Sustainability in Household - Global Product Innovation and Consumer Insights - Mintel

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  • Methodology for HPC:

    HPC - Fabric & Dishwashing Care:
    Includes:
    Fabric and dishwashing liquids, powders, tablets, gels, fresheners, conditioners, ironing products, de-scalers
    Excludes:
    Dry-cleaning products; carpet cleaning products

    HPC - Household Cleaners:
    Includes:
    Surface cleaners and polishes, toilet care, bleaches and disinfectants, carpet products, cloths, wipes and sponges
    Excludes:
    Professional cleaning products and services; fabric cleaners

  • What motivates people to go green? Governments, companies, social pressures and style leaders can all be agents of change.

    Our leaders on both a national and local level have acted as a nanny state at times, impelling people to go green – or else. Authorities have in some cases resorted to draconian measures, penalizing those who don’t opt in to recycling programs, low-emission transport or green building codes.

    If that is influence without a choice, the role played by brands and companies is more persuasive. Those who’ve earned the trust and leadership can coerce others into going green not by force, but by ‘positive reinforcement,' and softer enticements like looking cool or earning cash.

    But greenfluencers can also be individuals, or groups of individuals. Indeed, our research shows that some of us are more green than others. The role of consumer(s) as green ambassadors takes the sustainability movement in a new direction, supplanting the fear of being penalized or shamed with the incentive to be part of something bigger.

    We know that the ‘green is cool’ movement can sometimes go too far, veering into Eco and Ego territory. But ultimately greenfluence is less about cultivating image and more about fostering community.
  • What motivates people to go green? Governments, companies, social pressures and style leaders can all be agents of change.

    Our leaders on both a national and local level have acted as a nanny state at times, impelling people to go green – or else. Authorities have in some cases resorted to draconian measures, penalizing those who don’t opt in to recycling programs, low-emission transport or green building codes.

    If that is influence without a choice, the role played by brands and companies is more persuasive. Those who’ve earned the trust and leadership can coerce others into going green not by force, but by ‘positive reinforcement,' and softer enticements like looking cool or earning cash.

    But greenfluencers can also be individuals, or groups of individuals. Indeed, our research shows that some of us are more green than others. The role of consumer(s) as green ambassadors takes the sustainability movement in a new direction, supplanting the fear of being penalized or shamed with the incentive to be part of something bigger.

    We know that the ‘green is cool’ movement can sometimes go too far, veering into Eco and Ego territory. But ultimately greenfluence is less about cultivating image and more about fostering community.
  • What We've Seen
    Is green the new black? Are we wearing eco-friendly behaviours on our sleeves in a bid to boost our egos?
    One of the earliest, everyday expressions of eco and ego was the Anya Hindmarch-designed ‘I’m Not A Plastic Bag’ concept, which found its way into grocery stores across the world.
    “Our aim with this project has been to use our influence to make it fashionable not to use plastic bags…[it] was designed to be a stylish, practical, reusable bag that would raise awareness of this issue and spark debate.” – Anya Hindmarch.
    After this we saw drinking receptacles become a means of proclaiming one’s ‘greenness’. As bottled water became demonised, reusable bottles for toting one’s tap water morphed into stylish – and sometimes heavily branded – accessories, from Philippe Starck’s Feuille d'eau charitable designer bottle (see 'Stylish Tap') to Racquel Youtzy’s dinner part dispenser (see 'The Lovely Tap Water Bottle').
    Corporate social responsibility is something we have come to expect as we rely upon brands to be green for us, or save us money in the process. However, public displays of ‘personal social responsibility’ appeal to our sense of individuality, evangelism and peacock tendencies. Being green is moving beyond mere celebrity endorsement and becoming something for everyone to aspire to and flaunt.
    While there is marketing mileage in products that visibly deliver a ‘greener-than-thou’ message, there is also the danger of further alienating those who are already sceptical about the green movement. In other words, it can quickly backfire when eco becomes more about ego than the environment.
  • Annual review: fabric and dishwashing care:

    The most significant environmental impact of washing clothes or dishes happens at the usage phase, thus changing consumer behaviour is critical to saving resources. In the advanced economies of North America, Europe and in Asia Pacific, where washing machine and dishwasher ownership is high, reducing energy consumption at the usage phase is the most important factor whereas for households who do laundry or dishwashing by hand, saving water the dominant factor as this is done in unheated water in most regions.

    Minimising packaging, reducing dosage and saving resources in manufacturing and transportation as well as using ingredients from renewable resources are measures being integrated in new product development today. The leading fabric and dish care marketers, Procter & Gamble, Unilever, Henkel, RB, Kao and Colgate-Palmolive, have launched comprehensive sustainability and corporate social responsibility programs, thus are doing whatever they can to “save” the planet (see Global warming counteracted by use of natural ingredients). However, the industry has a huge communication task ahead as many consumers have become wary of many companies green claims.

