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Surface Cleaners - US - June 2009

Estimated at $1.5 billion in 2008, the household surface cleaners market has seen sales fall from 2003-08. This is largely due to broader trends such as more consumers taking a more relaxed approach to cleaning than in the past.

This report hones in on the following issues that drive the surface cleaners market:

  • The impact of the economic downturn, which since 2007, has led consumers to seek ways to cut household cleaning costs; and competition with household cleaner costs
  • The impact of the broader green movement on the household cleaners market and examines the success of green cleaners
  • How advertisers are focusing on natural living, while still targeting moms and family health.
  • New product innovation, specifically brand extensions, private label offerings, eco-friendly products, new premium scented offerings and time saving gadgets
  • How often different consumer groups clean and which areas they tend to clean most frequently (kitchen, bath, etc.)
  • Which products and brands are most popular among different consumer groups
  • Which consumers are most interested in products that can help them to save money, save time or reduce the stress related to household responsibilities
  • Attitudes towards and interest in all-purpose vs. more specialized cleaning 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
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Market at a glance
                      • Green products and private label offer bright spots
                        • Convenient, easy-to-use wipes compete with conventional cleaners
                          • All segments have seen sales fall from 2006-08
                            • From 2006-08, supermarkets lose market share to “other” retailers
                              • Mass merchandisers expand offerings and see sales grow substantially
                                • Broad cultural changes lead to less cleaning in American households
                                  • The economic downturn is leading Americans to cut spending on cleaners
                                    • Concern about chemicals and green living trends boost demand for green cleaners
                                      • Clorox, Reckitt Benckiser and SC Johnson lead the market
                                        • Leading suppliers offer diverse portfolios with strong, distinct brands
                                          • Innovations: green products, upscale scents, and gadgets
                                            • Ads focus on moms, family health, and natural living
                                              • Cleaning habits vary with gender, lifestage
                                                • Kitchen counters cleaned most frequently
                                                  • Usage of diverse cleaners
                                                    • Ethnicity is key factor shaping brand preference
                                                      • Saving time and money are priorities to be highlighted for a range of consumers
                                                        • Blacks clean more frequently and should be key consumer group targeted for specialized cleaners
                                                          • For parents, time, stress and cost are even greater concerns
                                                            • Young women establish brand allegiance
                                                            • Insights and Opportunities

                                                              • Acknowledge the state of the economy
                                                                • Consumers are cutting back
                                                                  • Figure 1: Incidence of changing spending on household cleaners, by household income, march 2009
                                                                • In the short term, money-saving should be centerpiece of marketing
                                                                  • Private label offerings should be expanded and aggressively promoted
                                                                    • Figure 2: Incidence of buying store brand products, May 2008
                                                                  • Demographic focus: Moms, Echo Boomers and Baby Boomers
                                                                    • Targeting moms with products that reduce stress
                                                                      • Focus on Echo Boomers and Baby Boomers
                                                                        • Figure 3: Population aged 18 or older, by age group, 2003-13
                                                                      • Echo Boomers
                                                                        • Baby Boomers
                                                                          • Targeting a growing multi-ethnic population
                                                                            • Blacks make up a considerable user base
                                                                              • Hispanics represent fastest-growing consumer group
                                                                                  • Figure 4: Population, by race and Hispanic origin, 2003-13
                                                                              • Inspire Insights

                                                                                  • Home of the Senses
                                                                                    • What it’s about
                                                                                      • What we’ve seen
                                                                                        • Implications for the surface cleaners market
                                                                                          • Premiumization of homecare
                                                                                            • What it’s about
                                                                                              • What we’ve seen
                                                                                                • Specifics
                                                                                                  • Implications for the surface cleaners market
                                                                                                  • Market Size and Forecast

