Method's arrival in the UK heralds a new era for household cleaning. The Californian eco-brand, launched here last year, adds a layer of style to the previously rather worthy green cleaning market and it also flags up the fact that environmental concerns are now one of the strongest drivers in the household cleaning market.

Method's products have formulations based on natural surfactants that absorb dirt rather than degrade it, are not tested on animals and contain only biodegradable ingredients from natural materials.

Such style and credentials cost money. Each product comes with a £3.50-plus price tag, double the cost of most standard cleaners.

"The idea that being 'green' does not have to mean sacrificing how well a product works or looks is at the forefront of Method development," says a company spokeswoman. "Substance and style go hand-in-hand."

This premium price point may be new, but Method is not the only launch with botanical and herbal properties. The increasing success of eco-friendly pioneer Ecover, which has expanded distribution rapidly this year and looks set to register among the market's top 20 brands in 2008, has encouraged others to try their luck.

Tesco's eco-friendly Naturally range has led the own label charge, followed by Sainsbury's Perform and Asda, which is adding a range of concentrated Tough but Tiny washing-up liquids to its line-up.

Australian green brand Ozkleen is also likely to play more on its green credentials in the future.

There's a big market to play for. While market research agency TNS Worldpanel values the surface cleaning market at £270m, Nielsen extends the definition to include dishwashing, aircare and toilet cleaners, increasing the total value to slightly more than £1.34bn.

Despite growth of 6.2% last year [Nielsen], the level of innovation overall in the category was unimpressive.

Acdoco's Squeeki Clean, endorsed by TV queens of clean Kim and Aggie, and a range from Antony Worrall Thompson have also rolled out in the past two years. But industry experts expect the situation to change in 2008 as branded and own label products capitalise on key trends.

Sarah Cummings, Unilever's category and brand insight manager, says the fastest-growing sectors are shower products, liquid toilet cleaners and specialist products. She also sees further growth for multi-purpose products.

Reckitt Benckiser's marketing director Phil Thomas agrees that convenience and performance will be as important as environmental credentials. "Consumers will increasingly demand all three," he says.n