    Industry initiatives such as AISE sustainable cleaning in Europe aims at educating consumers to change their behaviour and thereby reduce their environmental footprints. However, it has proven difficult to convince consumers to wash at reduced temperatures, use shorter cycles and ensure they wash a full load for environmental reasons. Campaigns have focused on the environmental benefits of saving energy and water when doing laundry and dishwashing, whereas Mintel’s consumer research suggests people would be more prepared to change their habits if it saved them money. Three quarters of Brazilians, for instance, would reduce water or electricity consumption to save money.
  • Global leaders are going ecological or natural

    Four of the leading global household cleaner companies have launched either natural or ecological variants of their major brands or specific eco-friendly brands. Colgate-Palmolive has launched Ajax Pure & Clear labelled with the Nordic ecolabel and Ajax Natura Verde labelled with either the Nordic or European ecolabels and in some cases with both. The two Ajax versions differ in the respect that Natura Verde is based on natural ingredients while this is not the case for the “regular”, eco-labelled version marketed in the Nordic region.

    Colgate-Palmolive has launched natural or eco-labelled household cleaner trigger-sprays and concentrated liquids in several European countries where, according to Mintel research, almost half (48%) of household cleaner users think it is important that products are made from natural ingredients (see Colgate-Palmolive turns ecological in Europe).

    Clorox, the North American market leader, had a change of strategy in Spring 2013, lowering the prices of its Green Works line of natural hard surface cleaners, realising that green products also have to be affordable to succeed (see Clorox Green Works changes strategic direction). SC Johnson owns the natural brands Mrs Meyer’s (US) and Caldrea (North America) and has launched natural versions of brands such as Pliz (France), Pledge (UK and US), Pronto (Italy) and Scrubbing Bubbles (US).

    Unilever launched the natural household cleaner CIF PowerPro Naturals into several European markets including UK, Italy and France. Colgate-Palmolive is currently the leading ecolabel household cleaner company in terms of new launches (according to Mintel GNPD), while sharing the honour with Method and Werner & Mertz in respect of natural, vegetable- or plant-based products.


  • Europe remains the primary driver of global ethical & environmental HC product innovation.

    Based on product launches from 2012 to 2013, product introduction in Europe increased, +1.8%.

    Europe is the most important region for both ecolabel and natural household cleaner launches, with France seeing the greatest number of launches of both natural and ecolabel cleaning products. (Source: Mintel HPC).

    North American brands of ecological household cleaners have moved onto the next stage by launching products made with locally sourced natural or even organic ingredients. Local marketers in APAC and Europe are now also picking up on this emerging trend. Seventh Generation is especially active in marketing USDA certified organic or biobased products in the US.
  • Ecolabels are growing in importance in Brazil and China. Natural, vegetable- or plant-based ingredients are a particular area of NPD in the US, the UK, Italy and Australia (see Global warming counteracted by use of natural ingredients). Source: Mintel HPC - ANNUAL OVERVIEW – Fabric and dishwashing Care
  • Maintaining the appearance of clothes, terms of freshness, colour and fibre maintenance, is of growing importance in the fabric conditioners sector. Interest in odour-fighting fabric conditioners is growing, with Asia Pacific markets interested in conditioners with malodour fighting properties, often combined with antibacterial or mould removing properties to improve the freshness of clothes that are dried indoors.
  • Maintaining the appearance of clothes, terms of freshness, colour and fibre maintenance, is of growing importance in the fabric conditioners sector. Interest in odour-fighting fabric conditioners is growing, with Asia Pacific markets interested in conditioners with malodour fighting properties, often combined with antibacterial or mould removing properties to improve the freshness of clothes that are dried indoors.
  • Showing responsibility for the environment and the wider society is no longer just of interest to a small number of committed greens but is now becoming a must-do for marketers of household products (seeSC Johnson Announced Global Leader of Change).

    Natural and ecological products will come to play an even bigger role in the year to come, pushed by the market leaders in Europe and Asia Pacific and by private labels in North America (see Walgreens succeeds with cross-category private labels). Origin of ingredients and how these are produced will become more important to consumers, meaning eco-brands such as Seventh Generation will have to develop organic or biobased-certified products in all segments and formats, e.g. wipes made of organic bamboo.

    In Latin America, it is becoming increasingly important for the leading local household cleaner manufacturers to demonstrate their social responsibility. For example, Cera Ingleza Brazil features the Falcao Bauer (Quality, environment and social responsibility) and Abrinq Foundation (child abuse) logos, and products from Alen Del Norte in Mexico feature the ESR logo for socially responsible manufacturing.

    Henkel, with its Terra line of natural household cleaners, supports the RSPO’s (Round table of Sustainable Palm Oil) sustainable palm oil production initiative by buying sustainable palm oil certificates.


    1:Terra Bathroom Cleaner uses active ingredients mainly derived from sustainable plant ingredients instead of petroleum, and light and completely biodegradable surfactants. Henkel supports RSPO, thus sustainable palm oil products and contributes to protecting the rainforest.

    2:The Mexican market leader Alen Del Norte features the ESR logo for social responsible enterprises on its product

    3:Brazilian marketer of household cleaners is certified as ecologically friendly by the Falcao Bauer Technology Centre for Quality Check and supports local charity Abrinq Foundation against child abuse
  • Multi-functionality in household cleaning has become a focus for the leading marketers of household cleaning products.

