Green Cleaning Products in the U.S.Report Details:Published:August 2012No. of Pages: 104Price: Single User License – US$30...
gathering data from relevant trade, business and government sources, as well as companypromotional literature and annual r...
Retail Channel Sales and SharesTable 1-3: Green Household Cleaner & Laundry Products: Dollar Sales by Retail Channel,2007–...
Table 1-7: Adults Who Agree a Lot and a Little With Selected Psychographic Statements Relatedto the Environment, 2009 vs. ...
over-Year Percent Change, 2007–2011Green Household Cleaners Account for Two-Thirds of UnitsFigure 2-4: Green Household Cle...
Table 3-2: SymphonyIRI-Tracked Sales of Green Laundry Products: 2008, 2009, 2011, 2012(dollar sales, unit sales, and avera...
Green Advertising and PromotionFacebook Hot, But Only a Few EmbraceFigure 5-1: Green Cleaner Brand Facebook Fanbase, Augus...
Illustration 6-16: Better Life LineIllustration 6-17: Eco-Me LineIllustration 6-18: Boulder CleanersNew Use for Common Ing...
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Green Cleaning Products in the U.S.

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Green Cleaning Products in the U.S.

  1. 1. Green Cleaning Products in the U.S.Report Details:Published:August 2012No. of Pages: 104Price: Single User License – US$3000Continued consumer interest in and understanding of more sustainable lifestyles has driven theU.S. market for "green" (eco-friendly) cleaning products—including household surface cleanersand laundry products—to total retail sales of $640 million in 2011, up from $303 million in 2007, fora compound annaul growth rate (CAGR) of 20%. Correspondingly, 41% of respondents to anonline Packaged Facts consumer survey conducted in August 2012 indicated that they hadpurchased or used natural, organic, or eco-friendly household cleaning/laundry products within theprevious 12 months, up from 38% in February 2009.Green cleaners continue to expand beyond the shelves of health and natural product stores toreach consumers at mass outlets, such that general merchandise stores such as Walmart andTarget now lead all retail channels in total sales of green cleaners. Nonetheless, traditional greenbrands with enough critical mass to support a substantially larger market will drive market gains.Green products will likely outperform conventional non-green cleaners due to higher price pointsand loyal usage by core and converted consumers, and may accelerate if economic conditionsimprove.Scope of ReportGreen Cleaning Products in the U.S. presents a detailed analysis of the U.S. market for greenconsumer household and laundry cleaner products. The report outlines key issues and trendsaffecting the overall market and analyzes all product segments. It also discusses major playersand brands and analyzes their performance in terms of sales and market share. Market size dataare provided for 2007–2011 and projections for 2012–2016 are included. All retail channels thatsell consumer cleaning products are covered and considered in overall market size estimates,market trends discussion, and competitive analysis.MethodologyThe information in this report was obtained from both primary and secondary research. Primaryresearch included proprietary Packaged Facts online consumer surveys as well as consultationwith industry sources and on-site examinations of the retail sector. Secondary research entailed
  2. 2. gathering data from relevant trade, business and government sources, as well as companypromotional literature and annual reports.Our estimates of market size and company performance are based on reported revenues ofproduct manufacturers and retailers; SymphonyIRI Group’s InfoScan Review data, which trackssales in supermarkets, drugstores and mass merchandisers other than Walmart; SPINSscanNatural data from SPINS, Inc., which tracks sales in the natural supermarket channel and in thespecialty gourmet supermarket channel; and figures from other market research sources.Our analysis of consumer trends primarily relies on Packaged Facts consumer surveys and oncross-tabulations of data compiled by Experian Simmons, New York, NY. On an ongoing basis,Experian Simmons conducts booklet-based surveys of a large and random sample of consumerswho in aggregate represent a statistically accurate cross-section of the U.S. population. The 2008through 2012 surveys cited in this report are based on samples of approximately 25,000 U.S.adults.Get your copy of this report @http://www.reportsnreports.com/reports/190920-green-cleaning-products-in-the-us.htmlMajor points covered in Table of Contents of this report includeTable Of ContentsChapter 1: Executive SummaryScope of ReportCategories and Product TypesWhat Is a Green Cleaner?MethodologyMarket Size and GrowthGreen Cleaner Sales at $640 Million in 2011Figure 1–1: Retail Dollar Sales of Green Household Cleaning & Laundry Products, 2007–2011 (inmillions)Unit SalesFigure 1-2: Retail Unit Sales of Green Household Cleaning & Laundry Products, 2007–2011 (inmillions)Average Unit Prices Lower, Then HigherTable 1-1: Green Household Cleaning & Laundry Products: Retail Unit Sales and Average Priceper Unit, 2007–2011 (unit in millions and price in dollars)Product Category Sales and SharesTable 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)
