Household Products in North America 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 Overview 30
Value Analysis 30
Volume Analysis 31
Chapter 4 North America Household Products: Market Overview 32
Value analysis (US Dollar), 2003?08 32
Value analysis (US Dollar), 2008?13 33
Volume analysis, 2003?08 35
Volume analysis, 2008?13 36
Company share analysis 38
Distribution analysis 41
Expenditure and consumption per capita 43
Chapter 5 Leading Company Profiles 47
The Procter & Gamble Company 47
S.C. Johnson & Son, Inc. 49
Chapter 6 Category Analysis: Toilet care 51
Value analysis (US Dollar), 2003?08 51
Value analysis (US Dollar), 2008?13 52
Volume analysis, 2003?08 54
Volume analysis, 2008?13 55
Company share analysis 57
Distribution analysis 59
Expenditure and consumption per capita 61
Chapter 7 Category Analysis: Furniture polish 63
Value analysis (US Dollar), 2003?08 63
Value analysis (US Dollar), 2008?13 64
Volume analysis, 2003?08 66
Volume analysis, 2008?13 67
Company share analysis 69
Distribution analysis 71
Expenditure and consumption per capita 73
Chapter 8 Category Analysis: Insecticides 75
Value analysis (US Dollar), 2003?08 75
Value analysis (US Dollar), 2008?13 76
Volume analysis, 2003?08 78
Volume analysis, 2008?13 79
Company share analysis 81
Distribution analysis 83
Expenditure and consumption per capita 85
Chapter 9 Category Analysis: Textile washing products 87
Value analysis (US Dollar), 2003?08 87
Value analysis (US Dollar), 2008?13 88
Volume analysis, 2003?08 90
Volume analysis, 2008?13 91
Company share analysis 93
Distribution analysis 95
Expenditure and consumption per capita 97
Chapter 10 Category Analysis: Scouring 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 share analysis 105
Distribution analysis 107
Expenditure and consumption per capita 109
Chapter 11 Category Analysis: General purpose cleaners 111
Value analysis (US Dollar), 2003?08 111
Value analysis (US Dollar), 2008?13 112
Volume analysis, 2003?08 114
Volume analysis, 2008?13 115
Company share analysis 117
Distribution analysis 120
Expenditure and consumption per capita 122
Chapter 12 Category Analysis: Air fresheners 126
Value analysis (US Dollar), 2003?08 126
Value analysis (US Dollar), 2008?13 127
Volume analysis, 2003?08 129
Volume analysis, 2008?13 130
Company share analysis 132
Distribution analysis 134
Expenditure and consumption per capita 136
Chapter 13 Category Analysis: Bleach 138
Value analysis (US Dollar), 2003?08 138
Value analysis (US Dollar), 2008?13 139
Volume analysis, 2003?08 141
Volume analysis, 2008?13 142
Company share analysis 144
Distribution analysis 146
Expenditure and consumption per capita 148
Chapter 14 Category Analysis: Dishwashing products 150
Value analysis (US Dollar), 2003?08 150
Value analysis (US Dollar), 2008?13 151
Volume analysis, 2003?08 153
Volume analysis, 2008?13 154
Company share analysis 156
Distribution analysis 158
Expenditure and consumption per capita 160
Chapter 15 Research Methodology 162
Methodology overview 162
Secondary research 163
Market modeling 164
Creating an initial data model 164
Revising the initial data model 164
Creating a final estimate 165
Creating demographic value splits 165
Primary research 165
Data finalization 166
Ongoing research 166
Chapter 16 APPENDIX 167
Future readings 167
How to contact experts in your industry 167
Disclaimer 167

LIST OF FIGURES
Figure 1: Household products, North America, value by category ($m), 2003?13 34
Figure 2: Household products, North America, category growth comparison, by value, 2003?13 34
Figure 3: Household products, North America, volume by category (kg/liters/units, million), 2003?13 37
Figure 4: Household products, North America, category growth comparison, by volume, 2003?13 37
Figure 5: Household products, North America, company share (top five companies) by value (%), 2007?08 40
Figure 6: Household products, North America, distribution channels by value (%), 2007?08 42
Figure 7: Toilet care, North America, value by segment ($m), 2003?13 53
Figure 8: Toilet care, North America, category growth comparison, by value, 2003?13 53
Figure 9: Toilet care, North America, volume by segment (units, million), 2003?13 56
Figure 10: Toilet care, North America, category growth comparison, by volume, 2003?13 56
Figure 11: Toilet care, North America, company share by value (%), 2007?08 58
Figure 12: Toilet care, North America, distribution channels by value (%), 2007?08 60
Figure 13: Furniture polish, North America, value by segment ($m), 2003?13 65
Figure 14: Furniture polish, North America, category growth comparison, by value, 2003?13 65
Figure 15: Furniture polish, North America, volume by segment (units, million), 2003?13 68
Figure 16: Furniture polish, North America, category growth comparison, by volume, 2003?13 68
Figure 17: Furniture polish, North America, company share (top five companies) by value (%), 2007?08 70
Figure 18: Furniture polish, North America, distribution channels by value (%), 2007?08 72
Figure 19: Insecticides, North America, value by segment ($m), 2003?13 77
