Household Products in the US to 2013

TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: household products 2
Summary category level: toilet care 3
Summary category level: furniture polish 4
Summary category level: insecticides 5
Summary category level: textile washing products 6
Summary category level: scouring products 7
Summary category level: general purpose cleaners 8
Summary category level: air fresheners 9
Summary category level: bleach 10
Summary category level: dishwashing products 11
Chapter 2 Introduction 12
What is this report about? 12
How to use this report 12
Market definition 13
Chapter 3 Market Overview 33
Value analysis (US Dollar), 2003?08 33
Value analysis (US Dollar), 2008?13 34
Volume analysis, 2003?08 36
Volume analysis, 2008?13 37
Company and brand share analysis 40
Distribution analysis 49
Expenditure and consumption per capita 51
Chapter 4 Leading Company Profiles 55
The Procter & Gamble Company 55
Reckitt Benckiser Group plc 57
Chapter 5 Category Analysis: Toilet care 60
Value analysis (US Dollar), 2003?08 60
Value analysis (US Dollar), 2008?13 61
Volume analysis, 2003?08 63
Volume analysis, 2008?13 64
Company and brand share analysis 66
Distribution analysis 69
Expenditure and consumption per capita 71
Chapter 6 Category Analysis: Furniture polish 73
Value analysis (US Dollar), 2003?08 73
Value analysis (US Dollar), 2008?13 74
Volume analysis, 2003?08 76
Volume analysis, 2008?13 77
Company and brand share analysis 79
Distribution analysis 82
Expenditure and consumption per capita 84
Chapter 7 Category Analysis: Insecticides 86
Value analysis (US Dollar), 2003?08 86
Value analysis (US Dollar), 2008?13 87
Volume analysis, 2003?08 89
Volume analysis, 2008?13 90
Company and brand share analysis 92
Distribution analysis 95
Expenditure and consumption per capita 97
Chapter 8 Category Analysis: Textile washing products 99
Value analysis (US Dollar), 2003?08 99
Value analysis (US Dollar), 2008?13 100
Volume analysis, 2003?08 102
Volume analysis, 2008?13 103
Company and brand share analysis 105
Distribution analysis 108
Expenditure and consumption per capita 110
Chapter 9 Category Analysis: Scouring products 112
Value analysis (US Dollar), 2003?08 112
Value analysis (US Dollar), 2008?13 113
Volume analysis, 2003?08 115
Volume analysis, 2008?13 116
Company and brand share analysis 118
Distribution analysis 121
Expenditure and consumption per capita 123
Chapter 10 Category Analysis: General purpose cleaners 125
Value analysis (US Dollar), 2003?08 125
Value analysis (US Dollar), 2008?13 126
Volume analysis, 2003?08 128
Volume analysis, 2008?13 129
Company and brand share analysis 131
Distribution analysis 135
Expenditure and consumption per capita 137
Chapter 11 Category Analysis: Air fresheners 141
Value analysis (US Dollar), 2003?08 141
Value analysis (US Dollar), 2008?13 142
Volume analysis, 2003?08 144
Volume analysis, 2008?13 145
Company and brand share analysis 147
Distribution analysis 150
Expenditure and consumption per capita 152
Chapter 12 Category Analysis: Bleach 154
Value analysis (US Dollar), 2003?08 154
Value analysis (US Dollar), 2008?13 155
Volume analysis, 2003?08 157
Volume analysis, 2008?13 158
Company and brand share analysis 160
Distribution analysis 163
Expenditure and consumption per capita 165
Chapter 13 Category Analysis: Dishwashing products 167
Value analysis (US Dollar), 2003?08 167
Value analysis (US Dollar), 2008?13 168
Volume analysis, 2003?08 170
Volume analysis, 2008?13 171
Company and brand share analysis 173
Distribution analysis 176
Expenditure and consumption per capita 178
Chapter 14 Country Comparison 180
Value 180
Volume 184
Market share 188
Chapter 15 PESTLE Analysis 189
Summary 189
Political analysis 190
Economic analysis 193
Social analysis 197
Technological analysis 201
Legal analysis 205
Environmental analysis 208
Chapter 16 New Product Development 212
Product launches over time 212
Recent product launches 214
Chapter 17 Macroeconomic Profile 215
Macroeconomic indicators 215
Chapter 18 Research Methodology 220
Methodology overview 220
Secondary research 221
Market modeling 222
Creating an initial data model 222
Revising the initial data model 222
Creating a final estimate 223
Creating demographic value splits 223
Primary research 223
Data finalization 224
Ongoing research 224
Chapter 19 APPENDIX 225
Future readings 225
How to contact experts in your industry 225
Disclaimer 225

LIST OF FIGURES
Figure 1: Household products, US, value by category ($m), 2003?13 35
