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Spring is fast approaching, and that means it’s time for consumers to breathe new life into their homes. The first warm rays of spring are a time to clear out the dust, dank odors and darkness of winter.
Although it may still seem like a niche market segment, green cleaners continue to expand beyond natural product stores’ shelves, with consumers increasingly picking them in conventional supermarkets and mass-market retailers. As a matter of fact, according to SPINS data, more than half (55 percent) of all green household cleaners and supplies were purchased in conventional supermarkets. However, the natural food channel still outpaces both the conventional and specialty channels when it comes to growth.
Liquid Laundry Detergent
The only innovation in the category has been in the single-dose solution we know as pods, which have been introduced in both the dishwasher cleaning and the liquid laundry detergent segments. Pods in the liquid laundry segment are really taking off and driving growth, particularly the ones that offer a three-in-one solution. These eco-friendly, convenient products target multiple consumer desires simultaneously, among them efficacy, safety, ease of use, and convenience.
According to Rockville, Md.-based Packaged Facts, consumers also prefer these types of laundry detergents because they provide three products in one: ingredients to clean thoroughly, remove stains and enhance softness. One brand in particular, Grab Green’s pre-measured concentrated pods, ensures no overpouring of detergent, thus eliminating wasted product and saving consumers money.
In real estate, location is the key to success. When it comes to the green cleaning category, promotion is the key, as it’s still a relatively new category and promotions draw trial. According to SPINS data, 22.7 percent of the conventional food channel dollar volume in this category is derived from items sold on promotion. The category responds best to temporary price reductions (TPRs), as shown in the accompanying chart, and the items move quickly when they’re featured throughout the store.
Make sure you’re working with your suppliers and KeHE contacts to get placement for these products. KeHE has a new planogram available that highlights the best available green cleaning products. Then, once you have placement, continue to work with your KeHE contact and suppliers to offer regular promotions in this category.