Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Mature market sees sales in decline since 2008
- Low consumer confidence dampens sales
- Demographic shifts have accompanied the decline in market, will shape future growth
- Green living trends drive product demand
- Cutbacks on professional cleaning have offered opportunity for growth
- Laundry care rebounds from 2008 losses, while laundry detergent sets tone for market’s 2010 decline
- Two- and five-year trends among major retail channels
- Procter & Gamble is the lead supplier, but Church & Dwight builds share
- Innovations and innovators
- Marketing and branding strategies
- Household use and brand penetration of home laundry products
- Recent purchase data show gender and age shape purchasing
- Previous experience and price are key factors weighed when selecting products
- Deal seeking and brand switching go hand in hand
- Race/ethnicity shapes purchasing, use, and attitudes
Insights and Opportunities
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- Outreach to young, multiethnic population
- Developing outreach to young moms
- Connect to moms on an emotional level
- Green laundry products offer growth prospects
Inspire Insights
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- Trend: Brand Review
- Trend: Men Shopping Badly
Market Size and Forecast
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- Key points
- Mature market faces further downward pressure with recession
- Dominant detergent segment sees sales fall in 2010
- Innovations offer bright spots in the market
- Growth prospects in eco-friendly products, new Tide detergent pods, and with young, multiethnic buyers
- Sales and forecast of home laundry products
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- Figure 1: Total U.S. retail sales and forecast of home laundry products, at current prices, 2005-15
- Figure 2: Total U.S. retail sales and forecast of home laundry products, at inflation-adjusted prices, 2005-15
- Fan chart forecast
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- Figure 3: FDMx sales and fan chart forecast of home laundry products, at current prices, 2005-15
- Walmart sales
Market Drivers
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- Key points
- With uncertain recovery, consumers continue to economize
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- Figure 4: Laundry habits, February 2011
- Consumer confidence offers measure of slow recovery in spending
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- Figure 5: University of Michigan’s index of consumer sentiment (ICS)*, 2001-10
- Demographic shifts
- Slowdown in the growth of U.S. households dampens market expansion
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- Figure 6: Number of U.S. households, 2000-10
- As whites age, a growing young, multiethnic population becomes key consumer base
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- Figure 7: Population by race and Hispanic origin, 2006-16
- Hispanic moms will warrant focus
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- Figure 8: Households with children by race and Hispanic origin of householder, 2009
- Interest in more eco-friendly products and practices
Competitive Context
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- Key points
- Professional cleaners compete with at-home laundry activity
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- Figure 9: Change in reported regional dry cleaner dollar sales, Q1 2010 vs. Q1 2011
- Air drying undercuts the use of some products
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- Figure 10: U.S. sales of laundry accessories, 2005-09
- Household products and home remedies to clean laundry
Segment Performance
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- Key points
- Decline in laundry detergent sales set the tone for the overall market; laundry care stands out as a star performer from 2008-10
- Laundry care is fastest-growing segment
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- Figure 11: U.S. retail sales of home laundry products, by type, 2008 and 2010
Segment Performance—Laundry Detergent
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- Key points
- Detergent segment sees steep drop in 2010
- Sales and forecast of laundry detergent
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- Figure 12: Total U.S. retail sales and forecast of laundry detergent, at current prices, 2005-15
Segment Performance—Fabric Softener (Liquid)
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- Key points
- Liquid softeners see sales decline since 2008
- Sales and forecast of liquid fabric softener
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- Figure 13: Total U.S. retail sales and forecast of liquid fabric softener, at current prices, 2005-15
Segment Performance—Fabric Softener (Sheets)
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- Key points
- Fabric softener sheet sales fall from 2005-10
- Innovative Bounce Dryer Bar fails to attract new customers to the segment
- Sales and forecast of fabric softener sheets
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- Figure 14: Total U.S. retail sales and forecast of fabric softener sheets, at current prices, 2005-15
Segment Performance—Laundry Care
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- Key points
- Laundry care exhibits most dynamic sales growth over review period
- Prewash additives offer strongest growth in 2010
- Sales and forecast of laundry care
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- Figure 15: Total U.S. retail sales and forecast of laundry care, at current prices, 2005-15
Segment Performance—Bleach
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- Key points
- Bleach sales fall as consumers seek more eco-friendly products
- Sales and forecast of bleach
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- Figure 16: Total U.S. retail sales and forecast of bleach, at current prices, 2005-15
Retail Channels
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- Key points
- “Other” retailers comprise dominant channel, but see sales fall 2008-10
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- Figure 17: U.S. retail sales of home laundry products, by retail channel, 2008 and 2010
Retail Channels—Supermarkets
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- Key point
- Supermarkets lose sales to other retail channels
- Supermarkets expand private label offerings
