Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Home Laundry Products - US - June 2011

The following laundry products are included in this report:

  • clothes-washing detergents (powder and liquid)
  • fabric softeners (sheets and liquid)
  • bleach (liquid and powder)
  • starch (spray and liquid)
  • pretreaters, soaks, and detergent boosters
  • static control sprays, stain releasers, and wrinkle reducers.

This report excludes fabric refreshers (like Febreze) and rug/upholstery care products.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Mature market sees sales in decline since 2008
                        • Low consumer confidence dampens sales
                          • Demographic shifts have accompanied the decline in market, will shape future growth
                            • Green living trends drive product demand
                              • Cutbacks on professional cleaning have offered opportunity for growth
                                • Laundry care rebounds from 2008 losses, while laundry detergent sets tone for market’s 2010 decline
                                  • Two- and five-year trends among major retail channels
                                    • Procter & Gamble is the lead supplier, but Church & Dwight builds share
                                      • Innovations and innovators
                                        • Marketing and branding strategies
                                          • Household use and brand penetration of home laundry products
                                            • Recent purchase data show gender and age shape purchasing
                                              • Previous experience and price are key factors weighed when selecting products
                                                • Deal seeking and brand switching go hand in hand
                                                  • Race/ethnicity shapes purchasing, use, and attitudes
                                                  • Insights and Opportunities

                                                    • Outreach to young, multiethnic population
                                                      • Developing outreach to young moms
                                                        • Connect to moms on an emotional level
                                                          • Green laundry products offer growth prospects
                                                          • Inspire Insights

                                                              • Trend: Brand Review
                                                                • Trend: Men Shopping Badly
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Mature market faces further downward pressure with recession
                                                                      • Dominant detergent segment sees sales fall in 2010
                                                                        • Innovations offer bright spots in the market
                                                                          • Growth prospects in eco-friendly products, new Tide detergent pods, and with young, multiethnic buyers
                                                                            • Sales and forecast of home laundry products
                                                                              • Figure 1: Total U.S. retail sales and forecast of home laundry products, at current prices, 2005-15
                                                                              • Figure 2: Total U.S. retail sales and forecast of home laundry products, at inflation-adjusted prices, 2005-15
                                                                            • Fan chart forecast
                                                                                • Figure 3: FDMx sales and fan chart forecast of home laundry products, at current prices, 2005-15
                                                                              • Walmart sales
                                                                              • Market Drivers

                                                                                • Key points
                                                                                  • With uncertain recovery, consumers continue to economize
                                                                                    • Figure 4: Laundry habits, February 2011
                                                                                  • Consumer confidence offers measure of slow recovery in spending
                                                                                    • Figure 5: University of Michigan’s index of consumer sentiment (ICS)*, 2001-10
                                                                                  • Demographic shifts
                                                                                    • Slowdown in the growth of U.S. households dampens market expansion
                                                                                      • Figure 6: Number of U.S. households, 2000-10
                                                                                    • As whites age, a growing young, multiethnic population becomes key consumer base
                                                                                      • Figure 7: Population by race and Hispanic origin, 2006-16
                                                                                    • Hispanic moms will warrant focus
                                                                                      • Figure 8: Households with children by race and Hispanic origin of householder, 2009
                                                                                    • Interest in more eco-friendly products and practices
                                                                                    • Competitive Context

                                                                                      • Key points
                                                                                        • Professional cleaners compete with at-home laundry activity
                                                                                          • Figure 9: Change in reported regional dry cleaner dollar sales, Q1 2010 vs. Q1 2011
                                                                                        • Air drying undercuts the use of some products
                                                                                          • Figure 10: U.S. sales of laundry accessories, 2005-09
                                                                                        • Household products and home remedies to clean laundry
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Decline in laundry detergent sales set the tone for the overall market; laundry care stands out as a star performer from 2008-10
                                                                                              • Laundry care is fastest-growing segment
                                                                                                • Figure 11: U.S. retail sales of home laundry products, by type, 2008 and 2010
                                                                                            • Segment Performance—Laundry Detergent

                                                                                              • Key points
                                                                                                • Detergent segment sees steep drop in 2010
                                                                                                  • Sales and forecast of laundry detergent
                                                                                                    • Figure 12: Total U.S. retail sales and forecast of laundry detergent, at current prices, 2005-15
                                                                                                • Segment Performance—Fabric Softener (Liquid)

