Laundry Care Products in the U.S.

Publication Date	November 2007
Publisher	Packaged Facts
Product Type	Report
Pages	280
ISBN Number	not applicable
Product Code	PKF00094

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Summary

The laundry care product market is mature but seems to be recapturing its youth with new product innovation and marketing based firmly in consumer needs. Since it's no longer one size fits all in the laundry care market, recent years have seen an increase laundry product forms, new scents, niche products addressing allergies, eco-concerns and consumer interest in high-end cleaning tools. In an ever evolving culture of "me," exemplified by the popularity of reality-based programming, consumer-generated content and a plethora of products that are 'made just for me,' niche laundry care product innovation that engages the power of individual ego will be more successful than those that offer a one-size-fits-all benefit. Already the industry is making strides in personalizing and customizing through specific scent and cleaning benefits.

Laundry Care Products in the U.S. Report looks at every segment of the laundry care market, including detergents, fabric softener, bleach, and other treatment/specialty products, examines trends for growth and projects sales of products through 2009. It discusses new product introductions and the wide-ranging marketing efforts to support them. The report also breaks out sales by distribution channel and describes strategies and merchandising approaches. It looks at relevant consumer trends and analyzes consumer usage both by segment and brand. Finally, the report includes profiles of market leaders and niche "companies of interest."

Report Methodology

The information in Laundry Care Products in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal care market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2006. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor Ltd.

The report looks at every segment of the laundry care category, examining trends for growth and projecting sales of products through 2011. It analyzes consumer demographics and their current and projected impact on sales of laundry care products. It provides up-to-date competitive profiles of marketers of laundry care products - including a look at smaller, up-and-coming companies and brands - and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the laundry care industry.

What You'll Get in this Report

Laundry Care Products in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Laundry Care Products in the U.S. offers.

The report addresses the following segments:

The Market (including market size and composition, and projected market growth)
The Marketers (including discussions of specific marketer brand and market shares)
Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market) The Consumer
The ProductsTrends and Opportunities
Plus, you'll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report If your company is already competing in the laundry care market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for laundry care products, as well as projected sales and trends through 2011. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the laundry care consumer based on Simmons data. This report will help:

Marketing Managers identify market opportunities and develop targeted promotion plans for laundry care products. Research and development professionals stay on top of competitor initiatives and explore demand for laundry care products.

Advertising agencies working with clients in the laundry care industry understand the product buyer to develop messages and images that compel consumers to purchase these products.Business development executives understand the dynamics of the market and identify possible partnerships.Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Content

