Green Household Cleaning Products in the U.S.: Bathroom Cleaners, Laundry Care and Dish Detergents and Household Cleaners

Date: June 1, 2010
Pages: 156
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Publisher: Packaged Facts
Report type: Strategic Report
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Green Household Cleaning Products in the U.S.: Bathroom Cleaners, Laundry Care and Dish Detergents and Household Cleaners
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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:
  • Dish Detergents
  • Bathroom Cleaners
  • General Household Cleaners
  • Laundry Care & Detergents
  • Miscellaneous Cleaners
CHAPTER 1: EXECUTIVE SUMMARY

Scope
  Categories and Products
  What Is a Green Cleaner?
  Products Out of Scope
  Methodology

MARKET SIZE AND GROWTH

Green Cleaners Capture 3% of Market
  Figure 1-1: Green Household & Laundry Cleaning Product Retail Market and Share of Total Household & Laundry Cleaning Product Market, 2005-2009 (in millions $)
Market Look by Category
  Figure 1-2: Green Clean Retail Market Shares by Category: Green Household & Green Laundry, 2005-2009 (in millions $)
  Green Household Cleaners Gain Greater Market Penetration
  Figure 1-3: Green Household & Laundry Cleaning Product Retail Market by Category and Share of Total Household & Laundry Cleaner Categories, Respectively, 2005-2009 (in millions $)
Channel Sales for Green Household & Laundry Cleaners
  Table 1-1: Green Household & Laundry Cleaning Product Retail Market Shares by Channel, 2005-2009 (in millions $)
Green Cleaners Double Market Share, Triple Dollar Sales by 2014
  Figure 1-4: Green Household & Laundry Cleaning Product Retail and Share Market Forecast, 2009-2014 (in millions $)
Green Household Cleaner Category Product Segments
  Figure 1-5: Green Household Category Product Segment Shares by IRI-Tracked Dollar Sales, 2009 (%)
Green Laundry Category Product Segments
  Figure 1-6: Laundry Category Product Segment Shares by IRI-Tracked Dollar Sales, 2009 (%)
Mass-Market Brand Extensions Move In, Change the Game
  Figure 1-7: Top 10 Green Household & Laundry Cleaner Brand Market Shares by IRI-Tracked Dollar Sales, 2009 (%)
Eco-Specific Green Cleaners Still Dominate Dollar Sales
  Figure 1-8: Green Household & Laundry Cleaner Market Shares by IRI-Tracked Dollar Sales: Green Market Brands versus Mass Market Brand Extensions, 2009 (%)

FACTORS TO GROWTH

Green Interest and Awareness Strong Despite Economy
Consumers Expect Corporate Responsibility
Green Household Cleaning Products Shows Strong Potential
Many Drivers to Green Clean Growth
Lack of Standards for Green Household Cleaning Products

MARKETING ACTIVITY

Green Marketing Effective and Here to Stay
  Method Challenging the Majors with Print and Online
Mixing up the Marketing
  Social Networking—How Many Consumers are Your Friend?
  Viral Videos Inspire and Incite
  Martha Stewart Tweets Her Introduction
  Word-of-Mouth Easy with Growth of Blogs
  Green Clean and White Wine
  Seventh Generation and gettingkindacrunchy Blogger Giveaway
  SC Johnson, Seventh Generation Put It Out Core Values
  P&G Gets "Future Friendly"
  Seventh Generation Leverages Cause Marketing
Greenwashing Rampant

RETAIL PERSPECTIVES

Natural Supermarket Growth Sets the Pace
Private Label Opportunity for Retailers
Fierce Competition for Shelf Space
  Retailers Pushing Awareness
  Walmart’s Size Enables Major Changes to Product Lines
  Alternative Outlets: Citra-Solv at Art Retail

NEW PRODUCT ACTIVITY

Yearly Increase in Number of Green Clean Product Introductions
Predictably, “Natural” Top Attribute in Green Cleaner Products
  Table 1-2: Estimated Number of Top Green Household Cleaning Products Tags, in the Past 12 Months*
Scents of Note: Citrus, Ozone, Florals
Mainstream Marketers Continue to Introduce Green
Special Needs Introductions
Culture of Home Decor
DIY Cleaning
Big Names Power Up Green Cleaning
Kosher Aligned with Green