Figure 20: Insecticides, North America, category growth comparison, by value, 2003?13 77
Figure 21: Insecticides, North America, volume by segment (units/liters, million), 2003?13 80
Figure 22: Insecticides, North America, category growth comparison, by volume, 2003?13 80
Figure 23: Insecticides, North America, company share (top five companies) by value (%), 2007?08 82
Figure 24: Insecticides, North America, distribution channels by value (%), 2007?08 84
Figure 25: Textile washing products, North America, value by segment ($m), 2003?13 89
Figure 26: Textile washing products, North America, category growth comparison, by value, 2003?13 89
Figure 27: Textile washing products, North America, volume by segment (units/liters, million), 2003?13 92
Figure 28: Textile washing products, North America, category growth comparison, by volume, 2003?13 92
Figure 29: Textile washing products, North America, distribution channels by value (%), 2007?08 96
Figure 30: Scouring products, North America, value by segment ($m), 2003?13 101
Figure 31: Scouring products, North America, category growth comparison, by value, 2003?13 101
Figure 32: Scouring products, North America, volume by segment (units, million), 2003?13 104
Figure 33: Scouring products, North America, category growth comparison, by volume, 2003?13 104
Figure 34: Scouring products, North America, company share (top five companies) by value (%), 2007?08 106
Figure 35: Scouring products, North America, distribution channels by value (%), 2007?08 108
Figure 36: General purpose cleaners, North America, value by segment ($m), 2003?13 113
Figure 37: General purpose cleaners, North America, category growth comparison, by value, 2003?13 113
Figure 38: General purpose cleaners, North America, volume by segment (liters, million), 2003?13 116
Figure 39: General purpose cleaners, North America, category growth comparison, by volume, 2003?13 116
Figure 40: General purpose cleaners, North America, company share (top five companies) by value (%), 2007?08 119
Figure 41: General purpose cleaners, North America, distribution channels by value (%), 2007?08 121
Figure 42: Air fresheners, North America, value by segment ($m), 2003?13 128
Figure 43: Air fresheners, North America, category growth comparison, by value, 2003?13 128
Figure 44: Air fresheners, North America, volume by segment (units, million), 2003?13 131
Figure 45: Air fresheners, North America, category growth comparison, by volume, 2003?13 131
Figure 46: Air fresheners, North America, company share by value (%), 2007?08 133
Figure 47: Air fresheners, North America, distribution channels by value (%), 2007?08 135
Figure 48: Bleach, North America, value by segment ($m), 2003?13 140
Figure 49: Bleach, North America, category growth comparison, by value, 2003?13 140
Figure 50: Bleach, North America, volume by segment (kg/liters, million), 2003?13 143
Figure 51: Bleach, North America, category growth comparison, by volume, 2003?13 143
Figure 52: Bleach, North America, company share (top five companies) by value (%), 2007?08 145
Figure 53: Bleach, North America, distribution channels by value (%), 2007?08 147
Figure 54: Dishwashing products, North America, value by segment ($m), 2003?13 152
Figure 55: Dishwashing products, North America, category growth comparison, by value, 2003?13 152
Figure 56: Dishwashing products, North America, volume by segment (units, million), 2003?13 155
Figure 57: Dishwashing products, North America, category growth comparison, by volume, 2003?13 155
Figure 58: Dishwashing products, North America, company share by value (%), 2007?08 157
Figure 59: Dishwashing products, North America, distribution channels by value (%), 2007?08 159
Figure 60: Annual data review process 163

LIST OF TABLES
Table 1: Household products category definitions 14
Table 2: Household products distribution channels 16
Table 3: North America household products value (country-wise), 2003?08 ($m) 30
Table 4: North America household products value (country-wise) forecast, 2008?13 ($m) 30
Table 5: North America household products volume (country-wise), 2003?08 (kg/liters/units, million) 31
Table 6: North America household products volume (country-wise) forecast, 2008?13 (kg/liters/units, million) 31
Table 7: Household products, North America, value by category ($m), 2003?08 32
Table 8: Household products, North America, value forecast by category ($m), 2008?13 33
Table 9: Household products, North America, volume by category (kg/liters/units, million), 2003?08 35
Table 10: Household products, North America, volume forecast by category (kg/liters/units, million), 2008?13 36
Table 11: Household products, North America, company share by value (%), 2007?08 38
Table 12: Household products, North America, value by company ($m), 2007?08 39
Table 13: Household products, North America, distribution channels by value (%), 2007?08 41
Table 14: Household products, North America, value by distribution channel ($m), 2007?08 41
