Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Advertising videos
- Abbreviations and terms
Executive Summary
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- Market continues five-year decline in 2009
- Macro-economic conditions must shift to propel significant growth
- Recession prompts consumers to cut back on pro cleaning services
- Household surface and rug/upholstery cleaners show steepest declines
- Mixed five-year performance of major segments
- Household surface cleaners suffer from economizing, competition from wipes
- Decrease in wall-to-wall carpeting drives down demand for rug/upholstery cleaners
- Sponges/scouring pads serve multiple purposes and benefit from innovation
- Cleaning cloths/wipes offer the strongest five-year growth
- Furniture polish remains steady
- Floor cleaners/wax show modest growth
- Retail channels: discounters/warehouse stores expand market share
- Slower household growth, recession and smaller homes drive down sales
- Other drivers: “green” movement and H1N1 pandemic
- Five largest suppliers account for two-thirds of sales
- Brand share and trends in major segments
- In household surface cleaners, the “big three” each command about 20% of segment
- P&G’s Febreze top-seller in rug/upholstery cleaners
- 3M commands over half of sponge/scouring pad segment
- Clorox and Lysol offer top brands of wipes
- SC Johnson’s Pledge is leading furniture polish
- Swiffer WetJet leads floor cleaning segment
- Brand qualities span all-natural products to tough germ-killers
- Innovation integral to market, strongest in all-purpose and implements/tools
- “Green” claims key area of innovation, especially in 2008
- National ad campaigns and multi-platform websites
Insights and Opportunities
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- Ongoing development of wipes—what’s next?
- Child-safe vs. heavy-duty disinfectants—can we have both?
- Next move for private labels might be to smaller segments
- Can supermarkets regain share?
Inspire Insights
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- Time for a change
- Not afraid to get dirty
- Inspire social trends suggest that the terms “men” and “cleaning” might actually be related
- Girly Men
- What’s it about?
- Specifics
- Implications
- Men Shopping Badly
- What’s it about?
- What we’ve seen
- Specifics
- Implication
Market Size and Forecast
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- Key points
- Sales fall from 2004-09 in mature market in recessionary context
- Innovations lead to shifts in sales, but rarely expand market
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- Figure 1: Total U.S. sales and forecast of household cleaning products at current prices, 2004-14
- Figure 2: Total U.S. sales and forecast of household cleaning products at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- Key points
- Consumers cut back on maid services
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- Figure 3: House cleaning service, changes in service use in the past 12 months, March 2009
- Consumers also cut back on specialized window and rug/upholstery cleaning services
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- Figure 4: Window washing service, changes in service use in the past 12 months, March 2009
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- Figure 5: Furniture or rug cleaning service, changes in service use in the past 12 months, March 2009
Overall Segment Performance
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- Key points
- Household surface cleaners sees largest drop in sales from 2007-09
- Ongoing shift towards hard surface flooring drives down rug/fabric cleaner sales
- Other segments—sponges, wipes, polishes and floor cleaners—show modest growth
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- Figure 6: FDMx sales and forecast of household cleaning products at current prices, by segment, 2004-09
- Figure 7: FDMx sales of household cleaning products, by segment, 2007 and 2009
Segment Performance—Household Surface Cleaners
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- Key points
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- Figure 8: FDMx sales and forecast of household surface cleaners, 2004-14
- Figure 9: FDMx sales of household surface cleaners, by type, 2007 and 2009
Segment Performance—Rug/Upholstery/Fabric Cleaners
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- Key points
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- Figure 10: FDMx sales and forecast of rug/upholstery/fabric cleaners, 2004-14
Segment Performance—Sponges and Scouring Pads
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- Key points
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- Figure 11: FDMx sales and forecast of sponges and scouring pads, 2004-14
Segment Performance—Cleaning Cloths/Wipes
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- Key points
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- Figure 12: FDMx sales and forecast of cleaning cloths/wipes, 2004-14
- Figure 13: FDMx sales of cleaning cloths/wipes, by type, 2007 and 2009
Segment Performance—Furniture Polish
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- Key points
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- Figure 14: FDMx sales and forecast of furniture polish, 2004-14
Segment Performance—Floor Cleaners/Wax Removers
