Household Cleaners - Global Outlook

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Household Cleaners - Global Outlook

Description:    The global outlook series on Household Cleaners provides a collection of statistical anecdotes,
                market briefs, and concise summaries of research findings. The report offers a short crisp review of
                the global market for Household Cleaners, including the recent mergers, acquisitions, and strategic
                corporate developments. The report provides quantitative analysis through 36 tables, which present
                numerical research findings/projections on sales of household cleaning products and brands across
                geographic market verticals. The US market discussion is richly punctuated with quantitative
                analysis, and numerical facts, and figures. The report offers descriptive analysis of key
                trends/issues, i.e. the growing importance convenience, the need for environment-friendly
                disinfectants, packaging and marketing strategies in vogue, product innovations and many more.
                Other regional markets abstracted include Canada, Mexico, Japan, Western Europe, France,
                Germany, Italy, UK, Russia, Asia, China, India, Indonesia, Latin America, and Brazil. Also included
                is an indexed, easy-to-refer, fact-finder directory listing the addresses, and contact details of 343
                companies worldwide.


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Contents:       1. Global Market 1
                 Market Turning Towards Environment Friendly Cleaners 1
                 Antimicrobial Products - Emerging Trend 1
                 Specialty Cleaners: Designed for Specific Purposes 1
                 Surface Cleaners Market 1
                 All-Purpose Cleaners are the Most Adaptable 2
                 Wipe Products Context 2
                 Bleaching Agents: A Market of Opportunities 2
                 Emerging Markets 3
                 Table 1: Global Household Cleaners Market by Geographic
                 Region - USA, Canada, Japan, Europe, Asia-Pacific (excluding
                 Japan), Middle East/Africa, and Latin American Markets
                 Independently Analyzed With Annual Sales Figures in US$
                 Million for Years 2003 through 2008 4

                 Table 2: Global Household Cleaners Market (2004 & 2008):
                 Percentage Breakdown of Dollar Sales by Geographic Region -
                 USA, Canada, Japan, Europe, Asia-Pacific, Middle East, and
                 Latin America 4

                 Table 3: Global Household Cleaners Market by Product Group/
                 Segment - Surface Cleaners (All Purpose Liquid Cleaners, All
                 Purpose Dry Cleaners, Liquid Scouring Cleaners, Dry Scouring
                 Cleaners, and Disinfectants), Specialty Cleaners (Glass &
                 Window Cleaners, Toilet Bowl Cleaners, Bathtub & Tile
                 Cleaners, Drainpipe Cleaners, Dishwashing Cleaners, and Oven
                 Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches)
                 Independently Analyzed with Annual Sales Figures in US$
                 Million for Years 2003 through 2008 5

                 Table 4: Global Household Cleaners Market (2004 & 2008):
                 Percentage Breakdown of Dollar Sales by Product Group/
Segment - Surface Cleaners (All Purpose Liquid Cleaners, All
Purpose Dry Cleaners, Liquid Scouring Cleaners, Dry Scouring
Cleaners, and Disinfectants), Specialty Cleaners (Glass &
Window Cleaners, Toilet Bowl Cleaners, Bathtub & Tile
Cleaners, Drainpipe Cleaners, Dishwashing Cleaners, and Oven
Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) 6

Table 5: Global Household Cleaners Market (2005 & 2010):
Value Sales in US$ Billion by Category - Laundry Detergents,
Bath and Shower Products, Hand Dishwashing, and Automatic
Dishwashing 7

Table 6: Leading Brands in the Global Household Cleaners
Market (2005): Percentage Breakdown by Category - Laundry
Detergents (Tide, Ariel, Omo), Bath and Shower Products
(Dove, Palmolive, Lux), Hand Dishwashing Products (Fairy,
Palmolive, Dawn), and Automatic Dishwashing Products
(Finish, Cascade, Sun) 7

2. Mergers and Acquisitions 8

3. Strategic Corporate Developments 14

4. Product Launches 15

5. North America 18

5a. United States 18
Household Cleaning Products Market: Mature & Stable 18
Market Issues and Trends 19
Convenience - Driving Growth Factor 19
Demand For Environment-Friendly Disinfectants Continues to
be High 19
Key Brands 19
Table 7: Leading Brands in the US All-Purpose Cleaning
Products/Disinfectants Market (2007): Percentage Breakdown
of Dollar Sales and Unit Sales for Pine Sol, Lysol, Clorox
Clean U, Mr. Clean, Formula 409, Fabuloso, Fantastik,
Murphys Oil Soap, Lysol, Lemon Breeze, Spic & Span, and
Others 20

