Global Soaps and Detergents Industry

• Publication date: January 2012

The global outlook series on Soaps and Detergents provides a collection of statistical anecdotes, market briefs, and concise summaries of research findings. The report offers an aerial view of the world soaps and detergents industry, and identifies major trends, issues, challenges and growth drivers. Market discussions in the report are punctuated with 43 fact-rich market data tables. Regional markets elaborated upon include United States, Canada...

The global outlook series on Soaps and Detergents provides a collection of statistical anecdotes, market briefs, and concise summaries of research findings. The report offers an aerial view of the world soaps and detergents industry, and identifies major trends, issues, challenges and growth drivers. Market discussions in the report are punctuated with 43 fact-rich market data tables. Regional markets elaborated upon include United States, Canada, Japan, France, Germany, Italy, UK, Spain, Australia, China, India, Hong Kong, and Peru, among others. Also included is an indexed, easy-to-refer, fact-finder directory listing the addresses, and contact details of 871 companies worldwide.

Global Cleaning Compound Industry

1. OVERVIEW 1
Introduction 1
Industry Overview 1
Industry Structure 1
Research and Development in Soaps and Detergents Industry 2
Fast Facts About Global Soaps and Detergents Market 2
Global Laundry Market Expands 3
Table 1: Global Recent Past, Current and Future Analysis
Soaps and Detregents - US, Europe Asia-Pacific (including
Japan) and Rest of World Independently Analyzed with Annual
Sales in US$ Million for Years 2010 through 2015 4

Table 2: Global Soaps and Detergent Market (2011 & 2015):
Percentage Breakdown of Value Sales by Region for US, Europe,
Asia-Pacific (Including Japan) and Rest of World 5
Global Consumption of Soaps and Detergents 6
Table 3: Global Top Five Countries Ranked by Per Capita
Consumption of Soaps in US$ (2010) 6

Table 4: Global Top Five Countries Ranked by Per Capita
Consumption of Detergent in US$ (2010) 6
Competitive Scenario 7
Laundry Detergents 7
Table 5: Leading Players in Global Laundry Detergent Market
(2010): Percentage Breakdown of Value Sales for Procter &
Gamble, Unilever Group, Henkel and Others 7

Table 6: Leading Players in the Global Liquid Laundry
Detergent Market (2010): Percentage Breakdown of Value Sales
for Procter and Gamble Co., Church & Dwight Co., The Sun
Products Corp., The Dial Corp., Private Labels and Others 7
Toilet Soaps 8
Dishwashing Products 8
Table 7: Leading Players in the Global Dishwashing Products
Market (2010): Percentage Breakdown of Value Sales for
Procter & Gamble, Reckitt Benckiser, Unilever Group and
Others 8

2. MARKET TRENDS & ISSUES 9
Soaps and Detergents Industry Withstands Financial Crisis 9
Prices Continue to Impact Industry Prospects 9
Stable Demand Minimally Affects Surfactants Despite Recession 9
Alternative Chemical and Natural Substitutes to Surfactants 9
Affordability - The Buzz Word 10
Emerging Markets - New Hub for Manufacturers 10
Product Innovation to Drive Sales 10
Green Products to Remain Priority 11
Preferred Choice for Big as well as Smaller Players 12
Inclination Towards Cheaper and Renewable Ingredients on Rise 12
Drive Towards Earth Friendly Compounds 12
Tug of War Between Plant-Based and Petroleum-Based Feedstock 13
Compact Detergents to De-popularize Soda Ash Usage in the
Western Markets 13
Products Continuously Reformulated 14
Convenience Needs: One of the Drivers 14
Focus on Add-on Features on Rise 14
Innovation - A Key Growth Driver 14
Teenagers: The Driving Force 15
Personal Care Products Manufacturers in Search of Greener
Pastures 15
Innovation- A Key to Deal with Recession for Bath and Shower
Products Segment 15
Growing Trend towards More Natural Care Products 16
Liquid Soaps and Shower Gels-Here to Stay 16
Bath Additives - A Necessity 17
Hand Sanitizers and Cleansers - New Arrivals 17
All-Time Importance of Bar Soaps 17
Multifunctional Products on Rise 17
Specialty Products: Providing A Personal Touch 18
Men: The Potential Consumer Segment 18
Children’s Bath Product Market - A Niche Segment 18
Packaging: Growing More Innovative 18
Fragranced Bath Products: Appealing to Aesthetics 19
Intense Endorsement Drives Growth for Luxury Soaps 19
Key Success Factors in the Market 19
High-End Product Line - The Mainstay for Household Cleaner
Manufacturers 19
Issues Confronting the Soaps & Detergents Market 19
Hazardous Chemicals 19
Solid Waste 20
Disposal 20
Uncertainty Looming Large Over Raw Material Costs 20