                                                                                                  • Key points
                                                                                                    • Liquid softeners see sales decline since 2008
                                                                                                      • Sales and forecast of liquid fabric softener
                                                                                                        • Figure 13: Total U.S. retail sales and forecast of liquid fabric softener, at current prices, 2005-15
                                                                                                    • Segment Performance—Fabric Softener (Sheets)

                                                                                                      • Key points
                                                                                                        • Fabric softener sheet sales fall from 2005-10
                                                                                                          • Innovative Bounce Dryer Bar fails to attract new customers to the segment
                                                                                                            • Sales and forecast of fabric softener sheets
                                                                                                              • Figure 14: Total U.S. retail sales and forecast of fabric softener sheets, at current prices, 2005-15
                                                                                                          • Segment Performance—Laundry Care

                                                                                                            • Key points
                                                                                                              • Laundry care exhibits most dynamic sales growth over review period
                                                                                                                • Prewash additives offer strongest growth in 2010
                                                                                                                  • Sales and forecast of laundry care
                                                                                                                    • Figure 15: Total U.S. retail sales and forecast of laundry care, at current prices, 2005-15
                                                                                                                • Segment Performance—Bleach

                                                                                                                  • Key points
                                                                                                                    • Bleach sales fall as consumers seek more eco-friendly products
                                                                                                                      • Sales and forecast of bleach
                                                                                                                        • Figure 16: Total U.S. retail sales and forecast of bleach, at current prices, 2005-15
                                                                                                                    • Retail Channels

                                                                                                                      • Key points
                                                                                                                        • “Other” retailers comprise dominant channel, but see sales fall 2008-10
                                                                                                                          • Figure 17: U.S. retail sales of home laundry products, by retail channel, 2008 and 2010
                                                                                                                      • Retail Channels—Supermarkets

                                                                                                                        • Key point
                                                                                                                          • Supermarkets lose sales to other retail channels
                                                                                                                            • Supermarkets expand private label offerings
                                                                                                                              • Figure 18: U.S. supermarket sales of home laundry products, at current prices, 2005-10
                                                                                                                          • Retail Channels—Drug stores

                                                                                                                            • Key point
                                                                                                                              • Drug stores build market share from a small base
                                                                                                                                • Figure 19: U.S. drug store sales of home laundry products, at current prices, 2005-10
                                                                                                                            • Retail Channels—All Other Channels

                                                                                                                              • Key points
                                                                                                                                • “Other” retailers comprise largest channel
                                                                                                                                  • Figure 20: All other channel sales of home laundry products, at current prices, 2005-10
                                                                                                                              • Leading Companies

                                                                                                                                • Key points
                                                                                                                                  • P&G holds its dominant position in the market
                                                                                                                                    • Number two Sun Products loses market share
                                                                                                                                      • Arm & Hammer helps buoy sales for Church & Dwight
                                                                                                                                        • Henkel Group and Clorox Group lose market share
                                                                                                                                          • Private label offerings see FDMx sales fall
                                                                                                                                            • Figure 21: Manufacturer sales of home laundry products at FDMx, 2010 and 2011
                                                                                                                                        • Brand Share—Laundry Detergent

                                                                                                                                          • Key points
                                                                                                                                            • P&G still leads segment, though Church & Dwight shows best performance
                                                                                                                                              • Figure 22: Selected brand sales and market share of laundry detergent at FDMx, 2010 and 2011
                                                                                                                                          • Brand Share—Fabric Softener (Liquid)

                                                                                                                                            • Key points
                                                                                                                                              • Procter & Gamble builds market share with Downy, Gain, and Bounce
                                                                                                                                                • Figure 23: Selected brand sales and market share of liquid fabric softener at FDMx, 2010 and 2011
                                                                                                                                            • Brand Share—Fabric Softener (Sheets)

                                                                                                                                              • Key points
                                                                                                                                                • P&G dominates segment, but Sun Products posts largest gains
                                                                                                                                                  • Figure 24: Selected brand sales and market share of fabric softener sheets at FDMx, 2010 and 2011
                                                                                                                                              • Brand Share—Laundry Care

                                                                                                                                                • Key points
                                                                                                                                                  • Church & Dwight leads with Oxi Clean, as P&G makes inroads
                                                                                                                                                    • Figure 25: Selected brand sales and market share of laundry care at FDMx, 2010 and 2011
                                                                                                                                                • Brand Share—Bleach

