Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market size
- P&G continues to dominate…
- …forcing Unilever to pull up stakes
- Several smaller companies compete in smaller segments
- In laundry detergents, concentrated formulas quickly becoming the norm
- Share gains among brands offering combinations of benefits are starting to fuel category growth
- Sophisticated scents also generating interest
- Category dynamics favor mass merchants and club stores
- Heavy ad spending comes mostly from category leader P&G
- Total population drives the market, but growth among blacks and Hispanics may have impact
Insights and Opportunities
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- Mapping the emotions of the home laundry experience
- Re-imagine the home laundry aisle based on sensory experiences
- Help a new generation discover the lost art of laundry care
- Leverage mainstream emotions to increase all-natural share
Market Size and Forecast
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- Key points
- Share gains among premium brands starting to fuel category growth
- Checks and balances keep category growth in
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- Figure 1: Total U.S. sales and forecast of home laundry products, at current prices, 2002-12
- Figure 2: Total U.S. sales and forecast of home laundry products, at inflation-adjusted prices, 2002-12
Competitive Context
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- Procter & Gamble has the competition on the run
- Beyond the big segments a variety of companies compete
Segment Performance
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- Key points
- Added-value laundry detergents appear not to have cannibalized other segments
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- Figure 3: U.S. sales and forecast of home laundry products, at current prices, by segment, 2002-12
- Figure 4: U.S. sales of home laundry products, by segment, 2005 and 2007
Segment Performance—Laundry Detergent
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- Key points
- The changing shape of laundry detergent
- Concentrated formulas quickly becoming the norm
- Too many choices at the shelf?
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- Figure 5: U.S. sales and forecast of laundry detergent, 2002-12
Segment Performance—Fabric Softener Liquid
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- Key points
- Segment not hurt by addition of fabric softeners to detergents
- Enhanced marketing synergy
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- Figure 6: U.S. sales and forecast of fabric softener liquid, 2002-12
Segment Performance—Fabric Softener Sheets
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- They’re not just for the dryer anymore
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- Figure 7: U.S. sales and forecast of fabric softener sheets, 2002-12
Segment Performance—Laundry Care
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- Key point
- Secret ingredients in the consumer’s home laundry recipe
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- Figure 8: U.S. sales and forecast of laundry care products, 2002-12
Segment Performance—Bleach
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- Key points
- Bleach remains a household staple
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- Figure 9: U.S. sales and forecast of bleach products, 2002-12
Retail Channels
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- Key points
- Category dynamics favor mass merchants and club stores
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- Figure 10: U.S. sales of home laundry products, by retail channel, 2005 and 2007
Retail Channels—Supermarkets
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- Key point
- Supermarkets lose sales to other channels
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- Figure 11: U.S. sales of home laundry products at supermarkets, 2002-07
Retail Channels—Drug stores
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- Key points
- Convenience and fill-in
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- Figure 12: U.S. sales of home laundry products at drug stores, 2002-07
Retail Channels—Other
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- Key points
- Other channels well suited for home laundry
- Wal-Mart shrinks the category
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- Figure 13: U.S. sales of home laundry products at other channels, 2002-07
Market Drivers
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- Total population drives the market, but shifts in race/ethnicity composition and household size may have impact
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- Figure 14: Population, by race and Hispanic origin, 2002-12
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- Figure 15: Households, by size, 2001 and 2006
Leading Companies
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- Key points
- P&G builds on its lead through innovation and marketing
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- Figure 16: FDMx sales of leading home laundry companies, 2005 and 2007
Brand Share—Liquid Detergents
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- Key points
- A Tide for every need
- A handful of value-added successes outside of Tide
- Value-added winning over price value
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- Figure 17: FDMx brand sales of liquid detergents, 2005 and 2007
Brand Share—Powdered Detergents
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- Key points
- Market share less important than survival as segment declines rapidly
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- Figure 18: FDMx brand sales of powdered detergents, 2005 and 2007
Brand Share—Liquid Fabric Softeners
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- Key points
- Downy dominates, but has little room for additional share growth
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- Figure 19: FDMx brand sales of liquid fabric softeners, 2005 and 2007
Brand Share—Fabric Softener Sheets
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- Key points
