As ‘staying in’ becomes the new ‘going out’ in credit-crunched times, a clean, fragrant home has never been more important for many eager-to-socialise consumers
10 February 2009
At a glance: Household Products
- The Global Household Products market covering 60 countries, increased between 2002-2007, growing at an average annual rate of 2.9% (“Global Household Products to 2012”, Datamonitor)
- The leading company in the global market in 2007 was Procter & Gamble Company. The second-largest player was Unilever, with Reckitt Benckiser PLC in third place (“Global Household Products to 2012”, Datamonitor)
- Aside from lemon, the leading fragrances used in new cleaners and disinfectants launched globally in the 12 months to June 2008 were blend, lavender and citrus (Datamonitor Productscan, October 2008)
- 46% of respondents to a Mintel survey on cleaning admitted to gaining satisfaction from having a clean house, while 27% indicated they enjoy cleaning
- Mintel also found only 20% of consumers claimed they did not have time to keep their house as clean as they would like
- 64% of Irish consumers said they would choose natural cleaning products over standard cleaning products, if they were more readily available (statistic released by Green Works)
- Domestos is the number one brand in germ-killing
Market analyst Mintel has said that while in the current recessionary times, many consumers are keen to reduce spending which could benefit own-label and discount brands, that paradoxically the credit crunch could benefit the household cleaning sector. It states that consumers will spend less time going out and will clean before and after entertaining in the home. And at a time when socialising at home is becoming increasingly popular, a survey of 4,000 women in the UK by household disinfectant brand Zoflora found that nearly 80% said they would be embarrassed if someone came round and they hadn’t had the chance to tidy first.
Meanwhile, a fear of chemicals, fear of germs and a fear of toxic ingredients is the force behind new product development and marketing, states Mintel. A recent report by Datamonitor across 15 countries, entitled “Sterilized Society: Consumer Attitudes Towards Hygiene & Cleanliness,” found however that while high profile food scares had heightened consumers’ concerns over food safety, many consumers are still relatively negligent when preparing food in the home.
Its research suggests that the vast majority of people are aware of the importance of good hygiene practices, but this knowledge is yet to be applied to the same extent. Escalating and deep-rooted concerns about food safety, which is a hygiene related issue, where found to be considered highly important routes to wellness and wellbeing though.
While over one-third of consumers across the 15 countries surveyed by Datamonitor were either ‘somewhat’ or ‘extremely’ concerned about the use of parabens and petrochemicals in personal care products, concerns about the safety and harshness of chemicals used in cleaning agents were even higher.
A Mintel report specifically looking at the Irish household cleaning market meanwhile, stated that the high level of penetration, allied to the intense competition within the market, has placed emphasis on new product development as a means of sustaining competitive advantage.
A recent Datamonitor Productscan report meanwhile found that aside from lemon, the leading fragrances used in new cleaners and disinfectants launched globally in the 12 months to June 2008 were blend, lavender and citrus. Floral fell from sixth to eighth position however, while pine kept its place in fifth position. Another Datamonitor review looking at the increasing occurrences of new ‘green’ household cleaner launches globally, confirmed that environmental ‘green’ credentials are still an important consumer concern.
A green clean
Green Works is a range of cleaning products that are “an environmentally friendly alternative to the usual chemical based products on the shelves,” say manufacturers. This breakthrough line of natural cleaning products has been introduced to meet the demands of the Irish consumer as 64% said they would choose natural cleaning products over standard cleaning products, if they were more readily available.
Now with Green Works products, they are not only more readily available they are also more cost effective as they hit the shelves priced at €2.99. Green Works is made from ingredients derived from coconut and lemon oil. The products are made from biodegradable components, never tested on animals and packaged in bottles that can be recycled. The Green Works line includes three natural cleaning products for use in the home, kitchen and bathroom.
Spring clean freshness
Ambi Pur, the expert in home fragrance, has updated its Spring Collection of refreshing fragrances to offer two spring fresh scents in three formats. Spring Orchard is a harmonic collection of sparkling fragrances inspired by freshly cut flowers, the zestiness of fresh fruits and the delicate fragrance of spring blossoms. Spring Orchard is available in a scented candle, a perfume plug-in and in the revolutionary 3volution plug-in. Ambi Pur 3volution combines three alternating but complementary fragrances that are released in a continuous cycle, one after the other, every 45 minutes, so consumers can always notice the aroma and enjoy it again and again.
Spring Meadow, like Spring Orchard, is also available in a scented candle, a perfume plug-in and in the 3volution plug-in. Spring Meadow is an aroma that combines the tanginess of citrus, the freshness of morning dew and the purity of white flowers. Both fragrances are made with real perfume essence.
To complete the spring clean freshness, Ambi Pur has the Spring Collection Rimblocks available in the complementary fragrances of Blossoming Flowers and Fresh Gardens. Both fragrances have a pearlised formulation to complement the bathroom and have a double action fragrancing and foaming formulation that helps reduce the formation of limescale.
Rejuvenating in the recession
Cif, the leading brand in household cleaning is relaunching its cream range by offering a new concept, pack and communication under the strapline of “Rejuvenate your favourite things”. In these times of recession, Cif Cream is the perfect product for a deep but gentle cleaning on the toughest jobs in the kitchen, bathroom and all around the home, say manufacturers. Its powerful and versatile formula can also be used to clean tennis shoes, garden furniture or even hub caps. The objective of this campaign is to increase Cif Cream’s household penetration. A strong marketing campaign will support this relaunch with TV advertising, in-store promotions and sampling activities.
Number one germ-killer
Domestos, the number one brand in germ-killing is introducing New Domestos 24-Hour bleach. Recent research has shown that in less than 24 hours, germs breed and multiply so fast than the toilet can literally overflow with germs. Scientists have discovered that just one flush can send these germs flying out of the toilet to settle all around the bathroom including washbowl, towels and even toothbrush.Used daily, New thicker Domestos 24-Hour will protect families from flying germs. Marketing support will include TV advertising, PR campaign, in-store promotions as well as couponing activities.
Fits any store like a glove
The Killeen Household Glove range has performed outstandingly well since its launch in Summer 2008. Demonstrating Killeen’s capacity for quality and innovation, the glove range has a product for almost any household or outdoor task.
In 2009, look out for bestselling products such as Smartcuff which minimises spills and dripping, Sensitive, which is designed specifically for those allergic to latex, and Strong Scented, with the scent of zesty lemon.
For all those looking to fulfil their New Year resolutions in the garden, Killeen has also introduced the Killeen Garden Fingers Glove and Really Tough Outdoor Glove. With attractive margins, strong POS and excellent offers throughout 2009, the Killeen glove range will enhannce any store’s offering.
From the brand which brings you household best sellers Kitchen mate and Easi-Clean, call 041-9870300 for more information.