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Household Cleaning Equipment - US - July 2012

Difficult economic conditions continue to put pressure on the household cleaning equipment market, which has seen sales decline in four of the last five years. Changing cleaning habits are also evident in marketplace results as cleaning equipment emphasizing convenience and ease continues to gain share. Putting the category back on a growth track will require innovation from both marketers and retailers.

This report provides in-depth analysis of sales and market share trends across in the category. In addition, Mintel explores consumer attitudes and behaviors concerning both using and shopping for household cleaning equipment. Among the topics examined are the cleaning equipment features and benefits that house cleaners value most, the potential for environmentally-friendly cleaning tools, and the opportunity to reinvent the retail experience in order to rekindle interest in the category.

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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
                  • Executive Summary

                      • The market
                        • Figure 1: Total U.S. sales of household cleaning equipment fan chart forecast with best- and worst-case scenarios, 2007-17
                      • Market factors
                        • Economic overview
                          • Figure 2: Thompson Reuters/University of Michigan’s index of consumer sentiment (ICS), 2007-12
                        • Demographic overview
                          • Market segmentation
                            • Figure 3: Total U.S. retail sales of household cleaning equipment, by segment, 2010 and 2012
                          • Retail channels
                              • Figure 4: Retail sales of household cleaning equipment, by channel, 2010 and 2012
                            • Leading companies
                              • Figure 5: Leading companies' FDMx sales of household cleaning equipment in the U.S., 2011 and 2012
                            • The Consumer
                              • Responsibility for household cleaning and purchasing cleaning equipment
                                • Figure 6: Responsibility for household cleaning and purchasing cleaning equipment, by gender, March 2012
                              • Usage frequency
                                • Figure 7: Usage frequency of household cleaning equipment, March 2012
                              • Cleaning equipment preferences
                                • Figure 8: Household cleaning equipment preferences, March 2012
                              • Shopping behaviors
                                • Figure 9: Household cleaning equipment shopping behaviors, March 2012
                              • Information sources
                                • Figure 10: Sources of housecleaning information, ideas, advice, and product recommendations, use a lot, March 2012
                              • Cleaning challenges
                                • Figure 11: Cleaning challenges, big problem, March 2012
                              • Household cleaning attitudes and behaviors
                                • Figure 12: Cleaning behaviors and attitudes, March 2012
                              • What we think
                              • Issues in the Market

                                  • What product benefits are most important in cleaning equipment?
                                    • Can environmental friendliness make a difference?
                                      • Disposable vs. reusable. Who wins?
                                      • Insights and Opportunities

                                        • Rethink the retail experience
                                          • Leverage store brands
                                            • Clean like a man
                                            • Inspire Insights

                                                • Experience is All
                                                  • Perfecting the Details
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Cleaning tools/mops/brooms sets mostly negative tone for total category
                                                        • Saving money, time, and effort
                                                          • What’s next?
                                                            • Figure 13: Total U.S. retail sales of household cleaning equipment at current prices, 2007-17
                                                            • Figure 14: Total U.S. retail sales of household cleaning equipment at inflation-adjusted prices, 2007-17
                                                          • Fan chart forecast of household cleaning equipment
                                                              • Figure 15: Total U.S. sales of household cleaning equipment fan chart forecast with best- and worst-case scenarios, 2007-17
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Economic overview
                                                                • Unemployment and underemployment
                                                                  • Figure 16: U.S. unemployment and underemployment rates, 2007-12
                                                                • Household income
                                                                  • Figure 17: Median household income in inflation-adjusted dollars, 2000-10
                                                                • Consumer Confidence
                                                                  • Figure 18: Thompson Reuters/University of Michigan’s index of consumer sentiment (ICS), 2007-12
                                                                • Homeownership
                                                                  • Figure 19: Homeownership rate*, 2007-12
                                                                • Demographic overview
                                                                  • Number of households and households with kids
                                                                    • Figure 20: Households by presence of children, 2001-11
                                                                  • Hispanic population growth
                                                                    • Figure 21: Hispanic population by age groups, 2007-17
                                                                    • Figure 22: Total U.S. population by age groups, 2007-17
                                                                • Competitive Context

                                                                  • Key points
                                                                    • The broader household cleaning context
                                                                      • Figure 23: FDMx sales in select household cleaning product segments, 2005-10
                                                                    • Private label increases share, opportunities vary across segments
                                                                      • Figure 24: FDMx household cleaning equipment private label market share, by segment, 2007-12
                                                                  • Segment Performance