                                                                                                                                                  • Key points
                                                                                                                                                    • Clorox leads with almost two thirds of the segment
                                                                                                                                                      • Figure 26: Selected brand sales and market share of bleach at FDMx, 2010 and 2011
                                                                                                                                                  • Innovations and Innovators

                                                                                                                                                    • Key points
                                                                                                                                                      • Detergents key area of new product activity for laundry, fabric care
                                                                                                                                                        • Figure 27: U.S. new product introductions in laundry and fabric care, by subcategory, 2005-10
                                                                                                                                                      • “New and improved” detergents pair superior efficacy with other qualities
                                                                                                                                                        • Tide to roll out PODS in summer/fall of 2011
                                                                                                                                                          • Innovations in softeners place focus on new forms and longer-lasting scents
                                                                                                                                                            • Brand extensions and new formats for stain treatments
                                                                                                                                                              • Innovations in “greener” products and packaging
                                                                                                                                                                • Eco-friendly, botanical, and ethical considerations top claims in new products
                                                                                                                                                                  • Figure 28: U.S. new laundry cleaning product introductions, by top claims, 2005-10
                                                                                                                                                                • Major suppliers expand “free and clear” product lines and take other eco-friendly steps
                                                                                                                                                                  • Eco-friendly and “free and clear” products found in private label offerings
                                                                                                                                                                    • New products from Method and Seventh Generation
                                                                                                                                                                      • Smaller suppliers offer new products with top “green” credentials
                                                                                                                                                                        • Eco-friendly baby laundry detergents
                                                                                                                                                                          • Scent as an important area of innovation
                                                                                                                                                                            • Figure 29: U.S. new household laundry product introductions, by fragrance, 2005-10
                                                                                                                                                                          • Longer-lasting and more varied scents from major suppliers
                                                                                                                                                                            • Niche suppliers emphasize exclusive, upscale look and unique scents
                                                                                                                                                                              • Hip and playful scents from Rockin’ Green
                                                                                                                                                                                • Future trends in fragrances
                                                                                                                                                                                • Marketing Strategies

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Overall brand landscape
                                                                                                                                                                                      • Tide is P&G’s dominant brand and used in a gamut of variations
                                                                                                                                                                                        • P&G’s Bounce and Downy offer distinct softener identities
                                                                                                                                                                                          • Sun Product’s All OxiActive offers no-nonsense effectiveness
                                                                                                                                                                                            • Sun Product’s Wisk offers high value and new science
                                                                                                                                                                                              • Sun Product’s Snuggle Bear gives the softener brand a cute, cuddly identity
                                                                                                                                                                                                • Church & Dwight’s Arm & Hammer has long history as basic household cleaner
                                                                                                                                                                                                  • Television ads showcase major themes in national campaigns
                                                                                                                                                                                                    • Clorox uses humor, targets moms
                                                                                                                                                                                                      • Figure 30: Clorox “lose the stains, not the fun,” 2011
                                                                                                                                                                                                    • All Oxi Active exemplifies marketing of “free and clear” products to moms
                                                                                                                                                                                                      • Figure 31: All Oxi Active television ad for “free and clear” product, 2011
                                                                                                                                                                                                    • Bounce targets young, hip women and invites them to vote online for favorite ad character
                                                                                                                                                                                                      • Figure 32: Bounce—“how do you get your bounce?” ad, 2011
                                                                                                                                                                                                    • OxiClean uses pitchman Sullivan to tout money-saving qualities of product
                                                                                                                                                                                                      • Figure 33: OxiClean “cleaner. Whiter. brighter,” 2011
                                                                                                                                                                                                    • Tide highlights value by contrasting its performance with bargain brands
                                                                                                                                                                                                      • Figure 34: Ultra tide with bleach, 2011
                                                                                                                                                                                                    • Downy ad showcases “scent pearls” and sensory images of family
                                                                                                                                                                                                      • Figure 35: Downy ultra shows long-lasting scent qualities, 2011
                                                                                                                                                                                                    • Websites and social media
                                                                                                                                                                                                      • Major suppliers use multiplatform websites and social media for marketing
                                                                                                                                                                                                        • Figure 36: features of major websites
                                                                                                                                                                                                      • Bounce offers downloadable posters and makes interactive Facebook features central to new campaign
                                                                                                                                                                                                        • Clorox works with Disney to promote products in online shows
                                                                                                                                                                                                        • Household Use of Home Laundry Products

