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Environmentally-friendly Cleaning Products - US - January 2009

The environmentally friendly products still represent only a small share of the wider $5 billion household cleaning product market. However, driven by a range of consumer concerns related to environmental health, allergies and chemicals in their homes, "green" cleaning products became the hot product in 2008.

While broader social changes and widely held consumer attitudes support growth in eco-friendly products, consumer doubts about the value and effectiveness of green products are also widespread.

Analysis and insights include:

  • A profile of which consumer groups are most interested in environmentally-friendly products

  • Value and effectiveness of "green" cleaners

  • Which "green" brands are most popular among consumers of different genders, ages, household incomes and ethnicities

  • Which consumers are most interested in child-safe and environmentally-friendly products

  • What are consumer reservations and concerns relative to "green" cleaning products

  • How does concern with chemicals and allergies shape interest in "green" products

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Dynamic market almost doubles in 2008 with Clorox Green Works entrance
                      • Competition from conventional cleaners and home-made products
                        • Household cleaners comprise largest, fastest-growing segment due to Clorox Green Works
                          • Household surface cleaners comprise largest, fastest-growing segment
                            • Cleaner clothes/wipes have shown slower growth in 2007-08
                              • Floor cleaners/wax removers, a small segment with strong potential for growth
                                • Rug/upholstery/fabric cleaners, a small and slow-growing segment
                                  • Clorox Green Works has led to expanded offerings at conventional supermarkets and drug stores
                                    • Market Drivers: Broad green movement, concern with healthy/safety, allergies, ongoing doubts about cost/effectiveness and demographics
                                      • Clorox transforms market
                                        • Surface cleaners brand share: Clorox dominates segment
                                          • Wipes, rug/upholstery, and floor cleaners brand share: Method has largest number of offerings
                                            • Unifying themes and distinct identities mark the major brands
                                              • Innovation in the form of product offerings, kits, and marketing
                                                • Major advertising campaigns target moms, emphasize environment and cost
                                                  • Broad interest in “green” cleaners among consumers, but also doubts
                                                    • “Child-safe” is essential to marketing to families, but confusion lingers about designation
                                                      • Natural ingredients most important
                                                        • Allergies and concern about chemicals important, especially for those with kids
                                                          • Many consumers still seeking a brand they “trust”—a third use household ingredients for cleaning
                                                            • Simple Green leads HH penetration, with Green Works rising fast
                                                              • Hispanics and Asians are key consumers of green products; warrant marketing focus
                                                              • Insights and Opportunities

                                                                • Private label green products could do well
                                                                  • Reusable containers and refillable packaging
                                                                    • Co-branding and packaging of kits
                                                                    • Fast Forward Trends

                                                                      • Transparency
                                                                        • What's it about?
                                                                          • What we've seen
                                                                            • Implications
                                                                              • Trust In Me
                                                                                • What's it about?
                                                                                  • What we’ve seen
                                                                                    • Implications
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Figure 1: FDMx sales and forecast of environmentally friendly household cleaning products, at current prices, 2003-13
                                                                                        • Figure 2: FDMx sales and forecast of environmentally friendly household cleaning products, at inflation adjusted prices, 2003-13
                                                                                    • Competitive Context

                                                                                      • Key points
                                                                                        • Conventional cleaners’ price edge eroding
                                                                                          • Figure 3: Prices of select green and conventional cleaning products, through Wal-Mart, January 2009
                                                                                        • Competition from innovative conventional cleaning products
                                                                                          • Figure 4: U.S. new household cleaning product introductions, 2002-08
                                                                                        • Home-made cleaners can offer competition with store-bought products
                                                                                          • Figure 5: Consumers making their own cleaners, October 2008
                                                                                          • Figure 6: Prices for select ingredients of home-made cleaners, January 2009
                                                                                      • Segment Performance—Overview

                                                                                        • Key points
                                                                                            • Figure 7: FDMx sales of environmentally friendly cleaning products, at current prices, by segment, 2002-08
                                                                                          • Two-year sales underscores dramatic growth in household surface cleaners
                                                                                            • Figure 8: FDMx sales of environmentally friendly household cleaning products, by segment, 2007 and 2008
                                                                                        • Segment Performance—Household Surface Cleaners

