Household Cleaning Products Volume 2 - The Consumer - US - April 2004

SUMMARY

The household cleaning products market posted 3% growth from 1998 to 2003.However, when accounting for the effects of inflation, this translates into anactual decline of almost 9% over the period. Although some household cleaningproducts have near universal penetration, the changing nature of how consumersclean their homes as well as the types of surfacing materials (primarilyflooring and countertops) consumers have been incorporating into their homes haschanged the nature and frequency of cleaning products used.

Although the penetration level of most traditional product segments hasremained stable, Mintel's exclusive research revealed that 75% of respondentshave tried disposable wipes compared to only 59% a year ago. Although theseproducts are reducing the amount of traditional cleaning products used byconsumers (and as a result, their market sales), consumers primarily use theseproducts for quick touch-ups and spot cleaning, still relying on traditionalcleaning products for their major cleaning jobs. In addition, changing consumercleaning habits have not had a major impact on consumer satisfaction with thecleanliness of their homes, with a full 85% reporting satisfaction.

In order to maintain market share and encourage consumers to spend more onhousehold cleaning products, manufacturers must understand recent changes inconsumer attitudes and purchasing behavior. This report provides a detailedstudy of the consumer perspective in relation to household cleaning products.The first report in this series,Household Cleaning Products Volume 1: TheMarket,provides the product, supplier and retailer perspective to this market.

This report covers the U.S. market for household cleaning products. The rangeof products covered in this report includes:

• multipurpose surface cleaners/disinfectants
• bathroom and kitchen cleaners/disinfectants (including abrasive tub/tilecleaners, non-abrasive tub/tile cleaners, glass cleaner/ammonia, toilet bowlcleaners, 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 fabrictreatments, for example, Febreze
• cleaner cloths/wipes (excluding metal polishing cloths, personal cleaningcloths/wipes, automotive cleaning cloths/wipes and baby wipes).

Products with a primarily cosmetic purpose, such as air fresheners, have beenexcluded, but lavatory blocks, colorants and fresheners have been includedbecause they have a disinfecting role. Cleaning hardware products, such as mopsand brooms, have also been excluded, as have disinfectants used primarily formedicinal 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 personalcleaning products.

TABLE OF CONTENTS

INTRODUCTION & ABBREVIATIONS

• Introduction
• Other Relevant Reports
• Definition
• Abbreviations & Terms
• Abbreviations
• Terms

EXECUTIVE SUMMARY

• Convenience drives the market
• Household cleaning products used
• Who uses household cleaning products
• Sole-brand usage of household cleaning products
• Changing consumer behavior has not impacted satisfaction
• Disposable cleaning cloths/wipes
• All-purpose cleaners have an edge
• Concern for public cleanliness does not translate into action

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 ofchildren, 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