    Making cleaning easier next time around is a growing feature of household cleaner launches, with bathroom cleaners in particular featuring this type of technology (shield technology). Floor cleaners are also featuring longer-lasting clean claims.


    Bom Bril Pratice Refil de Limpador Múltipla Ação 5 em 1 (5-in-1 Multi-Action Cleaner Refill) has been repackaged and is now available in a newly designed pack. It contains an exclusive formula that is said to make cleaning faster and more efficient. According to the manufacturer, this product cleans, disinfects, eliminates grease, gives shine and leaves a pleasant cleaning fragrance. It also features a bacteriostatic agent that prevents bacteria from developing and spreading. It is suitable for use on refrigerators, ovens, glasses, mirrors and metallic surfaces. This product retails in a 500ml recyclable refill bottle. Also repackaged is Limpador de Uso Geral 5 em 1 (5 in 1 All purpose Cleaner) now available in a newly designed 500ml recyclable pack. The product features a bacteriostatic action and cleans, remove grease, polishes, fragrances more efficiently and quickly.

    Henkel Super Croix Secrets d'Ailleurs Bulles 2 en 1 Seychelles Lessive et Adoucissant (Seychelles 2 in 1 Detergent Capsules) retail in an 840g practical and resealable pack containing 28 x 30g capsules and features the Advanced Cleanright logo. The hibiscus flower & vanilla milk scented product is said to give perfect cleanliness and comprises both a detergent and a conditioner.

    Calgonit Finish Powerball Power & Pure Detergente para Louça Tudo em 1 (All-in-One Dishwashing Tablets) feature an Active Oxygen formula that eliminates hard stains, while the PowerBall releases bubbles with potent cleaning agents. They also have less chemicals, specifically less colourants and allergens. They offer seven super functions: powerful cleaning; salt function; eliminates stains; brightening function; limescale machine protection; anti-grease power; and no wrapping. The kosher certified product retails in a 432.4g pack with 23 x 18.8g units, bearing the AISE Sustainable Cleaning and the Happier Homes logos. (ID: 2363500)
  • Powerful and gentle, while killing and protecting:

    Combining two important aspects of health & safety, i.e. powerful germ killing while being sensitive to skin, might seem a contradiction to many, so adding an environmentally friendly or natural claim to the equation gives even more reason for confusion.

    Marketers of disinfecting household cleaning products are becoming aware of the perceived contradiction between killing germs and being gentle to the skin. Reckitt Benckiser has launched Harpic White & Shine antibacterial toilet cleaning wipes in APAC and Lysol Power & Free disinfecting cleaning spray which is free-from harsh chemicals such as bleach in North America. Colgate-Palmolive is pushing this trend - originally a stronghold of Scandinavian retailers - into other European countries (see slideshow), while Unilever is adding claims of natural ingredients and allergen removal to the equation in Europe where it markets Lyso+Form Protezione & Natura in Italy and in Eastern Europe under the Glorix brand.

    As consumer safety issues will continue to grow in importance, antibacterial and virucidal properties will also become more important, especially in the kitchen and washroom cleaner segments, and will capture market share from bleaches and disinfectants.

    100% hygiene: Ajax Pure Home Multi-Surface Cleaning Liquid purifies the air with refreshing eucalyptus essential oils and aromatic plants. The product contain active ingredients rich in oxygen and offers 100% hygiene


    Scandinavian version: Ajax Pure & Clear Universal Spray is gentle on sensitive skin and features the Nordic Swan logo. Household cleaners have to be eco-labelled to be listed in the retail sector in Sweden. Eco-labelling accepts endorsement from the Nordic Asthma & Allergy organisations featured on this product.
  • Performance textiles with added benefits such as dirt repellency, antibacterial or insect repellent properties have made a strong impact across the institutional and industrial textiles market. Performance textiles in consumer products are mainly seen in sports and outdoor clothing, but are crossing over into everyday fashion to create new opportunities for fabric care marketers.

    Henkel was one of the first companies to launch a mainstream laundry detergent for performance textiles, but Procter & Gamble and Unilever are also active in this segment (see Performance textiles and their impact on fabric care).

    The number of fabric care launches claiming suitability for breathable, sports or outdoor textiles rose 25% in 2013 (Jan-Nov) compared with the whole of 2012. In addition to laundry detergents and fabric fresheners (e.g. Febreze Sport) launched in 2012, 2013 also saw market activities in other fabric care categories such as stain removers, fabric conditioners and upholstery & carpet care. Europe is no longer the leading region for such launches, losing its lead to North America in 2013, while products are also appearing in Latin America and APAC.

    Fabric care marketers are not solely focusing on specialty products for maintaining performance textiles but are also providing consumers with products that apply or rejuvenate functionalities such as water or dirt repellency (see Nikwax promotes at-home waterproofing).
  • Natural and ecological no longer a grassroots issue:
    Showing responsibility for the environment and the wider society is no longer just of interest to a small number of committed greens but is now becoming a must-do for marketers of household products.

