Household
Household Care

Household Care in the US

USA

Euromonitor International's Household Care in the US market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

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Tables: 103  |  Publication date: Jul 2007
Cost: 
GBP1200.00

Why buy this report

  • Get insight into trends in market performance
  • Pinpoint growth sectors and identify factors driving change
  • Identify market and brand leaders and understand the competitive environment

Product coverage

Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products

Executive summary

Continued growth in 2006

The US household care industry grew moderately in current value terms in 2006, growing faster than in 2005 and previous years. Laundry care, the largest range of household care, drove growth in 2006, as did air care and dishwashing products. All three benefited from new product development accompanied by extensive advertising. Consumers proved willing to pay extra for added benefits such as a laundry detergent comprised of essential oils to offer new and relaxing fragrances such as Water Lily & Jasmine (Tide Simple Pleasures) and an air freshener that alternates between two complementary scents (Febreze Noticeables).

Going green

The “green” movement is becoming mainstream with consumers and manufacturers showing increased interest in environmental issues. Al Gore’s 2006 documentary, “An Inconvenient Truth” legitimised the issue of global warming for corporate America. The former US Vice President turned environmentalist is gaining fans in Hollywood and Wall Street – winning an Academy Award as well as being invited to speak at Wal-Mart Stores Inc. In November 2005, Wal-Mart CEO Lee Scott announced numerous environmental initiatives: to improve the fuel efficiency of its trucking fleet (the second largest in the US) by 25% in three years, doubling it within ten years; to reduce energy consumption in stores by 30%, and to reduce waste in US stores by 25% over three years. In September 2006, the company unveiled an initiative to reduce overall packaging by 5% by 2013, encouraging its 60,000 worldwide suppliers to cut usage and conserve natural resources. As a result, Procter & Gamble announced in May 2007 that it would convert its entire liquid laundry detergent line to a “2x” concentrated formulation beginning in September 2007.

Church & Dwight gains share by buying Orange Glo International

Church & Dwight Co Inc expanded its presence in laundry care, polishes, and surface care with its August 2006 acquisition of Orange Glo International for US$325 million. The purchase adds OxiClean stain remover, Kaboom bathroom cleaners, Orange Glo furniture polishes, and other household cleaning products. Procter & Gamble remains the leader in household care with its dominance of laundry care and dishwashing products. The company’s share and sales rose on the back of new product developments and continued marketing support for its leading brands, such as Tide and Downy. Procter & Gamble outperformed other laundry care manufacturers with its new Tide Simple Pleasures and Gain Joyful Expressions laundry detergents.

Discounters continue to gain share

While supermarkets/hypermarkets still accounts for the largest share of total value sales of household care products in the US, discounters such as Wal-Mart and club stores and dollar stores (both tracked in “Others”) have been growing their share at the expense of groceries. Wal-Mart and other discounters have succeeded in encouraging more frequent visits by expanding their food selections.

Sales declines ahead

Household care is projected to experience a decline in constant value terms between 2006 and 2011. Due to the maturity of the household care industry in the US, and the high level of household penetration for these products, it will be difficult to increase volume sales in the forecast period. Value sales and unit prices are also forecast to decline, as more consumers are expected to migrate to value-priced retailers such as Wal-Mart Stores and dollar stores. As a result, manufacturers will find it difficult to raise prices between 2006 and 2011. Surface care and air care are expected to show very slight gains over the forecast period. Within surface care, consumers’ concern about germs and bacteria should aid sales of antiseptics/disinfectants in the next few years. Due to maturity, electric air fresheners’ sales are projected to grow at a lower rate than that experienced between 2001 and 2006.

Table of contents

HOUSEHOLD CARE IN THE US : MARKET INSIGHT

EXECUTIVE SUMMARY

Continued growth in 2006

Going green

Church & Dwight gains share by buying Orange Glo International

Discounters continue to gain share

Sales declines ahead

KEY TRENDS AND DEVELOPMENTS

The growing green movement

Average households are becoming older and smaller

Americans want convenience

Private label loses share

Discount channels exert pricing pressure

Hispanic population growing the fastest

MARKET INDICATORS

Table 1 Households 2001-2006

MARKET DATA

Table 2 Sales of Household Care by Sector: Value 2001-2006

Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006

Table 4 Household Care Company Shares 2002-2006

Table 5 Household Care Brand Shares 2003-2006

Table 6 Penetration of Private Label by Sector 2002-2006

Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006

Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006

Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011

Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011

DEFINITIONS

LOCAL COMPANY PROFILES - USA

CHURCH & DWIGHT CO INC - HOUSEHOLD CARE - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 1 Church & Dwight Co Inc: Key Facts

Summary 2 Church & Dwight Co Inc: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 3 Church & Dwight Co, Inc: Competitive Position 2006

CLOROX CO, THE - HOUSEHOLD CARE - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Clorox Co, The: Key Facts

Summary 5 Clorox Co, The: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 6 Clorox Co, The: Competitive Position 2006

METHOD PRODUCTS INC - HOUSEHOLD CARE - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Method Products Inc: Key Facts

Summary 8 Method Products Inc: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

PHOENIX BRANDS LLC - HOUSEHOLD CARE - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Phoenix Brands LLC: Key Facts

Summary 10 Phoenix Brands LLC: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 11 Phoenix Brands LLC: Competitive Position 2006

