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Spotlight Reports

It’s Not Easy Being a Green Cleaner

iModerate

Oct 29, 2014

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The average American household spent $42 per month on cleaning supplies in 2013. What products are consumers purchasing with this money, and what factors do they consider when shopping for cleaning products? In particular, we were curious as to whether consumers were buying green cleaning products. Are the benefits of green cleaners clear enough to consumers to justify the extra cost? We reached out to over 100 consumers to get the not-so-dirty details.

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Our relationship with iModerate has enabled us to quickly and efficiently seek the voice of the consumer or customer, and incorporate it into our business decisions, allowing us to become smarter and faster to market. The team iModerate is, in essence, a virtual extension of the Abbott research team – from them, I know that when I pick up the phone and call, on the other end will be someone who understands my business, knows my target consumer, and will always deliver high quality results.

Kristen McLane, Manager, Shopper Insights & Category Development, Abbott Nutrition