INDUSTRY BUZZ: Green Cleaner Sales Up 229 Percent

According to Packaged Facts, retail sales of green cleaners grew 229 percent between 2005 and 2009 in the US - more than tripling its share of the total household cleaner market. This is evidence that the green cleaner market in North America, and in Canada, is growing fast. “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.”

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NEW YORK—Packaged Facts estimated retail sales of green cleaners grew 229 percent between 2005 and 2009, more than doubling its footprint in dollar terms and more than tripling its share of the total household cleaner market.

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 percent of the total household and laundry cleaner retail market, 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.

“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 revealed 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 percent of adult consumers reported having used a natural, organic or ecologically friendly household cleaning/laundry product within the previous 12 months compared to 38 percent of respondents revealed in the February 2009 survey. The 42-percent usage rate for green household cleaners translated 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 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.

SOURCE: Packaged Facts, Natural Products Marketplace