Progressive Grocer

DEC 2016

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stop germs from spreading, and we plan to use that approach with allergy season this year," says Gorenberg. Specialty cleaners remain the profit center of the category, with dollar sales up nearly 6 percent, according to IRI data. Gurnee, Ill.-based Weiman Products, which markets stainless steel, glass and granite clean- ing products, among other specialty cleaning offerings, saw a 16 percent dollar sales gain over the period, and Falcon Safety Products, which markets the Dust-Off brand of electron- ics monitor-cleaning products, also experienced a 16 percent spike in dollar sales. "As people are replacing their PCs and the smartphone and tablet market grows, consumers are looking for quick, easy and affordable solutions for cleaning their electronics, especially on the go," says Jennifer Rappaport, director of marketing at Branchburg, N.J.-based Falcon. According to Rappaport, consumers are discover- ing multiple uses for Dust-Off products. "Our line of Dust-Off dusters was primarily used to clean CPUs and keyboards, but we're finding that people are also using them around the home on hard-to-clean items like blinds and lampshades, or to quickly remove dust from a shelf or bookcase without having to remove all the items on it," she says. e company is working with retailers to keep its Dust-Off products together in the cleaning aisle rath- er than merchandised in the stationery or electronics sections. "We've created an off-the-shelf display that highlights all our electronics cleaning products," notes Rappaport. "With shelf spacing being so limited, we've found that off-the-shelf displays let retailers bring new products into a crowded section." ere's been some growth in toilet bowl deodoriz- ers and cleaners, with dollar sales of both Clorox and Willert Home Products brands up 10 percent. Ty-D- Bol recently introduced toilet rim products priced 30 percent below other branded products. "People are still very into fragrance, especially when it comes to bathroom products," says Willert's Cade. "Clorox Toilet Wand, which hit the market a few years ago, has had an uptick in sales," says Goren- berg. "Part of the growth is due to placement in the home cleaning tool section so the product goes head to head with traditional brushes. Growth is also due to a change in the way consumers, younger consum- ers in particular, are cleaning the bathroom." Tradition Still Matters While disposable products are a bigger part of the category, retailers also need to offer traditional cleaning tools. "We're seeing some migration to tra- ditional dust mops and microfiber cleaning cloths that offer enhanced performance," observes Michael Silverman, director of marketing at Hudson, Mass.- based Butler Home Products. "Kroger dedicates a lot of space to traditional cleaning tools to give consumers choice, and their business is very strong." Butler recently introduced a spin mop under the Clorox label that retails for $25, and updated its licensed Dawn line of kitchen brushes and sponges with more bristles, updated handles and hang-hole options. e products, which have an average retail price of $3.49, are often cross-promoted with Dawn dishwashing liquids at some chains. "When we run a coupon for a brush-and-liquid- When we can tie a highly consumable product to a higher-ring, higher-margin product and increase that basket purchase, the retailer wins." —Michael Silverman, Butler Home Products Bases • Fixtures Displays • Merchandisers Storage Dunnage Racks Over 80 Base Sizes Newspaper Basket Stands Pallet Guards

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