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Laundry Care Products in the U.S.

The laundry care product market is mature but seems to be recapturing its youth with new product innovation and marketing based firmly in consumer needs. Since it’s no longer one size fits all in the laundry care market, recent years have seen an increase laundry product forms, new scents, niche products addressing allergies, eco-concerns and consumer interest in high-end cleaning tools. In an ever evolving culture of “me,” exemplified by the popularity of reality-based programming, consumer-generated content and a plethora of products that are 'made just for me,' niche laundry care product innovation that engages the power of individual ego will be more successful than those that offer a one-size-fits-all benefit. Already the industry is making strides in personalizing and customizing through specific scent and cleaning benefits.

Laundry Care Products in the U.S. 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 2011. 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 Laundry Care Products in the U.S. 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 2006. 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 2011. 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
Laundry Care Products in the U.S. 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 Laundry Care Products in the U.S. 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 2011. 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
    • Market Size and Growth
      • Table U.S. Retail Sales for the Laundry Care Products Market, 2002-2006 (in billion $)
      • Table IRI-tracked Sales for Laundry Care Products by Category, 2002-2006 (in million $)
      • Table Market Share of IRI-tracked Laundry Care Product Sales by Category, 2006 (%)
      • Table Top 10 Laundry Care Product Marketers by IRI-tracked Sales, 2002-2006 (in million $)
      • Table Market Share of Top 10 Laundry Care Product Marketers by IRI-tracked Sales, 2002-2006 (%)
      • Powder Detergent Brands Decline
      • Liquid Fabric Softener Brands Lead
        • Table IRI-tracked Sales of Top Laundry Care Brands, 2002-2006 (in millions $)
      • Bleach Category Owned by Clorox
      • Pre-wash/Additives Lead Specialty Products
        • Table Projected U.S. Retail Sales for the Laundry Care Products Market, 2006-2011 (in billion $)
    • Market Trends
      • Table Average Annual Consumer Expenditures: Total, Housekeeping Supplies and Laundry & Household Cleaning Supplies, 2001-2005 ($)
      • Table Projection of U.S. Asian, Black and Hispanic Populations, 2000, 2006, 2010 and 2020 (In thousands)
    • Marketing Activity
      • Laundry: An Emotional Activity for Gen-X Moms
      • Small & Mighty Approach Hot with New Yorkers
      • No Static Radio Approach
      • Snuggling Up to the Hispanic Consumer
    • Retail Trends
    • New Product Innovation
    • The Consumer
      • Table Laundry Care Product Household Penetration by Category, 2006
      • Liquid Detergent vs. Powder
      • Chlorine Bleach vs. All Fabric
      • Liquid Fabric Softener vs. Sheets
      • Laundry Booster, Pre-Soak & Pre-Cleaner Type Comparisons
  • Laundry Care Products Market
    • Market Size and Growth
      • Table U.S. Retail Sales for the Laundry Care Products Market and % Change, 2002-2006 (in million $)
      • Table IRI-tracked Sales for Laundry Care Products by Category, 2002-2006 (in million $)
      • Table Market Share of IRI-tracked Laundry Care Product Sales by Category, 2006 (%)
    • Top Laundry Care Product Marketers
      • Table Top 10 Laundry Care Product Marketers by IRI-tracked Sales, 2002-2006 (in million $)
      • Table Market Share of Top 10 Laundry Care Product Marketers by IRI-tracked Sales, 2002 vs. 2006 (%)
    • Top Laundry Care Product Brands
      • Table IRI-tracked Sales of Top Laundry Care Brands, 2002-2006 (in million $)
    • Forecast
      • Concentrated Liquid Detergents Key Factor to Growth
        • Table Projected U.S. Retail Sales for the Laundry Care Products Market, 2006-2011 (in billion $)
  • Laundry Detergent Category
