Report forecasts global household green cleaning products market to reach US$9.32B by 2017 driven by growing eco-consciousness, health concerns among consumers, growth in emerging markets

SAN JOSE, California , October 10, 2011 (press release) – GIA announces the release of a comprehensive global report on Household Green Cleaning Products market. The global market for household green cleaning products is forecast to reach US$9.32 billion by the year 2017, driven by the growing eco-consciousness and health concerns among consumers worldwide. Stringent government legislations mandating the reduction of ecological impact of cleaning products and services, is providing an impetus to the green cleaners market. Despite economic recession, the industry displayed healthy growth in mature markets of North America and Western Europe, and is primed to surge in emerging markets including Asia Pacific, Eastern Europe and Latin America. However, regardless of bright growth prospects, lack of consumer awareness, premium pricing, fraudulent green clean claims, and fierce competition from conventional cleaning products tend to mar immediate market penetration and acceptance.

‘Green cleaning’ is gaining increasing popularity in homes, healthcare environs and manufacturing facilities due to growing global concerns about personal health, environmental damage, climate change, resource constraints, and rising energy costs. Earth-friendly or green cleaning products and techniques are increasingly becoming more affordable, effective and widespread in today's fast-paced life. The growth witnessed by the market is mainly credited to the significant rise in demand for household cleaning products. The concept of green however is not entirely new, with prevalence in developed markets since early 2000s. However at the time, only a few small companies were engaged in marketing such products for the household sector. The scenario has radically changed today, with large number of big and small players vying to get a stronghold in the intensely competitive market. Moreover, with mass consumers adopting cleaning as part of their lifestyle rather than a sanitary chore, the green cleaners market is rapidly expanding into the mainstream from a niche segment. However, despite the attractive growth and development outlook, the industry needs to gear up and meet a host of challenges confronting its immediate future.

The demand for household green cleaning products is primarily driven by the growing consumer concern for family health and environment. Green cleaning products address these concerns through a range of biodegradable, non-toxic, earth-friendly ingredients that are derived from renewable natural resources, and packaged in recyclable or reusable containers. On the other hand, despite the inherent advantages, factors such as high prices and lack of public awareness continue to daunt rapid expansion of the industry. Majority of users are still ignorant about the long-term debilitating effects of conventional cleaners on human and animal health, as well as the environment. In the present scenario, most green cleaning products are perceived to be costlier and lesser effective over conventional cleaners. Retail consumers are price sensitive, especially in the light of recent economic recession, and demand more value for money from green cleaning products. Therefore, the green cleaning manufacturers are faced with the uphill task of gaining consumer confidence through low-cost innovative products, differentiated services and high performance. In addition, manufacturers also need to comply with stringent ecolabeling procedures and regulations, as well as expound benefits and visibility of such earth-friendly solutions to the market at large.

Technological developments aid in sustaining high product innovation in the green cleaning industry. However, as the number of green products multiplies, concerns about fraudulent green washing continue to grow, debasing the credibility of the industry as a whole. Consumers are misled by false or vague eco-friendly, safe and green claims made by manufacturers aiming to make quick bucks. World over, governments are initiating stringent regulations to address the issue, monitoring not only the advertisement claims, but also product features, labeling, and production / delivery processes. In addition, environmentally conscious consumers as well as retailers are calling for rigorous green standards, forcing all manufacturers to work towards reducing their carbon footprints. In a bid to distinguish themselves from the spurious products, several green product manufacturers are registering for ecolabel and certification programs offered by government and independent agencies. Such programs are mooted by consumers and retailers alike as they offer a common standard for the industry while aiding in making an informed choice.

The US and Europe represent two of the most dominant markets for household green cleaning products worldwide, as stated by the new research report on Household Green Cleaning Products. Asia Pacific constituting a modest share of the global market is ranked among the most promising markets, led by burgeoning regional markets of India, China, Australia, Hong Kong and Korea among others. The market is slated to surge ahead at the overall fastest compounded growth rate of about 25% through 2017. By product category, General Household Cleaners captures a sizeable chunk of the market. Laundry cleaning products are projected to show vast potential in the future, racing ahead at an impressive growth rate of 24% through 2017.

Key market participants profiled in the report include 3M Company, Core Products Company Inc, Earth Friendly Products Inc., Ecolab, Inc., Ecover, Green Bridge Industries Inc., Method Products Ltd, SC Johnson & Sons Inc., OxiBrite, Inc., Seventh Generation Inc., The Clorox Company, among others.

The research report titled “Household Green Cleaning Products: A Global Strategic Business Report” announced by Global Industry Analysts, Inc., provides a comprehensive review of industry and product overview, major market trends, product introductions, recent industry activity and profiles of market players worldwide. Analysis and overview is provided for major geographic markets such as the US, Canada, Japan, Europe, Asia-Pacific, and Rest of World. Market analytics are provided in value (US$) terms for product segments including, General Household Cleaners and Laundry Cleaners.

For more details about this comprehensive market research report, please visit – http://www.strategyr.com/Household_Green_Cleaning_Products_Market_Report.asp


About Global Industry Analysts, Inc.

Global Industry Analysts, Inc., (GIA) is a leading publisher of off-the-shelf market research. Founded in 1987, the company currently employs over 800 people worldwide. Annually, GIA publishes more than 1300 full-scale research reports and analyzes 40,000+ market and technology trends while monitoring more than 126,000 Companies worldwide. Serving over 9500 clients in 27 countries, GIA is recognized today, as one of the world's largest and reputed market research firms.

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