Household Cleaning Products Volume 1 - US - March 2004

SUMMARY

This report analyzes the U.S. market for household cleaning products. In the last generation, the role of housework in the American lifestyle has changed dramatically. Time-pressured Americans seek convenience in many aspects of their lives, including the time they spend cleaning. With longer working hours, both parents working, children's after-school activities, as well as greater value being placed on leisure time, cleaning the house is increasingly being driven out of the daily routine. When time is taken to clean, consumer now expect additional benefits from cleaning products-prevention of build-up, protection of surfaces and the ability to stretch the amount of time in-between cleanings.

A plethora of cleaning options are now available to harried consumers, ranging from traditional to innovative. New fragrances, formats, and benefits have been introduced-with the convenience being the most important benefit. Further, an increasingly aggressive market has made it important for manufactures to keep prices competitive, thus making it difficult to position new products at price points that would increase sales.

Despite this level of activity, sales have in fact declined from 1998 to 2003 after adjusting for inflation. Consequently, this report explores the hypotheses that as products have become more effective, consumers need to buy them less often, which has deterred rather than stimulated market growth. This report also explores the impact of demographic trends and the use of professional cleaning services on the state of the household cleaning market.

Household Cleaning Products Volume 2: The Consumer, to be published in May 2004, provides the consumer perspective to this market.

• Products covered in this report include:
• multipurpose surface cleaners/disinfectants
• bathroom and kitchen cleaners/disinfectants (including abrasive tub/tile cleaners, non-abrasive tub/tile cleaners, glass cleaner/ammonia, toilet bowl cleaners, drain cleaners)
• spray disinfectants
• oven/appliance cleaner/degreasers
• specialty cleaners/polishes
• lime/rust removers
• furniture, floor cleaners, waxes and polishes
• carpet/upholstery and fabric deodorizers and cleaners and fabric treatments, including, for example, Febreze
• cleaner cloths/wipes (excluding metal polishing cloths, personal cleaning cloths/wipes, automotive cleaning cloths/wipes and baby wipes)

Products with a primarily cosmetic purpose, such as air fresheners, have been excluded, but lavatory blocks, colorants and fresheners have been included because they have a disinfecting role. Cleaning hardware products, such as mops and brooms, have also been excluded, as have disinfectants used primarily for medicinal purposes, and products relating to the car care market.

Specifically excluded are cleaning products for industrial/commercial use, clothes cleaning detergents of any kind, dishwashing products, and personal cleaning products.

TABLE OF CONTENTS

INTRODUCTION AND ABBREVIATIONS

• Introduction
• Date of last report
• Definition
• Abbreviations & Terms
• Abbreviations
• Terms

EXECUTIVE SUMMARY

• 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

• 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
• Figure 1: Numbers of households, 1998-2003
• Size of households
• Figure 2: Number of people per household, 1980-2000
• Figure 3: Average household size, 1998-2008
• New household formation/Newlyweds
• Figure 4: U.S. population projections, by age group, 1998-2008
• Presence of children
• 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
• Figure 7: Number of U.S. households, by race/ethnicity, 1998-2008
• Professional cleaning services buy time
• New product innovation
• Figure 8: Number of new product launches, by product and launch type, 1998-2003
• Format
• Fragrance
• Multiple benefits
• Natural products

MARKET SIZE & TRENDS

• Figure 9: Retail sales of household cleaning products, at current and constant prices, 1998-2003
• Graph 1: Trends in sales of household cleaning products, at current and constant prices, 1998-2003