CONSUMER

Overview of Sustainability Attitudes and Behaviors
Packaged Facts Surveys on Use of Green Household Cleaners
  Figure 1-9: Percent of Adults Who Buy Green Household Cleaning/Laundry Products or Use Common Household Alternatives to Commercial Cleaning Products, February 2010 (U.S. adults)
Brand Usage Patterns for Green Household Cleaners
Demographic Patterns: Mass Market vs. Natural Sector Brands
Demographics for Using Alternatives to Commercial Products
Psychographics Framing Green Household Cleaning Market

CHAPTER 2: THE MARKET

Scope
  Categories and Products
  What Is a Green Cleaner?
  Products Out of Scope
Methodology

MARKET SIZE AND GROWTH

Green Cleaners Capture 3% of Market
  Figure 2-1: Green Household & Laundry Cleaning Product Retail Market and Share of Total Household & Laundry Cleaning Product Market, 2005-2009 (in millions $)
  Growth Slowed Substantially in 2009
  Table 2-1: Green Household & Laundry Cleaning Product Retail Market and Year-over-Year Percent Change, 2005-2009 (in millions $)
  Growth Driven by Greater Mass-Market Appeal
Units & Prices Go Up, Up, Up
  Figure 2-2: Green Household & Laundry Cleaning Product Retail Market and Share of Total Household & Laundry Cleaning Product Market, 2005-2009 (in millions units)
  Mass Marketers Drive Unit Sales Expansion
  Average Unit Prices Lower
  Table 2-2: Green Household & Laundry Cleaning Product Green Retail Market, Average Price per Unit and Year-over-Year Percent Change, 2005-2009 (in millions units)
Market Look by Category
  Figure 2-3: Green Clean Retail Market Shares by Category: Green Household & Green Laundry, 2005-2009 (in millions $)
  Green Household Cleaners Gain Greater Market Penetration
  Figure 2-4: Green Household & Laundry Cleaning Product Retail Market by Category and Share of Total Household & Laundry Cleaner Categories, Respectively, 2005-2009 (in millions $)
  Green Laundry Cleaners Gain Show Slower Growth
  Table 2-3: Green Household & Laundry Cleaning Product Retail Market by Category and Year-over-Year Percent Change, 2005-2009 (in millions $)
Units & Prices by Category
  Figure 2-5: Green Household & Laundry Cleaning Product Retail Market Shares by Category, 2005-2009 (in millions units)
  Green Household Cleaner Category Unit Sales Vault Higher
  Green Household Cleaner Category Unit Sales Vault Higher
  Figure 2-6: Green Household & Laundry Cleaning Product Retail Market by Category and Share of Total Household & Laundry Cleaner Categories, Respectively, 2005-2009 (in millions units)
  Green Household Cleaners Show Unit Sales Gains, Average Unit Price Declines
  Table 2-4: Green Household Cleaner Retail Market, Average Price per Unit and Year-over-Year Percent Change, 2005-2009 (in millions units)
  Green Laundry Cleaners Show Unit Sales Declines, Significant Average Unit Price Increases
  Table 2-5: Green Laundry Cleaner Retail Market, Average Price per Unit and by Category and Year-over-Year Percent Change, 2005-2009 (in millions units)
Channel Sales for Green Household & Laundry Cleaners
General Merchandise Stores, Supermarkets Capture Most of Market
  Figure 2-7: Green Household & Laundry Cleaning Product Retail Market Shares by Channel: General Merchandise Stores Grocery Stores/Supermarkets, 2005-2009 (in millions units)
  Green Household Cleaners Through Home Center Stores Show Significant Gains Through 2008, Flat in 2009
  Figure 2-8: Green Household & Laundry Cleaner Retail Market Shares by Channel: Home Centers, Drug Stores/Personal Care Stores, 2005-2009 (in millions units)
  Drug, Personal Care Store Sales Slow in 2009
  Growth Among All Other Channels Beat Out Largest Channels
  Table 2-6: Green Household & Laundry Cleaning Product Retail Market Shares by Channel, 2005-2009 (in millions $)
A Closer Look at Natural Supermarket Sales
  Figure 2-9: Green Household & Laundry Cleaning Product Retail Market Shares by Channel: Natural Supermarkets versus All Other Channels, 2005-2009 (in millions $)
  Natural Supermarket Sales Decline in 2009
  Table 2-7: Green Household & Laundry Cleaning Product Retail Market Shares by Channel: Natural Supermarkets versus All Other Channels, 2005-2009 (in millions $)
  Mass-Marketers Push Green Cleaners into Mass-Market Channels

