Global Household Cleaners Industry

• Publication date: January 2012

The global outlook series on the Household Cleaners Industry provides a collection of statistical anecdotes, market briefs, and concise summaries of research findings. Illustrated with 48 fact-rich market data tables, the report offers a rudimentary overview of the industry and highlights latest trends and demand drivers. Regional markets briefly abstracted and covered include US, Canada, Europe, France, Germany, Italy, United Kingdom, and Russia...

The global outlook series on the Household Cleaners Industry provides a collection of statistical anecdotes, market briefs, and concise summaries of research findings. Illustrated with 48 fact-rich market data tables, the report offers a rudimentary overview of the industry and highlights latest trends and demand drivers. Regional markets briefly abstracted and covered include US, Canada, Europe, France, Germany, Italy, United Kingdom, and Russia) Asia Pacific (Japan, Australia, China, India and Indonesia) and Latin America (Brazil and Mexico) The report offers a compilation of recent mergers, acquisitions, and strategic corporate developments. Also included is an indexed, easy-to-refer, fact-finder directory listing the addresses, and contact details of 272 companies worldwide.

Global Household Products Industry

1. GLOBAL MARKET 1
Household Cleaners- A Market Perspective 1
Mixed Bag of Opportunities and Challenges for Household
Cleaners During Recession 1
Table 1: World Recent Past, Current and Future Analysis for
Household Cleaners Market by Geographic Region - US, Canada,
Europe, Asia-Pacific (including Japan), Latin America and
Rest of World Markets Independently Analyzed With Annual
Revenue Figures in US$ Million for Years 2010 through 2015 2

Table 2: World 5-Year Perspective for Household Cleaners
Market By Geographic Region -Percentage Breakdown of Revenues
for US, Canada, Europe, Asia-Pacific (including Japan), Latin
America and Rest of World Markets for Years 2011 & 2015 3

Table 3: Global Household Cleaners Market (2011): Percentage
Share Breakdown of Revenues by Segment- Laundry Washing
Products, General Purpose Cleaners, Dishwashing Products and
Others 4
Adroit Innovation and Promotional Strategies - Key to Success 4
Market Seeks New Promotion Channels 4
Environmental Concerns Sparks Innovation in Product Offerings 5
Even Packaging Turns Eco-Friendly 5
Household Cleaners Market Goes Green 5
Antimicrobial Products - Emerging Trend 6
Specialty Cleaners: Designed for Specific Purposes 6
Surface Cleaners Market 6
All-Purpose Cleaners are the Most Adaptable 7
Wipe Products 7
Bleaching Agents on a Declining Trend 7
Competitive Scenario 8
Table 4: Leading Players in the Global Household Cleaners
Market (2009): Percentage Share Breakdown of Revenues for
P&G, Unilever, Reckitt Benckiser PLC, Henkel, S.C. Johnson
and Co. and Others 8

2. STRATEGIC CORPORATE DEVELOPMENTS 9

3. PRODUCT INTRODUCTIONS/ INNOVATIONS 11


A REGIONAL MARKET PERSPECTIVE 15

1. NORTH AMERICA 15

1a. UNITED STATES 15
Household Cleaning Products Market: Mature & Stable 15
Current Scenario 15
Table 5: US Household Cleaners Market (2011): Percentage
Breakdown of Share by Category-Cleaning Wipes, Laundry
Products, Multi- Purpose Cleaners, Bleach and Others 15

Table 6: US Household Cleaners Market (2008): Percentage
Breakdown of Share by Leading Producers- S.C. Johnson and Son
Inc, P&G, Reckitt Benckiser Plc and Others 16