    • Table IRI-tracked Laundry Detergent Sales by Segment, 2002-2006 (in million $)
    • Table Market Share of IRI-tracked Laundry Detergent Sales by Segment, 2006 (%)
    • Table IRI-tracked Laundry Detergent Sales and Price by Volume and Unit, 2006 and 2007
    • Table IRI-tracked Sales of Top 10 Laundry Detergent Marketers, 2002-2006 (in million $)
    • Table Market Share of Top 10 Laundry Detergent Marketers by IRI-tracked Sales, 2006 (%)
    • Table IRI-tracked Sales of Top 10 Laundry Detergent Brands, 2002-2006 (in million $)
    • Table Market Share of Top 10 Laundry Detergent Brands by IRI-tracked Sales, 2006 (%)
    • Liquid Detergent Segment Focus
      • Table IRI-tracked Sales of Top 10 Liquid Detergent Marketers, 2002-2006 (in million $)
      • Table Market Share of Top 10 Liquid Detergent Marketers by IRI-tracked Sales, 2006 (%)
      • Table IRI-tracked Sales of Top 10 Liquid Detergent Brands, 2002-2006 (in million $)
      • Table Market Share of Top 10 Liquid Detergent Brands by IRI-tracked Sales, 2006 (%)
    • Powder Detergent Segment Focus
      • Table IRI-tracked Sales of Top 10 Powder Detergent Marketers, 2002-2006 (in million $)
      • Table Market Share of Top 10 Powder Detergent Marketers by IRI-tracked Sales, 2006 (%)
      • Table IRI-tracked Sales of Top 10 Powder Detergent Brands, 2002-2006 (in million $)
      • Table Market Share of Top 10 Powder Detergent Brands by IRI-tracked Sales, 2006 (%)
    • Tablet & Packet/Bar Detergent Segment Focus
      • Table IRI-tracked Sales of Top 8 Tablet & Packet/Bar Detergent Marketers, 2002-2006 (in million $)
      • Table Market Share of Top 5 Tablet & Packet/Bar Detergent Marketers, 2006 (%)
      • Table IRI-tracked Sales of Top 10 Tablet & Packet/Bar Detergent Brands, 2002-2006 (in million $)
      • Table Market Share of Top 6 Tablet & Packet/Bar Detergent Brands, 2006 (%)
  • Fabric Softener Category
    • Table IRI-tracked Fabric Softener Sales by Segment, 2002-2006 (in million $)
    • Table Market Share of IRI-tracked Fabric Softener Sales by Segment, 2006 (%)
    • Table IRI-tracked Liquid Fabric Softener Sales and Price by Volume and Unit, 2006 and 2007
    • Table IRI-tracked Fabric Softener Sheet Sales and Price by Volume and Unit, 2006 and 2007
    • Table IRI-tracked Sales of Top 10 Fabric Softener Marketers, 2002-2006 (in million $)
    • Table Market Share of Top 10 Fabric Softener Marketers by IRI-tracked Sales, 2006 (in million $)
    • Table IRI-tracked Sales of Top 10 Fabric Softener Brands, 2002-2006 (in million $)
    • Table Market Share of Top 10 Fabric Softener Brands by IRI-tracked Sales, 2006 (%)
    • Liquid Fabric Softener Segment Focus
      • Table IRI-tracked Sales of Top 10 Liquid Fabric Softener Marketers, 2002-2006 (in million $)
      • Table Market Share of Top 10 Liquid Fabric Softener Marketers by IRI-tracked Sales, 2006 (%)
      • Table IRI-tracked Sales of Top 10 Liquid Fabric Softener Brands, 2002-2006 (in million $)
      • Table Market Share of Top 10 Liquid Fabric Softener Brands by IRI-tracked Sales, 2006 (%)
    • Fabric Softener Sheet Segment Focus
      • Table IRI-tracked Sales of Top 10 Fabric Softener Sheet Marketers, 2002-2006 (in million $)
      • Table Market Share of Top 10 Fabric Softener Sheet Marketers by IRI-tracked Sales, 2006 (%)
      • Table IRI-tracked Sales of Top 10 Sheet Fabric Softener Brands, 2002-2006 (in million $)
      • Table Market Share of Top 10 Sheet Fabric Softener Brands by IRI-tracked Sales, 2006 (%)
  • Bleach Category
    • Table IRI-tracked Bleach Sales by Segment, 2002-2006 (in million $)
    • Table Market Share of IRI-tracked Bleach Sales by Segment, 2006 (%)
    • Table IRI-tracked Bleach Sales and Price by Volume and Unit, 2006 and 2007
    • Table IRI-tracked Sales of Top 10 Bleach Marketers, 2002-2006 (in million $)
    • Table Market Share of Top 10 Bleach Marketers by IRI-tracked Sales, 2006 (%)
    • Table IRI-tracked Sales of Top 10 Bleach Brands, 2002-2006 (in million $)
    • Table Market Share of Top 10 Bleach Brands by IRI-tracked Sales, 2006 (in million $)
    • SHC Bleach Segment Focus
