Budget-conscious consumers are being urged to ditch the chemicals and use environmentally friendly products to scrub and polish.

Biocare has spring-cleaned its pack designs and formulas and reduced price tags as it believes the premiums charged by eco-friendly brands put shoppers off.

The range, originally launched two years ago, comprises four 750ml trigger packs - bathroom cleaner with limescale remover and tea tree oil; kitchen cleaner with citrus oils (both reduced from £2.09 to £1.99); glass cleaner with lavender oil and multi-purpose cleaner with eucalyptus oil (down from £1.99 to £1.59); and 500ml super concentrated washing up liquid with aloe vera (99p instead of £1.09).

Biocare's new look follows the launch of Method, an eco-friendly, design-conscious cleaning brand that contains only biodegradable ingredients from natural materials such as soy, coconut and palm oils. But with a price tag of £3.50 to £4 each, Method is double the cost of most standard cleaners.

Biocare general manager Doug Macdonald forecast that the eco-friendly cleaning sector would grow 20% per year in the next five years.

"This is a sector that will enable retailers to build value in a category where sales are static and penetration is just about at saturation point," he said. "Household cleaners are used by 99% of households, so any growth is going to come from existing shoppers trading up rather than increases in volume sales."

He said more consumers were starting to look for and use non-chemical cleaning products but that performance and price could be a barrier. "If they can have the performance without chemicals they will convert as long as the product doesn't carry an excessive price premium over traditional chemical-based brands."

Other eco-friendly cleaning brands include Ecover, Ozkleen and Squeeki Clean.