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Scent-Sational: Eco-friendly Homecare Introductions Boom

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

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In Canada, for instance, Wal-Mart’s Great Value line recently introduced The Green Line Bathroom Cleaner in a Mint Chocolate scent. This biodegradable cleaning product is free from dyes and artificial fragrances and is part of the "For the Greener Good" products partnership initiatives. It has not been tested on animals and retails in a bottle made from postconsumer materials.

In Vietnam, NaGoMi Dishwashing Liquid incorporates several food ingredients, including grape, green tea, persimmon and grape fruit extracts.

Finally, in the United States, Williams-Sonoma recently introduced a kitchen cleaner inspired by essences of Asian cuisine. Its Pure & Green Wasabi & Green Tea Countertop Spray incorporates natural essences of antioxidant-rich green tea leaves combined with a hint of spicy wasabi to create a refreshing citrus-floral scent. This biodegradable product is free from harsh chemicals and parabens.

Unexpected fragrances and novel ingredients add another layer of appeal to the natural cleaning products sector. As consumers become more educated about eco-friendly practices and the negative effect their actions can have on the environment as well as their health and wellbeing, green cleaning products are likely to continue to gain momentum. In particular, cleaning products that make green claims without demanding large price premiums will resonate with consumers in the current state of the economy.

Mintel Global New Products Database (GNPD) tracks new product launches, trends and innovations internationally. For more information, click here or call 1-312-932-0600.