      • Table IRI-tracked Sales of Top 10 SHC Bleach Marketers, 2002-2006 (in million $)
      • Table Market Share of Top 10 SHC Bleach Marketers by IRI-tracked Sales, 2006 (%)
      • Table IRI-tracked Sales of Top 10 SHC Bleach Brands, 2002-2006 (in million $)
      • Table Market Share of Top 10 SHC Bleach Brands by IRI-tracked Sales, 2006 (%)
    • Color-Safe Bleach Segment Focus
      • Table IRI-tracked Sales of Top 10 Color-Safe Bleach Marketers, 2002-2006 (in million $)
      • Table Market Share of Top 10 Color-Safe Bleach Marketers by IRI-tracked Sales, 2006 (%)
      • Table IRI-tracked Sales of Top 10 Color-Safe Bleach Brands, 2002-2006 (in million $)
      • Table Market Share of Top 10 Color-Safe Bleach Brands by IRI-tracked Sales, 2006 (%)
  • Specialty Products Category
    • Table IRI-tracked Specialty Product Sales, by Segment, 2002-2006 (in million $)
    • Table Market Share of IRI-tracked Specialty Product Sales by Segment, 2006 (%)
    • Table IRI-tracked Laundry Pre-wash/Additive Sales and Price by Volume and Unit, 2006 and 2007
    • Table IRI-tracked Fine Washable Laundry Detergent Sales and Price by Volume and Unit, 2006 and 2007
    • Table IRI-tracked Laundry Starch Sales and Price by Volume and Unit, 2006 and 2007
    • Table IRI-tracked Static Control/Fabric Protector Liquid Sales and Price by Volume and Unit, 2006 and 2007
    • Table IRI-tracked Sales of Top 10 Specialty Product Marketers, 2002-2006 (in million $)
    • Table Market Share of Top 10 Specialty Product Marketers by IRI-tracked Sales, 2006 (%)
    • Table IRI-tracked Sales of Top 10 Specialty Product Brands, 2002-2006 (in million $)
    • Table Market Share of Top 10 Specialty Product Brands by IRI-tracked Sales, 2006 (%)
    • Pre-wash/Additives Segment Focus
      • Table IRI-tracked Sales of Top 10 Pre-wash/Additive Marketers, 2002-2006 (in million $)
      • Table Market Share of Top 10 Pre-wash/Additive Marketers by IRI-tracked Sales, 2006 (%)
      • Table IRI-tracked Sales of Top 10 Pre-wash/Additive Brands, 2002-2006 (in million $)
      • Table Market Share of Top 10 Pre-wash/Additive Brands by IRI-tracked Sales, 2006 (%)
    • Fine Washable Detergent Segment Focus
      • Table IRI-tracked Sales of Top 6 Fine Washable Detergent Marketers, 2002-2006 (in million $)
      • Table Market Share of Top 10 Fine Washable Detergent Marketers by IRI-tracked Sales, 2006 (%)
      • Table IRI-tracked Sales of Top 6 Fine Washable Detergent Brands, 2002-2006 (in million $)
      • Table Market Share of Top 6 Fine Washable Detergent Brands by IRI-tracked Sales, 2006 (%)
    • Starch Segment Focus
      • Table IRI-tracked Sales of Top 10 Starch Marketers, 2002-2006 (in million $)
      • Table Market Share of Top 10 Starch Marketers by IRI-tracked Sales, 2006 (%)
      • Table IRI-tracked Sales of Top 10 Starch Brands, 2002-2006 (in million $)
      • Table Market Share of Top 10 Starch Brands by IRI-tracked Sales, 2006 (%)
    • Static Control/Fabric Protector Segment Focus
      • Table IRI-tracked Sales of Top 10 Static Control/Fabric Protector Marketers, 2002-2006 (in million $)
      • Table Market Share of Top 10 Static Control/Fabric Protector Marketers by IRI-tracked Sales, 2006 (%)
      • Table IRI-tracked Sales of Top 10 Static Control/Fabric Protector Brands, 2002-2006 (in million $)
      • Table Market Share of Top 10 Static Control/Fabric Protector Brands by IRI-tracked Sales, 2006 (%)
  • Corporate Profiles
    • The Procter & Gamble Company
      • Table The Procter & Gamble Company
      • Table IRI-Tracked Sales of Procter & Gamble Laundry Care Products, 2002-2006 (in billion $)
      • Table Procter & Gamble Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
      • Table P&G Brand and Product Portfolio
      • P&G Continues Efforts In Branded Entertainment
      • An Efficient Conversion
      • Gain Goes Billion
    • Unilever Group
      • Table Unilever Group
      • Table IRI-Tracked Sales of Unilever Laundry Care Products, 2002-2006 (in million $)
      • Table Unilever Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
      • Table Unilever Brand and Product Portfolio
      • Unilever Laundry Care for Sale?
