- Manufacturer and brand sales by segment
- Household cleaners
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- Figure 44: FDM sales of household cleaners, by Reckitt Benckiser products, 2003 and 2005
- Figure 45: FDM sales of household cleaners, by Clorox products, 2003 and 2005
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- Figure 46: FDM sales of household cleaners, by S.C. Johnson and Son products, 2003 and 2005
- Figure 47: FDM sales of household cleaner products from Henkel, Procter and Gamble, Colgate Palmolive, and WD-40, 2003 and 2005
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- Figure 48: FDM sales of household cleaners from smaller suppliers and private labels, 2003 and 2005
- All-purpose cleaner/disinfectant
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- Figure 49: FDM sales of all-purpose cleaner/disinfectant, by manufacturer and brand, 2003 and 2005
- Toilet bowl cleaner/disinfectant
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- Figure 50: FDM sales of toilet bowl cleaner/disinfectant, by manufacturer and brand, 2003 and 2005
- Non-abrasive tub/tile cleaners
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- Figure 51: FDM sales of non-abrasive tub/tile cleaners, by manufacturer and brand, 2003 and 2005
- Glass cleaner/ammonia
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- Figure 52: FDM sales of glass cleaner/ammonia, by manufacturer and brand, 2003 and 2005
- Drain cleaner
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- Figure 53: FDM sales of drain cleaner, by manufacturer and brand, 2003 and 2005
- Abrasive tub/tile cleaner
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- Figure 54: FDM sales of abrasive tub/tile cleaners, by manufacturer and brand, 2003 and 2005
- Spray disinfectant
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- Figure 55: FDM sales of spray disinfectant, by manufacturer and brand, 2003 and 2005
- Oven/appliance cleaner/degreaser
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- Figure 56: FDM sales of oven/appliance cleaner/degreaser, by manufacturer and brand, 2003 and 2005
- Specialty cleaner/polish
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- Figure 57: FDM sales of specialty cleaner/polish, by manufacturer and brand, 2003 and 2005
- Lime/rust remover
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- Figure 58: FDM sales of lime/rust remover, by manufacturer and brand, 2003 and 2005
- Rug/upholstery/fabric treatments
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- Figure 59: FDM sales of rug/upholstery/fabric treatments, by manufacturer and brand, 2003 and 2005
- Furniture polish
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- Figure 60: FDM sales of furniture polish, by manufacturer and brand, 2003 and 2005
- Cleaner cloths/wipes
- Overview
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- Figure 61: FDM sales of cleaner cloths/wipes, by manufacturer and brand, 2003 and 2005
- All-purpose cleaning cloths/wipes
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- Figure 62: FDM sales of all-purpose cleaning cloths/wipes, by manufacturer and brand, 2003 and 2005
- Furniture-polishing cloths/wipes
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- Figure 63: FDM sales of furniture polishing cloths/wipes, by manufacturer and brand, 2003 and 2005
- Glass-cleaning cloths/wipes
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- Figure 64: FDM sales of glass-cleaning cloths/wipes, by manufacturer and brand, 2003 and 2005
- Metal-cleaning cloths/wipes
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- Figure 65: FDM sales of metal-cleaning cloths/wipes, by manufacturer and brand, 2003 and 2005
- Floor cleaners/wax removers
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- Figure 66: FDM sales of floor cleaners/wax removers, by manufacturer and brand, 2003 and 2005
- Major manufacturer profiles
- Clorox
- Reckitt Benckiser
- S.C. Johnson & Son
- Procter & Gamble
- 3M
Advertising and Promotion
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- Overview
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- Figure 67: Advertising spend on leading household cleaning products, 2004
- Major manufacturers and brands
- Clorox
- Procter & Gamble
- Reckitt Benckiser
- S.C. Johnson
- American Home Health (Practical Solutions)
Retail Distribution
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- Overview
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- Figure 68: Retail sales of household cleaning products, by channel, 2003 and 2005
- Supermarkets
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- Figure 69: Total U.S. supermarket sales of household cleaning products, at current and constant prices, 2000-05
- Mass Merchandisers
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- Figure 70: Total U.S. mass merchandiser sales of household cleaning products, at current and constant prices, 2000-05
- Drugstores
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- Figure 71: Total U.S. drugstore sales of household cleaning products, at current and constant prices, 2000-05
- Wal-Mart
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- Figure 72: Estimated Wal-Mart sales of household cleaning products, at current and constant prices, 2000-05
- Natural Products Supermarkets Sales
Future and Forecast
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- Future trends
- Eco-friendly products to mainstream
- Fragrance trend will diversify
- Fragrance-free
- Increased innovations
- Quick Cleaning & Convenience
- Anti-bacterial
- Market forecast
- Household cleaning products
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- Figure 73: Forecast of total U.S. sales of household cleaning products, at current and constant prices, 2005-10
- Figure 74: Graph: Forecast of total U.S. sales of household cleaning products, at current and constant prices, 2005-10
- Household surface cleaners
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- Figure 75: Forecast of U.S. sales of household surface cleaners, at current and constant prices, 2005-10
- Rug and upholstery cleaner, deodorizer, and fabric treatments
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- Figure 76: Forecast of U.S. sales of rug and upholstery cleaner, deodorizer, and fabric treatments, at current and constant prices, 2005-10
- Sponges and scouring pads
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- Figure 77: Forecast of U.S. sales of sponges and scouring pads, at current and constant prices, 2005-10
- Cleaner cloths and wipes
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- Figure 78: Forecast of U.S. sales of cleaner cloths and wipes, at current and constant prices, 2005-10
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Magic American Goo Gone Spray Gel
- Herbert Stanley Weiman Stainless Steel Wipes
- Method Flushable Wipes
- Reckitt Benckiser Lysol Ready Brush Toilet Cleaning System Extension
- Clorox 409 Orange Power Daily Kitchen Cleaner
- Hopes Home Care Cultured Marble Polish
- S.C. Johnson & Son Pledge Revitalizing Oil
- Earth Friendly Products Window Kleener
- Orange Glo International Voila! Fabric Protector
- Johnson and Johnson Windex Multi-Surface Cleaner Extension
- Seventh Generation Kitchen Cleaner
- MoldWash USA Industrial Strength Mildew Cleaner
- Method Products Cleaning Wipes Extension
- Price Chopper Glass Cleaner
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