Chapter 1 Executive Summary
- Market Size and Growth
- Figure 1-1 U.S. Retail Sales for the Laundry Care Products Market, 2002-2006 (in billion $)
- Table 1-1 IRI-tracked Sales for Laundry Care Products by Category, 2002-2006 (in million $)
- Figure 1-2 Market Share of IRI-tracked Laundry Care Product Sales by Category, 2006 (%)
- Table 1-2 Top 10 Laundry Care Product Marketers by IRI-tracked Sales, 2002-2006 (in million $)
- Figure 1-3 Market Share of Top 10 Laundry Care Product Marketers by IRI-tracked Sales, 2002-2006 (%)
- Powder Detergent Brands Decline
- Liquid Fabric Softener Brands Lead
- Table 1-3 IRI-tracked Sales of Top Laundry Care Brands, 2002-2006 (in millions $)
- Bleach Category Owned by Clorox
- Pre-wash/Additives Lead Specialty Products
- Figure 1-4 Projected U.S. Retail Sales for the Laundry Care Products Market, 2006-2011 (in billion $)
- Market Trends
- Table 1-4 Average Annual Consumer Expenditures: Total, Housekeeping Supplies and Laundry & Household Cleaning Supplies, 2001-2005 ($)
- Table 1-5 Projection of U.S. Asian, Black and Hispanic Populations, 2000, 2006, 2010 and 2020 (In thousands)
- Marketing Activity
- Laundry: An Emotional Activity for Gen-X Moms
- Small & Mighty Approach Hot with New Yorkers
- No Static Radio Approach
- Snuggling Up to the Hispanic Consumer
- Retail Trends
- New Product Innovation
- The Consumer
- Figure 1-5 Laundry Care Product Household Penetration by Category, 2006
- Liquid Detergent vs. Powder
- Chlorine Bleach vs. All Fabric
- Liquid Fabric Softener vs. Sheets
- Laundry Booster, Pre-Soak & Pre-Cleaner Type Comparisons
Chapter 2 Laundry Care Products Market
- Market Size and Growth
  - Figure 2-1 U.S. Retail Sales for the Laundry Care Products Market, 2002-2006 (in billion $)
  - Table 2-1 U.S. Retail Sales for the Laundry Care Products Market and % Change, 2002-2006 (in million $)
  - Figure 2-2 IRI-tracked Sales for the Laundry Care Products Market, 2002-2006 (in billion $)
  - Table 2-2 IRI-tracked Sales for Laundry Care Products by Category, 2002-2006 (in million $)
  - Figure 2-3 Market Share of IRI-tracked Laundry Care Product Sales by Category, 2006 (%)Top Laundry Care Product Marketers
  - Table 2-3 Top 10 Laundry Care Product Marketers by IRI-tracked Sales, 2002-2006 (in million $)
  - Figure 2-4 Market Share of Top 10 Laundry Care Product Marketers by IRI-tracked Sales, 2002-2006 (%)
  - Table 2-4 Market Share of Top 10 Laundry Care Product Marketers by IRI-tracked Sales, 2002 vs. 2006 (%)Top Laundry Care Product Brands
  - Table 2-5 IRI-tracked Sales of Top Laundry Care Brands, 2002-2006 (in million $)Forecast Concentrated Liquid Detergents Key Factor to Growth
  - Figure 2-5 Projected U.S. Retail Sales for the Laundry Care Products Market, 2006-2011 (in billion $)
Chapter 3 Laundry Detergent Category
- Table 3-1 IRI-tracked Laundry Detergent Sales by Segment, 2002-2006 (in million $)
- Figure 3-1 Market Share of IRI-tracked Laundry Detergent Sales by Segment, 2006 (%)
- Table 3-2 IRI-tracked Laundry Detergent Sales and Price by Volume and Unit, 2006 and 2007
- Table 3-3 IRI-tracked Sales of Top 10 Laundry Detergent Marketers, 2002-2006 (in million $)
- Figure 3-2 Market Share of Top 10 Laundry Detergent Marketers by IRI-tracked Sales, 2006 (%)
