In 2000, the U.S. Poison Control Centers reported cleaning products were responsible for nearly 10 percent of all toxic exposures with almost two-thirds involving children under 6. And the Environmental Protection Agency (EPA) said air inside the typical home is two to five times more polluted than the outside air—and in extreme cases, 100 times more contaminated—mainly due to household cleaners and pesticides. It is obvious consumers’ cupboards need a makeover, and they’re ready for it.
“Demand for natural, non-toxic cleaning products has been growing steadily for the past several years,” said Martin Wolf, “scienceman” at Seventh Generation. “According to a 2009 survey conducted by Deloitte LLP for the Grocery Manufacturers Association, 54 percent of shoppers consider sustainability when they purchase a product.” Wolf also noted data from the Chicago-based market research company Mintel showed the environmental cleaners market quadrupled in size between 2002 and 2008, and is expected to grow another 10-fold by 2013.
Eileen Sheets, managing director at Bioforce USA, agreed with the assessment: “We see this market blooming in abundance. It has a tremendous boost from the entire modern eco-movement and gains associated exposure with every ad or commercial touting a company’s green mission, service, product or promise.”
Kipling Wagner, assistant marketing manager at Ecover, added, “Demand is huge and growing daily. The key is to not saturate the market or consumers. People need to have clear answers and reasons behind the choices they make, not just a bunch of key phrases.”
Consumers need to be aware of the harmful effects cleaning chemicals can have. Pamphlets and fliers are a great way to deliver quick, accessible information that not only provides fact, but helps the shopper make smart purchasing decisions. And with holiday parties coming to an end, families returning home and “spring” cleaning just around the corner, promoting natural home care products at the store should be a breeze.