Table of Contents
- Scope and ThemesWhat you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Dynamic market almost doubles in 2008 with Clorox Green Works entrance
- Competition from conventional cleaners and home-made products
- Household cleaners comprise largest, fastest-growing segment due to Clorox
Green Works
- Household surface cleaners comprise largest, fastest-growing segment
- Cleaner clothes/wipes have shown slower growth in 2007-08
- Floor cleaners/wax removers, a small segment with strong potential for
growth
- Rug/upholstery/fabric cleaners, a small and slow-growing segment
- Clorox Green Works has led to expanded offerings at conventional
supermarkets and drug stores
- Market Drivers: Broad green movement, concern with healthy/safety,
allergies, ongoing doubts about cost/effectiveness and demographics
- Clorox transforms market
- Surface cleaners brand share: Clorox dominates segment
- Wipes, rug/upholstery, and floor cleaners brand share: Method has largest
number of offerings
- Unifying themes and distinct identities mark the major brands
- Innovation in the form of product offerings, kits, and marketing
- Major advertising campaigns target moms, emphasize environment and cost
- Broad interest in "green" cleaners among consumers, but also doubts
- "Child-safe" is essential to marketing to families, but confusion lingers
about designation
- Natural ingredients most important
- Allergies and concern about chemicals important, especially for those with
kids
- Many consumers still seeking a brand they "trust"--a third use household
ingredients for cleaning
- Simple Green leads HH penetration, with Green Works rising fast
- Hispanics and Asians are key consumers of green products; warrant
marketing focus
- Market Size and Forecast
- Key points
- Figure 1: FDMx sales and forecast of environmentally friendly household
cleaning products, at current prices, 2003-13
- Figure 2: FDMx sales and forecast of environmentally friendly household
cleaning products, at inflation adjusted prices, 2003-13
- Competitive Context
- Key points
- Conventional cleaners' price edge eroding
- Figure 3: Prices of select green and conventional cleaning products,
through Wal-Mart, January 2009
- Competition from innovative conventional cleaning products
- Figure 4: U.S. new household cleaning product introductions, 2002-08
- Home-made cleaners can offer competition with store-bought products
- Figure 5: Consumers making their own cleaners, October 2008
- Figure 6: Prices for select ingredients of home-made cleaners, January
2009
- Segment Performance--Overview
- Key points
- Figure 7: FDMx sales of environmentally friendly cleaning products, at
current prices, by segment, 2002-08
- Two-year sales underscores dramatic growth in household surface cleaners
- Figure 8: FDMx sales of environmentally friendly household cleaning
products, by segment, 2007 and 2008
- Segment Performance--Household Surface Cleaners
- Key points
- Figure 9: FDMx sales of environmentally friendly household surface
cleaners, at current prices, 2003-08
- All-purpose cleaner is largest sub-segment, but more specialized products
are growing faster
- Figure 10: FDMx sales of environmentally friendly household surface
cleaners, by sub-segment, 2007 and 2008
- Segment Performance--Cleaning Cloths/Wipes
- Key points
- Figure 11: FDMx sales of environmentally friendly cleaning cloths/wipes,
2003-08
- All-purpose wipes dominate the segment
- Figure 12: FDMx sales of environmentally friendly cleaning cloths/wipes,
by sub-segment, 2007 and 2008
- Segment Performance--Floor Cleaners/Wax Removers
- Key points
- Figure 13: FDMx sales of environmentally friendly floor cleaners/wax
removers, 2003-08
- Segment Performance--Rug/Upholstery/Fabric Cleaners
- Key points
- Figure 14: FDMx sales of environmentally friendly rug/upholstery
cleaners, 2003-08
- Retail Channels
- Key points
- Figure 15: U.S. sales of environmentally friendly household cleaning
products, by retail channel, 2007 and 2008
- Retail Channels--Supermarkets
- Key points
- Figure 16: U.S. FDM sales of environmentally friendly household cleaning
products at supermarkets, at current prices, 2003-08
- Retail Channels--General Merchandise Stores
- Key points
- The role of Wal-Mart
- Figure 17: U.S. FDM sales of environmentally friendly household cleaning
products at general merchandise stores, excluding Wal-Mart, at current
prices, 2003-08
- Retail Channels--Drugstores
- Key points
- Figure 18: U.S. FDM sales of environmentally friendly household cleaning
products at drugstores, at current prices, 2003-08
