Table of Contents
Introduction And Abbreviations
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- Introduction
- Date of last report
- Definition
- Abbreviations & Terms
- Abbreviations
- Terms
Executive Summary
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- Convenience drives the market
- A highly segmented market
- Major manufacturers are less diverse
- Advertising and promotion is varied
- Supermarkets lead retail channels
- The future of household cleaning products
Market Drivers
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- Changing lifestyles
- Consumers seek convenience
- Changing cleaning habits
- Creating germ- and allergen-free environments
- Home decorating trends drive industry innovation
- Demographic trends present challenges and opportunities
- Number of households
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- Figure 1: Numbers of households, 1998-2003
- Size of households
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- Figure 2: Number of people per household, 1980-2000
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- Figure 3: Average household size, 1998-2008
- New household formation/Newlyweds
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- Figure 4: U.S. population projections, by age group, 1998-2008
- Presence of children
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- Figure 5: Number of U.S. households with children, 1998-2003
- Figure 6: Usage of household cleaning products, by presence of children, January-September 2003
- Aging consumers
- Race/ethnicity of households
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- Figure 7: Number of U.S. households, by race/ethnicity, 1998-2008
- Professional cleaning services buy time
- New product innovation
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- Figure 8: Number of new product launches, by product and launch type, 1998-2003
- Format
- Fragrance
- Multiple benefits
- Natural products
Market Size & Trends
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- Figure 9: Retail sales of household cleaning products, at current and constant prices, 1998-2003
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- Graph 1: Trends in sales of household cleaning products, at current and constant prices, 1998-2003
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Market Segmentation
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- Overview
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- Figure 10: Retail sales of household cleaning products, by type, 2001 and 2003
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- Graph 2: Sales of household cleaning products, by type, 2003
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- Graph 3: Trends in sales of household cleaning products, by type, 1998-2003
- Household surface cleaners
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- Figure 11: Retail sales of household surface cleaners, at current and constant prices, 1998-2003
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- Figure 12: Retail sales of household surface cleaners, by type, 2001 and 2003
- All-purpose cleaner/disinfectant
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- Figure 13: Retail sales of all-purpose cleaner/disinfectant, at current and constant prices, 1998-2003
- Toilet bowl cleaner/disinfectant
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- Figure 14: Retail sales of toilet bowl cleaner/disinfectant, at current and constant prices, 1998-2003
- Non-abrasive tub/tile cleaners
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- Figure 15: Retail sales of non-abrasive tub/tile cleaners, at current and constant prices, 1998-2003
- Glass cleaner/ammonia
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- Figure 16: Retail sales of glass cleaner/ammonia, at current and constant prices, 1998-2003
- Drain cleaner
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- Figure 17: Retail sales of drain cleaner, at current and constant prices, 1998-2003
- Spray disinfectant
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- Figure 18: Retail sales of spray disinfectant, at current and constant prices, 1998-2003
- Furniture polish
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- Figure 19: Retail sales of furniture polish, at current and constant prices, 1998-2003
- Abrasive tub/tile cleaners
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- Figure 20: Retail sales of abrasive tub/tile cleaners, at current and constant prices, 1998-2003
- Oven/appliance cleaner/degreaser
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- Figure 21: Retail sales of oven/appliance cleaner/degreaser, at current and constant prices, 1998-2003
- Specialty cleaner/polish
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- Figure 22: Retail sales of specialty cleaner/polish, at current and constant prices, 1998-2003
- Lime/rust remover
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- Figure 23: Retail sales of lime/rust remover, at current and constant prices, 1998-2003
- Rug/upholstery cleaner/deodorizer and fabric treatments
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- Figure 24: Retail sales of rug/upholstery cleaner/deodorizer and fabric treatments, at current and constant prices, 1998-2003
- Cleaner cloths/wipes
- Overview
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- Figure 25: Retail sales of cleaner cloths/wipes, at current and constant prices, 1998-2003
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- Figure 26: Retail sales of cleaner cloths/wipes, by product type, 2001 and 2003
