The number of household cleaners with green claims introduced in 2008 was 144, up from 29 in 2007. By 2009 that had dropped to 105, according to Mintel, a research firm. Green dishwashing liquid followed a similar pattern, with 14 introductions in 2007, 85 in 2008, then 58 in 2009.
The story (1/20) is here, and it is adequate to stick with that quotation above (not worth one of your twenty). Some of this switch is due to the recession, but I wouldn’t assume that green products will make a big comeback with better times (there is related comment here). Consumer brand stickiness is legendary, altruistic trends need a big oomph to get off the ground and they need to be seen as cool and up-and-coming, and consequently there is no reason to favor a Whig interpretation of history in this matter. Possibly the bubble has been burst.