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市場調查報告書

美國的"綠色"家用清潔劑 (餐具洗潔精·洗衣精) 市場:第3版

Green Household Cleaning and Laundry Products in the U.S., 3rd Edition

出版商 Packaged Facts 商品編碼 120871
出版日期 內容資訊 英文 137 Pages
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美國的"綠色"家用清潔劑 (餐具洗潔精·洗衣精) 市場:第3版 Green Household Cleaning and Laundry Products in the U.S., 3rd Edition
出版日期: 2015年03月13日 內容資訊: 英文 137 Pages
簡介

美國的綠色家用清潔劑市場在2007年到2010年間以快速的成長速度成長,但2010年到2014年的年複合成長率卻為2%,實質上是減少了。2014年的家用餐具清潔劑·洗滌清潔劑包含零售的整體銷售額是6億美金。綠色市場僅佔家用餐具清潔劑·洗滌清潔劑整體市場的約3%,仍僅為利基市場。

本報告提供美國的綠色清潔劑 (天然,有機,或環保清潔劑 ) 市場趨勢分析,提供整體市場的影響主要課題·趨勢,主要企業·品牌的銷售額·市場佔有率,市場規模資料·預測,競爭情形,並彙整消費者趨勢與新商品開發趨勢等資料,為您概述為以下內容。

第1章 摘要整理

第2章 市場

  • 簡介
  • 不同分類的銷售額
  • 數量·價格:各類別
  • 家用綠色清潔劑的零售流通管道銷售額
  • 市場預測

第3章 產品市場區隔的焦點

  • 簡介
  • 銷售額極度集中於幾個市場區隔
  • 綠色洗滌用品的零售銷售額:各產品區隔
  • 液體洗衣精壟斷綠色洗滌用品的銷售額
  • 綠色洗滌用品持續減少
  • 綠色清潔劑僅佔整體市場的3%

第4章 競爭環境

  • 簡介
  • 極為集中的市場
  • 主要綠色清潔劑品牌的業績
  • 在共同的主題週邊被賦予地位的企業·品牌

第5章 行銷·零售趨勢

  • 行銷趨勢
  • 綠色廣告·推銷
  • 市場行銷活用社群媒體
  • 零售動態
  • 推進綠色的零售業者
  • 對零售業者而言自有品牌的機會
  • 跨管道消費標準
  • 零售管道最常銷售的主要綠色清潔用品品牌

第6章 新產品趨勢

  • 新產品推出的減少
  • 對新產品而言包裝仍舊重要
  • 方便的超濃縮液體洗衣精瓶
  • 新的生物科學清洗技術
  • 廠商擴大到新的市場區隔
  • 廠商開發特定用途的產品
  • 促進綠色品牌產品開發的個人案例
  • 綠色廠商嘗試產品·品牌的差異化
  • 綠色清潔劑廠商持續開發新香味
  • 洗滌用品的替代

第7章 消費者

  • 過去數年再度關心回收問題
  • 過去5年一貫購買·利用的綠色清潔劑
  • 對環境,家族的安全,及健康上的不安推動了產品的利用
  • 綠色清潔劑的可用性,價格,及效果課題
  • Simmons的資料明確表示綠色用品的成本·品質的問題
  • 品牌偏好的人口統計的差異、其他

附錄:主要市場行銷的網站

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄
Product Code: LA5393650

The market for green household cleaning products in the U.S grew at a blistering pace between 2007 and 2010, cooled off, and actually declined from 2010 to 2014 at a compound annual growth rate (CAGR) of 2%. Packaged Facts estimates total retail sales, including both household cleaners and laundry products, at $600 million in 2014. The green market remains a niche, accounting for about 3% of the total household cleaner and laundry product market.

