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The U.S. Market for Laundry Care Products

It’s no longer one size fits all in the laundry care market. Recent years have seen an increase in consumer cleaning options such as a plethora of new scents, allergenic and green products, and product types (fabric refresher sprays, dry cleaning kits, or tablets). As consumer interest in more personalized, innovative laundry care products continues, it is important to understand the trends driving the marketplace.

The U.S. Market for Laundry Care Report looks at every segment of the laundry care market, including detergents, fabric softener, bleach, and other treatment/specialty products, examines trends for growth and projects sales of products through 2009. It discusses new product introductions and the wide-ranging marketing efforts to support them. The report also breaks out sales by distribution channel and describes strategies and merchandising approaches. It looks at relevant consumer trends and analyzes consumer usage both by segment and brand. Finally, the report includes profiles of market leaders and niche “companies of interest.”

Report Methodology
The information in The U.S. Market for Laundry Care is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal care market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures 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 fall 2004. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor Ltd.

The report looks at every segment of the laundry care 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 laundry care products. It provides up-to-date competitive profiles of marketers of laundry care products - including a look at smaller, up-and-coming companies 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 laundry care industry.

What You’ll Get in this Report
The U.S. Market for Laundry Care makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Laundry Care 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 laundry care market, 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 market for laundry care products, as well as projected sales and 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 laundry care consumer based on Simmons data. This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for laundry care products
  • Research and development professionals stay on top of competitor initiatives and explore demand for laundry care products.
  • Advertising agencies working with clients in the laundry care 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
    • Methodology
    • Introduction
    • Product Description
    • The Market
      • Market Size And Growth
        • Table Iri-Tracked Sales For Laundry Care Products By Category, 2000-2004 (In Million$)
      • P&G Dominance Strengthens
      • Detergent Sales Slow Down
      • Private Labels: The Biggest Losers
      • Fragrance Gains Importance
      • Continually Seeking New Forms/Functions
      • Laundry Detergent
        • Table Iri-Tracked Laundry Detergent Sales By Category, 2000-2004 (In Million $)
      • Fabric Softeners Liquid & Sheets
        • Table Iri-Tracked Fabric Softener Sales By Category, 2000-2004 (In Million $)
      • Bleach
        • Table Iri-Tracked Bleach Sales By Sub-Category, 2000-2004 (In Million $)
      • Other Speciality Products
      • Pre-Wash/Additives
      • Fine Washable Laundry Detergents
      • Laundry Starch
      • Static Control/Fabric Protector Liquid
    • Marketers And Brands
      • Table Iri-Tracked Sales Of Top 10 Laundry Care Marketers, 2000-2004 (In Million $)
      • Table Iri-Tracked Sales Of Top 10 Laundry Care Brands, 2000-2004 (In Million $)
    • Marketing Dynamics
      • Ad Spends
      • Marketing Initiatives
      • Trends Affecting Future Growth
    • The Consumer
      • Table Percentage Of U.S. Adults Favoring Laundry Care Products By Category
    • Market Projections
      • Table Estimated Laundry Care Sales For 2005-2009 (In Billion $)
  • The Market
    • Product Description
      • Table Classification Of Laundry Care Categories
      • Laundry Detergents
      • Fabric Softeners
      • Bleach
      • Other Specialty Products
    • Market Overview And Structure
      • Market Size And Growth
      • Market Structure
      • Marketers