                                                                                          • Key points
                                                                                              • Figure 9: FDMx sales of environmentally friendly household surface cleaners, at current prices, 2003-08
                                                                                            • All-purpose cleaner is largest sub-segment, but more specialized products are growing faster
                                                                                              • Figure 10: FDMx sales of environmentally friendly household surface cleaners, by sub-segment, 2007 and 2008
                                                                                          • Segment Performance—Cleaning Cloths/Wipes

                                                                                            • Key points
                                                                                              • Figure 11: FDMx sales of environmentally friendly cleaning cloths/wipes, 2003-08
                                                                                            • All-purpose wipes dominate the segment
                                                                                              • Figure 12: FDMx sales of environmentally friendly cleaning cloths/wipes, by sub-segment, 2007 and 2008
                                                                                          • Segment Performance—Floor Cleaners/Wax Removers

                                                                                            • Key points
                                                                                              • Figure 13: FDMx sales of environmentally friendly floor cleaners/wax removers, 2003-08
                                                                                          • Segment Performance—Rug/Upholstery/Fabric Cleaners

                                                                                            • Key points
                                                                                                • Figure 14: FDMx sales of environmentally friendly rug/upholstery cleaners, 2003-08
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                  • Figure 15: U.S. sales of environmentally friendly household cleaning products, by retail channel, 2007 and 2008
                                                                                              • Retail Channels—Supermarkets

                                                                                                • Key points
                                                                                                  • Figure 16: U.S. FDM sales of environmentally friendly household cleaning products at supermarkets, at current prices, 2003-08
                                                                                              • Retail Channels—General Merchandise Stores

                                                                                                • Key points
                                                                                                  • The role of Wal-Mart
                                                                                                    • Figure 17: U.S. FDM sales of environmentally friendly household cleaning products at general merchandise stores, excluding Wal-Mart, at current prices, 2003-08
                                                                                                • Retail Channels—Drugstores

                                                                                                  • Key points
                                                                                                    • Figure 18: U.S. FDM sales of environmentally friendly household cleaning products at drugstores, at current prices, 2003-08
                                                                                                • Retail Channels—Natural Channels

                                                                                                  • Key points
                                                                                                    • Figure 19: Natural product channel sales of environmentally friendly cleaners, at current prices and inflation adjusted prices, three years ending November 4, 2008
                                                                                                  • Brand sales of environmentally friendly cleaners through natural channel
                                                                                                    • Figure 20: Brand sales of environmentally friendly cleaners through natural product channel, 2006 and 2008
                                                                                                • Market Drivers

                                                                                                  • Key points
                                                                                                    • Broad-based concern with the environment and growing “green” social movement
                                                                                                      • Consumer concern with environment is increasing
                                                                                                        • Figure 21: Degree of concern relative to environment, by gender, October 2008
                                                                                                      • Almost all consumers believe their shopping decisions make a difference, and many actively try to reduce waste and avoid chemicals
                                                                                                        • Figure 22: Belief that shopping habits make a difference, October 2008
                                                                                                      • Strong growth in the “super green” category of consumers
                                                                                                        • Figure 23: Change in frequency of “green” consumer population, August 2006-December 2007
                                                                                                      • Life-stage shapes degree of “green” commitment and nature of interest
                                                                                                          • Figure 24: More concerned with economy or tired of hearing of environment, by age, October 2008
                                                                                                          • Figure 25: More concerned with economy or tired of hearing of environment, by ethnicity, October 2008
                                                                                                        • Health and safety concerns relative to chemicals and toxins
                                                                                                          • Figure 26: Worried about chemicals in household cleaning products, October 2008
                                                                                                          • Figure 27: Willing to pay more for child-safe cleaning products, October 2008
                                                                                                        • Allergies fuel demand for green cleaning products
                                                                                                          • Figure 28: Buys green cleaning products due to allergies in household, October 2008
                                                                                                        • Doubts about the definition and effectiveness of “green” and “child-safe”
                                                                                                            • Figure 29: Attitudes towards child-safe products, by children in household, October 2008
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • Prior to 2008, four privately owned companies dominate supply structure
                                                                                                                • Figure 30: FDMx sales of leading environmentally friendly household cleaning products companies, 2007 and 2008
                                                                                                            • Brand Share—Household Surface Cleaners

