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Green Cleaning Products in the U.S.

Over the last seven years, continued consumer interest in and understanding of greener and more sustainable lifestyles has driven the U.S. market for green cleaners—including both household and laundry cleaners—to total retail sales of $640 million in 2011, up from $303 million in 2007. Though still a niche market segment, green cleaners continue to expand beyond the shelves of health and natural product stores to reach consumers at mass outlets—and to great success as general merchandise stores such as Walmart and Target have lead all retail channels in total sales of green cleaners.

Going forward, Packaged Facts predicts that the uncertainty of the economy, among other factors, will cause green cleaners to grow at a rate lower than the 20% compound annual growth rate (CAGR) of the last five years. Traditional green brands will drive market growth, but there are only a few with enough critical mass to support a substantially larger market.

Still, there are reasons for optimism. Growth of green products will likely outperform traditional non-green cleaners due to higher price points and loyal usage by core and converted consumers, and may accelerate if economic conditions change. In addition, the number of consumers who purchase green cleaners has increased over the last three years. Forty-one percent of respondents in Packaged Facts, online consumer survey conducted in August 2012 indicated they had purchased or used natural, organic, or eco-friendly household cleaning/laundry products within the previous 12 months. These latest findings trump already solid data from Packaged Facts’ February 2009 survey.

Table of Contents :


Chapter 1: Executive Summary

Scope of Report

Categories and Product Types

What Is a Green Cleaner?


Market Size and Growth

Green Cleaner Sales at $640 Million in 2011

Figure 1–1: Retail Dollar Sales of Green Household Cleaning & Laundry Products, 2007–2011 (in millions)

Unit Sales

Figure 1-2: Retail Unit Sales of Green Household Cleaning & Laundry Products, 2007–2011 (in millions)

Average Unit Prices Lower, Then Higher

Table 1-1: Green Household Cleaning & Laundry Products: Retail Unit Sales and Average Price per Unit, 2007–2011 (unit in millions and price in dollars)

Product Category Sales and Shares

Table 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)

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