Environmentally sustainable products and manufacturing processes are making big gains in the cleaning products industry, but there are still substantial opportunities for companies to garner larger shares, according to researchers at Kline & Company, a worldwide consulting and research firm.

Green Cleaning: A Significant Element of Environmentally Sustainable Solutions, a new report in Kline's FlashPoint series, examines the role and makeup of green cleaning products and the opportunities that exist within the growing market. Outside influences such as advocacy groups, government agencies, and industry groups have influenced opinions and change throughout the value chain, from raw materials suppliers and producers to retailers and end users.

"Green cleaning is the predominant theme in the industry," says Bruce Boynick, industry manager for Kline's Industrial & Institutional Cleaners practice. "Customers are actively evaluating ways to decrease their carbon footprints, whether they are household consumers or away-from-home users such as schools, factories, or restaurants and hotels."

Currently, truly green cleaners account for only 2% to 5% of the products sold in the $17.5 billion U.S. cleaning products market for household, janitorial, food service, and laundry chemicals. However, many products with green components have been available for some time, including concentrates sold with dilution and dispensing systems that require less energy to ship, zinc-free floor finishes, cold-water laundry detergents, and right-sized packaging.

Kline's report states that greener companies not only develop greener products and manufacturing processes, they also display leadership in the value chain and commitment to environmental sustainability in their mission, values, and management.

"Environmental leadership is occurring at each level of the marketing channel — among manufacturers but also among distributors, retailers, consumers, and away-from-home end users," says Boynick. "Best-in-class companies not only market green products and programs, but also have more sustainable operations and exhibit leadership in the marketing channel, asserts Boynick."