Figure 2: Household products, US, category growth comparison, by value, 2003?13 35
Figure 3: Household products, US, volume by category (kg/liters/units, million), 2003?13 38
Figure 4: Household products, US, category growth comparison, by volume, 2003?13 39
Figure 5: Household products, US, company share by value (%), 2007?08 46
Figure 6: Household products, US, distribution channels by value (%), 2007?08 50
Figure 7: Toilet care, US, value by segment ($m), 2003?13 62
Figure 8: Toilet care, US, category growth comparison, by value, 2003?13 62
Figure 9: Toilet care, US, volume by segment (units, million), 2003?13 65
Figure 10: Toilet care, US, category growth comparison, by volume, 2003?13 65
Figure 11: Toilet care, US, company share by value (%), 2007?08 67
Figure 12: Toilet care, US, distribution channels by value (%), 2007?08 70
Figure 13: Furniture polish, US, value by segment ($m), 2003?13 75
Figure 14: Furniture polish, US, category growth comparison, by value, 2003?13 75
Figure 15: Furniture polish, US, volume by segment (units, million), 2003?13 78
Figure 16: Furniture polish, US, category growth comparison, by volume, 2003?13 78
Figure 17: Furniture polish, US, company share by value (%), 2007?08 80
Figure 18: Furniture polish, US, distribution channels by value (%), 2007?08 83
Figure 19: Insecticides, US, value by segment ($m), 2003?13 88
Figure 20: Insecticides, US, category growth comparison, by value, 2003?13 88
Figure 21: Insecticides, US, volume by segment (units/liters, million), 2003?13 91
Figure 22: Insecticides, US, category growth comparison, by volume, 2003?13 91
Figure 23: Insecticides, US, company share by value (%), 2007?08 93
Figure 24: Insecticides, US, distribution channels by value (%), 2007?08 96
Figure 25: Textile washing products, US, value by segment ($m), 2003?13 101
Figure 26: Textile washing products, US, category growth comparison, by value, 2003?13 101
Figure 27: Textile washing products, US, volume by segment (units/liters, million), 2003?13 104
Figure 28: Textile washing products, US, category growth comparison, by volume, 2003?13 104
Figure 29: Textile washing products, US, distribution channels by value (%), 2007?08 109
Figure 30: Scouring products, US, value by segment ($m), 2003?13 114
Figure 31: Scouring products, US, category growth comparison, by value, 2003?13 114
Figure 32: Scouring products, US, volume by segment (units, million), 2003?13 117
Figure 33: Scouring products, US, category growth comparison, by volume, 2003?13 117
Figure 34: Scouring products, US, company share by value (%), 2007?08 119
Figure 35: Scouring products, US, distribution channels by value (%), 2007?08 122
Figure 36: General purpose cleaners, US, value by segment ($m), 2003?13 127
Figure 37: General purpose cleaners, US, category growth comparison, by value, 2003?13 127
Figure 38: General purpose cleaners, US, volume by segment (liters, million), 2003?13 130
Figure 39: General purpose cleaners, US, category growth comparison, by volume, 2003?13 130
Figure 40: General purpose cleaners, US, company share by value (%), 2007?08 133
Figure 41: General purpose cleaners, US, distribution channels by value (%), 2007?08 136
Figure 42: Air fresheners, US, value by segment ($m), 2003?13 143
Figure 43: Air fresheners, US, category growth comparison, by value, 2003?13 143
Figure 44: Air fresheners, US, volume by segment (units, million), 2003?13 146
Figure 45: Air fresheners, US, category growth comparison, by volume, 2003?13 146
Figure 46: Air fresheners, US, company share by value (%), 2007?08 148
Figure 47: Air fresheners, US, distribution channels by value (%), 2007?08 151
Figure 48: Bleach, US, value by segment ($m), 2003?13 156
Figure 49: Bleach, US, category growth comparison, by value, 2003?13 156
Figure 50: Bleach, US, volume by segment (kg/liters, million), 2003?13 159
Figure 51: Bleach, US, category growth comparison, by volume, 2003?13 159
Figure 52: Bleach, US, company share by value (%), 2007?08 161
Figure 53: Bleach, US, distribution channels by value (%), 2007?08 164
Figure 54: Dishwashing products, US, value by segment ($m), 2003?13 169
Figure 55: Dishwashing products, US, category growth comparison, by value, 2003?13 169
Figure 56: Dishwashing products, US, volume by segment (units, million), 2003?13 172
Figure 57: Dishwashing products, US, category growth comparison, by volume, 2003?13 172
Figure 58: Dishwashing products, US, company share by value (%), 2007?08 174
