RANGE REVIEW: CLEANING & LAUNDRY
HELPING DIY RETAILERS CLEAN UP WITH THE LATEST LAUNDRY AND TIDYING TRENDS
Rachel Taylor and Nicola Hundy, product managers at Home Hardware, discuss the latest trends in the cleaning and laundry product category
enthusiasm for cleaning has been driven by a number of social media bloggers and influencers promoting the ‘feel good’ effect of a clean and tidy house and this has certainly played to our strengths. Many of the products that have been demonstrated and recommended via this medium have seen huge growth. This isn’t
C just
limited to cleaning fluids, such as the Harpic Limescale remover, or Flash Bathroom cleaner, but cleaning cloths (for example Minky and e-cloth) and storage solutions from Addis, Whatmore, and many others.
Dri-Pak is a very important brand as nostalgia for traditional cleaning methods and products have seen a resurgence
leaning and laundry products are historically important categories for
hardware stores. An independent
Environment and sustainability Another key trend that has led to a change in ranging is the awareness of the effect on the environment and sustainability. The demand for eco-friendly and ethically sourced products has grown rapidly. A real success story for Home Hardware in 2019 has been the launch of the E-cover #refillution campaign through our membership. We have successfully signed up many members to putting refill stations in store and using their local social media to send the message out that their local independent retailer is supporting the reduction in single use plastics. Furthering
the message of
‘greener’ cleaning, and reduction of single use plastic, we are working with e-cloth, OceanSaver, Ecozone,
Alkimi and Kilrock (to name but a few) to ensure consumers who visit our stores are able to make educated purchases. We have found that this is bringing a new customer to the stores that are environmentally conscious and looking for help in how to clean ‘cleaner’.
Dri-Pak is a very important brand as nostalgia for traditional cleaning methods and products have seen a resurgence, and this brand are interested in helping to educate the retailer and consumer in how to use their Clean and Natural range. The eco-friendly message isn’t just limited to cleaning liquids and cloths, but also the use of recycled plastics in household items such as Wham Bam storage boxes which are made from recycled household plastic waste. Greener Cleaner who
are producing high performance products, such as sweeping brushes, lobby brushes, dish brushes made from 100 per cent recycled plastics and fast-growing natural materials, such as bamboo
and coconut
fibre, are gaining popularity as an alternative to plastic in cleaning utensils and brushes.
Social media influencers Social media and environmental considerations have also been seen to influence the laundry category. Hashtags such as #enjoythedoing #laundry #laundryday abound and social media influencers are suggesting new and exciting ways to lighten the load often translating in greater sales of storage products and space saving compact/foldable laundry items. Consumers are being encouraged
to return to more outdoor drying and indeed, Brabantia surveyed 2000 people and summarise that “The smell of naturally dried sheets was
14 DIY WEEK 25 OCTOBER 2019
www.diyweek.net
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