Overview 1
Catalyst 1
Summary 1
Executive Summary 2
Introduction 3
Product Launch Analytics 3
Market Data Analytics 3
New Consumer Insight reports 4
The Country Statistics Database 4
Company Intelligence 4
What this report is about 5
How to use this report 5
Market definition 6
Table of Contents 7
List of Figures 8
List of Tables 9
Country Overview 10
Economic overview 10
Demographic overview 11
Household Products Market Profile 13
The US household products market value and growth 13
Household products market: a global perspective 14
Overview 14
Comparison with developed economies 15
Household Products Categories 17
The US household products categories by value 17
Leading categories 17
Future prospects 20
Key Trends 23
Demographic and economic trends 24
Immigration causing a steady population increase 24
Consumer trends 25
Demand for value offerings, not just cheaper products spells opportunity for value oriented brands 25
Concerns about health and wellbeing are influencing sales in the insecticides and general purpose cleaners categories 28
Convenience and efficacy have a significant influence on consumers' household cleaning choices 30
Industry trends 31
Private labels gain popularity as price competition tightens 31
Going green is the way ahead for building brands 34
Innovation is a key driver of market value as new opportunities surface 35
Niche products are carving new market opportunities 36
Competitive Landscape in the US 38
Leading players and their shares 38
Portfolio brands of key players 39
Presence of leading players in various categories of the household products market 40
Key players by categories and their ranks 41
Leading local player profiles 43
Procter & Gamble 43
Kimberly-Clark 43
S.C. Johnson & Son 43
Georgia-Pacific 44
Clorox Company 44
Recent M&A deals 44
New Product Launches in the US 47
Overview 47
Product launches by top players 48
Conclusion 49
Highlights 49
Research Methodology 50
Methodology overview 50
Secondary research 51
Market modeling 52
Creating an initial data model 52
Revising the initial data model 52
Creating a final estimate 52
Creating demographic value splits 53
Primary research 53
Data finalization 53
Ongoing research 54
Appendix 55
Further reading 55
Feedback 55
Ask the analyst 55
Datamonitor consulting 55
Disclaimer 55
List of Tables
Table 1: Household products market definitions 6
Table 2: Population growth rates in the developed economies, 2004-14e 16
Table 3: Household products market: examples of M&A deals in 2009-10 45
Table 4: US household products market: top 10 players by company share and product launches 48
List of Figures
Figure 1: Real GDP and real GDP growth rate in the US, 2004-14e 10
Figure 2: Real GDP growth in the US and other developed economies, 2004-14e 11
Figure 3: Population in the US by age groups and median age, 2004-14e 12
Figure 4: US household products market sales, 2004-14e 13
Figure 5: US household products market sales (2009) and growth (2008-09) compared to other leading nations 14
Figure 6: Household products market per capita expenditure and growth in developed economies, 2004-14e 15
Figure 7: Household products market growth in developed economies, 2004-14e 16
Figure 8: US household products market: category values, 2009 17
Figure 9: Reduction in the size of the toilet paper products in the US 18
Figure 10: US household products market: leading categories in terms of 2008-09 growth (%) 19
Figure 11: US household products market value and growth by categories, 2004-09 and 2009-14e 20
Figure 12: Offerings positioned as alternatives to bleach products 22
Figure 13: Consumer confidence index in the US, 2007-10 23
Figure 14: Legal permanent resident flow to the US by country of origin, 2007-09 24
Figure 15: Flow of legal permanent residents into the US by state of residence, 2007-09 25
Figure 16: Higher value offering from Procter & Gamble in the laundry detergent segment 26
Figure 17: New Purex product offerings, which appeal to price sensitive consumers looking for value products 27
Figure 18: Level of influence various factors have on consumer perceptions of value for money, 2010 28
Figure 19: Percentage of consumers concerned by health and wellbeing factors relating to household products, 2010 29
Figure 20: Consumer responses to questions related to daily housework 31
Figure 21: Consumer responses to questions regarding private label brands in the household products market 32
Figure 22: Consumer responses to environment-related factors 35
Figure 23: Product concepts that have evolved over the past few years 37
Figure 24: US household products market: leading players and their ranks, 2009 38
Figure 25: US household products market: brand portfolio of key players 39
Figure 26: US household products market: presence of the key players across categories, 2009 40
Figure 27: US household products market: category share of top five players compared to other competitors, by category, 2009 41
Figure 28: US household products market: top three players by category, 2009 42
Figure 29: US household products market: new product launches by category, 2009 (percentage contribution) 47
Figure 30: Conclusion 49
Figure 31: Annual data review process 51
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