This report is the first of a two-part series on household cleaning products. It covers market size, segmentation, retail distribution, brand sales, advertising, and marketing. The second in the series, Household Cleaning Products-The Consumer-U.S., June 2008, will utilize data from Simmons NCS and Mintel's exclusive consumer survey to provide insight on consumers of household cleaning products.

The household cleaning products market is more than $5 billion in 2007. A number of its mature segments, like surface cleaners and sponges, are experiencing slow to negative growth. National brands dominate all segments; the role of private label manufacturers is small. Innovation and line extensions drive growth within a brand and, as with cleaning cloths and wipes, within a segment.

Yet, this growth is rarely sustainable over the long term. Distribution has become more competitive, with Wal-Mart alone equaling the sales of the supermarket channel. Eco-friendly and convenient products are a growth area, but consumer interest in new products can be fleeting and tends to gravitate toward established national brands like Clorox, Lysol, Windex, and Pledge.

Analysis and insights include:

which companies and household cleaning brands are doing well and which are not

which brands are positioned for future growth

which segments of the household cleaning products market are growing

where most household cleaning products are purchased

Wal-Mart's impact on retail distribution

importance of new product development to revenue growth and trends in product claims

how to differentiate household cleaning products in the minds of consumers.