Sales this year exceeded $ 100 million, and several other major consumer products companies are out with their own "green" cleaning supplies.
But eco-conscience America, it turns out, is inconsistent. As the recession reigning in the country, love story of the consumer with ecological products, toilet paper recycled from organic food to hybrid cars, faded as a bad buzz. While farmers markets and Prius sales are humming and now, manufacturers of household products such as Clorox does just seem to persuade customers to buy mainstream green again.
Sales of works of Green fell to about $ 60 million per year and those of other similar products major brands as arm & Hammer, Windex, Palmolive, Hefty and purification spray bubbles. "Every consumer said, ' I want to help the environment, I'm looking for environmentally friendly products,'" said David Donnan, a partner in the practice of consumer farm consulting a. t. Kearney. "But if it is higher than the price of one or two pennies, they won't buy it. There is a discrepancy between what people say and what they do. ?
For example, a bottle of 32 oz of Clorox Green works All-Purpose cleaner is $3.29 to the Stop & Shop. A bottle of Fantastik cleaner 32-ounce, however, costs $2.89.
Indeed, outside a Whole Foods Market in the suburbs of Chicago to Evanston, June Shellene, 60, said she did buy not as often as it did a few years of green products.
"People are so panic by what is happening in the world," she said, before loading his grocery store in a Toyota Prius. Environmentally friendly products, she said, "this is something that you buy and think when things will pass."
Sales in most of the categories of products of consumption dropped during the recession. But, according to an analysis by Sanford c. Bernstein & Company, some green products have been worse.
"See you negative impact products such as the works of green on the large blue chip companies who tried a green offering of their conventional offer and a relatively better performance players of niche which remain independent layer"stated Stephen powers"disproportionate"an analyst with Bernstein. Using data from the Nielsen Company, Bernstein looked sales close 4 300 articles in 22 categories, such as cleaning of spray, liquid soap, bathroom cleaners, and detergents. He studied the monthly sales from March 2006 to March 2011, the most recent available data. (Nielsen data include the mass market, grocery stores and pharmacies but exclude Wal-Mart).
Bernstein found that green products market shares were generally lower their peak - especially those offered by large consumer products companies. But the market share of independent brands, such as the method and the seventh generation, begins to increase from the actions of ecological products of traditional marks in the categories where they are in competition.
"In terms of major partners such as Clorox, there is no doubt that they withdrew marks from their aspirations at the beginning, and that is a reflection of what they see of consumption,"said Mr. powers."
Green products are more expensive because the ingredients tend to cost more than their more conventional counterparts, and transport costs are higher too because they are sold in volumes smaller than major brands.
Green household products took off in the 1980s, with brands such as seventh generation and Simple Green, who gained a loyal audience. Retailers such as Whole Foods expanded in the 1990s, interest in the environment has increased and the competitors has joined the fray.
Predict that the market will continue to increase, the traditional manufacturers as S.C. Johnson, Clorox and Church & Dwight introduced the green versions of their products around 2008.
But after an initial lift, sales dropped in large part, and the introduction of products slowed down during the recession.
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