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Table of contents:

I-A. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS

Study Reliability And Reporting Limitations

Disclaimers

Data Interpretation & Reporting Level

Quantitative Techniques & Analytics

Product Definitions And Scope Of Study

Surface Cleaners

All Purpose

Scouring Cleaners

Disinfectants

Specialty Cleaners

Glass and Window Cleaners

Toilet Bowl Cleaners

Bath Tub & Tile Cleaners

Drain Pipe Cleaners

Dishwashing Cleaners

Oven Cleaners

Bleaches

I-B. GENERAL OVERVIEW OF HOUSEHOLD CLEANERS INDUSTRY

II. EXECUTIVE SUMMARY

1. Outlook

Europe - The Largest Market for Household Cleaning Agents

The US - A Major Market

Asia Pacific - The Fastest Growing Market

Table 1: World Market For Household Cleaning Agents (2001-2010): Geographic Regions/ Countries Ranked by Growth for Value Sales -Asia Pacific, Latin America, US, Canada, Middle East, Europe and Japan. (includes corresponding Graph/Chart)

Specialty Cleaners - The Largest Product Segment

Surface Cleaners -A Leading Segment

Bleaches - Market Prognosis

2. Market Forces

Wavering Brand Loyalty

Increased Demand for Antimicrobial Products

Convenience - Key Driving Factor

Market Tuning Towards Environmental Friendly Cleaners

The Advent of Fragrant Household Cleaners

Wipes - An Emerging Category

Specialty Cleaners: Designed for Specific Purposes

The Surface Cleaners Market

All-Purpose Cleaners are the Most Adaptable

Bleaching Agents: A Market of Opportunities

Emerging Markets

3. Competition

Consolidation is Prevalent

Table 2: Leading Players in the Household Cleaning Market Worldwide (2004 & 2005): Percentage Share Breakdown by Value Sales for Procter & Gamble, Unilever, Reckitt Benckiser, S.C. Johnson & Son, Henkel, Colgate-Palmolive, Clorox, Kao, Sara Lee, Lion and Others (includes corresponding Graph/Chart)

4. Product Overview

Surface Cleaners

All Purpose

Features of All-Purpose Cleaners

Segmentation

Liquids and Sprays

Powders

Premoistened Towels

Hazards in Using All-Purpose Cleaners

Factors Influencing Growth of All-Purpose Cleaners

Scouring Cleaners

Features of Scouring Cleansers

Types of scouring cleansers

Hazards in Using Scouring Cleansers

Disinfectants

Types of Disinfectants

Hazards in Using Disinfectants

Differences Between Antiseptics and Disinfectants

Competitive Situation: Disinfectants

Trends

Disinfectants Cleaners Gaining Ground

Outlook

Stagnant Growth in Mature Markets

Value-Priced Products Preferred in Recession

Number of Households Increased - Compelled by Single Homes

Working Women Generate Impressive Demand

Product Innovations Drive Market Growth

Environmental Concern

Rigid Government Regulations

Specialty Cleaners

Factors Affecting Future Growth

A Categorization

Glass and Window Cleaners

Types of Window & Glass Cleaners include:

Formulation

Packaging

Outlook

Toilet Bowl Cleaners

Regulations for Toilet Bowl Cleaners

Packaging and Labeling

Trends

Outlook

Bath Tub & Tile Cleaners

A Categorization

Growth Drivers

Drain Pipe Cleaners

Types of Drain Cleaners

Effectiveness: The Main Advantage

Cost: The Expensive Factor

Packaging: Carry and Store Convenience

Tough and Hazardous Chemicals

Factors Influencing Growth

Dishwashing Cleaners

Formulation

Oven Cleaners

Types of Oven Cleaners

Pros and Cons of Oven Cleaners

Aerosol Cans: The Most Popular Pack

Trends

Bleaches

5. Demand for Environment Friendly Products

Green is ‘In’

Surfactants: Aiding in the Process of Going Green

Liquid Formulations Drive AE Demand

Green Seal: The Environmental Labeling Company

6. Marketing of Household Cleaners

Dearth of New Brands

Packaging: Battle Between Convenience and Concern for the Environment Continues

Packaging for Cleaners

Plastic Bottles: The Most Common Package

Oven Cleaners Come in Cans

7. Promotional Activities

Some Promotional Tools

Distribution

Supermarkets: The Leading Channel

Selling Through Discount Stores: A Tough Proposition

Niche Products Overcome the Problem

Demographics: A Key Factor to Consider

The Consumer Rules

The Role of Working Women: Still Ambiguous

8. Product Innovations/Introductions

P&G Professional Unveils Dawn

Kao Improves Family Kyukyutto with Citric Acid

Lion Launches Liquid Laundry Detergent

P&G Introduces Tide with Febreze

Clorox Launches New Clorox ® Anywhere Hard Surface™

Daily Sanitizing Spray

Reckitt Benckiser Launches Finish Quantum

Reckitt Benckiser Launches New Fabric Stain Remover

New Glass & Surface Cleaner from Henkel

PURE Bioscience Rolls Out Axen30

Bio-Guard Bacterial Disinfectant™ From Bio-Launch

Clean 'n Fresh Orange range from Robert McBride

Reckitt Benckiser Introduces Cling Clip-On Toilet Bowl Deodorizer & Cleaner

S.C. Johnson & Son, Introduces Scrubbing Bubbles Toilet Bowl Cleaner

Sara Lee Household & Body Care Introduces New Cleaner

S.C. Johnson & Son Inc. Introduces Windex Multi-Surface Wipes

Powder and Liquid Products Ltd. Introduces New Easy Lemon Fizz Active Toilet Tablets