    Natural and ecological products will come to play an even bigger role in the year to come, pushed by the market leaders in Europe and Asia Pacific and by private labels in North America (see Walgreens succeeds with cross-category private labels). Origin of ingredients and how these are produced will become more important to consumers, meaning eco-brands such as Seventh Generation will have to develop organic or biobased-certified products in all segments and formats, e.g. wipes made of organic bamboo.

    In Latin America, it is becoming increasingly important for the leading local household cleaner manufacturers to demonstrate their social responsibility. For example, Cera Ingleza Brazil features the Falcao Bauer (Quality, environment and social responsibility) and Abrinq Foundation (child abuse) logos, and products from Alen Del Norte in Mexico feature the ESR logo for socially responsible manufacturing.
    Henkel, with its Terra line of natural household cleaners, supports the RSPO’s (Round table of Sustainable Palm Oil) sustainable palm oil production initiative by buying sustainable palm oil certificates.

    From multifunctional to cross-category multipurpose:
    Any features that can make daily household chores easier to carry out have potential for more growth in Europe and North America as well as, albeit to a lesser extent, in Latin America. In APAC, ingredient-related multifunctional properties, for example, antibacterial and odour neutralisation, will become more popular.

    SC Johnson’s Touch-up kitchen and bathroom cleaners exemplify how multi-functionality and innovative applications can create game-changing cleaning solutions that challenge existing easy-to-use formats, especially cleaning wipes.

    Signs are that multipurpose products (e.g. suitable for hard surfaces, dishwasing) are becoming more important than multi-functional products (e.g long-lasting fragrance, antibacterial) as the former transform better into all-in-one solutions. One notable multipurpose launch is P&G’s Tide multi-purpose cleaning solution (see Procter & Gamble launches multi-purpose cleaning solution) a cross-category product for fabric care, dishwashing and hard surface cleaning.


    Overall - Household cleaner growth estimates by region 2013-16:
    The market is forecast to reach US$ 25 billion by 2016, representing an annual growth rate of 2.1% since 2011. Latin America is expected to generate the highest growth (7%) followed by Asia Pacific and the Middle East & Africa (both 6%), while North America and Europe are expected to stay flat.

    The growth in Latin America will come from a combination of increasing ability to spend more and growing populations. The fast growing Latin American markets are starting to share features of more advanced regions as multipurpose and convenience become more important in marketing household cleaning products.

    Hard surface and kitchen cleaners will drive growth in most regions but with some regional differences, for instance positive growth in Latin America will be helped by rising sales of bleaches & disinfectants, a category that is forecast to decrease in North America.

  • Sustainability in Household - Global Product Innovation and Consumer Insights - Mintel