MARKET SEGMENTATION

• Overview
• Figure 10: Retail sales of household cleaning products, by type, 2001 and 2003
• Graph 2: Sales of household cleaning products, by type, 2003
• Graph 3: Trends in sales of household cleaning products, by type, 1998-2003
• Household surface cleaners
• Figure 11: Retail sales of household surface cleaners, at current and constant prices, 1998-2003
• Figure 12: Retail sales of household surface cleaners, by type, 2001 and 2003
• All-purpose cleaner/disinfectant
• Figure 13: Retail sales of all-purpose cleaner/disinfectant, at current and constant prices, 1998-2003
• Toilet bowl cleaner/disinfectant
• Figure 14: Retail sales of toilet bowl cleaner/disinfectant, at current and constant prices, 1998-2003
• Non-abrasive tub/tile cleaners
• Figure 15: Retail sales of non-abrasive tub/tile cleaners, at current and constant prices, 1998-2003
• Glass cleaner/ammonia
• Figure 16: Retail sales of glass cleaner/ammonia, at current and constant prices, 1998-2003
• Drain cleaner
• Figure 17: Retail sales of drain cleaner, at current and constant prices, 1998-2003
• Spray disinfectant
• Figure 18: Retail sales of spray disinfectant, at current and constant prices, 1998-2003
• Furniture polish
• Figure 19: Retail sales of furniture polish, at current and constant prices, 1998-2003
• Abrasive tub/tile cleaners
• Figure 20: Retail sales of abrasive tub/tile cleaners, at current and constant prices, 1998-2003
• Oven/appliance cleaner/degreaser
• Figure 21: Retail sales of oven/appliance cleaner/degreaser, at current and constant prices, 1998-2003
• Specialty cleaner/polish
• Figure 22: Retail sales of specialty cleaner/polish, at current and constant prices, 1998-2003
• Lime/rust remover
• Figure 23: Retail sales of lime/rust remover, at current and constant prices, 1998-2003
• Rug/upholstery cleaner/deodorizer and fabric treatments
• Figure 24: Retail sales of rug/upholstery cleaner/deodorizer and fabric treatments, at current and constant prices, 1998-2003
• Cleaner cloths/wipes
• Overview
• Figure 25: Retail sales of cleaner cloths/wipes, at current and constant prices, 1998-2003
• Figure 26: Retail sales of cleaner cloths/wipes, by product type, 2001 and 2003
• All-purpose cloths/wipes
• Figure 27: Retail sales of all-purpose cloths/wipes, at current and constant prices, 1998-2003
• Furniture-polishing cloths/wipes
• Figure 28: Retail sales of furniture-polishing cloths/wipes, at current and constant prices, 1998-2003
• Glass-cleaning cloths/wipes
• Figure 29: Retail sales of glass-cleaning cloths/wipes, at current and constant prices, 1998-2003
• Metal cloths/wipes
• Figure 30: Retail sales of metal cloths/wipes, at current and constant prices, 1998-2003
• Scouring/cleaning cloths/wipes
• Figure 31: Retail sales of scouring/cleaning cloths/wipes, at current and constant prices, 1998-2003
• Floor cleaners/wax removers
• Figure 32: Retail sales of floor cleaners/wax removers, at current and constant prices, 1998-2003