Table 15: Household products, North America, expenditure per capita ($), 2003?08 43
Table 16: Household products, North America, forecast expenditure per capita ($), 2008?13 44
Table 17: Household products, North America, consumption per capita (kg/liters/units), 2003?08 45
Table 18: Household products, North America, forecast consumption per capita (kg/liters/units), 2008?13 46
Table 19: The Procter & Gamble Company key facts 47
Table 20: S.C. Johnson & Son, Inc. key facts 49
Table 21: Toilet care, North America, value by segment ($m), 2003?08 51
Table 22: Toilet care, North America, value forecast by segment ($m), 2008?13 52
Table 23: Toilet care, North America, volume by segment (units, million), 2003?08 54
Table 24: Toilet care, North America, volume forecast by segment (units, million), 2008?13 55
Table 25: Toilet care, North America, company share by value (%), 2007?08 57
Table 26: Toilet care, North America, value by company ($m), 2007?08 57
Table 27: Toilet care, North America, distribution channels by value (%), 2007?08 59
Table 28: Toilet care, North America, value by distribution channel ($m), 2007?08 59
Table 29: Toilet care, North America, expenditure per capita ($), 2003?08 61
Table 30: Toilet care, North America, forecast expenditure per capita ($), 2008?13 61
Table 31: Toilet care, North America, consumption per capita (units), 2003?08 62
Table 32: Toilet care, North America, forecast consumption per capita (units), 2008?13 62
Table 33: Furniture polish, North America, value by segment ($m), 2003?08 63
Table 34: Furniture polish, North America, value forecast by segment ($m), 2008?13 64
Table 35: Furniture polish, North America, volume by segment (units, million), 2003?08 66
Table 36: Furniture polish, North America, volume forecast by segment (units, million), 2008?13 67
Table 37: Furniture polish, North America, company share by value (%), 2007?08 69
Table 38: Furniture polish, North America, value by company ($m), 2007?08 70
Table 39: Furniture polish, North America, distribution channels by value (%), 2007?08 71
Table 40: Furniture polish, North America, value by distribution channel ($m), 2007?08 71
Table 41: Furniture polish, North America, expenditure per capita ($), 2003?08 73
Table 42: Furniture polish, North America, forecast expenditure per capita ($), 2008?13 73
Table 43: Furniture polish, North America, consumption per capita (units), 2003?08 74
Table 44: Furniture polish, North America, forecast consumption per capita (units), 2008?13 74
Table 45: Insecticides, North America, value by segment ($m), 2003?08 75
Table 46: Insecticides, North America, value forecast by segment ($m), 2008?13 76
Table 47: Insecticides, North America, volume by segment (units/liters, million), 2003?08 78
Table 48: Insecticides, North America, volume forecast by segment (units/liters, million), 2008?13 79
Table 49: Insecticides, North America, company share by value (%), 2007?08 81
Table 50: Insecticides, North America, value by company ($m), 2007?08 81
Table 51: Insecticides, North America, distribution channels by value (%), 2007?08 83
Table 52: Insecticides, North America, value by distribution channel ($m), 2007?08 83
Table 53: Insecticides, North America, expenditure per capita ($), 2003?08 85
Table 54: Insecticides, North America, forecast expenditure per capita ($), 2008?13 85
Table 55: Insecticides, North America, consumption per capita (units/liters), 2003?08 86
Table 56: Insecticides, North America, forecast consumption per capita (units/liters), 2008?13 86
Table 57: Textile washing products, North America, value by segment ($m), 2003?08 87
Table 58: Textile washing products, North America, value forecast by segment ($m), 2008?13 88
Table 59: Textile washing products, North America, volume by segment (units/liters, million), 2003?08 90
Table 60: Textile washing products, North America, volume forecast by segment (units/liters, million), 2008?13 91
Table 61: Textile washing products, North America, company share by value (%), 2007?08 93
Table 62: Textile washing products, North America, value by company ($m), 2007?08 94
Table 63: Textile washing products, North America, distribution channels by value (%), 2007?08 95
Table 64: Textile washing products, North America, value by distribution channel ($m), 2007?08 95
Table 65: Textile washing products, North America, expenditure per capita ($), 2003?08 97
Table 66: Textile washing products, North America, forecast expenditure per capita ($), 2008?13 97
Table 67: Textile washing products, North America, consumption per capita (units/liters), 2003?08 98
Table 68: Textile washing products, North America, forecast consumption per capita (units/liters), 2008?13 98
Table 69: Scouring products, North America, value by segment ($m), 2003?08 99
Table 70: Scouring products, North America, value forecast by segment ($m), 2008?13 100
Table 71: Scouring products, North America, volume by segment (units, million), 2003?08 102
Table 72: Scouring products, North America, volume forecast by segment (units, million), 2008?13 103
