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Home Laundry Product Market - US - September 2012

Some questions answered in the US 'Home Laundry Products' Market Report include:

  • Is price the bottom line in laundry product purchase decisions?
  • How big an idea is scent in the home laundry products category?
  • What impact do multibenefit products have on overall category sales?
  • What are the prospects for unit dose pack detergents?

The following laundry products are included in this report:

  • clothes-washing detergentsliquid fabric softeners (also includes solid-form in-wash scent boosters)
  • fabric softener sheets (also includes dryer bars)
  • laundry care products (laundry prewash/additive, fine washable detergents, laundry starch, static control/fabric protectors)
  • bleach (SHC and color-safe).

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

 

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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

                        • The market
                          • Economic pressure continues to restrain category growth
                            • New products add spark, point to potential
                              • Figure 1: Total U.S. sales and fan chart forecast of home laundry products, at current prices, 2007-17
                            • Market factors
                              • Wavering consumer sentiment keeps sales in check
                                • Figure 2: Thomson Reuters/University of Michigan’s Index of Consumer Sentiment (ICS), 2007-12
                              • Market segmentation
                                • Laundry detergent sets pace for category with 69% of sales
                                  • Figure 3: Share of U.S. retail sales of home laundry products, by segment, 2010 and 2012
                                • Retail channels
                                  • Supermarkets lose to drug stores, others
                                    • Figure 4: Share of U.S. retail sales of home laundry products, by retail channel, 2010 and 2012
                                  • Leading companies
                                    • Procter & Gamble dominates category sales
                                      • Figure 5: Manufacturer share of sales of home laundry products at FDMx, 2011 and 2012
                                    • The consumer
                                      • Laundry detergent use near universal, other product types show declines
                                        • Figure 6: Types of laundry products used by household, February 2007-March 2012
                                      • Stain-fighting additives popular, pack detergents and scent boosters have room to grow
                                        • Figure 7: Interest in and trial of new home laundry products, May 2012
                                      • Doing laundry a frequent and important task
                                        • Figure 8: Frequency of home laundry tasks, May 2012
                                      • Home laundry shoppers are deal focused, but still brand conscious
                                        • Figure 9: Laundry detergent shopping behaviors, May 2012
                                      • Laundry detergent attribute importance
                                        • Figure 10: Importance of laundry detergent attributes, very important, May 2012
                                      • Fabric softener attribute importance
                                        • Figure 11: Importance of fabric softener attributes, very important, May 2012
                                      • Home laundry attitudes
                                        • Figure 12: Home laundry attitudes, May 2012
                                      • What we think
                                      • Issues in the Market

                                          • Is price the bottom line in laundry product purchase decisions?
                                            • How big an idea is scent in the home laundry products category?
                                              • What impact do multibenefit products have on overall category sales?
                                                • What are the prospects for unit dose pack detergents?
                                                • Insights and Opportunities

                                                  • Boosting boosters
                                                    • Millennials and the laundry
                                                      • Making the laundry aisle their own
                                                      • Trend Applications

                                                          • Trend: Make it Mine
                                                            • Trend: The Unfairer Sex
                                                              • 2015 Trend: Brand Intervention
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Economic pressure continues to restrain category growth
                                                                    • Laundry detergent paces category
                                                                      • New products add spark, point to potential
                                                                        • Figure 13: Total U.S. retail sales and forecast of home laundry products, at current prices, 2007-17
                                                                        • Figure 14: Total U.S. retail sales and forecast of home laundry products, at inflation-adjusted prices, 2007-17
                                                                      • Fan chart forecast
                                                                          • Figure 15: Total U.S. retail sales and fan chart forecast of home laundry products, at current prices, 2007-17
                                                                        • Walmart sales
                                                                        • Market Drivers

                                                                          • Shaky consumer sentiment limits category growth
                                                                            • Figure 16: Home laundry product economizing shopping behaviors, May 2012
                                                                            • Figure 17: Thomson Reuters/University of Michigan’s index of consumer sentiment (ICS), 2007-12
                                                                          • Household growth slows, especially households with kids
                                                                            • Figure 18: Households, by presence of children, 2001-11
                                                                          • Population shifts make home laundry market more diverse
                                                                            • Figure 19: Households with children by race and Hispanic origin of householder, 2011
                                                                            • Figure 20: Population, by race and Hispanic origin, 2007-17
                                                                        • Competitive Context

