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Household Cleaning Products: The Market - US - May 2008

SCOPE AND THEMES
What you need to know
Definition
Retailer definitions
Data sources
Sales data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Key themes
Market size and forecast—flat overall, buoyed by individual product wins
Competitive context—dozens of products; five leading companies
Segment performances
Household surface cleaners
Rug/upholstery/fabric cleaners
Sponges/scouring pads
Cleaner clothes/wipes
Furniture polish
Floor cleaners/wax removers
Revenue growth comes from non-traditional channels
Clorox and Lysol lead market
Product development activity essential
INSIGHTS AND OPPORTUNITIES
Private label has underperformed far too long
Environmentally friendly moves beyond ingredients and positioning
Taking on the “super bugs”
Co-branding and packaging
FAST FORWARD TRENDS
Stress Society
What's it about?
What we've seen
Implications for the household cleaning products market
Trust in Me
What's it about?
What we've seen
Implications for the household cleaning products market
MARKET SIZE AND FORECAST
Key points
Revenue growth curtailed by shift in sales to Wal-Mart and lower volume sales
Brands matter
Connecting with the customer is key
Innovation helps spur sales in a mature category
Figure 1: Total U.S. sales and forecast of household cleaning products at current prices, 2002-12
Figure 2: Total U.S. sales and forecast of household cleaning products at inflation adjusted prices, 2002-12
Wal-Mart sales
COMPETITIVE CONTEXT
Key points
Line extensions and product innovations are the principal means of competition
Figure 3: U.S. new household cleaning product introductions, 2002-07
Three companies control more than half of category sales
“Clean enough” is the new standard
SEGMENT PERFORMANCE—OVERVIEW
Key points
Wipes continue to shine
Rugs less popular but more protected
Figure 4: FDMx* sales and forecast of household cleaning products at current prices, by segment, 2002-12
Figure 5: FDMx* sales of household cleaning products, by segment, 2005 and 2007
SEGMENT PERFORMANCE—HOUSEHOLD SURFACE CLEANERS
Key points
Surface cleaner segment sales are underperforming the category
As go new products/innovations, so go sales
Figure 6: FDMx* sales and forecast of household surface cleaners, 2002-12
Figure 7: FDMx* sales of household surface cleaners, by type, 2005 and 2007
SEGMENT PERFORMANCE—RUG/UPHOLSTERY/FABRIC CLEANERS
Key points
Hard surface flooring has reduced the demand for rug cleaners/treatments
There is always room for a needed product
Figure 8: FDMx* sales and forecast of rug/upholstery/fabric cleaners, 2002-12
SEGMENT PERFORMANCE—SPONGES AND SCOURING PADS
Key points
3M’s Scotch-Brite leads the way
Private labels account for 16% of segment sales
Figure 9: FDMx* sales and forecast of sponges and scouring pads, 2002-12
SEGMENT PERFORMANCE—CLEANING CLOTHS/WIPES
Key points
A high-flying segment settles down
All-purpose wipes dominate the segment
Figure 10: FDMx* sales and forecast of cleaning cloths/wipes, 2002-12
Figure 11: FDMx* sales of cleaning cloths/wipes, by type, 2005 and 2007
SEGMENT PERFORMANCE—FURNITURE POLISH
Key points
Sampling of furniture wipes damaged traditional polish sales
Little innovation, no lift in sales
Figure 12: FDMx* sales and forecast of furniture polish, 2002-12
SEGMENT PERFORMANCE—FLOOR CLEANERS/WAX REMOVERS
Key points
Consumers like Swiffer
Hard floor surfaces in vogue
Figure 13: FDMx* sales and forecast of floor cleaners/wax removers, 2002-12
RETAIL CHANNELS
Key points
70% of sales but no revenue growth
Everyday low prices hurt revenue growth across major channels
Wal-Mart sets the retail tone
Green movement sparks growing interest in natural products
Figure 14: U.S. sales of household cleaning products, by retail channel, 2005 and 2007
RETAIL CHANNELS—DISCOUNTERS
Key points
Sales through discounters holding steady
Figure 15: U.S. sales of household cleaning products at discount stores/supercenters/warehouse clubs, 2002-07
RETAIL CHANNELS—SUPERMARKETS
Key points
To keep sales in-house, supermarkets need to get creative
Build store brand sales
Figure 16: U.S. sales of household cleaning products at supermarkets, 2002-07
RETAIL CHANNELS—GENERAL MERCHANDISE STORES
Key points
Discounters aren’t the only place to find brand names for less
Figure 17: U.S. sales of household cleaning products at general merchandise stores, 2002-07
RETAIL CHANNELS—NATURAL AND OTHER CHANNELS
Key points
