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The U.S. Market for Household Cleaning Products

The U.S. Market for Household Cleaning Products

The U.S. household cleaning products industry has struggled since 2000. Mass-market sales, which stood at $4155.1 million in 2000, tapered to $3971.4 million in 2004. Much of the blame for this can be placed squarely on changing consumers cleaning habits, erring on the side of messy and inconsistent. New cleaning products on the market fit faster-paced lifestyles and are changing household demographics.

Packaged Facts' report, The U.S. Market for Household Cleaning Products, explores why activities such as window cleaning have taken a backseat to easier or more necessary cleaning activities, causing mixed results in the market and how this will affect the marketplace in the future. This report looks at the cleaning product categories (treated wipes, floor cleaners, air fresheners and toilet bowl cleaners) that fared well in 2004, and those (dishwashing products, furniture cleaners, and glass cleaners) that have faltered, fueling an overall negative market result.

While the household cleaning products industry is in desperate need of an infusion, cleaning products marketers and manufacturers should not despair. New cleaning products on the market attest to the fact that while consumers in the cleaning products market are unlikely to revert back to old cleaning behaviors, they are willing to try new product innovations, especially those that are adapted to meet their new cleaning needs.

Report Methodology

The information in The U.S. Market for Household Cleaning Products is based on both primary and secondary research. Primary research involved an examination of the retail milieu, discussions with marketing, public relations and industry analysts within the household cleaning products market and consultants to the cleaning products industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures primarily from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for 2004. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

The report looks at key segments of the household cleaning products category, examining trends for growth and projecting sales of products through 2009. It analyzes consumer demographics and their current and projected impact on sales of household cleaning products. It provides up-to-date competitive profiles of marketers of household cleaning products and brands and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the household cleaning products industry.

Household Cleaning Products Industry Segmentation


The U.S. Market for Household Cleaning Products makes important predictions and recommendations regarding the future of the household cleaning products industry, and pinpoints ways current and prospective cleaning products marketers can capitalize on current consumer trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Household Cleaning Products offers.

The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • The Consumer
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report

If your company is already competing in the household cleaning products industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current household cleaning products industry, as well as projected sales and consumer trends through 2009. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the household cleaning products consumer based on Simmons data.

