Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Retailer definitions
- Data sources
- Sales data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Key themes
- Market size and forecast—flat overall, buoyed by individual product wins
- Competitive context—dozens of products; five leading companies
- Segment performances
- Household surface cleaners
- Rug/upholstery/fabric cleaners
- Sponges/scouring pads
- Cleaner clothes/wipes
- Furniture polish
- Floor cleaners/wax removers
- Revenue growth comes from non-traditional channels
- Clorox and Lysol lead market
- Product development activity essential
Insights and Opportunities
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- Private label has underperformed far too long
- Environmentally friendly moves beyond ingredients and positioning
- Taking on the “super bugs”
- Co-branding and packaging
Fast Forward Trends
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- Stress Society
- What's it about?
- What we've seen
- Implications for the household cleaning products market
- Trust in Me
- What's it about?
- What we've seen
- Implications for the household cleaning products market
Market Size and Forecast
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- Key points
- Revenue growth curtailed by shift in sales to Wal-Mart and lower volume sales
- Brands matter
- Connecting with the customer is key
- Innovation helps spur sales in a mature category
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- Figure 1: Total U.S. sales and forecast of household cleaning products at current prices, 2002-12
- Figure 2: Total U.S. sales and forecast of household cleaning products at inflation adjusted prices, 2002-12
- Wal-Mart sales
Competitive Context
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- Key points
- Line extensions and product innovations are the principal means of competition
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- Figure 3: U.S. new household cleaning product introductions, 2002-07
- Three companies control more than half of category sales
- “Clean enough” is the new standard
Segment Performance—Overview
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- Key points
- Wipes continue to shine
- Rugs less popular but more protected
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- Figure 4: FDMx* sales and forecast of household cleaning products at current prices, by segment, 2002-12
- Figure 5: FDMx* sales of household cleaning products, by segment, 2005 and 2007
Segment Performance—Household Surface Cleaners
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- Key points
- Surface cleaner segment sales are underperforming the category
- As go new products/innovations, so go sales
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- Figure 6: FDMx* sales and forecast of household surface cleaners, 2002-12
- Figure 7: FDMx* sales of household surface cleaners, by type, 2005 and 2007
Segment Performance—Rug/Upholstery/Fabric Cleaners
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- Key points
- Hard surface flooring has reduced the demand for rug cleaners/treatments
- There is always room for a needed product
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- Figure 8: FDMx* sales and forecast of rug/upholstery/fabric cleaners, 2002-12
Segment Performance—Sponges and Scouring Pads
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- Key points
- 3M’s Scotch-Brite leads the way
- Private labels account for 16% of segment sales
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- Figure 9: FDMx* sales and forecast of sponges and scouring pads, 2002-12
Segment Performance—Cleaning Cloths/Wipes
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- Key points
- A high-flying segment settles down
- All-purpose wipes dominate the segment
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- Figure 10: FDMx* sales and forecast of cleaning cloths/wipes, 2002-12
- Figure 11: FDMx* sales of cleaning cloths/wipes, by type, 2005 and 2007
Segment Performance—Furniture Polish
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- Key points
- Sampling of furniture wipes damaged traditional polish sales
- Little innovation, no lift in sales
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- Figure 12: FDMx* sales and forecast of furniture polish, 2002-12
Segment Performance—Floor Cleaners/Wax Removers
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- Key points
- Consumers like Swiffer
- Hard floor surfaces in vogue
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- Figure 13: FDMx* sales and forecast of floor cleaners/wax removers, 2002-12
Retail Channels
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- Key points
- 70% of sales but no revenue growth
- Everyday low prices hurt revenue growth across major channels
- Wal-Mart sets the retail tone
- Green movement sparks growing interest in natural products
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- Figure 14: U.S. sales of household cleaning products, by retail channel, 2005 and 2007
Retail Channels—Discounters
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- Key points
- Sales through discounters holding steady
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- Figure 15: U.S. sales of household cleaning products at discount stores/supercenters/warehouse clubs, 2002-07
Retail Channels—Supermarkets
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- Key points
- To keep sales in-house, supermarkets need to get creative
- Build store brand sales
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- Figure 16: U.S. sales of household cleaning products at supermarkets, 2002-07
Retail Channels—General Merchandise Stores
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- Key points
- Discounters aren’t the only place to find brand names for less
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- Figure 17: U.S. sales of household cleaning products at general merchandise stores, 2002-07
Retail Channels—Natural and Other Channels
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- Key points
- Natural cleaning products are a match for the natural food channel
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- Figure 18: Natural product supermarket retail sales of household cleaners, at current and inflation adjusted prices, 52 weeks ending March, 2006-08
- Green products take some getting used to