THE CONSUMER

• Introduction
• Household product usage
  • Figure 9: Trends in usage of household cleaning products, 2000-03
  • Graph 1: Usage of household cleaners, 2000-03
  • Figure 10: Usage of household cleaning products, by key demographicvariables, January-September 2003
• Age
• Younger adults
• Older adults
• Household income
• Race/ethnicity
• Marital status
• Household size
• Presence of children
• Household usage by product type
• Window/glass cleaner
• Amount of window/glass cleaner used
  • Figure 11: Number of cans or bottles of window/glass cleaners used inthe last six months, January-September 2003
• How glass/window cleaners are used
  • Figure 12: How glass/window cleaners are used in the household,January-September 2003
• All-purpose household cleaning products
• Types of all-purpose household cleaning products used
  • Figure 13: Types of all-purpose household cleaning products used andhow they are used in the household, January-September 2003
• How all-purpose household cleaning products are used
• Consumer interest in all-purpose cleaners
  • Figure 14: Interested in all-in-one cleaners, agree summary, February2004
• Abrasive cleaner
• Amount of abrasive cleaner used in the household
  • Figure 15: Number of containers of abrasive cleaners used in the last30 days, January-September 2003
• Types of abrasive cleaner used in the household
  • Figure 16: Types of abrasive cleaner used in the household,January-September 2003
• Furniture polish
• Amount of furniture polish used in the household
  • Figure 17: Number of packages or containers of furniture polish usedin the last 30 days, January-September 2003
• Scented vs unscented furniture polish usage
  • Figure 18: Scented vs unscented furniture polish used in thehousehold, January-September 2003
• In-bowl toilet cleaner/in-tank toilet cleaner
• Amount of in-bowl and in-tank toilet bowl cleaner used in the household
  • Figure 19: Number of bottles, cans or containers of in-bowl andin-tank toilet bowl cleaner used in the last six months,January-September 2003
• Drain cleaner
• Amount of drain cleaner used in the household
  • Figure 20: Number of cans, bottles or containers of drain cleaner usedin the last 12 months, January-September 2003
• Types of drain cleaner used in the household
  • Figure 21: Types of drain cleaner used in the household,January-September 2003
• Rug cleaner/shampoo/deodorizer
• Amount of rug cleaner/shampoo/deodorizer used in the household
  • Figure 22: Number of bottles, cans or boxes of rug cleaner/shampoo andrug deodorizer used in the last six months, January-September 2003
• Types of rug cleaner/shampoo used in the household
  • Figure 23: Types of rug cleaner/shampoo used in the household,January-September 2003
  • Oven cleaner
• Amount of oven cleaner used in the household
  • Figure 24: Number of cans/packages/pads/jars of oven cleaner used inthe last six months, January-September 2003
• Floor wax/polish
• Amount of floor wax/polish used in the household
  • Figure 25: Number of bottles, cans or containers of floor wax/polishused in the last six months, January-September 2003
• Type and kind of floor wax/polish used in the household
  • Figure 26: Type and kind of floor wax/polish used in the household,January-September 2003
• Metal polish/cleaner
• Types of specialty polish/cleaner used in the household
  • Figure 27: Types of specialty polish/cleaner used in the household,January-September 2003

BRAND LOYALTY

• Figure 28: Sole-brand usage of household cleaning products,January-September 2003
• Figure 29: Sole-brand usage of household cleaning products, by age,January-September 2003
• Figure 30: Sole-brand usage of household cleaning products, by householdincome, January-September 2003
• Figure 31: Sole-brand usage of household cleaning products, byrace/ethnicity, January-September 2003
• Figure 32: Sole-brand usage of household cleaning products, by householdsize, January-September 2003

CONSUMER CLEANING BEHAVIOR

• Figure 33: Consumer cleaning behavior, February 2004
• Figure 34: Consumer satisfaction with cleanliness of home, by cleaningapproach, February 2004 5
• Figure 36: Consumer cleaning behavior, by household income, February 2004
• Figure 37: Consumer cleaning behavior, by presence of children, February2004

PENETRATION OF DISPOSABLE CLEANING WIPES

• Figure 38: Use disposable cleaning cloths, 2003 and 2004
• Graph 2: Types of wipes used among respondents who reported ever usingwipes, 2003 and 2004
• Figure 39: Use of disposable cleaning cloths, by gender, February 2004
• Figure 40: Use of disposable cleaning cloths, by age, February 2004
• Figure 41: Use of disposable cleaning cloths, by household income,February 2004
• Figure 42: Use of disposable cleaning cloths, by presence of children,February 2004
• Figure 43: Use of disposable cleaning wipes, February 2004
• Opinions about disposable cleaning cloths
• Figure 44: Opinions about disposable cleaning wipes, February 2004
• Figure 45: Opinions about disposable cleaning wipes, by age, February 2004
• Figure 46: Opinions about disposable cleaning wipes, by presence ofchildren, February 2004
• Satisfaction with disposable cleaning wipes
• Figure 47: Satisfaction with disposable cleaning wipes, February 2004
• Figure 48: Satisfaction with disposable cleaning wipes, by gender,February 2004
• Figure 49: Satisfaction with disposable cleaning wipes, by age, February2004

CLEANING OUTSIDE THE HOME

1. Figure 50: Attitudes towards the cleanliness of public places and the useof travel size cleaning products, February 2004
2. Figure 51: Attitudes towards the cleanliness of public places and the useof travel size cleaning products, by gender, February 2004
3. Figure 52: Attitudes towards the cleanliness of public places and the useof travel size cleaning products, by age, February 2004
4. Figure 53: Attitudes towards the cleanliness of public places and the useof travel size cleaning products, by presence of children, February 2004

SUMMARY

APPENDIX: TRADE ASSOCIATIONS

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?