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

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

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

  • Get more info on this report!"Green" Household Cleaning Products in the U.S.: BathroomCleaners, Laundry Care and Dish Detergents and Household CleanersJune 1, 2010The U.S. market for household and laundry cleaning products is well on its way to amajor shift in marketing strategies, product innovation and ingredient stories—primarilydue to the continued consumer interest and understanding of greener and moresustainable lifestyles. The sweet spot for accelerated growth and highly profitable saleslooks to be in eco-friendly products that target multiple consumer desires rather than asingle stand alone functional benefit. These benefits may include: efficacy, safety, ease-of-use and convenience mixed with more emotional and sensory benefits. While greencleaners accounted for just a small sliver of the overall household cleaner market in2009, Packaged Facts expects more and more consumers to make cleaning a lifestylechoice rather than simply a sanitary chore, pushing green cleaners from the fringe intothe 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 productgrowth and offers opportunities for those nimble enough to take advantage of a marketexpected 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 theU.S. green household cleaning and laundry products market and is put in context withthe overall household cleaner market. Also included is an extensive look atmarketplace, consumer, and new product trends affecting the industry, includinganalysis based on Packaged Facts proprietary consumer survey conducted in February2010. The green household cleaning product segments covered include: Dish Detergents Bathroom Cleaners General Household Cleaners Laundry Care & Detergents Miscellaneous CleanersRead an excerpt from this report below.
  • Additional InformationMarket Insights: A Selection From The ReportScents of Note: Citrus, Ozone, FloralsIn terms of broader scent arenas, citrus (64), ozone (28), and florals (28) havedominated introductions. The history of citrus in cleaning products is long as citrusscents evoke efficacy, but more modern scents such as lavender and ozone are movinginto the efficacy space too. More interesting is the introduction of more scents based onherbs and spices, such as cinnamon, coriander, rosemary, and thyme, and those thatreflect an Asian inspiration such as green tea, ylang ylang, lemongrass, eucalyptus, andkai.Mainstream Marketers Continue to Introduce GreenSeveral powerful mainstream marketers have launched green household products inthe past few years. These include The Clorox Co. (Green Works household cleaners,dish and laundry products), Church & Dwight Co., Inc. (Arm & Hammer Essentialshousehold cleaners); and SC Johnson & Son, Inc. (Nature’s Source householdcleaners). Packaged Facts fully expects that other major household names are alsodeveloping greener products that will be introduced to market soon.Packaged Facts Surveys on Use of Green Household CleanersPackaged Facts online consumer surveys conducted in February 2009 and February2010 indicate that the green household cleaners market is capitalizing to a degree onopportunities for growth. As of February 2009, 38% of online survey respondentsindicated that had used natural, organic, or ecologically friendly householdcleaning/laundry products within the previous 12 months. Of the total respondents, 30%had purchased green household cleaning/maintenance products, and 25% hadpurchased green laundry products.A year later, according to a February 2010 online survey, 42% of adult consumersreported having used a natural, organic, or ecologically friendly householdcleaning/laundry products, while 25% reported having used vinegar, lemon juice, bakingsoda or other common household items as alternatives to commercial-formulahousehold cleaners.
  • Table of ContentsChapter 1: Executive Summary Scope Categories and Products What Is a Green Cleaner? Products Out of Scope MethodologyMarket 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 ProductsMarketing 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 RampantRetail 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 RetailNew 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 GreenConsumer 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 MarketChapter 2: The Market Scope Categories and Products What Is a Green Cleaner?
  • Products Out of Scope MethodologyMarket 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 ChannelsMarket 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 ResultsChapter 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 CleanersChapter 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 RetailChapter 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 GreenChapter 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
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