Apparel, Luxury & Fashion Accessories

Household Care & Personal Products

The Household Care & Personal Products sector covers a wide range of products including detergents and surface cleaners; toilet, facial and household facial tissue; sanitary protection and diapers. Oral, personal cleansing and haircare products are covered in Personal Care alongside Beauty; OTC healthcare products in Pharmaceutical & Healthcare.

The Top Household & Personal Care Companies in 2015 by revenues

Procter & Gamble
SCA Hygiene
SC Johnson
Reckitt Benckiser
Kao Brands
Clorox Company
Lion Corporation
Sun Products
Church & Dwight
Nice Group
LG Household & Health Care
Bolton Group

Source: company reports & estimates. Revenues from household care & personal care products but excluding beauty, oral care, healthcare.

The Top Laundry Care Manufacturers Worldwide in 2011 by market share

 Procter & Gamble (26.5%)  Kao (2.8%)
 Unilever (15.0%)  Lion (2.0%)
 Henkel (8.7%)  Sun Products (1.8%)
 Reckitt Benckiser (4.4%)  Church & Dwight (1.6%)
 Colgate-Palmolive (3.2%)  Nice Group (1.4%)

Source: Household & Personal Products Industry

The Top 10 Laundry Detergents in the US in 2011 by sales

liquid powder
 Tide  Tide
 Arm & Hammer (Church & Dwight) Gain (Procter & Gamble)
Gain (Procter & Gamble) Arm & Hammer (Church & Dwight)
All (Sun Products) Surf (Sun Products)
Purex (Henkel) Ariel (Procter & Gamble)
 private label  Roma (La Corona)
 Xtra (Church & Dwight)  Foca (La Corona)
 Wisk (Sun Products)  All (Sun Products)
 Cheer (Procter & Gamble)  Cheer (Procter & Gamble)
 Era (Procter & Gamble)  private label

Source: SymphonyIRI, 52 weeks ended Oct 2011, ex Wal-Mart

Leading Bathroom Tissue & Paper Towels Brands & Marketers

 Charmin  Procter & Gamble
 Andrex  Georgia-Pacific
 Kimberly-Clark  SCA Hygiene


The Top 10 Detergent Brands Worldwide in 2000

 Tide (Procter & Gamble; worldwide sales of $3.0bn)  Attack (Kao $505m)
 Ariel (P&G $2.7bn)  Skip (Lever Faberge $502m)
 Omo (Lever Faberge $2.2bn)  Lever Faberge's Persil ($492m)
 Surf (Lever Faberge $767m)  Dash/Daz (P&G $482m)
 Henkel's Persil ($763m)  Purex (Dial Corp $480m)

Source: Euromonitor

The Top 10 Laundry Detergents in France in 2004 by market share

 Ariel (21%) (Procter & Gamble)  X'tra (7%) (Henkel)
 Skip (14%) (Lever Faberge)  Mir (6%) (Henkel)
 private label / MDD (9%)  Persil (6%) (Lever Faberge)
 Le Chat (7%) (Henkel)  Omo (5%) (Lever Faberge)
 Dash (7%) (Procter & Gamble)  Super Croix (4%) (Henkel)

Source: CB News / AC Nielsen

Other Household Care Companies & Brands Profiled in Adbrands

 Colgate-Palmolive  Church & Dwight
 LG Household & Healthcare  SC Johnson
 Amway  The Clorox Company



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