Figure 59: Dishwashing products, US, distribution channels by value (%), 2007?08 177
Figure 60: Global household products market split (value terms, 2008), top five countries 181
Figure 61: Global household products market value, 2003–08, top five countries 183
Figure 62: Global household products market split (volume terms, 2008), top five countries 185
Figure 63: Global household products market volume, 2003–08, top five countries 187
Figure 64: Annual data review process 221

LIST OF TABLES
Table 1: Household products category definitions 14
Table 2: Household products distribution channels 16
Table 3: Household products, US, value by category ($m), 2003?08 33
Table 4: Household products, US, value forecast by category ($m), 2008?13 34
Table 5: Household products, US, volume by category (kg/liters/units, million), 2003?08 36
Table 6: Household products, US, volume forecast by category (kg/liters/units, million), 2008?13 37
Table 7: Household products, US, brand share by value (%), 2007?08 40
Table 8: Household products, US, value by brand ($m), 2007?08 43
Table 9: Household products, US, company share by value (%), 2007?08 47
Table 10: Household products, US, value by company ($m), 2007?08 48
Table 11: Household products, US, distribution channels by value (%), 2007?08 49
Table 12: Household products, US, value by distribution channel ($m), 2007?08 49
Table 13: Household products, US, expenditure per capita ($), 2003?08 51
Table 14: Household products, US, forecast expenditure per capita ($), 2008?13 52
Table 15: Household products, US, consumption per capita (kg/liters/units), 2003?08 53
Table 16: Household products, US, forecast consumption per capita (kg/liters/units), 2008?13 54
Table 17: The Procter & Gamble Company key facts 55
Table 18: Reckitt Benckiser Group plc key facts 57
Table 19: Toilet care, US, value by segment ($m), 2003?08 60
Table 20: Toilet care, US, value forecast by segment ($m), 2008?13 61
Table 21: Toilet care, US, volume by segment (units, million), 2003?08 63
Table 22: Toilet care, US, volume forecast by segment (units, million), 2008?13 64
Table 23: Toilet care, US, brand share by value (%), 2007?08 66
Table 24: Toilet care, US, value by brand ($m), 2007?08 66
Table 25: Toilet care, US, company share by value (%), 2007?08 68
Table 26: Toilet care, US, value by company ($m), 2007?08 68
Table 27: Toilet care, US, distribution channels by value (%), 2007?08 69
Table 28: Toilet care, US, value by distribution channel ($m), 2007?08 69
Table 29: Toilet care, US, expenditure per capita ($), 2003?08 71
Table 30: Toilet care, US, forecast expenditure per capita ($), 2008?13 71
Table 31: Toilet care, US, consumption per capita (units), 2003?08 72
Table 32: Toilet care, US, forecast consumption per capita (units), 2008?13 72
Table 33: Furniture polish, US, value by segment ($m), 2003?08 73
Table 34: Furniture polish, US, value forecast by segment ($m), 2008?13 74
Table 35: Furniture polish, US, volume by segment (units, million), 2003?08 76
Table 36: Furniture polish, US, volume forecast by segment (units, million), 2008?13 77
Table 37: Furniture polish, US, brand share by value (%), 2007?08 79
Table 38: Furniture polish, US, value by brand ($m), 2007?08 79
Table 39: Furniture polish, US, company share by value (%), 2007?08 81
Table 40: Furniture polish, US, value by company ($m), 2007?08 81
Table 41: Furniture polish, US, distribution channels by value (%), 2007?08 82
Table 42: Furniture polish, US, value by distribution channel ($m), 2007?08 82
Table 43: Furniture polish, US, expenditure per capita ($), 2003?08 84
Table 44: Furniture polish, US, forecast expenditure per capita ($), 2008?13 84
Table 45: Furniture polish, US, consumption per capita (units), 2003?08 85
Table 46: Furniture polish, US, forecast consumption per capita (units), 2008?13 85
Table 47: Insecticides, US, value by segment ($m), 2003?08 86
Table 48: Insecticides, US, value forecast by segment ($m), 2008?13 87
Table 49: Insecticides, US, volume by segment (units/liters, million), 2003?08 89
Table 50: Insecticides, US, volume forecast by segment (units/liters, million), 2008?13 90
Table 51: Insecticides, US, brand share by value (%), 2007?08 92
Table 52: Insecticides, US, value by brand ($m), 2007?08 92
Table 53: Insecticides, US, company share by value (%), 2007?08 94
Table 54: Insecticides, US, value by company ($m), 2007?08 94
Table 55: Insecticides, US, distribution channels by value (%), 2007?08 95