    1. 1. Sustainability in Household - Global Product Innovation and Consumer Insights Driving green cleaning though collaboration and innovation © 2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
    2. 2. Everyday at Mintel… 2 mintel.com
    3. 3. Objective and methodology Objectives: This material takes a look at how household products are evolving into a scenario of sustainable products with the purpose of finding innovation opportunities for Latin America. This report will look at sustainable trends to closely understand the new product launch landscape, consumer perspectives and product innovations around these products. There is a focus on global product launch activity to identify trends within sustainable fabric care, dishwashing and household cleaner products. Methodology: Mintel Household & Personal Care: • ANNUAL OVERVIEW: Fabric & Dishwashing Care and Household Cleaners Mintel Inspire: • Eco and Ego • Greenfluencers Mintel GMN: Mintel Oxygen: • Green Lifestyles – Brazil Mintel GNPD (Global New Products Database): • Geography: Global • Date published: January 2012 – June 2014 • Categories: Dishwashing Products , Hard Surface Care , Fabric Care • Sustainable claims: Ethical – Animal, Ethical – Charity, Ethical – Environmentally Friendly Package, Ethical – Environmentally Friendly Product, Ethical – Human. 3 mintel.com
    4. 4. Sustainability Sustainability Consumer Trends in Brazil Sustainable HC Product Trends & Innovations Sustainable HC Product Trends & Innovations 4 mintel.com
    5. 5. Birth of sustainability “The world population growth will outpace the ability of the earth to supply resources” - Malthus, 1826 “Pay workers higher wages so they can afford to purchase the products they make” - Henry Ford “Avoiding unnecessary cost could be more profitable than sales” - Benjamin Franklin 5 Source: Mintel - Sustainability, skepticism and the future of household products mintel.com World population 1820 1 billion 1930 2 billion 1960 3 billion 1974 4 billion 1987 5 billion 1999 6 billion 2011 7 billion Developing sustainable manufacturing and entrepreneurship
    6. 6. From industrial environmentalism to sustainability 1960 1970 1980 1990 2000 2010 6 Source: Mintel - Sustainability, skepticism and the future of household products mintel.com Sustainable Entreprenureship 2000- • Corporate Social Responsibility • FSC-Certified • Organic cleaning products • ISO 14025 (Eco-labelling) • ISO 50001 (Energy) • ISO 26000 (CSR) • Consumers fear next generation might be affected by resource scarcity as a result of increasing industrial use of natural resources Ecological Modernisation 1990-2000 • BS 7750 and ISO 14000 • Fairtrade labelling • Natural products • LEAN manufacturing • OHSAS 18000 Strategic Environmentalism 1988-1993 • All surfactants for detergents and cleaning products regulated • Eco-labels • Industries develop LCA • Mintel publishes first report on environmentally friendly products • Compact detergents launched, creating an avalanche of environmental claims Environmentalism as Social Responsibility 1982-1988 • Biodegradability of surfactants regulated • Eco-brands founded • BS 5750 and • ISO 9000 • Brundtland defines sustainability Regulatory Environmentalism 1970-1980 • EPAs are established • First ban on substances • First toilet paper made from recycled fibres launched • Consumer fear associated with resource scarcity • Greenpeace founded Industrial Environmentalism 1960-1970 • Environmental proection is left to the industry • Output focused management systems • World Wildlife Fund
    7. 7. From industrial environmentalism to sustainability cont. Environmental • Natural resources • Environmental management (ISO 14000) • Pollution prevention Sustainability 7 Source: Mintel - Sustainability, skepticism and the future of household products mintel.com Economy • Profit • Cost saving (LEAN) • R&D • Economic growth Social responsibility • Standard of living • Comunity • Equal opportunities Social-Environment • Resource stewardship (RSPO) • Locally & Globally • Environmentally Environmental-Economic • ISO 50001, energy effieciency • ISO 9000, TQM and LEAN • Subsidies for using renewable resources Economic-Social • CSR and ISO 26000 • Fairtrade and third party labelling • Workers’ rights and OHSAS 18000 Sustainability is a process of continuous improvements
    8. 8. Trend: Greenfluencers - Specifics 56% of Brits who said that being “green” is a priority for them 24% of US consumers have purchased a green product just to show others that they are environmentally conscious 94% of Brazilians say it’s the responsibility of companies to have minimum environmental impact 60% is the proportion of US consumers who would rather buy products from a company with a clear set of standards about what "green" is 71% of Brazilians would stop buying a product if it is not ‘green’ of sustainable 8 Source: Mintel Inspire - Greenfluencers mintel.com
    9. 9. Trend: Greenfluencers - Overview Some companies and consumers are greener – and more ‘greenfluential’– than others - We’ve seen how companies can act as green leaders. And we’re likely to only see more businesses follow Marks & Spencer’s lead and become carbon-neutral – putting ‘peer pressure’ on other corporations to do the same. On the other hand, corporate policies that take a more human approach, such as subsidizing employee bicycle schemes, may prove to matter more to consumers - Ultimately, there is an argument that we find it easier to be – or do – good when we are enjoying the process. This is the ethos behind the charity dinner or concert. The opportunity for businesses to play the role of greenfluential while also promoting enjoyable experiences builds nothing but positive brand equity - Retailers and manufacturers are becoming role models to get ahead of their competitors - Dialogue between greenfluencer companies and greenfluencer individuals equates to “Collective Intelligence” and creates greater trust and more useful products - There’s a chance to make green lifestyles and services fun and enjoyable rather than a duty or a task What’s it about? Implications Key action items 9 Source: Mintel Inspire - Greenfluencers mintel.com