  3. 3. Retail Channel Sales and SharesTable 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 RetailChannel, 2011 (percent)Market ForecastGreen Cleaners to Grow Modestly, Outpace Non-Green ProductsFigure 1-5: Green Household Cleaner & Laundry Products: Projected Retail Dollar Sales,2011–2016 (in millions) Source: Packaged FactsFocus on Product SegmentsGreen Household Cleaner Retail Sales by Product SegmentSales Concentrated in a Couple of SegmentsFigure 1-6: Green Household Cleaners: Mass-Market Dollar Shares by Product Segment, 2008vs. 2011/2012 (percent)Retail Sales of Green Laundry Products by SegmentLiquid Laundry Detergents Account for Most of CategoryFigure 1-7: Green Laundry Products: Mass-Market Dollar Shares by Product Segment, 2008 vs.2011/2012 (percent)Competitive LandscapeHighly Concentrated MarketFigure 1-8: Green Household Cleaners: Dollar Shares for Selected Mass-Market Brands, 2009 vs.2011/2012 (percent)Marketing and Retail TrendsWhen Marketing “Green” Trust Is KeyTable 1-4: Motivations and Barriers for Sustainable PurchasesGreen Advertising and PromotionBetter by ComparisonRetail DynamicsRetailers Promote GreenPrivate Label Opportunity for RetailersTable 1-5: Selected Private-Label Green Household Cleaner Brands, 2012New Product TrendsResurgence of Activity by Traditional Green ManufacturersTable 1-6: Selected Green Household Cleaner New Product Introductions, 2010-2012Packaging a Focus of New ProductsMore Sustainable PackagingPouches Gain Some TractionDesign Driven for Consumer AppealResurgence of Make Your Own RefillsCreated by People, Not CorporationsThe ConsumerShared Responsibility for the Environment
  4. 4. Table 1-7: Adults Who Agree a Lot and a Little With Selected Psychographic Statements Relatedto the Environment, 2009 vs. 2012 (percent)Declining Interest in RecyclingTable 1-8: Consumers Who Agree a Lot or A Little With Selected Psychographic StatementsRelated to Recycling, 2008-2012 (percent)41% Say They Used/Purchased Green Cleaners Within Last YearClorox Green Works Most PopularTable 1-9: Usage Rates for Selected Brands of Green Household Cleaners, August 2012 (percent)Consumer Perceptions of Price, Effectiveness and AvailabilityTable 1-10: Attitudes Toward Green Household Cleaning/Laundry Product Usage: February 2010vs. August 2012 (percent)Chapter 2: The MarketIntroductionScope of ReportCategories and Product TypesWhat Is a Green Cleaner?Products Out of Scope of MarketMethodologyMarket Size and GrowthGreen Cleaner Sales at $640 Million in 2011Figure 2-1: Retail Dollar Sales of Green Household Cleaner & Laundry Products, 2007–2011 (inmillions)Growth Declines After Several Years of GainsTable 2-1: Retail Dollar Sales of Green Household Cleaner & Laundry Products, 2007–2011 (inmillions)Unit SalesFigure 2-2: Retail Unit Sales of Green Household Cleaner & Laundry Products, 2007–2011 (inmillions)Average Unit Prices Lower, Then HigherTable 2-2: Green Household Cleaner & Laundry Products: Retail Unit Sales and Average Priceper Unit, 2007–2011 (unit in millions and price in dollars)Category SalesLaundry Products Slightly Outpace Cleaners in Dollar GrowthTable 2-3: Retail Dollar Sales of Green Household Cleaner & Laundry Products by Category,2007–2011 (in millions)Green Laundry Products Close Gap with CleanersFigure 2-3: Green Household Cleaner & Laundry Products: Retail Dollar Shares by Category,2007–2011 (percent)Units & Prices by CategoryGreen Household Cleaner and Laundry Product Unit Sales Grow at About the Same RateTable 2-4: Retail Unit Sales of Green Household Cleaner & Laundry Products by Category: Year-
  5. 5. over-Year Percent Change, 2007–2011Green Household Cleaners Account for Two-Thirds of UnitsFigure 2-4: Green Household Cleaner & Laundry Products: Retail Market Shares by Category,2007–2011 (percent)Green Household Cleaners Show Unit Gains, Average Price DeclinesTable 2-5: Green Household Cleaners vs. Laundry Products: Average Retail Price per Unit,2007–2011 (in dollars)Higher Prices a Barrier for ConsumerTable 2-6: Average Retail Unit Prices for Selected Green Household Cleaner & Laundry Products,2012 (in dollars)Channel Sales for Green Household Cleaners & Laundry ProductsMass Retailers Capture Most of MarketTable 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 RetailChannel, 2007 vs. 2011 (percent)Natural Supermarkets DeclineFigure 2-6: Retail Dollar Sales of Green Household Cleaner & Laundry Products: NaturalSupermarkets vs. All Other Channels, 2007–2011 (in millions)Table 2-8: Retail Dollar Sales of Green Household Cleaner & Laundry Products: NaturalSupermarkets vs. All Other Channels, 2007–2011 (in millions)Market ForecastGreen Cleaners to Grow Modestly, Outpace