OXYGENATION

Oxygen-based cleaners and stain removers are breathing new life -- and convenience -- into the fabric and home-care business.The segment is a big trend for 2003, according to Tom Vierhile, general manager, Productscan Online, a database of new products from Naples, N.Y., based Marketing Intelligence Service.One of the newest additions to the category is Procter & Gamble Co.'s Tide with Self Pretreating

Oxygen-based cleaners and stain removers are breathing new life -- and convenience -- into the fabric and home-care business.

The segment is a big trend for 2003, according to Tom Vierhile, general manager, Productscan Online, a database of new products from Naples, N.Y., based Marketing Intelligence Service.

One of the newest additions to the category is Procter & Gamble Co.'s Tide with Self Pretreating Oxyfoam. Oxyfoam has been in test market since September 2002 in Midland, Texas, and Grand Junction, Colo. Although P&G hasn't announced plans for a national rollout, the market tests show that the brand is being well received by consumers, said Bev Larkin, spokeswoman, fabric and home care, P&G, Cincinnati.

"Preliminary test results indicate that Tide with Self Pretreating Oxyfoam addresses a significant consumer need," Larkin told SN.

Along with Tide with Oxyfoam, several other oxygen cleaners are on store shelves. Among them: Clorox Oxygen Action Multi-Purpose Stain Remover from the Clorox Co.; Shout OxyPower Multi-Purpose Stain from SC Johnson; Woolite Oxy Deep Spot and Stain Remover from Playtex Products; and OxiClean from Orange Glo International.

Competition has been heating up among manufacturers. Freestanding insert ads for Clorox Oxygen action, for instance, tout that it's "better than OxiClean on tough stains."