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Household Cleaning Products in the U.S.

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.


  • Executive Summary
    • Methodology
    • Market Size and Growth
      • Total U.S. Market Peaks at $7.3 Billion
        • Table Total U.S. Retail Market for Household Cleaning Products and Year-over-Year Percentage Change,
        • Table Total U.S. Retail Market for Household Cleaning Products by Category, 2003-2007 (in million $)
      • Trends Differ Among IRI-Tracked Mass Retailers
        • Table IRI-Tracked Sales for Household Cleaning Products by Category, 2003-2007 (in million $)
      • Top Marketers
        • Table IRI-Tracked Sales for Household Cleaning Products by Marketer, 2003-2007 (in million $)
      • Top Brands
        • Table IRI-Tracked Sales for Household Cleaning Products by Brand, 2003-2007 (in million $)
    • Market Forecast
      • Total U.S. Market to Reach $8.1 Billion
    • Competitor Overview
    • Trends and Opportunities
      • Household Cleaning and the Economy
        • Table U.S. Household Food Expenditures: Total, at Home and Away From Home, 2002-2006 (in million $)
      • Consumer Expenditures and Changing Household Demographics
        • Table Average U.S. Household Consumer Expenditures: Total, Housekeeping Supplies and Laundry &
        • Table U.S. Households by Number of Members, 2002-2006 (in millions)
        • Table Total Estimated U.S. Household Spending on Laundry & Household Cleaning Supplies by
      • How Clean Is Your House?
      • "Green" Growth
      • A Culture of Health & Wellness
      • Private Label Cleans Up
    • Advertising and Promotion Trends
      • Putting the Fun into Functional
      • Taking Online Further
      • Ask and They Will Input
      • Word-of-Mouth Good … If It's Good
      • Do-Good Marketing
      • Restage or Bust
      • Coupon Comeback?
      • Core Company Values and Commitment Important
      • Tap into Celebrity
      • Product Placement Works in Reality
    • Retail Trends
      • Green Products Make Their Play on the Shelf
      • P&G and Clorox Boost Performance Outside of Wal-Mart
      • Moving Merchandise Faster at Other Retailers
      • Consumer Channel Shifting
      • In-Store Marketing at the Expense of Experience
      • Non-Traditional Outlets a Hot Opportunity
      • Hybrid Goes for It All
      • Opportunity in Special Needs
      • Ooh That Smell
    • Household Cleaning Product Usage
      • Table Household Penetration of Household Cleaning Products by Segment, 2004-2007 (%)
  • The Market
    • Report Scope
      • Methodology
    • Market Size and Growth
      • Total U.S. Market Peaks at $7.3 Billion
        • Table Total U.S. Retail Market for Household Cleaning Products and Year-over-Year Percentage Change,
        • Table Total U.S. Retail Market for Household Cleaning Products by Category, 2003-2007 (in million $)
      • Trends Differ Among IRI-Tracked Mass Retailers
        • Table IRI-Tracked Sales for Household Cleaning Products by Category, 2003-2007 (in million $)
      • Top Marketers
        • Table IRI-Tracked Sales for Household Cleaning Products by Marketer, 2003-2007 (in million $)
      • Top Brands
        • Table IRI-Tracked Sales for Household Cleaning Products by Brand, 2003-2007 (in million $)
    • Market Forecast
      • Total U.S. Market to Reach $8.1 Billion
      • Factors to Growth
        • Table Total U.S. Retail Market Forecast for Household Cleaning Products and Year-over-Year Percentage
  • Dish Detergents Category
    • Market Size and Growth
      • Table IRI-Tracked Dish Detergent Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million
      • Segment Size and Growth
        • Table IRI-Tracked Dish Detergent Sales by Segment, 2003-2007(e) (in million $)
    • Hand Dishwashing Detergents Segment
      • Table IRI-Tracked Hand Dishwashing Detergent Sales and Year-over-Year Percentage Change, 2003-
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Hand Dishwashing Detergent Volume & Unit Sales and Price by Volume & Unit, 2006
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Hand Dishwashing Detergent Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Hand Dishwashing Detergent Brands, 2003-2007(e) (in million $)
    • Automatic Dishwasher Detergents Segment
      • Table IRI-Tracked Automatic Dishwasher Detergent Sales and Year-over-Year Percentage Change, 2003-
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Automatic Dishwasher Detergent Volume & Unit Sales and Price by Volume & Unit,
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Automatic Dishwasher Detergent Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Automatic Dishwasher Detergent Brands, 2003-2007(e) (in million $)
  • Bathroom Cleaners Category
    • Market Size and Growth
      • Table IRI-Tracked Bathroom Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in