                                                                    • Slow sales in largest, most diverse segment weigh on category results
                                                                      • Figure 25: Total U.S. retail sales of household cleaning equipment, by segment, 2010 and 2012
                                                                  • Segment Performance—Cleaning Tools, Mops, and Brooms

                                                                    • Key points
                                                                      • Large and diverse segment feels pressure of weak economy
                                                                        • Pockets of success show potential for innovative products
                                                                          • Figure 26: Total U.S. retail sales of household cleaning tools/mops/brooms, at current prices, 2007-17
                                                                      • Segment Performance—Sponges and Scouring Pads

                                                                        • Key points
                                                                          • Segment experiences steady but modest sales growth
                                                                            • Scouring pads may have room to grow
                                                                              • Figure 27: Total U.S. retail sales of sponges and scouring pads, at current prices, 2007-17
                                                                          • Segment Performance—Gloves

                                                                            • Key points
                                                                              • Driven by health and safety concerns, disposables power gloves segment
                                                                                • Figure 28: Glove type market share of total glove segment in FDMx, 2007 and 2012
                                                                              • Further growth lies in expanding use occasions
                                                                                • Figure 29: Total U.S. retail sales of gloves, at current prices, 2007-17
                                                                            • Retail Channels

                                                                              • Key points
                                                                                • Supermarkets and mass merchants account for most sales
                                                                                  • Figure 30: Retail sales of household cleaning equipment, by channel, 2010 and 2012
                                                                                • Segment development varies widely by channel
                                                                                • Retail Channels—Supermarkets

                                                                                  • Key points
                                                                                    • Supermarkets have opportunity to build a base of cleaning consumables
                                                                                      • Figure 31: Retail sales of household cleaning equipment in supermarkets, 2007-12
                                                                                  • Retail Channels—Drug Stores

                                                                                    • Key points
                                                                                      • Disposable gloves give drug stores a boost
                                                                                        • Figure 32: Retail sales of household cleaning equipment in drug stores, 2007-12
                                                                                    • Retail Channels—Other Channels

                                                                                      • Key points
                                                                                        • Other channels offer different interpretations of value
                                                                                          • Figure 33: Retail sales of household cleaning equipment in other channels, 2007-12
                                                                                      • Leading Companies

                                                                                        • Key points
                                                                                          • Many companies compete, but biggest get bigger
                                                                                            • P&G leads with Swiffer
                                                                                              • 3M pushes innovation
                                                                                                • Figure 34: Leading companies' FDMx sales of household cleaning equipment in the U.S., 2011 and 2012
                                                                                            • Brand Share—Cleaning Tools/Mops/Brooms

                                                                                              • Key points
                                                                                                • P&G holds new competition at bay with Swiffer
                                                                                                  • Swiffer upgrades
                                                                                                    • Figure 35: Leading companies' FDMx sales of cleaning tools/mops/brooms in the U.S., 2011 and 2012
                                                                                                • Brand Share—Sponges and Scouring Sponges

                                                                                                  • Key points
                                                                                                    • 3M dominates segment, but sees sales and share slip
                                                                                                      • Private label makes gains
                                                                                                        • Figure 36: Leading companies' FDMx sales of sponges and scouring sponges in the U.S., 2011 and 2012
                                                                                                    • Brand Share—Gloves

                                                                                                      • Key points
                                                                                                        • Growth of disposable gloves benefits private label
                                                                                                          • Playtex leads branded glove competition
                                                                                                            • oneCARE holds number two national brand spot with Clorox line
                                                                                                              • Figure 37: Leading companies' FDMx sales of gloves in the U.S., 2011 and 2012
                                                                                                          • Brand Share—Scouring Pads

                                                                                                              • 3M leads but doesn’t dominate
                                                                                                                • P&G gains share, expands segment with Mr. Clean Magic Eraser scrubbers
                                                                                                                  • Figure 38: Leading companies' FDMx sales of scouring pads in the U.S., 2011 and 2012
                                                                                                              • Innovation and Innovators

                                                                                                                • Swiffer transforms cleaning experience and category
                                                                                                                  • A significant new round of competition for Swiffer
                                                                                                                    • Libman Freedom and Rubbermaid Reveal positioned as economical and eco-friendly
                                                                                                                      • Lysol Clean Flip Sweeper disinfects, changes shape to fit into tight spaces
                                                                                                                        • Bona Sonic
                                                                                                                          • Environmentally friendly
                                                                                                                            • Pets
                                                                                                                              • Convenience, time savings, and novelty
                                                                                                                              • Marketing Strategies