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- Figure 18: U.S. supermarket sales of home laundry products, at current prices, 2005-10
Retail Channels—Drug stores
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- Key point
- Drug stores build market share from a small base
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- Figure 19: U.S. drug store sales of home laundry products, at current prices, 2005-10
Retail Channels—All Other Channels
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- Key points
- “Other” retailers comprise largest channel
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- Figure 20: All other channel sales of home laundry products, at current prices, 2005-10
Leading Companies
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- Key points
- P&G holds its dominant position in the market
- Number two Sun Products loses market share
- Arm & Hammer helps buoy sales for Church & Dwight
- Henkel Group and Clorox Group lose market share
- Private label offerings see FDMx sales fall
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- Figure 21: Manufacturer sales of home laundry products at FDMx, 2010 and 2011
Brand Share—Laundry Detergent
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- Key points
- P&G still leads segment, though Church & Dwight shows best performance
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- Figure 22: Selected brand sales and market share of laundry detergent at FDMx, 2010 and 2011
Brand Share—Fabric Softener (Liquid)
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- Key points
- Procter & Gamble builds market share with Downy, Gain, and Bounce
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- Figure 23: Selected brand sales and market share of liquid fabric softener at FDMx, 2010 and 2011
Brand Share—Fabric Softener (Sheets)
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- Key points
- P&G dominates segment, but Sun Products posts largest gains
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- Figure 24: Selected brand sales and market share of fabric softener sheets at FDMx, 2010 and 2011
Brand Share—Laundry Care
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- Key points
- Church & Dwight leads with Oxi Clean, as P&G makes inroads
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- Figure 25: Selected brand sales and market share of laundry care at FDMx, 2010 and 2011
Brand Share—Bleach
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- Key points
- Clorox leads with almost two thirds of the segment
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- Figure 26: Selected brand sales and market share of bleach at FDMx, 2010 and 2011
Innovations and Innovators
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- Key points
- Detergents key area of new product activity for laundry, fabric care
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- Figure 27: U.S. new product introductions in laundry and fabric care, by subcategory, 2005-10
- “New and improved” detergents pair superior efficacy with other qualities
- Tide to roll out PODS in summer/fall of 2011
- Innovations in softeners place focus on new forms and longer-lasting scents
- Brand extensions and new formats for stain treatments
- Innovations in “greener” products and packaging
- Eco-friendly, botanical, and ethical considerations top claims in new products
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- Figure 28: U.S. new laundry cleaning product introductions, by top claims, 2005-10
- Major suppliers expand “free and clear” product lines and take other eco-friendly steps
- Eco-friendly and “free and clear” products found in private label offerings
- New products from Method and Seventh Generation
- Smaller suppliers offer new products with top “green” credentials
- Eco-friendly baby laundry detergents
- Scent as an important area of innovation
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- Figure 29: U.S. new household laundry product introductions, by fragrance, 2005-10
- Longer-lasting and more varied scents from major suppliers
- Niche suppliers emphasize exclusive, upscale look and unique scents
- Hip and playful scents from Rockin’ Green
- Future trends in fragrances
Marketing Strategies
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- Key points
- Overall brand landscape
- Tide is P&G’s dominant brand and used in a gamut of variations
- P&G’s Bounce and Downy offer distinct softener identities
- Sun Product’s All OxiActive offers no-nonsense effectiveness
- Sun Product’s Wisk offers high value and new science
- Sun Product’s Snuggle Bear gives the softener brand a cute, cuddly identity
- Church & Dwight’s Arm & Hammer has long history as basic household cleaner
- Television ads showcase major themes in national campaigns
- Clorox uses humor, targets moms
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- Figure 30: Clorox “lose the stains, not the fun,” 2011
- All Oxi Active exemplifies marketing of “free and clear” products to moms
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- Figure 31: All Oxi Active television ad for “free and clear” product, 2011
- Bounce targets young, hip women and invites them to vote online for favorite ad character
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- Figure 32: Bounce—“how do you get your bounce?” ad, 2011
- OxiClean uses pitchman Sullivan to tout money-saving qualities of product
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- Figure 33: OxiClean “cleaner. Whiter. brighter,” 2011
- Tide highlights value by contrasting its performance with bargain brands
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- Figure 34: Ultra tide with bleach, 2011
- Downy ad showcases “scent pearls” and sensory images of family
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- Figure 35: Downy ultra shows long-lasting scent qualities, 2011
- Websites and social media
- Major suppliers use multiplatform websites and social media for marketing
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- Figure 36: features of major websites
- Bounce offers downloadable posters and makes interactive Facebook features central to new campaign
- Clorox works with Disney to promote products in online shows
Household Use of Home Laundry Products
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- Key points
- Laundry detergent and bleach used in nearly every household
