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Green Cleaning Products in the U.S.

August 2012 | 104 pages | ID: G73752107BFEN
Packaged Facts

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Over the last seven years, continued consumer interest in and understanding of greener and more sustainable lifestyles has driven the U.S. market for green cleaners—including both household and laundry cleaners—to total retail sales of $640 million in 2011, up from $303 million in 2007. Though still a niche market segment, green cleaners continue to expand beyond the shelves of health and natural product stores to reach consumers at mass outlets—and to great success as general merchandise stores such as Walmart and Target have lead all retail channels in total sales of green cleaners.

Going forward, Packaged Facts predicts that the uncertainty of the economy, among other factors, will cause green cleaners to grow at a rate lower than the 20% compound annual growth rate (CAGR) of the last five years. Traditional green brands will drive market growth, but there are only a few with enough critical mass to support a substantially larger market.

Still, there are reasons for optimism. Growth of green products will likely outperform traditional non-green cleaners due to higher price points and loyal usage by core and converted consumers, and may accelerate if economic conditions change. In addition, the number of consumers who purchase green cleaners has increased over the last three years. Forty-one percent of respondents in Packaged Facts, online consumer survey conducted in August 2012 indicated they had purchased or used natural, organic, or eco-friendly household cleaning/laundry products within the previous 12 months. These latest findings trump already solid data from Packaged Facts’ February 2009 survey.
CHAPTER 1: EXECUTIVE SUMMARY

  Scope of Report
    Categories and Product Types
    What Is a Green Cleaner?
  Methodology
Market Size and Growth
  Green Cleaner Sales at $640 Million in 2011
    Figure 1–1: Retail Dollar Sales of Green Household Cleaning & Laundry Products, 2007–2011 (in millions)
    Unit Sales
    Figure 1-2: Retail Unit Sales of Green Household Cleaning & Laundry Products, 2007–2011 (in millions)
    Average Unit Prices Lower, Then Higher
    Table 1-1: Green Household Cleaning & Laundry Products: Retail Unit Sales and Average Price per Unit, 2007–2011 (unit in millions and price in dollars)
  Product Category Sales and Shares
    Table 1-2: Green Household Cleaner & Laundry Products: Retail Dollar Shares by Category, 2007–2011 (in millions)
    Figure 1-3: Dollar Shares by Category: Green Household Cleaners vs. Green Laundry Products, 2007–2011 (percent)
  Retail Channel Sales and Shares
    Table 1-3: Green Household Cleaner & Laundry Products: Dollar Sales by Retail Channel, 2007–2011 (in millions)
    Figure 1-4: Green Household Cleaning & Laundry Products: Share of Dollar Sales by Retail Channel, 2011 (percent)
Market Forecast
  Green Cleaners to Grow Modestly, Outpace Non-Green Products
    Figure 1-5: Green Household Cleaner & Laundry Products: Projected Retail Dollar Sales, 2011–2016 (in millions)
Focus on Product Segments
  Green Household Cleaner Retail Sales by Product Segment
    Sales Concentrated in a Couple of Segments
    Figure 1-6: Green Household Cleaners: Mass-Market Dollar Shares by Product Segment, 2008 vs. 2011/2012 (percent)
  Retail Sales of Green Laundry Products by Segment
    Liquid Laundry Detergents Account for Most of Category
    Figure 1-7: Green Laundry Products: Mass-Market Dollar Shares by Product Segment, 2008 vs. 2011/2012 (percent)
Competitive Landscape
  Highly Concentrated Market
    Figure 1-8: Green Household Cleaners: Dollar Shares for Selected Mass-Market Brands, 2009 vs. 2011/2012 (percent)
Marketing and Retail Trends
  When Marketing “Green” Trust Is Key
    Table 1-4: Motivations and Barriers for Sustainable Purchases
  Green Advertising and Promotion
    Better by Comparison
Retail Dynamics
  Retailers Promote Green
  Private Label Opportunity for Retailers
    Table 1-5: Selected Private-Label Green Household Cleaner Brands, 2012
New Product Trends
  Resurgence of Activity by Traditional Green Manufacturers
    Table 1-6: Selected Green Household Cleaner New Product Introductions, 2010-2012
  Packaging a Focus of New Products
    More Sustainable Packaging
    Pouches Gain Some Traction
    Design Driven for Consumer Appeal
    Resurgence of Make Your Own Refills
  Created by People, Not Corporations
The Consumer
  Shared Responsibility for the Environment
    Table 1-7: Adults Who Agree a Lot and a Little With Selected Psychographic Statements Related to the Environment, 2009 vs. 2012 (percent)
  Declining Interest in Recycling
    Table 1-8: Consumers Who Agree a Lot or A Little With Selected Psychographic Statements Related to Recycling, 2008-2012 (percent)
  41% Say they used/purchased green cleaners within last year
  Clorox Green Works Most Popular
    Table 1-9: Usage Rates for Selected Brands of Green Household Cleaners, August 2012 (percent)
  Consumer Perceptions of Price, Effectiveness and Availability
    Table 1-10: Attitudes Toward Green Household Cleaning/Laundry Product Usage: February 2010 vs. August 2012 (percent)

