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Home & Garden

Earth Day special: While growing, green products are a fraction of online housecleaning sales

by Taylor Stanton - February 23, 2019

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This Earth Day, Slice Intelligence examined the impact of eco-friendly products on the online housecleaning market.  While online sales of housecleaning products grew 73 percent over the past year, sales of sustainable brands were relatively flat, and account for only 11 percent of revenue.

Going green with Mrs. Meyer’s

Among shoppers who purchased green house cleaning products in the past year,  the majority--38 percent-- bought Mrs. Meyer’s. And those who do go green with their cleaning are just about as likely to buy non-green cleaning products: 48 percent of green cleaning shoppers also bought regular cleaning products.

Women are the conservation cleaners

While only 16 percent of online housecleaning shoppers have purchased green products, these buyers are mostly women, and one-third are Millennials. Data shows that 60 percent of green housecleaning purchasers are women, compared to an average of 54 percent across the total housecleaning products market.

Amazon is driving the increase in the online sales of housecleaning products; accounting for 80 percent of sales. We expect this trend to grow with the introduction of of new Dash Buttons in the category, including green brands like Mrs. Meyers, Seventh Generation, and Green Works. 

About this data

With a panel of over 4 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.

Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.

Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world.