Page 71 - RetailWorld-May2021-Tobacco-Updated

brands and retailers to think about going forward, because in a world less focused on hygiene, consumers will want brands to help them have their cake and eat it too: convenient cleaning but in a way that doesn’t damage the planet.” Environmental attributes key In 2020, the total Australian cleaning market grew by more than 30 per cent versus YA (IRI IHP, National Panel, 2020 vs 2021, supplied by Natures Organics). Shoppers prioritised products with powerful cleaning functionality, and those with antibacterial claims. However, they also continued to be aware of their environmental footprint, with sales of products claimed to be environment friendly growing by more than 90 per cent. Both trends appear to be long lasting, says Natures Organics Category Analyst Nirvana Denton. “In particular, H2 2020 results showed that although total cleaning growth slowed to 20 per cent, environmental sales grew over 70 per cent,” she said. “In addition, we believe that consumers are seeking out products that provide a better user experience.” Consumer interest in environment friendly cleaning products has grown 76 per cent in the past two years (Google Trends, supplied by Natures Organics). According to IRI Shopper Panel, 57 per cent of cleaning shoppers “try to purchase environmentally friendly products”. However, there’s still a gap, with only 46 per cent of shoppers actually buying. “Natures Organics aims to bridge the gap with improved ranges, and retailers can capitalise on this growth by helping shoppers find environmental sections more easily,” Ms Denton said. Australian owned and operated, Natures Organics has been manufacturing and selling at scale for more than 30 years and continues to innovate across new and established brands. Its flagship brand, Earth Choice, has launched a number of antibacterial products, including dish concentrates and an all-purpose spray cleaner. Undo This Mess (exclusive to Woolworths) and Cove are the latest brands in the company’s homecare portfolio, claiming to offer sustainable solutions across cleaning, laundry and dishwashing. Growing awareness Ecostore Group Marketing Director Sustainability Projects & Communications Jemma Whiten says people are seeking products that are both safe and efficacious. “We first saw a rise in products with harsher chemicals, due to fear of germs and Covid-19,” she said. “Now there’s also an awareness that these products might not be as safe to use often in the home, so more attention is given to reading labels, ensuring products are still safe for the family.” As people are spending more time at home cleaning, says Ms Whiten, not only are they cleaning more often, but a resurgence of love and attention has also been a feature of the category. The implication of this is that self-care and home care have become intertwined. “The pandemic taught us that, above all, it’s important to look after our own mental wellbeing,” Ms Whiten said. “We see this with people actively searching for products that both enhance and boost their wellbeing in the home. This can take form in two ways: the rise of task specific cleaners \\\\\\\[ie, spending more time cleaning to relieve stress, spending more time understanding as well as completing those specialised jobs\\\\\\\] and the rise of cleaning products that enhance your health and mood: expect to see more products with ingredients that do just that.” Highlighting health and wellness Health and wellbeing remain the answer to future product launches, according to DuroKleen owner Maree Gauci. She says that while there was a flurry towards alcohol-based products in the early days of the pandemic, their inherent downsides (“flammability, skin irritations and surface corroding effects”) have awakened consumers to the need for safer and more versatile solutions. “At the height of our pandemic, the consumers’ immediate reaction was to purchase a disinfectant or sanitiser as quickly as possible,” she said. “Over the past 12 months consumers have experienced the long-term effects of these products. Hence we’re now seeing a trend in consumers looking for safer products, like DuroKleen.” DuroKleen, currently retailed online, uses a water-based non-toxic formula that is “kinder to surfaces”. Its products are claimed to impart an invisible, antimicrobial barrier that has demonstrated efficacy on surfaces for up to 100 days. “Combatting everyday germs and acting as a shield against mould, mildew, algae, viruses, and bacteria, DuroKleen sprays form a physical, antimicrobial surface barrier that captures and dissolves potentially harmful microbes on contact,” Ms Gauci said. She adds that sanitisation should be a staple in everyone’s lives, and retailers have the responsibility of providing solutions that make this easy and, more importantly, safe. “We have an unhealthy reliance on harsh chemicals across retail and commercial cleaning sectors that needs HOUSEHOLD ESSENTIALS MAY, 2021 RETAIL WORLD L