Green Focus for the Global Cleaning Products Market
06 November 2009
Leatherhead, UK, 6 November, 2009. Gearing up to meet the environmental challenge, the global cleaning products market is projected to reach €37.6 billion in 2009, growing marginally by 1.1% over 2008 estimates. This market is forecast to touch €48.3 billion in 2014, with a CAGR of 5.1% during the 2009-14 period, according to a new study by IntertechPira.
Based on primary research and expert analysis, The Future of Green Cleaning Products offers a valuable insight into the key environmental issues, drivers and opportunities shaping the future growth of the industry. Delving into the world of cleaning products and green cleaning ingredients, the study breaks down the market by sector and region, with five-year forecasts to 2014. Examining the environmental impact and 'green focus' of cleaning products, the study goes on to explain how the global cleaning products market is being affected by environmental pressure from governments, consumers and influential lobbying groups and NGOs such as FoE, WWF and Greenpeace.
The study covers cleaning products, which are essentially blends of a number of basic ingredients like surfactants, builders/chelating agents, bleaches and disinfectants, enzymes, solvents/solubilisers and miscellaneous ingredients like brighteners, fragrances and colouring matter. The usage of a particular ingredient in a product depends on what it is designed to clean and how it is to be used.
To conform to environment friendly norms, cleaners nowadays must be non-toxic, must have no adverse effect on the environment in which they are used and should also degrade rapidly into non-hazardous products when no longer required. This was not always the case earlier, with laundry detergents working well but causing foaming in waterways. Consequently, governments passed legislation controlling the composition of cleaners.
A sector-wise classification of the global cleaning products market in 2009 shows laundry to be the single largest category at nearly €21 billion, followed by surface cleaners at €12.6 billion and dishwashers at €4 billion. Most of these products are used in the domestic sector, with around 20% or so being used in industrial and institution (I&I) cleaning, where cleaning is carried out on a larger scale under controlled conditions by specialist operatives.
Manufacturers are continually looking at ways of reducing the amount of packaging and ensuring its recyclability. This is especially relevant for plastic packaging. Refillable containers and increasing the concentration of laundry products and surface cleaners so as to reduce their overall volumes have proved to be effective ways of improving sustainability and reducing the packaging, transport costs, retail shelf space and CO2 emissions. Sprays and foam applicators of surface cleaners also help to reduce the amount of water required for cleaning. When used, cleaners are also often diluted with large volumes of hot water, and this is the most energy-intensive step for a detergent. Reducing the washing temperatures and the amount of water used will thus have a major effect on the environmental impact of detergents.
With regard to geographies, the study goes on to add that the market for cleaning products in the developed world is saturated and mature. Thus, in North America, western Europe and Australasia, growth is low or negative. On the other hand, GDP growth in the developing nations is greater and the market growth for cleaners is faster, as standards of living and populations increase rapidly.
Significantly, even in mature markets, there is scope for the introduction of new products that meet particular customer needs. As such, environmental issues are important to most consumers in the developed world and all manufacturers are keen to advertise their products' environmental credentials.
As such, EU detergent legislation demands that all cleaners are biodegradable. This is encroaching on the market available for 'green' cleaners. In spite of this, new manufacturers are introducing niche products into the market, which meet self-imposed stricter environmental criteria. However, only about one fifth of consumers are prepared to pay more for green products. Even though this sector is still a small part of the total market at 3-5%, it is growing rapidly. To successfully tap this segment, green cleaners have to match up to the performance of 'conventional' products. Even though total reliance on the use of natural ingredients will make their task more difficult, in many parts of the developing world, the benefits of sustainable cleaners are more tangible and can offer immediate improvements to lifestyle.
The Future of Green Cleaning Products is available now. For further information please contact Stephen Hill on +44 (0)1372 802025, or contact us online
Press contact: For editorial queries, details of the report or an expanded article please contact:
Rebecca Leigh +44(0)1372 802207 rebecca.leigh@pira-international.com
IntertechPira
IntertechPira provides events, market research, publications, strategic and technical consulting to niche, emerging and high growth industries.
Market coverage includes lighting and displays, clean energy, home and personal care, industrial biotechnology, performance materials and chemicals. IntertechPira is a division of Pira International.