Home Care in the US. Customer Service Hotline: Page 1 of 20

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1 Home Care in the US Customer Service Hotline: Page 1 of 20

2 一 调研说明中商情报网全新发布的 Home Care in the US 主要依据国家统计局 国家发改委 商务部 中国海关 国务院发展研究中心 行业协会 工商 税务 海关 国内外相关刊物的基础信息以及行业研究单位等公布和提供的大量资料, 结合深入的市场调研资料, 由中商情报网的资深专家和研究人员的分析 首先, 报告对本行业的特征及国内外市场环境进行描述, 其次, 对本行业的上下游产业链, 市场供需状况及竞争格局等进行了细致的详尽剖析, 接着报告中列出数家该行业的重点企业, 并分析相关经营财务数据 最后, 对该行业未来的发展前景, 投资风险及投资策略给出科学的建议 本报告是行业生产 贸易 经销等企业在激烈的市场竞争中洞察市场先机, 根据市场需求及时调整经营策略, 为战略投资者选择恰当的投资时机和公司领导层做战略规划提供了准确的市场情报信息及科学的决策依据 报告名称 Home Care in the US 出版日期 May/2011 报告格式 PDF 电子版或纸介版 交付方式 发送或 EMS 快递 中文价格 印刷版 0 元 电子版 0 元 中文印刷版 + 电子版 0 元 订购热线 二 报告目录 Report Name :Thai Beverage Plc in Spirits Published :May/2011 Report Code :OR Form : PDF and Word Delivery : or EMS Report Price :US$520 Telephone : COMPANY WEB SITE : Customer Service Hotline: Page 2 of 20

3 About this report : This market report provides market trend and market growth analysis of the Home Care industry in U SA. With this market report, you ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections. The Home Care in USA market research report includes: Analysis of key supply-side and demand trends Historic volumes and values, company and brand market shares Five year forecasts of market trends and market growth Robust and transparent market research methodology, conducted in-country Our market research reports answer questions such as: What is the market size of Home Care in USA? What are the major brands in USA? What is the importance of the trend towards environmentally friendly products in home care? What are the main growth drivers of the home care market in USA? Why buy this report? Gain competitive intelligence about market leaders Track key industry trends, opportunities and threats Inform your marketing, brand, strategy and market development, sales and supply functions Each report is delivered with the following components: Report: PDF and Word Market statistics: Excel workbook Sample Analysis EXECUTIVE SUMMARY Stagnant economy hinders growth In 2010, the US economy was battered by slow growth, high unemployment and low levels of consum er confidence. In this environment, value sales of home care products continued to struggle, as consu mers cut unnecessary purchases, traded down to economy brands and private label alternatives, and sh opped in discount channels. In addition, fierce competition between manufacturers resulted in price cu ts and increased sales on promotion. All of these factors contributed to a slight decline in home care va lue sales in New product launches promote consumer convenience Customer Service Hotline: Page 3 of 20

4 The most successful products in 2010 were those that capitalised on consumer demand for convenienc e. A proliferation of products in premeasured single dose formats, and new developments in packaging marked some of the most importan t new product developments in 2010, and pushed value sales up in their respective categories. Despite a sluggish economy, therefore, consumers remained willing to spend on products that made household cleaning a bit easier. Green companies make further inroads After struggling during the recession in 2009, companies like Seventh Generation and Method Product s witnessed a solid rebound in In a year marked by an environmental crisis and increasingly extr eme weather patterns, consumer awareness of the need for conservation continued to grow. As a result, consumer demand for green household care products grew steadily. In addition, expanded channel di stribution and new product launches by these green companies contributed to growth in Dollar stores see rapid growth In 2010, consumers continued to search for bargains and ways to save when purchasing their househol d care items. To this end, consumers increasingly turned to dollar stores as an affordable way to purch ase many of their common household cleaners. The low prices offered by dollar stores allowed consu mers to maximise their purchasing power during tough economic times. In addition, the oncepresent stigma attached to shopping at dollar stores had largely vanished during the recession. Economic recovery should drive future growth After struggling in 2010, the home care industry is expected to return to growth over the forecast perio d. As the economy improves, incomes begin to rise and unemployment drops, consumers will once ag ain return to the premium brands they purchased before the recession. In addition, consumers will onc e again be willing to spend on the latest innovations and premium green options, which will also contr ibute to growth. Finally, as the housing market begins to recover and new home purchases resume, de mand for home care products will again see growth. Table of Contents : Home Care in the US - Industry Overview EXECUTIVE SUMMARY Stagnant economy hinders growth New product launches promote consumer convenience Customer Service Hotline: Page 4 of 20