      • Segment Size and Growth
        • Table IRI-Tracked Bathroom Cleaner Sales by Segment, 2003-2007(e) (in million $)
    • Non-Abrasive Tub/Tile Cleaners Segment
      • Table IRI-Tracked Non-Abrasive Tub/Tile Cleaner Sales and Year-over-Year Percentage Change, 2003-
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Non-Abrasive Tub/Tile Cleaner Volume & Unit Sales and Price by Volume & Unit,
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Non-Abrasive Tub/Tile Cleaner Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Non-Abrasive Tub/Tile Cleaner Brands, 2003-2007(e) (in million $)
    • Toilet Bowl Cleaners Segment
      • Table IRI-Tracked Toilet Bowl Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Toilet Bowl Cleaner Volume & Unit Sales and Price by Volume & Unit, 2006 and 2007
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Toilet Bowl Cleaner Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Toilet Bowl Cleaner Brands, 2003-2007(e) (in million $)
    • Abrasive Tub/Tile Cleaner Segment
      • Table IRI-Tracked Abrasive Tub/Tile Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e)
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Abrasive Tub/Tile Cleaner Volume & Unit Sales and Price by Volume & Unit, 2006 and
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Abrasive Tub/Tile Cleaner Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Abrasive Tub/Tile Cleaner Brands, 2003-2007(e) (in million $)
  • General Household Cleaners Category
    • Market Size and Growth
      • Table IRI-Tracked General Household Cleaner Sales and Year-over-Year Percentage Change, 2003-
      • Segment Size and Growth
        • Table IRI-Tracked General Household Cleaner Sales by Segment, 2003-2007(e) (in million $)
    • All-Purpose Cleaners Segment
      • Table IRI-Tracked All-Purpose Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked All-Purpose Cleaner Sales and Price by Volume and Unit, 2006 and 2007
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 All-Purpose Cleaner Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 All-Purpose Cleaner Brands, 2003-2007(e) (in million $)
    • Glass & Window Cleaners Segment
      • Table IRI-Tracked Glass & Window Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e)
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Glass & Window Cleaner Sales and Price by Volume and Unit, 2006 and 2007
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Glass & Window Cleaner Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Glass & Window Cleaner Brands, 2003-2007(e) (in million $)
  • Furniture & Floor Cleaners Category
    • Market Size and Growth
      • Table IRI-Tracked Furniture & Floor Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e)
      • Segment Size and Growth
        • Table IRI-Tracked Furniture & Floor Cleaner Sales by Segment, 2003-2007(e) (in million $)
    • Rug/Upholstery Cleaners Segment
      • Table IRI-Tracked Rug/Upholstery Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e)
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Rug/Upholstery Cleaner Sales and Price by Volume and Unit, 2006 and 2007
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Rug/Upholstery Cleaner Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Rug/Upholstery Cleaner Brands, 2003-2007(e) (in million $)
    • Furniture Polishes Segment
      • Table IRI-Tracked Furniture Polish Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Furniture Polish Sales and Price by Volume and Unit, 2006 and 2007
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Furniture Polish Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Furniture Polish Brands, 2003-2007(e) (in million $)
    • Floor Cleaners & Wax Removers Segment
      • Table IRI-Tracked Floor Cleaner & Wax Remover Sales and Year-over-Year Percentage Change, 2003-
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Floor Cleaner & Wax Remover Sales and Price by Volume and Unit, 2006 and 2007
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Floor Cleaner & Wax Remover Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Floor Cleaner & Wax Remover Brands, 2003-2007(e) (in million $)
  • Wipes & Scouring Pads Category
    • Market Size and Growth
      • Table IRI-Tracked Wipe & Scouring Pad Sales and Year-over-Year Percentage Change, 2003-2007(e) (in
      • Segment Size and Growth
        • Table IRI-Tracked Wipe & Scouring Pad Sales by Segment, 2003-2007(e) (in million $)
    • All-Purpose Wipes Segment
      • Table IRI-Tracked All-Purpose Wipes Sales and Year-over-Year Percentage Change, 2003-2007(e) (in
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked All-Purpose Wipe Sales and Price by Volume and Unit, 2006 and 2007
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 All-Purpose Wipe Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 All-Purpose Wipe Brands, 2003-2007(e) (in million $)
