As more and more people become environmentally conscious, more products appear on store shelves claiming to be “green,” “eco-friendly,” or “natural,” including household cleaning products like laundry detergent and disinfectant spray. American consumers are increasingly leaning towards “going green,” with many wanting healthier, safer, and more environmentally friendly choices in their products they use at home.
The market for eco-friendly cleaning products has surged in recent years, from total retail sales of $303 million in 2007 to $640 million in 2011, according to a report by Packaged Facts (2015). There was a dip in growth from 2010 to 2014 during the recession, suggesting that most consumers are not willing to pay for more expensive products even if they are more eco-friendly. For the most part, green cleaning still attracts a niche consumer, accounting for about 3% of the total household cleaner and laundry product market. But the fact remains that the market for eco-friendly products continues to rise. This paper examines market research conducted by Packaged Facts to understand why consumers want these products, what this type of consumer looks like, and how we can predict the market share for eco-friendly and green cleaning products is expected to grow in the coming years.
In a Packaged Facts (2015) market report entitled Green Household Cleaning Products in the U.S., 3rd Edition, a detailed analysis of eco-friendly cleaning products covers market size and growth, predictions and market forecast, a look at consumer habits, product trends, and competition. The consumer is ultimately the most important part of this equation since green cleaning falls under a small niche, albeit the market is still growing over time.
P. (2015, March 15). Green Household Cleaning and Laundry Products in the U.S., 3rd Edition. Retrieved February 6, 2019, from https://www.packagedfacts.com/Green-Household-Cleaning-8825323/
Packaged Facts. (2015, April 30). Report: Growth Opportunities Remain for Green Household Cleaning Products Market [Press release]. Retrieved February 6, 2019, from https://www.prnewswire.com/news-releases/report-growth-opportunities-remain-for-green-household-cleaning-products-market-300075221.html