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Description

Description

The following laundry products are included in this report:

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

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

What's included

What's included

Table of contents

Table of contents

  1. Scope and Themes

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

                                                                                                                                                                                                                                                                                          • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                                                                                                                                                            About the report

                                                                                                                                                                                                                                                                                            This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                                                                                                                            • The Consumer

                                                                                                                                                                                                                                                                                              What They Want. Why They Want It.

                                                                                                                                                                                                                                                                                            • The Competitors

                                                                                                                                                                                                                                                                                              Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                                                                                                                            • The Market

                                                                                                                                                                                                                                                                                              Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                                                                                                                            • The Innovations

                                                                                                                                                                                                                                                                                              New Ideas. New Products. New Potential.

                                                                                                                                                                                                                                                                                            • The Opportunities

                                                                                                                                                                                                                                                                                              Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                                                                                                                            • The Trends

                                                                                                                                                                                                                                                                                              What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                                                                                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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