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- Key points
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- Figure 15: FDMx sales and forecast of floor cleaners/wax removers, 2004-14
Retail Channels
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- Key points
- Discount stores and super centers gain market share from 2007-09
- Supermarkets see sales fall from 2007-09
- Other merchandisers maintain market share
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- Figure 16: U.S. sales of household cleaning products, by retail channel, 2007 and 2009
Retail Channels—Discounters
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- Key points
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- Figure 17: U.S. sales of household cleaning products at discount stores/supercenters/warehouse clubs, 2004-09
Retail Channels—Supermarkets
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- Key points
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- Figure 18: U.S. sales of household cleaning products at supermarkets, 2004-09
Retail Channels—Other
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- Key points
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- Figure 19: U.S. sales of household cleaning products at other channels, 2004-09
Market Drivers
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- Key points
- Growth of U.S. households slows in 2008-09
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- Figure 20: Total number of U.S. households, 2001-09
- Consumers cut back on basic expenditures in climate of economic uncertainty
- Consumer confidence shows only uneven improvement in 2009-10
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- Figure 21: Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2001-09
- Over two-thirds reduce household spending in 2009 to save money
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- Figure 22: Changes or plans to save money, by gender and presence of children, March 2009
- Majority of consumers, especially in lower income brackets, cut back on cleaning supplies
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- Figure 23: Cut back spending on household cleaners, by household income, March 2009
- Economizing efforts lead suppliers to focus innovation on most basic products
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- Figure 24: U.S. new household cleaning product introductions, by subcategory, 2007-09
- Economizing drives demand for and expansion of private label brands
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- Figure 25: U.S. new household cleaning product introductions, private label vs. branded, 2004-10
- Private label products feature effective products at a low cost
- Trend towards smaller homes
- Interest in green living and green products
- Green cleaners offer opportunity for further growth
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- Figure 26: Usage of green cleaners, by age, February 2010
- Positive attitudes towards green cleaners combined with some doubts
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- Figure 27: Attitudes towards green cleaners, trended, April 2008 and February 2010
- H1N1 pandemic drives demand for disinfecting products
Leading Companies
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- Key points
- Five largest companies command two thirds of market
- Private label shows substantial growth from 2009-10
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- Figure 28: FDMx sales of leading household cleaning products companies, 2009 and 2010
- Profiles of the three dominant suppliers
- Clorox
- SC Johnson
- Reckitt Benckiser
Brand Share—Household Surface Cleaners
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- Key points
- Household surface cleaners
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- Figure 29: FDMx brand sales of all household surface cleaners, 2009 and 2010
- All-purpose cleaners and disinfectants
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- Figure 30: FDMx brand sales of all-purpose cleaner/disinfectant, 2009 and 2010
- Toilet bowl cleaners and disinfectants
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- Figure 31: FDMx brand sales of toilet bowl cleaners/disinfectants, 2009 and 2010
- Non-abrasive tub and tile cleaners
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- Figure 32: FDMx brand sales of non-abrasive tub and tile cleaners, 2009 and 2010
- Glass cleaner/ammonia
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- Figure 33: FDMx brand sales of glass cleaner/ammonia, 2009 and 2010
- Drain cleaner
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- Figure 34: FDMx brand sales of drain cleaner, 2009 and 2010
- Spray disinfectant
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- Figure 35: FDMx brand sales spray disinfectant, 2009 and 2010
- Abrasive tub and tile cleaners
- Key points
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- Figure 36: FDMx brand sales abrasive tub and tile cleaners, 2009 and 2010
- Oven/appliance cleaner/degreaser
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- Figure 37: FDMx brand sales oven/appliance cleaner/degreaser, 2009 and 2010
- Specialty cleaner/polish
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- Figure 38: FDMx brand sales specialty cleaner/polish, 2009 and 2010
- Lime/rust remover