Green Household Cleaning Products in the U.S., 3rd Edition details how growth of the market was driven higher through 2010 by the entry of mainstream mass marketers with green brands such as Clorox Green Works and a host of others. They were backed by heavy marketing support and initially achieved high levels of sales. Established green marketers such as Seventh Generation, Method and others responded and drove the market higher with new products, increased support, and expansion of distribution into more mass retail outlets. The overall market began to slow down and then decline as the recession and difficult economy caused most consumers to purchase less frequently and purchase products less expensive than the typically higher-priced green versions. Sales of mass market brands, with the exception of Purex Natural Elements, began a rapid decline that continued through 2014. Traditional green brands such as Seventh Generation performed well over the last five years as their hard-core green consumer bases have generally remained loyal. However gains by traditional green brands haven't been able to offset the declines by mass marketers, thus the year over year market declines between 2010 and 2014.

Packaged Facts believes green cleaning products will continue to struggle in the future and estimates the market will grow in dollars at a CAGR of about 1% to 2019. Volume will likely continue to decline, with increasing prices driving any dollar growth. Higher-priced traditional green brands like Seventh Generation, Method and Mrs. Meyers will drive market growth, but there are only a few brands with enough critical mass to support a substantially larger market. Hard-core green consumers will continue to buy green cleaning products from these and other green leaders. Since these consumers represent a relatively small part of the population, the green market will likely remain a niche for some time to come unless more consumers become regular green shoppers. American consumers are increasingly “leaning green” and most want healthier, safer choices in their foods and products they use in their homes. However the failure and struggles of green products from mass marketers have shown that the majority of American consumers don't want to buy green cleaners on a regular basis if they are more expensive or if effectiveness comes into question. On a positive note, Purex Natural Elements has done well, although recent sales have declined, by successfully convincing mainstream consumers that a value brand can be green. As Green Household Cleaning Products in the U.S., 3rd Edition notes, new private label green brands from leading retailers may succeed in further attracting mainstream consumers. Walmart's own brand, Great Value Naturals could have the biggest impact on the green cleaner market. Launched in late 2013 the all-natural line of affordable cleaning, dish, and laundry products is an extension of Walmart's hugely successful private label brand. Time will tell if Walmart, the largest retailer by a wide margin, can succeed with affordable green cleaning products when many major mass marketers could not.

Scope of Report

This report 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. All retail channels that sell consumer cleaning products are covered and considered in arriving at overall market size estimates, market trends and competitive analysis. Detailed sales data are provided for products tracked by IRI sold through food, drug and mass merchandisers. Natural stores tracked by SPINS, Inc. are included in the more detailed sales analysis.

