Continued consumer interest in and understanding of more sustainable lifestyles has driven the U.S. market for "green" (eco-friendly) cleaning products—including household surface cleaners and laundry products—to total retail sales of $640 million in 2011, up from $303 million in 2007, for a compound annaul growth rate (CAGR) of 20%. Correspondingly, 41% of respondents to an online Packaged Facts consumer survey conducted in August 2012 indicated that they had purchased or used natural, organic, or eco-friendly household cleaning/laundry products within the previous 12 months, up from 38% in February 2009.

Green cleaners continue to expand beyond the shelves of health and natural product stores to reach consumers at mass outlets, such that general merchandise stores such as Walmart and Target now lead all retail channels in total sales of green cleaners. Nonetheless, traditional green brands 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 points and loyal usage by core and converted consumers, and may accelerate if economic conditions improve.

Scope of Report

Green Cleaning Products in the U.S. presents a detailed analysis of the U.S. market for green consumer household and laundry cleaner products. The report outlines key issues and trends affecting the overall market and analyzes all product segments. It also discusses major players and brands and analyzes their performance in terms of sales and market share. Market size data are provided for 2007–2011 and projections for 2012–2016 are included. All retail channels that sell consumer cleaning products are covered and considered in overall market size estimates, market trends discussion, and competitive analysis.

Methodology

The information in this report was obtained from both primary and secondary research. Primary research included proprietary Packaged Facts online consumer surveys as well as consultation with industry sources and on-site examinations of the retail sector. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports.

Our estimates of market size and company performance are based on reported revenues of product manufacturers and retailers; SymphonyIRI Group’s InfoScan Review data, which tracks sales in supermarkets, drugstores and mass merchandisers other than Walmart; SPINSscan Natural data from SPINS, Inc., which tracks sales in the natural supermarket channel and in the specialty gourmet supermarket channel; and figures from other market research sources.

Our analysis of consumer trends primarily relies on Packaged Facts consumer surveys and on cross-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 consumers who in aggregate represent a statistically accurate cross-section of the U.S. population. The 2008 through 2012 surveys cited in this report are based on samples of approximately 25,000 U.S. adults.

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