    10. 10. Trend: Eco and Ego - Overview What’s it Are we going green just to be seen? about? • Green-as-identity-marker remains a powerful proposition, and the market for in-your-face green goods can continue to appeal • As consumers in emerging markets like India and Latin America begin to embrace green innovation and also a community spirit of sustainability, a degree of green vanity or at least social one upmanship can be expected to flourish • It will be important for marketers to keep an eye on emerging eco issues and develop branding strategies accordingly. For example, we know that water conservation will be an enormous issue in the next few decades. While portable water bottles have already established their footing in the marketplace, there will certainly be opportunities for other products and brands to broadcast their water-conscious credentials. • Green issues can be marketed as current, fashionable and en vogue. • Green must be visible through overt logos and packaging and apparel labels. • Green aspiration can’t be so unattainable that it creates cynicism or class opposition. Implications Key action items 10 Source: Mintel Inspire – Eco and Ego mintel.com
    11. 11. Consumer Trends in Brazil Sustainability Consumer Trends in Brazil Sustainable HC Product Trends & Innovations Sustainable HC Product Trends & Innovations 11 mintel.com
    12. 12. When put in context, the environment falls behind other big issues in Brazil There is a tendency to declare more commitment to environmental issues than really exists. In the context of wider social issues, health facilities, crime and unemployment are of greater concern. Best solutions are those which save money and offer an environmental benefit at the same time as for example energy efficient products or larger formats that save packaging and cost less. 12 Source: Mintel Oxygen - Green Lifestyles - Brazil mintel.com
    13. 13. Brazilians trust that companies can have a positive impact on the environment Despite being critical, Brazilians do think that companies have the potential to affect the environment, for good or for bad; 91% agree with the statement “I think green actions from companies can really have an effect in world´s environment”. This might indicate that they do believe in their potential to become an important part in environmental development. 13 Source: Mintel Oxygen - Green Lifestyles - Brazil mintel.com
    14. 14. Saving money will continue to be a key driver of sustainable behavior Research studies show that Brazilians in general carry out significant amount of sustainable practices but these are often strategies to save money than an action committed to the preservation of the environment. Campaigns have focused on the environmental benefits of saving energy and water when doing laundry and dishwashing, whereas Mintel’s consumer research suggests people would be more prepared to change their habits if it saved them money. Three quarters of Brazilians, for instance, would reduce water or electricity consumption to save money. Products that are capable of aligning price, quality, and sustainability will be best positioned to capture the attention of Brazilian consumers. 14 Source: Mintel Oxygen - Green Lifestyles - Brazil mintel.com
    15. 15. Saving water with no-rinse and one-rinse global products In Latin America, where hand washing is common, fabric conditioners and washing-up liquids that require less rinsing are important launches in helping reduce water consumption Less foam hand dishwashing detergent saves water One rinse 2in1 liquid detergent with fabric softener One rinse fabric conditioner saves 2- 4 buckets of water per wash Unilever’s CIF Active Gel is a Latin American example of an easy to rinse hand dishwashing detergent, a product type often marketed in Asia Pacific and Eastern Europe Lion’s fabric care products represent some of the most concentrated products on the market – this version is specially formulated for top-loaders reducing rinsing to one cycle. Easy to rinse detergents are becoming the standard throughout APAC Downy from Procter & Gamble in Vietnam is a one rinse fabric conditioner. These water, time and effort saving fabric conditioners are common in Latin America and Asia Pacific 15 Source: Mintel HPC - ANNUAL OVERVIEW – Fabric and dishwashing Care mintel.com
    16. 16. This lack of clarity means that Brazilian consumers demonstrate low levels of commitment to some aspects of sustainability six in ten Brazilians consider green factors when buying products with more than three quarters saying that they are prepared to make lifestyle compromises to benefit the environment such as social security, access to healthcare and education, sustainability loses its importance. Moreover, evidence suggests that Brazilians are less likely to consider environmental factors if it costs them more. Consumers are constantly bombarded with information in sustainability increasing confusion, which has the impact of making consumers more skeptical about the claim is to combine affordability and functionality with the use of sustainable technologies What we think Sustainability is broad and complex concept. Mintel research shows that However, against the backdrop of other social problems The most successful way to address this 16 Source: Mintel Oxygen - Green Lifestyles - Brazil mintel.com
    17. 17. Sustainable HC Product Trends & Innovations Sustainability Consumer Trends in Brazil Sustainable HC Product Trends & Innovations Sustainable HC Product Trends & Innovations 17 mintel.com
    18. 18. Global leaders are going ecological or natural • Four of the leading global household cleaner companies have launched either natural or ecological variants of their major brands or specific eco-friendly brands. • Clorox had a change of strategy in Spring 2013, lowering the prices of its Green Works line of natural hard surface cleaners, realising that green products also have to be affordable to succeed. • SC Johnson has launched natural versions of brands such as Pliz (France), Pledge (UK and US), Pronto (Italy) and Scrubbing Bubbles (US). • Unilever launched the natural household cleaner CIF PowerPro Naturals into several European markets including UK, Italy and France. SC Johnson Fantastik Scrubbing Bubbles Heavy Duty All Purpose Cleaner (US) Unilever Ultra Degreasing Kitchen Cleaning Spray (France) Ajax Natura Verde Universal Cleaning Detergent (Norway) Clorox Green Works 95% Naturally Derived Glass Cleaner (Chile) 18 Source: Mintel HPC - ANNUAL OVERVIEW - Household Cleaners mintel.com