                                                                          • Private label gives back gains
                                                                            • Figure 21: Private label market share in FDMx, by segment, 2007-12
                                                                          • Stores accelerate pace of private label launches
                                                                            • Figure 22: Private label and name brand share of home laundry new product launches, 2007-12
                                                                          • Eco-friendly brand growth stalls in mainstream channels
                                                                              • Figure 23: FDMx home laundry product sales of select brands positioned as environmentally friendly, 2007-12
                                                                            • Sales in natural food stores gain, but represent only a sliver of total market
                                                                              • Figure 24: Natural supermarket sales of home laundry products, at current prices, 2009-11
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Accounting for 69% of sales, laundry detergent sets pace for category
                                                                                • Figure 25: U.S. retail sales of home laundry products, by type, 2010 and 2012
                                                                            • Segment Performance—Laundry Detergent

                                                                              • Key points
                                                                                • Flat sales in home laundry’s defining segment
                                                                                  • Value focus
                                                                                    • Unit dose packs may change shape of segment
                                                                                      • Figure 26: Total U.S. retail sales and forecast of laundry detergent, at current prices, 2007-17
                                                                                    • Liquid detergents account for most sales, pods/packs expected to gain
                                                                                      • Figure 27: FDMx share of laundry detergent subsegments, 2007-12
                                                                                  • Segment Performance—Fabric Softener (Liquid)

                                                                                    • Key points
                                                                                      • Scent boosters refresh segment sales
                                                                                        • Figure 28: Total U.S. retail sales and forecast of liquid fabric softener, at current prices, 2007-17
                                                                                    • Segment Performance—Fabric Softener (Sheets)

                                                                                      • Key points
                                                                                        • Three years in, dryer bars appear to have helped to stabilize segment
                                                                                          • Figure 29: Total U.S. retail sales and forecast of fabric softener sheets, at current prices, 2007-17
                                                                                      • Segment Performance—Laundry Care

                                                                                        • Key points
                                                                                          • Sales trends turn on the tug between results and convenience
                                                                                            • Offering it both ways
                                                                                              • Figure 30: Total U.S. retail sales and forecast of laundry care, at current prices, 2007-17
                                                                                            • Prewashes and additives account for three quarters of laundry care sales
                                                                                              • Figure 31: FDMx share of laundry care subsegments, 2007-12
                                                                                          • Segment Performance—Bleach

                                                                                            • Key points
                                                                                              • Bleach continues slide as consumers opt for easier, safer alternatives
                                                                                                • Clorox concentrates
                                                                                                  • Figure 32: Total U.S. retail sales and forecast of bleach, at current prices, 2007-17
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Drug stores and other channels gain share
                                                                                                    • Figure 33: U.S. retail sales of home laundry products, by retail channel, 2010 and 2012
                                                                                                • Retail Channels—Supermarkets

                                                                                                  • Key points
                                                                                                    • Supermarkets lose share of category sales
                                                                                                      • Figure 34: U.S. supermarket sales of home laundry products, at current prices, 2007-12
                                                                                                  • Retail Channels—Drug Stores

                                                                                                    • Key points
                                                                                                      • Drug stores benefit from aging population
                                                                                                        • Figure 35: U.S. drug store sales of home laundry products, at current prices, 2007-12
                                                                                                    • Retail Channels—Other Channels

                                                                                                      • Key points
                                                                                                        • Other retailers offer different expressions of value
                                                                                                          • Target highlights the newest innovations in the aisle
                                                                                                            • Figure 36: Other channel sales of home laundry products, at current prices, 2007-12
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • P&G maintains dominance in top segments
                                                                                                              • Value positioning helps Church & Dwight move into number two spot
                                                                                                                • Sun Products holds share
                                                                                                                  • Manufacturer sales of home laundry products
                                                                                                                    • Figure 37: Manufacturer sales of home laundry products at FDMx, 2011 and 2012
                                                                                                                • Brand Share—Laundry Detergent