- Table 3-4 IRI-tracked Sales of Top 10 Laundry Detergent Brands, 2002-2006 (in million $)
- Figure 3-3 Market Share of Top 10 Laundry Detergent Brands by IRI-tracked Sales, 2006 (%) Liquid Detergent Segment Focus
- Table 3-5 IRI-tracked Sales of Top 10 Liquid Detergent Marketers, 2002-2006 (in million $)
- Figure 3-4 Market Share of Top 10 Liquid Detergent Marketers by IRI-tracked Sales, 2006 (%)
- Table 3-6 IRI-tracked Sales of Top 10 Liquid Detergent Brands, 2002-2006 (in million $)
- Figure 3-5 Market Share of Top 10 Liquid Detergent Brands by IRI-tracked Sales, 2006 (% Powder Detergent Segment Focus
- Table 3-7 IRI-tracked Sales of Top 10 Powder Detergent Marketers, 2002-2006 (in million $)
- Figure 3-6 Market Share of Top 10 Powder Detergent Marketers by IRI-tracked Sales, 2006 (%)
- Table 3-8 IRI-tracked Sales of Top 10 Powder Detergent Brands, 2002-2006 (in million $)
- Figure 3-7 Market Share of Top 10 Powder Detergent Brands by IRI-tracked Sales, 2006 (%)
- Tablet & Packet/Bar Detergent Segment Focus
- Table 3-9 IRI-tracked Sales of Top 8 Tablet & Packet/Bar Detergent Marketers, 2002-2006 (in million $)
- Figure 3-8 Market Share of Top 5 Tablet & Packet/Bar Detergent Marketers, 2006 (%)
- Table 3-10 IRI-tracked Sales of Top 10 Tablet & Packet/Bar Detergent Brands, 2002-2006 (in million $)
- Figure 3-9 Market Share of Top 6 Tablet & Packet/Bar Detergent Brands, 2006 (%)
Chapter 4 Fabric Softener Category
- Table 4-1 IRI-tracked Fabric Softener Sales by Segment, 2002-2006 (in million $)
- Figure 4-1 Market Share of IRI-tracked Fabric Softener Sales by Segment, 2006 (%)
- Table 4-2 IRI-tracked Liquid Fabric Softener Sales and Price by Volume and Unit, 2006 and 2007
- Table 4-3 IRI-tracked Fabric Softener Sheet Sales and Price by Volume and Unit, 2006 and 2007
- Table 4-4 IRI-tracked Sales of Top 10 Fabric Softener Marketers, 2002-2006 (in million $)
- Figure 4-2 Market Share of Top 10 Fabric Softener Marketers by IRI-tracked Sales, 2006 (in million $)
- Table 4-5 IRI-tracked Sales of Top 10 Fabric Softener Brands, 2002-2006 (in million $)
- Figure 4-3 Market Share of Top 10 Fabric Softener Brands by IRI-tracked Sales, 2006 (%)
- Liquid Fabric Softener Segment Focus
- Table 4-6 IRI-tracked Sales of Top 10 Liquid Fabric Softener Marketers, 2002-2006 (in million $)
- Figure 4-4 Market Share of Top 10 Liquid Fabric Softener Marketers by
- IRI-tracked Sales, 2006 (%)
- Table 4-7 IRI-tracked Sales of Top 10 Liquid Fabric Softener Brands, 2002-2006 (in million $)
- Figure 4-5 Market Share of Top 10 Liquid Fabric Softener Brands by
- IRI-tracked Sales, 2006 (%)
- Fabric Softener Sheet Segment Focus
- Table 4-8 IRI-tracked Sales of Top 10 Fabric Softener Sheet Marketers, 2002-2006 (in million $)
- Figure 4-6 Market Share of Top 10 Fabric Softener Sheet Marketers by
- IRI-tracked Sales, 2006 (%)
- Table 4-9 IRI-tracked Sales of Top 10 Sheet Fabric Softener Brands, 2002-2006 (in million $)
- Figure 4-7 Market Share of Top 10 Sheet Fabric Softener Brands by
- IRI-tracked Sales, 2006 (%)
Chapter 5 Bleach Category
- Table 5-1 IRI-tracked Bleach Sales by Segment, 2002-2006 (in million $)
- Figure 5-1 Market Share of IRI-tracked Bleach Sales by Segment, 2006 (%)
- Table 5-2 IRI-tracked Bleach Sales and Price by Volume and Unit, 2006 and 2007
