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Green Household Cleaning and Laundry Products in the U.S., 3rd Edition

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Green Household Cleaning Products in the U.S., 3rd Edition



The U.S. household cleaning industry grew at a blistering pace between 2007 and 2010, cooled off, and declined from 2010 to 2014 at a compound annual growth rate (CAGR) of 2%.  Packaged Facts' report, Green Household Cleaning Products in the U.S., 3rd Edition, P estimates total retail sales in the U.S. green cleaning products industry , including both household cleaners and laundry products, at $600 million in 2014. The market for go green cleaners, natural household cleaners, and more green household cleaning products remains a niche, accounting for about 3% of the total household cleaner and laundry product market. 

Green Household Cleaning Products in the U.S., 3rd Edition details how growth of the green household cleaning products market was driven higher through 2010 by the entry of mainstream mass marketers with go green brands such as Clorox Green Works and a host of others. These products were backed by heavy marketing support and initially achieved high levels of sales. Established green cleaning products marketers such as Seventh Generation, Method and others responded and drove the household cleaning industry higher with new products, increased support, and expansion of distribution into more mass retail outlets. The cleaning products market slowed down and then declined as the recession and difficult economy caused most consumers to purchase less frequently and purchase cleaning products less expensive than green ones. Sales of mass market brands, with the exception of Purex Natural Elements, began a rapid decline that continued through 2014. Traditional green cleaning brands such as Seventh Generation performed well over the last five years as their hard-core green consumer bases have generally remained loyal. However gains by traditional green cleaning brands haven’t been able to offset the declines by mass marketers, accounting for market declines between 2010 and 2014.

Green Household Cleaning Products in the U.S., 3rd Edition projects that green household products will continue to struggle in the future, and estimates the household cleaning industry will grow in dollars at a CAGR of about 1% to 2019. Volume will continue to decline, with increasing prices driving any dollar growth. Higher-priced traditional green brands like Seventh Generation, Method and Mrs. Meyers will drive market growth, but only a few cleaning product brands have enough critical mass to support a substantially larger market. Hard-core green consumers will continue to buy green cleaning products from these and other green leaders. Since these consumers represent a relatively small part of the population, the green household cleaning industry will likely remain a niche unless more consumers become regular green shoppers. American consumers are increasingly “leaning green” and want healthier, safer choices in their foods and home products. However the failure and struggles of green products from mass marketers have shown that the majority of American consumers don’t want to buy green cleaners on a regular basis if they are more expensive or ineffective. On a positive note, Purex Natural Elements has done well, although recent sales have declined, by successfully convincing mainstream consumers that a value brand can be green. As Green Household Cleaning Products in the U.S., 3rd Edition notes, new private label green household cleaning brands from leading retailers may attract mainstream consumers. Walmart’s own cleaning products brand, Great Value Naturals, could have the biggest impact on the green cleaning products market. Launched in late 2013, the all-natural line of affordable cleaning, dish, and laundry products is an extension of Walmart’s hugely successful private label brand. Time will tell if Walmart, the largest retailer by a wide margin, can succeed with affordable green cleaning products when many major mass marketers could not.

Scope of Report



Packaged Facts' report, Green Household Cleaning Products in the U.S., 3rd Edition, presents a detailed, updated analysis of the U.S. market for “green” (natural, organic, or eco-friendly) household cleaning and laundry products. The report outlines key issues and trends affecting the overall cleaning products market and analyzes all product segments. It also discusses major cleaning industry players and brands and analyzes their performance in terms of sales and market share. Market size data are provided for 2010–2014 and projections for 2014–2019. All retail channels that sell consumer cleaning products are covered and considered in arriving at overall market size estimates, market trends and competitive analysis. Detailed sales data are provided for products tracked by IRI sold through food, drug and mass merchandisers. Natural stores tracked by SPINS, Inc. are included in the more detailed sales analysis.

Methodology



The information in Green Household Cleaning Products in the U.S., 3rd Edition 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 various sources including reported revenues of product manufacturers and retailers; IRI, which tracks data in mass retail outlets; SPINSscan Natural data from SPINS, Inc., which tracks sales in the natural supermarket and specialty gourmet supermarket channels; publications and other market research sources. Our analysis of consumer trends relies on data from various sources including national online consumer usage surveys conducted in February 2009, August 2012, and January 2015 by Packaged Facts, and Simmons National Consumer Surveys for Summer 2010 through Summer 2014, from Experian Marketing Services.