    19. 19. There was a positive growth of global ethical & environmental HC products in 2013 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 19 Source: Mintel GNPD mintel.com 0.0% 2012 2013 2014 Ethical & environmental Convenience Functional Natural Positioning Product tested Free from Suitable for Demographic Plus +1.4 HC product launch activity, based on # of launches, Global, from Jan. 2012 – Jun. 2014 Claim Variants (% of all series) % Chg. 2013 vs. 2012 Ethical - Environmentally Friendly Product 45.4% 1.5% Ethical - Environmentally Friendly Package 20.0% 0.2% Ethical - Animal 5.7% 0.1% Ethical - Charity 1.6% -0.6% Carbon Neutral 0.6% -0.5% Ethical - Human 0.5% 0.3% “Natural and ecological products will come to play an even bigger role in 2014 as will product features making daily household chores easier to carry out” Henrick Moller Jorgensen Global HPC Analyst
    20. 20. Europe sees the highest growth in ethical & environmental HC product launches • Europe remains the primary driver of global ethical & environmental HC product innovation. • Based on product launches from 2012 to 2013, product introduction in Europe increased, +1.8%. • Europe is the most important region for both ecolabel and natural household cleaner launches,. Ethical & environmental HC product launch activity, based on # of launches, Global, 100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 20 Source: Mintel GNPD mintel.com from Jan. 2012 – Jun. 2014 0.00% 2012 2013 2014 Middle East & Africa North America Latin America Asia Pacific Europe
    21. 21. Top countries launching ethical & environmental HC products Top countries launching ethical & environmental HC products, based on # of launches, 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% • Europe continues to drive the majority of new product development, but the USA is the country that innovates the most. Launches in the USA account for 10.30% of all launches. • On the other hand, out of the top countries, the fasted growing country is Italy, +2%, followed by UK and Mexico, +1.5 and +.3 respectively. • Ecolabels are growing in importance in Brazil and China. Natural, vegetable- or plant-based ingredients are a particular area of NPD in the US, the UK, Italy and Australia. 21 Source: Mintel GNPD mintel.com Global, from Jan. 2012 – Jun. 2014 0.00% 2012 2013 2014 USA UK Italy France China Brazil Germany Mexico Spain Canada Latin American Countries Variants (% of series) Brazil 6.3% Mexico 3.4% Argentina 1.5% Colombia 1.2% Chile 0.9% Venezuela 0.3% Peru 0.1%
    22. 22. Lemon and citrus had the highest growth in 2013 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0% • 37.7% of ethical & environmental HC products do not have fragrance information on pack. Fresh ranks 1st, based on the number of launches, followed by lemon, plain/unfragranced, lavender and flower/floral. • Out of the top fragrances, lemon and citrus had the highest growth in 2013 vs. 2012. • Odour neutralisation, deodorising or antibacterial properties are often linked to longer-lasting freshness, which is a feature of high consumer interest. Longer-lasting freshness claims are growing in fabric care, hence the importance of controlled fragrance release is also rising. 22 Source: Mintel GNPD mintel.com 2012 2013 2014 Top fragrances associated with ethical & environmental HC products, based on # of launches, Global, from Jan. 2012 – Jun. 2014
    23. 23. Keeping up appearances – an added fabric conditioner benefit Maintaining the appearance of clothes, terms of freshness, colour and fibre maintenance, is of growing importance in the fabric conditioners sector. Spring Fresh Scented Fabric Softener from Colgate-Palmolive combines easy ironing with heat activated fragrance release creating a fragrance explosion while ironing making it a more enjoyable experience - Colombia Protecting clothes against UV rays Lion is one of the most active marketers of fabric conditioners providing UV protection to keep colours brighter for longer - Vietnam Keeping fabrics looking and feeling like new, while providing dirt and stain repellency - Tesco Protect fabric conditioner promises to keep clothes looking and feeling like new for longer and has a multi-action technology that repels dirt, grime and stains - UK 23 Source: Mintel HPC - ANNUAL OVERVIEW - Household Cleaners mintel.com
    24. 24. Not surprisingly, the most common claim associated with ethical & environmental HC products is botanical/herbal Top claims associated with ethical & environmental HC products by top Latin American countries, based on # of launches, Global, from Jan. 2012 – Jun. 2014 Top claims Brazil Mexico Argentina Colombia Chile Venezuela Peru Botanical/Herbal 5.7% 5.1% 8.2% 16.3% 3.3% 3.4% 6.7% Ease of Use 15.1% 15.4% 13.9% 25.6% 15.4% 24.1% 26.7% Anti-Bacterial 12.7% 15.4% 7.6% 24.8% 6.6% 10.3% 20.0% Time/Speed 6.7% 6.7% 10.1% 14.0% 14.3% 6.9% 6.7% Odour Neutralising 1.9% 5.9% 5.7% 14.7% 5.5% 3.4% 6.7% Dermatologically Tested 8.2% 0.3% 3.8% 0.8% 4.4% 0.0% 0.0% Economy 11.0% 8.1% 18.4% 2.3% 11.0% 6.9% 0.0% No Additives/Preservatives 0.4% 2.5% 0.0% 4.7% 1.1% 0.0% 0.0% Convenient Packaging 2.4% 5.6% 0.0% 3.9% 6.6% 3.4% 0.0% Fragrance Free 0.6% 1.4% 0.0% 2.3% 0.0% 0.0% 0.0% Refill 5.4% 4.2% 11.4% 0.8% 7.7% 0.0% 0.0% Hypoallergenic 0.6% 2.0% 0.0% 0.8% 6.6% 0.0% 0.0% No Animal Ingredients 0.3% 0.3% 0.0% 0.8% 0.0% 0.0% 0.0% Social Media 1.9% 8.7% 1.3% 6.2% 2.2% 0.0% 0.0% Kosher 0.0% 3.9% 0.0% 4.7% 1.1% 6.9% 6.7% • Overall, botanical/herbal is the most popular claim associated with global ethical & environmental HC products, followed by ease of use, anti-bacterial, time/speed and odor neutralizing. • Based on product launches from 2012 to 2013, social media claims had the highest growth, +1.8%. • In Brazil, the most common claims are ease of use (15.1%), anti-bacterial (12.7%) and economic (11%). 24 Source: Mintel GNPD mintel.com