                                                                                                                  • Key points
                                                                                                                    • Church & Dwight gains share with consumers looking to economize
                                                                                                                      • Sun goes oxi to fight stains
                                                                                                                        • Pod race begins, Tide grabs early lead
                                                                                                                          • Manufacturer sales of laundry detergent
                                                                                                                            • Figure 38: Selected brand sales and market share of laundry detergent at FDMx, 2011 and 2012
                                                                                                                        • Brand Share—Fabric Softener (Liquid)

                                                                                                                          • Key points
                                                                                                                            • Scents increasingly define segment
                                                                                                                              • Downy Silk Touch reformulation focuses on fabric softening
                                                                                                                                • Manufacturer sales of liquid fabric softener
                                                                                                                                  • Figure 39: Selected brand sales and market share of liquid fabric softener at FDMx, 2011 and 2012
                                                                                                                              • Brand Share—Fabric Softener (Sheets)

                                                                                                                                • Key points
                                                                                                                                  • P&G and Bounce hold commanding lead of segment
                                                                                                                                    • Snuggle a far smaller but solid number two branded competitor
                                                                                                                                      • Manufacturer sales of fabric softener sheets
                                                                                                                                        • Figure 40: Selected brand sales and market share of fabric softener sheets at FDMx, 2010 and 2011
                                                                                                                                    • Brand Share—Laundry Care

                                                                                                                                      • Key points
                                                                                                                                        • Stain fighters set pace for laundry care segment
                                                                                                                                          • Manufacturer sales of laundry care
                                                                                                                                            • Figure 41: Selected brand sales and market share of laundry care at FDMx, 2010 and 2011
                                                                                                                                        • Brand Share—Bleach

                                                                                                                                          • Key points
                                                                                                                                            • Clorox holds off private label
                                                                                                                                              • Clorox moves to concentrated formulas
                                                                                                                                                • Manufacturer sales of bleach
                                                                                                                                                  • Figure 42: Selected brand sales and market share of bleach at FDMx, 2010 and 2011
                                                                                                                                              • Innovations and Innovators

                                                                                                                                                • Laundry detergents account for half of category new product launches
                                                                                                                                                  • Figure 43: Home laundry new product launches, by subcategory, 2007-12*
                                                                                                                                                • Liquids dominate detergent launches, capsules on the rise
                                                                                                                                                  • Figure 44: Laundry detergent new product launches, by product form, 2007-12
                                                                                                                                                • Aromatherapy: scents a key focus for new product launches
                                                                                                                                                  • Cleaning and stain-fighting power
                                                                                                                                                    • Environmentally friendly development continues
                                                                                                                                                    • Marketing Strategies

                                                                                                                                                      • Overview: marketing spend for big brands dips in 2011
                                                                                                                                                        • Tide markets on multiple fronts, reinforcing megabrand status
                                                                                                                                                          • Tide fends off competitive packs with superior stain-fighting message
                                                                                                                                                            • Figure 45: Tide Pods “Pop In, Stand Out” TV ad, 2012
                                                                                                                                                          • Tide campaign breaks from mom-rules-the-laundry-room perspective
                                                                                                                                                            • Figure 46: Tide Total Care “Ninja” TV ad, 2012
                                                                                                                                                          • Tide online
                                                                                                                                                            • Downy Unstopables shakes up brand
                                                                                                                                                              • Figure 47: Downy Unstopables “Jimmy’s Unstopable Tour” TV ad, 2012
                                                                                                                                                            • Downy base brand focuses on softening benefits and value
                                                                                                                                                              • Figure 48: Ultra Downy Silk Touch “T-shirts” TV ad, 2012
                                                                                                                                                            • Downy online
                                                                                                                                                              • Bounce leverages form variety to drive usage
                                                                                                                                                                • Figure 49: Bounce “Put ‘Em” TV ad, 2012
                                                                                                                                                              • Bounce online
                                                                                                                                                                • Arm & Hammer combines value pricing and cleaning effectiveness
                                                                                                                                                                  • Figure 50: Arm & Hammer Power Packs “Big Clean, Small Price” TV ad, 2012
                                                                                                                                                                • Arm & Hammer online
                                                                                                                                                                • Household Use of Home Laundry Products