Reckitt Benckiser Introduces New Range of Cleaning Wipes

Sarantis ABEE Introduces Afroso Bloc Type Toilet Cleaner

S.C. Johnson & Son Ltd, Introduces Toilet Duck Triple Action Toilet Cleaner

Reckitt Benckiser Introduces New Range of Harpic Toilet Wipes

Jeyes Limited Introduces Parozone 3 in 1 Toilet Bowl Rim Bleach

Acuity Specialty Products Group Introduces New Toilet Bowl Cleaner

S.C. Johnson & Son Introduces New Pledge Liquid Wood Floor Cleaner

Henkel & Cie. AG Introduces Bref WC Toilet Cleaner

Lever Introduces New Range of Toilet Cleaner

Reckitt Benckiser Introduces Harpic 2 in 1 Toilet Cleaner

Procter & Gamble Introduces Mr. Clean Multi-Purpose Liquid Cleaner

Clorox Introduces New Clorox Toilet Bowl Cleaner

S.C. Johnson & Son Introduces New Range of Bowl Fresheners

Reckitt Benckiser Introduces new Lysol Powerons Gel Toilet Bowl Cleaner

Clorox Introduces a New Tilex Toilet Bowl Cleaner with Teflon

Henkel Introduces New Range of Toilet Cleaner

Ambi-Pur Launches a New Toilet Cleaner

Reckitt Benckiser Argentina S.A Introduces New Range of Toilet Bowl Cleaner

Clorox Introduces a New Range of Floor Cleaner

Rockline Industries Introduces Disinfecting Wipes

Lever Faberge Launches the New All-Purpose Cleaner

EnviroSystems Unveils New EcoTru® Disinfectant

Iron Out Introduces Dishwasher Magic

Three Different Harpic Active Liquid Launched

Spic & Span Launches Everyday Powder Cleanser

SC Johnson & Son Introduces Spray Cleaner and Remover Spray

Seventh Generation Introduces Degreaser Spray

Henkel Wasch Launches Glass Cleaner

Lever Faberge Launches Cif Mousse Vitres

Bayeco Launches Finestrar

Reckitt Benckiser Launches Active Power Spray

Reckitt Benckiser offers Jet-Dry Dishwasher Cleaner, Lysol Liquid Cleaner

Colgate-Palmolive Co. Launches La Croix Javel en Pastilles

Lever Faberge Introduces New Muti Household Cleaner

Nippon Lever Launches White Domesto Kitchen & Ofuroba Cleaner Cum Disinfectant

Johnson & Johnson Introduces New Stain Remover Powder

Delta Pronatura Launches No-Drip Spray Gel

Colgate-Palmolive Sa De CV Unveils New Cleaner

Tybay Technologies Introduces Surface Wipes

S.C Johnson Launches New Range of Spray Cleaners

Reckitt Benckiser Introduced New Range of Wipes

Nitomuzu Introduces House Cleaner

Sunshine Makers Launches Cleaner Spray

Werner & Mertz Launches New All Purpose Cleaner

Lion Unveils New Cleaner

Beijing Baoruntong Introduces Sanitary Disinfectant Wipes

Colgate-Palmolive Co. Introduces New Glass Cleaner

USA Labs Offers New Bathroom Cleaner

Durance En Provence Launches Multi-Purpose House Cleaner

Beaumont Products Unveils Citrus Magic Bathroom Cleaner Spray

Seventh Generation Offers Glass & Surface Cleaner, All-purpose Cleaner

Colgate-Palmolive Introduces New Range of Cleaners

Uniliver NV Offers Vim Oxy-Gel All Purpose Cleaner

Citra-Solv LLC Launches Citra-Drain Build-Up Remover

USA labs Offers New Multipurpose Cleaner

Supreme Chemicals Offers New Range of Wipes

Mapa Spontex Espana Launches New Antibacterial Cleaner

Cristasol Offers NewWindow Cleaner

Settsu Introduces New Cleanser

Cortec Presents New Cleanser

Beaumont Products Presents Citrus Magic All Purpose Cleaner

Clorox Introduces Formula 409 All Purpose Cleaner

Lion Corporation Offers New Cleaner

Magic Adds New Products to Goo Gone Range

Asahi Launches New Cleaner

Clorox Releases New Cleaner

Reckitt Offers Lyson Basin Tub & Tile Cleaner

Earth Wing Introduces Mold Remover