Table 56: Insecticides, US, value by distribution channel ($m), 2007?08 95
Table 57: Insecticides, US, expenditure per capita ($), 2003?08 97
Table 58: Insecticides, US, forecast expenditure per capita ($), 2008?13 97
Table 59: Insecticides, US, consumption per capita (units/liters), 2003?08 98
Table 60: Insecticides, US, forecast consumption per capita (units/liters), 2008?13 98
Table 61: Textile washing products, US, value by segment ($m), 2003?08 99
Table 62: Textile washing products, US, value forecast by segment ($m), 2008?13 100
Table 63: Textile washing products, US, volume by segment (units/liters, million), 2003?08 102
Table 64: Textile washing products, US, volume forecast by segment (units/liters, million), 2008?13 103
Table 65: Textile washing products, US, brand share by value (%), 2007?08 105
Table 66: Textile washing products, US, value by brand ($m), 2007?08 106
Table 67: Textile washing products, US, company share by value (%), 2007?08 107
Table 68: Textile washing products, US, value by company ($m), 2007?08 107
Table 69: Textile washing products, US, distribution channels by value (%), 2007?08 108
Table 70: Textile washing products, US, value by distribution channel ($m), 2007?08 108
Table 71: Textile washing products, US, expenditure per capita ($), 2003?08 110
Table 72: Textile washing products, US, forecast expenditure per capita ($), 2008?13 110
Table 73: Textile washing products, US, consumption per capita (units/liters), 2003?08 111
Table 74: Textile washing products, US, forecast consumption per capita (units/liters), 2008?13 111
Table 75: Scouring products, US, value by segment ($m), 2003?08 112
Table 76: Scouring products, US, value forecast by segment ($m), 2008?13 113
Table 77: Scouring products, US, volume by segment (units, million), 2003?08 115
Table 78: Scouring products, US, volume forecast by segment (units, million), 2008?13 116
Table 79: Scouring products, US, brand share by value (%), 2007?08 118
Table 80: Scouring products, US, value by brand ($m), 2007?08 118
Table 81: Scouring products, US, company share by value (%), 2007?08 120
Table 82: Scouring products, US, value by company ($m), 2007?08 120
Table 83: Scouring products, US, distribution channels by value (%), 2007?08 121
Table 84: Scouring products, US, value by distribution channel ($m), 2007?08 121
Table 85: Scouring products, US, expenditure per capita ($), 2003?08 123
Table 86: Scouring products, US, forecast expenditure per capita ($), 2008?13 123
Table 87: Scouring products, US, consumption per capita (units), 2003?08 124
Table 88: Scouring products, US, forecast consumption per capita (units), 2008?13 124
Table 89: General purpose cleaners, US, value by segment ($m), 2003?08 125
Table 90: General purpose cleaners, US, value forecast by segment ($m), 2008?13 126
Table 91: General purpose cleaners, US, volume by segment (liters, million), 2003?08 128
Table 92: General purpose cleaners, US, volume forecast by segment (liters, million), 2008?13 129
Table 93: General purpose cleaners, US, brand share by value (%), 2007?08 131
Table 94: General purpose cleaners, US, value by brand ($m), 2007?08 132
Table 95: General purpose cleaners, US, company share by value (%), 2007?08 134
Table 96: General purpose cleaners, US, value by company ($m), 2007?08 134
Table 97: General purpose cleaners, US, distribution channels by value (%), 2007?08 135
Table 98: General purpose cleaners, US, value by distribution channel ($m), 2007?08 135
Table 99: General purpose cleaners, US, expenditure per capita ($), 2003?08 137
Table 100: General purpose cleaners, US, forecast expenditure per capita ($), 2008?13 138
Table 101: General purpose cleaners, US, consumption per capita (liters), 2003?08 139
Table 102: General purpose cleaners, US, forecast consumption per capita (liters), 2008?13 140
Table 103: Air fresheners, US, value by segment ($m), 2003?08 141
Table 104: Air fresheners, US, value forecast by segment ($m), 2008?13 142
Table 105: Air fresheners, US, volume by segment (units, million), 2003?08 144
Table 106: Air fresheners, US, volume forecast by segment (units, million), 2008?13 145
Table 107: Air fresheners, US, brand share by value (%), 2007?08 147
Table 108: Air fresheners, US, value by brand ($m), 2007?08 147
Table 109: Air fresheners, US, company share by value (%), 2007?08 149
Table 110: Air fresheners, US, value by company ($m), 2007?08 149
Table 111: Air fresheners, US, distribution channels by value (%), 2007?08 150
