Are Green Cleaning Products Recession-Proof? Many Manufacturers Think So.
Feb 1, 2009 12:00 PM
Launch of Clorox’s Green Works line helps bring mainstream consumers to this rapidly growing category
Manufacturers of natural and eco-friendly household cleaners don't expect the battered economy to mess up their sales, which Nutrition Business Journal research shows soared 35% to $737 million in 2008. In fact, most green cleaning players predict they'll continue to sweep up sales in 2009. The reasons? According to core companies in the green cleaning market, emerging health and safety information about the chemicals found in conventional cleaning products, a resilient health and environmental ethic among the American public, growing mainstream exposure to natural and organic cleaners, and finely honed business strategies are keeping U.S. consumers loyal to their eco-friendly cleaners, laundry detergents and dishwashing liquids — even when their household incomes go down.
These and other factors helped Attitude, a Canadian manufacturer of eco-friendly cleaning products, triple the U.S. sales of its phosphate-free dishwasher gel and other offerings since entering the United States two years ago, said Attitude CEO Jean-Francois Bernier. “We expect more of the same for 2009.” Another bright, green cleaning light in an otherwise gloomy economy is Burlington, Vermont-based Seventh Generation, a leader in the eco-friendly cleaning market for 20 years. In 2008, sales of the company's products were up 50% over 2007, said John Murphy, senior vice president of sales for the brand. “December was our second-largest month in 2008.”
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