5 Green companies make further inroads Dollar stores see rapid growth Economic recovery should drive future growth KEY TRENDS AND DEVELOPMENTS Sluggish economy stunts overall growth Green products continue to make inroads Innovations focus on consumer convenience Companies target Hispanic consumers Regulatory discussions drive new marketing campaigns MARKET INDICATORS Table 1 Households MARKET DATA Table 2 Sales of Home Care by Category: Value Table 3 Sales of Home Care by Category: % Value Growth Table 4 Home Care Company Shares Table 5 Home Care Brand Shares Table 6 Penetration of Private Label by Category Table 7 Sales of Home Care by Distribution Format: % Analysis Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2010 Table 9 Forecast Sales of Home Care by Category: Value Table 10 Forecast Sales of Home Care by Category: % Value Growth DEFINITIONS Summary 1 Research Sources Home Care in the US - Company Profiles Church & Dwight Co Inc in Home Care (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 4 Church & Dwight Co Inc: Competitive Position 2010 Clorox Co, The in Home Care (USA) STRATEGIC DIRECTION KEY FACTS Customer Service Hotline: Page 5 of 20

6 COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 7 Clorox Co, The: Competitive Position 2010 Method Products Inc in Home Care (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 9 Method Products Inc: Competitive Position 2010 Phoenix Brands LLC in Home Care (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 11 Phoenix Brands LLC: Competitive Position 2010 Procter & Gamble Co, The in Home Care (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 14 Procter & Gamble Co, The: Competitive Position 2010 Reckitt Benckiser Inc in Home Care (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 16 Reckitt Benckiser Inc: Competitive Position 2010 SC Johnson & Son Inc in Home Care (USA) STRATEGIC DIRECTION Customer Service Hotline: Page 6 of 20

7 KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 18 SC Johnson & Son Inc: Competitive Position 2010 Seventh Generation Inc in Home Care (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 20 Seventh Generation Inc: Competitive Position 2010 Sun Products Corp, The in Home Care (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 22 Sun Products Corp, The: Competitive Position 2010 WD-40 Co in Home Care (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 25 WD-40 Co: Competitive Position 2010 Air Care in the US - Category Analysis HEADLINES TRENDS Sales of air care products fell by more than 3%in 2010 as the economy continued to struggle. Althou gh there were signs of recovery, wages and salaries stagnated, unemployment remained high, and cons umer confidence waned. In this environment, some consumers cut air fresheners (an expendable purch ase) out of their budgets entirely, while others chose to trade down to more inexpensive options. This drove value sales of gel air fresheners (which are largely an economy product) up by 1%in 2010, at th Customer Service Hotline: Page 7 of 20