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Laundry detergent and bleach used in nearly every household
                                                                                                                                                                                                              • Figure 37: Types of laundry product used by household, by age of head of household, October 2009-December 2010
                                                                                                                                                                                                            • Variety of products used increases with household income
                                                                                                                                                                                                              • Figure 38: Types of laundry product used by household, by household income, October 2009-December 2010
                                                                                                                                                                                                          • Brand Penetration

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Tide tops brands used; younger consumers more willing to try others
                                                                                                                                                                                                                • Figure 39: Brands of laundry detergent used, by age, October 2009-December 2010
                                                                                                                                                                                                              • Higher-income households more likely to use big brand names
                                                                                                                                                                                                                • Figure 40: Brands of laundry detergent used, by household income, October 2009-December 2010
                                                                                                                                                                                                              • Downy leads Snuggle and All as most widely used fabric softener brand
                                                                                                                                                                                                                • Figure 41: Brands of fabric softener used, October 2009-December 2010
                                                                                                                                                                                                              • Clorox is king of the bleach segment
                                                                                                                                                                                                                • Figure 42: Brands of bleach used, October 2009-December 2010
                                                                                                                                                                                                              • Laundry booster/pretreater users favor Shout
                                                                                                                                                                                                                • Figure 43: Brands of laundry booster/pretreater used, October 2009-December 2010
                                                                                                                                                                                                              • One in two starch users prefer Niagara
                                                                                                                                                                                                                • Figure 44: Brands of spray starch used, October 2009-December 2010
                                                                                                                                                                                                            • Incidence of Recent Product Purchase

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Women buy a wider variety of products
                                                                                                                                                                                                                  • Figure 45: Products bought in last six months, by gender, February 2011
                                                                                                                                                                                                                • Younger adults keep it simple, buying fewer products
                                                                                                                                                                                                                  • Figure 46: Products bought in last six months, by age, February 2011
                                                                                                                                                                                                                • Household income impacts products recently purchased
                                                                                                                                                                                                                  • Figure 47: Products bought in last six months, by household income, February 2011
                                                                                                                                                                                                                • Incidence of buying specific new products
                                                                                                                                                                                                                  • Figure 48: Incidence of buying specific new products, February 2011
                                                                                                                                                                                                              • Attitudes Toward Doing Laundry

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Women more likely to hold positive attitudes toward doing laundry …
                                                                                                                                                                                                                    • Figure 49: Attitudes toward doing laundry, by gender, February 2011
                                                                                                                                                                                                                  • … younger adults, not so much
                                                                                                                                                                                                                    • Figure 50: Attitudes toward doing laundry, by age, February 2011
                                                                                                                                                                                                                • Laundry Product Shopping

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Older consumers are staunchly brand loyal, younger adults driven by savings
                                                                                                                                                                                                                      • Figure 51: Brand loyalty and how purchase decisions are made, by age, February 2011
                                                                                                                                                                                                                    • Desire for good prices not limited by household income
                                                                                                                                                                                                                      • Figure 52: Brand loyalty and how purchase decisions are made, by household income, February 2011
                                                                                                                                                                                                                    • Consumers want savings AND effectiveness
                                                                                                                                                                                                                      • Figure 53: How products are chosen, February 2011
                                                                                                                                                                                                                    • Older consumers more likely to see private label as on par with national brands
                                                                                                                                                                                                                      • Figure 54: Opinion regarding quality of private label products, by age, February 2011
                                                                                                                                                                                                                    • Past experience and price top factors of importance when selecting laundry detergent
                                                                                                                                                                                                                      • Figure 55: Factors of importance when selecting laundry detergent, by age, February 2011
                                                                                                                                                                                                                    • Recommendation from online source least important when selecting laundry detergent
                                                                                                                                                                                                                      • Figure 56: Factors that are not important when selecting laundry detergent, by gender, February 2011
                                                                                                                                                                                                                  • Laundry Habits

