This report is the second part of a two-part series on household cleaning products. It complements the findings of Household Cleaning Products: The Market-U.S., May 2008, including the widespread shift away from "deep cleaning", strong interest in environmentally-friendly products, the growth potential for store-brand products and the increasing use of the Internet as a retail channel.
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Scope and Themes
Executive Summary
Insights and Opportunities
Fast Forward Trends
Market
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Market Drivers
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Cluster Analysis—Avid Wiper, Average Wiper, Unscented Wiper
Custom Consumer Groups
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix: Other Useful Consumer Tables
Appendix: Trade Associations
Other
Usage and Attitude Trends
Usage and Attitudes by Gender
Usage and Attitudes by Age
Usage and Attitudes by Race/Ethnicity
Brand Preferences by Race/Ethnicity
The Impact of Children
Household Income
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Which products and brands are most popular among consumers of different genders, age groups, household incomes and races/ethnicities 
