Like it or not, cleaning is a necessary part of adulthood. And when it comes to the products that you use to clean your home, there are plenty of options. Green cleaning products, those made with self-proclaimed ‘natural’ ingredients that are safer for humans and the planet, are expected to have a market worth of $27.83 billion by 2024. CivicScience asked more than 1,000 U.S. adults about their experience with and interest in this corner of the cleaning world. 

When asked about experience with products such as Seventh Generation, Mrs. Meyers and other notable green products, 18% of respondents indicated that they have used and like these alternatives. This figure indicates that this category of products is hovering in trend territory. Although the majority of U.S. adults still have not tried these products, those who have tend to like them. 

When asked about interest, the majority of U.S. adults are at least somewhat interested in cleaning with natural products. Given the fact that only 30% are not interested, the market for these cleaners is potentially expansive. 

That said, converting to a natural product for a staple such as dish detergent or window cleaner may feel counterintuitive. Many people have grown up to use the same brands of cleaning products that were in their childhood homes. The data confirm this, revealing quality to be the highest deciding factor for those interested in green alternatives.

So, while the desire to purchase natural cleaning products may be strong, it is important to remember that quality remains key.  Other factors such as price and convenience end up on the back-burner.

This could, in fact, work in favor of these alternative cleaning options, which tend to have a slightly higher price point than their mainstream counterparts. 

Who Does the Shopping? 

It may not be surprising to see that women are far more interested in natural cleaning products than men, given the historic double load many women take on–balancing career and family responsibilities.

The data confirm that those who do the majority of their grocery shopping are also the most interested in natural cleaning products. When a spouse or partner does the shopping, concern over the type of cleaning product dips. We know women are much more likely to do the household / grocery shopping, so this makes sense.

A Holistic Concern 

As with most purchases, the choice to buy natural cleaning alternatives is not made in a vacuum. Those who already make purchases that are good for the environment are the most interested in this niche. 

Taken from another angle, those who love cooking–arguably a smart move for the health-conscious and environmentally-aware–are also the most interested in natural cleaning products. 

Vegetables will likely play a larger role on the plates of those using natural alternatives. Vegetarianism and veganism are most notable among those with high interest in these options. 

This is not just a sign that the choice to use natural alternatives is a holistic one, but also that products designed for kitchen use could be a special focus for those in the industry. 

In addition to monitoring their impact on the environment and eating plant-based foods, the desire for self-improvement is also alive and well amongst natural cleaning product enthusiasts. This demographic has the highest percentage of those who read self-improvement books on a regular basis.

That said, it’s not all vegetables and positive affirmations. Those who are interested in natural cleaning products also spend the most time on social media, with 7% spending upwards of four hours total per day on a variety of sites. 

And yet, those interested in alternative cleaning products are the most likely to say they rarely feel  stressed out.

Could it be that these respondents have found a healthier way to navigate the aspirational images? Those self-help books may be working, after all. 

In 2019, natural cleaning products appeal to a specific crowd, one that is, largely, already interested in making choices that support their own health and the health of the planet. From the data, it seems that those with the most connection to their shopping take the most interest in using natural alternatives. So how to attract those who are undecided? Appeal to their brand loyalty and create a quality product that likens cleaning to another useful self-improvement experience.