The U.S. Market for Household Cleaning Products will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for household cleaning products
  • Research and development professionals stay on top of competitor initiatives and explore demand for household cleaning products.
  • Advertising agencies working with clients in the household cleaning products industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Report Scope and Methodology
      • Scope
      • Methodology
    • The Market
      • Market Composition
        • Table IRI-Tracked Sales of House Cleaning Categories, 2003-2004 (in million $)
    • Key Trends and Market Forecast
      • Changing Household Demographics
      • Natural Products
      • Innovation
      • Market Forecast
        • Table U.S. House Cleaner Market Retail Sales Projections, 2005-2009 (in billion $)
    • The Marketers
      • Table U.S. Sales of Top 10 House Cleaner Marketers, 2003-2004 (in million $)
      • Table U.S. Sales of Top 10 House Cleaner Brands, 2003-2004, (in million $)
      • Marketing Initiatives
    • The Consumer
  • The Market
    • Introduction
      • Product Description
    • Industry Overview
      • Market Composition
        • Table IRI-Tracked Sales of Household Cleaner Categories, 2000-2004 (in million $)
        • Table U.S. Household Cleaners Categories' Share, 2000-2004 (%)
    • Growth Factors
      • Non-Toxic, Eco-friendly Products
      • Innovation
      • Pre-treated Cleaners
      • Misleading Product Labels A Major Challenge
    • Market Forecast
  • The Marketers
    • Air Fresheners
      • Market Size and Growth
        • Table IRI-Tracked Air Freshener Sales, 2000-2004 (in million $)
      • Marketers
        • Table IRI-Tracked Sales of Top 10 Air Freshener Marketers (in million $)
        • Table U.S. Top 10 Air freshener Marketers' Share, 2000-2004 (%)
      • Brands
        • Table IRI-Tracked Sales of Top 10 Air Freshener Brands, 2000-2004 (in million $)
      • New Product Introductions
        • Table New Air Fresheners Product Introductions, 2004
      • Market Forecast: Air Fresheners
        • Table Projected Air Fresheners Market, 2005-2009 (in million $)
    • Dish Soap & Dishwashing Detergents
    • Dish Soaps
      • Market Size and Growth
        • Table IRI-Tracked Dish Soap Sales, 2000-2004 (in million $)
      • Marketers
        • Table IRI-Tracked Sales of Top 10 Dish Detergent Marketers, 2000-2004 (in million $)
        • Table U.S. Market Shares of Top 10 Dish Detergent Marketers, 2000-2004 (%)
      • Brands
        • Table IRI-Tracked Sales of Top 10 Dish Soap Brands (in million $)
    • Dishwasher Detergent
      • Market Size and Growth
        • Table IRI-Tracked Dishwasher Detergent Sales, 2000-2004 (in million $)
      • Marketers
        • Table IRI-Tracked Sales of Top 10 Dishwasher Detergent Marketers (in million $)
        • Table U.S. Market Share of Top 10 Dishwasher Detergent Marketers (in million $)
      • Brands
        • Table IRI-Tracked Sales of Top 10 Dishwasher Detergents Brands (in million $)
      • New Product Introductions: Dish Detergent
        • Table Dish Detergent Product Introductions, 2004
      • Market Forecast: Dish Detergents
        • Table Projected Dish Detergent Market, 2005-2009 (in million $)
    • Floor Cleaners
      • Market Size and Growth
        • Table IRI-Tracked Floor Cleaner Sales, 2000-2004 (in million $)
      • Marketers
        • Table IRI-Tracked Sales of Top 10 Floor Cleaner Marketers (in million $)
        • Table U.S. Market Share Top 10 Floor Cleaners Marketers, 2000-2004 (%)
      • Brands
        • Table IRI-Tracked Sales of Top 10 Floor Cleaner Brands (in million $)
      • New Product Introductions: Floor Cleaners
        • Table U.S. Floor Cleaner Category, New Product Introductions, 2004
      • Market Forecast: Floor Cleaners
        • Table Projected Floor Cleaners Market, 2005-2009 (in million $)
    • Furniture/Upholstery Cleaners
      • Market Size and Growth
        • Table IRI-Tracked Furniture/Upholstery Cleaner Sales, 2000-2004 (in million $)
      • Marketers
        • Table IRI-Tracked Sales of Top 10 Furniture/Upholstery Cleaner Marketers, 2000-2004 (in million $)
        • Table U.S. Market Shares of Top 10 Furniture/Upholstery Cleaner Marketers (%)
      • Brands
        • Table IRI-Tracked Sales of Top 10 Furniture/Upholstery Cleaner Brands, (in million $)
      • New Product Introductions
        • Table Furniture/Upholstery Cleaners Product Introductions, 2004
      • Market Forecast: Furniture/Upholstery Cleaners