- All-purpose cloths/wipes
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- Figure 27: Retail sales of all-purpose cloths/wipes, at current and constant prices, 1998-2003
- Furniture-polishing cloths/wipes
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- Figure 28: Retail sales of furniture-polishing cloths/wipes, at current and constant prices, 1998-2003
- Glass-cleaning cloths/wipes
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- Figure 29: Retail sales of glass-cleaning cloths/wipes, at current and constant prices, 1998-2003
- Metal cloths/wipes
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- Figure 30: Retail sales of metal cloths/wipes, at current and constant prices, 1998-2003
- Scouring/cleaning cloths/wipes
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- Figure 31: Retail sales of scouring/cleaning cloths/wipes, at current and constant prices, 1998-2003
- Floor cleaners/wax removers
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- Figure 32: Retail sales of floor cleaners/wax removers, at current and constant prices, 1998-2003
Supply Structure
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- FDM sales by manufacturer
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- Figure 33: FDM sales of household cleaning products, by manufacturer, 2001 and 2003
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- Graph 4: FDM sales of household cleaning products, by manufacturer, 2003
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- Figure 34: FDM brand sales of household cleaning products, 2001 and 2003
- FDM sales by manufacturer and brand
- Household cleaners
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- Figure 35: FDM sales of household cleaners, by manufacturer and brand, 2001 and 2003
- All-purpose cleaner/disinfectant
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- Figure 36: FDM sales of all-purpose cleaner/disinfectant, by manufacturer and brand, 2001 and 2003
- Toilet bowl cleaner/disinfectant
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- Figure 37: FDM sales of toilet bowl cleaner/disinfectant, by manufacturer and brand, 2001 and 2003
- Non-abrasive tub/tile cleaners
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- Figure 38: FDM sales of non-abrasive tub/tile cleaners, by manufacturer and brand, 2001 and 2003
- Glass cleaner/ammonia
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- Figure 39: FDM sales of glass cleaner/ammonia, by manufacturer and brand, 2001 and 2003
- Drain cleaner
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- Figure 40: FDM sales of drain cleaner, by manufacturer and brand, 2001 and 2003
- Furniture polish
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- Figure 41: FDM sales of furniture polish, by manufacturer and brand, 2001 and 2003
- Abrasive tub/tile cleaner
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- Figure 42: FDM sales of abrasive tub/tile cleaners, by manufacturer and brand, 2001 and 2003
- Spray disinfectant
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- Figure 43: FDM sales of spray disinfectant, by manufacturer and brand, 2001 and 2003
- Oven/appliance cleaner/degreaser
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- Figure 44: FDM sales of oven/appliance cleaner/degreaser, by manufacturer and brand, 2001 and 2003
- Specialty cleaner/polish
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- Figure 45: FDM sales of specialty cleaner/polish, by manufacturer and brand, 2001 and 2003
- Lime/rust remover
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- Figure 46: FDM sales of lime/rust remover, by manufacturer and brand, 2001 and 2003
- Rug/upholstery/fabric treatments
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- Figure 47: FDM sales of rug/upholstery/fabric treatments, by manufacturer and brand, 2001 and 2003
- Cleaner cloths/wipes
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- Figure 48: FDM sales of cleaner cloths/wipes, by manufacturer and brand, 2001 and 2003
- All-purpose cleaning cloths/wipes
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- Figure 49: FDM sales of all-purpose cleaning cloths/wipes, by manufacturer and brand, 2001 and 2003
- Furniture-polishing cloths/wipes
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- Figure 50: Manufacturer and brand sales of furniture polishing cloths/wipes, by manufacturer and brand, 2001 and 2003
- Glass-cleaning cloths/wipes
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- Figure 51: FDM sales of glass-cleaning cloths/wipes, by manufacturer and brand, 2001 and 2003
- Metal-cleaning cloths/wipes
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- Figure 52: FDM sales of metal-cleaning cloths/wipes, by manufacturer and brand, 2001 and 2003
- Scouring/cleaning cloths/wipes
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- Figure 53: FDM sales of scouring/cleaning cloths/wipes, by manufacturer and brand, 2001 and 2003
- Floor cleaners/wax removers
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- Figure 54: FDM sales of floor cleaners/wax removers, by manufacturer and brand, 2001 and 2003
- Major manufacturers and brands
- Clorox
- Reckitt Benckiser
- S.C. Johnson & Son
- Procter & Gamble
Advertising & Promotion
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- Introduction
- Blurred distribution channels
- Major manufacturers and brands
- Clorox
- Procter & Gamble
- Reckitt Benckiser
- S.C. Johnson
Retail Distribution