Natural cleaning products are a match for the natural food channel
Figure 18: Natural product supermarket retail sales of household cleaners, at current and inflation adjusted prices, 52 weeks ending March, 2006-08
Green products take some getting used to
Figure 19: Sales of household cleaning products through natural supermarkets, by segment, 2006 and 2008
Online retailers are promoting household cleaning product offerings
Figure 20: U.S. sales of household cleaning products at other* channels, 2002-07
MARKET DRIVERS
Less time being spent on household chores
Figure 21: Hours spent doing housework 1976 and 2005
Age considerations
Figure 22: Population by age, 2002-12
Less carpet, more hard surface flooring
Figure 23: U.S. wholesale sales of floor covering products, 2002 & 2007
New product introductions essential
Figure 24: U.S. new household cleaning product introductions, 2002-07
Consumers more interested in green products
Figure 25: Consumer awareness of ‘green’ products or services, February 2008
LEADING COMPANIES
Key points
Branding is critical to sales and profitability
Market share concentrated in the hands of just a few companies
Figure 26: FDMx* sales of leading household cleaning products companies, 2005 and 2007
BRAND SHARE—HOUSEHOLD SURFACE CLEANERS
 ALL-PURPOSE CLEANERS AND DISINFECTANTS
Key points
Brand extensions can be effective
Line extensions reinvigorate the brand
Targeting helps to differentiate brands
Figure 27: FDMx* brand sales of all-purpose cleaner/disinfectant, 2005 and 2007
 TOILET BOWL CLEANERS AND DISINFECTANTS
Key points
Lysol and Clorox brand franchises are dominant
Disposable toilet brush concept wanes
Figure 28: FDMx* brand sales of toilet bowl cleaner/disinfectant, 2005 and 2007
 NON-ABRASIVE TUB AND TILE CLEANERS
Key points
Scrubbing Bubbles drives growth in the segment
An innovative subsegment
Figure 29: FDMx* brand sales of non-abrasive tub and tile cleaners, 2005 and 2007
 GLASS CLEANER/AMMONIA
Key points
Windex leads the way
Innovation is limited
Figure 30: FDMx* brand sales of glass cleaner/ammonia, 2005 and 2007
 DRAIN CLEANER
Key points
Drano and Liquid-Plumr dominate
Figure 31: FDMx* brand sales of drain cleaner, 2005 and 2007
BRAND SHARE—RUG/UPHOLSTERY/FABRIC CLEANERS
Key points
Smoking bans curtail the need for deodorizers
Smaller players with targeted products can make inroads
Figure 32: FDMx* brand sales of rug/upholstery/fabric cleaners, 2005 and 2007
BRAND SHARE—SPONGES AND SCOURING PADS
Key points
Scotch-Brite registered 30% increase 2005-07
Scouring pads wear out their welcome
Figure 33: FDMx* brand sales of sponges and scouring pads, 2005 and 2007
BRAND SHARE—CLEANING CLOTHS/WIPES
Key points
Clorox shines among dull leading brands
Private label and other brands make inroads
Figure 34: FDMx* brand sales of cleaning cloths and wipes, 2005 and 2007
BRAND SHARE—FURNITURE POLISH
Key points
Pledge rolls along
Figure 35: FDMx* brand sales of furniture polish, 2005 and 2007
BRAND SHARE—FLOOR CLEANERS/WAX REMOVERS
Key points
Consumers keep buying Swiffer
New flooring surfaces inspire demand for new products
Figure 36: FDMx* brand sales of floor cleaners/wax removers, 2005 and 2007
BRAND QUALITIES
Clorox (The Clorox Company)
Lysol (Reckitt Benckiser)
Scrubbing Bubbles (SC Johnson)
Swiffer (P&G)
Method (Method Products)
INNOVATION AND INNOVATORS
Key points
Convenience leads new product positioning claims
Figure 37: U.S. new household cleaning product introductions, by category, 2005 and 2007
Figure 38: Top FIVE product claims in hard surface care, 2008
Innovators
Scrubbing Bubbles
Method
Clorox Green Works
O-Cel-O
Fabuloso
Natural brand leaders
ADVERTISING AND PROMOTION
Key points
Advertising themes
Responsible moms will use this product
Figure 39: Clorox Anywhere Hard Surface Spray television ad, 2007
Figure 40: Clorox cleaner range television ad, 2007
Figure 41: Clorox Green Works television ad, 2008
Just when you thought your bathroom was clean…
Figure 42: Lysol Deep Reach toilet cleaner television ad, 2007
Figure 43: Lysol liquid toilet cleaner television ad, 2007
Effectiveness is what counts
Figure 44: Easy Off Bam television ad, 2007
Figure 45: Formula 409 all-purpose cleaner television ad, 2007
Figure 46: Kaboom bathroom cleaner television ad, 2007
Company expenditures
Figure 47: U.S. media spending for leading household cleaning brands, 2005 and 2006
Figure 48: Febreze television ad, 2007
Figure 49: Mr Clean with Febreze television ad, 2008
APPENDIX: TRADE ASSOCIATIONS

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