This analysis of home laundry products will focus on the structure of the home laundry marketplace, and how the industry has changed significantly since 1998, with the introduction of laundry tablets. Mintel's exclusive consumer research will examine the detergent segments in terms of powders, liquids and tablets, focusing on the consumer. In addition to segmentation by format, home laundry products can also be divided into biological, non-biological, color care and specialty products.

Mintel's profile of the home laundry marketplace will include spotlights on such topics as clothes washing detergents, fabric conditioners, detergent boosters and stain removers. According to Procter & Gamble, Americans wash over 419 million loads of laundry a week, and customer demand requires a variety of detergents. Mintel's report will also profile key players within the home laundry marketplace. According to the Soap and Detergent Association, a non-profit trade association established in 1926, there are more than 120 North American manufacturers of household cleaning products.

Select consumer research by Mintel will highlight the home laundry marketplace, with emphasis on:

· Consumer knowledge and attitudes of various laundry products.

· Consumer attitudes on use, packaging, availability and pricing.

· Changes in washing machine technology and the role it will play in the future of laundry products.

A key emphasis of Mintel's inceptive profile will be on consumer attitudes toward safety, the environment, and bio-friendly health issues surrounding home laundry products. With energy-saving laundry machines, consumers are likely to see numerous transitions within laundry products, and more alternatives to detergents and traditional soaps. This report contains US IRI InfoScan data.