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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- Positive growth in mature, commodity market
- Home ownership rate, average household size impact market
- Rise in Hispanic population and number and size of households
- Trends in clothing care
- Detergents lead in revenue and growth
- Product specialization
- Dominance of Procter & Gamble
- The move to Wal-Mart
- The gender question
- Liquids continue to replace powders
- Attitudes toward laundry care
- Price and familiarity top purchasing factors
Market Drivers
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- Home ownership and household size shape the market
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- Figure 1: Household ownership, 2001-05
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- Figure 2: Average size of household, 1995-2010
- Women’s dual work and home responsibilities drive need for convenience
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- Figure 3: Women in the labor force, by marital status, 2000-04
- Value-added laundry products attract men
- Growth of Hispanic population
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- Figure 4: Household size, by Hispanic origin, 2004
- Figure 5: U.S. households, by race/ethnicity, 1995-2005
- Washer and washing space advancements
- Increased sophistication and ease of use
- Washing space changes; machines change with them
- Clothing care trends
- Exotic clothing
- Micro fibers
- Formal wear instead of business casual
- Men’s formal wear
- Athletic attire
Market Size and Trends
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- Market size
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- Figure 6: Total U.S. retail sales of home laundry products, at current and constant prices, 2001-06
- Market trends—product innovation spurs growth
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- Figure 7: Number of new home laundry product introductions, by company, 2002-06
- Specialization in fabric care
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- Figure 8: Number of new fabric care product introductions, 2003-05
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- Figure 9: Number of new environmentally friendly and allergy/sensitive skin home laundry product introductions, 2000-06
- Scented products
- Enzymes—the silent ingredient
Market Segmentation
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- Overview
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- Figure 10: Sales of home laundry products, segmented by type, 2004 and 2006
- Detergent
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- Figure 11: Sales of detergent, at current and constant prices, 2001-06
- Fabric softener
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- Figure 12: Sales of fabric softener, at current and constant prices, 2001-06
- Bleach
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- Figure 13: Sales of bleach, at current and constant prices, 2001-06
- Other laundry care
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- Figure 14: Sales of other laundry care, at current and constant prices, 2001-06
Supply Structure
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- Manufacturer sales and market share
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- Figure 15: Manufacturer sales of home laundry products in the U.S., 2004 and 2005
- Brand review by segment
- Laundry detergent
- Liquid laundry detergent
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- Figure 16: Manufacturer brand sales of liquid laundry detergent in the U.S., 2004 and 2005
- Powder detergent
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- Figure 17: Manufacturer brand sales of powder detergent in the U.S., 2004 and 2005
- Laundry tablets
- Fabric softener
- Liquid fabric softener
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- Figure 18: Manufacturer brand sales of liquid fabric softener in the U.S., 2004 and 2005
- Fabric softener sheets
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- Figure 19: Manufacturer brand sales of fabric softener sheets in the U.S., 2004 and 2005
- Bleach
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- Figure 20: Manufacturer brand sales of bleach in the U.S., 2004 and 2005
- Other laundry care
- Pre-washes and additives
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- Figure 21: Manufacturer brand sales of pre-washes and additives in the U.S., 2004 and 2005
- Fine washable laundry detergent
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- Figure 22: Manufacturer brand sales of fine washable laundry detergent in the U.S., 2004 and 2006
- Laundry starch
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- Figure 23: Manufacturer brand sales of laundry starch in the U.S., 2004 and 2005
- Company profiles
- Procter & Gamble
- Unilever
- Colgate-Palmolive
- Dial Corporation
- Church & Dwight
- Clorox
- Reckitt Benckiser
Advertising and Promotion
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- Procter & Gamble’s sophisticated branding efforts go for the emotions
- A new tagline and commercials: Tide Knows Fabrics Best
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- Figure 24: Xtreme Clip: Tide Liquid Detergent Television Spot, 2006
- Tide Coldwater tries to capitalize on the energy crunch
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- Figure 25: Xtreme Clip: Tide Coldwater Television Spot, 2006
- Tide Thank You Campaign reaches out to Hispanic mothers
- Downy stresses the importance of relaxing
- Bounce gets in shape
- Unilever reaches out to mothers through their children
- The Clorox Company
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- Figure 26: Xtreme Clip: Clorox Bleach Television Spot, 2006
- Church & Dwight
- Reckitt Benckiser wants you to look good
Retail Distribution
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- Introduction
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- Figure 27: U.S. retail sales of home laundry products, by channel, 2004 and 2006
- Wal-Mart
- Supermarkets
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- Figure 28: U.S. supermarket sales of home laundry products, at current and constant prices, 2001-06
- Mass merchandisers
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- Figure 29: U.S. mass merchandiser sales of home laundry products, at current and constant prices, 2001-06
- Drug stores
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- Figure 30: U.S. drug store sales of home laundry products, at current and constant prices, 2001-06
- Sales through natural food channels
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- Figure 31: Total U.S. Natural sales of home laundry products, at current and constant prices, 2003-05
The Consumer
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- Introduction
- Who does the laundry
- Attitudes toward laundry care
- Price and familiarity top purchasing factors
- Types of laundry soaps/detergents used
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- Figure 32: Type of laundry product used, 2001-05
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- Figure 33: Type of laundry product used, by age, January-September 2005
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- Figure 34: Type of laundry product used, by household income, January-September 2005