Table 8: Leading Household Cleaner Brands in the US (2006):
Percentage Breakdown of Dollar Sales and Unit Sales for Pine
Sol, Lysol, Mr. Clean, Clorox Clean Up, Formula 409,
Fantastik, Fabuloso, Murphy Oil Soap, Greased Lightning,
Spic & Span, and Private Label 20
Distribution Activities 21
Supermarkets: The Leading Channel 21
Selling Through Discount Stores: A Tough Proposition 21
Marketing Strategies 21
Packaging: Battle Between Convenience and Concern for the
Environment Continues 21
Packaging for Cleaners 21
Plastic Bottles: The Most Common Package 21
Oven Cleaners Come in Cans 22
Promotional Activities 22
Some Promotional Tools 22
Leading Players and Competitive Scenario 22
Clorox: Reaching the Top Through Acquisitions 22
Emerging Trends 22
Anti Allergic Positioning 22
Increased Interest in Green Products 22
Product Analysis 23
Floor Cleaners/Wax Removers 23
The Advent of Fragrant Household Cleaners 23
Liquid Detergent/Laundry Market 23
Product Innovations & Marketing Techniques 23
Demand Factors & Pricing Policies 24
New Product Updates 24
Powder Detergent/Laundry 24
Strategies and Developments 24
Powder Detergents: Brand and Outlet Analysis 24
Table 9: Leading Brands in the US Powder Detergent/Laundry
Market (2006): Sales in US$ Million for Tide, Gain, Arm &
Hammer, Cheer, and Surf 25
Liquid Laundry Detergents 25
Table 10: Leading Brands in the US Liquid Detergent/Laundry
Market (2006): Dollar Sales (in US$ Million) and Unit
Volume (in Millions) for Tide, All, Purex, Gain, Arre &
Hammer, Xtra, Wisk, Cheer, Era, and Gain Joyful Expressions 25
Dishwashing Detergents 25
Dishwashing Market Gaining New Heights 25
Table 11: Leading Brands in the US Dishwasher Detergent
Market (2007): Dollar Sales (in US$ Million) and Unit
Volume (in Millions) for Cascade, Cascade Action Pacs,
Electrasol, Cascade Complete, Jet Dry, Palmolive,
Sunlight, Electrasol Jet Dry Powerball, Electrasol
Gelpacs, and Cascade Crystal Clear 26
Market Conditions 26
Home Air Freshener Market 26
Consumer Preference 27
Product Innovations & Prices 27
Table 12: Leading Brands in the US Home Air Freshener
Market (2007): Percentage Breakdown of Dollar Sales and
Unit Sales for Glade Plug In, Airwick by Wizard, Renuzit
Longlast Adjus Table, Febreze Noticeables, Febreze Air
Effects, Airwick by Wizard Freshmatic, Oust, Glade, Lysol
Neutra Air, Airwick, and Others 27
Wipes - An Emerging Category 28
Product Enhancements 28
Market Conditions 28
Table 13: US Household Cleaning Wipes Market by Category -
Electrostatic Wipes, Antibacterial Wipes, and Other Wipes
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 29

Table 14: US Household Cleaning Wipes Market (2004 & 2008):
Percentage Breakdown of Sales by Category - Electrostatic
Wipes, Antibacterial Wipes, and Other Wipes 29

Table 15: US Household Cleaners Market by Product Group/
Segment - Surface Cleaners (All Purpose Liquid Cleaners,
All Purpose Dry Cleaners, Liquid Scouring Cleaners, Dry
Scouring Cleaners, and Disinfectants), Specialty Cleaners
(Glass & Window Cleaners, Toilet Bowl Cleaners, Bathtub &
Tile Cleaners, Drainpipe Cleaners, Dishwashing Cleaners,
and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry
Bleaches) Independently Analyzed with Annual Sales Figures
in US$ Million for Years 2003 through 2008 30

Table 16: US Household Cleaners Market (2004 & 2008):
Percentage Breakdown of Dollar Sales by Product Group/
Segment - Surface Cleaners (All Purpose Liquid Cleaners,
All Purpose Dry Cleaners, Liquid Scouring Cleaners, Dry
Scouring Cleaners, and Disinfectants), Specialty Cleaners
(Glass & Window Cleaners, Toilet Bowl Cleaners, Bathtub &
Tile Cleaners, Drainpipe Cleaners, Dishwashing Cleaners,
and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry
Bleaches) 31