Minnesota Launches Five New Cleaning Products

SCS Releases Planet All-Purpose Cleaner Spray

ST Chemical Offers New Cleaner

Clorox Introduces X-14 Cleaner

Colgate Launches Multi-Use Liquid Cleaner

Caldrea Unveils New Cleaners

DHP Offers New Range of Wipes

Agerul Releases New Grease Cleaner

Lever Faberge Introduces New All-Purpose Cleaner

Johnson & Son Unveils Vanish-Fresh Flush

Johnson & Son Introduces Fantastik All Purpose Cleaner Herbal Mist

P&G and Unilever Jointly Launch “Tea Bag” Style Soap Powder

Unilever Launches Domestos Oxygen-based Bleach Product

Benckiser Releases Glass Plus Wipes Glass and Surface Cleaner

Changing Paradigms Launches Pampers Clean 'n Play

ABCS LLC Rolls Out Spic and Span Scrubber Sponges

Clorox Introduces Pino Luz Antibacterial Limpiador Liquido Concentrado

Epic Launches Antiseptic Hand Soap and Glass Cleaner

Wertz Launches Ultra Septic Life System Back-Up Prevention Drain Pipe Cleaner

Calgon Carbon Introduces Purrfectly Fresh Pet & Household Odor Eliminator

Reckitt Benckiser Launches Lysol Brand II Disinfectant Plus Fabric Refresher

Empyrean Bioscience Releases Spray and Spray Pump based Disinfectants

Dial Unveils Purex tablets

Dial Launches an Antibacterial Foaming Hand Wash

Colgate-Palmolive Introduces Fab Sun Shower Fresh laundry detergent

Benckiser Releases lemon-scented Electrasol Dual Action Automatic Dishwasher Detergent

Reckitt Benckiser Introduces Lysol Foam Power Toilet Bowl Cleaner

Reckitt Benckiser Launches Glassex Household Cleaner

Lion Corp Launches Aroma No Hitotoki Tablets

Dry Inc Rolls Out Dry Cleaner's Secret

Reckitt Benckiser Launches Lysol Sanitizing Wipes Pre- Moistened Towelettes

Meridian Health Releases Spectrum Antibacterial Mist

Colgate-Palmolive Launches Fab Rainforest

Colgate-Palmolive Rolls Out Spring Blossom Scent gel machine dishwasher detergent

9. Recent Industry Activity

Johnson Partners with EPA

Colgate-Palmolive Divests Select Laundry Detergent Brands

Maruishi Contemplates Collaboration with Hamari

Altachem Bags Marketing Approval for Bionex Disinfectant

Henkel Acquires Dial Corp

Great Lakes Acquires A&M Cleaning Products & Lime-O-Sol

BioShield and AbTech Inks an Agreement

Church & Dwight Acquires USA Detergents

WD-40 Acquires Global Household Brands

Henkel Acquires a Majority Stake in Pemos

Johnson Wax Acquires Diversey

Henkel Acquires Colgate-Palmolive’s Mexican Based Heavy Duty Laundry Detergents Business

The Hoover Company Enters in to Strategic Alliance with Reckitt Benckiser

DuPont and Veridien Enter into an Alliance

Henkel and Dial Enter into a Joint Venture

Blue Coral Calls Back Rain-X Glass Cleaner and Washer Fluid Packages

Lonza Receives Approval from EPA to Offer Disinfectants

SaniVex Receives EPA Approval for Sanithrax

Johnson Acquires Butcher's

DuPont Acquires IDI

Dial Acquires Business Units of Revlon, P&G and an Unnamed Party

FMC Enters into Agreement with Bio-Cide International

Clorox Enters into an Agreement with Bombril

ABM Industries Inks an Agreement with Ecolab

Dial Closes Powdered Detergent Plant

Reckitt Calls Back 50,000 Easy-Off Oven Cleaner Cans

10. Focus on Select Key Players

Clorox (US)

Colgate-Palmolive Company (US)

Church and Dwight Co., Inc. (US)

Henkel KGaA (Germany)

Dial Corporation (US)

Kao Corporation (Japan)

Procter and Gamble (US)

Reckitt Benckiser Inc (UK)

S.C. Johnson & Son (US)

Unilever (UK)

Unilever UK Home and Personal Care (UK)