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- Figure 35: Type of laundry product used, by race/ethnicity, January-September 2005
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- Figure 36: Type of laundry product used, by number of people in household, January-September 2005
- Types of laundry soaps/detergents used
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- Figure 37: Use of liquid, powder and tablet laundry soaps/detergents, 2003 and 2005
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- Figure 38: Use of liquid, powder and tablet laundry soaps/detergents, by household income, January-September 2005
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- Figure 39: Use of liquid, powder and tablet laundry soaps/detergents, by race/ethnicity, January-September 2005
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- Figure 40: Use of liquid, powder and tablet laundry soaps/detergents, by region, January-September 2005
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- Figure 41: Use of liquid, powder and tablet laundry soaps/detergents, by number of people in household, January-September 2005
- Brands of laundry soaps/detergents used
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- Figure 42: Brands of laundry soaps/detergents used, by age, January-September 2005
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- Figure 43: Xtreme Clip: Television spot for Gain, flirting at the laundromat, 2006
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- Figure 44: Use of liquid, powder and tablet laundry soaps/detergents, by race/ethnicity, January-September 2005
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- Figure 45: Brands of laundry soaps/detergents used, by household income, January-September 2005
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- Figure 46: Xtreme Clip: Woolite: the Woolite cycle, 2006
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- Figure 47: Brands of laundry soaps/detergents used, by region, January-September 2005
- Types of boosters/pre-soaks/pre-cleaners used
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- Figure 48: Types of boosters/pre-soaks/pre-cleaners used, by race/ethnicity, January-September 2005
- Brands of boosters/pre-soaks/pre-cleaners used
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- Figure 49: Brands of boosters/pre-soaks/pre-cleaners used, by race/ethnicity, January-September 2005
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- Figure 50: Brands of boosters/pre-soaks/pre-cleaners used, by household income, January-September 2005
- Types of fabric softener used
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- Figure 51: Types of fabric softener used, 2003 and 2005
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- Figure 52: Types of fabric softener used, by race/ethnicity, January-September 2005
- Brands of fabric softener used
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- Figure 53: Brands of fabric softener used, by race/ethnicity, January-September 2005
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- Figure 54: Brands of fabric softener used, by number of people in household, January-September 2005
- Brands of spray starch used
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- Figure 55: Brands of spray starch used, by household income, January-September 2005
- Where laundry gets done
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- Figure 56: Where laundry gets done, April-May 2006
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- Figure 57: Where laundry gets done, by age, April-May 2006
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- Figure 58: Where laundry gets done, by household income, April-May 2006
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- Figure 59: Where laundry gets done, by race/ethnicity, April-May 2006
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- Figure 60: Where laundry gets done, by cohabitation status, April-May 2006
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- Figure 61: Where laundry gets done, by number of people in household, April-May 2006
- Who does the laundry?
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- Figure 62: Who is responsible for doing laundry, by gender, April-May 2006
- Who buys laundry products?
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- Figure 63: Incidence of laundry product purchase in the last six months, by gender, April-May 2006
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- Figure 64: Incidence of laundry product purchase in the last six months, by age, April-May 2006
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- Figure 65: Incidence of laundry product purchase in the last six months, by cohabitation status, April-May 2006
- Attitudes towards laundry and laundry products
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- Figure 66: Laundry purchasing and usage attitudes, by gender, April-May 2006
- Female attitudes towards laundry and laundry products
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- Figure 67: Female laundry purchasing and usage attitudes, by age, April-May 2006
- Male attitudes towards laundry and laundry products
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- Figure 68: Male laundry purchasing and usage attitudes, by age, April-May 2006
- Factors considered when choosing laundry products
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- Figure 69: Factors considered when choosing laundry products, by gender, April-May 2006
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- Figure 70: Factors considered when choosing laundry products, by age, April-May 2006
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- Figure 71: Factors considered when choosing laundry products, by household income, April-May 2006
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- Figure 72: Factors considered when choosing laundry products, by race/ethnicity, April-May 2006
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- Figure 73: Factors considered when choosing laundry products, by number of people in household, April-May 2006
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- Figure 74: Factors considered when choosing laundry products, by region, April-May 2006
Future and Forecast
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- Future trends
- New washing machine technology will spur new products, sales
- Continued specialization and product innovations
- Antibacterial products
- UV protection
- Polymers and enzymes
- Innovations in packaging
- Hispanic population growth
- Population migration to South and West means more dirt
- Market forecast
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- Figure 75: Forecast of home laundry products, at current and constant prices, 2006-11
- Detergent
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- Figure 76: Forecast of detergent, at current and constant prices, 2006-11
- Fabric softener
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- Figure 77: Forecast of fabric softener, at current and constant prices, 2006-11
- Bleach
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- Figure 78: Forecast of bleach, at current and constant prices, 2006-11
- Other laundry care
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- Figure 79: Forecast of other laundry care, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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