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

Jun 07, 2010, 12:49 ET from Reportlinker

NEW YORK, June 7 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

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

http://www.reportlinker.com/p0203693/"Green"-Household-Cleaning-Products-in-the-US-Bathroom-Cleaners-Laundry-Care-and-Dish-Detergents-and-Household-Cleaners.html

The U.S. market for household and laundry cleaning products is well on its way to a major shift in marketing strategies, product innovation and ingredient stories—primarily due to the continued consumer interest and understanding of greener and more sustainable lifestyles. The sweet spot for accelerated growth and highly profitable sales looks to be in eco-friendly products that target multiple consumer desires rather than a single stand alone functional benefit. These benefits may include: efficacy, safety, ease-of-use and convenience mixed with more emotional and sensory benefits. While green cleaners accounted for just a small sliver of the overall household cleaner market in 2009, Packaged Facts expects more and more consumers to make cleaning a lifestyle choice rather than simply a sanitary chore, pushing green cleaners from the fringe into the 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 product growth and offers opportunities for those nimble enough to take advantage of a market expected 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 the U.S. green household cleaning and laundry products market and is put in context with the overall household cleaner market. Also included is an extensive look at marketplace, consumer, and new product trends affecting the industry, including analysis based on Packaged Facts' proprietary consumer survey conducted in February 2010. The green household cleaning product segments covered include:

  • Dish Detergents
  • Bathroom Cleaners
  • General Household Cleaners
  • Laundry Care & Detergents
  • Miscellaneous Cleaners

Chapter 1: Executive Summary

Scope

Categories and Products

What Is a Green Cleaner?

Products Out of Scope

Methodology

Market 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 Products

Marketing 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 Rampant

Retail 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 Retail

New 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 Green

Consumer

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 Market

Chapter 2: The Market

Scope

Categories and Products

What Is a Green Cleaner?

Products Out of Scope

Methodology

Market 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 Channels

Market 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 Results

Chapter 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 Cleaners

Chapter 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 Retail

Chapter 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 Green

Chapter 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

Appendix: Selected Addresses of Marketers

To order this report:

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

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Nicolas Bombourg

Reportlinker

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