3. PRODUCT OVERVIEW 21
Introduction 21
Personal Cleansing Products 21
Soap 21
Classification of Soaps 21
Bar Soaps 21
Deodorant Soaps 22
Medicated Soaps 22
Novelty Soaps 22
Liquid Soaps 22
Multi-Functional Role 22
Soap Manufacturing 22
Ingredients in Soap Preparation 23
Soap Making Methods 23
Cold Process 23
Hot Process 23
Purification 24
Finishing 24
History of Soap 24
Shower Gel 25
Heavy-Duty Hand Cleaning Products 25
Laundry Products 25
Detergents 26
Ingredients in Detergents 26
Biodegradability 27
Laundry Aids 27
Fabric Softeners 27
Features/Advantages of Fabric Softeners 28
Formulations of Fabric Softeners 28
Sheet Softeners 28
Silicone Technologies for Fabric Softeners 28
Silicone Technology and Fabric Care 29
Emphasis on Value Added Products 29
Rapid Growth in Demand for Fabric Softeners and Bleaches 29
Bleaches 29
Chlorine Bleach 29
Oxygen Bleach 30
Stain Removers 30
Fabric Fresheners 30
Fabric Whitener/Brightener 30
Bluing 30
UV-Protective Laundry Products 30
Dishwashing Products 31
Hand Dishwashing Products 31
Automatic Dishwasher Products 31
Detergents 31
Film Removers 31
Rinse Agents 31
Lime and Rust Removers 31
Suitability 31
Household Cleaning Products 32
All-Purpose Cleaners 32
Specialty Cleaners 32
Glass Cleaners 32
Metal Cleaners 32
Tile, Tub and Sink Cleaners 32
Toilet Bowl Cleaners 32
Abrasive Cleansers 33
Drain Openers 33
Multi-surface Cleaners 33
Oven Cleaners 33
Rug Shampoos 33
Raw Materials Scenario 33
Surfactants 33
Linear Alkylbenzene (LAB) 33
Zeolite 34
Sodium Tri-Poly Phosphate 34
Soda Ash 34
Protease Enzymes 34
Evolution of Detergent-Specific Enzymes 34
Bleaches 35
Bleaching Agents: The Case for Sodium Carbonate Peroxyhydrate 35
New Product: Persalt-based Bleaches 35
Sodium Percarbonates 35
Packaging 36
PET and C-PP Making Presence 36

4. MERGERS & ACQUISITIONS 37

5. STRATEGIC CORPORATE DEVELOPMENTS 45

6. PRODUCT INNOVATIONS/ INTRODUCTIONS 50


A REGIONAL MARKET PERSPECTIVE 62

1. THE UNITED STATES 62
Market Overview 62
Table 8: US Recent Past, Current and Future Analysis for
Soaps and Detergents Market with Annual Sales in US$ Million
for Years 2010 through 2015 62
Consolidation in the Detergents Market 63
Rising Raw Material Prices - A Detergent 63
Low-Priced Detergents Continue to Remain Popular Post-Recession 63
Laundry Product Makers Target Hispanics 64
Sustainability Brings About Revolutionary Change in Growth Trends 64
Laundry Detergent Tablets - Dependent on New Technology Washers 64
Heavy-Duty Laundry Detergent Market 64
Table 9: US Heavy-Duty Laundry Detergent Market (2010):
Percentage Breakdown of Value Sales by Concentration for
Regular, Single, Double and Triple 65
Experiencing Home Values 65
Competitive Scenario 65
Liquid Detergents 66
Table 10: Leading Players in US Liquid Detergent Market
(2010): Percentage Breakdown of Value Sales for Procter &
Gamble Co., Sun Products, Church & Dwight Co., Henkel,
Private Labels and Others 66

Table 11: Leading Brands in US Liquid Detergent Market
(2010): Percentage Breakdown of Value Sales for Tide, All,
Arm & Hammer, Gain, Purex, and Others 66
Fading Demand for Liquid Fabric Softeners 66
Table 12: Leading Brands in the US Fabric Softener Market
(2010): Percentage Breakdown of Sales s for Downy, Suavitel,
Downy Simple Pleasures, Snuggle, Gain and Others 67
Soaps Market Scenario 67
Trade Statistics 67
Table 13: US Exports of Toilet Soap and Organic Preparations
(Including Medicated Products) to Top 10 Destination
Countries (2010) in US$ Million 67

Table 14: US Imports of Toilet Soap and Organic Preparations
(Including Medicated Products) to Top 10 Origin Countries
(2010) in US$ Million 68
Liquid Soaps 68
Looking Up 68
Table 15: Leading Players in the US Liquid Soap Market
(2010): Percentage Breakdown of Value Sales for Church &
Dwight Co., Dial Corp., Sun, Phoenix Brands and Others 68

