Green Household Cleaning Products Gain Popularity as Consumer Shift toward Sustainable Lifestyles

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.

[Source:  "Green" Household Cleaning Products in the U.S.: Bathroom Cleaners, Laundry Care and Dish Detergents and Household Cleaners.  Packaged Facts. 24 May 2010.  Web.  21 Jun. 2010.]