11. Global Market Perspective

Table 3: World Recent Past, Current & Future Analysis for Household Cleaning Agents by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 4: World Historic Review for Household Cleaning Agents by Geographic Region - US, Canada, Japan, Europe, Asia- Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 5: World 20-Year Perspective for Household Cleaning Agents by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 6: World Recent Past, Current & Future Analysis for Surface Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 7: World Recent Past, Current & Future Analysis for Surface Cleaners by Product Segment - All Purpose Liquid Cleaners, All Purpose Dry Cleaners, Liquid Scouring Cleaners, Dry Scouring Cleaners and Disinfectants Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 8: World Historic Review for Surface Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 9: World Historic Review for Surface Cleaners by Product Segment - All Purpose Liquid Cleaners, All Purpose Dry Cleaners, Liquid Scouring Cleaners, Dry Scouring Cleaners and Disinfectants Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 10: World 20-Year Perspective for Surface Cleaners by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 11: World 20-Year Perspective for Surface Cleaners by Product Segment - Percentage Breakdown of Dollar Sales for All Purpose Liquid Cleaners, All Purpose Dry Cleaners, Liquid Scouring Cleaners, Dry Scouring Cleaners and Disinfectants Markets for 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 12: World Recent Past, Current & Future Analysis for All Purpose Liquid Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 13: World Historic Review for All Purpose Liquid Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 14: World 20-Year Perspective for All Purpose Liquid Cleaners by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 15: World Recent Past, Current & Future Analysis for All Purpose Dry Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 16: World Historic Review for All Purpose Dry Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia- Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 17: World 20-Year Perspective for All Purpose Dry Cleaners by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 18: World Recent Past, Current & Future Analysis for Liquid Scouring Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 19: World Historic Review for Liquid Scouring Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 20: World 20-Year Perspective for Liquid Scouring Cleaners by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 21: World Recent Past, Current & Future Analysis for Dry Scouring Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 22: World Historic Review for Dry Scouring Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 23: World 20-Year Perspective for Dry Scouring Cleaners by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 24: World Recent Past, Current & Future Analysis for Disinfectants by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 25: World Historic Review for Disinfectants by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 26: World 20-Year Perspective for Disinfectants by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 27: World Recent Past, Current & Future Analysis for Specialty Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 28: World Recent Past, Current & Future Analysis for Specialty Cleaners by Product Segment - Glass & Window Cleaners, Toilet Bowl Cleaners, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners and Oven Cleaners Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 29: World Historic Review for Specialty Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 30: World Historic Review for Specialty Cleaners by Segment - Glass & Window Cleaners, Toilet Bowl Cleaners, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners and Oven Cleaners Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 31: World 20-Year Perspective for Specialty Cleaners by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 32: World 20-Year Perspective for Specialty Cleaners by Product Segment - Percentage Breakdown of Dollar Sales for Glass & Window Cleaners, Toilet Bowl Cleaners, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners and Oven Cleaners Markets for 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 33: World Recent Past, Current & Future Analysis for Glass & Window Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 34: World Historic Review for Glass & Window Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 35: World 20-Year Perspective for Glass & Window Cleaners by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 36: World Recent Past, Current & Future Analysis for Toilet Bowl Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 37: World Historic Review for Toilet Bowl Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 38: World 20-Year Perspective for Toilet Bowl Cleaners by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 39: World Recent Past, Current & Future Analysis for Bath Tub & Tile Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 40: World Historic Review for Bath Tub & Tile Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia- Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 41: World 20-Year Perspective for Bath Tub & Tile Cleaners by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 42: World Recent Past, Current & Future Analysis for Drain Pipe Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 43: World Historic Review for Drain Pipe Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 44: World 20-Year Perspective for Drain Pipe Cleaners by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 45: World Recent Past, Current & Future Analysis for Dishwashing Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 46: World Historic Review for Dishwashing Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 47: World 20-Year Perspective for Dishwashing Cleaners by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 48: World Recent Past, Current & Future Analysis for Oven Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 49: World Historic Review for Oven Cleaners by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 50: World 20-Year Perspective for Oven Cleaners by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 51: World Recent Past, Current & Future Analysis for Bleaches by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 52: World Recent Past, Current & Future Analysis for Bleaches by Product Segment - Liquid Bleaches and Dry Bleaches Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 53: World Historic Review for Bleaches by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 54: World Historic Review for Bleaches by Product Segment - Liquid Bleaches and Dry Bleaches Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 55: World 20-Year Perspective for Bleaches by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 56: World 20-Year Perspective for Bleaches by Product Segment - Percentage Breakdown of Dollar Sales for Liquid Bleaches and Dry Bleaches Markets for 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 57: World Recent Past, Current & Future Analysis for Liquid Bleaches by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 58: World Historic Review for Liquid Bleaches by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 59: World 20-Year Perspective for Liquid Bleaches by Geographic Region - Percentage Breakdown of DollarSales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 60: World Recent Past, Current & Future Analysis for Dry Bleaches by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 61: World Historic Review for Dry Bleaches by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 62: World 20-Year Perspective for Dry Bleaches by Geographic Region - Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East, and Latin America Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

III. MARKET

1. The United States

A. Market Analysis

Household Cleaning Products Market: Mature and Stable

Market Issues and Trends

Convenience Driving the Household Cleaning Market

Demand For Environment-Friendly Disinfectants Continues to be High

Fragrance Household Products on Rise

Premium Products- Promising Potential

Emerging Trends

Anti Allergic Positioning

Increased Interest in Green Products

Wipes: Winning Category

Dishwashing Market in US - Gaining New Heights

High Dishwasher Penetration

Table 63: Household Penetration of Dishwashers in the US (2001-2005) (includes corresponding Graph/Chart)

Table 64: US Market for Dishwashing Products (2004 & 2005): Percentage Share Breakdown of Leading Players by Sales for Procter & Gamble Co, Colgate- Palmolive Co, Unilever Home & Personal Care USA, Reckitt Benckiser Plc, Private Label and Others (includes corresponding Graph/Chart)