CHAPTER 2: THE MARKET

Introduction
  Scope of Report
    Categories and Product Types
    What Is a Green Cleaner?
    Products Out of Scope of Market
  Methodology
Market Size and Growth
  Green Cleaner Sales at $640 Million in 2011
    Figure 2-1: Retail Dollar Sales of Green Household Cleaner & Laundry Products, 2007–2011 (in millions)
    Growth Declines After Several Years of Gains
    Table 2-1: Retail Dollar Sales of Green Household Cleaner & Laundry Products, 2007–2011 (in millions)
    Unit Sales
    Figure 2-2: Retail Unit Sales of Green Household Cleaner & Laundry Products, 2007–2011 (in millions)
    Average Unit Prices Lower, Then Higher
    Table 2-2: Green Household Cleaner & Laundry Products: Retail Unit Sales and Average Price per Unit, 2007–2011 (unit in millions and price in dollars)
  Category Sales
    Laundry Products Slightly Outpace Cleaners in Dollar Growth
    Table 2-3: Retail Dollar Sales of Green Household Cleaner & Laundry Products by Category, 2007–2011 (in millions)
    Green Laundry Products Close Gap with Cleaners
    Figure 2-3: Green Household Cleaner & Laundry Products: Retail Dollar Shares by Category, 2007–2011 (percent)
  Units & Prices by Category
    Green Household Cleaner and Laundry Product Unit Sales Grow at About the Same Rate
    Table 2-4: Retail Unit Sales of Green Household Cleaner & Laundry Products by Category: Year-over-Year Percent Change, 2007–2011
    Green Household Cleaners Account for Two-Thirds of Units
    Figure 2-4: Green Household Cleaner & Laundry Products: Retail Market Shares by Category, 2007–2011 (percent)
    Green Household Cleaners Show Unit Gains, Average Price Declines
    Table 2-5: Green Household Cleaners vs. Laundry Products: Average Retail Price per Unit, 2007–2011 (in dollars)
    Higher Prices a Barrier for Consumer
    Table 2-6: Average Retail Unit Prices for Selected Green Household Cleaner & Laundry Products, 2012 (in dollars)
  Channel Sales for Green Household Cleaners & Laundry Products
    Mass Retailers Capture Most of Market
    Table 2-7: Green Household Cleaner & Laundry Products: Dollar Sales by Retail Channel, 2007–2011 (in millions)
    Figure 2-5: Green Household Cleaning & Laundry Products: Share of Dollar Sales by Retail Channel, 2007 vs. 2011 (percent)
    Natural Supermarkets Decline
    Figure 2-6: Retail Dollar Sales of Green Household Cleaner & Laundry Products: Natural Supermarkets vs. All Other Channels, 2007–2011 (in millions)
    Table 2-8: Retail Dollar Sales of Green Household Cleaner & Laundry Products: Natural Supermarkets vs. All Other Channels, 2007–2011 (in millions)
Market Forecast
  Green Cleaners to Grow Modestly, Outpace Non-Green Products
    Figure 2-7: Green Household Cleaner & Laundry Products: Projected Retail Dollar Sales, 2011–2016 (in millions) Source: Packaged Facts

CHAPTER 3: FOCUS ON PRODUCT SEGMENTS

Sales by Product Segment
Green Household Cleaner Retail Sales by Product Segment
  Sales Concentrated in a Couple of Segments
  Figure 3-1: Green Household Cleaners: Mass-Market Dollar Shares by Product Segment, 2008 vs. 2011/2012 (percent)
  Dish Detergents Lead Sales Growth
  Table 3-1: SymphonyIRI-Tracked Sales of Green Household Cleaners: 2008, 2009, 2011, 2012 (dollar sales, unit sales, and average price per unit)
  All Purpose Cleaner Performance Sluggish
  Green Cloth Cleaners Perform Well
Retail Sales of Green Laundry Products by Segment
  Liquid Laundry Detergents Account for Most of Category
  Figure 3-2: Green Laundry Products: Mass-Market Dollar Shares by Product Segment, 2008 vs. 2011/2012 (percent)
  Green Laundry Products Decline
  Table 3-2: SymphonyIRI-Tracked Sales of Green Laundry Products: 2008, 2009, 2011, 2012 (dollar sales, unit sales, and average price per unit)

