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Green Cleaning Products in the U.S.


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Continued consumer interest in and understanding of more sustainable lifestyles has driven the U.S. market for "green" (eco-friendly) cleaning products—including household surface cleaners and laundry products—to total retail sales of $640 million in 2011, up from $303 million in 2007, for a compound annaul growth rate (CAGR) of 20%. Correspondingly, 41% of respondents to an online Packaged Facts consumer survey conducted in August 2012 indicated that they had purchased or used natural, organic, or eco-friendly household cleaning/laundry products within the previous 12 months, up from 38% in February 2009.

Green cleaners continue to expand beyond the shelves of health and natural product stores to reach consumers at mass outlets, such that general merchandise stores such as Walmart and Target now lead all retail channels in total sales of green cleaners. Nonetheless, traditional green brands with enough critical mass to support a substantially larger market will drive market gains. Green products will likely outperform conventional non-green cleaners due to higher price points and loyal usage by core and converted consumers, and may accelerate if economic conditions improve.

Scope of Report

Green Cleaning Products in the U.S. presents a detailed analysis of the U.S. market for green consumer household and laundry cleaner products. The report outlines key issues and trends affecting the overall market and analyzes all product segments. It also discusses major players and brands and analyzes their performance in terms of sales and market share. Market size data are provided for 2007–2011 and projections for 2012–2016 are included. All retail channels that sell consumer cleaning products are covered and considered in overall market size estimates, market trends discussion, and competitive analysis.

Methodology

The information in this report was obtained from both primary and secondary research. Primary research included proprietary Packaged Facts online consumer surveys as well as consultation with industry sources and on-site examinations of the retail sector. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports.

Our estimates of market size and company performance are based on reported revenues of product manufacturers and retailers; SymphonyIRI Group’s InfoScan Review data, which tracks sales in supermarkets, drugstores and mass merchandisers other than Walmart; SPINSscan Natural data from SPINS, Inc., which tracks sales in the natural supermarket channel and in the specialty gourmet supermarket channel; and figures from other market research sources.

Our analysis of consumer trends primarily relies on Packaged Facts consumer surveys and on cross-tabulations of data compiled by Experian Simmons, New York, NY. On an ongoing basis, Experian Simmons conducts booklet-based surveys of a large and random sample of consumers who in aggregate represent a statistically accurate cross-section of the U.S. population. The 2008 through 2012 surveys cited in this report are based on samples of approximately 25,000 U.S. adults.