    • The Clorox Company
      • Table The Clorox Company
      • Table IRI-Tracked Sales of Clorox Laundry Care Products, 2002-2006 (in million $)
      • Table Clorox Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
      • Table Clorox Brand and Product Portfolio
      • A Growth Spurt for 100 Birthday Planned
      • Clorox Eco-Friendly Green Works
      • Clorox…The Telenova?
    • Church & Dwight Company, Inc.
      • Table Church & Dwight Company, Inc.
      • Table IRI-Tracked Sales of Church & Dwight Laundry Care Products, 2002-2006 (in million $)
      • Table Church & Dwight Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
      • Table Church & Dwight Brand and Product Portfolio
      • Arm & Hammer Essentials Line Grows
      • OGI Acquistion Numbers
    • Reckitt Benckiser, Inc.
      • Table Reckitt Benckiser, Inc.
      • Table IRI-Tracked Sales of Reckitt Benckiser Laundry Care Products, 2002-2006 (in million $)
      • Table Reckitt Benckiser Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
      • Table Reckitt Benckiser Brand and Product Portfolio
      • Co-op Promotion for Woolite, Bosch
    • Green Profile: Method Products, Inc.
      • Table Green Profile: Method Products, Inc.
      • Table IRI-Tracked Sales of Method Laundry Care Products, 2002-2006 (in million $)
      • Table Method Products Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
      • Table Method Products Brand and Product Portfolio
      • Method Listed as Seventh Fastest Growing Private Company
      • Method's Impact
      • Method a Take-over Target?
    • High-end Profile: The Caldrea Company
      • Table High-end Profile: The Caldrea Company
      • Table IRI-Tracked Sales of The Caldrea Company Laundry Care Products, 2002-2006 (in thousand $)
      • Table Caldrea Brand and Product Portfolio
  • Market Trends
    • Table Average Annual Consumer Expenditures: Total, Housekeeping Supplies and Laundry & Household Cleaning Supplies, 2001-2005 ($)
    • Table U.S. Households by Number of Members, 2001-2005 (in millions)
    • Table U.S. Household Spending on Laundry & Household Cleaning Supplies by Household Size, 2001-2005 ($)
    • Table U.S. Household Spending on Laundry & Household Cleaning Supplies by Age, 2001-2005 ($)
    • Table U.S. Household Spending on Laundry & Household Cleaning Supplies by Household Income, 2001-2005 ($)
    • Table U.S. Household Spending on Laundry & Household Cleaning Supplies by Race and Ethnicity, 2003-2005 ($)
    • Lack of Green Labeling Standards
      • The Ecology Works Hypoallergenic Detergent
      • OxiClean Anti-Allergen and Baby Stain Removers
      • Fruits & Passion Eco-Friendly Art Home Collection
      • Reckitt Benckiser Brand Extensions
        • Table Selected Aromatherapy Essential Oils and Their Healing Benefits
        • Table Top 10 U.S. Laundry Care Marketers by IRI-tracked Sales, 2002-2006 (in million $)
        • Table Projection of U.S. Asian, Black and Hispanic Populations, 2000, 2006, 2010 and 2020 (In thousands)
      • Media Consumption
  • The Greener Side of Laundry Care
    • Table Laundry Care Ingredients: Environmental and Health Concerns
    • Growth in Ethical Household Product Sales
      • Table U.S. Retail Sales of Ethical Household Products, 2002-2006 (in million $)
      • Consumers Skeptical of Green Marketing
      • Non-Toxic and Sustainable: Key Attributes for Green Cleaning Products
      • "Green" Products Positioned on Health Benefits
      • High-Efficiency Machines
      • Fierce Competition for Mass-Market Shelf Space
      • Alternative Distribution Channels
      • Wal-Mart Sees Green in Green
      • Wal-Mart Wields Influence on Chemicals, Packaging
      • Method Products and Seventh Generation Sales Hot
        • Table IRI-tracked Sales of Method and Seventh Generation Laundry Care Products, 2002-2006 (in million $)
  • Marketing Dynamics
    • Advertising and Promotion
      • Table Total Advertising Spend for Selected Brand Lines, 2006 (in thousand $)
      • Table Selected Laundry Care Brand Advertising Spend, 2006 (in thousand $)
    • Selected Marketing Activity
      • Dreft and Hasselbeck Share 9 Months
      • Multitask Online with Method
      • P&G's Website Encompasses Brands and Bigger Community
      • All the Simplicity of Email
      • Method Gets the Good Press
      • Tide's Loads of Hope
