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市場調査レポート

米国のグリーン掃除用品市場

Green Cleaning Products in the U.S.

発行 Packaged Facts 商品コード 249679
出版日 ページ情報 英文 104 Pages
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米国のグリーン掃除用品市場 Green Cleaning Products in the U.S.
出版日: 2012年08月31日 ページ情報: 英文 104 Pages
概要

米国の「グリーン」(環境に優しい)掃除用品市場は、消費者のより持続可能なライフスタイルへの継続した関心と理解に促進されています。同市場における小売り売上総額は、2007年の3億300万米ドルからCAGR20%で拡大し、2011年に6億4000万米ドルへ増加しました。Packaged Facts が実施したオンライン消費者調査によると、過去12ヶ月間で天然、オーガニックまたは環境配慮型の家庭用掃除/洗濯製品を購入したまたは利用した回答者は、2009年2月の38%から、2012年8月には41%へと増加しています。

当レポートでは、米国におけるグリーン」(環境に優しい)家庭用掃除/洗濯製品市場について調査分析し、全体市場に影響を及ぼす主な課題と動向、製品セグメント別の分析、主要企業・ブランドとその売上・市場シェア、市場規模データの実績と予測、および新製品の動向などについてまとめ、概略下記の構成でお届けいたします。

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
  • 市場規模・成長率
  • 市場予測

第3章 製品セグメントへの注目

  • 売上:製品セグメント別
  • グリーン家庭用掃除用品の売上:製品セグメント別
  • グリーン洗濯用製品の小売り売上:セグメント別

第4章 競合情勢

  • 極めて集中化した市場
  • 主なグリーン掃除用品ブランドの実績

第5章 マーケティング・小売り動向

  • 「グリーン」のマーケティング
  • 小売り力学

第6章 新製品の動向

  • イントロダクション:以前は巨大企業による促進
  • パッケージング:新製品への注目
  • 企業ではなく、人々によって作り出される
  • 非従来型の名前の差別化
  • 一般的な原料の新しい利用

第7章 消費者

  • データソースについての注記

付録

目次
Product Code: LA7114196

Abstract

Continued consumer interest in and understanding of more sustainable lifestyles has driven the U.S. market for "green" (eco-friendly) cleaning products - including household surface cleaners and laundry products - to total retail sales of $640 million in 2011, up from $303 million in 2007, for a compound annaul growth rate (CAGR) of 20%. Correspondingly, 41% of respondents to an online Packaged Facts consumer survey conducted in August 2012 indicated that they had purchased or used natural, organic, or eco-friendly household cleaning/laundry products within the previous 12 months, up from 38% in February 2009.

Green cleaners continue to expand beyond the shelves of health and natural product stores to reach consumers at mass outlets, such that general merchandise stores such as Walmart and Target now lead all retail channels in total sales of green cleaners. Nonetheless, traditional green brands with enough critical mass to support a substantially larger market will drive market gains. Green products will likely outperform conventional non-green cleaners due to higher price points and loyal usage by core and converted consumers, and may accelerate if economic conditions improve.

Scope of Report

‘Green Cleaning Products in the U.S.’ presents a detailed analysis of the U.S. market for green consumer household and laundry cleaner 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 2007 - 2011 and projections for 2012 - 2016 are included. All retail channels that sell consumer cleaning products are covered and considered in overall market size estimates, market trends discussion, and competitive analysis.

Methodology

The information in this report was obtained from both primary and secondary research. Primary research included proprietary Packaged Facts online consumer surveys as well as consultation with industry sources and on-site examinations of the retail sector. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports.

Our estimates of market size and company performance are based on reported revenues of product manufacturers and retailers; SymphonyIRI Group's InfoScan Review data, which tracks sales in supermarkets, drugstores and mass merchandisers other than Walmart; SPINSscan Natural data from SPINS, Inc., which tracks sales in the natural supermarket channel and in the specialty gourmet supermarket channel; and figures from other market research sources.

Our analysis of consumer trends primarily relies on Packaged Facts consumer surveys and on cross-tabulations of data compiled by Experian Simmons, New York, NY. On an ongoing basis, Experian Simmons conducts booklet-based surveys of a large and random sample of consumers who in aggregate represent a statistically accurate cross-section of the U.S. population. The 2008 through 2012 surveys cited in this report are based on samples of approximately 25,000 U.S. adults.

