Value, convenience and eco-friendly products drive cleaning category
Four major trends have recently been identified as currently driving the household floor-cleaning category, according to Freudenberg Household Products Pty. Ltd. Marketing Director, Australia and New Zealand, Sandra Kelly. With drivers that influence consumer purchases constantly changing, one of the four major trends is the concept of value, which is much broader than just price, she said.
“Value is now associated with convenience, trust, quality and durability. However, the ever-present discounting in our Australian retailers is causing ‘promotional fatigue’. Consumers are no longer excited about discounts and do not believe that they should ever have to pay full price. As a result, they no longer stock up when there are discounts because they know there will be another one around the corner. They will also delay purchases until it is on sale again,” Ms Kelly said.
Another major trend is convenience and efficiency, or saving time, according to Ms Kelly, who said consumers have increasingly busy lives, so products that make the cleaning process easy and effortless with the same results as more traditional cleaning tools, have more appeal.
“This means products that combine efficiency and innovation while also making cleaning easier, have an advantage. The rise of the single person household also means consumers are looking for products that are multi-purpose or compact, so that they can be not only cost effective but space efficient as well,” she said.
While the eco-friendly boom is seeing customers more conscious about how their purchasing decisions and behaviours affect the environment, Ms Kelly said this is primarily due to consumers becoming more aware of their energy use and water consumption.
“Consumers are also conscious of how manufacturing and the disposal of cleaning products can have an impact on the world. It is for this reason they are increasingly open to replacing products with eco-friendly versions, so long as performance and price is not heavily compromised. Consumers have definitely become more aware of how their everyday activities are affecting our environment,” Ms Kelly said.
The final major trend driving the category is the move from carpets to hard flooring, with cleaning hard floors not only viewed as a tedious task, but also expensive if the right products are not used.
“Integrated wringing mechanisms (like spin mops) reduce the manual labour of removing water to ensure that they do not over wet the floors and potentially damage them. In addition, mops that have machine washable refills, or microfibre cloths that only require water to clean floors, are seen as not only making life easier, but are also seen to be a cost efficient, eco-friendly alternative. And finally, for those in-between cleans there is also an increasing demand for spray mops in the market,” Ms Kelly said.
When looking at general growth in the industry Ms Kelly pointed out that brands do need to increase engagement, within the cleaning category, to shift interest and popularity particularly as low involvement from consumers continues.
“I can only speak with certainty to grocery, but essentially, the market is at best flat. The only segments that seem to be in growth are liquid dish-brushes and disposable gloves. Liquid dish-brushes are currently being driven by ‘Easy Do Dishmatic’, ‘Vileda HandiDish’ and ‘Chux Dishwand’, a segment that has undergone increased awareness over the last year through the presence of the new ‘Chux Dishwand’ on TV. Disposable gloves have also been driven by an increase in promotional frequency.”
“Currently it is a market that over relies on promotional activity to drive sales. There are few truly innovative products launched in a 12-month period, however they are mostly renovations of current products. The main issue is definitely the promotional pressure on the market at the moment. It makes it difficult to be price competitive against cheap, private label brands. Also, the lack of innovation in this category means that engagement from consumers continues to be low,” she said.
Products that have performed particularly well over the last 12 months include accessories that complement kitchen décor because consumers are always looking for ways to brighten up this area of the house.
“We have had great success with our new Vileda Colours range, which has microfibre cloths and scourers. Following on from the trends in hard floors and convenience, our Vileda Promist Max has also appealed to consumers who are looking for a quick in-between clean,” Ms Kelly said.
Proud Products purchases EUCA
EUCA Laundry Products are now available under the Proud Products business name, after the Lightning Products brand was sold to Proud Products late last year.
EUCA has been manufactured in Melbourne to an unchanged key set of principles for over 40 years. Although the EUCA brand has been around a long time, it is not overly well known due to the brand not being available on mainstream supermarket shelves, according to Proud Products Business Development Manager, Gavin Kronberg.