    • Scouring Pads Segment
      • Table IRI-Tracked Scouring Pad Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Scouring Pad Sales and Price by Volume and Unit, 2006 and 2007
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Scouring Pad Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Scouring Pad Brands, 2003-2007(e) (in million $)
    • Specialty Wipes Segment
      • Table IRI-Tracked Other Wipe Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million $)
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Furniture Wipe Sales and Price by Volume and Unit, 2006 and 2007
        • Table IRI-Tracked Cloth Glass Cleaner Sales and Price by Volume and Unit, 2006 and 2007
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Other Wipe Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Other Wipe Brands, 2003-2007(e) (in million $)
  • Miscellaneous Cleaners Category
    • Market Size and Growth
      • Table IRI-Tracked Miscellaneous Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in
      • Segment Size and Growth
        • Table IRI-Tracked Miscellaneous Cleaner Sales by Segment, 2003-2007(e) (in million $)
    • Drain Cleaners Segment
      • Table IRI-Tracked Drain Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in million
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Drain Cleaner Sales and Price by Volume and Unit, 2006 and 2007
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Drain Cleaner Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Drain Cleaner Brands, 2003-2007(e) (in million $)
    • Oven/Appliance Cleaners Segment
      • Table IRI-Tracked Oven/Appliance Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e)
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Oven/Appliance Cleaner Sales and Price by Volume and Unit, 2006 and 2007
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Oven/Appliance Cleaner Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Oven/Appliance Cleaner Brands, 2003-2007(e) (in million $)
    • Specialty Cleaners Segment
      • Table IRI-Tracked Specialty Cleaner Sales and Year-over-Year Percentage Change, 2003-2007(e) (in
      • Unit, Volume, Price Analysis
        • Table IRI-Tracked Specialty Cleaner Sales and Price by Volume and Unit, 2006 and 2007
        • Table IRI-Tracked Lime/Rust Remover Sales and Price by Volume and Unit, 2006 and 2007
      • Top Marketers
        • Table IRI-Tracked Sales of Top 10 Specialty Cleaner Marketers, 2003-2007(e) (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 Specialty Cleaner & Polish Brands, 2003-2007(e) (in million $)
  • Corporate Profiles
    • Overview
    • The Procter & Gamble Company
      • Table The Procter & Gamble Company
      • Overview
      • Performance
        • Table P&G Product Portfolio
      • Significant Events
    • The Clorox Company
      • Table The Clorox Company
      • Overview
      • Performance
        • Table Clorox Product Portfolio
      • Significant Events
    • Church & Dwight Company, Inc.
      • Table Church & Dwight Company, Inc.
      • Overview
      • Performance
        • Table Church & Dwight Product Portfolio
      • Significant Events
    • Reckitt Benckiser, Inc.
      • Table Reckitt Benckiser, Inc.
      • Overview
      • Performance
        • Table Reckitt Benckiser Product Portfolio
      • Significant Events
    • S.C. Johnson & Sons
      • Table S.C. Johnson & Sons
      • Overview
      • Performance
        • Table S.C. Johnson & Son Product Portfolio
      • Significant Events
    • Green Profile: Method Products, Inc.
      • Table Green Profile: Method Products, Inc.
      • Overview
      • Performance
        • Table Method Product Portfolio
      • Significant Events
    • Green Profile: Seventh Generation
      • Table Green Profile: Seventh Generation
      • Overview
      • Performance
        • Table Seventh Generation Product Portfolio
      • Significant Events
  • Trends and Opportunities
    • Overview
      • Household Cleaning and the Economy
      • Consumer Expenditures and Changing Household Demographics
        • Table Average U.S. Household Consumer Expenditures: Total, Housekeeping Supplies and Laundry &
        • Table U.S. Households by Number of Members, 2002-2006 (in millions)
        • Table Average U.S. Household Spending on Laundry & Household Cleaning Supplies by Household Size,
        • Table Average U.S. Household Spending per Person on Laundry & Household Cleaning Supplies by
        • Table Total Estimated U.S. Household Spending on Laundry & Household Cleaning Supplies by
        • Table Average U.S. Household Spending on Laundry & Household Cleaning Supplies by Age, 2002-2006
        • Table Average U.S. Household Spending on Laundry & Household Cleaning Supplies by Household
        • Table Average U.S. Household Spending on Laundry & Household Cleaning Supplies by Race and
      • How Clean Is Your House?