8 e expense of more premium options like electric air fresheners which saw value sales fall by3%.this combination of consumers cutting back and trading down in air fresheners pushed overall value sales for the category down by 3%in COMPETITIVE LANDSCAPE SC Johnson remained the leading manufacturer and marketer of air care products in the US in 2010, holding a 30% share of value sales. This share is mainly due to the presence of its Glade brand, which is a leading competitor in almost every category in air care. Constant product innovation (like with Gl ade Sense & Spray in 2009) and extensive advertising efforts have helped Glade build solid brand equ ity with consumers. In both 2009 and 2010, however, SC Johnson s share declined, as the recession le d consumers to trade down to economy brands. In addition, competitors have launched a series of inno vative new products into the market in recent years, further contributing the SC Johnson s share declin es. PROSPECTS Air care sales are expected to grow by a total of almost 4% in constant value terms between 2010 an d 2015,to reach US$2.4 billion at constant 2010 prices. As the economy recovers, consumers will once again return to purchasing products to make their homes smell fresh. In addition, continued innovatio ns in premium products that offer improvements in both convenience and style will create consumer in terest and drive value sales over the forecast period. SCENTED CANDLES Table 11 Total Candles Market Size Table 12 Total Candles Brand Rankings CATEGORY DATA Table 13 Sales of Air Care by Category: Value Table 14 Sales of Air Care by Category: % Value Growth Table 15 Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown Table 16 Air Care Fragrances Rankings by Value Table 17 Air Care Company Shares Table 18 Air Care Brand Shares Table 19 Forecast Sales of Air Care by Category: Value Table 20 Forecast Sales of Air Care by Category: % Value Growth Bleach in the US - Category Analysis HEADLINES TRENDS In-wash stain removers and colour- Customer Service Hotline: Page 8 of 20

9 safe bleach products witnessed a wave of innovation in The significant growth of Tide Stain Rel ease during its first full year on the market, alongside OxiClean s new single dose tablet form, pushed value sales up by 28% in the inwash stain remover category. To compete with this success, Clorox launched singledose packet and pen formulations of its Clorox 2 stain remover. Given that the primary function of chl orine bleach in the US to make laundry whites whiter and to bleach out stains, the significant innovati on and growth in alternative stain remover products hurt sales in the bleach category. Consumers typic ally relying on chlorine bleach in their laundry were enticed by innovative new products and delivery f ormats in other categories. This pulled chlorine bleach value and volume sales down by 7% and 5%, r espectively, in COMPETITIVE LANDSCAPE Clorox Co continued to dominate chlorine bleach sales in 2010, with a 63% value share. The compan y s brand recognition with consumers helps it continue to hold off lower priced private label competit ors to some degree. Clorox also continues to search for product innovations that can strengthen its co mpetitive advantage against private label products. PROSPECTS Innovations in both laundry and surface care should contribute to continued declines in the chlorine bleach category, which is forecast to decline by over 9% in constant value terms between 2010 and In laundry care, continued innovation in both form and function by inwash strain removers (like OxiClean and Tide Stain Release) and coloursafe bleach products (Clorox 2) will continue to draw consumer interest away from traditional chlorin e bleach for laundry purposes. At the same time, innovation in surface cleaners and, in particular, wipe s, will also lure consumers away from chlorine bleach for household cleaning tasks. CATEGORY DATA Table 21 Sales of Bleach: Value Table 22 Sales of Bleach: % Value Growth Table 23 Bleach Company Shares Table 24 Bleach Brand Shares Table 25 Forecast Sales of Bleach: Value Table 26 Forecast Sales of Bleach: % Value Growth Dishwashing in the US - Category Analysis HEADLINES TRENDS In July 2010, laws went into effect in 16 states that drastically curtailed the legal levels of phosphates Customer Service Hotline: Page 9 of 20