Non-Green ProductsFigure 2-7: Green Household Cleaner & Laundry Products: Projected Retail Dollar Sales,2011–2016 (in millions) Source: Packaged FactsChapter 3: Focus on Product SegmentsSales by Product SegmentGreen Household Cleaner Retail Sales by Product SegmentSales Concentrated in a Couple of SegmentsFigure 3-1: Green Household Cleaners: Mass-Market Dollar Shares by Product Segment, 2008vs. 2011/2012 (percent)Dish Detergents Lead Sales GrowthTable 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 SluggishGreen Cloth Cleaners Perform WellRetail Sales of Green Laundry Products by SegmentLiquid Laundry Detergents Account for Most of CategoryFigure 3-2: Green Laundry Products: Mass-Market Dollar Shares by Product Segment, 2008 vs.2011/2012 (percent)Green Laundry Products Decline
  6. 6. 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 LandscapeHighly Concentrated MarketFigure 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 PerformanceSeventh Generation Performs WellMethod Recovers and ThrivesPurex Natural ElementsClorox Green Works DeclinesCaldrea/Mrs. Meyers (owned by SC Johnson) GrowsPalmolive Relatively Small PlayerArm & Hammer Essentials PlummetsEarth Friendly ProductsSimple Green Relies on All Purpose CleanerPlanet DeclinesSC Johnson’s Natures SourceOther Green Cleaner BrandsTable 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 TrendsMarketing “Green”Trust Is KeyTable 5-1: Motivations and Barriers for Sustainable PurchasesThird Party EndorsementsIllustration 5-1: Green Works DfEUSDA Pushes Biobased ProductsIllustration 5-2: Seventh Generation BioPreferred LabelPartnerships Complement CertificationsIllustration 5-3: Method Partnerships & CertificationsGreater TransparencyIllustration 5-4: Green Works IngredientsIllustration 5-5: Earth Friendly Products Freedom CodeMaking Recycling Easier to UnderstandIllustration 5-6: How2Recycle LabelsMaking Recycling Easier for Hard to Recycle PackagingIllustration 5-7: Gimme 5
  7. 7. Green Advertising and PromotionFacebook Hot, But Only a Few EmbraceFigure 5-1: Green Cleaner Brand Facebook Fanbase, August 2012 (number of “Likes”)Better by ComparisonIllustration 5-8: Earth Friendly Comparison to Traditional CleanersIllustration 5-9: Better Life Ingredient ComparisonRetail DynamicsRetailers Promote GreenWhole Foods Eco-Scale Rating SystemIllustration 5-10: Whole Foods Eco-ScaleWalmart’s GreenWERCSIllustration 5-11: GreenWERCSPrivate Label Opportunity for RetailersTable 5-2: Selected Private-Label Green Household Cleaner Brands, 2012Chapter 6: New Product TrendsIntroductions Driven by Mass Marketers in PastResurgence of Activity by Traditional Green ManufacturersTable 6-1: Selected Green Household Cleaner New Product Introductions, 2010-2012Packaging a Focus of New ProductsMethod Breaks TraditionIllustration 6-1: Method Laundry Detergent Pump BottleIllustration 6-2: Greenshield Organic Motherload 3 in 1 Laundry StationMore Sustainable PackagingIllustration 6-3: Method Ocean PlasticIllustration 6-4: Ecover PlantplasticIllustration 6-5: Seventh Generation Natural 4X Laundry Detergent Fiber BottleIllustration 6-6: Mountain Green 4x Free & Clear Eco-Bottle Laundry DetergentPouches Gain Some TractionIllustration 6-7: Liquid Laundry Detergent PouchesDesign Driven for Consumer AppealIllustration 6-8: Method Orla Kiely Cleaning CollectionIllustration 6-9: Vaska PackagingIllustration 6-10: Attitude CleanersIllustration 6-11: Naturally It’s CleanIllustration 6-12: EcoStore USAResurgence of Make Your Own RefillsIllustration 6-13: JAWS (Just Add Water System)Illustration 6-14: Replenish Reusable Concentrate Mixing and Delivery SystemIllustration 6-15: IQ CleanersCreated by People, Not CorporationsUnconventional Names Differentiate
  8. 8. Illustration 6-16: Better Life LineIllustration 6-17: Eco-Me LineIllustration 6-18: Boulder CleanersNew Use for Common IngredientIllustration 6-19: ProxiChapter 7: The ConsumerNote on Data SourcesShared Responsibility for the EnvironmentTable 7-1: Adults Who Agree a Lot and a Little With Selected Psychographic Statements Relatedto the Environment, 2009 vs. 2012 (percent)Declining Interest in RecyclingTable 7-2: Consumers Who Agree a Lot or A Little With Selected Psychographic StatementsRelated to Recycling, 2008-2012 (percent)41% Say They Used/Purchased Green Cleaners Within Last YearClorox Green Works Most PopularTable 7-3: Usage Rates for Selected Brands of Green Household Cleaners, August 2012 (percent)Demographic Differences in Brand PreferenceTable 7-4: Key Demographics for Selected Household Cleaner Brands, 2012 (index)Consumer Perceptions of Price, Effectiveness and AvailabilityTable 7-5: Attitudes Toward Green Household Cleaning/Laundry Product Usage: February 2010vs. August 2012 (percent)Brand Perception by Simmons Health and Well-Being SegmentsTable 7-6: Brand Use by Simmons Health and Well-Being Segments: 2012 (index)Contact: sales@reportsandreports.com for more information.

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