Continued from preceding page fffrom $303 million in 2007, for a growth rate of 20%, according to the Packaged Facts report Green Cleaning Products in the U.S. Correspondingly, 41% of respondents to an online Packaged Facts consumer survey conducted in 2012 indicated that they had purchased or used natural, organic, or eco-friendly household cleaning/laundry products within the previous 12 months, up from 38% in 2009. Cleaning products see increased competition The All-Purpose segment continues to grow more competitive, said Mintel, and has experienced only modest growth over the past two years, despite accounting for approximately half of all surface cleaner new product activity. Competition within this segment has become particularly varied and intense as brands from more specialized segments have introduced multi-surface and all-purpose line extensions. Many brands are also “teaming up.” For instance, S.C. Johnson’s Nature’s Source Natural Bathroom Cleaner (photo, p. 17) uses Scrubbing Bubbles to help remove soap scum and grime on ceramic tile, stainless steel, chrome fixtures and fiberglass. Nature’s Source Natural Glass & Surface Cleaner uses Windex to tackle glass, mirrors, chrome and stainless steel, while Nature’s Source Natural All-Purpose Cleaner, also with Windex, helps eliminate grease and grime on countertops and appliances. Arm & Hammer Surface Cleaning Spray by Munchkin uses the natural cleaning power of baking soda to effectively clean toys, highchairs, counters, bath tubs and anything that baby touches. Only the fresh smell of lavender is left behind after using the specially formulated spray that is free of dyes, parabens and phthalates. The 16oz product is not tested on animals. Scrubbing Bubbles Bathroom Cleaner with Color Power Technology, from S.C. Johnson & Son, Inc., has a specifically designed formula that sprays on blue and turns white as it cleans. It targets tough stains and safely cleans a variety of bathroom areas, including countertops, showers and toilets. It even works upside down, getting to hard-to-reach spots. The can is manufactured by DS Containers. Scrubbing Bubbles Extend-A-Clean Power Sprayer has a continuous sprayer that helps provide better coverage for the whole bathroom, with a powerful formula of active cleaners that work continuously for days. Mrs. Meyer’s Clean Day Radish Countertop Spray utilizes the formula of the company’s All Purpose Cleaner and added a special vegetable protein extract as a naturally fresh way to remove odors. It’s suitable for all non-porous surfaces, such as finished wood and tile floors, countertops, walls, porcelain and bathroom fixtures. The complementing Mrs. Meyer’s Clean Day Liquid Hand Soap can be used in the kitchen, bathroom or laundry room to wash and soften hard-working hands. It contains naturally emollient aloe vera, olive oil glycerin and fragrant essential oils. Try to concentrate Housecleaners who use refills or concentrates of surface cleaners are more likely to be motivated by money savings than by eco-friendliness, according to Mintel research, and promoting refills and concentrates as a common-sense way to economize could convince more consumers to try them. Over 35 years ago, concentrated Simple Green All-Purpose Cleaner was formulated for the industrial marketplace, but has since made its way into homes. The environmentally-sensitive, non-toxic, cleaner/ degreaser can be economically custom-diluted for various uses, such as a laundry soak or for cleaning floors and walls, pots and pans, windows, sinks and drains, and even greasy tools. Its recently reconfigured, all-plastic trigger sprayer needed to be consumer-friendly, U.S.- made and tough enough to handle a wide range of chemical formulations. It was designed and supplied by MWV, Simple Green’s longtime packaging provider. Replenish is the creator of a patented reusable concentrate mixing and delivery system designed to transform the way household products are packaged and consumed. The company’s flagship product is a multi-surface, ultra-concentrated household cleaner in a new reusable bottle system that makes cleaning easier, is better for the environment and saves money for consumers and retailers. Using a reusable, built-in, twist-on pod, consumers can measure the concentrate to make four bottles of Replenish cleaner. By encouraging reuse, Replenish has a goal of eliminating a billion bottles from landfills, a billion miles off roads and a billion pounds of chemicals out of the environment. Replenish’s products are developed and manufactured in the U.S. and tested to last for more than 10,000 trigger pulls. We’re floored… Floor cleaners/wax removers were strong performer between 2007 and 2012, due to the increasing prevalence of hard surface flooring, said Mintel. Convenience-oriented products sell well, and this includes Endust Wood Floor Cleaner (photo, p. 16) from Nakoma Products. Endust safely dissolves dirty and sticky messes, without leaving any dulling or oily residue. It restores wood’s natural shine, while Invertispray technology makes it easy to turn the can upside down and evenly apply at the press of a button. With no need of mixing, pouring, buckets or mess, the consumer simply points, sprays and cleans with a mop. Endust dispenses as foam to identify coverage and then liquefies to clean. “As far as we know, the public has never been offered the opportunity to clean its wood floors with an aerosol product, Continued on page 20 18 Spray September 2013
SpraySep13
To see the actual publication please follow the link above