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Spray November 2016

November 2016 Spray 15 E-commerce is an important channel in Asia-Pacific. Thirty-seven percent of respondents in this region said they have purchased household-cleaning supplies from an online retailer in the past 12 months, compared with 23% globally. Online shopping is particularly popular among online respondents in India (48%), China (43%) and South Korea (43%). “Distribution is the top driver of product trial, and it is positively correlated with product volume,” said Peters. “Presently, e-commerce accounts for only a small share of household products sales, but it is growing rapidly, particularly in Asia. As increasing economic prosperity in the region drives sales of household cleaners, establishing and maintaining strong relationships with both brick-andmortar and pure-play online retailers will be important for capitalizing on this growth.” Respondents in Asia-Pacific are also inclined to shop at traditional stores. Four in 10 respondents in the region said they’ve purchased cleaning products from a small, familyowned shop during the past 12 months, 10 percentage points above the global average. Eco-friendly continues to gain momentum… In addition, some consumers are leaning Green. Twentysix percent of global Nielsen respondents said organic/ all-natural ingredients are very important, and 24% said environmentally friendly/sustainable packaging is very important. European sales of Green home cleaning products are growing at a healthy rate, with sales predicted to reach €500 million ($557.7 million) in a few years, according to a new report from Organic Monitor. Germany, the UK and Italy have the fastest growing markets in Europe with double-digit sales growth. Consumer concerns about the health and environmental impacts of cleaning products are driving market growth. Widening availability is another driver, with distribution of Green products increasing in supermarkets, hypermarkets and drugstores. Although consumer interest in Green home cleaning products is rising, the adoption rate of certification programs is very low in Europe; less than 1% of all cleaning products are certified according to Ecogarantie, Ecocert and related standards. While the number of Green labeling programs for cleaning products is growing, there is little harmonization between standards. Efficacy still most important… Sixty-one percent of global Nielsen respondents said performance is very important when selecting a household cleaning product. In addition, 54% said good price/value is very important. Connected with efficacy are previous experience and trust. One such trusted brand is the Dust-Off line of consumer electronic cleaning products, which introduced additional packaging for its collection of screen cleaners and compressed gas dusters specifically targeted to the household cleaning and DIY product markets. The fresh packaging was designed to appeal to a wider demographic outside of the electronics cleaning market. “We feel that it’s important that we make our customers aware that Dust-Off, especially our compressed gas duster, isn’t just for your electronics anymore,” commented Jen Rappaport, Director of Marketing at Dust-Off. “There are over one hundred uses for our duster all around your home and office ranging from cleaning your keyboard, to cleaning your jewelry, to art projects.” The new blue and green packaging is now being offered on a variety of Dust- Off duster and screen care products, including Dust-Off Duster, suitable for cleaning tasks around the home and office including blinds, collectibles, computers, keyboards and other electronics. It’s also a useful tool for DIY and art projects including scrapbooking, pastel drawings, woodworking, sewing and quilting. The Duster is available in 7oz and 10oz cans from DS Containers, sporting a valve and actuator from Precision. The Dust-Off Screen Cleaner Kit features a two-part cleaning system— Dust-Off’s exclusive slow-run formula screen care spray and an oversized microfiber cloth. The system is designed to safely and effectively clean screens around the home. The microfiber cloth is machine washable for repeated use, and the kit can be stored in the resealable pouch packaging. Nice! Furniture Polish from pharmacy chain Walgreens helps enhance the beauty of the wood with a clear, deepglowing, long-lasting shine. It gently cleans away dust, dirt, fingerprints and smudges from wooden surfaces. It shines and protects against ordinary wear, water spills and stains, preserving the natural beauty of the woodgrain.  Nice! Multi-Surface Cleaning Spray cleans up light messes around the house on surfaces from natural wood to stainless steel. The pleasant fragrance freshens the home while cleaning and dusting. Both Nice! products feature the WestRock Ergosol trigger aerosol sprayer. Live For Tomorrow’s highly concentrated Lemongrass scented All Purpose Cleaner is nicknamed “Elbow Grease” by the company. The coconut and citrus-based formula will leave even the hardest working surfaces of the home fresh and clean with little effort, according to the company. The product is biodegradable and phosphate-free; the bottle is from M&H Plastics and the trigger from Richards Packaging. CLR Stainless Steel Streak-Free Cleaner is an easy-to-use, one-step stainless steel cleaner. It cleans and shines stainless steel appliances including refrigerators, dishwashers, ovens, stoves, countertops, barbeque grills and the exterior of many small


Spray November 2016
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