Eco rivals battle to show who is cleaner, greener

Global spending on green, eco-friendly cleaning products is expected triple in the next five years, but the market leader in the category is fighting two battles: competition and consumer awareness.

Under an eco-friendly, flowering turf roof in an industrial park, the world's largest maker of green cleaning products is trying to figure out how to stay on top of a market that has big growth potential but also increasingly fierce competition.

With big-name detergent and household cleaner manufacturers and retailers moving into the ecological market and consumers growing more savvy, Belgium's Ecover must compete on price and prove it is greener than the rest.

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