10 in automatic dish detergents. Phosphorus draining from dishwashers can get into the local rivers and l akes, and contributes to algae growth and oxygen depletion to such an extent that fish are put at risk. Washington began the push to limit dish detergent phosphates in 2006, and was later joined by Illinois, Indiana, Maryland, Massachusetts, Michigan, Minnesota, Montana, New Hampshire, Ohio, Oregon, Pennsylvania, Utah, Vermont, Virginia and Wisconsin. New state laws require that dishwasher deterg ents which in the past were capped at containing 8.7% phosphorus contain no more than 0.5%. In r esponse to this legislation, manufacturers reformulated their products to reduce phosphate levels. This legal change helped make the automatic dish detergent category significantly greener. At the same tim e, these new green formulations pushed unit prices up across all automatic detergents. This upward shi ft in unit prices did not, however, impact hand dish soaps, which were already phosphate-free. COMPETITIVE LANDSCAPE Procter & Gamble continued to dominate the dishwashing products category in 2010, holding a valu e share of almost 55%. The company s Cascade remains the dominant brand among automatic dishwa sher detergents, and is the top selling brand in liquid, powder and tablet formats. Procter & Gamble is also the leader in hand dishwashing soaps with leading brands like Dawn, Joy and Ivory. The compan y s success is attributable to its emphasis on continuous innovation and extensive marketing efforts. PROSPECTS As consumers use up their supplies of dish detergents containing phosphates, many will encounter ne w reducedphosphate formulations early in the forecast period. Already, some consumers have complained that th e new detergent formulations leave a dusty film on dishes and do not clean effectively. In addition, a S eptember 2010 issue of Consumer Reports found that not a single one of the 24 reducedphosphate dish detergents it tested could match the cleaning power of traditional detergents with phos phates. Given this initial record of performance, much of the future performance of the category depen ds on companies ensuring consumer satisfaction. Brands or products that find the most effective reduc edphosphate formulations should find success in the forecast period. It has been asserted that tablets offe r the best solution for phosphatefree cleaning. If true, this should reinforce consumer preferences favouring tablets over liquid and po wder detergents in the forecast period. CATEGORY INDICATORS Table 27 Household Penetration of Dishwashers Table 28 Sales of Dishwashing by Category: Value Table 29 Sales of Dishwashing by Category: % Value Growth Customer Service Hotline: Page 10 of 20

11 Table 30 Dishwashing Company Shares Table 31 Dishwashing Brand Shares Table 32 Forecast Sales of Dishwashing by Category: Value Table 33 Forecast Sales of Dishwashing by Category: % Value Growth Insecticides in the US - Category Analysis HEADLINES TRENDS Retail sales of insecticides grew by 4% in current value terms in Sales were pushed up by gro wing consumer demand in the face of hot, humid weather and its corresponding effects on the insect p opulation. According to the National Oceanic and Atmospheric Administration, temperatures between January and September 2010 were a full degree Fahrenheit above the longterm mean, the warmest since 2007, and saw a number of individual recordsetting temperatures in various states and regions. In addition, precipitation during the same period wa s 0.9 inches (2.3cm) above the longterm mean, and many states had precipitation amounts ranking in their top 10 wettest. These condition s created ideal breeding conditions for insects, and thus booming populations, to which many consume rs responded by increasing insecticide purchases. COMPETITIVE LANDSCAPE SC Johnson retained its dominant position in insecticides in 2010, holding a value share of over 48%.The company s Raid brand leads the category, and the company has been able to build brand equity t o the point that many consumers think of Raid and insecticide as almost synonymous with one an other. Other significant players include Spectrum Brands (with its Spectracide and Hot Shot Brands) a nd The Dial Corp (with its Combat brand), which held value shares of 14% and 8%, respectively, in PROSPECTS The performance of insecticides over the forecast period will be very much dependent on unpredicta ble seasonal factors. Disregarding weather conditions, sales of insecticides are projected to increase by a total of 4%in constant value terms between 2010 and Continued innovations in preventative i nsecticides and convenient application methods are expected to drive value sales up over the forecast period. In addition, further growth in new products based mainly on natural rather than synthetic c hemical ingredients will also drive sales growth. Safety issues are particularly important for insecticid es, due to the toxic ingredients often present in these products, which can be potential threats to human health. Botanicals and other plantderived ingredients, like those in the Earth Options line, can offer consumers some comfort that they Customer Service Hotline: Page 11 of 20

