Global Information, Inc. would like to present a new market research report, "Green Household Cleaning and Laundry Products in the U.S., 3rd Edition" by Packaged Facts.
The landscape of the U.S. market for household cleaning products is undergoing drastic changes as consumers continue to show growing interest towards adopting "greener" lifestyles. Because of continued consumer interest and understanding of greener and more sustainable lifestyles, the U.S. market for household and laundry cleaning products is well on its way to a major shift in marketing strategies, ingredient stories and product innovation. According to Packaged Facts new report, "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." In 2009, retail sales of green cleaners brought in a total of $557 million, which only accounts for approximately 3% of the total household and laundry cleaner retail market. However, between 2005 and 2009, it is estimated that retail sales of green cleaners grew by 229%. This robust growth rate more than tripled the green cleaners share of the market for household cleaners.
According to Don Montuori, publisher of Packaged Facts, "Emotional-, therapeutic- and sensory-influenced benefits such as family safety, health and wellness, aromatherapy, style and design, and environmental concerns have emerged as important drivers in the segment... As green marketers better connect their products to these aspects of consumer preference the market will continue to make a transition from niche to mainstream and ultimately approach $2 billion in sales by 2014 based on our expectations." In short, as more and more consumers make cleaning a lifestyle choice rather than simply a sanitary chore, it is expected that the green cleaners market segment will shift towards the mainstream.
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