Table of Contents

Chapter 1: Executive Summary

  • Scope of Report
    • Categories and Product Types
    • What Is a Green Cleaner?
  • Methodology
  • Market Size and Growth
    • Green Cleaner Sales at $640 Million in 2011
      • Figure 1 - 1: Retail Dollar Sales of Green Household Cleaning & Laundry Products, 2007 - 2011 (in millions)
      • Unit Sales
      • Figure 1-2: Retail Unit Sales of Green Household Cleaning & Laundry Products, 2007 - 2011 (in millions)
      • Average Unit Prices Lower, Then Higher
      • Table 1-1: Green Household Cleaning & Laundry Products: Retail Unit Sales and Average Price per Unit, 2007 - 2011 (unit in millions and price in dollars)
    • Product Category Sales and Shares
      • Table 1-2: Green Household Cleaner & Laundry Products: Retail Dollar Shares by Category, 2007 - 2011 (in millions)
      • Figure 1-3: Dollar Shares by Category: Green Household Cleaners vs. Green Laundry Products, 2007 - 2011 (percent)
    • Retail Channel Sales and Shares
      • Table 1-3: Green Household Cleaner & Laundry Products: Dollar Sales by Retail Channel, 2007 - 2011 (in millions)
      • Figure 1-4: Green Household Cleaning & Laundry Products: Share of Dollar Sales by Retail Channel, 2011 (percent)
  • Market Forecast
    • Green Cleaners to Grow Modestly, Outpace Non-Green Products
      • Figure 1-5: Green Household Cleaner & Laundry Products: Projected Retail Dollar Sales, 2011 - 2016 (in millions) Source: Packaged Facts
  • Focus on Product Segments
    • Green Household Cleaner Retail Sales by Product Segment
      • Sales Concentrated in a Couple of Segments
      • Figure 1-6: Green Household Cleaners: Mass-Market Dollar Shares by Product Segment, 2008 vs. 2011/2012 (percent)
    • Retail Sales of Green Laundry Products by Segment
      • Liquid Laundry Detergents Account for Most of Category
      • Figure 1-7: Green Laundry Products: Mass-Market Dollar Shares by Product Segment, 2008 vs. 2011/2012 (percent)
  • Competitive Landscape
    • Highly Concentrated Market
      • Figure 1-8: Green Household Cleaners: Dollar Shares for Selected Mass-Market Brands, 2009 vs. 2011/2012 (percent)
  • Marketing and Retail Trends
    • When Marketing “Green” Trust Is Key
      • Table 1-4: Motivations and Barriers for Sustainable Purchases
    • Green Advertising and Promotion
      • Better by Comparison
  • Retail Dynamics
    • Retailers Promote Green
    • Private Label Opportunity for Retailers
      • Table 1-5: Selected Private-Label Green Household Cleaner Brands, 2012
  • New Product Trends
    • Resurgence of Activity by Traditional Green Manufacturers
      • Table 1-6: Selected Green Household Cleaner New Product Introductions, 2010-2012
    • Packaging a Focus of New Products
      • More Sustainable Packaging
      • Pouches Gain Some Traction
      • Design Driven for Consumer Appeal
      • Resurgence of Make Your Own Refills
    • Created by People, Not Corporations
  • The Consumer
    • Shared Responsibility for the Environment
      • Table 1-7: Adults Who Agree a Lot and a Little With Selected Psychographic Statements Related to the Environment, 2009 vs. 2012 (percent)
    • Declining Interest in Recycling
      • Table 1-8: Consumers Who Agree a Lot or A Little With Selected Psychographic Statements Related to Recycling, 2008-2012 (percent)
    • 41% Say They Used/Purchased Green Cleaners Within Last Year
    • Clorox Green Works Most Popular
      • Table 1-9: Usage Rates for Selected Brands of Green Household Cleaners, August 2012 (percent)
    • Consumer Perceptions of Price, Effectiveness and Availability
      • Table 1-10: Attitudes Toward Green Household Cleaning/Laundry Product Usage: February 2010 vs. August 2012 (percent)

