As I completed preparation for this talk, I read with interest the article by Margaret Vogel in HAPPI with the same general title. My first thought was, “Damn! I’ve been scooped!” But as I read on I realized her very good article had a slightly different objective and, in fact, is a nice complement to this paper.
The importance of household products to the fragrance industry is based on the huge volume potential of the category. All have fragrance as an important component, some subcategories more than others. Laundry detergents compose a category of over $3 billion, consisting of powdered and liquid detergents as well as multi-functional systems in both product forms.
Fabric softeners are a three quarter billion dollar category, consisting of liquid rinse-added fabric softeners and dryer-added sheet products.