SUPPLY STRUCTURE

• FDM sales by manufacturer
• Figure 33: FDM sales of household cleaning products, by manufacturer, 2001 and 2003
• Graph 4: FDM sales of household cleaning products, by manufacturer, 2003
• Figure 34: FDM brand sales of household cleaning products, 2001 and 2003
• FDM sales by manufacturer and brand
• Household cleaners
• Figure 35: FDM sales of household cleaners, by manufacturer and brand, 2001 and 2003
• All-purpose cleaner/disinfectant
• Figure 36: FDM sales of all-purpose cleaner/disinfectant, by manufacturer and brand, 2001 and 2003
• Toilet bowl cleaner/disinfectant
• Figure 37: FDM sales of toilet bowl cleaner/disinfectant, by manufacturer and brand, 2001 and 2003
• Non-abrasive tub/tile cleaners
• Figure 38: FDM sales of non-abrasive tub/tile cleaners, by manufacturer and brand, 2001 and 2003
• Glass cleaner/ammonia
• Figure 39: FDM sales of glass cleaner/ammonia, by manufacturer and brand, 2001 and 2003
• Drain cleaner
• Figure 40: FDM sales of drain cleaner, by manufacturer and brand, 2001 and 2003
• Furniture polish
• Figure 41: FDM sales of furniture polish, by manufacturer and brand, 2001 and 2003
• Abrasive tub/tile cleaner
• Figure 42: FDM sales of abrasive tub/tile cleaners, by manufacturer and brand, 2001 and 2003
• Spray disinfectant
• Figure 43: FDM sales of spray disinfectant, by manufacturer and brand, 2001 and 2003
• Oven/appliance cleaner/degreaser
• Figure 44: FDM sales of oven/appliance cleaner/degreaser, by manufacturer and brand, 2001 and 2003
• Specialty cleaner/polish
• Figure 45: FDM sales of specialty cleaner/polish, by manufacturer and brand, 2001 and 2003
• Lime/rust remover
• Figure 46: FDM sales of lime/rust remover, by manufacturer and brand, 2001 and 2003
• Rug/upholstery/fabric treatments
• Figure 47: FDM sales of rug/upholstery/fabric treatments, by manufacturer and brand, 2001 and 2003
• Cleaner cloths/wipes
• Figure 48: FDM sales of cleaner cloths/wipes, by manufacturer and brand, 2001 and 2003
• All-purpose cleaning cloths/wipes
• Figure 49: FDM sales of all-purpose cleaning cloths/wipes, by manufacturer and brand, 2001 and 2003
• Furniture-polishing cloths/wipes
• Figure 50: Manufacturer and brand sales of furniture polishing cloths/wipes, by manufacturer and brand, 2001 and 2003
• 63 Glass-cleaning cloths/wipes
• Figure 51: FDM sales of glass-cleaning cloths/wipes, by manufacturer and brand, 2001 and 2003
• Metal-cleaning cloths/wipes
• Figure 52: FDM sales of metal-cleaning cloths/wipes, by manufacturer and brand, 2001 and 2003
• Scouring/cleaning cloths/wipes
• Figure 53: FDM sales of scouring/cleaning cloths/wipes, by manufacturer and brand, 2001 and 2003
• Floor cleaners/wax removers
• 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

• Introduction
• Blurred distribution channels
• Major manufacturers and brands
• Clorox
• Procter & Gamble
• Reckitt Benckiser
• S.C. Johnson

RETAIL DISTRIBUTION

• Introduction
• 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
• Figure 56: Supermarket sales of household cleaning products, at current and constant prices, 1998-2003
• Supermarket operating data
• Figure 57: Top supermarket operating statistics, latest fiscal year-end
• Figure 58: Percentage change from latest fiscal year-end versus year prior
• Figure 59: Top supermarket quarterly statistics, fiscal 2002 and fiscal 2003
• Mass merchandisers
• Figure 60: Mass merchandiser sales of household cleaning products, at current and constant prices, 1998-2003
• Mass merchandiser operating data
• Figure 61: Top mass merchandiser operating statistics, latest fiscal year-end
• Figure 62: Percentage change from latest fiscal year-end versus year prior
• Figure 63: Top mass merchandiser quarterly statistics, fiscal 2002 and fiscal 2003
• Drug stores
• Figure 64: Drug store sales of household cleaning products, at current and constant prices, 1998-2003
• Drug store operating data
• Figure 65: Top drug store operating statistics, latest fiscal year-end
• Figure 66: Percentage change from latest fiscal year-end versus year prior
• Figure 67: Top drug store quarterly statistics, fiscal 2002 and Fiscal 2003

FUTURE & FORECAST

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
• Figure 68: Forecast of sales of household cleaning products, at current and constant prices, 2003-2008
• Graph 6: Forecast trends in sales of household cleaning products, at current and constant prices, 2003-2008
• Household surface cleaners
• Figure 69: Forecast of sales of household surface cleaners, at current and constant prices, 2003-2008
• Rug/upholstery/fabric treatments
• Figure 70: Forecast of sales of rug/upholstery/fabric treatments, at current and constant prices, 2003-2008
• Cleaner cloths/wipes
• Figure 71: Forecast of sales of cleaner cloths/wipes, at current and constant prices, 2003-2008
• Floor cleaners/wax removers
• 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

CATEGORY REVIEW-HARD SURFACE CARE

• Introduction
• New product introductions
• 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

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH

• Sampling & Weighting
• Presentation & Definition
• Further Analysis

TRADE RESEARCH

• Informal trade research
• Formal trade research

DESK & INTERNET RESEARCH

SOURCES

DEFINITIONS

FORECASTS

APPENDIX: WHAT IS MINTEL?