- P&G is strong and getting stronger
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- Figure 20: FDMx brand sales of fabric softener sheets, 2005 and 2007
Brand Share—Bleach
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- Key points
- Color-safe bleaches face more competition
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- Figure 21: FDMx brand sales of bleach, 2005 and 2007
Brand Share—Other Laundry Care
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- Key points
- A broad collection of brands, but with little marketing activity to drive significant share movement
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- Figure 22: FDMx brand sales of laundry pre-washes and additives, 2005 and 2007
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- Figure 23: FDMx brand sales of fine washable detergent, 2005 and 2007
- Figure 24: FDMx brand sales of laundry starch, 2005 and 2007
Brand Qualities
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- Many sides of Tide, but at the core it’s clean
- Closer connections
- Focus on scent keeps Gain going strong
- An old brand that may be well positioned for the future
Innovation and Innovators
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- Combinations
- Sensations
- Green goes mainstream
Advertising and Promotion
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- Overview
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- Figure 25: Media expenditure of selected home laundry products, 2006
- The smaller the better
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- Figure 26: P&G multi-brand concentrated detergent ad, 2007
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- Figure 27: Gain concentrated laundry detergent launch ad, 2007
- Figure 28: Tide concentrated laundry detergent launch ad, 2007
- Sensory experiences and emotional triggers
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- Figure 29: Tide Pure Essentials With Baking Soda ad—“Blanket,” 2008
- Figure 30: Downy Pure Essentials With Aloe and White Lilac Scent ad, 2008
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- Figure 31: Bounce Pure Essentials With Aloe and White Lilac Scent ad, 2008
- Figure 32: Tide with a Touch of Downy ad, 2008
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- Figure 33: Downy Simple Pleasures ad, 2008
- Figure 34: Gain ad, 2008
- Better together
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- Figure 35: Tide with Dawn Stain Scrubbers ad, 2008
- Figure 36: Arm & Hammer plus OxiClean Stain Fighters ad, 2008
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- Figure 37: Spray ‘n Wash Max with Resolve Power ad, 2008
- The war on stains
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- Figure 38: Shout stain treatment ad, 2008
- Figure 39: OxiClean ad, 2008
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- Figure 40: Tide to Go stain remover ad, 2008
Fast Forward Trends
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- Home of the senses
- What’s it all about?
Usage
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- Household usage of most types of home laundry products has held steady
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- Figure 41: Type of laundry product used in household, 2003-07
- Figure 42: Type of laundry product used, by age, January-November 2007
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- Figure 43: Type of laundry product used, by household income, January-November 2007
- Figure 44: Type of laundry product used, by race/ethnicity, January-November 2007
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- Figure 45: Type of laundry product used, by number of people in household, January-November 2007
- Use of powdered detergent declining rapidly in favor of liquids
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- Figure 46: Type of laundry soap/detergent used, 2003-07
- Figure 47: Type of laundry soap/detergent used, by race/ethnicity, January-November 2007
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- Figure 48: Type of laundry soap/detergent used, by region, January-November 2007
- Tide leads the laundry detergent pack across demographic measures
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- Figure 49: Brand of laundry soap/detergent used, by age, January-November 2007
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- Figure 50: Brand of laundry soap/detergent used, by race ethnicity, January-November 2007
- Figure 51: Brand of laundry soap/detergent used, by household income, January-November 2007
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- Figure 52: Brand of laundry soap/detergent used, by region, January-November 2007
- Brands of boosters/pre-soaks/pre-cleaners used
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- Figure 53: Brand of boosters/pre-soaks/pre-cleaners used, by race/ethnicity, January-November 2007
- Use of fabric softener liquid on the rise
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- Figure 54: Type of fabric softener used, 2003-07
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- Figure 55: Type of fabric softener used, by race/ethnicity, January-November 2007
- Brands of fabric softener used
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- Figure 56: Brands of fabric softener used, by race/ethnicity, January-November 2007
- Brands of spray starch used
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- Figure 57: Brands of spray starch used, by region, January-November 2007
Attitudes and Motivations
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- Where and how the laundry gets done
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- Figure 58: Where and how the laundry gets done, by age, April 2008
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- Figure 59: Where and how the laundry gets done, by household income, April 2008
- Figure 60: Where and how the laundry gets done, by race/ethnicity, April 2008
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- Figure 61: Where and how the laundry gets done, by region, April 2008
- Who’s responsible for the laundry?