MARKET FORECAST

Green Cleaners Double Market Share, Triple Dollar Sales by 2014
  Figure 2-10: Green Household & Laundry Cleaning Product Retail and Share Market Forecast, 2009-2014 (in millions $)
  Pent Up Consumer Demand May Boost Growth in 2011
  Table 2-8: Green Household & Laundry Cleaner Retail Market Forecast and Year-over-Year Percent Change, 2009-2014 (in millions $)
Units & Prices Forecast
  Figure 2-11: Green Household & Laundry Cleaning Product Retail Market Forecast and Share of Total Household & Laundry Cleaning Product Market, 2009-2014 (in millions units)
  Table 2-9: Green Household & Laundry Cleaning Product Retail Market, Average Price per Unit and Year-over-Year Percent Change, 2009-2014 (in millions units)
Category Forecast
  Figure 2-12: Green Household & Laundry Cleaning Product Retail Market Forecast by Category and Share of Total Household & Laundry Cleaning Product Categories, Respectively, 2009-2014 (in millions $)
  Green Household Cleaners to Capture 11% of Total Household Cleaner Category
  Green Laundry Growth to Outpace Green Household Cleaners
  Table 2-10: Green Household & Laundry Cleaning Product Retail Market by Category and Year-over-Year Percent Change, 2009-2014 (in millions $)
  Figure 2-13: Green Household & Laundry Cleaning Product Retail Market Shares Forecast by Category, 2009-2014 (in millions $)
Units & Prices Forecast by Category
  Figure 2-14: Green Household & Laundry Cleaning Product Retail Market Forecast by Category and Share of Total Household & Laundry Cleaning Product Categories, Respectively, 2009-2014 (in millions units)
  Green Household Unit Growth Robust, Price Growth Tame
  Table 2-11: Green Household Cleaning Product Retail Market Category Forecast, Average Price per Unit and Year-over-Year Percent Change, 2009-2014 (in millions units)
  Green Laundry Unit, Prices Surge Higher
  Table 2-12: Green Laundry Cleaning Product Retail Market Category Forecast, Average Price per Unit and by Category and Year-over-Year Percent Change, 2009-2014 (in millions units)
  Figure 2-15: Green Household & Laundry Cleaning Product Retail Market Shares Forecast by Category, 2009-2014 (in millions units)

CHAPTER 3: SEGMENTS AND PRODUCTS

Green Household Cleaner Category Product Segments
  Dish Detergents Surge, Capturing Largest Share of Market
  Eco-specific Green Marketers Dish Detergent Sales Growth Mixed
    All Purpose Cleaners Gains Driven by Mass Product
  Less Mass Brand Influence in Green Tub & Tile Cleaners
  Toilet Bowl Cleaners, a Small Green Clean Segment Make 10% Gain
  Glass Cleaners in Decline
  Cloth Cleaners Sales Rocket
  Other Cleaners, Polish Capture 7%
  Figure 3-1: Green Household Category Product Segment Shares by IRI-Tracked Dollar Sales, 2009 (%)
Green Household Cleaner Category Unit, Volume and Price Performance
  Dish Detergent Unit Prices Down, Volume Prices Up
  All-Purpose Cleaners Show Slight Average Decline in Prices
  Cloth Cleaners Robust
  Glass Cleaners Notable Decline in Average Selling Price
  Tub and Tile Cleaners Down in Dollar, Flat in Units
  Other Notable Segment Trends
  Table 3-1: Green Household Category Product Segment Performance by IRI-Tracked Metrics, 2008-2009 (in actual amounts) (%)
    Green Laundry Category Product Segments
  Liquid Laundry Detergents Constitute Bulk of Laundry Category
  Fabric Softener Sheets Second Largest Product Segment
  Bleach, Laundry Prewash/Additives Less Than 2%
  Figure 3-2: Laundry Category Product Segment Shares by IRI-Tracked Dollar Sales, 2009 (%)
Green Laundry Category Unit, Volume, and Price Performance
  Green Liquid Laundry Detergent Grows 13%
  Fabric Softener Sheets Gains Favor
  Fabric Softener Liquid Down Sharply
  Table 3-2: Green Laundry Category Product Segment Performance by IRI-Tracked Metrics, 2008-2009 (in actual amounts)
  Powder Laundry Detergent Gains in Volume, Loses in Dollars
  Other Products Show Mixed Results