- Retail Channels--Natural Channels
- Key points
- Figure 19: Natural product channel sales of environmentally friendly
cleaners, at current prices and inflation adjusted prices, three years
ending November 4, 2008
- Brand sales of environmentally friendly cleaners through natural channel
- Figure 20: Brand sales of environmentally friendly cleaners through
natural product channel, 2006 and 2008
- Market Drivers
- Key points
- Broad-based concern with the environment and growing "green" social
movement
- Consumer concern with environment is increasing
- Figure 21: Degree of concern relative to environment, by gender, October
2008
- Almost all consumers believe their shopping decisions make a difference,
and many actively try to reduce waste and avoid chemicals
- Figure 22: Belief that shopping habits make a difference, October 2008
- Strong growth in the "super green" category of consumers
- Figure 23: Change in frequency of "green" consumer population, August
2006-December 2007
- Life-stage shapes degree of "green" commitment and nature of interest
- Figure 24: More concerned with economy or tired of hearing of
environment, by age, October 2008
- Figure 25: More concerned with economy or tired of hearing of
environment, by ethnicity, October 2008
- Health and safety concerns relative to chemicals and toxins
- Figure 26: Worried about chemicals in household cleaning products,
October 2008
- Figure 27: Willing to pay more for child-safe cleaning products, October
2008
- Allergies fuel demand for green cleaning products
- Figure 28: Buys green cleaning products due to allergies in household,
October 2008
- Doubts about the definition and effectiveness of "green" and "child-safe"
- Figure 29: Attitudes towards child-safe products, by children in
household, October 2008
- Leading Companies
- Key points
- Prior to 2008, four privately owned companies dominate supply structure
- Figure 30: FDMx sales of leading environmentally friendly household
cleaning products companies, 2007 and 2008
- Brand Share--Household Surface Cleaners
- All-purpose cleaners and disinfectants
- Key points
- Clorox Green Works leads all-purpose cleaners
- Figure 31: FDMx brand sales of environmentally friendly all-purpose
cleaners/disinfectants, 2007 and 2008
- Non-abrasive tub and tile cleaners
- Key points
- Figure 32: FDMx brand sales of environmentally friendly non-abrasive
tub/tile cleaners, 2007 and 2008
- Glass cleaners/ammonia
- Key points
- Figure 33: FDMx brand sales of environmentally friendly glass
cleaners/ammonia, 2007 and 2008
- Toilet bowl cleaners and disinfectants
- Key points
- Figure 34: FDMx brand sales of environmentally friendly toilet bowl
cleaners/deodorizers, 2007 and 2008
- Specialty cleaners/polishes
- Key points
- Figure 35: FDMx brand sales of environmentally friendly specialty
cleaners/polishes, 2007 and 2008
- Oven/appliance cleaners
- Key points
- Figure 36: FDMx brand sales of environmentally friendly specialty
over/appliance cleaners, 2007 and 2008
- Brand Share--Cleaning Cloths/Wipes
- Key points
- Figure 37: FDMx brand sales of environmentally friendly household
cleaning cloths/wipes, 2007 and 2008
- Brand Share--Floor Cleaners/Wax Removers
- Method dominates category with O Mop
- Figure 38: FDMx brand sales of environmentally friendly floor
cleaners/wax removers, 2007 and 2008
- Brand Share--Rug/Upholstery Cleaners
- Key points
- Figure 39: FDMx brand sales of environmentally friendly rug/upholstery
cleaners, 2007 and 2008
- Brand Qualities
- Key points
- Clorox Green Works (The Clorox Company)
- Method (Method Products)
- Mrs. Meyer' s (SC Johnson)
- Seventh Generation
- Simple Green (Sunshine Makers)
- Innovation and Innovators
- Key points
- Clorox Green Works is first green brand of a major mainstream supplier
- Church & Dwight' s Arm & Hammer Essentials brand is economical and
eco-friendly
- Method offers sleek design and innovative products
- Seventh Generation uses innovative website and microsite to advance green
causes
- Simple Green introduces new "Naturals" product line
- Mrs. Meyer' s offers holiday kits and products for baby' s room
- Television Advertising Campaigns
- Key points
- Advertising themes
- Moms using this product are responsible... and hip
- Figure 40: Clorox Green Works television ad, 2008
- Figure 41: Arm & Hammer television ad, 2008
- Making green cleaners a part of a broader "green" lifestyle ... which
should be easy, fun and hip
- Figure 42: Green Works television ad, 2007
- Figure 43: Green Works television ad, 2007
- Save the planet... and money too!
