Abstract
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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