Three-quarters of all United States households undergo a yearly spring clean, according to the American Cleaning Institute. Amidst the flurry of dusting, decluttering, and scrubbing, a notable trend is taking center stage: sustainability.

This surge in interest isn’t fleeting; it mirrors broader societal movements toward environmental awareness and health consciousness. By 2025, market insights firm Smithers projects that the sustainable cleaning market will reach $110 billion, with sustainable products outpacing the market by a factor of two.

What’s driving the increasing popularity of sustainable cleaning options? Here are four compelling reasons behind the trend.

Low-Tox Living and Health Benefits

At the forefront of the surge in sustainable cleaning options, is the growing Low Tox Life movement. Consumers prioritize chemical exposure reduction in their everyday lives, from cleaning products to personal care items.

A heightened awareness of potential health risks associated with conventional cleaning products fuels demand for safer and more sustainable alternatives, driving the popularity of eco-friendly cleaning options. According to a Smithers report, the sustainable global cleaning product market will expand to 52.7% of the total market by 2026.

Luana Bumachar, vice president of innovation at Grove Collaborative, believes the sustainable cleaning product trend is a natural progression for health-conscious consumers. Speaking to Well and Good, Bumachar said, “The movement towards sustainability starts with produce because it’s what you ingest. And then it goes into personal care because [that’s] what you’re putting on your skin. And now we’ve arrived at home because your home is what surrounds everything else.”

Health-conscious consumers have indoor air quality concerns. Many conventional cleaning products contain harsh chemicals and volatile organic compounds, or VOCs, which contribute to poor indoor air quality and exacerbate respiratory issues like asthma and allergies. A November 2023 Chemosphere study detected nearly 200 hazardous VOCs in everyday household cleaning products, with some at levels that could negatively impact human health.

In contrast, the researchers found eco-friendly cleaning products were less likely to contain VOCs. Speaking with The New Lede, senior toxicologist and study author Alexis Temkin stated, “This study is a wake-up call for consumers, researchers, and regulators to be more aware of the potential risks associated with the numerous chemicals entering our indoor air.”

Environmental Impact and Plastic Reduction

In addition to health concerns, consumers are increasingly aware of conventional cleaning products’ environmental impact, namely plastic waste. According to Greenpeace, every minute, one truckload of plastic enters the ocean, equivalent to 1,440 truckloads daily. A recent study projects plastic waste will double by 2040, with ocean plastic pollution projected to triple.

This widespread use of single-use plastic packaging in traditional cleaning products contributes to the global plastic pollution crisis, with detrimental effects on marine life and ecosystems.

Unfortunately, recycling is not the solution. Despite consumers’ willingness to recycle and positive reinforcement with apps that pay you to recycle, like Bower, Greenpeace data shows that only 5% of plastic gets recycled. The alternative is to reduce plastic consumption.

Individuals can significantly reduce their plastic footprint and minimize the amount of plastic waste entering landfills and oceans by reducing their use of conventional cleaning products or making their cleaning solutions from pantry ingredients.

Many eco-friendly cleaning brands commit to using environmentally sustainable packaging. Containers can be made from recycled materials or biodegradable alternatives, reducing their environmental impact.

It’s Chic, and It Can Be Cheap

Eco-friendly cleaning options have never been more widely available, offering luxury and affordability in today’s market.

Unlike conventional cleaning products with flashy branding, cartoon mascots, and overpowering scents like lemon and bleach, sustainable alternatives bring a touch of elegance to household routines.

Those seeking luxury will find suitable options in designer brands like Homecourt, founded by Friends alum Courteney Cox and high-fashion market expert Sarah Jahnke. The Homecourt range comprises four perfume-worthy scents: Leather Cece, Steeped Rose, Neroli Leaf, and Cipres Mint. The brand also includes skin-friendly ingredients and natural cleaning agents like coconut-derived degreasers. Products bear chic minimalist packaging made from 100% recycled materials.

“Collectively, we seek good health, good habits, and wellness routines that make us feel like we are putting our best foot forward–so why not extend that philosophy into homecare?” Cox explains.

Homecourt positions itself as the high end of the market, pricing five cleaning products at $195. While designer eco-friendly brands may only be affordable for some, making sustainable products at home from standard pantry staples — vinegar, baking soda, lemon, and essential oils — is simple and accessible. These simple home cleaner recipes are effective on difficult-to-clean surfaces like ovens, microwaves, and even personal care items like hairbrushes.

With just a few ingredients, individuals can create powerful cleaning solutions that are friendly to the environment and budgets. By purchasing plain spray bottles for reuse, consumers can make these concoctions more stylish than conventional brands.

For those who prioritize convenience, many retailers offer a wide range of refillable, reusable, and eco-friendly options at various price points.

The New Normal

During the peak of the COVID-19 pandemic, hygiene concerns sparked a sales surge among disinfectants and other high-strength conventional cleaning products, like surface sprays. Consumers concentrated cleaning efforts on germ and virus eradication to maintain a clean and safe environment.

With the immediate threat of the virus subsiding, people have shifted their focus to broader environmental concerns and sustainable living practices. Market insight firm Mintel anticipates a spike in concerns around chemicals in cleaning products as people continue to prioritize their health without as strong a focus on hygiene.

Some changes people made during the pandemic have stuck — work-from-home arrangements, downsizing get-togethers, watching movies online, hand sanitizing and cleaning frequency. Melissa Hockstad, CEO of the American Cleaning Institute, said to C&EN, “It’s not a fad where we’re expecting some significant drop-off as we look to this year and beyond. I think the behaviors that became part of the norm during the pandemic we’ll see continuing as we look ahead.”

Increased cleaning behaviors and chemical use concerns signal continued growth in the green-cleaning market in 2024 and beyond.

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This article was produced by Media Decision and syndicated by Wealth of Geeks.