- Table 5-3 IRI-tracked Sales of Top 10 Bleach Marketers, 2002-2006 (in million $)
- Figure 5-2 Market Share of Top 10 Bleach Marketers by IRI-tracked Sales, 2006 (%)
- Table 5-4 IRI-tracked Sales of Top 10 Bleach Brands, 2002-2006 (in million $)
- Figure 5-3 Market Share of Top 10 Bleach Brands by IRI-tracked Sales, 2006 (in million $)
- SHC Bleach Segment Focus
- Table 5-5 IRI-tracked Sales of Top 10 SHC Bleach Marketers, 2002-2006 (in million $)
- Figure 5-4 Market Share of Top 10 SHC Bleach Marketers by IRI-tracked Sales, 2006 (%)
- Table 5-6 IRI-tracked Sales of Top 10 SHC Bleach Brands, 2002-2006 (in million $)
- Figure 5-5 Market Share of Top 10 SHC Bleach Brands by IRI-tracked Sales, 2006 (%)
- Color-Safe Bleach Segment Focus
- Table 5-7 IRI-tracked Sales of Top 10 Color-Safe Bleach Marketers, 2002-2006 (in million $)
- Figure 5-6 Market Share of Top 10 Color-Safe Bleach Marketers by
- IRI-tracked Sales, 2006 (%)
- Table 5-8 IRI-tracked Sales of Top 10 Color-Safe Bleach Brands, 2002-2006 (in million $)
- Figure 5-7 Market Share of Top 10 Color-Safe Bleach Brands by IRI-tracked Sales, 2006 (%)
Chapter 6 Specialty Products Category
- Table 6-1 IRI-tracked Specialty Product Sales, by Segment, 2002-2006 (in million $)
- Figure 6-1 Market Share of IRI-tracked Specialty Product Sales by Segment, 2006 (%)
- Table 6-2 IRI-tracked Laundry Pre-wash/Additive Sales and Price by Volume and Unit, 2006 and 2007
- Table 6-3 IRI-tracked Fine Washable Laundry Detergent Sales and Price by Volume and Unit, 2006 and 2007
- Table 6-4 IRI-tracked Laundry Starch Sales and Price by Volume and Unit, 2006 and 2007
- Table 6-5 IRI-tracked Static Control/Fabric Protector Liquid Sales and Price by Volume and Unit, 2006 and 2007
- Table 6-6 IRI-tracked Sales of Top 10 Specialty Product Marketers, 2002-2006 (in million $)
- Figure 6-2 Market Share of Top 10 Specialty Product Marketers by
- IRI-tracked Sales, 2006 (%)
- Table 6-7 IRI-tracked Sales of Top 10 Specialty Product Brands, 2002-2006 (in million $)
- Figure 6-3 Market Share of Top 10 Specialty Product Brands by IRI-tracked Sales, 2006 (%)
- Pre-wash/Additives Segment Focus
- Table 6-8 IRI-tracked Sales of Top 10 Pre-wash/Additive Marketers, 2002-2006 (in million $)
- Figure 6-4 Market Share of Top 10 Pre-wash/Additive Marketers by
- IRI-tracked Sales, 2006 (%)
- Table 6-9 IRI-tracked Sales of Top 10 Pre-wash/Additive Brands, 2002-2006 (in million $)
- Figure 6-5 Market Share of Top 10 Pre-wash/Additive Brands by IRI-tracked Sales, 2006 (%)
- Fine Washable Detergent Segment Focus
- Table 6-10 IRI-tracked Sales of Top 6 Fine Washable Detergent Marketers, 2002-2006 (in million $)
- Figure 6-6 Market Share of Top 10 Fine Washable Detergent Marketers by IRI-tracked Sales, 2006 (%)
- Table 6-11 IRI-tracked Sales of Top 6 Fine Washable Detergent Brands, 2002-2006 (in million $)
- Figure 6-7 Market Share of Top 6 Fine Washable Detergent Brands by IRI-tracked Sales, 2006 (%)
- Starch Segment Focus
- Table 6-12 IRI-tracked Sales of Top 10 Starch Marketers, 2002-2006 (in million $)
- Figure 6-8 Market Share of Top 10 Starch Marketers by IRI-tracked Sales, 2006 (%)
- Table 6-13 IRI-tracked Sales of Top 10 Starch Brands, 2002-2006 (in million $)
- Figure 6-9 Market Share of Top 10 Starch Brands by IRI-tracked Sales, 2006 (%)
- Static Control/Fabric Protector Segment Focus