Table of Contents

Chapter 1 - Executive Summary

  • Introduction
  • Scope of Report
  • Categories and Segments
  • Green Cleaner Defined
  • Products Out of Market Scope
  • Methodology
  • Market Size and Growth
  • Green Cleaning Product Sales Decline to $600 Million in 2014
  • Figure 1-1: Retail Dollar Sales of Green Household Cleaner and Laundry Products, 2010-2014(millions)
  • Sales Declines After Several Years of Gains
  • Table 1-1: Retail Dollar Sales of Green Household Cleaner and Laundry Products, 2010-2014(in millions)
  • Volume Sales
  • Figure 1-2: Retail Volume Sales of Green Household Cleaner and Laundry Products, 2010-2014(in millions)
  • Category Sales
  • Sales of Cleaners Grow Slowly, Laundry Products Decline
  • Table 1-2: Retail Dollar Sales of Green Household Cleaner and Laundry Products by Category, 2010-2014 (in millions)
  • Volume and Prices by Category
  • Volume Sales Decline at Same Rate for Green Household Cleaners and Laundry Products
  • Average Prices for Green Household Cleaners Increase Much More Rapidly than Laundry Products
  • Higher Green Prices a Barrier for Consumers in Most Segments
  • Supercenters, Mass Merchandisers, Supermarkets Capture Most of Market
  • Market Forecast
  • Green Cleaning Products Will Continue to Struggle
  • Figure 1-3: Projected Retail Dollar Sales of Green Household Cleaner and Laundry Products, 2014-2019 (in millions)
  • Focus on Product Segments
  • Green Household Cleaner Retail Sales by Product Segment
  • Sales Highly Concentrated in a Few Segments
  • Green Household Cleaners Flat in Dollars, Volume Down 8%
  • Green Laundry Products Retail Sales by Product Segment
  • Liquid Laundry Detergents Dominate Green Laundry Product Sales
  • Green Laundry Products Continue Decline
  • Green Cleaning Products Only 3% of Total Market
  • Competitive Landscape
  • Highly Concentrated Market
  • Leading Marketer Sales Concentrated in Few Product Segments
  • Marketing and Retail Trends
  • Marketing Trends
  • Marketing Green Credibility and Earning Trust
  • Greater Transparency
  • Green Advertising and Promotion
  • Bundles and Gift Sets
  • Retail Dynamics
  • Retailers Promote Green
  • Target Made to Matter
  • Private Label Opportunity for Retailers
  • Illustration 1-1: Walmart's Great Value Naturals
  • New Product Trends
  • Fewer New Product Introductions
  • Packaging Continues to Be Important for New Products
  • New Bio-Science Cleaning Technology
  • Illustration 1-2: Evolve Cleaning Technology
  • Manufacturers Developing Products for Specific Uses
  • Green Manufacturers Try to Differentiate Products and Brands
  • Green Cleaner Manufacturers Continue to Expand Scents
  • The Consumer
  • Care of Environment is Shared Responsibility
  • Table 1-3: Adults Who Agree a Lot and a Little with Selected Statements About Environmental Responsibility, 2010-2014 (percent)
  • Renewed Interest in Recycling in Last Couple of Years
  • Purchase and Use of Green Cleaning Products Consistent Over Last 5 Years
  • Concerns for Environment, Family Safety and Health Drive Product Use
  • Figure 1-4: Reasons for Choosing Green Household Cleaning or Laundry Products, 2015 (percent)
  • Availability, Price, and Effectiveness Are Challenges for Green Cleaning

Chapter 2 - The Market

  • Introduction
  • Scope of Report
  • Categories and Segments
  • Green Cleaner Defined
  • Products Out of Market Scope
  • Methodology
  • Market Size and Growth
  • Green Cleaning Product Sales Decline to $600 Million in 2014
  • Figure 2-1: Retail Dollar Sales of Green Household Cleaner and Laundry Products, 2010-2014(millions)
  • Sales Declines After Several Years of Gains
  • Table 2-1: Retail Dollar Sales of Green Household Cleaner and Laundry Products, 2010-2014(in millions)
  • Volume Sales
  • Figure 2-2: Retail Volume Sales of Green Household Cleaner and Laundry Products, 2010-2014(in millions)
  • Average Volume Prices Higher
  • Table 2-2: Retail Volume Sales and Average Price per Volume of Green Household Cleaner and
  • Laundry Products, 2010-2014 (volume in millions and price in dollars)
  • Category Sales
  • Sales of Cleaners Grow Slowly, Laundry Products Decline
  • Table 2-3: Retail Dollar Sales of Green Household Cleaner and Laundry Products by Category, 2010-2014 (in millions)
  • Green Household Cleaners Increase Market Share Since 2010
  • Figure 2-3: Retail Dollar Shares of Green Household Cleaner and Laundry Products, 2007-2014(percent)
  • Volume and Prices by Category
  • Volume Sales Decline at Same Rate for Green Household Cleaners and Laundry Products
  • Table 2-4: Retail Volume Sales of Green Household Cleaner and Laundry Products by Category,2010-2014 (millions, percent)
  • Average Prices for Green Household Cleaners Increase Much More Rapidly than Laundry Products
  • Table 2-5: Average Retail Price per Volume of Green Household Cleaners and Laundry Products,2010-2014 (dollars, percent)
  • Higher Green Prices a Barrier for Consumers in Most Segments
  • Table 2-6: Average Retail Volume Prices for Selected Green Household Cleaner and Laundry Segments, 2014 (in dollars)
  • Green and Non-Green Price Comparisons
  • Table 2-7: Average Retail Volume Prices for Selected Green Household Cleaner and Laundry Products, 2014 (in dollars)
  • Retail Channel Sales for Green Household Cleaners and Laundry Products
  • Supercenters, Mass Merchandisers, Supermarkets Capture Most of Market
  • Figure 2-4: Share of Dollar Sales by Retail Channel for Green Household Cleaning and Laundry Products, 2014 (percent)
  • Table 2-8: Dollar Sales by Retail Channel of Green Household Cleaner and Laundry Products,2010-2014 (in millions, percent)
  • Natural Supermarkets Only 10% of Green Cleaning Product Sales
  • Table 2-9: Retail Dollar Sales of Green Household Cleaner and Laundry Products: Natural Supermarkets vs. All Other Channels, 2010-2014 (in millions)
  • Market Forecast
  • Green Cleaning Products Will Continue to Struggle
  • Figure 2-5: Projected Retail Dollar Sales of Green Household Cleaner and Laundry Products, 2014-2019 (in millions)