Surface & Specialty Cleaners Market

Table 65: Leading Brands in the US All Purpose Cleaner/Disinfectant Market (2004 & 2005): Percentage Share Breakdown by Sales for Pine Sol, Lysol, Formula 409, Mr. Clean, Clorox Clean Up, Private Label and Others (includes corresponding Graph/Chart)

Table 66: Leading Players In the US Market for Total Cleaners (2004 & 2005): Percentage Share Breakdown by Sales for Clorox, Reckitt Benckiser, S.C. Johnson, Procter & Gamble, Private Label and Others (includes corresponding Graph/Chart)

Table 67: Leading Players in The US Market for Spray Disinfectants (2004 & 2005): Percentage Share Breakdown by Sales for Reckitt Benckiser, Clorox, Private Label and Others (includes corresponding Graph/Chart)

Table 68: US Market for Abrasive Cleaners (2004 & 2005): Percentage Share Breakdown of Leading Players by Sales for Clorox, Prestige Brands, Colgate Palmolive and Others (includes corresponding Graph/Chart)

Table 69: US Market for Household Cleaner Cloths (2004 & 2005): Percentage Share Breakdown of Leading Players by Sales for Clorox, Reckitt Benckiser, S.C. Johnson and Others (includes corresponding Graph/Chart)

Table 70: Leading Players in the US Market for Abrasive Tub/Tile Cleaners (2004 & 2005): Percentage Share Breakdown by Sales for Clorox, Prestige Brands, Colgate Palmolive, Servaas Labs Inc, and Others (includes corresponding Graph/Chart)

Table 71: Leading Players in the US Market for Non-Abrasive Tub/Tile Cleaners (2004 & 2005): Percentage Share Breakdown by Sales for Clorox, SC Johnson, Reckitt Benckiser, Church & Dwight, Prestige Brands, and Others (includes corresponding Graph/Chart)

Table 72: US Market for Glass Cleaner (2004 & 2005): Percentage Share Breakdown of Leading Players by Sales for SC Johnson, Private Label, Reckitt Benckiser, Clorox, Prestige Brands, Church & Dwight, and Others (includes corresponding Graph/Chart)

Table 73: Leading Players in the US Market for Bathroom Cleaners (2004 & 2005): Percentage Share Breakdown by Sales for SC Johnson Son Inc, Clorox Company, Reckitt Benckiser Plc, Church & Dwight, Orange Glo International, Prestige Brands, Private Label and Others

Table 74: US Market for Floor Cleaners (2004 & 2005): Percentage Share Breakdown of Leading Players by Sales for Procter & Gamble Company, SC Johnson Son Inc, Clorox Company, Colgate Palmolive Company, Reckitt Benckiser Plc, Private Label and Others

Table 75: US Market for Liquid Cleaners (2004 & 2005): Percentage Share Breakdown of Leading Players by Sales for Clorox Company, SC Johnson Son Inc, Reckitt Benckiser Plc, Procter & Gamble Company, Colgate Palmolive Company, Prestige Brands, Private Label and Others

Table 76: US Market for Toilet Bowl Cleaners (2004 & 2005): Percentage Share Breakdown of Leading Players by Sales for Reckitt Benckiser Plc, Clorox Company, WD 40 Company, SC Johnson Son Inc, Private Label and Others

Bleaches - A Mature Market

Table77: Leading Players in the US Market for Dry Bleaches (2004 & 2005): Percentage Share Breakdown by Sales for Clorox Company, Procter & Gamble, Dial Corp, Private Label and Others (includes corresponding Graph/Chart)

Table 78: US Market for Liquid Bleaches (2004 & 2005): Percentage Share Breakdown of Leading Players by Sales for Clorox Company, Private Label,Others (includes corresponding Graph/Chart)

Competitive Landscape

Table 79: US Market for Household Cleaning Products (2004 & 2005): Percentage Share Breakdown of Leading Players by Sales for Procter & Gamble Co, Clorox Co, SC Johnson & Son Inc, Unilever Home & Personal Care USA, Reckitt Benckiser Plc, Private Label and Others (includes corresponding Graph/Chart)

Supermarkets/Hypermarkets - Key Distribution Channels

Table 80: US Market for Household Cleaning Products (2004): Percentage Share Breakdown of Sales by Distribution Channel for Dishwashing Products, Surface Cleaners, Chlorine Bleach and Toilet Care Products Sold Through Supermarkets/Hypermarkets, Discounters, Chemists/Drugstores, Other Food Stores and Others (includes corresponding Graph/Chart)

Outlook

Product Innovations/Introductions

Strategic Developments

Focus on Key US Players

Clorox

Colgate-Palmolive Company

Church and Dwight Co., Inc.

Dial Corporation

Procter and Gamble

Sara Lee Corp.