      • Laundry: An Emotional Activity for Gen-X Moms
      • Small & Mighty Approach Hot with New Yorkers
      • No Static Radio Approach
      • Snuggling Up to the Hispanic Consumer
    • Retail Trends
      • P&G and Clorox Boost Performance Outside of Wal-Mart
      • Some Top Manufacturers Move Merchandise Faster at Other Retailers
    • New Product Innovation
      • Table Number of New Laundry Care Product Introductions by Category, 2003-2007
      • Table Top 15 New Laundry Care Product Introduction Claims, 2003-2007
      • Table Selected List of New Product Introductions, 2007
  • The Consumer
    • Laundry Care Product Usage
      • Table Laundry Care Product Household Penetration by Category, 2004-2006 (%)
      • Table Laundry Care Product Use by Category for Selected Demographic Characteristics, 2006 (index)
    • A Closer Look at the Laundry Soap & Detergent Consumer
      • Table Laundry Soap & Detergent Household Penetration by Type, 2004-2006 (%)
      • Table Laundry Soap & Detergent Household Penetration by Form, 2005-2006 (%)
      • Table Laundry Soap & Detergent Use by Type for Selected Demographic Characteristics, 2006 (index)
      • Table Laundry Soap & Detergent Use by Form for Selected Demographic Characteristics, 2006 (index)
      • Table Laundry Soap & Detergent Household Penetration by Brand, 2004-2006 (%)
      • Table Demographic Indicators for Tide, 2006 (index)
      • Table Demographic Indicators for Gain, 2006 (index)
      • Table Demographic Indicators for Purex, 2006 (index)
      • Table Demographic Indicators for Cheer, 2006 (index)
      • Table Demographic Indicators for All Brand, 2006 (index)
      • Table Use of Selected Brands by Consumer Response to Selected Statements, 2006 (index)
    • A Closer Look at the Bleach Consumer
      • Table Bleach Household Penetration by Type, 2004-2006 (%)
      • Table Bleach Household Penetration by Form, 2004-2006 (%)
      • Table Bleach Use by Type for Selected Demographic Characteristics, 2006 (index)
      • Table Bleach Use by Form for Selected Demographic Characteristics, 2006 (index)
      • Table Bleach Household Penetration by Brand, 2004-2006 (%)
      • Table Demographic Indicators for Clorox, 2006 (index)
      • Table Demographic Indicators for Clorox 2, 2006 (index)
      • Table Demographic Indicators for Store Brand, 2006 (index)
      • Table Demographic Indicators for Purex, 2006 (index)
      • Table Demographic Indicators for Biz, 2006 (index)
      • Table Use of Selected Brands by Consumer Response to Selected Statements, 2006 (index)
    • A Closer Look at the Fabric Softener Consumer
      • Table Fabric Softener Household Penetration by Type, 2004-2006 (%)
      • Table Fabric Softener Household Penetration by Usage, 2004-2006 (%)
      • Table Fabric Softener Use by Type for Selected Demographic Characteristics, 2006 (index)
      • Table Fabric Softener Use by "Usage" for Selected Demographic Characteristics, 2006 (index)
      • Table Fabric Softener Household Penetration by Brand, 2004-2006 (%)
      • Table Demographic Indicators for Downy Liquid, 2006 (index)
      • Table Demographic Indicators for Bounce Sheets, 2006 (index)
      • Table Demographic Indicators for Store Brand, 2006 (index)
      • Table Demographic Indicators for All Brand Sheets, 2006 (index)
      • Table Demographic Indicators for Downy Sheets, 2006 (index)
      • Table Use of Selected Brands by Consumer Response to Selected Statements, 2006 (index)
    • A Closer Look at the Laundry Booster, Pre-Soak & Pre-Cleaner Consumer
      • Table Laundry Booster, Pre-Soak & Pre-Cleaner Household Penetration by Type, 2004-2006 (%)
      • Table Laundry Booster, Pre-Soak & Pre-Cleaner Use by Type for Selected Demographic Characteristics, 2006 (index)
      • Table Laundry Booster, Pre-Soak & Pre-Cleaner Household Penetration by Brand, 2004-2006 (%)
      • Table Demographic Indicators for Shout, 2006 (index)
      • Table Demographic Indicators for Spray 'n Wash, 2006 (index)
      • Table Demographic Indicators for OxiClean, 2006 (index)
      • Table Demographic Indicators for Clorox Bleach Pen, 2006
      • Table Demographic Indicators for Clorox Stain-Out, 2006 (index)
      • Table Use of Selected Brands by Consumer Response to Selected Statements, 2006 (index)

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