  • Executive Summary
    • Scope of Report
      • Categories and Product Types
      • What Is a Green Cleaner?
    • Methodology
    • Market Size and Growth
      • Green Cleaner Sales at $640 Million in 2011
        • Table Green Household Cleaning & Laundry Products: Retail Unit Sales and Average Price per Unit, 2007-2011 (unit in millions and price in dollars)
      • Product Category Sales and Shares
        • Table Green Household Cleaner & Laundry Products: Retail Dollar Shares by Category, 2007-2011 (in millions)
      • Retail Channel Sales and Shares
        • Table Green Household Cleaner & Laundry Products: Dollar Sales by Retail Channel, 2007-2011 (in millions)
    • Market Forecast
      • Green Cleaners to Grow Modestly, Outpace Non-Green Products
    • Focus on Product Segments
      • Green Household Cleaner Retail Sales by Product Segment
      • Retail Sales of Green Laundry Products by Segment
    • Competitive Landscape
      • Highly Concentrated Market
    • Marketing and Retail Trends
      • When Marketing "Green" Trust Is Key
        • Table Motivations and Barriers for Sustainable Purchases
      • Green Advertising and Promotion
    • Retail Dynamics
      • Retailers Promote Green
      • Private Label Opportunity for Retailers
        • Table Selected Private-Label Green Household Cleaner Brands, 2012
    • New Product Trends
      • Resurgence of Activity by Traditional Green Manufacturers
        • Table Selected Green Household Cleaner New Product Introductions, 2010-2012
      • Packaging a Focus of New Products
      • Created by People, Not Corporations
    • The Consumer
      • Shared Responsibility for the Environment
        • Table Adults Who Agree a Lot and a Little With Selected Psychographic Statements Related to the Environment, 2009 vs. 2012 (percent)
      • Declining Interest in Recycling
        • Table Consumers Who Agree a Lot or A Little With Selected Psychographic Statements Related to Recycling, 2008-2012 (percent)
      • 41% Say They Used/Purchased Green Cleaners Within Last Year
      • Clorox Green Works Most Popular
        • Table Usage Rates for Selected Brands of Green Household Cleaners, August 2012 (percent)
      • Consumer Perceptions of Price, Effectiveness and Availability
        • Table Attitudes Toward Green Household Cleaning/Laundry Product Usage: February 2010 vs. August 2012 (percent)
  • The Market
    • Introduction
      • Scope of Report
      • Methodology
    • Market Size and Growth
      • Green Cleaner Sales at $640 Million in 2011
        • Table Retail Dollar Sales of Green Household Cleaner & Laundry Products, 2007-2011 (in millions)
        • Table Green Household Cleaner & Laundry Products: Retail Unit Sales and Average Price per Unit, 2007-2011 (unit in millions and price in dollars)
      • Category Sales
        • Table Retail Dollar Sales of Green Household Cleaner & Laundry Products by Category, 2007-2011 (in millions)
      • Units & Prices by Category
        • Table Retail Unit Sales of Green Household Cleaner & Laundry Products by Category: Year-over-Year Percent Change, 2007-2011
        • Table Green Household Cleaners vs. Laundry Products: Average Retail Price per Unit, 2007-2011 (in dollars)
        • Table Average Retail Unit Prices for Selected Green Household Cleaner & Laundry Products, 2012 (in dollars)
      • Channel Sales for Green Household Cleaners & Laundry Products
        • Table Green Household Cleaner & Laundry Products: Dollar Sales by Retail Channel, 2007-2011 (in millions)
        • Table Retail Dollar Sales of Green Household Cleaner & Laundry Products: Natural Supermarkets vs. All Other Channels, 2007-2011 (in millions)
    • Market Forecast
      • Green Cleaners to Grow Modestly, Outpace Non-Green Products
  • Focus on Product Segments
    • Sales by Product Segment
    • Green Household Cleaner Retail Sales by Product Segment
      • Sales Concentrated in a Couple of Segments
      • Dish Detergents Lead Sales Growth
        • Table SymphonyIRI-Tracked Sales of Green Household Cleaners: 2008, 2009, 2011, 2012 (dollar sales, unit sales, and average price per unit)
      • All Purpose Cleaner Performance Sluggish
      • Green Cloth Cleaners Perform Well
    • Retail Sales of Green Laundry Products by Segment
      • Liquid Laundry Detergents Account for Most of Category
      • Green Laundry Products Decline
        • Table SymphonyIRI-Tracked Sales of Green Laundry Products: 2008, 2009, 2011, 2012 (dollar sales, unit sales, and average price per unit)
  • Competitive Landscape
    • Highly Concentrated Market
    • Top Green Cleaner Brand Performance
      • Seventh Generation Performs Well
      • Method Recovers and Thrives
      • Purex Natural Elements
      • Clorox Green Works Declines
      • Caldrea/Mrs. Meyers (owned by SC Johnson) Grows
      • Palmolive Relatively Small Player
      • Arm & Hammer Essentials Plummets
      • Earth Friendly Products
      • Simple Green Relies on All Purpose Cleaner
      • Planet Declines
      • SC Johnson's Nature's Source
      • Other Green Cleaner Brands
        • Table Leading SymphonyIRI-Tracked Household Cleaner & Laundry Product Brands: 2008, 2009, and 2011/2012 (millions of dollars, millions of units, and price per unit)
  • Marketing and Retail Trends
    • Marketing "Green"
      • Trust Is Key
        • Table Motivations and Barriers for Sustainable Purchases
      • Third Party Endorsements
      • USDA Pushes Biobased Products
      • Partnerships Complement Certifications
      • Greater Transparency
      • Making Recycling Easier to Understand
      • Making Recycling Easier for Hard to Recycle Packaging
    • Green Advertising and Promotion
      • Facebook Hot, But Only a Few Embrace
      • Better by Comparison
    • Retail Dynamics
      • Retailers Promote Green
      • Whole Foods Eco-Scale Rating System
      • Walmart's GreenWERCS
      • Private Label Opportunity for Retailers
        • Table Selected Private-Label Green Household Cleaner Brands, 2012
  • New Product Trends
    • Introductions Driven by Mass Marketers in Past
      • Table Selected Green Household Cleaner New Product Introductions, 2010-2012
    • Packaging a Focus of New Products
      • Method Breaks Tradition
      • More Sustainable Packaging
      • Pouches Gain Some Traction
      • Design Driven for Consumer Appeal
      • Resurgence of Make Your Own Refills
    • Created by People, Not Corporations
    • Unconventional Names Differentiate
    • New Use for Common Ingredient
  • The Consumer
    • Note on Data Sources
      • Shared Responsibility for the Environment
        • Table Adults Who Agree a Lot and a Little With Selected Psychographic Statements Related to the Environment, 2009 vs. 2012 (percent)
      • Declining Interest in Recycling
        • Table Consumers Who Agree a Lot or A Little With Selected Psychographic Statements Related to Recycling, 2008-2012 (percent)
      • 41% Say They Used/Purchased Green Cleaners Within Last Year
      • Clorox Green Works Most Popular
        • Table Usage Rates for Selected Brands of Green Household Cleaners, August 2012 (percent)
      • Demographic Differences in Brand Preference
        • Table Key Demographics for Selected Household Cleaner Brands, 2012 (index)
      • Consumer Perceptions of Price, Effectiveness and Availability
        • Table Attitudes Toward Green Household Cleaning/Laundry Product Usage: February 2010 vs. August 2012 (percent)
      • Brand Perception by Simmons Health and Well-Being Segments
        • Table Brand Use by Simmons Health and Well-Being Segments: 2012 (index)

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