        • Table Projected Furniture/Upholstery Cleaner Market, 2005-2009 (in million $)
    • Treated Scouring Pads and Wipes
      • Market Size and Growth
        • Table IRI-Tracked Sales of Treated Scouring Pads/Wipes, 2000-2004 (in million $)
      • Marketers
        • Table IRI-Tracked Sales of Top 10 Treated Scouring Pads/Wipes Marketers, 2000-2004 (in million $)
        • Table U.S. Market Shares of Top 10 Treated Scouring Pads/Wipes Marketers, 2000-2004 (%)
      • Brands
        • Table IRI-Tracked Sales of Top 10 Treated Scouring Pads/Wipes Brands, 2000-2004 (in million $)
      • New Product Introductions
        • Table Treated Scouring Pads/Wipes Product Introductions, 2004
      • Market Forecast: Treated Scouring Pads/Wipes
        • Table Projected Treated Scouring Pads/Wipes Market, 2005-2009 (in million $)
    • Bathroom Cleaners
      • Market Size and Growth
        • Table IRI-Tracked Sales of Bathroom Cleaners, 2000-2004 (in million $)
      • Marketers
        • Table IRI-Tracked Sales of Top 10 Bathroom Cleaner Marketers, 2000-2004 (in million $)
        • Table U.S. Market Shares of Top 10 Bathroom Cleaner Marketers, 2000-2004 (%)
      • Brands
        • Table IRI-Tracked Sales of Top 10 Bathroom Cleaner Brands, 2000-2004 (in million $)
      • New Product Introductions
        • Table Bathroom Cleaners Product Introductions, 2004
      • Market Forecast: Bathroom Cleaners
        • Table Projected Bathroom Cleaner Market, 2005-2009 (in million $)
    • Multipurpose Cleaners
      • Market Size and Growth
        • Table IRI-Tracked Sales of Multipurpose Cleaners, 2000-2004 (in million $)
      • Marketers
        • Table IRI-Tracked Sales of Top 10 Multipurpose Cleaner Marketers, 2000-2004 (in million $)
        • Table U.S. Market Shares of Top 10 Multipurpose Cleaner Marketers, 2000-2004 (%)
      • Brands
        • Table IRI-Tracked Sales of Top 10 Multipurpose Cleaner Brands, 2000-2004 (in million $)
      • New Product Introductions
        • Table Multipurpose Cleaner Product Introductions
      • Market Forecast: Multipurpose Cleaners
        • Table Projected Multipurpose Cleaner Market, 2005-2009 (in million $)
    • Glass Cleaner
      • Market Size and Growth
        • Table IRI-Tracked Sales of Glass Cleaners, 2000-2004 (in million $)
      • Marketers
        • Table IRI-Tracked Sales of Top 10 Glass Cleaners Marketers, 2000-2004 (in million $)
        • Table U.S. Market Shares of Top 10 Glass Cleaner Marketers, 2000-2004 (%)
      • Brands
        • Table IRI-Tracked Sales of Top 10 Glass Cleaner Brands, 2000-2004 (in million $)
      • Market Forecast: Glass Cleaners
        • Table Projected Glass Cleaner Market, 2005-2009 (in million $)
    • Oven/Appliance Cleaners
      • Table IRI-Tracked Sales of Appliance Cleaners, 2000-2004 (in million $)
      • Marketers
        • Table IRI-Tracked Sales of Top 10 Appliance Cleaner Marketers, 2000-2004 (in million $)
        • Table U.S. Market Shares of Top 10 Appliance Cleaner Marketers, 2000-2004 (%)
      • Brands
        • Table IRI-Tracked Sales of Top 10 Appliance Cleaner Brands, 2000-2004 (in million $)
      • Market Forecast: Appliance Cleaners
        • Table Projected Appliance Cleaner Market, 2005-2009 (in million $)
    • Miscellaneous
      • Market Size and Growth
        • Table IRI-Tracked Sales of Miscellaneous Home Cleaning Products, 2000-2004 (in million $)
      • Marketers
        • Table IRI-Tracked Sales of Top 10 Miscellaneous Home Cleaning Product Marketers, 2000-2004 (in million $)
        • Table U.S. Top 10 Miscellaneous Home Cleaning Product Marketers' Shares, 2000-2004 (%)
      • Brands
        • Table U.S. Top 10 Miscellaneous Home Cleaning Brands' IRI-Tracked Sales, 2000-2004 (in million $)
      • Market Forecast: Miscellaenous Cleaners
        • Table Projected Miscellaneous Home Cleaning Market, 2005-2009 (in million $)
    • Private Label Products
      • Table IRI-Tracked Sales of Private Label House Cleaning Products, 2000-2004, (in million $)
      • Table IRI-Tracked Category Sales of Private Label Household Cleaning Products, 2000-2004 (in million $)
  • Company Profiles
    • Procter & Gamble (P&G)
      • Overview
        • Table P&G Top Home Cleaning Brand Portfolio
    • Reckitt Benckiser Inc.
      • Overview
        • Table Reckitt Benckiser Top Home Cleaning Brand Portfolio
    • SC Johnson & Son Inc.
      • Overview
        • Table SC Johnson & Son Inc. Top Home Cleaning Brand Portfolio
    • The Clorox Company
      • Overview
        • Table Clorox Company Top Home Cleaning Brand Portfolio