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Older consumers prefer task-specific products
                                                                                                                                                                                                                        • Figure 57: Types of product used, by age, February 2011
                                                                                                                                                                                                                      • Younger consumers see differences between more-expensive and bargain brands, but are using private label more than before
                                                                                                                                                                                                                        • Figure 58: Laundry habits, by age, February 2011
                                                                                                                                                                                                                      • Lower-income households adopting cost-cutting measures
                                                                                                                                                                                                                        • Figure 59: Laundry habits, by household income, February 2011
                                                                                                                                                                                                                    • Incidence of Brand Switching

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Fewer than half of consumers have switched laundry detergent brands in past year
                                                                                                                                                                                                                          • Figure 60: Incidence of laundry detergent brand switching, by selected demographics, February 2011
                                                                                                                                                                                                                        • Appeal of cheaper brand drives switching
                                                                                                                                                                                                                          • Figure 61: Reasons for switching laundry detergent brands, by age, February 2011
                                                                                                                                                                                                                        • Recommendations more likely to cause upper-income consumers to switch
                                                                                                                                                                                                                          • Figure 62: Reasons for switching laundry detergent brands, by household income, February 2011
                                                                                                                                                                                                                      • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Incidence of product use among blacks highest for key segments
                                                                                                                                                                                                                            • Figure 63: Types of laundry product used by household, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                                                          • Black consumers have a wide laundry detergent brand repertoire
                                                                                                                                                                                                                            • Figure 64: Brands of laundry detergent used, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                                                          • Downy fabric softeners on top, favored heavily in Asian and Hispanic households
                                                                                                                                                                                                                            • Figure 65: Brands of fabric softener used, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                                                          • Wider range of products bought by black consumers
                                                                                                                                                                                                                            • Figure 66: Products bought in last six months, by race/Hispanic origin, February 2011
                                                                                                                                                                                                                          • Black consumers take their laundry seriously
                                                                                                                                                                                                                            • Figure 67: Attitudes toward doing laundry, by race/Hispanic origin, February 2011
                                                                                                                                                                                                                          • Low prices and promotions drive Hispanic and other consumers’ choices
                                                                                                                                                                                                                            • Figure 68: Brand loyalty and how purchase decisions are made, by race/Hispanic origin, February 2011
                                                                                                                                                                                                                          • Past experience and price top important deciding factors, but non-white consumers much more likely to say scent is important as well
                                                                                                                                                                                                                            • Figure 69: Factors of importance when selecting laundry detergent, by race/Hispanic origin, February 2011
                                                                                                                                                                                                                          • Non-whites more likely to search for products that make clothes last longer
                                                                                                                                                                                                                            • Figure 70: Types of product used, by race/Hispanic origin, February 2011
                                                                                                                                                                                                                          • Black and “other race” consumers prefer products that save steps, feel more-expensive products work better
                                                                                                                                                                                                                            • Figure 71: Laundry habits, by race/Hispanic origin, February 2011
                                                                                                                                                                                                                          • Blacks least likely to switch for cheaper brand, most likely to switch for higher quality
                                                                                                                                                                                                                            • Figure 72: Reasons for switching laundry detergent brands, by race/Hispanic origin, February 2011
                                                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                                                            • Price Conscious
                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                    • Brand Loyalists
                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                            • Laundry Gurus
                                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                    • Characteristic tables
                                                                                                                                                                                                                                                      • Figure 73: Laundry product consumer clusters, June 2011
                                                                                                                                                                                                                                                      • Figure 74: Products bought in last six months, by laundry product consumer clusters, June 2011
                                                                                                                                                                                                                                                      • Figure 75: Factors of importance when selecting products, by laundry product consumer clusters, June 2011
                                                                                                                                                                                                                                                      • Figure 76: Brand loyalty and how purchase decisions are made, by laundry product consumer clusters, June 2011
                                                                                                                                                                                                                                                      • Figure 77: Laundry habits, by laundry product consumer clusters, June 2011
                                                                                                                                                                                                                                                      • Figure 78: Laundry practices and attitudes, by laundry product consumer clusters, June 2011
                                                                                                                                                                                                                                                      • Figure 79: Incidence of changing laundry detergent brands, by laundry product consumer clusters, June 2011
                                                                                                                                                                                                                                                      • Figure 80: Reasons for switching laundry detergent brands, by laundry product consumer clusters, June 2011
                                                                                                                                                                                                                                                      • Figure 81: Incidence of buying specific new products, by laundry product consumer clusters, June 2011
                                                                                                                                                                                                                                                    • Demographic tables
                                                                                                                                                                                                                                                      • Figure 82: Laundry product consumer clusters, by gender, June 2011