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- Figure 62: Responsibility for the laundry, by gender, April 2008
- Who buys laundry products?
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- Figure 63: Have bought laundry products in the past six months, by gender, April 2008
- Attitudes towards the purchase of laundry products
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- Figure 64: Attitudes towards buying laundry products, by gender, April 2008
- Figure 65: Attitudes towards buying laundry products, by age, April 2008
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- Figure 66: Attitudes towards buying laundry products, by race/ethnicity, April 2008
- Laundry product usage habits
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- Figure 67: Laundry product usage habits, by gender, April 2008
- Figure 68: Laundry product usage habits, race/ethnicity, April 2008
- Laundry mistakes
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- Figure 69: Laundry mistakes, by gender, April 2008
- Figure 70: Laundry mistakes, by age, April 2008
Cluster Analysis
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- Overview
- Laundry-impaired, pink-loaders
- Laundry-product minimalists
- Detergent disaster-frees
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- Figure 71: Laundry clusters, April 2008
- Cluster results
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- Figure 72: Responsibility for the laundry, by laundry clusters, April 2008
- Figure 73: Attitudes towards buying laundry products, by laundry clusters, April 2008
- Figure 74: Type of fabric softener used, by laundry clusters, April 2008
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- Figure 75: Type of bleach used, by laundry clusters, April 2008
- Figure 76: Laundry product usage habits, by laundry clusters, April 2008
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- Figure 77: Laundry mistakes, by laundry clusters, April 2008
- Cluster demographics and methodology
- Demographics
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- Figure 78: Laundry clusters, by gender, April 2008
- Figure 79: Laundry clusters, by age, April 2008
- Figure 80: Laundry clusters, by household income, April 2008
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- Figure 81: Laundry clusters, by race, April 2008
- Figure 82: Laundry clusters, by Hispanic origin, April 2008
- Methodology
Custom Consumer Groups
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- Gender and age
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- Figure 83: Responsibility for the laundry, by gender and age, April 2008
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- Figure 84: Have bought laundry products in the past six months, by gender and age, April 2008
- Race/ethnicity and age
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- Figure 85: Attitudes towards buying laundry products, by race/ethnicity age groups, April 2008
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- Figure 86: Laundry product usage habits, by race/ethnicity age groups, April 2008
IRI/Builders Panel Data
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- Consumer insights—laundry products
- Laundry detergent
- Liquid laundry detergent
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- Figure 87: Key purchase measures for top ten brands of liquid laundry detergent, by household penetration, 2007*
- Powder laundry detergent
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- Figure 88: Key purchase measures for top ten powder laundry detergents, by household penetration, 2007*
- Laundry pre-wash treatments and stain removers
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- Figure 89: Key purchase measures for the top ten laundry pre-wash treatments and stain removers, by household penetration, 2007
- Bleach
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- Figure 90: Key purchase measures for the top ten bleaches, by household penetration, 2007
Appendix: Other Useful Consumer Tables
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- Figure 91: Brand of laundry soap/detergent used, by household income, January-November 2007
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- Figure 92: Brand of laundry soap/detergent used, by number of people in the household, January-November 2007
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- Figure 93: Brand of boosters/pre-soaks/pre-cleaners used, by household income, January-November 2007
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- Figure 94: Brand of boosters/pre-soaks/pre-cleaners used, by number of people in household, January-November 2007
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- Figure 95: Brand of boosters/pre-soaks/pre-cleaners used, by region, January-November 2007
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Appendix: Trade Associations
Appendix: IRI/Builders Panel Data Definitions
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