Table 16: US Liquid Laundry Detergent Market
(2010)-Percentage Breakdown of Sales Based on Price Segment 69

Table 17: Leading Players in the US Liquid Laundry
Detergent Market (2010) in the Premium Products Category -
Percentage Breakdown of Sales for P&G, Sun, Rickett
Benkiser, Private Label and Others 69

Table 18: Leading Players in the US Liquid Laundry
Detergent Market (2010) in Value-Added Products Category:
Percentage Breakdown of Sales for Dial, Church & Dwight,
Sun, Phoenix and Others 69
Private Label Liquid Hand Soaps Faring well 70
In New Form 70
Table 19: Leading Brands in US Hand Liquid Soaps Market
(2010): Percentage Breakdown of Value Sales 70
Bar Soaps 71
Experiencing Sluggish Sales 71
Preference for Branded Products 71
Table 20: Leading Brands in the US Deodorant Soap Market
(2010): Percentage Breakdown of Value Sales 71

Table 21: Leading Brands in US Non-Deodorant Bar Soaps
Market (2009 & 2010): Percentage Breakdown of Volume Sales
for Dove, Ivory, Dove Cool Moisture, Zest Hydrating
Effects, Olay Body and Others 72

Table 22: Leading Brands in US Non-Deodorant Bar Soaps
Market (2009 & 2010): Percentage Breakdown of Value Sales
for Dove, Dove Cool Moisture, Ivory, Olay Body, Zest
Hydrating Effects and Others 73
Consistent Product Activity 73
Bar Vs Liquid Soaps 73
Shower Gels 74
Becoming More Appealing 74
Targeting Teens 74
Body Washes Gaining Popularity 74
Hand Sanitizers 74
A New Category 74
Antibacterial Hand Sanitizers 74
Table 23: Leading Brands in the US Hand Sanitizer Market
(2010): Percentage Breakdown of Value Sales for Purell,
Germ-X, Gold Bond Ultimate, Clean ’n Natural, Dial, Private
Labels and Others 75
Household Cleaning Products Overview 75
Green Household Cleaning Products in Demand 75
Top Four Leading Players in the US Soaps\Cleaning Products
Market (2010) 75
Product Innovation-A Catching Trend in the US Soaps and
Detergents Market 76
Dish Detergent 76
Table 24: Leading Players in the US Dish Soaps Market
(2010): Percentage Breakdown of Value Sales for Procter &
Gamble, Colgate-Palmolive, Sunlight, Private Labels and
Others 76

Table 25: Leading Brands in the US Automatic Dishwasher
Detergent Market (2010): Percentage Breakdown of Value Sales
for Cascade, Cascade Action Pacs, Cascade Complete, Finish
and Others 77

2. CANADA 78
Naturals: A Popular Theme 78
Trade Statistics 78
Table 26: Canadian Exports of Toilet Soap and Organic
Preparations (Including Medicated Products) to Top 10
Destination Countries (2010)-In US$ Million 78

Table 27: Canadian Imports of Toilet Soap and Organic
Preparations (Including Medicated Products) to Top 10 Origin
Countries (2010)- In US$ Million 79

3. JAPAN 79
Bath: Signifying Cultural Value 79
Market Trends 79

4. EUROPE 80
Impact of Recession on Soaps and Detergents Market in Europe 80
Stability of the European Laundry Detergent Market 80
Current and Future Analysis 80
Table 28: Europe Recent Past, Current and Future Analysis for
Soaps and Detergents Market - France, Germany, Italy, UK,
Spain, Russia and Rest of Europe Independently Analyzed with
Annual Sales in US$ Million for Years 2010 through 2015 81

Table 29: Europe Soaps and Detergent Market (2011 & 2015):
Percentage Breakdown of Value Sales by Region for France,
Geramny, Italy, UK, Spain, Russia and Rest of Europe 82
Bath and Shower Products: Gaining Appeal 82

4a. FRANCE 83
Market Trends 83
Table 30: France Recent Past, Current and Future Analysis for
Soaps and Detergents Market with Annual Sales in US$ Million
for Years 2010 through 2015 83

4b. GERMANY 84
Shower Products: Reigning Supreme 84
Market Trends 84
Table 31: Germany Recent Past, Current and Future Analysis
for Soaps and Detergents Market with Annual Sales in US$
Million for Years 2010 through 2015 85

4c. ITALY 86
Market Overview 86
Bath Additives: Adapting to Changing Preferences 86
Current and Future Analysis 86
Table 32: Italy Recent Past, Current and Future Analysis for
Soaps and Detergents Market with Annual Sales in US$ Million
for Years 2010 through 2015 86

4d. THE UNITED KINGDOM 87
Laundry Products Market - An Overview 87
Table 33: UK Detergents, Household Cleaning and Maintenance
Products Market (2010)- Percentage Breakdown of Value Sales
by Product Category 87