                                                                                                    • Key points
                                                                                                      • For many, wipes get surfaces clean enough
                                                                                                          • Figure 5: FDMx sales of household surface cleaners, at current prices, 2003-13
                                                                                                          • Figure 6: FDMx sales of household surface cleaners, at inflation-adjusted prices, 2003-13
                                                                                                        • Walmart sales
                                                                                                        • Competitive Context

                                                                                                          • Key points
                                                                                                            • Use of professional cleaning services can limit use of cleaning products
                                                                                                              • Figure 7: Use of professional cleaning service for regular or deep cleaning, by age, February 2009
                                                                                                              • Figure 8: Household use of professional cleaning service, by household income, February 2009
                                                                                                            • New, convenient wipes compete with traditional surface cleaners
                                                                                                              • Figure 9: Household penetration of wipes vs. other cleaners, July 2007-September 2008
                                                                                                              • Figure 10: FDMx sales of household cleaner cloths, at current prices, 2003-08
                                                                                                            • Private label wipes, environmentally-friendly and recently introduced products offer greatest competition with surface cleaners in 2009
                                                                                                                • Figure 11: FDMx sales of select brands of wipes showing above-average growth 2008-09
                                                                                                            • Segment Performance—Overview

                                                                                                              • Key points
                                                                                                                • New product introductions help all-purpose cleaners outperform the market
                                                                                                                  • Toilet bowl cleaners post drop almost twice that of the market
                                                                                                                    • Tub/tile and glass cleaners lose sales at rate above market average
                                                                                                                      • Drain cleaners buoyed by sales of SC Johnson’s Drano Max
                                                                                                                        • Other cleaners, especially spray disinfectants, do comparatively well
                                                                                                                          • Figure 12: FDMx sales of household surface cleaners, by segment, 2006 and 2008
                                                                                                                      • Segment Performance—All-Purpose Cleaner/Disinfectant

                                                                                                                        • Key points
                                                                                                                          • Brand extensions and co-branded products outperform others
                                                                                                                            • Green Works registers exceptional growth and Nature’s Source poised to gain share
                                                                                                                              • Private label offerings increase and show strong growth
                                                                                                                                • Sales and forecast
                                                                                                                                  • Figure 13: FDMx sales and forecast of all-purpose cleaner/disinfectant, at current prices, 2003-13
                                                                                                                              • Segment Performance—Tub/Tile Cleaner

                                                                                                                                • Key points
                                                                                                                                  • Green products offer rare bright spot in tub/tile segment
                                                                                                                                    • Sales and forecast
                                                                                                                                      • Figure 14: FDMx sales and forecast of tub/tile cleaner, at current prices, 2003-13
                                                                                                                                  • Segment Performance—Toilet Bowl Cleaner/Deodorizer

                                                                                                                                    • Key points
                                                                                                                                      • Disposable wand/brush systems see sales drop
                                                                                                                                        • New product introductions show strongest sales growth
                                                                                                                                          • Sales and forecast
                                                                                                                                            • Figure 15: FDMx sales and forecast of toilet bowl cleaner/deodorizer, at current prices, 2003-13
                                                                                                                                        • Segment Performance—Glass Cleaner/Ammonia

                                                                                                                                          • Key points
                                                                                                                                            • Windex loses market share as green window cleaners gain ground
                                                                                                                                              • New private label offerings give consumers economical alternatives
                                                                                                                                                • Sales and forecast
                                                                                                                                                  • Figure 16: FDMx sales and forecast of glass cleaner/ammonia, at current prices, 2003-13
                                                                                                                                              • Segment Performance—Drain Cleaner

                                                                                                                                                • Key points
                                                                                                                                                  • Drano Max leads the segment
                                                                                                                                                    • Private label offerings show strong growth
                                                                                                                                                      • Sales and forecast
                                                                                                                                                        • Figure 17: FDMx sales and forecast of drain cleaner, at current prices, 2003-13
                                                                                                                                                    • Segment Performance—Other Surface Cleaners