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Laundry detergent use near universal, other product types show declines
                                                                                                                                                                      • Figure 51: Types of laundry products used by household, February 2007-March 2012
                                                                                                                                                                    • Young adults a little less likely to use some specialized laundry products
                                                                                                                                                                      • Figure 52: Types of laundry products used by household, by age, January 2011-March 2012
                                                                                                                                                                    • Larger households use wider variety of products
                                                                                                                                                                      • Figure 53: Types of laundry products used by household, by household size, January 2011-March 2012
                                                                                                                                                                  • Brand Penetration

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Laundry detergent
                                                                                                                                                                        • Tide leads all other detergent brands in household penetration
                                                                                                                                                                          • Figure 54: Brands of laundry soaps and detergents used by household, by age, January 2011-March 2012
                                                                                                                                                                        • Lower-income detergent shoppers use more brands, more deal focused
                                                                                                                                                                          • Figure 55: Brands of laundry soaps and detergents used by household, by household income, January 2011-March 2012
                                                                                                                                                                        • Boosters/presoaks/precleaners
                                                                                                                                                                          • Shout used in more households, but OxiClean may be used more frequently
                                                                                                                                                                            • Figure 56: Brands of laundry booster/presoak/precleaner used by household, by household size, January 2011-March 2012
                                                                                                                                                                          • Fabric softeners
                                                                                                                                                                            • Downy liquid and Bounce sheets by far most popular brands
                                                                                                                                                                              • Figure 57: Brands of fabric softener used by household, by household income, January 2011-March 2012
                                                                                                                                                                            • Bleach
                                                                                                                                                                              • Clorox dominates bleach
                                                                                                                                                                                • Figure 58: Brands of bleach used by household, by household income, January 2011-March 2012
                                                                                                                                                                              • Spray starch
                                                                                                                                                                                • Figure 59: Brands of spray starch used by household, by age, January 2011-March 2012
                                                                                                                                                                            • Incidence of Recent Product Purchase

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Women more likely to make recent purchases for most product types
                                                                                                                                                                                  • Figure 60: Home laundry product purchase incidence, by gender, May 2012
                                                                                                                                                                                • Recent purchase of most products peaks in 30s-50s
                                                                                                                                                                                  • Figure 61: Home laundry product purchase incidence, by age, May 2012
                                                                                                                                                                              • Interest in and Trial of New Laundry Products

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • In-wash stain-fighting additives the most popular specialized products
                                                                                                                                                                                    • Pack/pod detergents and in-wash scent boosters have room to grow
                                                                                                                                                                                      • Considerable upside for several specialized laundry products
                                                                                                                                                                                        • Figure 62: Interest in and trial of new home laundry products, May 2012
                                                                                                                                                                                      • Younger adults open to wider variety of laundry products
                                                                                                                                                                                        • Figure 63: Any interest in and trial of new home laundry products, by age, May 2012
                                                                                                                                                                                      • Shoppers from large households interested in a wide variety of laundry products
                                                                                                                                                                                        • Figure 64: Any interest in and trial of new home laundry products, by household size, May 2012
                                                                                                                                                                                    • Laundry Task Frequency

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Most households do multiple loads of laundry per week
                                                                                                                                                                                          • Ironing far less frequent
                                                                                                                                                                                            • Figure 65: Frequency of home laundry tasks, May 2012
                                                                                                                                                                                          • Parent-aged adults do more laundry, younger adults more likely to do ironing
                                                                                                                                                                                            • Figure 66: Frequency of home laundry tasks, by age, May 2012
                                                                                                                                                                                          • More people in the household means more loads of laundry per week
                                                                                                                                                                                            • Figure 67: Frequency of home laundry tasks, by household size, May 2012
                                                                                                                                                                                        • Home Laundry Product Shopping Behaviors