    25. 25. Natural and ecological no longer a grassroots issue - Social responsibility on-pack Showing responsibility for the environment and the wider society is no longer just of interest to a small number of committed greens but is now becoming a must-do for marketers of household products Green palm certification Socially responsible Falcao Bauer and Abrinq Foundation logos 25 Source: Mintel HPC - ANNUAL OVERVIEW - Household Cleaners mintel.com
    26. 26. Multi-functionality and longer-lasting clean • Multi-functionality in household cleaning has become a focus for the leading marketers of household cleaning products. Making cleaning easier next time around is a growing feature of household cleaner launches, with bathroom cleaners in particular featuring this type of technology (shield technology). Floor cleaners are also featuring longer-lasting clean claims. • Signs are that multipurpose products (e.g. suitable for hard surfaces, dishwasing) are becoming more important than multi-functional products (e.g long-lasting fragrance, antibacterial) as the former transform better into all-in-one solutions. Bombril 5-in-1 Multi-Action Cleaner Refill cleans, disinfects, eliminates grease, gives shine and leaves a pleasant cleaning fragrance. It also features a bacteriostatic agent that prevents bacteria from developing and spreading. (Brazil) (Seychelles 2 in 1 Detergent Capsules) retail in an 840g practical and resealable pack containing 28 x 30g capsules and features the Advanced Cleanright logo. 26 Source: Mintel HPC - ANNUAL OVERVIEW - Household Cleaners mintel.com (France) Rechkitt Benckiser All-in-One Dishwashing Tablets feature an Active Oxygen formula offer seven super functions: powerful cleaning; salt function; eliminates stains; brightening function; limescale machine protection; anti-grease power; and no wrapping. (Portugal)
    27. 27. Combining convenience Powerful and gentle, while killing and protecting with aspects of health and safety • Combining two important aspects of health & safety, i.e. powerful germ killing while being sensitive to skin, might seem a contradiction to many, so adding an environmentally friendly or natural claim to the equation gives even more reason for confusion. • As consumer safety issues will continue to grow in importance, antibacterial and virucidal properties will also become more important, especially in the kitchen and washroom cleaner segments, and will capture market share from bleaches and disinfectants. Ajax Pure Home Multi-Surface Cleaning Liquid purifies the air with refreshing eucalyptus essential oils and aromatic plants. The product contain active ingredients rich in oxygen and offers 100% hygiene (Belgium) 27 Source: Mintel HPC - ANNUAL OVERVIEW - Household Cleaners mintel.com Ajax Pure & Clear Universal Spray is gentle on sensitive skin and features the Nordic Swan logo. Eco-labelling accepts endorsement from the Nordic Asthma & Allergy organisations featured on this product. (Sweden)
    28. 28. Beyond suitability for performance textiles Performance textiles with added benefits such as dirt repellency, antibacterial or insect repellent properties have made a strong impact across the institutional and industrial textiles market. Performance textiles in consumer products are mainly seen in sports and outdoor clothing, but are crossing over into everyday Multipurpose fashion to create new opportunities for fabric care marketers. Stain and odour removal and prevention for sports, baby and pet-related textiles and surfaces 3x concentrated laundry detergent Warner Robins Body Odor Elimination System consists of laundry detergent, fabric freshener, stain remover and detergent booster under the brand OdoBan Cleans and neutralises odours Ecocert , Vegan and Eco Garantie certified solutions for performance textiles launched in Germany 28 Source: Mintel HPC - ANNUAL OVERVIEW - Household Cleaners mintel.com
    29. 29. The big stories Companies are tapping into the natural/ ecological trend More-in-one products and shield technology feature in growing numbers of launches The importance of disinfecting, antibacterial and virucidal household cleaners is growing Encouraging consumers to change their behavior is critical to saving energy and water Manufacturers are using ingredients from renewable resources as part of their corporate responsibility programs Performance textiles with added benefits such as dirt repellency, antibacterial or insect repellent properties are creating new opportunities for fabric care marketers 30 Source: Mintel HPC - Fabric & Dishwashing Care and Household Cleaners - Annual Review mintel.com
    30. 30. Looking to the future Marketers need to demonstrate their social responsibility are looking for multipurpose lines to use for a wider range of cleaning tasks and they need a personal incentive to encourage them to use less resources Consumers will become more important, especially in the kitchen and washroom cleaners segments Antibacterial and virucidal properties by cold water washing and making clothes last longer appeals to cash-strapped shoppers. In Latin America, the Middle East & Africa and APAC, where hand washing is common, fabric conditioners and washing-up liquids that require less rinsing are important launches in helping reduce water consumption, while Europe is seeing launches of laundry and dishwasher detergents that allow shorter wash cycles. Saving money 31 Source: Mintel HPC - Fabric & Dishwashing Care and Household Cleaners - Annual Review mintel.com
    31. 31. We recommend that you… Look at the best sellers and benchmark performance in HPC Compare market sizes and shares in HPC categories Explore consumer attitudes in your region – Mintel Oxygen Brazil Consumer Reports Understand the big picture trends that affect the future of your market Retrieve samples of key products Check what’s on shelf, what it’s selling for, what’s being promoted Contact Mintel Brasil: 0800-095-9094 brasil.mintel.com 32 mintel.com
    32. 32. Silvia Guerin VP Latin America 0800-095-9094 sguerin@mintel.com Tel Email Twitter @mintelnews © 2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel www.mintel.com 33 mintel.com

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