Chapter 3 - Focus on Product Segments

  • Introduction
  • Green Household Cleaner Retail Sales by Product Segment
  • Sales Highly Concentrated in a Few Segments
  • Figure 3-1: Dollar Shares of Green Household Cleaner Product Segments, 2013-2014 (percent)
  • Green Household Cleaners Flat in Dollars, Volume Down 8%
  • Dish Detergents Outperform Other Segments
  • Two Brands Control Dishwasher Detergent/Additive Segment
  • All Purpose Cleaner Performance Lags
  • Nonabrasive Tub/Tile Cleaners Up on Small Sales
  • Cloth Cleaners on the Decline
  • Specialty Cleaner/Polish Declines By Double-Digits
  • All Other
  • Table 3-1: IRI-Tracked Sales of Green Household Cleaners, 2013-2014 (dollars and volume, price per volume)
  • Green Laundry Products Retail Sales by Product Segment
  • Liquid Laundry Detergents Dominate Green Laundry Product Sales
  • Figure 3-2: Dollar Shares of Green Laundry Product Segments, 2013-2014 (percent)
  • Green Laundry Products Continue Decline
  • Liquid Laundry Detergents Lead Decline
  • Fabric Softener Sheets Decline Significantly
  • Sales of Liquid Fabric Softeners Flat Powder Laundry Detergent
  • Powder Laundry Detergent
  • All Other
  • Table 3-2: IRI-Tracked Sales of Green Laundry Products, 2013-2014 (dollars and volume, price per volume)
  • Green Cleaning Products Only 3% of Total Market
  • Figure 3-3: Selected Green Household Cleaner Segments Share of Total Segments, 2014 (percent)
  • Figure 3-4: Selected Green Laundry Product Segments Share of Total Segments, 2014 (percent)

Chapter 4 - Competitive Landscape

  • Introduction
  • Highly Concentrated Market
  • Figure 4-1: Dollar Shares of Leading Brands of Green Cleaning Products, 2014 (percent)
  • Figure 4-2: Dollar Shares of Leading Brands of Green Cleaning Products, 2013 (percent)
  • Figure 4-3: Unit Shares of Leading Brands of Green Cleaning Products, 2014 (percent)
  • Leading Green Cleaning Brand Performance
  • Seventh Generation Continues to Outperform
  • Purex Natural Elements
  • Method Grows More Slowly Than in Past
  • Mrs. Meyers Continues to Grow
  • Earth Friendly Products Relies on Liquid Laundry Detergents
  • Palmolive a Small Player with Two Products
  • Clorox Green Works Volume Down by a Third
  • Simple Green Sales Concentrated on All Purpose Cleaner
  • Arm & Hammer Essentials Continues Decline
  • Other Green Cleaner Brands
  • Table 4-1: Leading IRI-Tracked Green Cleaner Brands, 2013-2014 (dollars and volume in millions,price per volume)
  • Acquisitions and Investments
  • New Entrants in a Crowded Market
  • Illustration 4-1: Puretergent Laundry Detergents
  • Illustration 4-2: Puracy Green Cleaners
  • Illustration 4-3: Earth Rescue Line
  • Illustration 4-4: If You Care Natural Laundry Detergent
  • Illustration 4-5: The Honest Company Cleaners
  • Companies and Brands Positioned Around Common Themes
  • Table 4-2: Slogans of Selected Green Household Cleaner Marketers or Brands, 2015