                                                                                                                                                      • Key points
                                                                                                                                                        • Sales and forecast
                                                                                                                                                          • Figure 18: FDMx sales and forecast of other surface cleaners, at current prices, 2003-13
                                                                                                                                                      • Retail Channels

                                                                                                                                                        • Key points
                                                                                                                                                          • Figure 19: FDMx sales of household surface cleaners, by retail channel, 2006 and 2008
                                                                                                                                                      • Retail Channels—Supermarkets

                                                                                                                                                        • Key points
                                                                                                                                                          • Supermarket sales
                                                                                                                                                            • Figure 20: Supermarket sales of household surface cleaners, 2003-08
                                                                                                                                                        • Retail Channels—Mass Merchandisers and Drugstores

                                                                                                                                                          • Key points
                                                                                                                                                            • Walmart keeps prices low, expands private label offerings and takes a lead in green market
                                                                                                                                                              • Other FDMx sales
                                                                                                                                                                • Figure 21: All other FDMx stores sales of household surface cleaners, 2003-08
                                                                                                                                                            • Market Drivers

                                                                                                                                                              • Key points
                                                                                                                                                                • Less time being spent on household chores
                                                                                                                                                                    • Figure 22: Hours spent doing housework, 1976 and 2005
                                                                                                                                                                    • Figure 23: Attitudes and behaviors regarding cleaning, February 2009
                                                                                                                                                                    • Figure 24: Attitudes and behaviors regarding cleaning, by age, February 2009
                                                                                                                                                                  • The recession drives down sales as consumers seek to cut costs
                                                                                                                                                                    • Figure 25: Incidence of making changes in cleaning products to save money, February 2009
                                                                                                                                                                  • Concern with chemicals and green living trends drive demand for natural and eco-friendly products
                                                                                                                                                                    • Concern about chemicals drives some interest in green cleaners
                                                                                                                                                                      • Figure 26: Trying to reduce exposure to chemicals and pollutants, October 2008
                                                                                                                                                                    • Broader concern with the environment and green living trends impacts product choice
                                                                                                                                                                      • Figure 27: Degree of concern relative to environment, by gender, October 2008
                                                                                                                                                                      • Figure 28: Belief shopping habits make a difference, October 2008
                                                                                                                                                                      • Figure 29: More concerned with economy or tired of hearing of environment, by age, October 2008
                                                                                                                                                                      • Figure 30: Change in frequency of buying green products, August 2006-October 2008
                                                                                                                                                                  • Leading Companies

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Three companies share lead in diversified market
                                                                                                                                                                        • Manufacturer sales
                                                                                                                                                                          • Figure 31: FDMx sales of household surface cleaners, by leading manufacturers, 2008 and 2009
                                                                                                                                                                      • Brand Share—All Purpose Cleaner/Disinfectant

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Green Works is major success for Clorox from 2008-09
                                                                                                                                                                            • Lysol Lemon Breeze outpaces Lysol, suggesting fragranced products command interest
                                                                                                                                                                              • Procter & Gamble sees sales soar with successful brand extensions
                                                                                                                                                                                • Fabuloso appeals to Hispanics and brings Colgate-Palmolive growth in 2008-09
                                                                                                                                                                                  • SC Johnson’s brands don’t fare as well as competitors’, but Nature’s Source offers hope
                                                                                                                                                                                    • Manufacturer and brand sales
                                                                                                                                                                                      • Figure 32: FDMx brand sales of all purpose cleaner/disinfectant in the U.S., 2008 and 2009
                                                                                                                                                                                  • Brand Share—Tub/Tile Cleaner

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Scrubbing Bubbles remains dominant, but green cleaners offer best growth prospects
                                                                                                                                                                                        • Manufacturer and brand sales
                                                                                                                                                                                          • Figure 33: FDMx brand sales of non-abrasive tub/tile cleaner in the U.S., 2008 and 2009
                                                                                                                                                                                      • Brand Share—Toilet Bowl Cleaner/Disinfectant