                                                                                                                                • Overview
                                                                                                                                  • Swiffer shifts emphasis from effectiveness to speed and convenience
                                                                                                                                    • Figure 39: Swiffer duster “Read a Book” TV ad, 2012
                                                                                                                                    • Figure 40: Swiffer WetJet “Coffee on the Porch” TV ad, 2012
                                                                                                                                  • Swiffer online
                                                                                                                                    • Lysol Clean Flip ads promote “flip” and disinfection
                                                                                                                                      • Figure 41: Lysol Clean Flip “Bathroom Demo” TV ad, 2011
                                                                                                                                      • Figure 42: Lysol Clean Flip “Outside World” TV ad, 2011
                                                                                                                                    • Libman Freedom Mop portrays refill bottles as wasteful
                                                                                                                                      • Figure 43: Libman Freedom Mop “Mountain of Bottles” TV ad, 2012
                                                                                                                                    • Libman online
                                                                                                                                      • Rubbermaid Reveal highlights savings of up to $50 per year
                                                                                                                                        • Figure 44: Rubbermaid Reveal Mop “Give Me All Your Money” TV ad, 2012
                                                                                                                                      • Scotch-Brite Little Things online promotion
                                                                                                                                      • Responsibility for Cleaning and Purchasing Equipment

                                                                                                                                        • Key points
                                                                                                                                          • Women still more likely than men do cleaning and purchasing…
                                                                                                                                            • …but the balance is shifting
                                                                                                                                              • Figure 45: Responsibility for household cleaning and purchasing cleaning equipment, by gender, March 2012
                                                                                                                                            • Higher-income respondents more likely to juggle cleaning responsibility
                                                                                                                                              • Figure 46: Responsibility for household cleaning and purchasing cleaning equipment, by household income, March 2012
                                                                                                                                          • Usage Frequency of Household Cleaning Equipment

                                                                                                                                            • Key points
                                                                                                                                              • Kitchen items most likely to get daily use
                                                                                                                                                • Figure 47: Usage frequency of household cleaning equipment, March 2012
                                                                                                                                              • Younger adults employ a wider array of floor cleaning tools
                                                                                                                                                • Figure 48: Usage frequency of floor cleaning tools, by age, March 2012
                                                                                                                                              • Lower-income cleaners more likely to use traditional floor cleaning tools
                                                                                                                                                • Figure 49: Usage frequency of floor cleaning tools, by household income, March 2012
                                                                                                                                              • More people in the house means more floor cleaning
                                                                                                                                                • Figure 50: Usage frequency of floor cleaning tools, by household size, March 2012
                                                                                                                                              • Bigger households use most kitchen cleaning tools more frequently
                                                                                                                                                • Figure 51: Usage frequency of kitchen and countertop cleaning tools, by household size, March 2012
                                                                                                                                              • Microfiber cloths, gloves used less often but could present opportunity
                                                                                                                                                • Figure 52: Usage frequency of other cleaning tools, by household size, March 2012
                                                                                                                                            • Household Cleaning Equipment Preferences

                                                                                                                                              • Key points
                                                                                                                                                • Convenience can command a price premium
                                                                                                                                                  • Cleaning tools that “do it all” may have limited appeal
                                                                                                                                                    • Effectiveness more important than environmental friendliness
                                                                                                                                                      • Figure 53: Household cleaning equipment preferences, March 2012
                                                                                                                                                    • Environmentally friendly cleaning tools more appealing to younger adults
                                                                                                                                                      • Younger adults more likely to value speed and ease over effectiveness
                                                                                                                                                        • Figure 54: Household cleaning equipment preferences, by age, March 2012
                                                                                                                                                    • Where Household Cleaning Equipment is Purchased

                                                                                                                                                      • Key points
                                                                                                                                                        • Walmart tops other retailers by a wide margin
                                                                                                                                                          • Supermarkets most likely to be a secondary choice
                                                                                                                                                            • Figure 55: Where household cleaning equipment purchased, March 2012
                                                                                                                                                          • Mass merchants appeal especially strongly to young category shoppers
                                                                                                                                                            • Figure 56: Where household cleaning equipment purchased, by age, March 2012
                                                                                                                                                          • Shopping patterns by household income follow expected patterns
                                                                                                                                                            • Figure 57: Where household cleaning equipment purchased, by household income, March 2012
                                                                                                                                                        • Household Cleaning Equipment Shopping Behaviors

                                                                                                                                                          • Key points
                                                                                                                                                            • Habit guides many category purchases, but habits can be broken
                                                                                                                                                              • Price and promotion play a role in purchase decisions
                                                                                                                                                                • Untapped potential for store brands
                                                                                                                                                                  • Figure 58: Household cleaning equipment shopping behaviors, March 2012
                                                                                                                                                                • Young shoppers approach the aisle with greater enthusiasm
                                                                                                                                                                  • Figure 59: Household cleaning equipment shopping behaviors, by age, March 2012
                                                                                                                                                              • Sources of Housecleaning Information and Ideas

