Household Cleaning Products

SUMMARY

Need for quicker, easier cleaning to spur innovation and growth

US demand for household cleaning products is forecast to rise 2.6% per yearto $4.7 billion in 2007. The market for household cleaning products is mature;however, a number of trends are boosting demand for household cleaning products,including:

• the current lifestyle trend for cocooning, or home as haven
• less time to spend cleaning
• consumer willingness to spend on products that promise quicker, easier,more pleasant cleaning
• greater awareness of bacteria and allergens in the home
•    product innovation

Fragrances key to growth in a variety of markets

Consumer interest in fragrances in the home will continue to spur growth inthe fresheners and deodorizers category. Air freshener products in a wide rangeof fragrances permit consumers to personalize their living spaces. Fabric andcarpet freshener makers are catering to the increase in pet ownership in the USby offering products to eliminate stains and odors. Finally, fragrances arebeing added to some products to simply make the cleaning process more palatableto the person doing the work. Special purpose cleaners will remain the largesthousehold cleaning pro- duct. Consumer concerns regarding bacteria, germs andallergens in the home have led to a greater number of products withantibacterial or disinfectant properties. Consumer interest in fragrances has aprofound effect on this market as well, with many products available in multiplescents.

Convenience benefits to aid growth for wipes, cleaning systems

Demand for convenience has contributed to the growth of two other keyhousehold cleaning product trends: the rise of cleaning systems such as Procter& Gamble\'s SWIFFER; and Reckitt Benckiser\'s LYSOL READY BRUSH. Systemsand wipes offer firms a chance to raise profit margins and extend sales ofpopular brands.

Other industry trends

Other key trends that are expected to impact the household cleaning marketinclude:

• development of specific cleaning products that target a particularcleaning problem, such as "pet" formulations of carpet freshenersand cleaners
• interest in "oxygen" cleaning characteristics
• growth in the environmentally friendly cleaning product niche
• introduction of cleaning products that protect surfaces from soil buildupso that cleaning is less frequent.

Study coverage

Household Cleaning Products, a new Freedonia study presents details on theseand other findings. It provides historical demand data for 1992, 1997 and 2002plus forecasts to 2007 and 2012 in current US dollars by product andapplication. The study also assesses demand for raw materials utilized in theproduction of household cleaning products. In addition, the study examines homeconstruction product trends, analyzes competitive strategies, evaluates companymarket shares, and profiles nearly 30 US industry competitors.