5b. A Canadian Market Perspective 32
A Mature Market 32
Dishwashing Market 32
Increased Penetration of Dishwashers - Driving Demand for
Automatic Detergents 32
Dominance of Hand Dishwashing Detergents 32
Surface and Specialty Cleaners Market 32
Chlorine Bleach - A Declining Sector 32
Table 17: Canadian Household Cleaners Market by Product
Group/Segment - Surface Cleaners (All Purpose Liquid
Cleaners, All Purpose Dry Cleaners, Liquid Scouring Cleaners,
Dry Scouring Cleaners, and Disinfectants), Specialty Cleaners
(Glass & Window Cleaners, Toilet Bowl Cleaners, Bathtub &
Tile Cleaners, Drainpipe Cleaners, Dishwashing Cleaners, and
Oven Cleaners), and Bleaches (Liquid Bleaches and Dry
Bleaches) Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2003 through 2008 33

Table 18: Canadian Household Cleaners Market (2004& 2008):
Percentage Breakdown of Dollar Sales by Product Group/Segment
- Surface Cleaners (All Purpose Liquid Cleaners, All Purpose
Dry Cleaners, Liquid Scouring Cleaners, Dry Scouring
Cleaners, and Disinfectants), Specialty Cleaners (Glass &
Window Cleaners, Toilet Bowl Cleaners, Bathtub & Tile
Cleaners, Drainpipe Cleaners, Dishwashing Cleaners, and Oven
Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) 34

5c. Mexico 35
Dishwashing Products - On the Rise 35
Surface & Specialty Cleaners 35

6. Japan 35
Market Issues and Trends 35
Busy Lifestyle - A Key Driving Factor 35
Demand for Antibacterial Products On the Rise 35
Wipes - An Emerging Category 35
Dishwashing Products Market - Small Sector 35
Surface & Specialty Cleaners Market - Key Snapshots 35
Table 19: Japanese Household Cleaners Market by Product
Group/Segment - Surface Cleaners (All Purpose Liquid
Cleaners, All Purpose Dry Cleaners, Liquid Scouring
Cleaners, Dry Scouring Cleaners, and Disinfectants),
Specialty Cleaners (Glass & Window Cleaners, Toilet Bowl
Cleaners, Bathtub &Tile Cleaners, Drainpipe Cleaners,
Dishwashing Cleaners, and Oven Cleaners), and Bleaches
(Liquid Bleaches and Dry Bleaches) Independently Analyzed
with Annual Sales Figures in US$ Million for Years 2003
through 2008 36

Table 20: Japanese Household Cleaners Market (2004 & 2008):
Percentage Breakdown of Dollar Sales by Product Group/
Segment - Surface Cleaners (All Purpose Liquid Cleaners, All
Purpose Dry Cleaners, Liquid Scouring Cleaners, Dry Scouring
Cleaners, and Disinfectants), Specialty Cleaners (Glass &
Window Cleaners, Toilet Bowl Cleaners, Bathtub & Tile
Cleaners, Drainpipe Cleaners, Dishwashing Cleaners, and Oven
Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) 37

7. A European Perspective 37
7a. Western Europe 37
Key Trends & Issues 38
Rising Working Women Force - A Key Driving Factor 38
Fragrance Products On the Rise 38
Wipes and Rim Liquid In-the-Bowls - Gaining Success 38
Surface and Specialty Cleaners Market 38
Dishwashing Market 38
Chlorine Bleach - A Mature Sector 38

7b. France 38
Key Trends and Issues 38
Easy-to-Use Products On the Rise 38
Fragrant Products - Driving the Market 38
Anti Bacterial Products - Promising Good Future 39
Dishwashing Products 39
Multipurpose Products Driving the Market 39
Table 21: French Household Cleaners Market by Product Segment
- Surface Cleaners, Specialty Cleaners, and Bleaches
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 39

Table 22: French Household Cleaners Market (2004 & 2008):
Percentage Breakdown of Dollar Sales by Product Segment -
Surface Cleaners, Specialty Cleaners, and Bleaches 40

7c. Germany 40
Market Trends and Issues 40
New Consumer Groups - A Targeting Tool 40
Five Magic Words 40
Consumer Behavior - A Key Driving Trend 40
All-In-One Products - Emerging Concept 41
Chlorine Bleach - Used for Multipurpose Uses 41
Wipes - Emerging Category 41
Toilet Rim Liquids - In Demand 41
Specialists Product - On the Rise 41
Competitive Landscape 41
Table 23: German Household Cleaners Market by Product Segment
- Surface Cleaners, Specialty Cleaners and Bleaches
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 42

Table 24: German Household Cleaners Market (2004 & 2008):
Percentage Breakdown of Dollar Sales by Product Segment -
Surface Cleaners, Specialty Cleaners, and Bleaches 42

7d. Italy 42
Market Trends 42
Convenience - A Key Driving Factor 43
Dishwashing Market - Gaining Momentum 43
Surface & Specialty Cleaners - On a Rise 43
Table 25: Italian Household Cleaners Market by Product
Segment - Surface Cleaners, Specialty Cleaners, and Bleaches
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 43