Table 7: US Market for All-Purpose Cleaners (2009):
Percentage Breakdown of Share by Brands-Pine Sol, Lysol,
Clorox Clean-Up and Others 16
Market Issues and Trends 16
Convenience - Driving Growth Factor 16
Demand For Environment-Friendly Disinfectants Continues to be
High 17
Distribution Activities 17
Supermarkets: The Leading Channel 17
Selling Through Discount Stores: A Tough Proposition 18
Marketing Strategies 18
Packaging: Battle Between Convenience and Concern for the
Environment Continues 18
Packaging for Cleaners 18
Plastic Bottles: The Most Common Package 19
Oven Cleaners Come in Cans 19
Table 8: US Appliance/Oven Cleaning Products Market (2010):
Percentage Share Breakdown by Leading Brands- Easy-Off,
Easy-Off Fume Free Max, Weiman Cook Top and Others 19
Promotional Activities 19
Some Promotional Tools 19
Leading Players and Competitive Scenario 20
Emerging Trends 20
Anti Allergic Positioning 20
Increased Interest in Green Products 20
Product Analysis 20
Floor Cleaners/Wax Removers 20
The Advent of Fragrant Household Cleaners 21
Liquid Detergent/Laundry Market 21
Table 9: US Liquid Laundry Detergent Market (2010):
Percentage Breakdown of Share by Brands, Private Label and
Others 21

Table 10: Leading Laundry Additive Producers in the US
(2010): Percentage Breakdown of Share for OxiClean, P&G, S.C.
Johnson and Son, Reckitt Benckiser and Others 22
Demand Factors & Pricing Policies 22
Powder Detergent/Laundry 22
Strategies and Developments 22
Dishwashing Detergents 22
Dishwashing Market Gaining New Heights 22
Table 11: US Dishwashing Products Market (2011): Percentage
Breakdown of Share by Company- P&G and Others 23

Table 12: Leading US Dishwashing Detergent Brands (2008):
Percentage Breakdown of Share for Cascade, Cascade Action
Pacs, Electrasol/ Finish Jet Dry Powerball and Others 23

Table 13: Leading Automatic Dish Washing Detergent Producers
in the US (2009): Percentage Breakdown of Share for P&G,
Reckitt Benckiser, Colgate-Palmolive, Phoenix Brands and
Others 23
Dishwashing Detergent Products under Regulatory Radar 24
Home Air Freshener Market 24
Table 14: US Home Air Freshner Market (2010): Percentage
Breakdown of Share by Leading Producers- Brands, Private
Label and Others 24
Product Innovations & Prices 24
Wipes - An Emerging Category 25
Product Enhancements 25
Other Statistics 26
Table 15: US Market for Chlorine Bleach Products (2010):
Percentage Breakdown of Share by Company- Clorox and Others 26

1b. CANADA 27
Market Snippets 27
Dishwashing Market 27
Increased Penetration of Dishwashers - Driving Demand for
Automatic Detergents 27
Table 16: Dishwashing Products Market in Canada (2010):
Percentage Breakdown of Share by Company- Reckitt Benckiser
and P&G, and Others 27
Demand Still Exists for Hand Dishwashing Detergents 27
Surface and Specialty Cleaners Market 28
Chlorine Bleach - A Declining Sector 28
Table 17: Canadian Bleach Market (2010): Percentage Breakdown
of Share by Company- Clorox and Others 28

2. EUROPE 29
Table 18: European Recent Past, Current & Future Analysis for
Household Cleaners Market by Geographic Region - France,
Germany, Italy, UK, Spain, Russia and Rest of Europe Markets
Independently Analyzed with Annual Revenue Figures in US$
Million for Years 2010 through 2015 29

Table 19: European 5-Year Perspective for Household Cleaners
by Geographic Region - Percentage Breakdown of Revenues for
France, Germany, Italy, UK, Spain, Russia and Rest of Europe
Markets for Years 2011 & 2015 30
Western Europe - Current Scenario 30
Key Trends & Issues 31
Rising Working Women Force - A Key Driving Factor 31
Fragrance Products On the Rise 31
Wipes and Rim Liquid In-the-Bowls - Gaining Success 31
Surface and Specialty Cleaners Market 31
Dishwashing Market 31
Table 20: European Market for Dishwashing Products (2010):
Percentage Breakdown of Share by Leading Players- Reckitt
Benckiser, Unilever, P&G, Henkel, Colgate-Palmolive and
Others 32
Chlorine Bleach - A Mature Sector 32
Table 21: European Bleach Products Market (2010): Percentage
Breakdown of Share by Leading Players- Unilever, P&G,
Colgate-Palmolive, Henkel, IWP International Plc and Others 32
Other Key Statistics: 32
Table 22: European Market for Laundry Detergents (2010):
Percentage Breakdown of Share by Leading Players- P&G,
Henkel, Unilever, Others 32