CHAPTER 4: COMPETITIVE LANDSCAPE

Highly Concentrated Market
  Figure 4-1: Green Household Cleaners: Dollar Shares for Selected Mass-Market Brands, 2009 vs. 2011/2012 (percent)
  Figure 4-2: Green Household Cleaner: Unit Shares for Selected Mass-Market Brands, 2008 vs. 2011/2012 (percent)
Top Green Cleaner Brand Performance
  Seventh Generation Performs Well
  Method Recovers and Thrives
  Purex Natural Elements
  Clorox Green Works Declines
  Caldrea/Mrs. Meyers (owned by SC Johnson) Grows
  Palmolive Relatively Small Player
  Arm & Hammer Essentials Plummets
  Earth Friendly Products
  Simple Green Relies on All Purpose Cleaner
  Planet Declines
  SC Johnson’s Nature's Source
  Other Green Cleaner Brands
  Table 4-1: Leading SymphonyIRI-Tracked Household Cleaner & Laundry Product Brands: 2008, 2009, and 2011/2012 (millions of dollars, millions of units, and price per unit)

CHAPTER 5: MARKETING AND RETAIL TRENDS

Marketing “Green”
  Trust Is Key
    Table 5-1 Motivations and Barriers for Sustainable Purchases
  Third Party Endorsements
    Illustration 5-1: Green Works DfE
  USDA Pushes Biobased Products
    Illustration 5-2: Seventh Generation BioPreferred Label
  Partnerships Complement Certifications
    Illustration 5-3: Method Partnerships & Certifications
  Greater Transparency
    Illustration 5-4: Green Works Ingredients
    Illustration 5-5: Earth Friendly Products Freedom Code
  Making Recycling Easier to Understand
    Illustration 5-6: How2Recycle Labels
  Making Recycling Easier for Hard to Recycle Packaging
    Illustration 5-7: Gimme 5
Green Advertising and Promotion
  Facebook Hot, But Only a Few Embrace
    Figure 5-1 Green Cleaner Brand Facebook Fanbase, August 2012 (number of “Likes”)
  Better by Comparison
    Illustration 5-8: Earth Friendly Comparison to Traditional Cleaners
    Illustration 5-9: Better Life Ingredient Comparison
Retail Dynamics
  Retailers Promote Green
  Whole Foods Eco-Scale Rating System
    Illustration 5-10: Whole Foods Eco-Scale
  Walmart’s GreenWERCS
    Illustration 5-11: GreenWERCS
  Private Label Opportunity for Retailers
    Table 5-2: Selected Private-Label Green Household Cleaner Brands, 2012

CHAPTER 6: NEW PRODUCT TRENDS

Introductions Driven by Mass Marketers in Past
  Resurgence of Activity by Traditional Green Manufacturers
  Table 6-1 Selected Green Household Cleaner New Product Introductions, 2010-2012
Packaging a Focus of New Products
  Method Breaks Tradition
  Illustration 6-1: Method Laundry Detergent Pump Bottle
  Illustration 6-2: Greenshield Organic Motherload 3 in 1 Laundry Station
  More Sustainable Packaging
  Illustration 6-3: Method Ocean Plastic
  Illustration 6-4: Ecover Plantplastic
  Illustration 6-5: Seventh Generation Natural 4X Laundry Detergent Fiber Bottle
  Illustration 6-6: Mountain Green 4x Free & Clear Eco-Bottle Laundry Detergent
  Pouches Gain Some Traction
  Illustration 6-7: Liquid Laundry Detergent Pouches
  Design Driven for Consumer Appeal
  Illustration 6-8: Method Orla Kiely Cleaning Collection
  Illustration 6-9: Vaska Packaging
  Illustration 6-10: Attitude Cleaners
  Illustration 6-11: Naturally It’s Clean
  Illustration 6-12: EcoStore USA
  Resurgence of Make Your Own Refills
  Illustration 6-13: JAWS (Just Add Water System)
  Illustration 6-14: Replenish Reusable Concentrate Mixing and Delivery System
  Illustration 6-15: IQ Cleaners
Created by People, Not Corporations
Unconventional Names Differentiate
  Illustration 6-16: Better Life Line
  Illustration 6-17: Eco-Me Line
  Illustration 6-18: Boulder Cleaners
New Use for Common Ingredient
  Illustration 6-19: Proxi

CHAPTER 7: THE CONSUMER

Note on Data Sources
  Shared Responsibility for the Environment
  Table 7-1: Adults Who Agree a Lot and a Little With Selected Psychographic Statements Related to the Environment, 2009 VS. 2012 (PERCENT)
  Declining Interest in Recycling
  Table 7-2: Consumers Who Agree a Lot or A Little With Selected Psychographic Statements Related to Recycling, 2008-2012 (percent)
  41% SAY THEY USED/PURCHASED GREEN CLEANERS WITHIN LAST YEAR
  Clorox Green Works Most Popular
  Table 7-3: Usage Rates for Selected Brands of Green Household Cleaners, August 2012 (percent)
  Demographic Differences in Brand Preference
  Table 7-4: Key Demographics for Selected Household Cleaner Brands, 2012 (index)
  Consumer Perceptions of Price, Effectiveness and Availability
  Table 7-5: Attitudes Toward Green Household Cleaning/Laundry Product Usage: February 2010 vs. August 2012 (percent)
  Brand Perception by Simmons Health and Well-Being Segments
  Table 7-6: Brand Use by Simmons Health and Well-Being Segments: 2012 (index)


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