Table 26: Italian Household Cleaners Market (2004 & 2008):
Percentage Breakdown of Dollar Sales by Product Segment -
Surface Cleaners, Specialty Cleaners, and Bleaches 44

7e. United Kingdom 44
Household Products 44
Table 27: Leading Brands in the UK Household Cleaner Market
(2006): Percentage Breakdown of Value Sales for Finish Auto
Dishwash, Fairy Hand Dishwash, Airwick Aircare, Glade
Aircare, Flash Surface Cleaners, Cif Surface Cleaners,
Domestos Bleach, Dettol Surface Cleaners, Mr. Muscle Surface
Cleaners, Ambi Pur Aircare, and Others 44
Key Trends & Issues 45
Increasing Demand for Premium Products 45
Wipes - Key Driving Force 45
Micro Fiber Products - Key Emerging Category 45
Natural and Environmental Friendly Products - On the Rise 45
Detergent and Laundry market 45
Product Array & Application Areas 45
Detergent Powder Context 45
New Formulations & Brands 46
Table 28: UK Household Cleaners Market by Product Segment -
Surface Cleaners, Specialty Cleaners, and Bleaches
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 46

Table 29: UK Household Cleaners Market (2004 & 2008):
Percentage Breakdown of Dollar Sales by Product Segment -
Surface Cleaners, Specialty Cleaners, and Bleaches 46

7f. Russia 47
Household Care Market 47
Dishwashing Products Market 47
Surface & Specialty Cleaners Market 47
Chlorine Bleach - Relatively Large Market 47
Competitive Landscape 47
Table 30: Russian Household Cleaners Market by Product
Segment - Surface Cleaners, Specialty Cleaners, and Bleaches
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 47

Table 31: Russian Household Cleaners Market (2004 & 2008):
Percentage Breakdown of Dollar Sales by Product Segment -
Surface Cleaners, Specialty Cleaners, and Bleaches 48

8. Asia-Pacific Market Perspective 48
Dishwashers Market in Asia - A Niche Sector 48
Kitchen Cleaners Market - On the Rise 48
Bleach - Facing Tough Competition 48
Competitive Scenario 48
Table 32: Asia-Pacific Household Cleaners Market by Product
Segment - Surface Cleaners, Specialty Cleaners, and Bleaches
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 49

Table 33: Asia-Pacific Household Cleaners Market (2004 &
2008): Percentage Breakdown of Dollar Sales by Product
Segment - Surface Cleaners, Specialty Cleaners, and Bleaches 49

8a. Australia 50
Surface Cleaners Market 50
Dishwashing Products Market - Experiencing Growth 50
Toilet Care Products - Gaining Popularity 50

8b. China 50
Housing Reforms - A Driving Factor 50
Task Specific Products - On the Rise 50
Soaps Market 50
Market Trends 50
Table 34: Detergents and Soaps Market in China (2003-2006):
            Percentage Breakdown of Volume Sales by Category - Synthetic
            Detergents and Toilet Soaps 51
            Chinese Collar Cleaners Market 51
            Collar Cleaners Context 51
            Chinese Softener Industry 51
            Softeners Market Stand 51
            Chinese Laundry Products Market 51
            Laundry Care Consumption Patterns 52
            Consumption Patterns & Foreign Foray 52
            Rising Demand 52
            Retail Channels Role-Play 52
            Laundry Care - Market Statistics 52

            8c. India 52
            Surface & Specialty Cleaners Market 52
            Dishwashing Products Market 53
            Toilet Cleaners - A Niche sector 53
            Competitive Landscape 53

            8d. Indonesia 53
            Detergent Usage & Variants 53
            Market Conditions 53
            Market Updates 53
            Alkyl Benzene Production Stand 54
            Export Zone 54

            9. A Latin American Perspective 54
            Dishwashers Penetration 54
            Chlorine Bleach - Gaining New Momentum 54
            Surface & Specialty Cleaners 54
            Toilet Care Products - A Niche Sector 54
            Table 35: Latin American Household Cleaners Market by Product
            Segment - Surface Cleaners, Specialty Cleaners, and Bleaches
            Independently Analyzed with Annual Sales Figures in US$
            Million for Years 2003 through 2008 55

            Table 36: Latin American Household Cleaners Market (2004 &
            2008): Percentage Breakdown of Dollar Sales by Product
            Segment - Surface Cleaners, Specialty Cleaners, and Bleaches 55

            9a. Brazil 56
            Household Care Market 56
            Soaps and Detergents Market 56
            Industrial Growth 56
            Economic Market Stand 56

            9b. Argentina 56
            High Penetration of Dishwashers 56


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