        • Table Average U.S. Household Food Expenditures: Total, at Home and Away From Home, 2002-2006 ($)
      • "Green" Growth
      • A Culture of Health & Wellness
      • Private Label Cleans Up
        • Table IRI-Tracked Sales of Private Label Household Cleaning Products by Category and Segment, 2003-
        • Table Private Label Household Cleaning Products as a Share of the Total Market, by Category, 2003-
  • Advertising, Promotion, Retail and New Product Trends
    • Advertising and Promotion Trends
      • Putting the Fun into Functional
      • Taking Online Further
      • Ask and They Will Input
      • Word-of-Mouth Good … If It's Good
      • Do-Good Marketing
      • Restage or Bust
      • Coupon Comeback?
      • Core Company Values and Commitment Important
      • Tap into Celebrity
      • Product Placement Works in Reality
        • Table Most Effective Product Placements, Jan. 1-Nov. 30, 2007
    • Retail Trends
      • Green Products Make Their Play on the Shelf
      • P&G and Clorox Boost Performance Outside of Wal-Mart
      • Moving Merchandise Faster at Other Retailers
      • Consumer Channel Shifting
      • In-Store Marketing at the Expense of Experience
      • Non-Traditional Outlets a Hot Opportunity
    • New Product Trends
      • New Product Innovation Pipeline
        • Table Estimated Number of New Household Cleaning Products Introduced, by Segment, 2003-2007
      • New Product Claims: Green with Panache
        • Table Estimated Number of New Household Cleaning Products Introduced, by Selected Package
      • Ooh That Smell
        • Table Selected Aromatherapy Essential Oils and Their Healing Benefits
  • Consumer Usage
    • Note on Simmons Market Research Bureau Consumer Data
    • Household Cleaning Product Usage
      • Table Household Penetration of Household Cleaning Products by Segment, 2004-2007 (%)
    • Glass Cleaners Segment
      • Brand Penetration and Selected Demographics
        • Table Demographic Indicators for Formula 409, 2007 (index)
        • Table Demographic Indicators for Glass Plus, 2007 (index)
    • Dishwashing Liquid Segment
      • Brand Penetration and Selected Demographics
        • Table Demographic Indicators for Joy, 2007 (index)
        • Table Demographic Indicators for Palmolive, 2007 (index)
    • General Household Cleaners Segment
      • Brand Penetration and Selected Demographics
        • Table Demographic Indicators for Clorox Clean-Up, 2007 (index)
        • Table Demographic Indicators for Lysol All Purpose Cleaner, 2007 (index)
    • Furniture Polish & Cleaners Segment
      • Brand Penetration and Selected Demographics
        • Table Demographic Indicators for Pledge, 2007 (index)
        • Table Demographic Indicators for Old English, 2007 (index)
    • Abrasive Cleaners Segment
      • Brand Penetration and Selected Demographics
        • Table Demographic Indicators for Ajax, 2007 (index)
        • Table Demographic Indicators for Soft Scrub, 2007 (index)
    • Household Wipes Segment
      • Brand Penetration and Selected Demographics
        • Table Demographic Indicators for Swiffer, 2007 (index)
        • Table Demographic Indicators for Clorox, 2007 (index)
    • Toilet Cleaners Segment
      • Brand Penetration and Selected Demographics
        • Table Demographic Indicators for In-Bowl Clorox, 2007 (index)
        • Table Demographic Indicators for In-Tank 2000 Flushes, 2007 (index)
    • Automatic Dishwashing Detergent/Rinse Segment
      • Brand Penetration and Selected Demographics
        • Table Demographic Indicators for Cascade, 2007 Indicator Cascade
        • Table Demographic Indicators for Jet-Dry Rinse, 2007 (index)
    • Rug Cleaners & Shampoos Segment
      • Brand Penetration and Selected Demographics
        • Table Demographic Indicators for Resolve, 2007 (index)
        • Table Demographic Indicators for Bissell, 2007 (index)
    • Oven Cleaners Segment
      • Brand Penetration and Selected Demographics
        • Table Demographic Indicators for Easy-Off, 2007 (index)
        • Table Demographic Indicators for SOS Oven Cleaning Pads, 2007 (index)
    • Metal Polish & Cleaners Segment
      • Brand Penetration and Selected Demographics
        • Table Demographic Indicators for Brasso, 2007 (index)
        • Table Demographic Indicators for Wright's, 2007 (index)
    • Floor Wax/Polish & Cleaners Segment
      • Brand Penetration and Selected Demographics
        • Table Demographic Indicators for Mop & Glo, 2007 (index)
        • Table Demographic Indicators for Pledge, 2007 (index)
    • Addresses of Select Marketers

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