TABLE OF CONTENTS

INTRODUCTION

I. EXECUTIVE SUMMARY

II. MARKET ENVIRONMENT

General

Demographic & Household Trends

Macroeconomic Outlook

Consumer Income & Spending

Home Construction Product Trends

Plumbing Fixtures & Fittings

Flooring

Countertops

Wall Coverings

Appliances

Furniture

Glass

Cleaning Chemicals Overview

Retail Market Overview

Pricing & Product Mix

Environmental & Regulatory Issues

Foreign Trade

III. PRODUCTS

General

Special Purpose Cleaners

Plumbing Fixture Cleaners

Toilet Bowl

Multipurpose

Drain & Pipe

Shower

Carpet & Upholstery Cleaners

Glass/Ammonia Cleaners

Hard Surface Floor Cleaners

Appliance Cleaners

Other

Fresheners & Deodorizers

Room & Air Fresheners

Plug-Ins

Spray & Solid

Fabric Fresheners & Carpet Deodorizers

Other

General Purpose Cleaners

Liquid Cleaners

Other General Purpose Cleaners

Polishes

Furniture Polish

Floor Polish

Other Polishes

Disinfectants

Wipes

Other

IV. APPLICATIONS

General

Bathroom

Kitchen

Floor

Furniture

Other

V. RAW MATERIALS

General

Fragrances

Surfactants

Solvents

Nonwovens

Biocides

Other

VI. INDUSTRY STRUCTURE

General

Market Share

SC Johnson & Son

Reckitt Benckiser

Clorox

Others

Industry Restructuring

Competitive Strategies

Product Differentiation

Product Line Extension

Research & Development

Product Placement

Market Segmentation

Cooperative Agreements

Marketing & Advertising

Distribution

Company Profiles

A&M Cleaning Products Incorporated, see Great Lakes

Chemical Corporation

Access Business Group LLC, see Alticor Incorporated

Acuity Brands Incorporated

Alticor Incorporated

Amway Corporation, see Alticor Incorporated

BioLab Incorporated, see Great Lakes Chemical Corporation

Butler Home Products LLC

Carroll Company

Church & Dwight Company Incorporated

Claire Sprayway Incorporated

Clorox Company

Colgate-Palmolive Company

Dial Corporation

Enforcer Products Incorporated, see Acuity Brands

Incorporated

Faultless Starch/Bon Ami Company

Freudenberg & Company

Global Household Brands, see WD-40 Company

Gonzo Corporation, see Harbour Group Industries

Incorporated

Great Lakes Chemical Corporation

Gustin Kramer Incorporated

Harbour Group Industries Incorporated

Heartland Corporation, see WD-40 Company

Johnson (SC) & Son Incorporated

Lime-O-Sol Company, see Great Lakes Chemical Corporation

Magic American Corporation, see Harbour Group Industries

Incorporated

Method Home Care

Nice-Pak Products Incorporated

Orange Glo International

Playtex Products Incorporated

Procter & Gamble Company

Quixtar Incorporated, see Alticor Incorporated

Reckitt Benckiser plc

Rockline Industries Incorporated

Rug Doctor LP

Sara Lee Corporation

Seventh Generation Incorporated

Spic and Span Corporation

Sunshine Makers Incorporated

3M Company

Trewax Incorporated, see Carroll Company

WD-40 Company

Zep Manufacturing Company, see Acuity Brands

Incorporated

Other Companies Mentioned in Study

LIST OF TABLES

SECTION I -- EXECUTIVE SUMMARY

Summary Table

SECTION II -- MARKET ENVIRONMENT

1 Resident Population

2 Macroeconomic Indicators

3 Personal Consumption Expenditures

4 Total Cleaning Chemicals Demand

5 Retail Cleaning Chemical Demand

6 Household Chemical Pricing

7 Household Cleaning Chemical Supply & Demand

SECTION III -- PRODUCTS

1 Household Cleaning Chemicals Demand by Type

2 Special Purpose Household Cleaners Demand by Type

3 Plumbing Fixture Cleaners Demand by Type

4 Toilet Bowl Cleaner Demand

5 Multipurpose Fixture Cleaner Demand

6 Drain & Pipe Cleaner Demand

7 Shower Cleaner Demand

8 Carpet & Upholstery Cleaners Demand

9 Glass Cleaners Demand

10 Hard Surface Floor Cleaners Demand

11 Appliance Cleaners Demand

12 Other Special Purpose Cleaners Demand

13 Fresheners & Deodorizers Demand

14 Room & Air Freshener Demand

15 Fabric Fresheners & Carpet Deodorizer Demand

16 Other Fresheners Demand

17 General Purpose Cleaners Demand

18 General Purpose Liquid Cleaners Demand

19 Other General Purpose Cleaners Demand

20 Polishes Demand by Type

21 Furniture Polish Demand

22 Floor Polish Demand

23 Other Polishes Demand

24 Household Disinfectants Demand

25 Household Cleaning Wipes Demand

26 Other Household Cleaning Chemicals Demand

SECTION IV -- APPLICATIONS

1 Household Cleaning Chemicals Demand by Application

2 Bathroom Market for Household Cleaning Chemicals

3 Kitchen Applications for Household Cleaning Chemicals

4 Floor Applications for Household Cleaning Chemicals

5 Furniture Applications for Household Cleaning Chemicals

6 Other Applications for Household Cleaning Chemicals

SECTION V -- RAW MATERIALS

1 Raw Material Demand in Household Cleaning Chemicals

2 Fragrances Demand in Household Cleaning Chemicals

3 Surfactants Demand in Household Cleaning Chemicals

4 Solvents Demand in Household Cleaning Chemicals

5 Nonwovens Demand in Household Cleaning Chemicals

6 Biocides Demand in Household Cleaning Chemicals

7 Other Raw Materials Demand in Household Cleaning Chemicals

SECTION VI -- INDUSTRY STRUCTURE

1 Selected Acquisitions & Divestitures

LIST OF CHARTS

SECTION II -- MARKET ENVIRONMENT

1 Total Cleaning Chemicals Demand by Type

SECTION III -- PRODUCTS

1 Household Cleaning Chemicals Demand by Type, 2002

SECTION IV -- APPLICATIONS

1 Household Cleaning Chemicals Demand by Application

SECTION V -- RAW MATERIALS

1 Raw Material Demand in Household Cleaning Chemicals by Type, 2002

SECTION VI -- INDUSTRY STRUCTURE

1 Household Cleaning Chemicals Market Share by Company, 2002