                                                                                                              • All-purpose cleaners and disinfectants
                                                                                                                • Key points
                                                                                                                  • Clorox Green Works leads all-purpose cleaners
                                                                                                                      • Figure 31: FDMx brand sales of environmentally friendly all-purpose cleaners/disinfectants, 2007 and 2008
                                                                                                                    • Non-abrasive tub and tile cleaners
                                                                                                                      • Key points
                                                                                                                          • Figure 32: FDMx brand sales of environmentally friendly non-abrasive tub/tile cleaners, 2007 and 2008
                                                                                                                        • Glass cleaners/ammonia
                                                                                                                          • Key points
                                                                                                                            • Figure 33: FDMx brand sales of environmentally friendly glass cleaners/ammonia, 2007 and 2008
                                                                                                                          • Toilet bowl cleaners and disinfectants
                                                                                                                            • Key points
                                                                                                                              • Figure 34: FDMx brand sales of environmentally friendly toilet bowl cleaners/deodorizers, 2007 and 2008
                                                                                                                            • Specialty cleaners/polishes
                                                                                                                              • Key points
                                                                                                                                • Figure 35: FDMx brand sales of environmentally friendly specialty cleaners/polishes, 2007 and 2008
                                                                                                                              • Oven/appliance cleaners
                                                                                                                                • Key points
                                                                                                                                  • Figure 36: FDMx brand sales of environmentally friendly specialty over/appliance cleaners, 2007 and 2008
                                                                                                                              • Brand Share—Cleaning Cloths/Wipes

                                                                                                                                • Key points
                                                                                                                                  • Figure 37: FDMx brand sales of environmentally friendly household cleaning cloths/wipes, 2007 and 2008
                                                                                                                              • Brand Share—Floor Cleaners/Wax Removers

                                                                                                                                • Method dominates category with O Mop
                                                                                                                                  • Figure 38: FDMx brand sales of environmentally friendly floor cleaners/wax removers, 2007 and 2008
                                                                                                                              • Brand Share—Rug/Upholstery Cleaners

                                                                                                                                • Key points
                                                                                                                                  • Figure 39: FDMx brand sales of environmentally friendly rug/upholstery cleaners, 2007 and 2008
                                                                                                                              • Brand Qualities

                                                                                                                                • Key points
                                                                                                                                  • Clorox Green Works (The Clorox Company)
                                                                                                                                    • Method (Method Products)
                                                                                                                                      • Mrs. Meyer’s (SC Johnson)
                                                                                                                                        • Seventh Generation
                                                                                                                                          • Simple Green (Sunshine Makers)
                                                                                                                                          • Innovation and Innovators

                                                                                                                                            • Key points
                                                                                                                                              • Clorox Green Works is first green brand of a major mainstream supplier
                                                                                                                                                • Church & Dwight’s Arm & Hammer Essentials brand is economical and eco-friendly
                                                                                                                                                  • Method offers sleek design and innovative products
                                                                                                                                                    • Seventh Generation uses innovative website and microsite to advance green causes
                                                                                                                                                      • Simple Green introduces new “Naturals” product line
                                                                                                                                                        • Mrs. Meyer’s offers holiday kits and products for baby’s room
                                                                                                                                                        • Television Advertising Campaigns

                                                                                                                                                          • Key points
                                                                                                                                                            • Advertising themes
                                                                                                                                                              • Moms using this product are responsible… and hip
                                                                                                                                                                • Figure 40: Clorox Green Works television ad, 2008
                                                                                                                                                                • Figure 41: Arm & Hammer television ad, 2008
                                                                                                                                                              • Making green cleaners a part of a broader “green” lifestyle … which should be easy, fun and hip
                                                                                                                                                                • Figure 42: Green Works television ad, 2007
                                                                                                                                                                • Figure 43: Green Works television ad, 2007
                                                                                                                                                              • Save the planet… and money too!
                                                                                                                                                                • Figure 44: Arm & Hammer television ad, 2008
                                                                                                                                                                • Figure 45: Arm & Hammer television ad, 2008
                                                                                                                                                            • Web Marketing

                                                                                                                                                              • Introduction
                                                                                                                                                                • Sponsored links on search engines and “green” living sites
                                                                                                                                                                  • Green Works (Clorox)
                                                                                                                                                                    • Method
                                                                                                                                                                      • Mrs. Meyer’s (SC Johnson)
                                                                                                                                                                        • Seventh Generation
                                                                                                                                                                          • Simple Green
                                                                                                                                                                          • Commitment and Attitudes towards Green Cleaning Products