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- Introduction
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- Figure 55: Retail sales of household cleaning products, by channel, 2001 and 2003
- Graph 5: Retail sales of household cleaning products, by channel, 2003
- Supermarkets
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- Figure 56: Supermarket sales of household cleaning products, at current and constant prices, 1998-2003
- Supermarket operating data
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- Figure 57: Top supermarket operating statistics, latest fiscal year-end
- Figure 58: Percentage change from latest fiscal year-end versus year prior
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- Figure 59: Top supermarket quarterly statistics, fiscal 2002 and fiscal 2003
- Mass merchandisers
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- Figure 60: Mass merchandiser sales of household cleaning products, at current and constant prices, 1998-2003
- Mass merchandiser operating data
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- Figure 61: Top mass merchandiser operating statistics, latest fiscal year-end
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- Figure 62: Percentage change from latest fiscal year-end versus year prior
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- Figure 63: Top mass merchandiser quarterly statistics, fiscal 2002 and fiscal 2003
- Drug stores
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- Figure 64: Drug store sales of household cleaning products, at current and constant prices, 1998-2003
- Drug store operating data
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- Figure 65: Top drug store operating statistics, latest fiscal year-end
- Figure 66: Percentage change from latest fiscal year-end versus year prior
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- Figure 67: Top drug store quarterly statistics, fiscal 2002 and Fiscal 2003
Future & Forecast
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- FUTURE TRENDS
- Convenience trend will continue
- Unit size will decrease
- Changing demographics
- Competition will reshape market
- Wipes consolidate away from specific use
- Cleaning goes outdoors
- MARKET FORECAST
- Overview
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- Figure 68: Forecast of sales of household cleaning products, at current and constant prices, 2003-2008
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- Graph 6: Forecast trends in sales of household cleaning products, at current and constant prices, 2003-2008
- Household surface cleaners
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- Figure 69: Forecast of sales of household surface cleaners, at current and constant prices, 2003-2008
- Rug/upholstery/fabric treatments
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- Figure 70: Forecast of sales of rug/upholstery/fabric treatments, at current and constant prices, 2003-2008
- Cleaner cloths/wipes
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- Figure 71: Forecast of sales of cleaner cloths/wipes, at current and constant prices, 2003-2008
- Floor cleaners/wax removers
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- Figure 72: Forecast of sales of floor cleaners/wax removers, at current and constant prices, 2003-2008
- Forecast factors
APPENDIX: Trade Associations
Appendix: New Product Developments
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- CATEGORY REVIEW—HARD SURFACE CARE
- Introduction
- New product introductions
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- Figure 73: Number of new product introductions, 1998-2003
- Product trends
- All-purpose versus specific-use
- Floor and furniture cleaners
- Glass cleaners
- Microwave cleaners
- Wipes
- New formats
- Ingredient trends
- Product launches by company/brand
- Forecast/predictions
- CATEGORY REVIEW—TOILET CARE
- Introduction
- Product trends
- Multifunctional claims
- Cleaning systems
- Formats
- Wipes
- Tablets
- Ingredient and fragrance trends
- Product launches by company/brand
- Forecast/predictions
- NEW PRODUCT BRIEFS
- JASON Natural Cosmetics: Heather’s Natural & Organic Cleaning Products
- S.C. Johnson: Scrubbing Bubbles Fresh Brush Toilet Cleaning System
- Butler Home Products, Inc.: Butler DustAll Wet Wipes for Floors
- Orange Glo International: Orange Glo Wood Floor Cleaner & Polish
- Method: Method Daily Shower Spray Cleaner
- Prestige Brands: Comet Bathroom Cleaner
- 3M Home Care Division: 3M Scotch-Brite Disposable Toilet Bowl Scrubbers
- Church & Dwight: Fresh’n Clean Pet Hair Vac-Away Uphholstery & Carpet Care
- CVS Drugstores: CVS Kitchen & Bath Wipes
- Procter & Gamble: Swiffer Duster Extension
- Bissell: Bissell OxyKic Oxygen Activated Carpet Spot & Stain Remover
- S.C. Johnson: Glade Floor Cleaner and Deodorizer
- Prestige Brands: Comet Oxygenated Soft Powder Cleanser
- Orange Glo International: Stain Stomper Carpet Spot Removal Towels
- Bi-O-Kleen Industries: Bi-O-Kleen Soy Cream Cleaner
- Procter & Gamble: Swiffer Wet Thick Wet Mopping Cloths
- S.C. Johnson: Fantastik Multi-Surface Wipes
- Unilever: All Fabric Refresher
- Clorox: Clorox Bathroom Cleaner with Teflon
- TxF Products: Scrub’n Flush Toilet Brush
- USA Detergents: Brillo All Purpose Degreaser with Orange Oil
- Reckitt Benckiser: Cling 2-in-1 Clip-On Toilet Bowl Deodorizer & Cleaner
- Beaumont Products: Citrus Magic Natural Citrus Stain & Adhesive Remover
- Procter & Gamble: Febreze Allergen Reducer Spray
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