Kline’s study examines industry trends, sales and growth, and new product activity in five major product classes. Across all five sectors, the trend is toward products that are quick and easy to use. It also reveals that sales of laundry detergents jumped by more than $100 million in 2005, driven by new formulations that include fabric softeners mixed right in, such as Procter & Gamble’s Tide with a Touch of Downy. Ironically, this had little effect on the sales of fabric softeners, which remained flat throughout the year.
In the bathroom, wand-style cleaning devices have generated significant sales for some of the most popular brands, including Clorox’s BathWand and the Mr. Clean MagicReach Bathroom Explorer. In addition to ease of use, these products allow consumers to complete the cleaning process with less direct contact with germ-covered surfaces. More info: www.klinegroup.com/CIA2.htm.