The U.S. market for household and laundry cleaning products is well on its way to a major shift in marketing strategies, product innovation and ingredient stories—primarily due to the continued consumer interest and understanding of greener and more sustainable lifestyles. The sweet spot for accelerated growth and highly profitable sales looks to be in eco-friendly products that target multiple consumer desires rather than a single stand alone functional benefit. These benefits may include: efficacy, safety, ease-of-use and convenience mixed with more emotional and sensory benefits. While green cleaners accounted for just a small sliver of the overall household cleaner market in 2009, Packaged Facts expects more and more consumers to make cleaning a lifestyle choice rather than simply a sanitary chore, pushing green cleaners from the fringe into the mainstream.
This all new Packaged Facts report, “Green” Household Cleaning Products in the U.S. , looks into the several factors affecting green household and laundry cleaning product growth and offers opportunities for those nimble enough to take advantage of a market expected to more than double its share of the total household cleaning market by 2014. The report includes a detailed sales performance analysis of the major players in the U.S. green household cleaning and laundry products market and is put in context with the overall household cleaner market. Also included is an extensive look at marketplace, consumer, and new product trends affecting the industry, including analysis based on Packaged Facts' proprietary consumer survey conducted in February 2010. The green household cleaning product segments covered include:
Read an excerpt from this report below.
Market Insights: A Selection From The Report
Scents of Note: Citrus, Ozone, Florals
In terms of broader scent arenas, citrus (64), ozone (28), and florals (28) have dominated introductions. The history of citrus in cleaning products is long as citrus scents evoke efficacy, but more modern scents such as lavender and ozone are moving into the efficacy space too. More interesting is the introduction of more scents based on herbs and spices, such as cinnamon, coriander, rosemary, and thyme, and those that reflect an Asian inspiration such as green tea, ylang ylang, lemongrass, eucalyptus, and kai.
Mainstream Marketers Continue to Introduce Green
Several powerful mainstream marketers have launched green household products in the past few years. These include The Clorox Co. (Green Works household cleaners, dish and laundry products), Church & Dwight Co., Inc. (Arm & Hammer Essentials household cleaners); and SC Johnson & Son, Inc. (Nature’s Source household cleaners). Packaged Facts fully expects that other major household names are also developing greener products that will be introduced to market soon.
Packaged Facts Surveys on Use of Green Household Cleaners
Packaged Facts online consumer surveys conducted in February 2009 and February 2010 indicate that the green household cleaners market is capitalizing to a degree on opportunities for growth. As of February 2009, 38% of online survey respondents indicated that had used natural, organic, or ecologically friendly household cleaning/laundry products within the previous 12 months. Of the total respondents, 30% had purchased green household cleaning/maintenance products, and 25% had purchased green laundry products.
A year later, according to a February 2010 online survey, 42% of adult consumers reported having used a natural, organic, or ecologically friendly household cleaning/laundry products, while 25% reported having used vinegar, lemon juice, baking soda or other common household items as alternatives to commercial-formula household cleaners. [Figure 1-9]In the News
U.S. Market for Green Household Cleaning Products Enters Forefront of
Consumer Consciousness with Shift toward More Eco-Friendly and Sustainable Lifestyles
New York, May 24, 2010 — With more consumers interested in adopting a “green” lifestyle, the marketplace for socially responsible, sustainable, ethical and eco-friendly products is primed for innovation after holding its own during the recession, according to Green" Household Cleaning Products in the U.S.: Bathroom Cleaners, Laundry Care and Dish Detergents and Household Cleaners by market research publisher Packaged Facts.
Retail sales of green cleaners in 2009 totaled $557 million—split between $339 million from green household cleaning products and $218 million from green laundry products—to account for 3% of the total household and laundry cleaner retail market. Packaged Facts estimates retail sales of green cleaners grew 229% between 2005 and 2009, more than doubling their footprint in dollar terms and more than tripling their share of the total household cleaner market.
“Emotional-, therapeutic- and sensory-influenced benefits such as family safety, health and wellness, aromatherapy, style and design, and environmental concerns have emerged as important drivers in the segment,” says Don Montuori, publisher of Packaged Facts. “As green marketers better connect their products to these aspects of consumer preference the market will continue to make a transition from niche to mainstream and ultimately approach $2 billion in sales by 2014 based on our expectations.”
Packaged Facts’ proprietary online green clean consumer usage survey conducted in February 2009 and February 2010 reveals that the green household cleaners market is capitalizing to some extent on several opportunities for growth including increased visibility through the media, expanded distribution and retail channels by eco-specific green marketers and the introduction of mass-marketer brand extensions. As of February 2010, 42% of adult consumers reported having used a natural, organic, or ecologically friendly household cleaning/laundry product within the previous 12 months compared to 38% of respondents revealed in the February 2009 survey. The 42% usage rate for green household cleaners translates to 48 million households. When weighed against the market’s $557 million in sales, the amount spent on green cleaners equates to almost $12 per customer household.
"Green" Household Cleaning Products in the U.S. examines the several factors affecting green household and laundry cleaning product growth. The report includes a detailed sales performance analysis of the major players in the U.S. green household cleaning and laundry products market and is put in context with the overall household cleaner market. An extensive look at marketplace, consumer, and new product trends affecting the industry, including analysis based on Packaged Facts' proprietary consumer survey conducted in February 2010, is also provided.
About Packaged Facts - Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services.