Chapter 2: The Market

  • Introduction
    • Scope of Report
      • Categories and Product Types
      • What Is a Green Cleaner?
      • Products Out of Scope of Market
    • Methodology
  • Market Size and Growth
    • Green Cleaner Sales at $640 Million in 2011
      • Figure 2-1: Retail Dollar Sales of Green Household Cleaner & Laundry Products, 2007 - 2011 (in millions)
      • Growth Declines After Several Years of Gains
      • Table 2-1: Retail Dollar Sales of Green Household Cleaner & Laundry Products, 2007 - 2011 (in millions)
      • Unit Sales
      • Figure 2-2: Retail Unit Sales of Green Household Cleaner & Laundry Products, 2007 - 2011 (in millions)
      • Average Unit Prices Lower, Then Higher
      • Table 2-2: Green Household Cleaner & Laundry Products: Retail Unit Sales and Average Price per Unit, 2007 - 2011 (unit in millions and price in dollars)
    • Category Sales
      • Laundry Products Slightly Outpace Cleaners in Dollar Growth
      • Table 2-3: Retail Dollar Sales of Green Household Cleaner & Laundry Products by Category, 2007 - 2011 (in millions)
    • Green Laundry Products Close Gap with Cleaners
      • Figure 2-3: Green Household Cleaner & Laundry Products: Retail Dollar Shares by Category, 2007 - 2011 (percent)
    • Units & Prices by Category
      • Green Household Cleaner and Laundry Product Unit Sales Grow at About the Same Rate
      • Table 2-4: Retail Unit Sales of Green Household Cleaner & Laundry Products by Category: Year-over-Year Percent Change, 2007 - 2011
      • Green Household Cleaners Account for Two-Thirds of Units
      • Figure 2-4: Green Household Cleaner & Laundry Products: Retail Market Shares by Category, 2007 - 2011 (percent)
      • Green Household Cleaners Show Unit Gains, Average Price Declines
      • Table 2-5: Green Household Cleaners vs. Laundry Products: Average Retail Price per Unit, 2007 - 2011 (in dollars)
      • Higher Prices a Barrier for Consumer
      • Table 2-6: Average Retail Unit Prices for Selected Green Household Cleaner & Laundry Products, 2012 (in dollars)
    • Channel Sales for Green Household Cleaners & Laundry Products
      • Mass Retailers Capture Most of Market
      • Table 2-7: Green Household Cleaner & Laundry Products: Dollar Sales by Retail Channel, 2007 - 2011 (in millions)
      • Figure 2-5: Green Household Cleaning & Laundry Products: Share of Dollar Sales by Retail Channel, 2007 vs. 2011 (percent)
      • Natural Supermarkets Decline
      • Figure 2-6: Retail Dollar Sales of Green Household Cleaner & Laundry Products: Natural Supermarkets vs. All Other Channels, 2007 - 2011 (in millions)
      • Table 2-8: Retail Dollar Sales of Green Household Cleaner & Laundry Products: Natural Supermarkets vs. All Other Channels, 2007 - 2011 (in millions)
  • Market Forecast
    • Green Cleaners to Grow Modestly, Outpace Non-Green Products
      • Figure 2-7: Green Household Cleaner & Laundry Products: Projected Retail Dollar Sales, 2011 - 2016 (in millions) Source: Packaged Facts

Chapter 3: Focus on Product Segments

  • Sales by Product Segment
  • Green Household Cleaner Retail Sales by Product Segment
    • Sales Concentrated in a Couple of Segments
      • Figure 3-1: Green Household Cleaners: Mass-Market Dollar Shares by Product Segment, 2008 vs. 2011/2012 (percent)
    • Dish Detergents Lead Sales Growth
      • Table 3-1: SymphonyIRI-Tracked Sales of Green Household Cleaners: 2008, 2009, 2011, 2012 (dollar sales, unit sales, and average price per unit)
    • All Purpose Cleaner Performance Sluggish
    • Green Cloth Cleaners Perform Well
  • Retail Sales of Green Laundry Products by Segment
    • Liquid Laundry Detergents Account for Most of Category
      • Figure 3-2: Green Laundry Products: Mass-Market Dollar Shares by Product Segment, 2008 vs. 2011/2012 (percent)
    • Green Laundry Products Decline
      • Table 3-2: SymphonyIRI-Tracked Sales of Green Laundry Products: 2008, 2009, 2011, 2012 (dollar sales, unit sales, and average price per unit)

Chapter 4: Competitive Landscape

  • Highly Concentrated Market
    • Figure 4-1: Green Household Cleaners: Dollar Shares for Selected Mass-Market Brands, 2009 vs. 2011/2012 (percent)
    • Figure 4-2: Green Household Cleaner: Unit Shares for Selected Mass-Market Brands, 2008 vs. 2011/2012 (percent)
  • Top Green Cleaner Brand Performance
    • Seventh Generation Performs Well
    • Method Recovers and Thrives
    • Purex Natural Elements
    • Clorox Green Works Declines
    • Caldrea/Mrs. Meyers (owned by SC Johnson) Grows
    • Palmolive Relatively Small Player
    • Arm & Hammer Essentials Plummets
    • Earth Friendly Products
    • Simple Green Relies on All Purpose Cleaner
    • Planet Declines
    • SC Johnson's Nature's Source
    • Other Green Cleaner Brands
      • Table 4-1: Leading SymphonyIRI-Tracked Household Cleaner & Laundry Product Brands: 2008, 2009, and 2011/2012 (millions of dollars, millions of units, and price per unit)