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Lysol and Clorox dominate market with strong brand reputations as tough, disinfecting cleaners
                                                                                                                                                                                            • SC Johnson launches successful Scrubbing Bubbles Toilet Cleaning Gel
                                                                                                                                                                                              • Wand products continue to lose ground
                                                                                                                                                                                                • Manufacturer and brand sales
                                                                                                                                                                                                  • Figure 34: FDMx brand sales of toilet bowl cleaner/disinfectant in the U.S., 2008 and 2009
                                                                                                                                                                                              • Brand Share—Glass Cleaner/Ammonia

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Windex has dominant share, but is losing ground
                                                                                                                                                                                                    • Manufacturer and brand sales
                                                                                                                                                                                                      • Figure 35: FDMx brand sales of glass cleaner/ammonia in the U.S., 2008 and 2009
                                                                                                                                                                                                  • Brand Share—Drain Cleaner

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Manufacturer and brand sales
                                                                                                                                                                                                        • Figure 36: FDMx brand sales of drain cleaner in the U.S., 2008 and 2009
                                                                                                                                                                                                    • Brand Share—Other Surface Cleaners

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Manufacturer and brand sales
                                                                                                                                                                                                          • Figure 37: FDMx brand sales of drain cleaner in the U.S., 2008 and 2009
                                                                                                                                                                                                      • Brand Qualities

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Some brand identities have been 50 years in the making
                                                                                                                                                                                                            • Clorox (The Clorox Company)
                                                                                                                                                                                                              • A reputation built on the power of bleach...
                                                                                                                                                                                                                • Softens up to go green
                                                                                                                                                                                                                  • Clorox products are an important part of a healthy home
                                                                                                                                                                                                                    • Green Works brings power to green cleaning
                                                                                                                                                                                                                      • Liquid-Plumr sympathizes with the user
                                                                                                                                                                                                                        • Pine Sol combines powerful scent and effectiveness
                                                                                                                                                                                                                          • Reckitt Benckiser (Lysol)
                                                                                                                                                                                                                            • Using Lysol keeps families safe
                                                                                                                                                                                                                              • Pediatricians’ recommendation scores points with moms
                                                                                                                                                                                                                                • Lysol as an effective tool in germ fighting
                                                                                                                                                                                                                                  • SC Johnson
                                                                                                                                                                                                                                    • Drano projects an image of strength
                                                                                                                                                                                                                                      • Mrs. Meyer’s goes back to a simpler time
                                                                                                                                                                                                                                        • Nature’s Source appeals to those looking to reduce their impact on the environment
                                                                                                                                                                                                                                          • Scrubbing Bubbles save you time
                                                                                                                                                                                                                                            • Windex
                                                                                                                                                                                                                                              • Other selected brands
                                                                                                                                                                                                                                                • Fabuloso (Colgate-Palmolive) breaks out of the norm with bright colors and strong fragrances
                                                                                                                                                                                                                                                  • Mr. Clean (Procter & Gamble) cleans like magic
                                                                                                                                                                                                                                                    • Method (Method Products) does natural with style
                                                                                                                                                                                                                                                      • Seventh Generation is about serious green cleaning
                                                                                                                                                                                                                                                      • Innovation and Innovators

                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                          • Innovations and brand extensions remain integral to growth
                                                                                                                                                                                                                                                            • Figure 38: U.S. new household cleaning product introductions, 2003-08
                                                                                                                                                                                                                                                          • Mainstream green cleaners are major innovation for 2008-09
                                                                                                                                                                                                                                                            • Clorox and SC Johnson launch complete product lines under new green brands
                                                                                                                                                                                                                                                              • Arm & Hammer launches innovative Essentials line
                                                                                                                                                                                                                                                                • Green options expanding, even in drain cleaning products
                                                                                                                                                                                                                                                                  • Private label makes green brands more accessible
                                                                                                                                                                                                                                                                    • Manufacturers go beyond the mere smell of clean
                                                                                                                                                                                                                                                                      • Environmentally-friendly products incorporate essential oils and aroma therapeutic properties
                                                                                                                                                                                                                                                                        • Starter kits allow consumers to try many upscale products all at once
                                                                                                                                                                                                                                                                          • Scrubbing Bubbles introduces hygienic, convenient toilet gel discs
                                                                                                                                                                                                                                                                            • Mr. Clean with Febreze offers effective co-branding effort
                                                                                                                                                                                                                                                                            • Advertising and Promotion