Table 34: UK Personal Care Products Market (2010)-Percentage
Breakdown of Value Sales by Product Category 88

Table 35: Leading Brands in the UK Laundry Detergent Market
(2010): Percenatge Breakdown of Value Sales for Persil,
Ariel, Bold 2-in-1, Surf, Daz, Fairy, Private Labels and
Others 88
Fabric Care Market Displaying Innovative Trends 88
Fabric Care Detergents Market 89
Popular Claims Effect Sales of Detergents and Fabric
Conditioners 89
Table 36: Leading Brands in UK Fabric Softener Market
(2010): Percentage Breakdown of Value Sales for Comfort,
Lenor, Fair, Private Labels and Others 89
Machine Detergents Market in UK is Booming 89
Factors Affecting Sales of Dishwashing Detergent Products 90
Table 37: Leading Brands in UK Dishwasher Detergent Market
(2009 & 2010): Percentage Breakdown of Value Sales for
Finish, Fairy, Glist and Others 91

Table 38: Leading Brands in UK Hand-Dishwashing Market (2009
& 2010): Percentage Breakdown of Value Sales for Fairy,
Morning Fresh, Persil and Others 91
History of the British Soaps and Detergents Market 92
Modern Bathing Formats Drive Soap Products Market 92
Factors Responsible for Increasing Popularity of Shower
Products in the UK 92
Popular Claims Affecting Sales of Soaps, Bath and Shower Products 92
Bath and Shower Market: High Growth Potential 92
Soap Saga 92
Body Washes 93
Soaps Lose Out Share 93
Declining Sales of Own-Label Brands 93
Market Trends 93
Table 39: UK Recent Past, Current and Future Analysis for
Soaps and Detergents Market with Annual Sales in US$ Million
for Years 2010 through 2015 94

4e. SPAIN 95
A Promising Market 95
Current and Future Analysis 95
Table 40: Spain Recent Past, Current and Future Analysis for
Soaps and Detergents Market with Annual Sales in US$ Million
for Years 2010 through 2015 95
Bath Gels: Accounting for Chunk of the Market 96
Bar Soaps: Assuming Less Importance 96
Added Features: More Appealing 96
Preference for Showers 96
Moderate Growth of the Laundry Detergent Market 96

4f. HUNGARY 97
Detergents Market Overview 97

5. ASIA-PACIFIC 98
Bar Soaps Dominate Bath and Shower Products Market 98
Detergents Market Overview 98
Current and Future Analysis 98
Table 41: Asia-Pacific Recent Past, Current and Future
Analysis for Soaps and Detergents Market with Annual Sales in
US$ Million for Years 2010 through 2015 99
Petrochemical-based and Oleochemical- based Detergents 99

5a. AUSTRALIA 100
Soaps and Detergents Industry Reaches Maturity 100
Bar Soaps: Leading Category 100

5b. CHINA 101
Laundry Products - A Key Sector 101
Laundry Market 101
Affluency in the Chinese Soaps and Synthetic Detergents Industry 102
Recovery and Expansion of the Detergent Products Industry 102
Soap Market: Experiencing Growth 102
Personal Care: Receiving More Importance 103
Primary Distributors 103

5c. INDIA 104
A Dynamic Growing Market for Laundry Products 104
Soap Manufacturing Giants Look to Lure Rural Population 104
Key Players in the Indian Detergent Markets and their Popular
Brands 105
Table 42: Leading Players in the Indian Detergent Market
(2010): Percentage Breakdown of Value Sales for Hindustan
Unilever Ltd., Nirma, Ghari, Procter & Gamble, Henko, and
Others 105
Eroding Margins Marr the Soap Industry 105
Body Wash and Shower Gels Market Looks Promising 105
Competitive Scenario 106
Toilet Soaps Dominate the Fast Moving Consumer Goods Market 106
Table 43: Leading Players in the Indian Soaps Market (2010):
Percentage Breakdown of Value Sales for Hindustan Unilever
Ltd, Nirma, Godrej, Wipro, Reckitt Benckiser and Others 106
Small Firms: A Potential Threat to Detergent Giants 106
Economy Sector: Popularity of Low-Priced Brands 107
Small Pack Products Category Witnesses Decline in Sales 107

5d. HONG KONG 107
Liquid Soaps Enjoy Significant Growth 107
Led by Global Players 107

6. LATIN AMERICA 108
Detergents Market in Mercosur Region 108

7. PERU 108
Toilet Soap Market 108

8. MIDDLE-EAST AND AFRICA 109
Household Care Products Market in Iran 109
South African Rural Soaps and Detergent Industry Forecast to Grow 109
Caustic Soda and Soaps and Detergents Market to Flourish in
Africa 110


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