Chapter 5: Marketing and Retail Trends

  • Marketing “Green”
    • Trust Is Key
      • Table 5-1: Motivations and Barriers for Sustainable Purchases
    • Third Party Endorsements
      • Illustration 5-1: Green Works DfE
    • USDA Pushes Biobased Products
      • Illustration 5-2: Seventh Generation BioPreferred Label
    • Partnerships Complement Certifications
      • Illustration 5-3: Method Partnerships & Certifications
    • Greater Transparency
      • Illustration 5-4: Green Works Ingredients
      • Illustration 5-5: Earth Friendly Products Freedom Code
    • Making Recycling Easier to Understand
      • Illustration 5-6: How2Recycle Labels
    • Making Recycling Easier for Hard to Recycle Packaging
      • Illustration 5-7: Gimme 5
    • Green Advertising and Promotion
    • Facebook Hot, But Only a Few Embrace
      • Figure 5-1: Green Cleaner Brand Facebook Fanbase, August 2012 (number of “Likes”)
    • Better by Comparison
      • Illustration 5-8: Earth Friendly Comparison to Traditional Cleaners
      • Illustration 5-9: Better Life Ingredient Comparison
  • Retail Dynamics
    • Retailers Promote Green
    • Whole Foods Eco-Scale Rating System
      • Illustration 5-10: Whole Foods Eco-Scale
    • Walmart's GreenWERCS
      • Illustration 5-11: GreenWERCS
    • Private Label Opportunity for Retailers
      • Table 5-2: Selected Private-Label Green Household Cleaner Brands, 2012

Chapter 6: New Product Trends

  • Introductions Driven by Mass Marketers in Past
    • Resurgence of Activity by Traditional Green Manufacturers
      • Table 6-1: Selected Green Household Cleaner New Product Introductions, 2010-2012
  • Packaging a Focus of New Products
    • Method Breaks Tradition
      • Illustration 6-1: Method Laundry Detergent Pump Bottle
      • Illustration 6-2: Greenshield Organic Motherload 3 in 1 Laundry Station
    • More Sustainable Packaging
      • Illustration 6-3: Method Ocean Plastic
      • Illustration 6-4: Ecover Plantplastic
      • Illustration 6-5: Seventh Generation Natural 4X Laundry Detergent Fiber Bottle
      • Illustration 6-6: Mountain Green 4x Free & Clear Eco-Bottle Laundry Detergent
    • Pouches Gain Some Traction
      • Illustration 6-7: Liquid Laundry Detergent Pouches
    • Design Driven for Consumer Appeal
      • Illustration 6-8: Method Orla Kiely Cleaning Collection
      • Illustration 6-9: Vaska Packaging
      • Illustration 6-10: Attitude Cleaners
      • Illustration 6-11: Naturally It's Clean
      • Illustration 6-12: EcoStore USA
    • Resurgence of Make Your Own Refills
      • Illustration 6-13: JAWS (Just Add Water System)
      • Illustration 6-14: Replenish Reusable Concentrate Mixing and Delivery System
      • Illustration 6-15: IQ Cleaners
  • Created by People, Not Corporations
  • Unconventional Names Differentiate
    • Illustration 6-16: Better Life Line
    • Illustration 6-17: Eco-Me Line
    • Illustration 6-18: Boulder Cleaners
  • New Use for Common Ingredient
    • Illustration 6-19: Proxi

Chapter 7: The Consumer

  • Note on Data Sources
    • Shared Responsibility for the Environment
      • Table 7-1: Adults Who Agree a Lot and a Little With Selected Psychographic Statements Related to the Environment, 2009 vs. 2012 (percent)
    • Declining Interest in Recycling
      • Table 7-2: Consumers Who Agree a Lot or A Little With Selected Psychographic Statements Related to Recycling, 2008-2012 (percent)
    • 41% Say They Used/Purchased Green Cleaners Within Last Year
    • Clorox Green Works Most Popular
      • Table 7-3: Usage Rates for Selected Brands of Green Household Cleaners, August 2012 (percent)
    • Demographic Differences in Brand Preference
      • Table 7-4: Key Demographics for Selected Household Cleaner Brands, 2012 (index)
    • Consumer Perceptions of Price, Effectiveness and Availability
      • Table 7-5: Attitudes Toward Green Household Cleaning/Laundry Product Usage: February 2010 vs. August 2012 (percent)
    • Brand Perception by Simmons Health and Well-Being Segments
      • Table 7-6: Brand Use by Simmons Health and Well-Being Segments: 2012 (index)
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