                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                • Moms are focus of almost all ad campaigns
                                                                                                                                                                                                                                                                                  • Real moms trust it
                                                                                                                                                                                                                                                                                    • Figure 39: Clorox anywhere spray TV ad, 2008
                                                                                                                                                                                                                                                                                  • Lysol keeps it real
                                                                                                                                                                                                                                                                                    • Figure 40: Lysol all-purpose TV ad, 2009
                                                                                                                                                                                                                                                                                  • The threat from germs is great
                                                                                                                                                                                                                                                                                    • Figure 41: Lysol disinfecting spray TV ad, 2008
                                                                                                                                                                                                                                                                                  • Green cleaners leverage label mates’ reputation of effectiveness
                                                                                                                                                                                                                                                                                    • Figure 42: Green Works TV ad, 2009
                                                                                                                                                                                                                                                                                    • Figure 43: Nature’s Source TV ad, 2008
                                                                                                                                                                                                                                                                                  • Multi-purpose products simplify cleaning
                                                                                                                                                                                                                                                                                    • Figure 44: Easy-Off Bam TV ad, 2008
                                                                                                                                                                                                                                                                                • Cleaning Basics—Who Does It and How?

                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                    • Women remain major cleaners in HH, but many men participate
                                                                                                                                                                                                                                                                                      • Figure 45: Who is responsible for household cleaning, by gender, February 2009
                                                                                                                                                                                                                                                                                    • Younger respondents more likely to share cleaning duties
                                                                                                                                                                                                                                                                                      • Figure 46: Who is responsible for household cleaning, by age, February 2009
                                                                                                                                                                                                                                                                                    • Men have less rigorous approach to cleaning
                                                                                                                                                                                                                                                                                      • Figure 47: Approach to cleaning, by gender, February 2009
                                                                                                                                                                                                                                                                                    • Cleaning less of a priority for younger adults
                                                                                                                                                                                                                                                                                        • Figure 48: Approach to cleaning, by age, February 2009
                                                                                                                                                                                                                                                                                      • Oldest and youngest most likely to hire deep cleaning professionals
                                                                                                                                                                                                                                                                                        • Figure 49: Incidence of using professional cleaning services, by age, February 2009
                                                                                                                                                                                                                                                                                      • Income key driver for hiring professional help for deep cleaning
                                                                                                                                                                                                                                                                                        • Figure 50: Incidence of using professional cleaning services, by household income, February 2009
                                                                                                                                                                                                                                                                                      • Kitchen counters cleaned daily; other surfaces, not so much
                                                                                                                                                                                                                                                                                          • Figure 51: Frequency of cleaning household surfaces, by surface, February 2009
                                                                                                                                                                                                                                                                                      • Type and Form of Cleaners Used

