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米国における“グリーン”家庭用洗剤 (食器用洗剤・洗濯用洗剤) 市場:第3版

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

発行 Packaged Facts 商品コード 120871
出版日 ページ情報 英文 137 Pages
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米国における“グリーン”家庭用洗剤 (食器用洗剤・洗濯用洗剤) 市場:第3版 Green Household Cleaning and Laundry Products in the U.S., 3rd Edition
出版日: 2015年03月13日 ページ情報: 英文 137 Pages
概要

米国におけるグリーン家庭用洗剤市場は、2007年から2010年の間、速いペースで成長しましたが、2010年から2014年の間は、2%の複合年間成長率 (CAGR) で、実質、減少しました。2014年における家庭用食器洗剤・洗濯洗剤を含めた小売り総売上は6億米ドルとなりました。グリーン市場は家庭用食器洗剤・洗濯洗剤市場全体の約3%を構成するに過ぎず、ニッチにとどまっています。

当レポートでは、米国におけるグリーン洗剤 (ナチュラル、オーガニック、または環境に優しい洗剤 ) 市場の動向を分析し、市場全体に影響を及ぼす主な課題・動向、主要企業・ブランドの売上・市場シェア、市場規模データ・予測、競合情勢、および消費者動向と新商品開発動向などについてまとめ、お届けいたします。

第1章 エグゼクティブサマリー

第2章 市場

  • イントロダクション
  • カテゴリー別の売上
  • 数量・価格:カテゴリー別
  • 家庭用グリーン洗剤の小売りチャネル売上
  • 市場予測

第3章 製品セグメントへのフォーカス

  • イントロダクション
  • 売上はいくつかのセグメントで極めて集中
  • グリーン洗濯用品の小売り売上:製品セグメント別
  • 液体洗濯用洗剤はグリーン洗濯用品の売り上げを独占
  • グリーン洗濯用品は下落が続く
  • グリーン洗剤は市場全体のわずか3%

第4章 競合環境

  • イントロダクション
  • 極めて集中した市場
  • 主なグリーン洗剤ブランドの業績
  • 共通のテーマ周辺に位置づけられた企業・ブランド

第5章 マーケティング・小売り動向

  • マーケティング動向
  • グリーン広告・プロモーション
  • マーケッターはソーシャルメディアを活用
  • 小売りダイナミクス
  • グリーンを推進する小売り業者
  • 小売り業者にとってのプライベートブランドの機会
  • クロスチャネルショッピングが基準に
  • 最も小売りチャネルで販売された主なグリーンクリーナーブランド

第6章 新製品の動向

  • 新製品投入の減少
  • 新製品にとってパッケージングは引き続き重要
  • 便利な超濃縮液体洗濯用洗剤ボトル
  • 新しいバイオサイエンス洗浄技術
  • メーカーは新しいセグメントへ拡張
  • メーカーは特定用途の製品を開発
  • グリーンブランド製品の開発を促進するパーソナルストーリー
  • グリーンメーカーは製品・ブランドの差別化を試みる
  • グリーン洗剤メーカーは香りの展開を継続
  • 洗濯用品の代替

第7章 消費者

  • 過去数年間におけるリサイクルへの関心の再発
  • 過去5年間にわたる一貫したグリーン洗剤の購入・利用
  • 環境、家族の安全、および健康への不安が製品の利用を後押し
  • グリーン洗剤の可用性、価格、および効果の課題
  • Simmonsのデータはグリーン用品のコスト・品質の問題を明言
  • ブランド嗜好における人口統計の違い、ほか

付録:主要マーケッターのウェブサイト

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目次
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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