DUBLIN--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/research/bmzmwt/green_household) has announced the addition of the "Green Household Cleaning and Laundry Products in the U.S., 3rd Edition" report to their offering.
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.
Key Topics Covered:
Chapter 1 Executive Summary
Chapter 2 The Market
Chapter 3 Focus on Product Segments
Chapter 4 Competitive Landscape
Chapter 5 Marketing and Retail Trends
Chapter 6 New Product Trends
Chapter 7 The Consumer
For more information visit http://www.researchandmarkets.com/research/bmzmwt/green_household