                                                                                                                                                                • Key points
                                                                                                                                                                  • Many sources used, but few used frequently
                                                                                                                                                                    • Figure 60: Sources of housecleaning information, ideas, advice, and product recommendations, March 2012
                                                                                                                                                                  • Younger purchasers rely on a wider variety of sources for cleaning ideas
                                                                                                                                                                    • Figure 61: Sources of housecleaning information, ideas, advice, and product recommendations, by age, March 2012
                                                                                                                                                                  • Cleaners in bigger households consult more cleaning information sources
                                                                                                                                                                    • Figure 62: Sources of housecleaning information, ideas, advice, and product recommendations, by household size, March 2012
                                                                                                                                                                • Cleaning Challenges

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Dust and hard-to-reach places top the list of cleaning challenges
                                                                                                                                                                      • Microbes present a big challenge
                                                                                                                                                                        • Figure 63: Cleaning challenges, March 2012
                                                                                                                                                                      • Men less likely to see big cleaning problems
                                                                                                                                                                        • Figure 64: Cleaning challenges, by gender, March 2012
                                                                                                                                                                      • Kids make messes, motivate parents to keep things clean
                                                                                                                                                                        • Figure 65: Cleaning challenges, by household size, March 2012
                                                                                                                                                                    • Cleaning Behaviors and Attitudes

