It’s Not Easy Being a Green Cleaner
In 2013, household cleaning supplies were second only to pharmaceuticals in spending for household goods.
The average American household spends $42 per month on their cleaning supplies, even beating personal care items…so
we wanted to know more.
We reached out to over 100 consumers to discuss what exactly they were spending that $42 on, and if they are responding
to the increase in green cleaning options.
Best Messages for Customer Acquisition:
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Kills Germs/Disinfect
Sale/Price
Non-toxic
Pet-safe
Fresh scent
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Better cleaning promise
New
Clean
Shine
% more
When looking for a new cleaning product, consumers keep an eye out for words and features like “disinfects,”
“kills germs,” and “on sale.” The word they are not looking for? Green.
Most consumers agree that it’s important to buy the best cleaners they can. They want to ensure a safe and healthy home
for their kids, pets, and themselves. A clean home, particularly the kitchen, gives a sense of pride and happiness. So, many
are willing to spend more money on name brands they know will be effective. However, this deeply engrained logic weakens
their interest in green cleaning products, which cost more but lack the promise of effective cleaning.
Consumers simply don’t believe that green cleaning products are
as effective as their traditional counterparts. They can’t justify
the extra cost when they are unsure about results.
It’s Not Easy Being a Green Cleaner
Green cleaning products are better for the environment…
but that may not be enough.
Consumers are motivated by a concern for the planet and participate in
eco-friendly practices, like recycling and gardening. They drive hybrid cars
and purchase environmentally friendly appliances.
But when it comes to household cleaners, consumers are simply looking for
what is most efficient and cost effective. Even though they recognize that
green cleaners don’t contain harmful chemicals, this benefit isn’t enough
to cancel out the premium price and concern over ineffective cleaning.
We don’t really buy a lot of “green” cleaning products because they are too expensive in my opinion.
People who buy these products are concerned about the environment and willing to absorb the cost.
Male, 55-64, $25,000-$50,000
Green cleaners don’t seem effective
While most see the premium cost as a barrier, other consumers feel green
cleaners aren’t as effective as standard chemical-based cleaners. They
foresee more work when cleaning, and don’t expect the same results as
they would get with a strong cleaner such as bleach.
I’ve used green cleaners. The difference I’ve noticed is I have to scrub harder or clean longer and I
never noticed a better difference.
Female, 45-54, $25,000-$50,000
I don’t use green products becasuse I don’t have kids. My pet doesn’t lick the floor/counters.
And I think chemical products are stronger and work better.
Male, 25-34, 50,000-$75,000
When we use bleach I know the germs are being eliminated from most surfaces very well.
Male, $25,000-$50,000, 55-64
I balance effectiveness with cost. I will spend extra on green products if their benefits are greater than
chemical products.
Male, 65+, less than $25,000
If I can get a green cleaning product for the same price as a normal product I will always purchase it.
Probably kitchen cleaners are more important to be green since they are cleaning an area where you
would not want harmful chemicals.
Female, 18-24, $50,000-$75,000
Home remedies save green
To negate the premium cost of green cleaners, some consumers prefer
to use their own “home remedy” of vinegar and baking soda. This doit-yourself product doesn’t use harmful chemicals and is less expensive
– making it a win for both their wallets and the environment.
I prefer to use green products, but I usually cannot afford them. I have, with some things, started
using homemade cleaners, such as vinegar and baking soda, to clean, making things more green.
Female, 18-24, less than $25,000
I only use vinegar and baking soda for cleaning around the house because we have a golden
retriever. This breed is very prone to cancers caused by household chemicals
Female, 45-54, $150,000-$200,000
What this Means for Brands
Most green products are more expensive than their standard counterparts – but consumers easily understand the
additional cost. They purchase expensive electric cars knowing that they’ll save money on gas and simultaneously lower
our dependency on fossil fuels. Similarly, the upfront cost of an energy efficient appliance is easily justified because it
helps reduce the amount of water and energy a consumer uses – saving them money in the long run.
This logic does not translate to household cleaners. Without a clear payoff – for the environment or themselves – consumers
need more than just a warm and fuzzy feeling to make them commit to a green product.
› Promoting just the green angle isn’t enough for consumers to make a purchase. Attract those with an eye on
savings by promoting the payoff. Consider using words like effective, guaranteed, and better than to show
consumers that green products can get the job done.
› Encourage consumers to talk about and practice being green. Educate potential customers on why green cleaning
products are worth the premium cost. Tie in an emotional connection: wanting to do right for future generations.
Constantly remind them what is at stake.
› Would a mother let their child eat something that was cleaned with bleach? Absolutely not. So why are consumers
using chemicals to disinfect key areas of their home, like the kitchen? Remind consumers of what their children
and pets are being exposed to – are they really okay with chemicals coating the surfaces in their home?
Background and Methodology
During the month of May 2014, iModerate conducted 115 online one-on-one conversations
with a nationally representative sample of American consumers.