Progressive Grocer Product

WIN 2015

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2 6 Progressive Grocer Products Showcase / Winter 2015 • 71% of consumers are constantly looking for new home care products that make it easier to get house work done • 70% of consumers are constantly looking for new home care products that get the house cleaner • 68% of consumers are constantly looking for new home care products that get the house work done in less time Source: IRI 2015 New Product Survey Mintel urges retailers to make a connection with powerful and effective products, but also a message that relays the relevance and intimate nature this category can play in consumers' lives. Beyond price, Mintel emphasizes that the "challenge for retailers and brand marketers is to encourage category shoppers to think about more than just price," the report says. "Retailers can make a stronger bond with household care shoppers by leveraging the emotional connection between shopping for household products and caring for home and family." In-Store oppS The cleaning products sector is generally quite planned, but in-store opportunity remains: • 88% of cleaning products buyers make a list before shopping for the category • 42% make a hand-written list • 31% make a mental list • 15% make a list on their smartphone • Most of the time (65%) the list does not include a specifc brand • Despite list-making tendencies, there is plenty of opportunity to infuence purchase decisions in the store • 25% planned the category need, but decided on the exact product purchased in the store • 25% decided what to buy before shopping but remain open to changing their mind at the shelf • 11% made an unplanned purchase in the store • 40% decided what to buy before shopping and purchased item as planned Source: IRI 2015 Path to Purchase the power of BrandS Home care shoppers are only "moderately brand loyal to individual brands," Mintel reports, pointing to roughly one-third reporting that they tend to buy the same brand every time in most categories. "Nearly as many say that they have a few preferred brands that they choose from, indicating that familiarity, habit, and trust play into most household care purchase decisions." Another Mintel report covering home care – Household Care Packaging Trends, January 2015 – emphasizes the value of packaging in strengthening home care brands and delivering the extra benefits shoppers seek, especially if price isn't the only decision driver. "In this highly competitive, no-growth environment, where sales increases must come at the expense of a competitor, packaging is as important as the product itself as a means of creating brand differentiation and delivering value to consumers," according to the report. Mintel points to a few key packaging characteristics the make a big impact in home care. • Expansion of unit dose form favors increase in standup pouches Bottles, in various shapes and sizes, remain the default choice for most household care products, accounting for roughly two thirds of launches over the past fve years in Mintel GNPD. Flexible standup pouches, however, have increased not only in share of launches but also in impact on the market with the increasing popularity of unit dose products in the home laundry and dishwashing categories. • Cleaning power a key purchase consideration, opportunity for packaging Cleaning efectiveness is an essential criterion in most household care product purchase decisions, rated very important by more than three quarters of shoppers and at least somewhat important by nearly all. While evaluations of cleaning efectiveness are likely to start with the product itself, packaging features can also play a role. Source: Mintel, Household Packaging Trends report, January 2015 Other attributes noted by Mintel include value, convenience and sustainability. MerchandISIng MatterS Though industry observers encourage building home care categories on attributes and not only price, price matters, especially in consumable items used in something as banal as house cleaning. As a result, according to Solon, Ohio-based ECRM, home care products were mostly promoted with price points, as prices were seen in 69 percent of promotions, according to 2015 Market Track reporting. In terms of promotional intensity, the top 10 most promoted home care products included laundry detergent, paper products and dish detergent, ECRM reports. And despite losing 300 ads in the current year, Tide was still the most promoted product within home care. PGPS NON-FOODS

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