        • Table Top U.S. Laundry Care Marketers' Market Share, 2000-2004 (%)
      • Tier I Companies: The Gap Widens
      • Tier Ii Companies: Tight Competition
      • Tier Iii Companies: The Specialists
    • Market Trends And Factors To Growth
      • P&G Dominance Strengthens
      • Detergent Sales Slow Down
        • Table Iri-Tracked Sales For Laundry Detergents, By Category: 2000-2004 (In Million $)
      • Private Labels: The Biggest Losers
        • Table Iri-Tracked Sales For Private Label Laundry Care Products, 2000-2004 (In Million $)
      • Fragrance Gains Importance
      • Continually Seeking New Forms/Functions
      • Environment Concerns
      • Front-Loading Washing Machines
      • Ethnic Groups
        • Table Projections Of U.S. Population By Race And Hispanic Origin (In Million) 2000-2015
      • New Product Introductions
      • Allergy And Skin Sensitivity
      • Emergence Of Hybrid Products (Tide With Downy)
      • Wrinkle Reduction Detergent: A Researcher's Dream
      • Hotel Cleaning Business: A Brief Look
      • Consumer Preferences
        • Table U.S. Adult Users Of Laundry Care Products, By Category, 2004
      • Washing Frequencies
        • Table Demographic Characteristics Of U.S. Adult Users Of Laundry Care Products, By Number Of Washloads Per Week, 2004
      • Household Spending For Laundry Care By Age
        • Table Household Spending On Laundry Care And Cleaning Supplies By Age, 2004 (Index)
      • Spending By Household Income
        • Table Household Spending On Laundry Care And Cleaning Supplies By Income, 2004 (Index)
      • Spending By Race Of Householder
        • Table Household Spending On Laundry Care And Cleaning Supplies By Race (Index), 2004
      • Spending By Ethnicity
        • Table Household Spending On Laundry Care And Cleaning Supplies By Ethnicity, 2004 (Index)
    • Outlook
  • Laundry Detergents
    • Market Overview
      • Market Structure
        • Table U.S. Laundry Detergent Market Size, By Category, 2004(%)
      • Market Size And Growth
        • Table Iri-Tracked Laundry Detergent Sales By Category, 2000-2004 (In Million $)
      • Top Marketers And Brands
        • Table Iri-Tracked Sales Of Top 10 Laundry Detergent Marketers, 2000-2004, (In Million $)
        • Table Iri-Tracked Sales Of Top 10 Laundry Detergent Brands, 2000-2004, (In Million $)
    • Liquid Detergent
      • Market Size And Growth
      • Top Marketers And Brands
        • Table Iri-Tracked Sales Of Top 10 Liquid Detergent Marketers, 2000-2004, (In Million $)
      • Top Brands
        • Table Iri-Tracked Sales Of Top 10 Liquid Detergent Brands, 2000-2004, (In Million $)
    • Powder Detergent
      • Market Size And Growth
      • Top Marketers And Brands
        • Table Iri-Tracked Sales Of Top 10 Powder Detergent Marketers, 2000-2004, (In Million $)
        • Table Iri-Tracked Sales Of Top 10 Powder Detergent Brands, 2000-2004, (In Million $)
      • Tablet Detergents
      • Marketers And Brands
        • Table Iri-Tracked Sales Of Top Three Tablet Detergent Marketers, 2000-2004, (In Million $)
        • Table Iri-Tracked Sales Of Top Four Powder Detergent Brands, 2000-2004, (In Million $)
      • Other Laundry Detergent (Packet/Bar)
      • Marketers And Brands
        • Table Iri-Tracked Sales Of Top Seven Powder Detergent Marketers, 2000-2004, (In Million $)
        • Table Iri-Tracked Sales Of Top Seven Powder Detergent Marketers, 2000-2004, (In Million $)
    • Laundry Detergent Consumer
    • Users By Product Type
      • Table Demographic Characteristics Of U.S. Adults Favoring Liquid, Powder And Tablet Forms Of Laundry Soaps/Detergents, 2004
    • Users By Brand
      • Tide Is The Favored Brand
        • Table Demographic Profiles Of U.S. Adults Favoring Gain And Purex Brands, 2004
      • Older User Profile
        • Table Demographic Profile Of U.S. Adults Favoring Arm & Hammer, Cheer, Tide And Wisk Brands, 2004
    • New Product Introductions
      • Table Top Detergent Marketer, Based On Number Of Skus Introduced, 2004
      • Table Top Detergent Brands, Based On Number Of Skus Introduced, 2004
      • Positioning New Products By Package Tags
        • Table U.S. Laundry Detergent: New Product Selling Points, By Select Package Tags
      • The "Natural" Package Tag
        • Table New Detergent Brand Introductions With The "Natural" Package Tag, 200