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Strong interest in “green” cleaners, especially among younger consumers and those with kids
                                                                                                                                                                                  • Figure 46: Buy environtmentally friendly cleaning products whenever possible, October 2008
                                                                                                                                                                                • Significant concerns remain about cost, effectiveness and utility
                                                                                                                                                                                  • Figure 47: Negative attitudes towards environmentally friendly cleaning products, by gender, October 2008
                                                                                                                                                                                • Concern with cost falls with age, while doubts about the need increase
                                                                                                                                                                                  • Figure 48: Negative attitudes towards environmentally friendly cleaning products, by age, October 2008
                                                                                                                                                                              • Commitment to and Attitudes towards Child-Safe Cleaning Products

                                                                                                                                                                                • Key points
                                                                                                                                                                                    • Figure 49: Willing to pay more for child-safe cleaning products, October 2008
                                                                                                                                                                                  • Uncertainty widespread about whether products are child-safe
                                                                                                                                                                                    • Figure 50: Attitudes towards child-safe products, by age, October 2008
                                                                                                                                                                                • Qualities Sought in Green Cleaning Products

                                                                                                                                                                                  • Key points—Natural ingredients most important
                                                                                                                                                                                      • Figure 51: Qualities sought in environmentally friendly cleaning products, by gender, October 2008
                                                                                                                                                                                    • Younger consumers place greater emphasis on packaging and corporate practices
                                                                                                                                                                                      • Figure 52: What looks for in environmentally friendly cleaning products, by age, October 2008
                                                                                                                                                                                    • Upper incomes have higher interest in green packaging
                                                                                                                                                                                      • Figure 53: What looks for in environmentally friendly cleaning products, by household income, October 2008
                                                                                                                                                                                    • Larger households put greater emphasis on packaging
                                                                                                                                                                                      • Figure 54: What looks for in environmentally friendly cleaning products, by children in household, October 2008
                                                                                                                                                                                    • Singles show greater interest in corporate practices
                                                                                                                                                                                      • Figure 55: What looks for in environmentally friendly cleaning products, by household size, October 2008
                                                                                                                                                                                  • Allergies and Concern with Chemicals

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Figure 56: Buys environmentally friendly cleaning products due to allergies in household, by demographic groups, October 2008
                                                                                                                                                                                      • Figure 57: Concerned with chemicals in household cleaning products, by demographic groups, October 2008
                                                                                                                                                                                  • Attitudes Related to Brands and Purchasing

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Many consumers still seeking trustworthy brand and make some of their own cleaners
                                                                                                                                                                                        • Figure 58: Seeking trusted brand and makes own cleaners, by gender, October 2008
                                                                                                                                                                                      • Online buying high among males, 18-35s, upper-income and larger households
                                                                                                                                                                                        • Figure 59: Order environmentally friendly cleaning products online, October 2008
                                                                                                                                                                                    • Brand Preference

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Simple Green most widely purchased, but Clorox Green Works shows strong market presence
                                                                                                                                                                                          • Figure 60: Brand environmentally friendly household cleaner purchased, by gender, October 2008
                                                                                                                                                                                        • Those aged 18-34 buy greatest variety and number of brands
                                                                                                                                                                                          • Figure 61: Brand environmentally friendly household cleaner purchased, by age, October 2008
                                                                                                                                                                                        • Households with children buy greatest range of brands
                                                                                                                                                                                          • Figure 62: Brand environmentally friendly household cleaner purchased, by gender, October 2008
                                                                                                                                                                                        • Income drives the variety of brands purchased
                                                                                                                                                                                          • Figure 63: Brand environmentally friendly household cleaner purchased, by household income, October 2008
                                                                                                                                                                                      • Analysis by Race and Ethnicity