Table 23: Floor Cleaning Products Market in Europe (2010):
Percentage Breakdown of Share by Leading Players-Henkel,
Colgate-Palmolive, SC Johnson & Son, Werner & Mertz, Bolton
Group, Others 33

Table 24: Market for Kitchen Cleaning Products in Europe
(2010): Percentage Breakdown of Share by Leading
Players-Reckitt Benckiser, P&G, Unilever, SC Johnson & Son,
KH Lloreda and Others 33

Table 25: Toilet Care Products Market in Europe (2010):
Percentage Breakdown of Share by Leading Players- SC Johnson
& Son,Henkel, Unilever, Reckitt Benckiser, Bolton Group and
Others 33

2a. FRANCE 34
Key Trends and Issues 34
Easy-to-Use Products On the Rise 34
Fragrant Products - Driving the Market 34
Anti Bacterial Products - Promising Good Future 34
Dishwashing Products 34
Table 26: Dishwashing Products Market in France (2010):
Percentage Breakdown of Share by Company- Unilever France,
Reckitt Benckiser France and Colgate-Palmolive France 35

Table 27: Automatic Dishwashing Detergent Market in France
(2009): Percentage Breakdown of Share by Leading Producers-
Unilever, Reckitt Benckiser, Ecover, Novamex, Others 35
Laundry Care Products 35
Top 3 Companies in the Laundry Care Products Market in France
(2010) 35
Surface Care Products 35

2b. GERMANY 36
Market Snippets 36
Table 28: Household Cleaners Market in Germany (2010):
Percentage Breakdown of Share by Brands, Private Label
Players and Others 36
Market Trends and Issues 36
New Consumer Groups - A Targeting Tool 36
Five Magic Words 36
Consumer Behavior - A Key Driving Trend 37
All-In-One Products - Emerging Concept 37
Wipes - Emerging Category 37
Laundry Care Products- A Mature Segment 37
Table 29: German Laundry Care Products Market (2010):
Percentage Breakdown of Share by Brands, Private Label and
Others 37
Dishwashing Products- Profits to Come under Pressure 38
Table 30: German Dishwashing Products Market (2010):
Percentage Breakdown of Share by Company- Henkel Wasch &
Reinigungsmittel, Reckitt Benckiser Deutschland and Others 38

Table 31: Automatic Dishwashing Detergent Market in Germany
(2009): Percentage Breakdown of Share by Leading Producers-
Reckitt Benckiser, Henkel and Others* 38
Toilet Rim Liquids - In Demand 38
Specialist Products - On the Rise 39

2c. ITALY 40
Market Snippets 40
Table 32: Laundry Care Products Market in Italy (2010):
Percentage Breakdown of Share by Company- P&G and Others 40
Market Trends 40
Convenience - A Key Driving Factor 40
Dishwashing Market - Gaining Momentum 41
Surface & Specialty Cleaners 41

2d. UNITED KINGDOM 42
Market Snippets 42
Table 33: UK Market for Household Cleaning Products (2010):
Percentage Breakdown of Share by Leading Producers- Brands,
Private Label and Others 42

Table 34: UK Bleach and ToiletCare Products Market (2010):
Percentage Share Breakdown of Sales by Leading Producers-
Brands, Private Label and Others 42
Key Trends & Issues 42
Increasing Demand for Premium Products 42
Wipes - Key Driving Force 43
Micro Fiber Products - Key Emerging Category 43
Natural and Environmental Friendly Products - On the Rise 43
Detergent and Laundry market 43
Product Array & Application Areas 44
New Formulations & Brands 44

2e. RUSSIA 45
Household Care Market 45
Dishwashing Products Market 45
Table 35: Russian Dishwashing Products Market (2010):
Percentage Breakdown of Share by Company- P&G, Nefis
Cosmetics and Others 45

Table 36: Leading Automatic Dish Washing Detergent Producers
in the Russia (2009): Percentage Breakdown of Share for
Reckitt Benckiser, Henkel, Oricon, McBride and Others 45
Surface & Specialty Cleaners Market 45
Chlorine Bleach Market on Downward March 46
Competitive Landscape 46
Other Statistics: 46
Table 37: Russian Laundry Care Products Market (2010):
Percentage Breakdown of Share by Company- P&G, Henkel Rus,
Nefis Cosmetics and Others 46