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Housecleaning a chore, but a satisfying one
                                                                                                                                                                          • Housecleaning is more likely to be done as needed than planned
                                                                                                                                                                            • An opportunity for a greener approach to cleaning
                                                                                                                                                                              • What will the neighbors think?
                                                                                                                                                                                • Figure 66: Cleaning behaviors and attitudes, March 2012
                                                                                                                                                                              • Larger households result in deeper engagement in cleaning
                                                                                                                                                                                • Figure 67: Cleaning behaviors and attitudes, by household size, March 2012
                                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Blacks, Hispanics, Asians interested in eco-friendly and specialized tools
                                                                                                                                                                                  • Figure 68: Household cleaning equipment preferences, by race/Hispanic origin, March 2012
                                                                                                                                                                                • Blacks, Hispanics, Asians more likely to be cleaning information seekers
                                                                                                                                                                                  • Figure 69: Sources of housecleaning information, ideas, advice, and product recommendations, by race/Hispanic origin, March 2012
                                                                                                                                                                                • Non-white groups place greater emphasis on less visible cleaning issues
                                                                                                                                                                                  • Figure 70: Cleaning challenges, by race/Hispanic origin, March 2012
                                                                                                                                                                                • Blacks and Hispanics more likely to be organized and orderly in housecleaning
                                                                                                                                                                                  • Figure 71: Cleaning attitudes, by race/Hispanic origin, March 2012
                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                  • Performance Seekers
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Disengaged Sharers
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Price Shoppers
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Super Cleaners
                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                                                                    • Figure 72: Target groups, March 2012
                                                                                                                                                                                                                    • Figure 73: Responsibility for household cleaning and purchasing cleaning equipment, by target groups, March 2012
                                                                                                                                                                                                                    • Figure 74: Usage frequency of floor cleaning tools, by target groups, March 2012
                                                                                                                                                                                                                    • Figure 75: Usage frequency of kitchen and countertop cleaning tools, by target groups, March 2012
                                                                                                                                                                                                                    • Figure 76: Usage frequency of other cleaning tools, by target groups, March 2012
                                                                                                                                                                                                                    • Figure 77: Household cleaning equipment preferences, by target groups, March 2012
                                                                                                                                                                                                                    • Figure 78: Where household cleaning equipment purchased, by target groups, March 2012
                                                                                                                                                                                                                    • Figure 79: Household cleaning equipment purchasing attitudes and behaviors, by target groups, March 2012
                                                                                                                                                                                                                    • Figure 80: Sources of housecleaning information, ideas, advice, and product recommendations, by target groups, March 2012
                                                                                                                                                                                                                    • Figure 81: Cleaning challenges, by target groups, March 2012
                                                                                                                                                                                                                    • Figure 82: Cleaning attitudes and behaviors, by target groups, March 2012
                                                                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                                                                    • Figure 83: Target groups by demographic, March 2012
                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                  • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                      • Cleaning tools/mops/brooms
                                                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                            • Figure 84: Brand map, selected brands of cleaning tools/mops/brooms buying rate, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                              • Figure 85: Key purchase measures for the top brands of cleaning tools/mops/brooms, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                            • Men and women, with and without kids
                                                                                                                                                                                                                              • Dads more likely than men without kids to share cleaning and purchasing
                                                                                                                                                                                                                                • Figure 86: Responsibility for household cleaning and purchasing cleaning equipment, by gender and presence of children in household, March 2012
                                                                                                                                                                                                                              • Parents, dads especially, more likely to be interested in environmental friendliness
                                                                                                                                                                                                                                  • Figure 87: Household cleaning equipment preferences, by gender and presence of children in household, March 2012
                                                                                                                                                                                                                                • Parents more likely to enjoy shopping for cleaning equipment
                                                                                                                                                                                                                                  • Figure 88: Household cleaning equipment purchasing attitudes and behaviors, by gender and presence of children in household, March 2012
                                                                                                                                                                                                                                • Dads more likely to be cleaning information seekers
                                                                                                                                                                                                                                  • Figure 89: Sources of housecleaning information, ideas, advice and product recommendations, by gender and presence of children in household, March 2012
                                                                                                                                                                                                                                • For moms, an especially conflicted view of housecleaning
                                                                                                                                                                                                                                  • Figure 90: Cleaning behaviors and attitudes, by gender and presence of children in household, March 2012
                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                • Responsibility for household cleaning and purchasing cleaning equipment
                                                                                                                                                                                                                                  • Figure 91: Responsibility for household cleaning and purchasing cleaning equipment, by age, March 2012
                                                                                                                                                                                                                                • Usage frequency of floor cleaning tools
                                                                                                                                                                                                                                  • Figure 92: Usage frequency of floor cleaning tools, by race/Hispanic origin, March 2012
                                                                                                                                                                                                                                • Usage frequency of kitchen and countertop cleaning tools
                                                                                                                                                                                                                                  • Figure 93: Usage frequency of kitchen and countertop cleaning tools, by age, March 2012
                                                                                                                                                                                                                                  • Figure 94: Usage frequency of kitchen and countertop cleaning tools, by household income, March 2012
                                                                                                                                                                                                                                  • Figure 95: Usage frequency of kitchen and countertop cleaning tools, by race/Hispanic origin, March 2012
                                                                                                                                                                                                                                • Usage frequency of other cleaning tools
                                                                                                                                                                                                                                  • Figure 96: Usage frequency of other cleaning tools, by age, March 2012
                                                                                                                                                                                                                                  • Figure 97: Usage frequency of other cleaning tools, by household income, March 2012
                                                                                                                                                                                                                                  • Figure 98: Usage frequency of other household cleaning tools, by race/Hispanic origin, March 2012
                                                                                                                                                                                                                                • Household cleaning equipment preferences
                                                                                                                                                                                                                                  • Figure 99: Household cleaning equipment preferences, by gender, March 2012
                                                                                                                                                                                                                                  • Figure 100: Household cleaning equipment preferences, by household size, March 2012
                                                                                                                                                                                                                                • Household cleaning equipment shopping behaviors
                                                                                                                                                                                                                                  • Figure 101: Household cleaning equipment purchasing attitudes and behaviors, by gender, March 2012
                                                                                                                                                                                                                                  • Figure 102: Household cleaning equipment shopping behaviors, by household size, March 2012
                                                                                                                                                                                                                                • Sources of housecleaning information, ideas, advice, and product recommendations
                                                                                                                                                                                                                                  • Figure 103: Sources of housecleaning information, ideas, advice, and product recommendations, by gender, March 2012
                                                                                                                                                                                                                                • Cleaning challenges
                                                                                                                                                                                                                                  • Figure 104: Cleaning challenges, by age, March 2012
                                                                                                                                                                                                                                  • Figure 105: Cleaning challenges, by household income, March 2012
                                                                                                                                                                                                                                • Cleaning attitudes
                                                                                                                                                                                                                                  • Figure 106: Cleaning attitudes, by gender, March 2012
                                                                                                                                                                                                                                  • Figure 107: Cleaning attitudes, by household income, March 2012
                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • 3M Company
                                                                                                                                                                                                                                • Federal Reserve System
                                                                                                                                                                                                                                • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                • International Housewares Association
                                                                                                                                                                                                                                • Procter & Gamble Company (The)
                                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                                • The Soap and Detergent Association
                                                                                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                                                                                • Walmart Stores (USA)

                                                                                                                                                                                                                                Household Cleaning Equipment - US - July 2012

                                                                                                                                                                                                                                £3,277.28 (Excl.Tax)