    • Colgate-Palmolive Company Ltd.
      • Overview
        • Table Colgate-Palmolive Top Home Cleaning Brand Portfolio
    • 3M
      • Overview
        • Table 3M Top Home Cleaning Brand Portfolio
    • Church & Dwight Co. Inc.
      • Overview
        • Table Church & Dwight Co. Inc. Top Home Cleaning Brand Portfolio
    • WD-40 Co.
      • Overview
        • Table WD-40 Co. Inc. Top Home Cleaning Brand Portfolio
    • Prestige Brands Holdings Inc.
      • Overview
        • Table Prestige Brands Holdings Inc. Top Home Cleaning Brand Portfolio
    • HomeCare Labs Inc.
      • Overview
        • Table HomeCare Labs Inc. Top Home Cleaning Brand Portfolio
    • The Dial Corporation
      • Overview
        • Table Dial Corporation Top Home Cleaning Brand Portfolio
    • Rug Doctor
      • Overview
    • Bissell Homecare Inc.
      • Overview
        • Table Bissell Homecare Inc. Top Home Cleaning Brand Portfolio
    • Sara Lee Household & Body Care
      • Overview
        • Table Sara Lee Corporation Top Home Cleaning Brand Portfolio
  • Marketing Dynamics
    • Overview
    • Advertising
      • SC Johnson & Son Leads
        • Table Top U.S. Household Cleaner Marketers by Ad Spend, 2004
        • Table Top 10 U.S. Household Cleaner Brands by Ad Spend, 2004
    • Retailing
      • FSI Coupon Distribution Declines
        • Table Top 10 FSI Product Types by Coupons Distributed, 2003-2004 (in million $)
      • Online Coupons
    • Promotions
      • Couch Appreciation Month
      • Cross-branding
      • Lysol – Court TV
      • Lysol & The Great American Cleanup
    • New Product Introductions
      • Table Top 10 U.S. Household Cleaner Marketers by New Product SKUs Launched, 2004
      • Table Top U.S. Household Cleaner Brands by New Product SKUs Launched, 2004
      • Formulation Innovations
        • Table U.S. Household Cleaning Products Launched, Based on Innovative Formulations, 2004
        • Table U.S. Household Cleaning Products Launched, Based on Innovative Formulations & Positioning, 2004
      • Packaging Innovations
        • Table U.S. Household Cleaning Products Launched, Based on Innovative Packaging, 2004
        • Table U.S. Household Cleaning Products Launched, Based on Other Innovations, 2004
      • Natural Products Form Bulk of Product Launches
        • Table U.S. Air Fresheners Launched with `Natural' Package Tag, 2004
        • Table U.S. Miscellaneous Cleaners Launched with `Natural' Package Tag, 2004
        • Table U.S. Dish Detergents Launched with `Natural' Package Tag, 2004
        • Table U.S. Dish Detergents Launched with `Biodegradable' Package Tag, 2004
        • Table U.S.Furniture / Upholstery Cleaners Launched with `Natural' Package Tag, 2004
        • Table U.S. All-Purpose Cleaners Launched with `Natural' Package Tag, 2004
        • Table U.S. Toilet Cleaners Launched with `Natural' Package Tag, 2004
        • Table U.S. Household Cleaners Launched with `No Chemicals' Package Tag, 2004
      • Biodegradable Products
        • Table U.S. Household Cleaners Launched with `Biodegradable' Package Tag, 2004
        • Table U.S. Air Fresheners Launched with `Reusable' Package Tag, 2004
        • Table U.S. Other Household Cleaners Launched with `Reusable' Package Tag, 2004
      • Convenience
        • Table U.S. All-Purpose Cleaners & Disinfectants Launched with `Quick' Package Tag, 2004
        • Table U.S. Other Household Cleaning Products Launched with `Quick' Package Tag, 2004
        • Table U.S. Deodorizers & Air Fresheners Launched with `Quick' Package Tag, 2004
        • Table U.S. Floor Cleaners Launched with `Quick' Package Tag, 2004
        • Table U.S. Furniture / Upholstery Cleaners Launched with `Quick' Package Tag, 2004
        • Table U.S. Toilet Cleaners Launched with `Quick' Package Tag, 2004
      • Consumers Willing to Spend
        • Table U.S. Other Household Cleaning Products Launched with `Upscale' Package Tag, 2004
        • Table U.S. Deodorizers & Air Fresheners Launched with `Upscale' Package Tag, 2004
        • Table U.S. Dish Soaps & Detergents Launched with `Upscale' Package Tag, 2004
        • Table U.S. All-Purpose Cleaners Launched with `Upscale' Package Tag, 2004
    • Scented Products Take Center Stage
      • Table U.S. Scented All-Purpose Cleaners Launched, 2004
      • Table U.S. Scented Pre-Treated Wipes / Pads Launched, 2004
      • Table U.S. Scented Dish Detergents Launched, 2004
      • Table U.S. Scented Floor Cleaners Launched, 2004
      • Table U.S. Scented Furniture / Upholstery Cleaners Launched, 2004