3. ASIA-PACIFIC 47
Dishwashers Market in Asia - A Niche Sector 47
Kitchen Cleaners Market - On the Rise 47
Bleach - Facing Tough Competition 47
Competitive Scenario 47

3a. JAPAN 48
Market Issues and Trends 48
Busy Lifestyle - A Key Driving Factor 48
Demand for Antibacterial Products On the Rise 48
Wipes - An Emerging Category 48
Dishwashing Products Market - Small Sector 48
Surface & Specialty Cleaners Market - Key Snapshots 48
Laundry Care Products Witness Robust Demand 49
Table 38: Japanese Laundry Care Products Market (2009):
Percentage Breakdown of Share by Company- Kao Corp and
Others 49

3b. AUSTRALIA 50
Surface Cleaners Market 50
Dishwashing Products Market - Experiencing Growth 50
Toilet Care Products - Gaining Popularity 50

3c. CHINA 51
Synopsis 51
Table 39: Household Cleaners Market in China (2010):
Percentage Breakdown of Share by Segment- Laundry Washing
Products, General Purpose Cleaners, Dishwashing Products and
Others 51

Table 40: Household Cleaners Market in China (2009):
Percentage Breakdown of Share of Leading Producers- Nice
Group, Guangzhou Liby and Others 51
Housing Reforms - A Driving Factor 51
Task Specific Products - On the Rise 52
Soaps Market 52
Market Trends 52
Chinese Collar Cleaners Market 52
Collar Cleaners Context 52
Chinese Softener Industry 52
Softeners Market Stand 52
Chinese Laundry Products Market 53
Laundry Care Consumption Patterns 53
Consumption Patterns & Foreign Foray 53
Rising Demand 53
Retail Channels Role-Play 53
Dishwashing Products Market 54
Toilet Care Products Market 54
Table 41: Toilet Care Products Market in China (2009):
Percentage Breakdown of Share by Leading Players- S.C.
Johnson and Son, Guangzhou Blue Moon, Shanghai WhiteCat,
Guangzhou Lonkey, Sara Lee and Others 54

3d. INDIA 55
Overview 55
Table 42: Household Cleaners Market in India (2008):
Percentage Share Breakdown by Leading Producers- Unilever,
Nirma Ltd, P&G and Others 55
Surface & Specialty Cleaners Market 55
Dishwashing Products Market 55
Toilet Cleaners - A Niche sector 56
Table 43: Indian Toilet Cleaning Products Market (2008):
Percentage Share Breakdown of Value Sales by Leading Brands-
Harpic, Sanifresh, Kiwi Kleen, Mr Muscle, Domex, Bref and
Others 56
Laundry Care Products Market 56
Table 44: Indian Laundry Care Products Market (2010):
Percentage Breakdown of Share by Company- Hindustan Unilever
(HUL) and Others 56
Competitive Landscape 57

3e. INDONESIA 58
Detergent Usage & Variants 58
Market Conditions 58
Market Updates 58
Alkyl Benzene Production Stand 58
Export Zone 58

4. LATIN AMERICA 59
Dishwashers Penetration 59
Chlorine Bleach - Gaining Momentum 59
Surface & Specialty Cleaners 59
Toilet Care Products - A Niche Sector 59

4a. BRAZIL 60
Table 45: Household Cleaners Market in Brazil (2010):
Percentage Share Breakdown of Revenues by Segment- Laundry
Washing Products, General Purpose Cleaners, Dishwashing
Products and Others 60

Table 46: Leading Players in the Brazilian Household Cleaners
Market (2008): Percentage Share Breakdown of Revenues for
Unilever, Reclkitt Benckiser PLC, S.C. Johnson and Son Inc.
and Others 60
Household Care Market 60
Soaps and Detergents Market 60

4b. MEXICO 61
Dishwashing Products - On the Rise 61
Table 47: Dishwashing Products Market in Mexico (2010):
Percentage Breakdown of Share by Company- P&G de México,
Colgate-Palmolive de México and Others 61
Surface & Specialty Cleaners 61
Laundry Care Products 61
Table 48: Laundry Care Products Market in Mexico (2010):
Percentage Breakdown of Share by Company- P&G, Fábrica de
Jabón La Corona and Others 62

4c. ARGENTINA 62
High Penetration of Dishwashers 62


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