A Green Type of Clean

Indie brands are rolling out new natural household products.

By Melissa Meisel, Associate Editor 09.08.20

Natural product shoppers are not abandoning their focus during COVID-19; in fact, they are doubling down, widening their preferences through strategies such as seeking and avoiding various ingredients and carefully studying label claims and certifications. New research from IRI and SPINS reveals that consumers are purchasing more natural products in 2020.

Among non-foods, sales of private-label household cleaners and supplies grew 120% versus total category growth of 37%, according to IRI and SPINS in their findings. Here’s a look at what’s new in the green cleaning category.

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