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- Figure 37: Types of laundry product used by household, by age of head of household, October 2009-December 2010
- Variety of products used increases with household income
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- Figure 38: Types of laundry product used by household, by household income, October 2009-December 2010
Brand Penetration
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- Key points
- Tide tops brands used; younger consumers more willing to try others
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- Figure 39: Brands of laundry detergent used, by age, October 2009-December 2010
- Higher-income households more likely to use big brand names
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- Figure 40: Brands of laundry detergent used, by household income, October 2009-December 2010
- Downy leads Snuggle and All as most widely used fabric softener brand
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- Figure 41: Brands of fabric softener used, October 2009-December 2010
- Clorox is king of the bleach segment
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- Figure 42: Brands of bleach used, October 2009-December 2010
- Laundry booster/pretreater users favor Shout
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- Figure 43: Brands of laundry booster/pretreater used, October 2009-December 2010
- One in two starch users prefer Niagara
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- Figure 44: Brands of spray starch used, October 2009-December 2010
Incidence of Recent Product Purchase
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- Key points
- Women buy a wider variety of products
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- Figure 45: Products bought in last six months, by gender, February 2011
- Younger adults keep it simple, buying fewer products
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- Figure 46: Products bought in last six months, by age, February 2011
- Household income impacts products recently purchased
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- Figure 47: Products bought in last six months, by household income, February 2011
- Incidence of buying specific new products
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- Figure 48: Incidence of buying specific new products, February 2011
Attitudes Toward Doing Laundry
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- Key points
- Women more likely to hold positive attitudes toward doing laundry …
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- Figure 49: Attitudes toward doing laundry, by gender, February 2011
- … younger adults, not so much
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- Figure 50: Attitudes toward doing laundry, by age, February 2011
Laundry Product Shopping
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- Key points
- Older consumers are staunchly brand loyal, younger adults driven by savings
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- Figure 51: Brand loyalty and how purchase decisions are made, by age, February 2011
- Desire for good prices not limited by household income
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- Figure 52: Brand loyalty and how purchase decisions are made, by household income, February 2011
- Consumers want savings AND effectiveness
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- Figure 53: How products are chosen, February 2011
- Older consumers more likely to see private label as on par with national brands
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- Figure 54: Opinion regarding quality of private label products, by age, February 2011
- Past experience and price top factors of importance when selecting laundry detergent
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- Figure 55: Factors of importance when selecting laundry detergent, by age, February 2011
- Recommendation from online source least important when selecting laundry detergent
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- Figure 56: Factors that are not important when selecting laundry detergent, by gender, February 2011
Laundry Habits
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- Key points
- Older consumers prefer task-specific products
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- Figure 57: Types of product used, by age, February 2011
- Younger consumers see differences between more-expensive and bargain brands, but are using private label more than before
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- Figure 58: Laundry habits, by age, February 2011
- Lower-income households adopting cost-cutting measures
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- Figure 59: Laundry habits, by household income, February 2011
Incidence of Brand Switching
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- Key points
- Fewer than half of consumers have switched laundry detergent brands in past year
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- Figure 60: Incidence of laundry detergent brand switching, by selected demographics, February 2011
- Appeal of cheaper brand drives switching
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- Figure 61: Reasons for switching laundry detergent brands, by age, February 2011
- Recommendations more likely to cause upper-income consumers to switch
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- Figure 62: Reasons for switching laundry detergent brands, by household income, February 2011
Impact of Race/Hispanic Origin
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- Key points
- Incidence of product use among blacks highest for key segments
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- Figure 63: Types of laundry product used by household, by race/Hispanic origin, October 2009-December 2010
- Black consumers have a wide laundry detergent brand repertoire
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- Figure 64: Brands of laundry detergent used, by race/Hispanic origin, October 2009-December 2010
- Downy fabric softeners on top, favored heavily in Asian and Hispanic households
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- Figure 65: Brands of fabric softener used, by race/Hispanic origin, October 2009-December 2010
- Wider range of products bought by black consumers
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- Figure 66: Products bought in last six months, by race/Hispanic origin, February 2011