S.C. Johnson & Son

B. Market Analytics

Table 81: US Recent Past, Current & Future Analysis for Household Cleaning Agents 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 82: US Historic Review for Household Cleaning Agents 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 83: US 20-Year Perspective for Household Cleaning Agents by Product Group/Segment - Percentage Breakdown of Dollar Sales for 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets for 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

2. Canada

A. Market Analysis

Canada - A Mature Market

Increase in Women Working Force - A Key Driving Factor

Dishwashing Market in Canada

Increased Penetration of Dishwashers - Driving Demand for Automatic Detergents

Dominance of Hand Dishwashing Detergents

Dishwasher Penetration

Table 84: Household Penetration of Dishwashers in Canada (2001-2005) (includes corresponding Graph/Chart)

Table 85: Leading Players in the Dishwashing Products Market in Canada (2004 & 2005): Market Shares for Procter & Gamble Inc, Unilever Canada Ltd, Reckitt Benckiser Canada Inc, Colgate-Palmolive Canada Inc, Private Label, and Others (includes corresponding Graph/Chart)

Table 86: Leading Brands of Dishwashing Products in Canada (2004 & 2005): Market Shares for Cascade, Palmolive, Electrasol, Sunlight, Ivory, Dove, Jet-Dry, All, Excel, Calgonite, Private Label and Others (includes corresponding Graph/Chart)

Surface & Specialty Cleaners Market in Canada

Table 87: Leading Players in the Surface and Specialty Cleaners Market in Canada (2004 & 2005): Market Shares for SC Johnson & Son Ltd, Reckitt Benckiser Canada Inc, Procter & Gamble Inc, Clorox Co of Canada Ltd, Unilever Canada Ltd, Colgate-Palmolive Canada Inc, Private Label and Others (includes corresponding Graph/Chart)

Table 88: Leading Players in Toilet Care Market in Canada (2004 & 2005): Market Shares for Reckitt Benckiser Canada Inc, SC Johnson & Son Ltd, Colgate-Palmolive Canada Inc, Private Label and Others (includes corresponding Graph/Chart)

Chlorine Bleach - A Declining Sector

Table 89: Leading Players in Chlorine Bleach Market in Canada (2004 & 2005): Market Shares for Colgate- Palmolive Canada Inc, Clorox Co of Canada Ltd, Private label and Others (includes corresponding Graph/Chart)

Competitive Scenario

Table 90: Leading Players in Total Household Cleaning Products Market in Canada (2004 & 2005): Market Shares for Procter & Gamble Inc, Unilever Canada Ltd, SC Johnson & Son Ltd, Colgate-Palmolive Canada Inc, Reckitt Benckiser Canada Inc, Private Label andOthers (includes corresponding Graph/Chart)

Table 91: Household Cleaning Product Sales in Canada by Distribution Channel (2004): Percentage Shares for Dishwashing Products, Surface Cleaners, Toilet Care and Chlorine Bleach Products Sold through Supermarkets/Hypermarkets, Discounters,Chemists/ Drugstores, Other Food Stores and Others (includes corresponding Graph/Chart)

Product Innovations/Introductions

Strategic Developments

B. Market Analytics

Table 92: Canadian Recent Past, Current & Future Analysis for Household Cleaning Agents 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 93: Canadian Historic Review for Household Cleaning Agents 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 94: Canadian 20-Year Perspective for Household Cleaning Agents by Product Group/Segment - Percentage Breakdown of Dollar Sales for 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets for 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

3. Japan

A. Market Analysis

Market Issues and Trends

Busy Lifestyle - A Key Driving Factor

Demand for Antibacterial Products on the Rise

Wipes - An Emerging Category

Table 95: Leading Brands of Electrostatic Sweepers/Wipes Market in Japan (2004 & 2005): Market Shares for Quickle, Raku-na and Others (includes corresponding Graph/Chart)

Table 96: Leading Brands in the Antibacterial Wipes Market in Japan (2004 & 2005): Market Shares for Quickle, Raku-na, Fumakilla Jyokin Tissue, Sasa, Private Label and Others (includes corresponding Graph/Chart)

Dishwashing Products Market - Small Sector

Table 97: Household Penetration of Dishwashers in Japan (2001-2005) (includes corresponding Graph/Chart)

Table 98: Leading Players in the Dishwashing Products Market in Japan (2004 & 2005): Market Shares for Procter & Gamble Far East Inc, Kao Corp, Lion Corp, Private Label and Others (includes corresponding Graph/Chart)

Surface & Specialty Cleaners Market - Key Snapshots

Table 99: Leading Players in the Japanese Market for Surface & Specialty Cleaners (2004 & 2005): Market Shares for Kao Corp, Lion Corp, Johnson Co Ltd,Uni-Charm Corp, Private Label and Others (includes corresponding Graph/Chart)

Table 100: Leading Players in the Dish Washing Detergents Market in Japan (2004 & 2005): Percentage Share Breakdown by Shipments for Procter & Gamble Far East Inc., Kao Corp, Lion Corp and Others (includes corresponding Graph/Chart)

Table 101: Leading Players in the Japanese Market for Floor and Furniture Cleansers (2004 & 2005): Percentage Share Breakdown by Shipments for Kao Corp, Lion Corp, Johnson & Johnson, Nippon Lever and Others (includes corresponding Graph/Chart)