      • The "Biodegradable" Package Tag
        • Table New Detergent Brand Introductions With "Biodegradable" Package Tag, 2004
    • Household Spending For Soaps And Detergents:
      • Spending By Age
        • Table Household Spending On Soaps And Detergents By Age (Index), 2004
      • Spending By Household Income
        • Table Household Spending On Soaps And Detergents By Income (Index), 2004
      • Spending By Race Of Householder
        • Table Household Spending On Soaps And Detergents By Race (Index), 2004
      • Spending By Ethnicity
        • Table Household Spending On Soaps And Detergents Supplies By Ethnicity (Index), 2004
      • Projections For 2005-2009
  • Fabric Softeners
    • Market Overview
      • Market Structure
        • Table U.S. Fabric Softener Market Share By Segments, 2004 (%)
      • Market Size And Growth
        • Table Iri-Tracked Fabric Softener Sales, By Category, 2000-2004 (In Million $)
    • Fabric Softener Marketers And Brands
      • Table Iri-Tracked Sales Of Top 10 Fabric Softener Marketers, 2000-2004 (In Million $)
      • Table Iri-Tracked Sales Of Top 10 Fabric Softener Brands, 2000-2004 (In Million $)
      • Liquid Fabric Softeners
        • Table Iri-Tracked Sales Of Top 10 Liquid Fabric Softener Marketers, 2000-2004 (In Million $)
        • Table Iri-Tracked Sales Of Top 10 Liquid Fabric Softener Brands, 2000-2004 (In Million $)
      • Sheet Fabric Softeners
        • Table Iri-Tracked Sales Of Top 10 Sheet Fabric Softener Marketers, 2000-2004 (In Million $)
        • Table Iri-Tracked Sales Of Top 10 Sheet Fabric Softener Brands, 2000-2004 (In Million $)
    • The Fabric Softener Consumer
      • Table Demographic Profile Of U.S. Fabric Softeners Consumers
      • Demographic Profile For U.S. Liquid Fabric Softeners Brands
        • Table Top Liquid Fabric Softeners Brands By Consumer Preference
        • Table Demographic Profile Of U.S. Adults Favoring Downy, All Liquid And Snuggle Brand Of Liquid Fabric Softeners, 2004
        • Table Demographic Profile Of U.S. Adults Favoring Suavitel, Nice 'N Fluffy And Final Touch Brand Of Liquid Fabric Softeners, 2004
      • Sheet Fabric Softener Users
        • Table Top Brands Of Sheet Fabric Softeners, By Consumer Preference
      • Demographic Profile Of U.S. Sheet Fabric Softener Consumers
        • Table Demographic Profile Of U.S. Adults Favoring Downy, Cling Free And Arm & Hammer Fresh & Soft Brand Of Sheet Fabric Softeners, 2004
        • Table Demographic Profile Of U.S. Adults Favoring Bounce, All Sheets And Snuggle Brand Of Sheet Fabric Softeners, 2004
    • New Product Introductions
      • Table Top Fabric Softener Marketer, Based On Number Of Skus Introduced, 200
      • Table Top Fabric Softener Brands, Based On Number Of Skus Introduced, 2004
      • Positioning By Fragrance
        • Table New Fabric Softener Brand Introductions With "Flavor/Fragrance" Tagline, 2004
      • Positioning New Products By Package Tags
        • Table U.S. New Fabric Softener Selling Points, By Package Tags, 2004
        • Table New Fabric Softener Brand Introductions With The "Natural" Tagline, 2004
        • Table New Detergent Brand Introductions With "Biodegradable" Tagline, 2004
    • Projected Sales
  • Bleach
    • Market Structure
      • Market Size And Growth
        • Table Iri-Tracked Bleach Sales By Category, 2000-2004 (In Million $)
    • Bleach Marketers And Brands
      • Table Iri-Tracked Sales Of Top 10 Bleach Marketers, 2000-2004 (In Million $
      • Table Iri-Tracked Sales Of Top 10 Bleach Brands, 2000-2004, (In Million $)
      • The Bleach Consumer
        • Table Demographic Profile Of Bleach Consumers, 2004
      • Liquid/Powder Bleach Preferences
        • Table Percentage Of U.S. Adults Favoring Laundry Bleaches By Form, Liquid Or Powder
        • Table Demographic Profile Of Bleach Consumers, By Form, 2004
      • Top Brands
      • Demographic Profile For U.S. Bleach Brands
        • Table Demographic Profile Of U.S. Adults Favoring Clorox, Clorox 2, Purex And Store Brand Bleaches, 2004
    • New Product Introductions
      • Table Top Bleach Product Marketer Based On Number Of Skus Introduced, 2004
      • Table New Bleach Brands Introductions, 2004
    • Market Projections
  • Specialty Products