12 will not risk harm to themselves or their families. CATEGORY DATA Table 34 Sales of Insecticides by Category: Value Table 35 Sales of Insecticides by Category: % Value Growth Table 36 Spray Insecticides by Type: % Value Breakdown Table 37 Insecticides Company Shares Table 38 Insecticides Brand Shares Table 39 Forecast Sales of Insecticides by Category: Value Table 40 Forecast Sales of Insecticides by Category: % Value Growth Laundry Care in the US - Category Analysis HEADLINES TRENDS The laundry care category was dramatically reshaped in 2010 by the success of a series of new produ ct launches. These products gave consumers innovative options that departed significantly from traditi onal formats and functions in laundry care. The May 2009 launch of the Purex 3-in- 1 laundry sheet, for example, offered consumers a highly convenient product that provides detergent, a ntistatic and fabric softener in a single sheet that is transferred from the washer to the dryer. This elimina tes the need for consumers to carry bulky jugs of laundry detergent and liquid fabric softener to the lau ndry room or a launderette. This highly convenient option resonated with consumers, and value sales o f the 3-in-1 sheet reached almost US$150 million in Another mid product launch, Tide Stain Release, also witnessed success in This inwash spot and stain remover brings the powerful name of Tide out of its traditional home in laundry d etergents and offers consumers a series of Tide products that fight stains as a laundry additive. Tide St ain Release is available in liquid, powder and singledose packet formats, and value sales of the product reached almost US$ 90 million in Innovatio ns like these highlight how the future of laundry care will be shaped by developments that offer consu mers effective and convenient options in both product format and function. COMPETITIVE LANDSCAPE Procter & Gamble maintained a commanding lead in laundry care in 2010, with a value share of near ly 52% nearly five times greater than its nearest competitor. This dominant overall share is spread a mong many iconic brands, like Tide, Gain, Downy, Bounce and Cheer, which are positioned as premi um options within the market. The company is constantly working through product innovation and ma rketing to maintain consumer interest in its brands. With annual media spending more than double that Customer Service Hotline: Page 12 of 20

13 of its closest competitor, Procter & Gamble has built brand equity over decades in a manner unmatch ed by any other household care manufacturer. The economic recession in 2009 and 1010, however, dr amatically intensified the competition Procter & Gamble felt from economy brands and private label p roducts. For this reason, despite successful launches like Tide Stain Release, the company s share dipp ed slightly in both years. PROSPECTS Incremental innovation should drive slow and steady growth in the laundry care category over the fo recast period. These developments are likely to centre around two trends: green products and those off ering consumer convenience. As the economy recovers and incomes begin to rise over the forecast per iod, consumer willingness to pay higher prices for green products should increase. This should push v alue sales upwards. At the same time, products that offer consumer convenience should continue to se e success. Whether through hasslefree dispensing, combining functions, or just making laundry care more simple, consumers should be willing to pay a premium for convenience. Continued innovations capitalising on these trends should p ush constant value sales of laundry care up by a total of 1%between 2010 and CATEGORY INDICATORS Table 41 Household Penetration of Washing Machines CATEGORY DATA Table 42 Sales of Laundry Care by Category: Value Table 43 Sales of Laundry Care by Category: % Value Growth Table 44 Sales of Laundry Aids by Category: Value Table 45 Sales of Laundry Aids by Category: % Value Growth Table 46 Sales of Laundry Detergents by Category: Value Table 47 Sales of Laundry Detergents by Category: % Value Growth Table 48 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown Table 49 Sales of Standard versus Concentrated Fabric Softeners: % Analysis Table 50 Laundry Care Company Shares Table 51 Laundry Care Brand Shares Table 52 Laundry Aids Company Shares Table 53 Laundry Aids Brand Shares Table 54 Laundry Detergents Company Shares Table 55 Laundry Detergents Brand Shares Table 56 Forecast Sales of Laundry Care by Category: Value Table 57 Forecast Sales of Laundry Care by Category: % Value Growth Customer Service Hotline: Page 13 of 20