                                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                                          • Cleaners used
                                                                                                                                                                                                                                                                                            • Nearly everyone uses window/glass cleaner
                                                                                                                                                                                                                                                                                              • Figure 52: Household penetration of selected surface cleaners, July 2007-September 2008
                                                                                                                                                                                                                                                                                            • Recent purchasing data show all-purpose and toilet bowl cleaners most often replenished
                                                                                                                                                                                                                                                                                              • Figure 53: Types of surface cleaners used and purchased in last 3 months, February 2009
                                                                                                                                                                                                                                                                                            • Types/forms of cleaners used
                                                                                                                                                                                                                                                                                              • 18-34s show higher use of disinfectants and deodorizers
                                                                                                                                                                                                                                                                                                • Figure 54: Type of household cleaners used, by age, July 2007-September 2008
                                                                                                                                                                                                                                                                                              • Lower-income HHs more likely to use powders and deodorizers
                                                                                                                                                                                                                                                                                                • Figure 55: Type of household cleaners used, by household income, July 2007-September 2008
                                                                                                                                                                                                                                                                                              • Powder is most widely-used abrasive cleaner form
                                                                                                                                                                                                                                                                                                • Figure 56: Type of abrasive household cleaners used, by age, July 2007-September 2008
                                                                                                                                                                                                                                                                                            • Brand Preferences—Window/Glass Cleaners, Household Cleaners, Abrasive Cleaners

                                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                                • Ethnicity determines significant differences in brand preferences
                                                                                                                                                                                                                                                                                                  • Figure 57: Brand of household cleaners used, by race/Hispanic origin, July 2007-September 2008
                                                                                                                                                                                                                                                                                                • Windex dominant window cleaner, though blacks use variety of additional brands
                                                                                                                                                                                                                                                                                                  • Figure 58: Brand of window/glass cleaners used, by race/Hispanic origin, July 2007-September 2008
                                                                                                                                                                                                                                                                                                • In abrasives, Comet leads and Ajax popular with non-white ethnicities
                                                                                                                                                                                                                                                                                                  • Figure 59: Brand of abrasive cleaners used, by race/Hispanic origin, July 2007-September 2008
                                                                                                                                                                                                                                                                                              • Attitudes and Motivations

                                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                                  • The task of cleaning can be overwhelming
                                                                                                                                                                                                                                                                                                    • Figure 60: Attitudes towards cleaning and time pressure, by age, February 2009
                                                                                                                                                                                                                                                                                                  • If they had the time to clean, those in higher-income households say that they would clean more often
                                                                                                                                                                                                                                                                                                    • Figure 61: Attitudes and behaviors regarding cleaning and time pressure, by household income, February 2009
                                                                                                                                                                                                                                                                                                  • Effects of economy stretch to home cleaning
                                                                                                                                                                                                                                                                                                    • Figure 62: Incidence of making changes in cleaning products to save money, by key demographics, February 2009
                                                                                                                                                                                                                                                                                                  • Younger buyers more likely to agree that all-purpose products can get the job done
                                                                                                                                                                                                                                                                                                    • Figure 63: Opinions regarding all-purpose cleaners, by age, February 2009
                                                                                                                                                                                                                                                                                                  • Affluent households need more products for more surfaces
                                                                                                                                                                                                                                                                                                    • Figure 64: Opinions regarding all-purpose cleaners, by household income, February 2009
                                                                                                                                                                                                                                                                                                • Race and Hispanic Origin