    • Market Structure
      • Pre-Wash/Additives
        • Table Iri-Tracked Sales Of Top 10 Pre-Wash/Additive Marketers, 2000-2004 (In Million$)
        • Table Iri-Tracked Sales Of Top 10 Pre-Wash/Additive Brands, 2000-2004 (In Million $)
      • Fine Washable Laundry Detergent
      • Marketers And Brands
        • Table Iri-Tracked Sales Of Top Six Fine Washable Laundry Detergent Marketers, 2000-2004 (In Million $)
        • Table Iri-Tracked Sales Of Top Six Fine Washable Laundry Detergent Brands, 2000-2004 (In Million $)
      • Laundry Starch
      • Marketers And Brands
        • Table Iri-Tracked Sales Of Top 8 Laundry Starch Marketers, 2000-2004 (In Million $)
        • Table Iri-Tracked Sales Of Top 10 Laundry Starch Brands, 2000-2004 (In Million $)
      • Static Control/Fabric Protector Liquid
        • Table Iri-Tracked Sales Of Top 10 Static Control/Fabric Protector Liquid Marketers 2000-2004 (In Million $)
        • Table Iri-Tracked Sales Of Top 10 Static Control/Fabric Protector Liquid Brands, 2000-2004 (In Million $)
    • The Consumer
      • Demographic Preferences For Laundry Aids
        • Table Demographic Profile Of Consumers Using Laundry Aids
      • Sprays Are Favored
        • Table U.S. Consumers Favoring Laundry Aids By Types, (%)
      • Top Brands By Consumer Preference
      • Demographic Profile For Top Laundry Aid Brands
        • Table Demographic Profile Of U.S. Adults Favoring Oxiclean, Shout And Spray'N Wash
        • Table Demographic Profile Of U.S. Adults Favoring Clorox Stain-Out And Woolite
    • Household Spending For Other Laundry Cleaning Products
      • Spending By Age Groups
        • Table Household Spending On Other Laundry Care And Cleaning Supplies By Age, 2004 (Index)
      • Spending By Household Income
        • Table Household Spending On Other Laundry Care And Cleaning Supplies By Income (Index), 2004
      • Spending By Race Of Householder
        • Table Household Spending On Other Laundry Care And Cleaning Supplies By Race, 2004 (Index)
      • Spending By Ethnicity
        • Table Household Spending On Other Laundry Care And Cleaning Supplies By Ethnicity, 2004 (Index)
  • Eco-Friendly Products
    • Overview
      • Table Environmental And Health Concerns Of Laundry Ingredients
    • Regulatory And Industry Initiatives
    • The Market For Eco-Friendly Cleaners
    • Marketer Initiatives
      • Table New Laundry Care Introductions With Eco-Friendly Claims, 2004
    • Outlook
  • Marketing Dynamics
    • Overview
    • Ad Spends
      • Table Top 15 Laundry Care Brands By Ad Spends, 2004
    • P&G Leads The Way
      • Table P&G Ad Spends By Brand, 2004
    • Unilever Spends On Snuggle
      • Table Unilever Ad Spends By Brands (In Thousand $)
    • The Dial Corporation
      • Table The Dial Corporation Ad Spends By Brands 2004
    • Church & Dwight Co Inc
      • Table Church & Dwight Ad Spends By Brands 2004
    • Marketing And Advertising Initiatives
    • The Coolest Way To Clean
    • All Tries Unique Partnerships And Low-Key Initiatives
    • Wisk Campaign Targets Children To Get Dirtier
    • Hispanics Present An Opportunity For Laundry Care Products
    • Whistle While You Clean
    • New Product Launches
      • Table New Laundry Product Introductions By Category, 2004
      • P&G Leads New Product Launches
        • Table U.S. Laundry Care New Product Launches By Marketer And Skus
  • Competitive Profiles
    • The Procter & Gamble Company
    • Company Snapshots
      • Table P&G Laundry Care Brands - 2004
    • Church & Dwight Co. Inc.
      • Table Church & Dwight Laundry Care Brand Portfolio
    • The Clorox Company
      • Table The Clorox Company Laundry Care Brand Portfolio
    • The Dial Corporation
      • Table The Dial Corporation Top Laundry Care Brand Portfolio
    • Colgate-Palmolive Company Ltd.
      • Table Colgate Palmolive Top Laundry Care Brand Portfolio
    • Reckitt Benckiser Inc.
      • Table Reckitt Benckiser Inc Top Laundry Care Brand Portfolio
    • Sc Johnson & Son Inc.
      • Table S. C. Johnson & Son Laundry Care Brand Portfolio
    • Orange Glo International
    • Huish Detergents
      • Table Huish Detergents Laundry Care Brand Portfolio
    • Unilever
      • Table Unilever Laundry Care Brand Portfolio

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