      • Table U.S. Scented All Purpose Cleaners Launched, 2004
      • Table U.S. Scented Toilet Cleaners Launched, 2004
  • The Consumer
    • Air Fresheners
      • Table Demographic Profile of Adult U.S. Air Freshener Consumer, 2004
      • Frequency of Use
        • Table U.S. Air Freshener Usage Rate, 2004
      • Brand Preferences
        • Table Brand Preferences for Air Fresheners, 2004 (%)
        • Table Consumer Profile: Glade Air Freshener
    • Dishwashing Liquid & Dishwasher Detergent
      • Table Demographic Profile of Adult U.S. Dishwashing Liquid Consumers, 2004
      • Brand Preference
        • Table Percentage of U.S. Consumers Favoring Dishwashing Liquid by Brand
        • Table Consumer Profile: Dawn Dishwashing Liquid
        • Table Consumer Profile: Palmolive Dishwashing Liquid
      • Nearly 40% Hand Wash At Least 2 Loads of Dishes Daily
        • Table U.S. Consumer Rate of Dish Loads Hand Washed Per Week
      • Automatic Dishwasher Detergent
        • Table Users of Automatic Dishwasher Detergent by Household Income (%)
        • Table Demographic Profile of Adult U.S. Automatic Dishwasher Detergent Consumers, 2004
      • Brand Preference
        • Table U.S. Consumers Favoring Automatic Dishwasher Detergent by Brand, 2004
        • Table Consumer Profile: Cascade
      • Dishwasher Use Less Than Hand-Washing
        • Table U.S. Automatic Dishwasher Detergent Usage Rate, 2004
    • Bathroom & Toilet Bowl Cleaners
      • Table Demographic Profile of Adult U.S. Bathroom Cleaner Consumers, 2004
      • Most Use Clorox to Clean Toilet Bowls
        • Table U.S. Consumers Favoring In-Bowl Toilet Cleaner by Brand, 2004 (%)
        • Table U.S. Consumers Favoring In-Tank Toilet Bowl Cleaner by Brand, 2004 (%)
      • A Little Goes a Long Way
        • Table U.S. In-Bowl Toilet Cleaner Usage Rate, 2004 (%)
        • Table U.S. In-Tank Toilet Bowl Cleaner Usage Rate, 2004 (%)
    • Floor Cleaners
      • Table Demographic Profile of Adult U.S. Floor Cleaner Consumers, 2004
      • Mop & Glo Tops the Brand Preference List
        • Table U.S. Consumers Favoring Floor Cleaners by Brand, 2004 (%)
      • Slow Rate of Use for Floor Cleaners
        • Table Floor wax/Polish Usage Rate, 2004 (%)
    • Multipurpose Household Cleaners
      • Table Demographic Profile of Adult U.S. Multipurpose Household Cleaner Consumers, 2004
      • Clorox Clean Ups Top-Cited Brand
        • Table U.S. Consumers Favoring Multipurpose Household Cleaners by Brand, 2004 (%)
      • Nearly Half of Consumers Use At Least 5 Containers
        • Table U.S. Multipurpose Cleaners Usage Rate, 2004 (%)
    • Scouring Pads & Metal Polish/Cleaner
      • Table Demographic Profile of Adult U.S. Scouring Pad/Metal Polish Consumers, 2004
      • Brillo, Scotch Brite Top Brands
        • Table U.S. Consumers Favoring Treated Scouring Pad/Sponges by Brand, 2004 (%)
      • Usage Rate
        • Table Scouring Pads/Sponges Usage Rate, 2004 (%)
    • Oven Cleaners
      • Table Demographic Profile of Adult U.S. Appliance Cleaner Consumers, 2004
      • Easy Off Overshadows Other Brands
        • Table Top Oven-Cleaning Brands, 2004 (%)
    • Furniture/Upholstery Cleaners
      • Table Demographic Profile of Adult U.S. Furniture/Upholstery Cleaner Consumers, 2004 (index)
      • Table Demographic Profile of Adult U.S. Furniture/Upholstery Cleaner Consumers, 2004 (index)
      • Brand Preference
        • Table Consumers Favoring Rug Cleaners/Shampoos by Brand, 2004 (%)
        • Table Consumers Favoring Rug Deodorizer/Freshener by Brand, 2004 (%)
        • Table Consumer Profile: Febreze Carpet Deodorizer
      • Usage Rate
        • Table Rug Cleaners/Shampoos Usage Rate, 2004 (%)
        • Table Rug Deodorizer/Freshener Usage Rate, 2004 (%)
    • Glass Cleaners
      • Table Demographic Profile of Adult U.S. Glass Cleaner Consumers, 2004
      • Windex Wipes-Up
        • Table Consumers Favoring Glass Cleaner by Brand, 2004 (%)
        • Table Consumer Profile: Windex
  • Key Trends
    • Growth in Dual Income Households
      • Table U.S. Households with Two Earning Members, 1999-2003, (in millions)
      • Increasing Food Expenditure Outside Homes
        • Table U.S. Household Annual Food Expenditure Away from Home
      • Faster Growth in Number of Two-Member Households
        • Table U.S. Households by Number of Members (millions)
      • Non-Toxic, Eco-Friendly Products
      • Product Innovation
      • Pre-treated Cleaners
      • Product Labeling
  • Addresses of Selected Marketers

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