                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                    • Product use suggests cultural differences in cleaning habits
                                                                                                                                                                                                                                                                                                      • Figure 65: Household penetration of selected surface cleaners, by race/Hispanic origin, July 2007-September 2008
                                                                                                                                                                                                                                                                                                    • Blacks use greater variety of cleaner types
                                                                                                                                                                                                                                                                                                      • Figure 66: Type of household cleaners used, by race/Hispanic origin, July 2007-September 2008
                                                                                                                                                                                                                                                                                                    • Blacks clean daily, while Hispanics clean on a regular schedule
                                                                                                                                                                                                                                                                                                      • Figure 67: Approach to cleaning, by race/Hispanic origin, February 2009
                                                                                                                                                                                                                                                                                                    • Blacks clean a range of household surfaces far more frequently than average
                                                                                                                                                                                                                                                                                                      • Figure 68: How often selected bathroom surfaces are cleaned, by race/Hispanic origin, February 2009
                                                                                                                                                                                                                                                                                                      • Figure 69: How often kitchen counters are cleaned, by race/Hispanic origin, February 2009
                                                                                                                                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                      • Consumers with children often overwhelmed, eager to save time and money
                                                                                                                                                                                                                                                                                                          • Figure 70: Attitudes and behaviors regarding cleaning, by presence of children in household, February 2009
                                                                                                                                                                                                                                                                                                        • Parents more likely to schedule cleaning
                                                                                                                                                                                                                                                                                                          • Figure 71: Approach to cleaning, by presence of children in household, February 2009
                                                                                                                                                                                                                                                                                                        • Dads more likely to pitch in, but many Moms do all the household work
                                                                                                                                                                                                                                                                                                            • Figure 72: Who is responsible for household cleaning, Dads vs. Moms, February 2009
                                                                                                                                                                                                                                                                                                          • Dads clean on a schedule, while Moms make it a daily habit
                                                                                                                                                                                                                                                                                                            • Figure 73: Approach to cleaning, Dads vs. Moms, February 2009
                                                                                                                                                                                                                                                                                                          • Dads turn to pros for deep cleaning, Moms do it themselves
                                                                                                                                                                                                                                                                                                              • Figure 74: Incidence of using professional cleaning services, dads vs. moms, February 2009
                                                                                                                                                                                                                                                                                                            • All-purpose, economically-priced products for males 18-34
                                                                                                                                                                                                                                                                                                                • Figure 75: Male attitudes and behaviors regarding cleaning, by age, February 2009
                                                                                                                                                                                                                                                                                                              • Only women aged 55+ become less overwhelmed with cleaning
                                                                                                                                                                                                                                                                                                                  • Figure 76: Attitudes and behaviors regarding cleaning, women, by age, February 2009
                                                                                                                                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                                                                                                                                • Introduction
                                                                                                                                                                                                                                                                                                                  • Neat & Tidys
                                                                                                                                                                                                                                                                                                                    • Who they are
                                                                                                                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                                                                                                                        • Few-and-Far-Between Cleaners
                                                                                                                                                                                                                                                                                                                          • Who they are
                                                                                                                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                                                                                                                              • Spot Cleaners
                                                                                                                                                                                                                                                                                                                                • Who they are
                                                                                                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                                                                                                    • Cluster characteristics
                                                                                                                                                                                                                                                                                                                                      • Figure 77: Household cleaner clusters, February 2009
                                                                                                                                                                                                                                                                                                                                      • Figure 78: Who is responsible for household cleaning, by household cleaner clusters, February 2009
                                                                                                                                                                                                                                                                                                                                      • Figure 79: Types of surface cleaners used, by household cleaner clusters, February 2009
                                                                                                                                                                                                                                                                                                                                      • Figure 80: Types of surface cleaners bought in last 3 months, by household cleaner clusters, February 2009
                                                                                                                                                                                                                                                                                                                                      • Figure 81: Attitudes and opinions regarding cleaning, by household cleaner clusters, February 2009
                                                                                                                                                                                                                                                                                                                                      • Figure 82: Frequency of cleaning household surfaces, by household cleaner clusters, February 2009
                                                                                                                                                                                                                                                                                                                                      • Figure 83: Approach to cleaning, by household cleaner clusters, February 2009
                                                                                                                                                                                                                                                                                                                                      • Figure 84: Incidence of using professional cleaning services, by household cleaner clusters, February 2009
                                                                                                                                                                                                                                                                                                                                    • Cluster demographics
                                                                                                                                                                                                                                                                                                                                      • Figure 85: Household cleaner clusters, by gender, February 2009
                                                                                                                                                                                                                                                                                                                                      • Figure 86: Household cleaner clusters, by age, February 2009
                                                                                                                                                                                                                                                                                                                                      • Figure 87: Household cleaner clusters, by household income, February 2009