Chapter 5 - Marketing and Retail Trends

  • Marketing Trends
  • Marketing Green Credibility and Earning Trust
  • Illustration 5-1: Earth Friendly Products' Green Credentials
  • Illustration 5-2: Design for the Environment (DfE) Potential New Logo
  • Illustration 5-3: Biokleen's Natural Child World Eco-Excellence Award
  • Illustration 5-4: Seventh Generation Stand Up for Safer Chemicals
  • Greater Transparency
  • Illustration 5-5: J.R. Watkins Freedom Code
  • Illustration 5-6: Method Greenskeeping Toolkit
  • Better by Comparison
  • Illustration 5-7: Better Life Ingredient Comparison
  • Green Advertising and Promotion
  • Method Clean Happy Campaign
  • Illustration 5-8: Method Clean Happy Campaign
  • Clorox Tries to Stop Green Works Decline
  • Illustration 5-9: Clorox's Green Works Muddy Puppies Campaign
  • Simple Green Runs Contests Monthly
  • Illustration 5-10: Simple Green Sweepstakes
  • Marketers Embrace Social Media
  • #SimpleGreenSelfie
  • Illustration 5-11: #SimpleGreenSelfie
  • Rockin' Green's Guess the Mystery Scent on Facebook
  • Illustration 5-12: Rockin' Green's Guess the Mystery Scent on Facebook
  • Bundles and Gift Sets
  • Illustration 5-13: Green Cleaner Bundles and Gift Sets
  • Better Life As Seen on Shark Tank
  • Illustration 5-14: Better Life As Seen on Shark Tank
  • Retail Dynamics
  • Retailers Promote Green
  • Whole Foods Eco-Scale Rating System
  • Illustration 5-15: Whole Foods Eco-Scale
  • Target Made to Matter
  • Illustration 5-16: Target Made to Matter
  • Home Depot Eco Options
  • Illustration 5-17: Home Depot Eco Options
  • Sunshine Makers Promotes Simple Green Eco Options Label
  • Illustration 5-18: Simple Green Promotes Eco Options Label
  • Private Label Opportunity for Retailers
  • Table 5-1: Selected Private-Label Green Household Cleaner Brands, 2015
  • Walmart's Great Value Naturals
  • Illustration 5-19: Walmart's Great Value Naturals
  • Cross-channel Shopping the Norm
  • Figure 5-1: Type of Store(s) Shopped on Most Recent Grocery Shopping Trip, 2014 (percent of grocery shoppers)
  • Leading Green Cleaner Brands Sold Across Most Retail Channels
  • Table 5-2: Selected Green Household Cleaner Brands Carried by Retailers, 2015
  • ePantry New Online Retailer Focused on Sustainable Cleaners
  • Illustration 5-20: ePantry Sustainable Cleaner Online Retailer