Competitive Landscape

Table 102: Leading Players of Household Cleaning Products Market in Japan (2004 & 2005): Market Shares of Kao Corp, Lion Corp, Procter & Gamble Far East Inc, S T Chemical Co Ltd, Kobayashi Pharmaceutical Co Ltd, Earth Chemical Co Ltd, Dainihon Jochugiku Co Ltd, Private Label and Others (includes corresponding Graph/Chart)

Distribution Scenario

Table 103: Household Cleaning Product Sales in Japan by Distribution Channel (2004): Percentage Shares for Dishwashing Products, Surface Cleaners, Toilet Care and Chlorine Bleach Products Sold through Supermarkets/Hypermarkets, Chemists/Drugstores, Department Stores, Other Food Stores, and Other (includes corresponding Graph/Chart)

Product Innovations/Introductions

Strategic Development

Focus on Key Japanese Players

Kao Corporation

Kobayashi Pharmaceutical Co., Ltd.

Lion Corp

Nippon Lever Co., Ltd.

Nissan Soap Co., Ltd.

Procter & Gamble Far East Inc Company

B. Market Analytics

Table 104: Japanese Recent Past, Current & Future Analysis for Household Cleaning Agents 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 105: Japanese Historic Review for Household Cleaning Agents 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 106: Japanese 20-Year Perspective for Household Cleaning Agents by Product Group/Segment - Percentage Breakdown of Dollar Sales for 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets for 1991, 1995, 2005 & 2010I (includes corresponding Graph/Chart)

4. Europe

A. Market Analysis

Western European Household Cleaning Market

Key Trends & Issues

Rising Working Women Force - A Key Driving Factor

Fragrance Products on the Rise

Wipes and Rim Liquid In-the-bowls - Gaining Success

Table 107: Leading Players in the Toilet Care Market in Western Europe (2004 & 2005): Market Shares for SC Johnson & Son Inc, Sara Lee Corp, Henkel KgaA, Reckitt Benckiser Plc, Unilever Group, Bolton Group, Private Label and Others (includes corresponding Graph/Chart)

Surface and Specialty Cleaners Market

Table 108: Leading Players in the Surface & Specialty Cleaners Market in Western Europe (2004 & 2005): Market Shares for Procter & Gamble Co, Unilever Group, Colgate-Palmolive Co, Reckitt Benckiser Plc, Henkel KGaA, SC Johnson & Son Inc, Private Label and Others (includes corresponding Graph/Chart)

Table 109: European Market for Surface Cleaners (2005): Percentage Share Breakdown of Leading Players by Sales for Private Label P&G, Reckitt Benckiser, Unilever, Colgate, SC Johnson and Others

Dishwashing Market

Table 110: Leading Players in the Dishwashing Products Market in Western Europe (2004 & 2005): Market Shares for Reckitt Benckiser Plc, Unilever Group, Henkel KgaA, Procter & Gamble Co, Private Label and Others (includes corresponding Graph/Chart)

Chlorine Bleach - A Mature Sector

Table 111: Leading Players in the Chlorine Bleach Market in Western Europe (2004 & 2005): Market Shares for Unilever Group, Colgate-Palmolive Co, Henkel KGaA, Procter & Gamble Co, Private Label and Others (includes corresponding Graph/Chart)

Competitive Scenario

Table 112: Leading Players in the Household Cleaning Products Market in Western Europe (2004 & 2005):Market Shares for Procter & Gamble Co, Unilever Group, Henkel KgaA, Reckitt Benckiser Plc, Colgate-Palmolive Co, SC Johnson & Son Inc, Private Label and Others(includes corresponding Graph/Chart)

B. Market Analytics

Table 113: European Recent Past, Current & Future Analysis for Household Cleaning Agents by Geographic Region - France, Germany, Italy, UK, Spain, Russia and Rest of Europe Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 114: European Recent Past, Current & Future Analysis for Household Cleaning Agents 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, Bath Tub & Tile Cleaners,Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million forYears 2001 through 2010 (includes corresponding Graph/Chart)

Table 115: European Historic Review for Household Cleaning Agents by Geographic Region - France, Germany, Italy, UK, Spain, Russia and Rest of Europe Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 116: European Historic Review for Household Cleaning Agents 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 117: European 20-Year Perspective for Household Cleaning Agents by Geographic Region - Percentage Breakdown of Dollar Sales for France, Germany, Italy, UK, Spain, Russia and Rest of Europe Markets for Years 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

Table 118: European 20-Year Perspective for Household Cleaning Agents by Product Group/Segment - Percentage Breakdown of Dollar Sales for 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets for 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

4a. France

A. Market Analysis

Key Issues and Trends

Easy-to-Use Products on the Rise

Fragrant Products - Driving the Market

Anti Bacterial Products - Promising Good Future

Dishwashing Products in France

Table 119: Household Penetration of Dishwashers in France (2001-2005) (includes corresponding Graph/Chart)

Multipurpose Products Driving the Market

Distribution Scenario

Table 120: Household Cleaning Product Sales in France by Distribution Channel (2004): Percentage Shares for Dishwashing Products, Surface Cleaners, Toilet Care and Chlorine Bleach Products Sold Through Supermarkets/Hypermarkets, Other Food Stores, Discounters, Department Stores, and Other (includes corresponding Graph/Chart)