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Deal focused but still brand conscious
                                                                                                                                                                                              • Strong promotional response
                                                                                                                                                                                                • Promotions help leading brands hold their lead
                                                                                                                                                                                                  • Store brands underdeveloped
                                                                                                                                                                                                    • Just cutting price doesn’t cut it
                                                                                                                                                                                                      • Figure 68: Laundry detergent and fabric softener shopping behaviors, May 2012
                                                                                                                                                                                                    • Women a little more deal focused than men
                                                                                                                                                                                                      • Figure 69: Laundry detergent shopping behaviors, by gender, May 2012
                                                                                                                                                                                                      • Figure 70: Fabric softener shopping behaviors, by gender, May 2012
                                                                                                                                                                                                    • Younger home laundry shoppers more likely to decide at the shelf
                                                                                                                                                                                                      • Figure 71: Laundry detergent shopping behaviors, by age, May 2012
                                                                                                                                                                                                      • Figure 72: Fabric softener shopping behaviors, by age, May 2012
                                                                                                                                                                                                    • Lower-income shoppers especially focused on value
                                                                                                                                                                                                      • Figure 73: Laundry detergent shopping behaviors, by household income, May 2012
                                                                                                                                                                                                      • Figure 74: Fabric softener shopping behaviors, by household income, May 2012
                                                                                                                                                                                                  • Laundry Detergent Attribute Importance

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Stain-fighting power a key attribute, drives detergent line extensions
                                                                                                                                                                                                        • Form, low-temperature effectiveness, and scent/fragrance also important
                                                                                                                                                                                                          • Sustainability benefits of moderate importance
                                                                                                                                                                                                            • Figure 75: Importance of laundry detergent attributes, May 2012
                                                                                                                                                                                                          • Women more attuned than men to laundry detergent attributes
                                                                                                                                                                                                            • Figure 76: Importance of laundry detergent attributes, by gender, May 2012
                                                                                                                                                                                                          • Bigger households elevate importance of most detergent attributes
                                                                                                                                                                                                            • Figure 77: Importance of laundry detergent attributes, by household size, May 2012
                                                                                                                                                                                                        • Fabric Softener Attributes

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Scent/fragrance is as important as fabric softening, driving new products
                                                                                                                                                                                                              • Downy base brand refocuses on softness with SilkTouch
                                                                                                                                                                                                                • Eco-friendly attribute of only moderate interest in fabric softeners
                                                                                                                                                                                                                  • Figure 78: Importance of fabric softener attributes, May 2012
                                                                                                                                                                                                                • Women more engaged in segment
                                                                                                                                                                                                                  • Figure 79: Importance of fabric softener attributes, by gender, May 2012
                                                                                                                                                                                                                • Young purchasers have longer list of attributes to consider
                                                                                                                                                                                                                  • Figure 80: Importance of fabric softener attributes, by age, May 2012
                                                                                                                                                                                                              • Home Laundry Attitudes