14 Polishes in the US - Category Analysis HEADLINES TRENDS Polishes registered a moderate decline of 3% in current value terms in Many different products in polishes face slow to declining demand, due to consumers changing attitudes towards household c hores. Trends favouring convenience, for example, have led consumers to choose laboursaving products that minimise manual scrubbing and polishing. Part of this increased competition com es from multipurpose cleaners and dry electro-static wipes, such as Pledge Multi- Surface Clean & Dust Spray from SC Johnson and Swiffer Dusters from Procter & Gamble. Consume rs tend to prefer multipurpose cleaners that will save them time and money, and also favour innovative electrostatic products that allow them to see the dirt, dust and hair they are cleaning away from household sur faces. COMPETITIVE LANDSCAPE Kiwi Brands continued to lead polishes in 2010, with a value share of 33%.This leading position is s olely based on the strength of the company s position as the top shoe polish manufacturer. Given the b rand s strong equity, many retailers choose to stock only the Kiwi brand in their shoe care aisles. The company benefited from the recession in 2009, as many consumers cut back on new shoe purchases an d instead turned to polishes to keep older shoes looking new. In 2010, signs of economic improvement and the beginnings of recovery drove new shoe purchases up slowly. As a result, Kiwi and shoe poli shes in general saw sales dip slightly. Kiwi s share of the polishes category, therefore, fell marginall y. PROSPECTS Retail sales of polishes are forecast to decline by a total of 7% in constant value terms over the forec ast period, to US$422 million at constant 2010 prices. As consumers continue to look for ways to mak e household chores easier, value and volume sales will continue to decline in every category except m etal polish. Many of these products are not as convenient as consumers would like, and are increasingl y being substituted by product innovations like dry electrostatic wipes and multipurpose solutions, which provide satisfying cleaning results with less effort. Thi s is particularly true for floor polishes, as more convenient alternatives render traditional products obs olete. Similarly, furniture polish will see declines due to limited product innovation, ongoing consume r shifts towards laminate and press-board furniture, and competition from more convenienceoriented substitute products. CATEGORY DATA Customer Service Hotline: Page 14 of 20

15 Table 58 Sales of Polishes by Category: Value Table 59 Sales of Polishes by Category: % Value Growth Table 60 Polishes Company Shares Table 61 Polishes Brand Shares Table 62 Forecast Sales of Polishes by Category: Value Table 63 Forecast Sales of Polishes by Category: % Value Growth Surface Care in the US - Category Analysis HEADLINES TRENDS In 2010, consumer demand grew for better ingredient disclosure by cleaning product manufacturers. Appealing to the environment, health and safety, it was demanded that lists of all the ingredients used in household cleaners be available to consumers. In this context, a few of the largest players in surface care worked to increase their ingredient transparency significantly. In late 2009, for example, SC Joh nson launched a comprehensive website listing the ingredients of more than 200 of its products. Since then, the company has worked to increase its transparency further, in an effort to build trust with its co nsumers. In March 2010, for example, SC Johnson launched a Spanishlanguage version of its ingredient disclosure website, allowing millions of Hispanic consumers to educ ate themselves on the components of SC Johnson products. In addition to ingredient listings, the comp any includes explanations of over 150 ingredients that are used in its products. Through these efforts, SC Johnson has established itself as a leader in ingredient transparency, and these efforts helped the co mpany increase its value share in COMPETITIVE LANDSCAPE The surface care category is closely contested between four major players Clorox, Procter & Gamb le, Reckitt Benckiser, and SC Johnson which combined held a value share of over 70% in Clor ox continued to lead the category in 2010, with a value share of over 21%. This share is split between major brands like Clorox, Pine- Sol, Formula 409 and Tilex. The company build its reputation on the fact that its products are safe to u se around food and children, while killing 99.9% of bacteria, including E coli, salmonella, staphylococ cus and streptococcus. The company has also looked to capture consumer trends favouring environme ntally safe and sustainable products with its Green Works line of cleaners. PROSPECTS Future growth in surface care will be dominated by the continued development of wipes at the expen se of traditional liquid cleaners. Recent developments in wipes, including the development of floor cle aning robots that use Swiffer pads, clearly indicate that this will serve as the frontier of innovation in s Customer Service Hotline: Page 15 of 20