- Table 6-14 IRI-tracked Sales of Top 10 Static Control/Fabric Protector Marketers, 2002-2006 (in million $)
- Figure 6-10 Market Share of Top 10 Static Control/Fabric Protector Marketers by IRI-tracked Sales, 2006 (%)
- Table 6-15 IRI-tracked Sales of Top 10 Static Control/Fabric Protector Brands, 2002-2006 (in million $)
- Figure 6-11 Market Share of Top 10 Static Control/Fabric Protector
- Brands by IRI-tracked Sales, 2006 (%)
Chapter 7 Corporate Profiles
- The Procter & Gamble Company
- Figure 7-1 IRI-Tracked Sales of Procter & Gamble Laundry Care Products, 2002-2006 (in billion $)
- Figure 7-2 Procter & Gamble Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
- Table 7-1 P&G Brand and Product Portfolio
- P&G Continues Efforts In Branded Entertainment
- An Efficient Conversion
- Gain Goes Billion
- Unilever Group
- Overview
- Figure 7-3 IRI-Tracked Sales of Unilever Laundry Care Products, 2002-2006 (in million $)
- Figure 7-4 Unilever Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
- Table 7-2 Unilever Brand and Product Portfolio
- Unilever Laundry Care for Sale?
- The Clorox Company
- Overview
- Figure 7-5 IRI-Tracked Sales of Clorox Laundry Care Products, 2002-2006 (in million $)
- Figure 7-6 Clorox Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
- Table 7-3 Clorox Brand and Product Portfolio
- A Growth Spurt for 100 Birthday Planned
- Clorox Eco-Friendly Green Works
- Clorox...The Telenova?
- Church & Dwight Company, Inc.
- Church & Dwight Company, Inc.
- Figure 7-7 IRI-Tracked Sales of Church & Dwight Laundry Care Products, 2002-2006 (in million $)
- Figure 7-8 Church & Dwight Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
- Church & Dwight Laundry Care Product Portfolio
- Table 7-4 Church & Dwight Brand and Product Portfolio
- Arm & Hammer Essentials Line Grows
- OGI Acquistion Numbers
- Reckitt Benckiser, Inc.
- Figure 7-9 IRI-Tracked Sales of Reckitt Benckiser Laundry Care Products, 2002-2006 (in million $)
- Figure 7-10 Reckitt Benckiser Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
- Reckitt Benckiser Product Portfolio
- Table 7-5 Reckitt Benckiser Brand and Product Portfolio
- Significant Events
- Co-op Promotion for Woolite, Bosch
- Green Profile: Method Products, Inc.
- Figure 7-11 IRI-Tracked Sales of Method Laundry Care Products, 2002-2006 (in million $)
- Figure 7-12 Method Products Laundry Care Product Mix by IRI-tracked Sales, 2006 (%)
- Table 7-6 Method Products Brand and Product Portfolio
- Method Listed as Seventh Fastest Growing Private Company
- Method's Impact
- Method a Take-over Target?
- High-end Profile: The Caldrea Company
- Figure 7-13 IRI-Tracked Sales of The Caldrea Company Laundry Care Products, 2002-2006 (in thousand $)
- Table 7-7 Caldrea Brand and Product Portfolio
Chapter 8 Market Trends
- Table 8-1 Average Annual Consumer Expenditures: Total, Housekeeping Supplies and Laundry & Household Cleaning Supplies, 2001-2005 ($)
- Table 8-2 U.S. Households by Number of Members, 2001-2005 (in millions)
- Table 8-3 U.S. Household Spending on Laundry & Household Cleaning Supplies by Household Size, 2001-2005 ($)
- Table 8-4 U.S. Household Spending on Laundry & Household Cleaning Supplies by Age, 2001-2005 ($)
- Table 8-5 U.S. Household Spending on Laundry & Household Cleaning Supplies by Household Income, 2001-2005 ($)
