Packaged Facts: 4 Key Marketing Trends to Bolster Sales of Green Household Cleaning and Laundry Products

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Apr 13, 2015, 12:48 ET

ROCKVILLE, Md., April 13, 2015 /PRNewswire/ -- The green market remains a niche, accounting for about 3% of the total retail household cleaner and laundry product industry, according to market research publisher Packaged Facts in the report Green Household Cleaning and Laundry Products in the U.S., 3rd Edition. Total retail sales of green cleaning products, including both household cleaners and laundry products, totaled an estimated $600 million in 2014. Green household cleaner sales accounted for roughly 58% of the market last year.

Beyond the green cleaner market's status as a niche segment, the industry with only a few exceptions is also one that has been challenged over the last four years after enjoying a period of rapid growth dating back to before 2010.

"Recent struggles of mass green brands prove that the majority of consumers won't buy green cleaners on a regular basis if they are more expensive or less effective," says David Sprinkle, research director for Packaged Facts. "Purex Natural Elements has done well by successfully convincing consumers that a value brand can be green. And new private label green brands from leading retailers may succeed in attracting mainstream consumers. Walmart's own brand, Great Value Naturals could have the biggest impact on the green cleaner market."

Packaged Facts research highlights four key marketing trends presently affecting the future growth and development of the green cleaners industry. Successful brands such as Purex Natural Elements and Walmart's Great Value Naturals tap into some of the essential practices, which include:

Marketing Green Credibility and Earning Trust - Higher prices, efficacy, and skepticism of claims for green products have been hurdles to sustained growth, particularly in the green cleaner market. Consumer skepticism, along with lack of standards for green products has led manufacturers to try to secure as many third-party endorsements as possible. Endorsement from an independent group is meant to reassure consumers that the products are what they claim to be, they work, and are safe.
Greater Transparency - Consumers, particularly those most interested in green products, demand transparency from manufacturers. Perhaps of most interest and concern are ingredients that are used and not used in products. Without regulated standards consumers rely on marketers that have begun to voluntarily disclose ingredients in their cleaning products. Green cleaner manufacturers have increasingly posted ingredient lists on their websites to demonstrate that their products either don't include bad ingredients and/or use good ingredients.
Green Advertising and Promotion - Traditional consumer products marketing involving heavy advertising was not traditionally used in the green cleaner market until mass marketers entered in 2008 and 2009. Clorox and S.C. Johnson spent millions of dollars to advertise the launches of Green Works and Nature's Source respectively. Spending was cut by both companies to virtually nothing in 2010 as sales began to decline and the market slowed down. Since then promotional efforts in the market have once again relied on grass-roots and viral campaigns including deals, sales, circular promotions, contests, events, sponsorships, community activities, and online videos to induce consumers to buy.
Bundles and Gift Sets - While not a new trend, more green cleaner marketers have been adding product bundles and gift sets to their portfolios. Offerings generally consist of several products sold together at a special price. They are designed to generate trial and increase exposure for the brand. Most are promoted for gifting as a housewarming, party or special occasion present. Bundles and gift sets are more typically used for personal care products or home fragrances, which some green cleaner companies also market.

Green Household Cleaning and Laundry Products in the U.S., 3rd Edition presents a detailed, updated analysis of the U.S. market for "green" (natural, organic, or eco-friendly) household cleaner and laundry 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 2010–2014 and projections for 2014–2019. For more information about the report or to make a purchase, please visit: http://www.packagedfacts.com/redirect.asp?progid=87349&productid=8825323.

About Packaged Facts – Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods, and pet products and services. Packaged Facts also offers a full range of custom research services. Reports can be purchased at www.PackagedFacts.com and are also available on www.marketresearch.com and www.profound.com.

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SOURCE Packaged Facts