16 urface care. Consumer trends favouring convenience, and rising incomes during the economic recover y should reinforce this trend, as consumers will be able to afford premium innovations in wipes. For th is reason, home care wipes and floor cleaning systems are expected to grow at a rapid 2% CAGR betw een 2010 and 2015 in constant value terms. This growth will be led by versatile allpurpose cleaning wipes, which are projected to grow by a CAGR of 4%in constant value terms betwee n 2010 and CATEGORY DATA Table 64 Sales of Surface Care by Category: Value Table 65 Sales of Surface Care by Category: % Value Growth Table 66 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value Table 67 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth Table 68 Surface Care Company Shares Table 69 Surface Care Brand Shares Table 70 Household Care Wipes and Floor Cleaning Systems Company Shares Table 71 Household Care Wipes and Floor Cleaning Systems Brand Shares Table 72 Forecast Sales of Surface Care by Category: Value Table 73 Forecast Sales of Surface Care by Category: % Value Growth Toilet Care in the US - Category Analysis HEADLINES TRENDS Toilet care products saw value sales decline by 3%in 2010, as continued high levels of unemployme nt and uncertainty about the economy led consumers to cut back on their spending on toilet cleaning p roducts. Consumers tend to perceive toilet care products as somewhat of a luxury purchase that can be foregone during difficult times. Although this idea is largely a consumer perception (with the reality b eing that dirty toilets can lead to disease), it led many consumers to trade down or even stop purchasin g toilet care products in 2010 pushing value sales down for the category in that year. COMPETITIVE LANDSCAPE Clorox maintained its leading position in toilet care in 2010, with a value share of 33%. The compan y is the leading player in incistern devices and toilet cleaning systems, and remains the second largest player in toilet liquids. The company s brand association with germ killing power and safety are central to its continued success in the toilet care category. The company s share jumped in 2009 on the back of its efforts to promote its Customer Service Hotline: Page 16 of 20

17 elf as an effective way to prevent the spread of the H1N1 virus. In 2010, however, fears of the H1N1 v irus had passed and the company s share declined marginally. PROSPECTS The recession of 2009 and 2010 will have a lasting effect on the toilet care category. Toilet care is ve ry much a niche category that is overshadowed by consumer demand in bigger categories, like laundry care or dishwashing products. Many consumers who stopped purchasing toilet care products will be u nlikely to rush back to these products after the recession. Consumers with rising incomes will be more likely to try innovative products in these other categories than those in toilet care, especially given its limited scope for innovation. In addition, the channels through which toilet care products are purchase d shifted during the recession to include value chains like dollar stores and warehouse clubs. These fac tors are likely to put pressure on both unit prices and value sales. As a result, toilet care sales are forec ast to fall by an annual average of 1% in constant value terms between 2010 and CATEGORY DATA Table 74 Sales of Toilet Care by Category: Value Table 75 Sales of Toilet Care by Category: % Value Growth Table 76 Toilet Care Company Shares Table 77 Toilet Care Brand Shares Table 78 Forecast Sales of Toilet Care by Category: Value Table 79 Forecast Sales of Toilet Care by Category: % Value Growth 访问中商情报网 : 报告在线阅读 : 三 研究机构 中商情报网 ( 是中国行业市场研究咨询 市场调研咨询 企业上市 IP O 咨询及并购重组决策咨询 项目可行性报告 项目商业计划书 项目投资咨询等专业的服务机构 致力于为企业中高层管理人员 企事业发展研究部门人员 市场研究人士 咨询行业人士 投资银行专家 个人投资者等提供各行业丰富翔实的市场研究报告和商业竞争情报数据 ; 为国内 Customer Service Hotline: Page 17 of 20

