Rockville, MD—As more and more consumers are beginning to recognize the benefits of a sustainable lifestyle, manufacturers of household cleaners are learning that they too need to join the eco-friendly revolution.
“Green” Household Cleaning Products in the U.S.: Bathroom Cleaners, Laundry Care and Dish Detergents, and Household Cleaners, a recent report from market researcher Packaged Facts, attests to the fact that the green cleaner market is on the rise. Consumers are searching for sustainable and responsible products for all aspects of life, including cleaning and laundry.
Last year, retail sales of green cleaners totaled $557 million, approximately a 229% increase since 2005 and the numbers are expected to rise exponentially. While green cleaners comprised 3% of the total household and laundry cleaner retail market in 2009, Packaged Facts anticipates the number to jump to 7% by 2014. In fact, they are estimating a compound annual growth rate of 27% to reach $1.6 billion by that same year.
As of February 2010, 42% of consumers, approximately 48 million households, reported buying an eco-friendly household product within the previous year, as opposed to only 38% the year before. This equals about $12 per customer household compared to the market’s $557 million in total sales.
Through the media, eco-specific green marketers, and the introduction of mass-marketer brand extensions, there are endless opportunities to cultivate growth and connection with consumers.
Published in WholeFoods Magazine, September 2010 (published ahead of print on June 28, 2010)