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Home Laundry Products - US - June 2006

INTRODUCTION AND ABBREVIATIONS
Introduction
Other relevant reports
Definition
Abbreviations & Terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Positive growth in mature, commodity market
Home ownership rate, average household size impact market
Rise in Hispanic population and number and size of households
Trends in clothing care
Detergents lead in revenue and growth
Product specialization
Dominance of Procter & Gamble
The move to Wal-Mart
The gender question
Liquids continue to replace powders
Attitudes toward laundry care
Price and familiarity top purchasing factors
MARKET DRIVERS
Home ownership and household size shape the market
Figure 1: Household ownership, 2001-05
Figure 2: Average size of household, 1995-2010
Women’s dual work and home responsibilities drive need for convenience
Figure 3: Women in the labor force, by marital status, 2000-04
Value-added laundry products attract men
Growth of Hispanic population
Figure 4: Household size, by Hispanic origin, 2004
Figure 5: U.S. households, by race/ethnicity, 1995-2005
Washer and washing space advancements
Increased sophistication and ease of use
Washing space changes; machines change with them
Clothing care trends
Exotic clothing
Micro fibers
Formal wear instead of business casual
Men’s formal wear
Athletic attire
MARKET SIZE AND TRENDS
Market size
Figure 6: Total U.S. retail sales of home laundry products, at current and constant prices, 2001-06
Market trends—product innovation spurs growth
Figure 7: Number of new home laundry product introductions, by company, 2002-06
Specialization in fabric care
Figure 8: Number of new fabric care product introductions, 2003-05
Figure 9: Number of new environmentally friendly and allergy/sensitive skin home laundry product introductions, 2000-06
Scented products
Enzymes—the silent ingredient
MARKET SEGMENTATION
Overview
Figure 10: Sales of home laundry products, segmented by type, 2004 and 2006
Detergent
Figure 11: Sales of detergent, at current and constant prices, 2001-06
Fabric softener
Figure 12: Sales of fabric softener, at current and constant prices, 2001-06
Bleach
Figure 13: Sales of bleach, at current and constant prices, 2001-06
Other laundry care
Figure 14: Sales of other laundry care, at current and constant prices, 2001-06
SUPPLY STRUCTURE
 MANUFACTURER SALES AND MARKET SHARE
Figure 15: Manufacturer sales of home laundry products in the U.S., 2004 and 2005
 BRAND REVIEW BY SEGMENT
Laundry detergent
Liquid laundry detergent
Figure 16: Manufacturer brand sales of liquid laundry detergent in the U.S., 2004 and 2005
Powder detergent
Figure 17: Manufacturer brand sales of powder detergent in the U.S., 2004 and 2005
Laundry tablets
Fabric softener
Liquid fabric softener
Figure 18: Manufacturer brand sales of liquid fabric softener in the U.S., 2004 and 2005
Fabric softener sheets
Figure 19: Manufacturer brand sales of fabric softener sheets in the U.S., 2004 and 2005
Bleach
Figure 20: Manufacturer brand sales of bleach in the U.S., 2004 and 2005
Other laundry care
Pre-washes and additives
Figure 21: Manufacturer brand sales of pre-washes and additives in the U.S., 2004 and 2005
Fine washable laundry detergent
Figure 22: Manufacturer brand sales of fine washable laundry detergent in the U.S., 2004 and 2006
Laundry starch
Figure 23: Manufacturer brand sales of laundry starch in the U.S., 2004 and 2005
 COMPANY PROFILES
Procter & Gamble
Unilever
Colgate-Palmolive
Dial Corporation
Church & Dwight
Clorox
Reckitt Benckiser
ADVERTISING AND PROMOTION
Procter & Gamble’s sophisticated branding efforts go for the emotions
A new tagline and commercials: Tide Knows Fabrics Best
Figure 24: Xtreme Clip: Tide Liquid Detergent Television Spot, 2006
Tide Coldwater tries to capitalize on the energy crunch
Figure 25: Xtreme Clip: Tide Coldwater Television Spot, 2006
Tide Thank You Campaign reaches out to Hispanic mothers
Downy stresses the importance of relaxing
Bounce gets in shape
Unilever reaches out to mothers through their children
The Clorox Company
Figure 26: Xtreme Clip: Clorox Bleach Television Spot, 2006
Church & Dwight
Reckitt Benckiser wants you to look good
RETAIL DISTRIBUTION
Introduction
Figure 27: U.S. retail sales of home laundry products, by channel, 2004 and 2006
Wal-Mart
Supermarkets
Figure 28: U.S. supermarket sales of home laundry products, at current and constant prices, 2001-06
Mass merchandisers
Figure 29: U.S. mass merchandiser sales of home laundry products, at current and constant prices, 2001-06
Drug stores
Figure 30: U.S. drug store sales of home laundry products, at current and constant prices, 2001-06
Sales through natural food channels
Figure 31: Total U.S. Natural sales of home laundry products, at current and constant prices, 2003-05
THE CONSUMER
Introduction
Who does the laundry
Attitudes toward laundry care
Price and familiarity top purchasing factors
Types of laundry soaps/detergents used
Figure 32: Type of laundry product used, 2001-05
Figure 33: Type of laundry product used, by age, January-September 2005