18 外的行业企业 研究机构 社会团体和政府部门提供专业的行业市场研究 商业分析 投资咨 询 兼并重组决策及战略咨询服务 中商情报网从创建之初就矢志成为中国专业的商业信息收集 研究 传播的资讯情报服务机构, 通过多年的积累中商情报网已经构建了包括政府部门 行业协会 专业调查公司 自有调查网络等多种渠道 多层面的数据来源 ; 建立起上百个行业及企业的庞大商业情报数据库 ; 并形成了多十种专业研究分析模型和研究方法 ; 中商情报网始终坚持研究的独立性和公正性, 其研究结论和研究数据广泛被媒体采用 目前公司与国家相关数据部门 行业协会等权威机构建立了良好的合作关系, 同时与多家国际著名咨询服务机构建立了战略伙伴关系 并与国内外众多基金公司 证券公司 PE VC 机构 律师事务所 会计师事务所结成战略合作伙伴 公司还拥有近 10 多年来对各行业追踪研究的海量信息数据积累 建立了多种海量数据库, 分为 : 宏观经济数据库, 行业月度财务数据库, 产品产量数据库, 产业进出口数据库, 企业财务数据库等 并将这些数据及时更新与核实 可以保证数据的全面 权威 公正 客观 多年来, 中商情报网为上万家企业事业提供了专业的投资咨询 信息咨询及研究报告服务, 并 得到客户的广泛认可 ; 我们坚信您也可以从中商情报网提供的资讯产品中洞察商业潜在的价值 和风险, 提高您的决策支持效率 中商情报网管理团队和中商情报网的战略合伙人一直致力于为客户提供高价值的企业咨询服务 解决方案 服务研究咨询项目咨询投行咨询专项咨询竞争情况调研 内容行业研究报告 行业投资咨询报告 市场调查项目计划 可行性研究 价值分析 风险分析 商业计划书 项目融资 资金申请 资产评估 政府项目立项 产业园区规划咨询 PE 及 VC 投资咨询 IPO 咨询消费者研究 渠道研究 营销咨询 管理咨询 市场进入策略咨询竞争对手调研及监测 竞争策略研究 竞争环境研究 监测 企业战略研究 市场营销 / 促销策略分析 合作伙伴调研 Customer Service Hotline: Page 18 of 20

19 数据库咨询 中国行业财务数据库 中国企业财务数据库 产品进出 口数据库 中商情报网在调查工作中能够很好的借助国家部办委 行业协会等部门的资源为客户提供服务 ; 高层访谈的执行能力, 能够访问国家各个部委为企业提供全方位的政策导向 行业规划 ; 多年来针对工业领域的企业及用户调研的庞大数据库资源, 历史数据和企业 用户数据非常丰 福 国内权威市场研究公司, 具有行业内良好知名度 拥有多项自主开发的研究模型及专项咨询产品, 提供专业化的 市场研究整体解决方案 由国际专家和本土行业专家组成的资深项目团队, 为客户提供精准的研究服务 权威数据采集渠道, 持续 10 年的数据监测,7 年的国内市场研究经验, 超过 1000 多个市场研究案例 中商情报网订购单回执表 单位名称联系人地址 邮编 部门联系电话手机传真 报告名称 : Home Care in the US 报告格式 : PDF 电子版或印刷版 付款方式 : 银行 邮局 支票 其他 定购数量 : 份 Customer Service Hotline: Page 19 of 20

20 请选择报告版本 : 1. PDF 电子版 0 元 / 份 2. 印刷版 0 元 / 份 3. PDF 电子版 + 印刷版 0 元 / 份总计金额万仟佰拾元 ( 小写 : 元 ) 预计付款日期年月日开户行 : 中国工商银行深圳黄贝支行开户名 : 深圳中商智汇咨询服务有限公司帐号 : 备注 : 此帐户可开具增值税普通发票 开户行 : 中国工商银行深圳黄贝支行 指定账号 开户名 : 深圳中商智业投资顾问有限公司 帐号 : 备注 : 此帐户可开具增值税专用发票 开户行 : 中国建设银行北京丰台支行开户名 : 中商智汇 ( 北京 ) 咨询有限公司帐号 : 备注 : 此帐户只可开具增值税普通发票 款到后, 发票随后寄发 此账号为唯一指定账号 电话 : 传真 :(0755) 联系方法 深圳地址 : 深圳市福田区红荔路 1001 号银盛大厦 7 层邮编 : 北京地址 : 北京市右安门外大街 99 号国内贸易工程设计研究院 5 层 501 室邮编 : 网址 : 电邮 :service@askci.com 备注 请将订阅信息填好后, 传真至我中心客服部, 款到后发票随后寄发 Customer Service Hotline: Page 20 of 20