Table 112: Air fresheners, US, value by distribution channel ($m), 2007?08 150
Table 113: Air fresheners, US, expenditure per capita ($), 2003?08 152
Table 114: Air fresheners, US, forecast expenditure per capita ($), 2008?13 152
Table 115: Air fresheners, US, consumption per capita (units), 2003?08 153
Table 116: Air fresheners, US, forecast consumption per capita (units), 2008?13 153
Table 117: Bleach, US, value by segment ($m), 2003?08 154
Table 118: Bleach, US, value forecast by segment ($m), 2008?13 155
Table 119: Bleach, US, volume by segment (kg/liters, million), 2003?08 157
Table 120: Bleach, US, volume forecast by segment (kg/liters, million), 2008?13 158
Table 121: Bleach, US, brand share by value (%), 2007?08 160
Table 122: Bleach, US, value by brand ($m), 2007?08 160
Table 123: Bleach, US, company share by value (%), 2007?08 162
Table 124: Bleach, US, value by company ($m), 2007?08 162
Table 125: Bleach, US, distribution channels by value (%), 2007?08 163
Table 126: Bleach, US, value by distribution channel ($m), 2007?08 163
Table 127: Bleach, US, expenditure per capita ($), 2003?08 165
Table 128: Bleach, US, forecast expenditure per capita ($), 2008?13 165
Table 129: Bleach, US, consumption per capita (kg/liters), 2003?08 166
Table 130: Bleach, US, forecast consumption per capita (kg/liters), 2008?13 166
Table 131: Dishwashing products, US, value by segment ($m), 2003?08 167
Table 132: Dishwashing products, US, value forecast by segment ($m), 2008?13 168
Table 133: Dishwashing products, US, volume by segment (units, million), 2003?08 170
Table 134: Dishwashing products, US, volume forecast by segment (units, million), 2008?13 171
Table 135: Dishwashing products, US, brand share by value (%), 2007?08 173
Table 136: Dishwashing products, US, value by brand ($m), 2007?08 173
Table 137: Dishwashing products, US, company share by value (%), 2007?08 175
Table 138: Dishwashing products, US, value by company ($m), 2007?08 175
Table 139: Dishwashing products, US, distribution channels by value (%), 2007?08 176
Table 140: Dishwashing products, US, value by distribution channel ($m), 2007?08 176
Table 141: Dishwashing products, US, expenditure per capita ($), 2003?08 178
Table 142: Dishwashing products, US, forecast expenditure per capita ($), 2008?13 178
Table 143: Dishwashing products, US, consumption per capita (units), 2003?08 179
Table 144: Dishwashing products, US, forecast consumption per capita (units), 2008?13 179
Table 145: Global household products market value, 2008 180
Table 146: Global household products market split (value terms ($m), 2008), top five countries 183
Table 147: Global household products market volume, 2008 184
Table 148: Global household products market split (volume terms, 2008), top five countries 187
Table 149: Leading players, top five countries 188
Table 150: Analysis of the US’s political landscape 190
Table 151: Analysis of the US economy 193
Table 152: Analysis of the US’s social system 197
Table 153: Analysis of the US’s technology landscape 201
Table 154: Analysis of the US’s legal landscape 205
Table 155: Analysis of the US’s environmental landscape 208
Table 156: US household products new product launches reports, by company (top five companies), 2009 212
Table 157: US household products new product launches SKUs, by company (top five companies), 2009 212
Table 158: US household products new product launches (reports), by flavor and fragrances (top 10 flavors), 2009 213
Table 159: US household products new product launches (reports), by ingredients (top 10 ingredients), 2009 213
Table 160: US household products new product launches (reports), by package tags or claims (top 10 claims), 2009 214
Table 161: US household products new product launches - recent five launches (2009) 214
Table 162: US population, by age group, 2003?08 (millions) 215
Table 163: US population forecast, by age group, 2008?13 (millions) 216
Table 164: US population, by gender, 2003?08 (millions) 216
Table 165: US population forecast, by gender, 2008?13 (millions) 217
Table 166: US nominal GDP, 2003?08 ($bn, nominal prices) 217
Table 167: US nominal GDP forecast, 2008?13 ($bn, nominal prices) 217
Table 168: US real GDP, 2003?08 ($bn, 2000 prices) 218
Table 169: US real GDP forecast, 2008?13 ($bn, 2000 prices) 218
Table 170: US consumer price index, 2003?08 (2000=100) 219
Table 171: US consumer price index, 2008?13 (2000=100) 219


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