Results from Kline’s large-scale survey of professional cleaning end users conducted with nearly 1,100 respondents indicate that green/sustainable cleaning products are important and valued among these customers.
- 69% of those surveyed perceive green cleaning products to be equally or more effective than traditional cleaning chemicals.
- 48% of the sample are willing to pay up to 20% more for green cleaning products, compared to traditional cleaning chemicals.
- There appears to be more willingness to pay a premium for sustainable cleaning products among education, government, foodservice, and hospitality end users.
- 59% rely on third-party green certifications on product packaging or websites to identify green cleaning products, while significantly less importance is placed on brand name, images, advertising, or promotions.
As part of our ongoing tracking of the I&I cleaning market, Kline has surveyed many end users about their perceptions and usage of green cleaning products over the past decade or so. These results are by far the most prevalent toward sustainable products that we have seen. These features have gone from ‘nice-to-have’ to essential for many cleaning professionals.
However, it is important to note that the results above were conducted before the coronavirus outbreak hit the U.S. market in March 2020. Therefore, Kline is planning a new summer survey, specific to sustainable cleaning perceptions, usage, and consumption patterns, to capture relative changes to usage of these products in a post-COVID reality.
The Sustainable Cleaning: Impacts on the Commercial Cleaning Industry report provides a comprehensive analysis of sustainable cleaning trends and their expected impacts on the commercial cleaning industry. It provides a deep understanding of how sustainable cleaning products and processes are perceived by end users across multiple segments of the market, including janitorial and foodservice cleaning. The report helps subscribers to:
- Understand how important sustainable cleaning is to commercial cleaning end-use decision makers and if this is expected to change as a result of the COVID-19 pandemic
- Discern differences across market segments to pinpoint which end-use segments use more or are willing to pay a premium for green cleaning products
- Assess the size of sustainable cleaning in the United States and forecasts through 2025
- Learn about U.S. regulations and third-party certifications and their impacts on sustainable cleaning
Kline is now accepting charter subscriptions that offer a reduced price and allow our customers the ability to provide input on the scope of the report and the design of survey questions to be fielded with end-use decision makers. To learn more about this new report, please contact us.