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Asians and Hispanics stand out as key consumers
                                                                                                                                                                                            • Figure 64: Buy environmentally friendly cleaning products whenever possible, by race/ethnicity, October 2008
                                                                                                                                                                                          • Hispanics concerned about cost; Asians with effectiveness
                                                                                                                                                                                            • Figure 65: Negative attitudes towards environmentally friendly cleaning products, by race/ethnicity, October 2008
                                                                                                                                                                                          • Asians and Hispanics show greater concern with allergies and chemicals
                                                                                                                                                                                            • Figure 66: Buy because of allergies or worried about chemicals, by race/ethnicity, October 2008
                                                                                                                                                                                          • Non-white ethnic groups show strong interest in child-safe products
                                                                                                                                                                                            • Figure 67: Willing to pay more for child-safe cleaning products, by race/ethnicity, October 2008
                                                                                                                                                                                          • Uncertainty about child-safe products still a key issue
                                                                                                                                                                                            • Figure 68: Attitudes towards child-safe products, by race/ethnicity, October 2008
                                                                                                                                                                                          • Hispanics show higher interest in green packaging; Asians, in corporate practices
                                                                                                                                                                                            • Figure 69: What looks for in environmentally friendly cleaning products, by race/ethnicity, October 2008
                                                                                                                                                                                          • Non-white ethnicities more likely than whites to shop online
                                                                                                                                                                                            • Figure 70: Order some products online, by race/ethnicity, October 2008
                                                                                                                                                                                          • Asians and Hispanics purchase the greatest range of brands
                                                                                                                                                                                            • Figure 71: Brand environmentally friendly household cleaners purchased, by race/ethnicity, October 2008
                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                            • Committed Green Cleaners
                                                                                                                                                                                              • Who they are
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Chemical Cleaners
                                                                                                                                                                                                    • Who they are
                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                        • Looking for a Brand to Love
                                                                                                                                                                                                          • Who they are
                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                                                • Figure 72: Environmentally friendly cleaner clusters, October 2008
                                                                                                                                                                                                                • Figure 73: Attitudes and behavior towards environmentally friendly cleaners, by clusters, October 2008
                                                                                                                                                                                                                • Figure 74: More attitudes and behaviors towards environmentally friendly cleaners, by clusters, October 2008
                                                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                                                • Figure 75: Environmentally friendly cleaner clusters, by gender, October 2008
                                                                                                                                                                                                                • Figure 76: Environmentally friendly cleaner clusters, by age group, October 2008
                                                                                                                                                                                                                • Figure 77: Environmentally friendly cleaner clusters, by income group, October 2008
                                                                                                                                                                                                                • Figure 78: Environmentally friendly cleaner clusters, by race, October 2008
                                                                                                                                                                                                                • Figure 79: Environmentally friendly cleaner clusters, by Hispanic origin, October 2008
                                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                                              • Appendix – Additional Charts

                                                                                                                                                                                                                • Negative attitudes towards green and child-safe cleaners
                                                                                                                                                                                                                  • Figure 80: Negative attitudes towards environmentally friendly cleaning products, by household income, October 2008
                                                                                                                                                                                                                  • Figure 81: Attitudes towards child-safe products, by household size, October 2008
                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • American Academy of Allergy, Asthma & Immunology (AAAAI)
                                                                                                                                                                                                                • American Lung Association (ALA)
                                                                                                                                                                                                                • Asthma and Allergy Foundation of America (AAFA)
                                                                                                                                                                                                                • Bi-O-Kleen Industries Inc.
                                                                                                                                                                                                                • Church & Dwight Co. Inc
                                                                                                                                                                                                                • Clorox Company , The
                                                                                                                                                                                                                • Colgate-Palmolive Company
                                                                                                                                                                                                                • Ecover Inc.
                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                • Google, Inc.
                                                                                                                                                                                                                • Greenfield Online
                                                                                                                                                                                                                • Greenpeace International
                                                                                                                                                                                                                • Grocery Manufacturers of America
                                                                                                                                                                                                                • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                • LinkedIn
                                                                                                                                                                                                                • MySpace.com
                                                                                                                                                                                                                • Procter & Gamble Company (The)
                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                • Reckitt Benckiser USA
                                                                                                                                                                                                                • S.C. Johnson & Son, Inc.
                                                                                                                                                                                                                • Target Corporation
                                                                                                                                                                                                                • Techtronics Industries North America Inc
                                                                                                                                                                                                                • The Soap and Detergent Association
                                                                                                                                                                                                                • Trader Joe's Company Inc
                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                • U.S. Environmental Protection Agency
                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                • Whole Foods Market Inc

                                                                                                                                                                                                                Environmentally-friendly Cleaning Products - US - January 2009

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