CHAPTER 4: COMPETITIVE LANDSCAPE

Competitively Fierce But Separate Markets Converge
  More Competition Based on Price
  Mass Marketers Making Green Marketers Compete on Mass-Market Terms
Mass-Market Brand Extensions Move In, Change the Game
  Clorox Green Works Takes Out Seventh Generation for Top Spot
  Method’s Premium Positioning Loses Out Mass-Marketers
  Figure 4-1: Top 10 Green Household & Laundry Cleaner Brand Market Shares by IRI-Tracked Dollar Sales, 2009 (%)
  Other Market Share Gainers Include a Mix of Brands
  Other Green Cleaner Brands Lose Share
Market Share by Units
  Mass-Marketers Show Share Gains
  Green Marketers Lose Out to Mass-Marketers
  Figure 4-2: Top 10 Green Household & Laundry Cleaner Brand Market Shares by IRI-Tracked Unit Sales, 2009 (%)
Top Ten Green Cleaner Brands by Performance
  Clorox Green Works Growth from Existing Products, New Product Introductions
  Seventh Generation Leads Eco-specific Green Marketer Growth
  Arm & Hammer Up on Laundry Products
  Method Suffers Sales Declines from Most Products
  Palmolive Products Clean Up
  Caldrea/Mrs. Meyers
  Earth Friendly Products
  Table 4-1: Top 10 Green Household & Laundry Cleaner Brands by IRI-Tracked Metrics, 2008-2009 (in millions, except price per unit)
  Simple Green
  Planet
  Other Green Cleaner Brands
Eco-specific Green Clean Brands Still Dominate Dollar Sales
  Mass-Marketer Product Introductions Gained Steam in 2009
  Mass-Marketers at 47% of Market, Likely More
  Green Works Sales at Walmart Likely Push Mass-Marketers of the 50% Threshold
  Figure 4-3: Green Household & Laundry Cleaner Market Shares by IRI-Tracked Dollar Sales: Green Market Brands versus Mass Market Brand Extensions, 2009 (%)
  Unit Sales Belong to Mass-Marketers
  Figure 4-4: Green Household & Laundry Cleaner Market Shares by IRI-Tracked Unit Sales: Green Market Brands versus Mass Market Brand Extensions, 2009 (%)
Green Market Brand Price Points Still High
  Table 4-2: Green Household & Laundry Cleaner IRI-Tracked Sales: Green Market Brands versus Mass Market Brand Extensions, 2009 (%)

CHAPTER 5: TRENDS

Green Interest and Awareness Strong Despite Economy
  Do Not Demographically Pigeonhole Greenies
  Green Most Motivating as Part of a Broader Benefit Package
  Consumer Intentions Far Exceed Purchasing Behavior
  No Dearth of Data on The Growing Green Marketplace
Consumers Expect Corporate Responsibility
  What Is Sustainability?
  Corporate Responsibility, Sustainability Participation
  Corporate Responsibility Influence on Consumers
  Many Consumers Still Skeptical
  Consumer Trust Enhanced by Greater Eco-ethical Commitment
Green Household Cleaning Products Shows Strong Potential
  Green Cleaner Market Resilience Signals Potential Growth
  Green Household Product Consumers Are Vast
Many Drivers to Green Clean Consumer Interest and Sales Growth
  Consumer Ideal of Clean Home Shifting
  Efficacy Improvements
  Mainstream Marketers and Retailer Interest Piqued
  Price Point Chasm Shrinking
  Figure 5-1: Green Household Cleaner Price per Unit Premium and Average Price per Unit: Non-Green Household Cleaners versus Green Household Cleaners, 2005-2009 (in $)
Key Benefit Zones for Green Clean
Lack of Standards for Green Household Cleaning Products
  17,000 Cleaner Chemicals, Few Tested for Human Toxicity
Household Products Labeling Act
Green Seal an Option
  Table 5-1: Green Seal Certified Household Cleaning Products and Services, April 2010
  CleanGredients a Clearing House of Green Ingredient Formulations
  Greener Choices Shines Light on Labeling
  Other Certifying Sources
Packaging for Household Cleaners—A Necessary Evil
  Table 5-2: Packaging Do’s and Don’ts for Sustainable Household Cleaners