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- Figure 19: Sales of household cleaning products through natural supermarkets, by segment, 2006 and 2008
- Online retailers are promoting household cleaning product offerings
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- Figure 20: U.S. sales of household cleaning products at other* channels, 2002-07
Market Drivers
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- Less time being spent on household chores
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- Figure 21: Hours spent doing housework 1976 and 2005
- Age considerations
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- Figure 22: Population by age, 2002-12
- Less carpet, more hard surface flooring
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- Figure 23: U.S. wholesale sales of floor covering products, 2002 & 2007
- New product introductions essential
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- Figure 24: U.S. new household cleaning product introductions, 2002-07
- Consumers more interested in green products
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- Figure 25: Consumer awareness of ‘green’ products or services, February 2008
Leading Companies
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- Key points
- Branding is critical to sales and profitability
- Market share concentrated in the hands of just a few companies
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- Figure 26: FDMx* sales of leading household cleaning products companies, 2005 and 2007
Brand Share—Household Surface Cleaners
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- All-purpose cleaners and disinfectants
- Key points
- Brand extensions can be effective
- Line extensions reinvigorate the brand
- Targeting helps to differentiate brands
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- Figure 27: FDMx* brand sales of all-purpose cleaner/disinfectant, 2005 and 2007
- Toilet bowl cleaners and disinfectants
- Key points
- Lysol and Clorox brand franchises are dominant
- Disposable toilet brush concept wanes
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- Figure 28: FDMx* brand sales of toilet bowl cleaner/disinfectant, 2005 and 2007
- Non-abrasive tub and tile cleaners
- Key points
- Scrubbing Bubbles drives growth in the segment
- An innovative subsegment
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- Figure 29: FDMx* brand sales of non-abrasive tub and tile cleaners, 2005 and 2007
- Glass cleaner/ammonia
- Key points
- Windex leads the way
- Innovation is limited
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- Figure 30: FDMx* brand sales of glass cleaner/ammonia, 2005 and 2007
- Drain cleaner
- Key points
- Drano and Liquid-Plumr dominate
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- Figure 31: FDMx* brand sales of drain cleaner, 2005 and 2007
Brand Share—Rug/Upholstery/Fabric Cleaners
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- Key points
- Smoking bans curtail the need for deodorizers
- Smaller players with targeted products can make inroads
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- Figure 32: FDMx* brand sales of rug/upholstery/fabric cleaners, 2005 and 2007
Brand Share—Sponges and Scouring Pads
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- Key points
- Scotch-Brite registered 30% increase 2005-07
- Scouring pads wear out their welcome
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- Figure 33: FDMx* brand sales of sponges and scouring pads, 2005 and 2007
Brand Share—Cleaning Cloths/Wipes
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- Key points
- Clorox shines among dull leading brands
- Private label and other brands make inroads
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- Figure 34: FDMx* brand sales of cleaning cloths and wipes, 2005 and 2007
Brand Share—Furniture Polish
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- Key points
- Pledge rolls along
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- Figure 35: FDMx* brand sales of furniture polish, 2005 and 2007
Brand Share—Floor Cleaners/Wax Removers
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- Key points
- Consumers keep buying Swiffer
- New flooring surfaces inspire demand for new products
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- Figure 36: FDMx* brand sales of floor cleaners/wax removers, 2005 and 2007
Brand Qualities
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- Clorox (The Clorox Company)
- Lysol (Reckitt Benckiser)
- Scrubbing Bubbles (SC Johnson)
- Swiffer (P&G)
- Method (Method Products)
Innovation and Innovators
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- Key points
- Convenience leads new product positioning claims
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- Figure 37: U.S. new household cleaning product introductions, by category, 2005 and 2007
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- Figure 38: Top FIVE product claims in hard surface care, 2008
- Innovators
- Scrubbing Bubbles
- Method
- Clorox Green Works
- O-Cel-O
- Fabuloso
- Natural brand leaders
Advertising and Promotion
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- Key points
- Advertising themes
- Responsible moms will use this product
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- Figure 39: Clorox Anywhere Hard Surface Spray television ad, 2007
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- Figure 40: Clorox cleaner range television ad, 2007
- Figure 41: Clorox Green Works television ad, 2008
- Just when you thought your bathroom was clean…
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- Figure 42: Lysol Deep Reach toilet cleaner television ad, 2007
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- Figure 43: Lysol liquid toilet cleaner television ad, 2007
- Effectiveness is what counts
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- Figure 44: Easy Off Bam television ad, 2007
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- Figure 45: Formula 409 all-purpose cleaner television ad, 2007
- Figure 46: Kaboom bathroom cleaner television ad, 2007
- Company expenditures
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- Figure 47: U.S. media spending for leading household cleaning brands, 2005 and 2006
- Figure 48: Febreze television ad, 2007
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- Figure 49: Mr Clean with Febreze television ad, 2008
Appendix: Trade Associations
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