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Doing the laundry can deliver a strong emotional payoff
                                                                                                                                                                                                                    • Consumers see modest performance improvements in new products
                                                                                                                                                                                                                      • Even split between combination products and mixing for each load
                                                                                                                                                                                                                        • Store brands appear to have room to grow
                                                                                                                                                                                                                          • Figure 81: Home laundry attitudes, May 2012
                                                                                                                                                                                                                        • Young adults less emotionally engaged, more interested in convenience
                                                                                                                                                                                                                          • Figure 82: Home laundry attitudes, any agree, by age, May 2012
                                                                                                                                                                                                                      • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Blacks, Hispanics tend to use wider array of home laundry products
                                                                                                                                                                                                                            • Figure 83: Home laundry product purchase incidence, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                          • Blacks do laundry less frequently but iron far more often
                                                                                                                                                                                                                            • Figure 84: Frequency of home laundry tasks, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                          • Cleaning power essential to black shoppers
                                                                                                                                                                                                                            • Figure 85: Importance of laundry detergent attributes, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                          • Hispanics value wide variety of fabric softener benefits
                                                                                                                                                                                                                            • Figure 86: Importance of fabric softener attributes, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                          • Non-whites more likely to show interest in new or specialized products
                                                                                                                                                                                                                            • Figure 87: Any interest in and trial of new home laundry products, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                          • Emotional side of laundry especially powerful for blacks and Hispanics
                                                                                                                                                                                                                            • Hispanics a key target for new products
                                                                                                                                                                                                                              • Figure 88: Home laundry attitudes, any agree, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                                                                              • Figure 89: Target clusters, May 2012
                                                                                                                                                                                                                            • Satisfied Seniors
                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                    • Product Pros
                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                            • Massive Middles
                                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                    • Laundry is Loves
                                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                                            • Cluster characteristic tables
                                                                                                                                                                                                                                                              • Figure 90: Home laundry product purchase incidence, by target clusters, May 2012
                                                                                                                                                                                                                                                              • Figure 91: Frequency of home laundry tasks, by target clusters, May 2012
                                                                                                                                                                                                                                                              • Figure 92: Laundry detergent shopping behaviors, by target clusters, May 2012
                                                                                                                                                                                                                                                              • Figure 93: Fabric softener shopping behaviors, by target clusters, May 2012
                                                                                                                                                                                                                                                              • Figure 94: Importance of laundry detergent attributes, by target clusters, May 2012
                                                                                                                                                                                                                                                              • Figure 95: Importance of fabric softener attributes, by target clusters, May 2012
                                                                                                                                                                                                                                                              • Figure 96: Any interest in and trial of new home laundry products, by target clusters, May 2012
                                                                                                                                                                                                                                                              • Figure 97: Home laundry attitudes, any agree, by target clusters, May 2012
                                                                                                                                                                                                                                                            • Cluster demographic tables
                                                                                                                                                                                                                                                              • Figure 98: Target clusters, by demographics, May 2012
                                                                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                                                                                              • Overview
                                                                                                                                                                                                                                                                • Presence of kids increases purchase incidence among both men and women
                                                                                                                                                                                                                                                                    • Figure 99: Home laundry product purchase incidence, by gender and presence of children in household, May 2012
                                                                                                                                                                                                                                                                  • Moms somewhat more deal driven
                                                                                                                                                                                                                                                                      • Figure 100: Laundry detergent shopping behaviors, by gender and presence of children in household, May 2012
                                                                                                                                                                                                                                                                    • Moms more attuned to key laundry detergent benefits
                                                                                                                                                                                                                                                                      • Figure 101: Importance of laundry detergent attributes, by gender and presence of children in household, May 2012
                                                                                                                                                                                                                                                                      • Figure 102: Importance of fabric softener attributes, by gender and presence of children in household, May 2012
                                                                                                                                                                                                                                                                    • Kids change men’s laundry attitudes as much as or more than women’s
                                                                                                                                                                                                                                                                      • Figure 103: Home laundry attitudes, by gender and presence of children in household, May 2012
                                                                                                                                                                                                                                                                  • SymphonyIRI Group Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                                      • Overview of laundry detergent
                                                                                                                                                                                                                                                                        • Liquid laundry detergent
                                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                              • Figure 104: Brand map, selected brands of liquid laundry detergent buying rate, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                                • Figure 105: Key purchase measures for the top brands of liquid laundry detergent, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                                                              • Powder laundry detergent
                                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                    • Figure 106: Brand map, selected brands of powder laundry detergent buying rate, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                                      • Figure 107: Key purchase measures for the top brands of powder laundry detergent, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                                                                    • Liquid fabric softener
                                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                                          • Figure 108: Brand map, selected brands of liquid fabric softener, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                                            • Figure 109: Key purchase measures for the top brands of liquid fabric softener, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                                                                          • Fabric softener sheets
                                                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                                • Figure 110: Brand map, selected brands of fabric softener sheets, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                                  • Figure 111: Key purchase measures for the top brands of fabric softener sheets, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                                                • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                                                                • Clorox Company , The
                                                                                                                                                                                                                                                                                                • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                                                                • Henkel Corporation
                                                                                                                                                                                                                                                                                                • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                                                                                                • The Sun Products Corporation

                                                                                                                                                                                                                                                                                                Home Laundry Product Market - US - September 2012

                                                                                                                                                                                                                                                                                                £3,199.84 (Excl.Tax)