Table 121: French Market for Surface Cleaners (2005): Percentage Share Breakdown of Leading Players by Sales for P&G, Reckitt, Private Label, Colgate, Unilever and Others

Product Innovations/Introductions

Focus on Key French Players

Colgate-Palmolive SA

Henkel France SA

Procter & Gamble SA

Reckitt Benckiser France SA

Sara Lee/DE France SNC

B. Market Analytics

Table 122: French Recent Past, Current & Future Analysis for Household Cleaning Agents 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,Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 123: French Historic Review for Household Cleaning Agents 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 124: French 20-Year Perspective for Household Cleaning Agents by Product Group/Segment - Percentage Breakdown of Dollar Sales for 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets for 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

4b. Germany

A. Market Analysis

Market Issues and Trends

Saturated Market Calls for Innovations

New Consumer Groups - A Targeting Tool

Five Magic Words

Consumer Behavior - A Key Driving Trend

All-In-One Products- Emerging Concept

Chlorine Bleach - Used for Multipurpose Uses

Wipes - Emerging Category

Toilet Rim Liquids - In Demand

Specialists Products - On the Rise

Competitive Landscape

Table 125: Leading Players in the German Household Cleaning Products Market (2004 & 2005): Market Shares for Henkel Waschmittel GmbH, Procter & Gamble GmbH, Lever Fabergé Deutschland GmbH, Reckitt Benckiser Deutschland AG, Private Label and Others(includes corresponding Graph/Chart)

Table 126: Household Cleaning Product Sales in Germany by Distribution Channel (2005): Percentage Shares for Dishwashing Products, Surface Cleaners, Toilet Care and Chlorine Bleach Products Sold Through Supermarkets/ Hypermarkets, Chemists/Drugstores, Discounters, Department Stores, Other Food Stores, and Other (includes corresponding Graph/Chart)

Table 127: German Market for Surface Cleaners (2005): Percentage Share Breakdown of Leading Players by Sales for Reckitt, Henkel, Colgate, P&G, Private Label and Others

Product Innovations/Introductions

Strategic Development

Focus on German Key Players

Colgate-Palmolive GmbH

Henkel KGaA

Johnson Wax GmbH

Unilever Deutschland GmbH Home and Personal Care

Procter & Gamble GmbH

Reckitt Benckiser Deutschland GmbH

Sara Lee GmbH

B. Market Analytics

Table 128: German Recent Past, Current & Future Analysis for Household Cleaning Agents 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,Bath Tub & Tile Cleaners,Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includes corresponding Graph/Chart)

Table 129: German Historic Review for Household Cleaning Agents 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 130: German 20-Year Perspective for Household Cleaning Agents by Product Group/Segment - Percentage Breakdown of Dollar Sales for 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets for 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

4c. Italy

A. Market Analysis

Market Trends

Convenience - A Key Driving Factor

Dishwashing Market - Gaining New Momentum

Surface & Specialty Cleaners - On A Rise

Competitive Scenario

Table 131: Leading Players in the Household Cleaning Products Market in Italy (2004 & 2005): Market Shares for Procter & Gamble Italia SpA, Henkel SpA, Reckitt Benckiser Italia SpA, Unilever Italia SpA, Private Label, and Others (includes corresponding Graph/Chart)

Table 132: Household Cleaning Product Sales in Italy by Distribution Channel (2005): Percentage Shares for Dishwashing Products, Surface Cleaners, Toilet Care and Chlorine Bleach Products Sold Through Supermarkets / Hypermarkets, Other Food Stores, Discounters, Department Stores, and Others (includes corresponding Graph/Chart)

Focus on Key Italian Players

Colgate-Palmolive SpA

Henkel SpA

Procter & Gamble Italia SpA

B. Market Analytics

Table 133: Italian Recent Past, Current & Future Analysis for Household Cleaning Agents 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2001 through 2010 (includescorresponding Graph/Chart)

Table 134: Italian Historic Review for Household Cleaning Agents 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 1991 through 2000 (includes corresponding Graph/Chart)

Table 135: Italian 20-Year Perspective for Household Cleaning Agents by Product Group/Segment - Percentage Breakdown of Dollar Sales for 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, Bath Tub & Tile Cleaners, Drain Pipe Cleaners, Dishwashing Cleaners, and Oven Cleaners), and Bleaches (Liquid Bleaches and Dry Bleaches) Markets for 1991, 1995, 2005 & 2010 (includes corresponding Graph/Chart)

4d. The United Kingdom

A. Market Analysis

Overview

Table 136: UK Market for Surface Cleaners (2005): Percentage Share Breakdown of Leading Players by Sales for P&G, Reckitt, Private Label, Colgate, Unilever and Others

Key Trends & Issues

Increasing Demand for Premium Products

Demographic Usage

Wipes - Key Driving Force

Micro Fiber Products - Key Emerging Category

Natural and Environmental Friendly Products - On the Rise

Product Innovations/Introductions

Focus on Key UK Players

PZ Cussons Ltd

Procter & Gamble Ltd

Unilever UK Home and Personal Care