(New York)  The U.S. market for household cleaning products cleaned up post-recession earlier this decade. The market bounced back from a slowdown and grew to $7.3 billion in 2007.

     A new report from "Packaged Facts, Household Cleaning Products in the U.S.", forecasts the market to continue growing at a slow-and-steady 2% rate, reaching $8.1 billion by 2012.

     With the industry fighting the image of cleaning house as a boring sanitary chore, large market players have turned to new marketing campaigns that portray household cleaning as easy and convenient.

     Big names such as Unilever and Procter & Gamble are going with smaller creative agencies to infuse more fun into the functional nature of their products.

     It seems that the hot spot for growth and sales is in higher-end, eco-friendly products. Green household products have fully penetrated natural foods stores, but finding space in traditional mass-market channels is still a challenge.

     Home improvement and housewares chains have also jumped on board, along with some department stores. Marketers stand to benefit a great deal from "ethical" cleaning products, with half of Americans between the age of 18 and 29 saying they are willing to spend more for products labeled as organic, environmentally friendly, or fair trade.

     Household Cleaning Products in the U.S. studies the market for household cleaning products, including Dish Detergents, Bathroom Cleaners, General Household Cleaners, Furniture & Floor Cleaners, Wipes & Scouring Pads, and other cleaners.



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