- Figure 44: Arm & Hammer television ad, 2008
- Figure 45: Arm & Hammer television ad, 2008
- Web Marketing
- Introduction
- Sponsored links on search engines and "green" living sites
- Green Works (Clorox)
- Method
- Mrs. Meyer' s (SC Johnson)
- Seventh Generation
- Simple Green
- Commitment and Attitudes towards Green Cleaning Products
- Key points
- Strong interest in "green" cleaners, especially among younger consumers
and those with kids
- Figure 46: Buy environtmentally friendly cleaning products whenever
possible, October 2008
- Significant concerns remain about cost, effectiveness and utility
- Figure 47: Negative attitudes towards environmentally friendly cleaning
products, by gender, October 2008
- Concern with cost falls with age, while doubts about the need increase
- Figure 48: Negative attitudes towards environmentally friendly cleaning
products, by age, October 2008
- Commitment to and Attitudes towards Child-Safe Cleaning Products
- Key points
- Figure 49: Willing to pay more for child-safe cleaning products, October
2008
- Uncertainty widespread about whether products are child-safe
- Figure 50: Attitudes towards child-safe products, by age, October 2008
- Qualities Sought in Green Cleaning Products
- Key points--Natural ingredients most important
- Figure 51: Qualities sought in environmentally friendly cleaning
products, by gender, October 2008
- Younger consumers place greater emphasis on packaging and corporate
practices
- Figure 52: What looks for in environmentally friendly cleaning products,
by age, October 2008
- Upper incomes have higher interest in green packaging
- Figure 53: What looks for in environmentally friendly cleaning products,
by household income, October 2008
- Larger households put greater emphasis on packaging
- Figure 54: What looks for in environmentally friendly cleaning products,
by children in household, October 2008
- Singles show greater interest in corporate practices
- Figure 55: What looks for in environmentally friendly cleaning products,
by household size, October 2008
- Allergies and Concern with Chemicals
- Key points
- Figure 56: Buys environmentally friendly cleaning products due to
allergies in household, by demographic groups, October 2008
- Figure 57: Concerned with chemicals in household cleaning products, by
demographic groups, October 2008
- Attitudes Related to Brands and Purchasing
- Key points
- Many consumers still seeking trustworthy brand and make some of their own
cleaners
- Figure 58: Seeking trusted brand and makes own cleaners, by gender,
October 2008
- Online buying high among males, 18-35s, upper-income and larger households
- Figure 59: Order environmentally friendly cleaning products online,
October 2008
- Brand Preference
- Key points
- Simple Green most widely purchased, but Clorox Green Works shows strong
market presence
- Figure 60: Brand environmentally friendly household cleaner purchased,
by gender, October 2008
- Those aged 18-34 buy greatest variety and number of brands
- Figure 61: Brand environmentally friendly household cleaner purchased,
by age, October 2008
- Households with children buy greatest range of brands
- Figure 62: Brand environmentally friendly household cleaner purchased,
by gender, October 2008
- Income drives the variety of brands purchased
- Figure 63: Brand environmentally friendly household cleaner purchased,
by household income, October 2008
- Analysis by Race and Ethnicity
- Key points
- Asians and Hispanics stand out as key consumers
- Figure 64: Buy environmentally friendly cleaning products whenever
possible, by race/ethnicity, October 2008
- Hispanics concerned about cost; Asians with effectiveness
- Figure 65: Negative attitudes towards environmentally friendly cleaning
products, by race/ethnicity, October 2008
- Asians and Hispanics show greater concern with allergies and chemicals
- Figure 66: Buy because of allergies or worried about chemicals, by
race/ethnicity, October 2008
- Non-white ethnic groups show strong interest in child-safe products
- Figure 67: Willing to pay more for child-safe cleaning products, by
race/ethnicity, October 2008
- Uncertainty about child-safe products still a key issue
- Figure 68: Attitudes towards child-safe products, by race/ethnicity,
October 2008
- Hispanics show higher interest in green packaging; Asians, in corporate
practices
- Figure 69: What looks for in environmentally friendly cleaning products,
by race/ethnicity, October 2008
- Non-white ethnicities more likely than whites to shop online
- Figure 70: Order some products online, by race/ethnicity, October 2008
- Asians and Hispanics purchase the greatest range of brands
- Figure 71: Brand environmentally friendly household cleaners purchased,
by race/ethnicity, October 2008
- Appendix -- Additional Charts
- Negative attitudes towards green and child-safe cleaners
- Figure 80: Negative attitudes towards environmentally friendly cleaning
products, by household income, October 2008
- Figure 81: Attitudes towards child-safe products, by household size,
October 2008
- Appendix: Trade Associations
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