Categories and Segments



For the purpose of this report, green cleaning products are classified under two broad categories:
  • Green Household Cleaning Products: segments include dish/dishwasher detergents, all-purpose cleaners, tub/tile cleaners, toilet bowl cleaners, household cleaner cloths, glass cleaners, floor cleaners and furniture polish, specialty cleaners/polish, rug/upholstery cleaners, drain cleaners, and oven/appliance cleaner/degreaser.
  • Green Laundry Products: segments liquid laundry detergents, powder laundry detergents, fabric softener sheets, fabric softener liquids, bleach, laundry prewash/additives, fine washable laundry detergents, and other laundry detergents (packet/bar and includes pods.)

Green Cleaner Defined



There is no specific definition of green cleaning products and definitions can vary widely, which can significantly alter the size and scope of the market. Many marketers may claim certain products within their portfolio are “green” because they contain no processed chemicals such as phosphates. Other products may be based on citrus oils, which imply they are green. For the purposes of this report, Packaged Facts has defined green cleaners as products or brands that are specifically marketed as “green” (natural, organic, or eco-friendly), including mass-marketer brands such as Clorox Green Works or eco-specific brands such as Seventh Generation.


  • Executive Summary
    • Introduction
      • Scope of Report
      • Categories and Segments
      • Green Cleaner Defined
      • Products Out of Market Scope
      • Methodology
    • Market Size and Growth
      • Green Cleaning Product Sales Decline to $600 Million in 2014
        • Table Retail Dollar Sales of Green Household Cleaner and Laundry Products, 2010-2014 (in millions)
      • Category Sales
        • Table Retail Dollar Sales of Green Household Cleaner and Laundry Products by Category, 2010-2014 (in millions)
      • Volume and Prices by Category
      • Supercenters, Mass Merchandisers, Supermarkets Capture Most of Market
      • Market Forecast
    • Focus on Product Segments
      • Green Household Cleaner Retail Sales by Product Segment
      • Green Laundry Products Retail Sales by Product Segment
      • Green Cleaning Products Only 3% of Total Market
    • Competitive Landscape
      • Highly Concentrated Market
      • Leading Marketer Sales Concentrated in Few Product Segments
    • Marketing and Retail Trends
      • Marketing Trends
      • Retail Dynamics
    • New Product Trends
      • Fewer New Product Introductions
      • Packaging Continues to Be Important for New Products
      • New Bio-Science Cleaning Technology
      • Manufacturers Developing Products for Specific Uses
      • Green Manufacturers Try to Differentiate Products and Brands
      • Green Cleaner Manufacturers Continue to Expand Scents
    • The Consumer
      • Care of Environment is Shared Responsibility
        • Table Adults Who Agree a Lot and a Little with Selected Statements About Environmental Responsibility, 2010-2014 (percent)
      • Renewed Interest in Recycling in Last Couple of Years
      • Purchase and Use of Green Cleaning Products Consistent Over Last 5 Years
      • Concerns for Environment, Family Safety and Health Drive Product Use
      • Availability, Price, and Effectiveness Are Challenges for Green Cleaning
  • The Market
    • Introduction
      • Scope of Report
      • Categories and Segments
      • Green Cleaner Defined
      • Products Out of Market Scope
      • Methodology
    • Market Size and Growth
      • Green Cleaning Product Sales Decline to $600 Million in 2014
        • Table Retail Dollar Sales of Green Household Cleaner and Laundry Products, 2010-2014 (in millions)
        • Table Retail Volume Sales and Average Price per Volume of Green Household Cleaner and Laundry Products, 2010-2014 (volume in millions and price in dollars)
      • Category Sales
        • Table Retail Dollar Sales of Green Household Cleaner and Laundry Products by Category, 2010-2014 (in millions)
      • Volume and Prices by Category
        • Table Retail Volume Sales of Green Household Cleaner and Laundry Products by Category, 2010-2014 (millions, percent)
        • Table Average Retail Price per Volume of Green Household Cleaners and Laundry Products, 2010-2014 (dollars, percent)
        • Table Average Retail Volume Prices for Selected Green Household Cleaner and Laundry Segments, 2014 (in dollars)
        • Table Average Retail Volume Prices for Selected Green Household Cleaner and Laundry Products, 2014 (in dollars)
      • Retail Channel Sales for Green Household Cleaners and Laundry Products