Table 73: Scouring products, North America, company share by value (%), 2007?08 105
Table 74: Scouring products, North America, value by company ($m), 2007?08 106
Table 75: Scouring products, North America, distribution channels by value (%), 2007?08 107
Table 76: Scouring products, North America, value by distribution channel ($m), 2007?08 107
Table 77: Scouring products, North America, expenditure per capita ($), 2003?08 109
Table 78: Scouring products, North America, forecast expenditure per capita ($), 2008?13 109
Table 79: Scouring products, North America, consumption per capita (units), 2003?08 110
Table 80: Scouring products, North America, forecast consumption per capita (units), 2008?13 110
Table 81: General purpose cleaners, North America, value by segment ($m), 2003?08 111
Table 82: General purpose cleaners, North America, value forecast by segment ($m), 2008?13 112
Table 83: General purpose cleaners, North America, volume by segment (liters, million), 2003?08 114
Table 84: General purpose cleaners, North America, volume forecast by segment (liters, million), 2008?13 115
Table 85: General purpose cleaners, North America, company share by value (%), 2007?08 117
Table 86: General purpose cleaners, North America, value by company ($m), 2007?08 118
Table 87: General purpose cleaners, North America, distribution channels by value (%), 2007?08 120
Table 88: General purpose cleaners, North America, value by distribution channel ($m), 2007?08 120
Table 89: General purpose cleaners, North America, expenditure per capita ($), 2003?08 122
Table 90: General purpose cleaners, North America, forecast expenditure per capita ($), 2008?13 123
Table 91: General purpose cleaners, North America, consumption per capita (liters), 2003?08 124
Table 92: General purpose cleaners, North America, forecast consumption per capita (liters), 2008?13 125
Table 93: Air fresheners, North America, value by segment ($m), 2003?08 126
Table 94: Air fresheners, North America, value forecast by segment ($m), 2008?13 127
Table 95: Air fresheners, North America, volume by segment (units, million), 2003?08 129
Table 96: Air fresheners, North America, volume forecast by segment (units, million), 2008?13 130
Table 97: Air fresheners, North America, company share by value (%), 2007?08 132
Table 98: Air fresheners, North America, value by company ($m), 2007?08 132
Table 99: Air fresheners, North America, distribution channels by value (%), 2007?08 134
Table 100: Air fresheners, North America, value by distribution channel ($m), 2007?08 134
Table 101: Air fresheners, North America, expenditure per capita ($), 2003?08 136
Table 102: Air fresheners, North America, forecast expenditure per capita ($), 2008?13 136
Table 103: Air fresheners, North America, consumption per capita (units), 2003?08 137
Table 104: Air fresheners, North America, forecast consumption per capita (units), 2008?13 137
Table 105: Bleach, North America, value by segment ($m), 2003?08 138
Table 106: Bleach, North America, value forecast by segment ($m), 2008?13 139
Table 107: Bleach, North America, volume by segment (kg/liters, million), 2003?08 141
Table 108: Bleach, North America, volume forecast by segment (kg/liters, million), 2008?13 142
Table 109: Bleach, North America, company share by value (%), 2007?08 144
Table 110: Bleach, North America, value by company ($m), 2007?08 144
Table 111: Bleach, North America, distribution channels by value (%), 2007?08 146
Table 112: Bleach, North America, value by distribution channel ($m), 2007?08 146
Table 113: Bleach, North America, expenditure per capita ($), 2003?08 148
Table 114: Bleach, North America, forecast expenditure per capita ($), 2008?13 148
Table 115: Bleach, North America, consumption per capita (kg/liters), 2003?08 149
Table 116: Bleach, North America, forecast consumption per capita (kg/liters), 2008?13 149
Table 117: Dishwashing products, North America, value by segment ($m), 2003?08 150
Table 118: Dishwashing products, North America, value forecast by segment ($m), 2008?13 151
Table 119: Dishwashing products, North America, volume by segment (units, million), 2003?08 153
Table 120: Dishwashing products, North America, volume forecast by segment (units, million), 2008?13 154
Table 121: Dishwashing products, North America, company share by value (%), 2007?08 156
Table 122: Dishwashing products, North America, value by company ($m), 2007?08 156
Table 123: Dishwashing products, North America, distribution channels by value (%), 2007?08 158
Table 124: Dishwashing products, North America, value by distribution channel ($m), 2007?08 158
Table 125: Dishwashing products, North America, expenditure per capita ($), 2003?08 160
Table 126: Dishwashing products, North America, forecast expenditure per capita ($), 2008?13 160
Table 127: Dishwashing products, North America, consumption per capita (units), 2003?08 161
Table 128: Dishwashing products, North America, forecast consumption per capita (units), 2008?13 161



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