- Table 8-6 U.S. Household Spending on Laundry & Household Cleaning Supplies by Race and Ethnicity, 2003-2005 ($)
- Lack of Green Labeling Standards
- The Ecology Works Hypoallergenic Detergent
- OxiClean Anti-Allergen and Baby Stain Removers
- Fruits & Passion Eco-Friendly Art Home Collection
- Reckitt Benckiser Brand Extensions
- Table 8-7 Selected Aromatherapy Essential Oils and Their Healing Benefits
- Table 8-8 Top 10 U.S. Laundry Care Marketers by IRI-tracked Sales, 2002-2006 (in million $)
- Table 8-9 Projection of U.S. Asian, Black and Hispanic Populations, 2000, 2006, 2010 and 2020 (In thousands)
- Media Consumption
Chapter 9 The Greener Side of Laundry Care
- Table 9-1 Laundry Care Ingredients: Environmental and Health Concerns
- Growth in Ethical Household Product Sales
- Table 9-2 U.S. Retail Sales of Ethical Household Products, 2002-2006 (in million $)
- Consumers Skeptical of Green Marketing
- Non-Toxic and Sustainable: Key Attributes for Green Cleaning Products
- ""Green"" Products Positioned on Health Benefits
- High-Efficiency Machines
- Fierce Competition for Mass-Market Shelf Space
- Alternative Distribution Channels
- Wal-Mart Sees Green in Green
- Wal-Mart Wields Influence on Chemicals, Packaging
- Method Products and Seventh Generation Sales Hot
- Figure 9-1 IRI-tracked Sales of Method and Seventh Generation Laundry Care Products, 2002-2006 (in million $)
- Table 9-3 IRI-tracked Sales of Method and Seventh Generation Laundry Care Products, 2002-2006 (in million $)
- Chapter 10 Marketing Dynamics
- Advertising and Promotion
- Table 10-1 Total Advertising Spend for Selected Brand Lines, 2006 (in thousand $)
- Table 10-2 Selected Laundry Care Brand Advertising Spend, 2006 (in thousand $)
- Selected Marketing Activity
- Dreft and Hasselbeck Share 9 Months
- Multitask Online with Method
- P&G's Website Encompasses Brands and Bigger Community
- All the Simplicity of Email
- Method Gets the Good Press
- Tide's Loads of Hope
- Laundry: An Emotional Activity for Gen-X Moms
- Small & Mighty Approach Hot with New Yorkers
- No Static Radio Approach
- Snuggling Up to the Hispanic Consumer
- Retail Trends
- P&G and Clorox Boost Performance Outside of Wal-Mart
- Figure 10-1 Wal-Mart Share of Sales for Procter & Gamble and The Clorox Company, 1999-2007, (%)
- Some Top Manufacturers Move Merchandise Faster at Other Retailers
- Figure 10-2 Non-Food Channel Dollar Share by Department, 2007
- New Product Innovation
- Table 10-3 Number of New Laundry Care Product Introductions by Category, 2003-2007
- Table 10-4 Top 15 New Laundry Care Product Introduction Claims, 2003-2007
- Table 10-5 Selected List of New Product Introductions, 2007
Chapter 11 The Consumer
- Laundry Care Product Usage
  - Figure 11-1 Laundry Care Product Household Penetration by Category, 2006
  - Table 11-1 Laundry Care Product Household Penetration by Category, 2004-2006 (%)
  - Table 11-2 Laundry Care Product Use by Category for Selected Demographic Characteristics, 2006 (index)
- A Closer Look at the Laundry Soap & Detergent Consumer
  - Table 11-3 Laundry Soap & Detergent Household Penetration by Type, 2004-2006 (%)
  - Table 11-4 Laundry Soap & Detergent Household Penetration by Form, 2005-2006 (%)