Chapter 6 - New Product Trends

  • Fewer New Product Introductions
  • Packaging Continues To Be Important for New Products
  • Ultra-concentrated Liquid Laundry Detergent Bottled for Convenience
  • Illustration 6-1: Green Laundry Detergent Bottles
  • Pourable, Stand-Up Pouches Continue to Gain
  • Illustration 6-2: Puretergent Liquid Laundry Detergent Pouches
  • Method's Ocean Plastic Dish + Hand Soap
  • Illustration 6-3: Method Ocean Plastic dish + hand soap
  • Ecover Plantplastic Made from Sugarcane
  • Illustration 6-4: Ecover Plantplastic
  • Simple Green's More Sustainable Package
  • Illustration 6-5: Simple Green's More Sustainable Package
  • Clorox Smart Tube Enhances Value and Performance
  • Illustration 6-6: Clorox Smart Tube
  • New Bio-Science Cleaning Technology
  • Illustration 6-7: Evolve Cleaning Technology
  • Concentrates Continue to Gain in Cleaners
  • Illustration 6-8: Seventh Generation Cleaner Concentrates
  • Green Single Use Pods and Packs
  • Illustration 6-9: Single Use Packs
  • Illustration 6-10: Grab Green Pod Science
  • Manufacturers Extending into New Segments
  • Cleaning Up After Pets Becoming More Popular
  • Illustration 6-11: Green Pet Cleaners
  • More Manufacturers Target Baby Products
  • Illustration 6-12: Green Baby Detergents
  • Active Wear Detergents
  • Illustration 6-13: Green Active Wear Detergents
  • Manufacturers Developing Products for Specific Uses
  • Illustration 6-14: BuggyLOVE Stroller Cleaning Kit
  • Illustration 6-15: Attitude Toy Cleaner
  • Illustration 6-16: Bottle Bright
  • Personal Stories Drive Green Brand Product Development
  • Table 6-1: Selected Green Household Cleaner Brand Stories, 2015
  • Green Manufacturers Try to Differentiate Products and Brands
  • Illustration 6-17: Eco-Me New Package and Branding
  • Illustration 6-18: Rockin' Green Differentiates
  • Green Cleaner Manufacturers Continue to Expand Scents
  • Table 6-2: Selected Green Household Cleaner Brand Scents, 2015
  • Illustration 6-19: Brands Highlighting Scent
  • Laundry Product Alternatives
  • Illustration 6-20: Soap Nuts
  • Illustration 6-21: Dryer Balls

Chapter 7 - The Consumer

  • Sources
  • Care of Environment is Shared Responsibility
  • Table 7-1: Adults Who Agree a Lot and a Little with Selected Statements About Environmental Responsibility, 2010-2014 (percent)
  • Renewed Interest in Recycling in Last Couple of Years
  • Table 7-2: Adults Who Agree a Lot and a Little with Selected Statements About Recycling, 2010-2014(percent)
  • Purchase and Use of Green Cleaning Products Consistent Over Last 5 Years
  • Figure 7-1: Adults Who Purchased or Used Green Household Cleaner or Laundry Products in the Last 12 Months: 2009, 2012, 2015 (percent)
  • Concerns for Environment, Family Safety and Health Drive Product Use
  • Figure 7-2: Reasons for Choosing Green Household Cleaning or Laundry Products, 2015 (percent)
  • Availability, Price, and Effectiveness Challenges for Green Cleaning
  • Figure 7-3: Adults Who Agree a Lot and a Little About Price, Effectiveness and Availability of Green Household Cleaner or Laundry Products, 2015 (percent)
  • Simmons Data Reaffirms Cost and Quality Issues for Green Products
  • Table 7-3: Adults Who Agree a Lot and a Little with Selected Statements About Environmentally Friendly Products, 2010-2014 (percent)
  • Brands from Mass Marketers Have Highest Recall
  • Figure 7-4: Brands of Green Household Cleaning or Laundry Products Purchased or Used in the Last 12 Months, 2015 (percent)
  • Demographic Differences in Brand Preference
  • Table 7-4: Demographic Characteristics of Selected Household Cleaning Brand Users, 2014 (index)
  • Consumer Attitudes Measured with Simmons Segmentation System
  • Brand Perception by Simmons Health and Well-Being Segments
  • Table 7-5: Selected Brand Use by Simmons Health and Well-Being Segments, 2014 (index)
  • Walmart Number One with Green Cleaning Product Buyers
  • Figure 7-5: Where Green Household Cleaning or Laundry Products Were Bought in the Last 12 Months, 2015 (percent)

Appendix: Selected Marketers and Websites>

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