PRESTIGE BRANDS INTERNATIONAL INC - HOUSEHOLD CARE - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 12 Prestige Brands International Inc: Key Facts

Summary 13 Prestige Brands International Inc: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 14 Prestige Brands International Inc: Competitive Position 2006

PROCTER & GAMBLE CO, THE - HOUSEHOLD CARE - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 15 Procter & Gamble Co, The: Key Facts

Summary 16 Procter & Gamble Co, The: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 17 Procter & Gamble Co, The: Competitive Position 2006

RECKITT BENCKISER INC - HOUSEHOLD CARE - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 18 Reckitt Benckiser Inc: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 19 Reckitt Benckiser Inc: Competitive Position 2006

SC JOHNSON & SON INC - HOUSEHOLD CARE - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 20 SC Johnson & Son Inc: Key Facts

Summary 21 SC Johnson & Son Inc: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 22 SC Johnson & Son Inc: Competitive Position 2006

SEVENTH GENERATION INC - HOUSEHOLD CARE - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 23 Seventh Generation Inc: Key Facts

Summary 24 Seventh Generation Inc: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

WD-40 CO - HOUSEHOLD CARE - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 25 WD-40 Company: Key Facts

Summary 26 WD-40 Company: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 27 WD-40 Company: Competitive Position 2006

LAUNDRY CARE IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 11 Household Penetration of Washing Machines 2001-2006

SECTOR DATA

Table 12 Sales of Laundry Care by Subsector: Value 2001-2006

Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006

Table 14 Sales of Laundry Detergents by Type: Value 2001-2006

Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006

Table 16 Sales of Biological versus Non-biological Automatic Detergents: % Analysis 2006

Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006

Table 18 Sales of Laundry Aids by Type: Value 2001-2006

Table 19 Sales of Laundry Aids by Type: % Value Growth 2001-2006

Table 20 Laundry Care Company Shares 2002-2006

Table 21 Laundry Care Brand Shares 2003-2006

Table 22 Laundry Detergents Company Shares 2002-2006

Table 23 Laundry Detergents Brand Shares 2003-2006

Table 24 Laundry Aids Company Shares 2002-2006

Table 25 Laundry Aids Brand Shares 2003-2006

Table 26 Forecast Sales of Laundry Care by Subsector: Value 2006-2011

Table 27 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011

DISHWASHING PRODUCTS IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 28 Household Penetration of Dishwashers 2001-2006

SECTOR DATA

Table 29 Sales of Dishwashing Products by Subsector: Value 2001-2006

Table 30 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006

Table 31 Dishwashing Products Company Shares 2002-2006

Table 32 Dishwashing Products Brand Shares 2003-2006

Table 33 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011

Table 34 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011

SURFACE CARE IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 35 Sales of Surface Care by Subsector: Value 2001-2006

Table 36 Sales of Surface Care by Subsector: % Value Growth 2001-2006

Table 37 Sales of Wipes by Type: Value 2001-2006

Table 38 Sales of Wipes by Type: % Value Growth 2001-2006

Table 39 Surface Care Company Shares 2002-2006

Table 40 Surface Care Brand Shares 2003-2006

Table 41 Wipes Company Shares 2002-2006

Table 42 Wipes Brand Shares 2003-2006

Table 43 Forecast Sales of Surface Care by Subsector: Value 2006-2011

Table 44 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011

CHLORINE BLEACH IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 45 Sales of Chlorine Bleach: Value 2001-2006

Table 46 Sales of Chlorine Bleach: % Value Growth 2001-2006

Table 47 Chlorine Bleach by Type: % Value Analysis 2005-2006

Table 48 Chlorine Bleach Company Shares 2002-2006

Table 49 Chlorine Bleach Brand Shares 2003-2006

Table 50 Forecast Sales of Chlorine Bleach: Value 2006-2011

Table 51 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011

TOILET CARE PRODUCTS IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 52 Sales of Toilet Care Products by Subsector: Value 2001-2006

Table 53 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006

Table 54 Toilet Care Products Company Shares 2002-2006

Table 55 Toilet Care Products Brand Shares 2003-2006

Table 56 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011

Table 57 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011

POLISHES IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 58 Sales of Polishes by Subsector: Value 2001-2006

Table 59 Sales of Polishes by Subsector: % Value Growth 2001-2006

Table 60 Polishes Company Shares 2002-2006

Table 61 Polishes Brand Shares 2003-2006

Table 62 Forecast Sales of Polishes by Subsector: Value 2006-2011

Table 63 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011

AIR CARE IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 64 Sales of Air Care by Subsector: Value 2001-2006

Table 65 Sales of Air Care by Subsector: % Value Growth 2001-2006

Table 66 Leading Fragrances for Air Care 2006

Table 67 Air Care Company Shares 2002-2006

Table 68 Air Care Brand Shares 2003-2006

Table 69 Forecast Sales of Air Care by Subsector: Value 2006-2011

Table 70 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011

INSECTICIDES IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 71 Sales of Insecticides by Subsector: Value 2001-2006

Table 72 Sales of Insecticides by Subsector: % Value Growth 2001-2006

Table 73 Insecticides Company Shares 2002-2006

Table 74 Insecticides Brand Shares 2003-2006

Table 75 Forecast Sales of Insecticides by Subsector: Value 2006-2011

Table 76 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011

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