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Environmental awareness


3 4


Ease of use


Fragrance, aesthetics and packaging


5 twitter.com/TomoCleaning


Consumers have increasingly busy lifestyles, so products which make the process of gaining a spotless home more quickly and at minimum effort are becoming increasingly popular. Identifying ways to make products as intuitive and easy to use as possible will be key to succeeding in this market. Cleaning wipes, for example, are growing in popularity due to their simple and disposable nature.


Consumers in developed economies have become increasingly aware of how their everyday activities are affecting our world. They are considering how the extraction, manufacture and disposal of cleaning products has a major effect on their energy and water consumption, and are looking for ways to minimise their wider impact. One example of this is the green cleaning products market.


Legislation, particularly in Europe, ensures that all products meet basic environmental standards, but does not cover sustainability. For this reason, the race is on to develop sustainable cleaning products using detergent ingredients from natural renewable sources that cost and perform as well as being sourced


As the market becomes more saturated, differentiators such as attractive packs or pleasant fragrances have increased shelf appeal and can influence buyer's quick purchasing decisions.


One of the most important factors of a cleaning product is efficacy, so packaging should showcase both the product's efficiency and quality. Similarly, many cleaning


Continuing with this idea, products which serve more than one function are generally successful due to their perceived convenience factor. Customers who are looking after their money carefully or who have little storage space at home will be attracted by the idea that one product can serve two cleaning purposes for them. Examples include P&G's three in one laundry tablets and laundry detergents, which now also contain fabric conditioners.


from petrochemicals. Suitable renewable sources include palm, coconut and other plant oils.


Currently, the most important technical target is to find renewable biodegradable builders to replace STPP (sodium tripolyphosphate), which is thought to contribute to eutrophication (an excessive growth of plants in waterways).


Although important in developed economies, sustainability is not the main driver in the cleaning products market. Most importantly for manufacturers, therefore, will be balancing this preference for eco- friendly products with an ability to meet the genuine and perceived needs of consumers.


product packaging solutions are clear in order to allow the consumer to see the consistency and colour of the products, which can be key indicators of perceived performance. For consumers in both the developed and developing world, a pleasant fragrance is an added bonus indicating cleanliness. Conversely, a number of consumers may prefer cleaning products to be fragrance- free so as to not irritate skin.


Research carried out by Smithers Apex www.smithersapex.com REGULAR | 65


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