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- Figure 39: FDMx brand sales lime/rust remover, 2009 and 2010
Brand Share—Rug/Upholstery/Fabric Cleaners
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- Key points
- Febreze is leading brand
- Woolite and Resolve show strong growth
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- Figure 40: FDMx brand sales of rug/upholstery/fabric cleaners, 2009 and 2010
Brand Share—Sponges and Scouring Pads
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- Key points
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- Figure 41: FDMx brand sales of sponges and scouring pads, 2009 and 2010
Brand Share—Cleaning Cloths/Wipes
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- Key points
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- Figure 42: FDMx brand sales of cleaning cloths and wipes, 2009 and 2010
Brand Share—Furniture Polish
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- Key points
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- Figure 43: FDMx brand sales of furniture polish, 2009 and 2010
Brand Share—Floor Cleaners/Wax Removers
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- Key points
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- Figure 44: FDMx brand sales of floor cleaners/wax removers, 2009 and 2010
Brand Qualities
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- Key points
- The Clorox Company
- Clorox
- Clorox Green Works
- Formula 409
- Liquid-Plumr
- Reckitt Benckiser
- Lysol
- Easy Off
- SC Johnson
- Scrubbing Bubbles
- Windex
- Drano
- Procter & Gamble
- Mr. Clean
- Swiffer
- Febreze
Innovation and Innovators
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- Key points
- Innovation integral to market, but does not bring larger overall sales
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- Figure 45: U.S. new household cleaning product introductions, by subcategory, 2004-10
- Innovations in all-purpose and multi-purpose products
- Innovations with tools and gadgets
- Innovations in sponges and cloths
- Eco-friendly claims central to new products offered since 2008
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- Figure 46: Top ten U.S. product claims in hard surface care, 2004-10
- Eco-friendly offerings from the largest suppliers
- Eco-friendly offerings from smaller suppliers
- Hain Celestial Systems introduces a Martha Stewart eco-friendly line
- High-end products showcase eco-friendly qualities
- Pet-safe products with non-toxic formulas
Advertising and Promotion
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- Key points
- Major ad campaigns strengthen core brand identities and showcase new products
- Lysol makes N1H1 and disease prevention centerpiece of marketing
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- Figure 47: Lysol Disinfectant Spray, 2009
- Clorox makes kids the centerpiece of ads for disinfecting products
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- Figure 48: Clorox disinfecting products, 2010
- Clorox showcases decorative wipe dispenser
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- Figure 49: Clorox Decorative Wipe Dispenser, 2010
- P&G showcases Mr. Clean with Febreze products offering fresh smell and effectiveness
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- Figure 50: Mr. Clean Disinfecting Bath Cleaner, 2010
- SC Johnson’s Extend-A-Care campaign showcases product ease and convenience
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- Figure 51: Scrubbing Bubbles Extend-a-Clean, 2010
- Features of the Swiffer Duster Extender seen in humorous ad
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- Figure 52: Swiffer Duster Extender, 2010
- Websites offer information, sweepstakes and opportunities to connect with consumers
- Use of websites as information centers
- Use of websites to launch sweepstakes and contests
- Use of websites to create community and connect to consumers
- Spanish language websites
SymphonyIRI/Builders—Key Household Purchase Measures
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- Overview of household cleaners
- All-purpose cleaner
- Consumer insights on key purchase measures—all-purpose cleaner
- Brand map
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- Figure 53: Brand map, selected brands of all-purpose cleaner/disinfectant buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 54: Key purchase measures for the top brands of all-purpose cleaner/disinfectant, by household penetration, 2009*
- Nonabrasive tub/tile cleaner
- Consumer insights on key purchase measures—nonabrasive tub/tile cleaner
- Brand map
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- Figure 55: Brand map, selected brands of nonabrasive tub/tile cleaner, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 56: Key purchase measures for the top brands of nonabrasive tub/tile cleaner, by household penetration, 2009*
- Abrasive tub/tile cleaner
- Consumer insights on key purchase measures—abrasive tub/tile cleaner
- Brand map
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- Figure 57: Brand map, selected brands of abrasive tub/tile cleaner, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 58: Key purchase measures for the top brands of abrasive tub/tile cleaner, by household penetration, 2009*
Appendix: Trade Associations
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