Figure 34: Type of laundry product used, by household income, January-September 2005
Figure 35: Type of laundry product used, by race/ethnicity, January-September 2005
Figure 36: Type of laundry product used, by number of people in household, January-September 2005
Types of laundry soaps/detergents used
Figure 37: Use of liquid, powder and tablet laundry soaps/detergents, 2003 and 2005
Figure 38: Use of liquid, powder and tablet laundry soaps/detergents, by household income, January-September 2005
Figure 39: Use of liquid, powder and tablet laundry soaps/detergents, by race/ethnicity, January-September 2005
Figure 40: Use of liquid, powder and tablet laundry soaps/detergents, by region, January-September 2005
Figure 41: Use of liquid, powder and tablet laundry soaps/detergents, by number of people in household, January-September 2005
Brands of laundry soaps/detergents used
Figure 42: Brands of laundry soaps/detergents used, by age, January-September 2005
Figure 43: Xtreme Clip: Television spot for Gain, flirting at the laundromat, 2006
Figure 44: Use of liquid, powder and tablet laundry soaps/detergents, by race/ethnicity, January-September 2005
Figure 45: Brands of laundry soaps/detergents used, by household income, January-September 2005
Figure 46: Xtreme Clip: Woolite: the Woolite cycle, 2006
Figure 47: Brands of laundry soaps/detergents used, by region, January-September 2005
Types of boosters/pre-soaks/pre-cleaners used
Figure 48: Types of boosters/pre-soaks/pre-cleaners used, by race/ethnicity, January-September 2005
Brands of boosters/pre-soaks/pre-cleaners used
Figure 49: Brands of boosters/pre-soaks/pre-cleaners used, by race/ethnicity, January-September 2005
Figure 50: Brands of boosters/pre-soaks/pre-cleaners used, by household income, January-September 2005
Types of fabric softener used
Figure 51: Types of fabric softener used, 2003 and 2005
Figure 52: Types of fabric softener used, by race/ethnicity, January-September 2005
Brands of fabric softener used
Figure 53: Brands of fabric softener used, by race/ethnicity, January-September 2005
Figure 54: Brands of fabric softener used, by number of people in household, January-September 2005
Brands of spray starch used
Figure 55: Brands of spray starch used, by household income, January-September 2005
Where laundry gets done
Figure 56: Where laundry gets done, April-May 2006
Figure 57: Where laundry gets done, by age, April-May 2006
Figure 58: Where laundry gets done, by household income, April-May 2006
Figure 59: Where laundry gets done, by race/ethnicity, April-May 2006
Figure 60: Where laundry gets done, by cohabitation status, April-May 2006
Figure 61: Where laundry gets done, by number of people in household, April-May 2006
Who does the laundry?
Figure 62: Who is responsible for doing laundry, by gender, April-May 2006
Who buys laundry products?
Figure 63: Incidence of laundry product purchase in the last six months, by gender, April-May 2006
Figure 64: Incidence of laundry product purchase in the last six months, by age, April-May 2006
Figure 65: Incidence of laundry product purchase in the last six months, by cohabitation status, April-May 2006
Attitudes towards laundry and laundry products
Figure 66: Laundry purchasing and usage attitudes, by gender, April-May 2006
Female attitudes towards laundry and laundry products
Figure 67: Female laundry purchasing and usage attitudes, by age, April-May 2006
Male attitudes towards laundry and laundry products
Figure 68: Male laundry purchasing and usage attitudes, by age, April-May 2006
Factors considered when choosing laundry products
Figure 69: Factors considered when choosing laundry products, by gender, April-May 2006
Figure 70: Factors considered when choosing laundry products, by age, April-May 2006
Figure 71: Factors considered when choosing laundry products, by household income, April-May 2006
Figure 72: Factors considered when choosing laundry products, by race/ethnicity, April-May 2006
Figure 73: Factors considered when choosing laundry products, by number of people in household, April-May 2006
Figure 74: Factors considered when choosing laundry products, by region, April-May 2006
FUTURE AND FORECAST
 FUTURE TRENDS
New washing machine technology will spur new products, sales
Continued specialization and product innovations
Antibacterial products
UV protection
Polymers and enzymes
Innovations in packaging
Hispanic population growth
Population migration to South and West means more dirt
 MARKET FORECAST
Figure 75: Forecast of home laundry products, at current and constant prices, 2006-11
Detergent
Figure 76: Forecast of detergent, at current and constant prices, 2006-11
Fabric softener
Figure 77: Forecast of fabric softener, at current and constant prices, 2006-11
Bleach
Figure 78: Forecast of bleach, at current and constant prices, 2006-11
Other laundry care
Figure 79: Forecast of other laundry care, at current and constant prices, 2006-11
Forecast factors
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: NEW PRODUCT BRIEFS

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