As brands move from “free-from” labels to full transparency, there’s an opportunity to highlight hero ingredients that consumers can trust. Studies show 54% believe fewer ingredients are safer, while 67% prefer natural products. Retailers also demand greater transparency and sustainability.
Why detergents can’t go green fast enough?
Green cleaning products are growing, yet skepticism about their performance remains. So, what's driving the industry toward a more sustainable direction?
Drawn to eco-friendly claims
68% of detergent launches (2015-2017) had eco-friendly claims. A 2018 study shows that brands vocal about sustainability are more likely to attract and retain eco-conscious consumers:
60%
more likely to try brands mindful of the environment
58%
more likely to buy these products repeatedly
What's behind the green skepticism?
Growing green trend aside, consumers still see green detergents as not performing as well as conventional products. That makes them hesitant to switch. Functionality still outweighs green attributes. But those who prefer green detergents are often willing to pay a premium for sustainable options.
Understanding what’s (not) inside the bottle
When it comes to cleaning products, nearly three-quarters of eco-conscious consumers research before buying. It’s no surprise — understanding green claims on detergent labels can be tricky, making sustainable choices harder. Currently, there’s no clear definition of what a “sustainable detergent” is in homecare. One solution some brands are exploring is shifting from “free-from” labels to full ingredient disclosure and focusing on what’s included, rather than excluded. This transparency could help consumers make informed decisions and build trust in green products.
Back to basics with hero ingredients
Back to basics with hero ingredients
Connecting with green consumers
Studies show eco-friendly consumers value information and connectivity. They’re 67% more likely to be digitally engaged, with 70% using phones while shopping. Online sustainability stories —rooted in transparency, not harsh chemicals — are key to building trust and driving decisions.
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Let’s talk about opportunities
Are you interested in turning these trends into opportunities? Request a meeting with a Novonesis representative today to learn how your brand can use biological solutions to become even more sustainable.
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