                                                                                                                                                                                                                                                      • Figure 83: Laundry product consumer clusters, by age, June 2011
                                                                                                                                                                                                                                                      • Figure 84: Laundry product consumer clusters, by household income, June 2011
                                                                                                                                                                                                                                                      • Figure 85: Laundry product consumer clusters, by race, June 2011
                                                                                                                                                                                                                                                      • Figure 86: Laundry product consumer clusters, by Hispanic origin, June 2011
                                                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                                                                                                        • Dads more willing to take a risk in selecting products, but also more willing to ask for recommendations
                                                                                                                                                                                                                                                            • Figure 87: Factors of importance when selecting laundry detergent, moms vs. dads, February 2011
                                                                                                                                                                                                                                                          • Dads want highly effective products that don’t require much effort on their part
                                                                                                                                                                                                                                                            • Figure 88: Attitudes toward doing laundry, moms vs. dads, February 2011
                                                                                                                                                                                                                                                          • Dads love a deal
                                                                                                                                                                                                                                                              • Figure 89: Brand loyalty and how purchase decisions are made, moms vs. dads, February 2011
                                                                                                                                                                                                                                                            • Dads less likely to switch laundry detergent brands; when they do, it’s in search of higher quality
                                                                                                                                                                                                                                                              • Figure 90: Incidence of laundry detergent brand switching, moms vs. dads, February 2011
                                                                                                                                                                                                                                                              • Figure 91: Reasons for switching laundry detergent brands, moms vs. dads, February 2011
                                                                                                                                                                                                                                                          • SymphonyIRI Group Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                              • Overview of laundry detergent
                                                                                                                                                                                                                                                                • Liquid laundry detergent
                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                      • Figure 92: Brand map, selected brands of liquid laundry detergent buying rate by household penetration, 2010*
                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                        • Figure 93: Key purchase measures for the top brands of liquid laundry detergent, by household penetration, 2010*
                                                                                                                                                                                                                                                                      • Powder laundry detergent
                                                                                                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                            • Figure 94: Brand map, selected brands of powder laundry detergent buying rate by household penetration, 2010*
                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                              • Figure 95: Key purchase measures for the top brands of powder laundry detergent, by household penetration, 2010*
                                                                                                                                                                                                                                                                            • Fabric softener liquid
                                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                                  • Figure 96: Brand map, selected brands of fabric softener liquid buying rate by household penetration, 2010*
                                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                                    • Figure 97: Key purchase measures for the top brands of fabric softener liquid, by household penetration, 2010*
                                                                                                                                                                                                                                                                                  • Fabric softener sheets
                                                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                                        • Figure 98: Brand map, selected brands of fabric softener sheets buying rate by household penetration, 2010*
                                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                                          • Figure 99: Key purchase measures for the top brands of fabric softener sheets, by household penetration, 2010*
                                                                                                                                                                                                                                                                                      • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                        • Types of product used, by household income
                                                                                                                                                                                                                                                                                          • Figure 100: Types of product used, by household income, February 2011
                                                                                                                                                                                                                                                                                        • How products are chosen, by race/Hispanic origin
                                                                                                                                                                                                                                                                                          • Figure 101: How products are chosen, by race/Hispanic origin, February 2011
                                                                                                                                                                                                                                                                                      • Appendix—IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                          • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                                                            • Association of Home Appliance Manufacturers
                                                                                                                                                                                                                                                                                            • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                                                            • Clorox Company , The
                                                                                                                                                                                                                                                                                            • Colgate-Palmolive Company
                                                                                                                                                                                                                                                                                            • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                                                            • Reckitt Benckiser USA
                                                                                                                                                                                                                                                                                            • S.C. Johnson & Son, Inc.
                                                                                                                                                                                                                                                                                            • Safeway Inc
                                                                                                                                                                                                                                                                                            • The Consumer Specialty Products Association (CSPA)—Cleaning Products Division
                                                                                                                                                                                                                                                                                            • The Soap and Detergent Association
                                                                                                                                                                                                                                                                                            • The Sun Products Corporation
                                                                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                            • Walgreen Co
                                                                                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                            • Whole Foods Market Inc

                                                                                                                                                                                                                                                                                            Home Laundry Products - US - June 2011

                                                                                                                                                                                                                                                                                            £3,199.84 (Excl.Tax)