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Scent-Sational: Eco-friendly Homecare Introductions Boom

By: Kristen Walker, Mintel
Posted: February 9, 2009

Eco-friendly cleaning products have seen rapid growth in recent years. According to Mintel’s Global New Products Database (GNPD), household products making claims relating to environmental sustainability and ethical practices increased nearly 700% globally between 2006 and 2008.

This flood of sustainable product introductions has brought with it a bevy of innovative formulations to further differentiate these products from their conventional counterparts. Particularly in North America, many manufacturers are complementing their natural formulations with unexpected fragrances inspired by and derived from a variety of sources, including flowers, herbs and edible ingredients.

The combination of novel scents with safer, more natural components has helped the environmentally friendly cleaning products sector appeal to the growing number of consumers concerned with the negative effects of harsh chemicals used for household chores.

Soothing with Lavender
Lavender fragrance incorporations grew by nearly 70% between 2006 and 2008 in the household care products sector. This floral fragrance boasts calming aromatherapeutic benefits and is traditionally used in many soap, bath and personal care products, making its migration into the home care category particularly noteworthy.

In the United States, Maison De-Luxe Lavender Spruce All-Purpose Spray Cleaner is an all natural cleaner that incorporates lavender, spruce, sage and chamomile essential oils. The product's mild gel formulation has nonionic emulsifiers that cut dirt and grease. It also contains essential oils and plant-based ingredients that meet the EPA's "Design for Environment" standards. This product contains no dyes, solvents, parabens, petroleum or synthetic fragrance and claims to biodegrade in 28 days.