Packaged Facts: The Sweet "Smell" of Success For Green Household Cleaners

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Jul 28, 2016, 09:21 ET

ROCKVILLE, Md., July 28, 2016 /PRNewswire/ -- Ask anyone who purchases green household cleaners what matters most and they are likely to rattle off a list that includes key words and phrases such as "eco-friendly", "natural or organic", and "safe to use around family members and pets". Yet an almost equally important factor not to be overlooked is how a cleaning product smells, according to market research firm Packaged Facts in the report Green Household Cleaning and Laundry Products in the U.S., 3rd Edition.

"To consumers the olfactory experience of household cleaners can signal either the cleaner's pleasant naturalness or harsh chemical make-up," says David Sprinkle, research director, Packaged Facts.

A product's institutional or heavily perfumed smell generally signals toxicity to most shoppers. Except for those who prefer scent-free or "free and clear" products, Packaged Facts found that consumers of green household cleaners tend to like pleasant smelling fragrances.

Traditionally green cleaners were scented with fresh scents, typically essential oils focusing on citrus, eucalyptus, lavender and other naturals. Over the years, manufacturers have greatly expanded the range and complexity of scents used in green products. It has now become common for green cleaner marketers to offer products in numerous scents. Still rooted in nature, the scents are reminiscent of those used in personal care products or home fragrances. For some marketers such as Caldrea and Mrs. Meyers, scent is part of the brand DNA and promoted for its aromatherapeutic benefits.

In terms of overall market performance for green household cleaners (of all scented varieties) and laundry products, Packaged Facts expects modest dollar sales growth through 2019. However, volume increases are forecast to be unlikely or sluggish at the very least.

"Hardcore green consumers will continue to buy green cleaning products from popular brands such as Seventh Generation, Mrs. Meyers, and other green leaders," says Sprinkle. "But since these consumers represent a relatively small part of the population, the green market will likely remain a niche for some time to come."

Respondents to Packaged Facts survey cited the higher cost of green cleaners and the relative difficulty finding these products in their local stores as factors for why they do not purchase them as frequently as traditional cleaners and laundry products. Over 60% of respondents to the Packaged Facts' survey said they were currently buying more green cleaning or laundry products. However only 26% said they strongly agreed with the sentiment. Nearly three quarters of respondents feel green cleaning or laundry products are more expensive than regular products. About the same percentage would buy them more often if green products were more affordable.

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 and projections are provided. For more information about the report or to make a purchase, please visit: http://www.packagedfacts.com/Green-Household-Cleaning-8825323/.

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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