                                                                                                                                                                                                                                                                                                                                      • Figure 88: Household cleaner clusters, by race, February 2009
                                                                                                                                                                                                                                                                                                                                      • Figure 89: Household cleaner clusters, by Hispanic origin, February 2009
                                                                                                                                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                                                                                                                                    • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                                                                                                                                                      • Consumer insights—household surface cleaners
                                                                                                                                                                                                                                                                                                                                        • All-purpose cleaner/disinfectant
                                                                                                                                                                                                                                                                                                                                          • Household purchase activity
                                                                                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                                                                                                • Figure 90: Brand map, selected brands of all purpose cleaner/disinfectant, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                                                                                  • Figure 91: Key purchase measures for the top brands of all purpose cleaner/disinfectant, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                                • Non-abrasive tub/tile cleaner
                                                                                                                                                                                                                                                                                                                                                  • Household purchase activity
                                                                                                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                                                                                                      • Figure 92: Brand map, selected brands of nonabrasive tub/tile cleaner, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                                                                                                        • Figure 93: Key purchase measures for the top brands of nonabrasive tub/tile cleaner, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                                      • Abrasive tub/tile cleaner
                                                                                                                                                                                                                                                                                                                                                        • Consumer insights on key purchase measures – abrasive tub/tile cleaner
                                                                                                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                                                                                                            • Figure 94: Brand map, selected brands of abrasive tub/tile cleaner, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                                                                                                              • Figure 95: Key purchase measures for the top brands of abrasive tub/tile cleaner, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                                          • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                                                                                              • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                                                                                • 18-34s show above-average use of Ajax
                                                                                                                                                                                                                                                                                                                                                                  • Figure 96: Brand of abrasive cleaners used, by age, July 2007-September 2008
                                                                                                                                                                                                                                                                                                                                                                • Window/glass cleaners widely used on a variety of surfaces
                                                                                                                                                                                                                                                                                                                                                                  • Figure 97: Where window/glass cleaners are used, July 2007-September 2008
                                                                                                                                                                                                                                                                                                                                                                • Fabuloso shows much higher use among 18-34s
                                                                                                                                                                                                                                                                                                                                                                    • Figure 98: Brand of household cleaners used, by age, July 2007-September 2008
                                                                                                                                                                                                                                                                                                                                                                  • Easy-Off is most popular oven cleaner brand
                                                                                                                                                                                                                                                                                                                                                                    • Figure 99: Brand of oven cleaners used, by race/Hispanic origin, July 2007-September 2008
                                                                                                                                                                                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                                                                                                                                  • Aveda
                                                                                                                                                                                                                                                                                                                                                                  • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                                                                                                                                  • Clorox Company , The
                                                                                                                                                                                                                                                                                                                                                                  • Colgate-Palmolive Company
                                                                                                                                                                                                                                                                                                                                                                  • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                                                                                                                  • Dial Corporation, The
                                                                                                                                                                                                                                                                                                                                                                  • Ecover Inc.
                                                                                                                                                                                                                                                                                                                                                                  • Greenfield Online
                                                                                                                                                                                                                                                                                                                                                                  • Grocery Manufacturers of America
                                                                                                                                                                                                                                                                                                                                                                  • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                                                                                                                                  • Kmart Corporation
                                                                                                                                                                                                                                                                                                                                                                  • Prestige Brands Holdings, Inc.
                                                                                                                                                                                                                                                                                                                                                                  • Procter & Gamble USA
                                                                                                                                                                                                                                                                                                                                                                  • Reckitt Benckiser USA
                                                                                                                                                                                                                                                                                                                                                                  • S.C. Johnson & Son, Inc.
                                                                                                                                                                                                                                                                                                                                                                  • Target Corporation
                                                                                                                                                                                                                                                                                                                                                                  • The Soap and Detergent Association
                                                                                                                                                                                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                                                                                  • Walgreen Co
                                                                                                                                                                                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                                                                                  • Williams-Sonoma, Inc

                                                                                                                                                                                                                                                                                                                                                                  Surface Cleaners - US - June 2009

                                                                                                                                                                                                                                                                                                                                                                  US $3,995.00 (Excl.Tax)