MarketLooks: Household Cleaning Products in the U.S.

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The following is the abstract from the full report:
The U.S. market for household cleaning products cleaned up post-2001. The market bounced back from a slowdown and grew an estimated 10% in 2004, to $7.1 billion. Packaged Facts estimates the U.S. market for household cleaning products continued to grow, but at a slower pace to $7.3 billion in 2007.

Packaged Facts forecasts the U.S. market for household cleaning products to grow at a CAGR of two percent through 2012 to reach $8.1 billion. A possible pullback in consumer spending will likely keep growth low overall in 2008 and may last into 2009.

Packaged Facts sees several factors affecting growth and offering opportunities for those nimble enough to take advantage. The sweet spot for accelerated growth and highly profitable sales may be higher-end, eco-friendly products targeted at consumers’ desire for ease-of-use and convenience. Packaged Facts expects more consumers to make cleaning a lifestyle choice rather than simply a sanitary chore; accelerated growth of two-person households causing increased spend on household cleaning; and consumer interest in the new wave of private label products will also be significant drivers going forward:

This report presents a detailed performance analysis of the U.S. household cleaning products market. The report outlines key issues and trends affecting the overall market and analyzes the different product categories. The report also identifies major players and brands and analyzes their performance in terms of sales and market share. Market size data are provided for 2003-2007 and projections for the period 2008-2012 are also provided.

For the purpose of this report, the household cleaning products market has been defined as comprising six broad categories:

• Dish Detergents
• Bathroom Cleaners
• General Household Cleaners
• Furniture & Floor Cleaners
• Wipes & Scouring Pads
• Miscellaneous Cleaners

Research Methodology

The information in this report was obtained from both primary and secondary research. Primary research entailed consultations with industry sources and on-site examinations of the retail sector. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports.

For the mass market, Packaged Facts estimated sales and market share primarily based on data from IRI. The consumer demographics analysis was developed using data from the Simmons Market Research Bureau (New York, NY) fall 2007 consumer survey. Information on new product introductions was derived from reports in the trade press and through Productscan Online, a Datamonitor service.