  - Table 11-5 Laundry Soap & Detergent Use by Type for Selected Demographic Characteristics, 2006 (index)
  - Table 11-6 Laundry Soap & Detergent Use by Form for Selected Demographic Characteristics, 2006 (index)
  - Table 11-7 Laundry Soap & Detergent Household Penetration by Brand, 2004-2006 (%)
  - Table 11-8 Demographic Indicators for Tide, 2006 (index)
  - Table 11-9 Demographic Indicators for Gain, 2006 (index)
  - Table 11-10 Demographic Indicators for Purex, 2006 (index)
  - Table 11-11 Demographic Indicators for Cheer, 2006 (index)
  - Table 11-12 Demographic Indicators for All Brand, 2006 (index)
  - Table 11-13 Use of Selected Brands by Consumer Response to Selected Statements, 2006 (index)
- A Closer Look at the Bleach Consumer
  - Table 11-14 Bleach Household Penetration by Type, 2004-2006 (%)
  - Table 11-15 Bleach Household Penetration by Form, 2004-2006 (%)
  - Table 11-16 Bleach Use by Type for Selected Demographic Characteristics, 2006 (index)
  - Table 11-17 Bleach Use by Form for Selected Demographic Characteristics, 2006 (index)
  - Table 11-18 Bleach Household Penetration by Brand, 2004-2006 (%)
  - Table 11-19 Demographic Indicators for Clorox, 2006 (index)
  - Table 11-20 Demographic Indicators for Clorox 2, 2006 (index)
  - Table 11-21 Demographic Indicators for Store Brand, 2006 (index)
  - Table 11-22 Demographic Indicators for Purex, 2006 (index)
  - Table 11-23 Demographic Indicators for Biz, 2006 (index)
  - Table 11-24 Use of Selected Brands by Consumer Response to Selected Statements, 2006 (index)
- A Closer Look at the Fabric Softener Consumer
  - Table 11-25 Fabric Softener Household Penetration by Type, 2004-2006 (%)
  - Table 11-26 Fabric Softener Household Penetration by Usage, 2004-2006 (%)
  - Table 11-27 Fabric Softener Use by Type for Selected Demographic Characteristics, 2006 (index)
  - Table 11-28 Fabric Softener Use by ""Usage"" for Selected Demographic Characteristics, 2006 (index)
  - Table 11-29 Fabric Softener Household Penetration by Brand, 2004-2006 (%)
  - Table 11-30 Demographic Indicators for Downy Liquid, 2006 (index)
  - Table 11-31 Demographic Indicators for Bounce Sheets, 2006 (index)
  - Table 11-32 Demographic Indicators for Store Brand, 2006 (index)
  - Table 11-33 Demographic Indicators for All Brand Sheets, 2006 (index)
  - Table 11-34 Demographic Indicators for Downy Sheets, 2006 (index)
  - Table 11-35 Use of Selected Brands by Consumer Response to Selected Statements, 2006 (index)
- A Closer Look at the Laundry Booster, Pre-Soak & Pre-Cleaner Consumer
  - Table 11-36 Laundry Booster, Pre-Soak & Pre-Cleaner Household Penetration by Type, 2004-2006 (%)
  - Table 11-37 Laundry Booster, Pre-Soak & Pre-Cleaner Use by Type for Selected Demographic Characteristics, 2006 (index)
  - Table 11-38 Laundry Booster, Pre-Soak & Pre-Cleaner Household Penetration by Brand, 2004-2006 (%)
  - Table 11-39 Demographic Indicators for Shout, 2006 (index)
  - Table 11-40 Demographic Indicators for Spray 'n Wash, 2006 (index)
  - Table 11-41 Demographic Indicators for OxiClean, 2006 (index)
  - Table 11-42 Demographic Indicators for Clorox Bleach Pen, 2006
  - Table 11-43 Demographic Indicators for Clorox Stain-Out, 2006 (index)
  - Table 11-44 Use of Selected Brands by Consumer Response to Selected Statements, 2006 (index)