“EUCA has always supported the independents and hardworking family owned businesses like they themselves, and that is how they like it. This is also why EUCA can be found in local independent supermarkets or hardware stores. History has proven this to be EUCA’s best channels to market,” Mr Kronberg said.
“EUCA laundry products use natural eucalyptus in its formulation, and does not have any added perfumes, making it the perfect environmental cleaner and disinfectant. EUCA is also an ideal brand for people who have allergies and skin problems. The formulation is concentrated so users require less per measure. This means 10 cents to 12 cents per wash is quite normal, resulting in a very cost effective result compared to other leading brands,” he said.
EUCA is also designed specifically as an adaptable product, being 100 per cent soluble and used in hot or cold water and in top or front loaders, meaning it is also gentle on the environment, according to Mr Kronberg.
“If your customers are living in remote or country areas and rely on a septic system, then EUCA is suggested for use as it does not upset the balance of the microorganisms that make a septic system work efficiently. Similarly, EUCA also ensures grey water is safe and clean for garden, pets, wildlife and children,” Mr Kronberg said.
“One major benefit of EUCA is its ability to clean and protect washing machines ensuring washing machines possibly last longer and smell fresh as well,” he said.
OX Tough Wipes
Removing stains, grime, oils, adhesives or sealants has never been easier with new OX Tough Hand Wipes.
OX Tools recently launched its new heavy duty, double sided cloth wipes which are ideal for cleaning off stubborn materials. The cloth wipe is double sided with an abrasive side and smooth side for dual action cleaning. The extra-large OX Tough Wipes (20 per cent better value) kills 99.9 per cent of germs and has added Aloe Vera to keep contractors’ skin healthy. OX Tough Wipes are ideal for cleaning hands on and off the job site to remove PU foam, silicones, adhesives, plaster, cement, paint (oil and water based), general oils along with dirt and grit.
Customers save time and money by cleaning timber before maintenance
Sikkens recently encouraged retailers to remind their customers of the importance of not only giving outdoor wooden decks a refresher coat in the lead up to winter (using a quality Sikkens stain) but also thoroughly cleaning their decks with Sikkens Cetol BL Deck & Wood Cleaner before re-staining.
When recommending a deck-cleaning product that is fast acting and easy to use, homeowners can rely on Sikkens Cetol BL Deck & Wood Cleaner as the perfect product to rejuvenate timber by removing dirt and grime, according to a company spokesperson.
The gel takes just 15 minutes to remove grease, grime and dirt to revitalise greying timber prior to coating.
To ensure customers make the most out of their project, retailers can suggest the following steps:
- Wet the timber before applying the Cetol BL Deck & Wood Cleaner to delay drying out, as the timber must stay wet during the whole application process.
- Apply Cetol BL Deck & Wood Cleaner to the surface with a mop or soft bristle brush.
- Leave to stand for 15 minutes. If the timber begins to dry out, lightly spray with water to re-wet the surface.
- Your customers should work in small patches at a time to ensure the timber stays wet during the entire process.
- Wash off with plenty of water using a hose or pressure washer until the water runs clear.
- Allow the timber to thoroughly dry out.
- Apply preferred Sikkens coating of choice.
Remind your customers using Sikkens Cetol BL Deck & Wood Cleaner, followed by a refresher coat of Sikkens stain, can help extend the life of a deck by several years, according to Tenaru, which is a small price to pay when considering repairing a deck will prove to be a much longer and pricier project in the long run.
For more information phone: 1300 745 536 or visit www.sikkens.com.au
Sabco Compact Spin Mop Set
The Sabco Compact Spin Mop Set is an innovative, all-in-one system designed specifically for fast and effective mopping.
The two-step spinning chamber means that users can rinse the mop clean as well as spin it dry in a simple action. It is also easy for users to control how much water is left in the mop simply by implementing a certain number of spins. The compact size makes for easy storage too, while the microfibre mop delivers a perfect streak-free clean, every time.
For more information contact Sabco: 1800 066 522.