CHAPTER 6: MARKETING AND RETAIL PERSPECTIVES

Green Marketing Effective and Here to Stay
  Method Challenging the Majors with Print and Online
Mixing up the Marketing
  Get More Green Online
  Make Use of Interactive Platforms
  Social Networking—How Many Consumers are Your Friend?
  Figure 6-1: Green Cleaner Brand Facebook Fanbase, April 2010 (in actual count)
  Viral Videos Inspire and Incite
  Martha Stewart Tweets Her Introduction
  Word-of-Mouth Easy with Growth of Blogs
  Celebrity Green Power: Emmy Swag and Oprah’s OK
  Green Clean and White Wine
  Seventh Generation and gettingkindacrunchy Blogger Giveaway
Core Company Values and Commitment Important
  SC Johnson, Seventh Generation Put It Out There
  P&G Gets ""Future Friendly""
  Beware of Backlash
Cause Marketing a Perfect Fit with Green Products
  Seventh Generation Leverages Cause Marketing
Greenwashing Rampant
  Government Holds Hearings on Fair Green Marketing Practices
  Consumers Need More Proof for Green Claims
  Other Sources Show Public Generally Believes Green Claims
Retail Activity: Natural Supermarket Growth Sets the Pace
Private Label Opportunity for Retailers
Fierce Competition for Shelf Space
  Retailers Pushing Awareness
Retailers Also Push for Change
  Walmart’s Size Enables Major Changes to Product Lines
  Walmart Pushes for Reduced Packaging
  Universal Sustainability Index Pushed by Walmart
Opportunity in Alternative and Non-Traditional Outlets
  Citra-Solv at Art Retail

CHAPTER 7: NEW PRODUCT ACTIVITY

Yearly Increase in Number of Green Clean Product Introductions
  Table 7-1: Estimated Number of New Green Household Cleaning Products Introduced, in the Past 10 Years
  Green Brand Names Flood Market
Multi-Purpose Cleaners See Most Introductions
  Table 7-2: Estimated Number of New Green Household Cleaning Products Introduced, by Segment, in the Past 12 Months
  Hybrid Goes for It All
Predictably, “Natural” Top Attribute in Green Cleaner Products
  Non-Toxic, Sustainable and Health: Key Attributes for Green Cleaning Products
  Table 7-3: Estimated Number of Top Green Household Cleaning Products Tags, in the Past 12 Months*
Scents Offer Efficacy, Emotional and Sensory Benefits
  Citrus, Ozone, Florals
  Outside Markets Enter Cleaning Through Fragrance
  Strength in Fragrance-Free
  Table 7-4: Top Green Household Cleaning Scent and Ingredient Tags, in the Past 12 Months*
Mainstream Marketers Continue to Introduce Green
  Table 7-5: SC Johnson’s Selected Green Clean Mass Market Brand Introductions, Past 12 Months
Special Needs Introductions
Opportunity in Culture of Home Decor
DIY Cleaning
Big Names Power Up Green Cleaning
Kosher Aligned with Green

CHAPTER 8: THE CONSUMER

Note on Data Sources
Experian Simmons Overview of Green Attitudes and Behaviors
  Table 8-1: Recent Trends in Sustainability Attitudes and Behaviors: 2008-2009
  Table 8-2: Percent of Adults Agreeing With Selected Psychographic Statements Related to the Environment, 2009 (U.S. adults)
Hartman Findings on Use of Sustainable Household Cleaners
  Figure 8-1: Purchasing Rates for Household Cleaners: Overall vs. Sustainable, 2008
  Figure 8-2: Market Reach of Sustainable Household Cleaners, 2008
  Figure 8-3: Market Reach and Immediate Growth Opportunity of Sustainable Household Cleaners, 2008
  Figure 8-4: Willingness to Pay 20% More for Sustainable Version of Household Cleaners, 2008
Packaged Facts Surveys on Use of Green Household Cleaners
  Figure 8-5: Percent of Adults Who Buy Green Household Cleaning/Maintenance or Laundry Care Products, February 2009 (U.S. adults)
  Figure 8-6: Percent of Adults Who Buy Green Household Cleaning/Laundry Products or Use Common Household Alternatives to Commercial Cleaning Products, February 2010 (U.S. adults)
Brand Usage Patterns for Green Household Cleaners
  Table 8-3: Usage Rates for Selected Brands of Green Household Cleaners, February 2010
Demographic Patterns for Mass Market Brands
  Table 8-4: Selected Demographic Indexes for Use of Mass-Market Brand Green Household Cleaners, February 2010
Demographic Patterns for Natural Sector Brands
  Table 8-5: Selected Demographic Indexes for Use of Natural Sector Brand Green Household Cleaners, February 2010
Demographics for Cross-Channel Method Brand
  Table 8-6: Selected Demographic Indexes for Use of Method Brand Household Cleaners, Fall 2009
Demographics for Using Alternatives to Commercial Products
Psychographics Framing Green Household Cleaning Market
  Product Efficacy Still an Issue for Consumers Overall
  Consumers Want More Product Availability
  Everyone Wants Lower Price Points
  Table 8-7: Selected Attitudes Toward Green Household Cleaner Usage, February 2010

APPENDIX: SELECTED ADDRESSES OF MARKETERS
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