        • Table Dollar Sales by Retail Channel of Green Household Cleaner and Laundry Products, 2010-2014 (in millions, percent)
        • Table Retail Dollar Sales of Green Household Cleaner and Laundry Products: Natural Supermarkets vs. All Other Channels, 2010-2014 (in millions)
    • Market Forecast
      • Green Cleaning Products Will Continue to Struggle
  • Focus on Product Segments
    • Introduction
    • Green Household Cleaner Retail Sales by Product Segment
      • Sales Highly Concentrated in a Few Segments
      • Green Household Cleaners Flat in Dollars, Volume Down 8%
        • Table IRI-Tracked Sales of Green Household Cleaners, 2013-2014 (dollars and volume, price per volume)
    • Green Laundry Products Retail Sales by Product Segment
      • Liquid Laundry Detergents Dominate Green Laundry Product Sales
      • Green Laundry Products Continue Decline
        • Table IRI-Tracked Sales of Green Laundry Products, 2013-2014 (dollars and volume, price per volume)
      • Green Cleaning Products Only 3% of Total Market
  • Competitive Landscape
    • Introduction
      • Highly Concentrated Market
      • Leading Green Cleaning Brand Performance
        • Table Leading IRI-Tracked Green Cleaner Brands, 2013-2014 (dollars and volume in millions, price per volume)
      • Acquisitions and Investments
      • New Entrants in a Crowded Market
      • Companies and Brands Positioned Around Common Themes
        • Table Slogans of Selected Green Household Cleaner Marketers or Brands, 2015
  • Marketing and Retail Trends
    • Marketing Trends
      • Marketing Green Credibility and Earning Trust
      • Green Advertising and Promotion
      • Marketers Embrace Social Media
    • Retail Dynamics
      • Retailers Promote Green
      • Private Label Opportunity for Retailers
        • Table Selected Private-Label Green Household Cleaner Brands, 2015
      • Cross-channel Shopping the Norm
      • Leading Green Cleaner Brands Sold Across Most Retail Channels
        • Table Selected Green Household Cleaner Brands Carried by Retailers, 2015
  • New Product Trends
    • Fewer New Product Introductions
    • Packaging Continues To Be Important for New Products
      • Ultra-concentrated Liquid Laundry Detergent Bottled for Convenience
      • Pourable, Stand-Up Pouches Continue to Gain
      • Method's Ocean Plastic Dish + Hand Soap
      • Ecover Plantplastic Made from Sugarcane
      • Simple Green's More Sustainable Package
      • Clorox Smart Tube Enhances Value and Performance
    • New Bio-Science Cleaning Technology
    • Concentrates Continue to Gain in Cleaners
    • Green Single Use Pods and Packs
    • Manufacturers Extending into New Segments
      • Cleaning Up After Pets Becoming More Popular
      • More Manufacturers Target Baby Products
      • Active Wear Detergents
    • Manufacturers Developing Products for Specific Uses
    • Personal Stories Drive Green Brand Product Development
      • Table Selected Green Household Cleaner Brand Stories, 2015
    • Green Manufacturers Try to Differentiate Products and Brands
    • Green Cleaner Manufacturers Continue to Expand Scents
      • Table Selected Green Household Cleaner Brand Scents, 2015
    • Laundry Product Alternatives
  • The Consumer
    • Sources
      • Care of Environment is Shared Responsibility
        • Table Adults Who Agree a Lot and a Little with Selected Statements About Environmental Responsibility, 2010-2014 (percent)
      • Renewed Interest in Recycling in Last Couple of Years
        • Table Adults Who Agree a Lot and a Little with Selected Statements About Recycling, 2010-2014 (percent)
      • Purchase and Use of Green Cleaning Products Consistent Over Last 5 Years
      • Concerns for Environment, Family Safety and Health Drive Product Use
      • Availability, Price, and Effectiveness Challenges for Green Cleaning
      • Simmons Data Reaffirms Cost and Quality Issues for Green Products
        • Table Adults Who Agree a Lot and a Little with Selected Statements About Environmentally Friendly Products, 2010-2014 (percent)
      • Brands from Mass Marketers Have Highest Recall
      • Demographic Differences in Brand Preference
        • Table Demographic Characteristics of Selected Household Cleaning Brand Users, 2014 (index)
      • Consumer Attitudes Measured with Simmons Segmentation System
        • Table Selected Brand Use by Simmons Health and Well-Being Segments, 2014 (index)
      • Walmart Number One with Green Cleaning Product Buyers
  • Selected Marketers and Websites

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