- Black consumers take their laundry seriously
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- Figure 67: Attitudes toward doing laundry, by race/Hispanic origin, February 2011
- Low prices and promotions drive Hispanic and other consumers’ choices
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- Figure 68: Brand loyalty and how purchase decisions are made, by race/Hispanic origin, February 2011
- Past experience and price top important deciding factors, but non-white consumers much more likely to say scent is important as well
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- Figure 69: Factors of importance when selecting laundry detergent, by race/Hispanic origin, February 2011
- Non-whites more likely to search for products that make clothes last longer
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- Figure 70: Types of product used, by race/Hispanic origin, February 2011
- Black and “other race” consumers prefer products that save steps, feel more-expensive products work better
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- Figure 71: Laundry habits, by race/Hispanic origin, February 2011
- Blacks least likely to switch for cheaper brand, most likely to switch for higher quality
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- Figure 72: Reasons for switching laundry detergent brands, by race/Hispanic origin, February 2011
Cluster Analysis
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- Price Conscious
- Demographics
- Characteristics
- Opportunity
- Brand Loyalists
- Demographics
- Characteristics
- Opportunity
- Laundry Gurus
- Demographics
- Characteristics
- Opportunity
- Characteristic tables
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- Figure 73: Laundry product consumer clusters, June 2011
- Figure 74: Products bought in last six months, by laundry product consumer clusters, June 2011
- Figure 75: Factors of importance when selecting products, by laundry product consumer clusters, June 2011
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- Figure 76: Brand loyalty and how purchase decisions are made, by laundry product consumer clusters, June 2011
- Figure 77: Laundry habits, by laundry product consumer clusters, June 2011
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- Figure 78: Laundry practices and attitudes, by laundry product consumer clusters, June 2011
- Figure 79: Incidence of changing laundry detergent brands, by laundry product consumer clusters, June 2011
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- Figure 80: Reasons for switching laundry detergent brands, by laundry product consumer clusters, June 2011
- Figure 81: Incidence of buying specific new products, by laundry product consumer clusters, June 2011
- Demographic tables
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- Figure 82: Laundry product consumer clusters, by gender, June 2011
- Figure 83: Laundry product consumer clusters, by age, June 2011
- Figure 84: Laundry product consumer clusters, by household income, June 2011
- Figure 85: Laundry product consumer clusters, by race, June 2011
- Figure 86: Laundry product consumer clusters, by Hispanic origin, June 2011
- Cluster methodology
Custom Consumer Groups
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- Dads more willing to take a risk in selecting products, but also more willing to ask for recommendations
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- Figure 87: Factors of importance when selecting laundry detergent, moms vs. dads, February 2011
- Dads want highly effective products that don’t require much effort on their part
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- Figure 88: Attitudes toward doing laundry, moms vs. dads, February 2011
- Dads love a deal
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- Figure 89: Brand loyalty and how purchase decisions are made, moms vs. dads, February 2011
- Dads less likely to switch laundry detergent brands; when they do, it’s in search of higher quality
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- Figure 90: Incidence of laundry detergent brand switching, moms vs. dads, February 2011
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- Figure 91: Reasons for switching laundry detergent brands, moms vs. dads, February 2011
SymphonyIRI Group Builders—Key Household Purchase Measures
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- Overview of laundry detergent
- Liquid laundry detergent
- Consumer insights on key purchase measures
- Brand map
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- Figure 92: Brand map, selected brands of liquid laundry detergent buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 93: Key purchase measures for the top brands of liquid laundry detergent, by household penetration, 2010*
- Powder laundry detergent
- Consumer insights on key purchase measures
- Brand map
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- Figure 94: Brand map, selected brands of powder laundry detergent buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 95: Key purchase measures for the top brands of powder laundry detergent, by household penetration, 2010*
- Fabric softener liquid
- Consumer insights on key purchase measures
- Brand map
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- Figure 96: Brand map, selected brands of fabric softener liquid buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 97: Key purchase measures for the top brands of fabric softener liquid, by household penetration, 2010*
- Fabric softener sheets
- Consumer insights on key purchase measures
- Brand map
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- Figure 98: Brand map, selected brands of fabric softener sheets buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 99: Key purchase measures for the top brands of fabric softener sheets, by household penetration, 2010*
Appendix—Other Useful Consumer Tables
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- Types of product used, by household income
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- Figure 100: Types of product used, by household income, February 2011
- How products are chosen, by race/Hispanic origin
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- Figure 101: How products are chosen, by race/Hispanic origin, February 2011
Appendix—IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix—Trade Associations
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