Scent Matters in Green Cleaners

While those who purchase green household want eco-friendly, natural or organic formulations, almost equally as important is how that products smells, according to market research firm Packaged Facts in the report Green Household Cleaning and Laundry Products in the U.S., 3rd Edition.
 
“To consumers the olfactory experience of household cleaners can signal either the cleaner's pleasant naturalness or harsh chemical make-up,” says David Sprinkle, research director, Packaged Facts.
 
Except for those who prefer scent-free or “free and clear” products, Packaged Facts found that consumers of green household cleaners tend to like pleasant smelling fragrances. A product's institutional or heavily perfumed smell generally signals toxicity to most shoppers. 
 
Traditionally green cleaners were scented with fresh scents, typically essential oils focusing on citrus, eucalyptus, lavender and other naturals. Over the years, manufacturers have greatly expanded the range and complexity of scents used in green products. It has now become common for green cleaner marketers to offer products in numerous scents. 
 
In terms of overall market performance for green household cleaners (of all scented varieties) and laundry products, Packaged Facts expects modest dollar sales growth through 2019. However, volume increases are forecast to be unlikely or sluggish at the very least.
 
“Hardcore green consumers will continue to buy green cleaning products from popular brands such as Seventh Generation, Mrs. Meyers, and other green leaders,” said Sprinkle. “But since these consumers represent a relatively small part of the population, the green market will likely remain a niche for some time to come.”
 
Respondents to Packaged Facts survey cited the higher cost of green cleaners and the relative difficulty finding these products in their local stores as factors for why they do not purchase them as frequently as traditional cleaners and laundry products. Over 60% of respondents to the Packaged Facts' survey said they were currently buying more green cleaning or laundry products.  However only 26% said they strongly agreed with the sentiment. Nearly three quarters of respondents feel green cleaning or laundry products are more expensive than regular products. About the same percentage would buy them more often if green products were more affordable.