Sunshine Makers, Inc. is reclaiming its share of the fast-growing natural cleaner market with the rollout of Simple Green Naturals.
Clorox got the mainstream green category rolling a year ago
with Green Works, a line of household cleaners that Clorox
contends is 99% natural; i.e., the ingredients come from
renewable resources, are biodegradable and free of petrochemicals. Clorox admits that the products do contain synthetic preservatives and colors, but maintains that it is working to develop 100% natural formulas. Clorox also admits
that it can’t develop a 100% natural disinfecting formula, but
research in that area is ongoing.
For now, consumers will have to be content with the introduction of Green Works Natural Biodegradable Cleaning
Wipes, which are manufactured using 100% cellulose fibers
and derived from renewable farm-grown trees
Following the launch of Green Works, Church & Dwight
kept the green cleaning conversation going with the intro-
duction of Arm & Hammer Essentials, a line that now
includes multi-surface cleaner, cleaner and degreaser and
glass cleaner as well as liquid laundry detergent, fabric softener, powder laundry detergent, deodorant and even kitty
Prior to the launch of the cleaners, a Church & Dwight executive told HAPPI that compared to conventional products, the
refill system reduces the waste stream by 80%. Moreover, the
starter kit price is similar to leading products in the industry,
but the refill will offer consumers a terrific savings, according
to Church & Dwight.
“We think it’s a wonderful environmental story,” the C&D
executive said. “It’s a combination of reducing the packaging
waste stream, while having the ability to deliver superior
cleaning using topflight formulas based on plant-based ingredients.”
Household Cleaning Product Sales Slide in Food, Drug & Mass
Demand for most household cleaners declined in food, drug and mass merchandisers for the 52 weeks ended Jan.
25, 2009, according to Information Resources, Inc. Only lime/rust removers managed a scant gain for the period.
Results do not include Wal-Mart’s sales.
Abrasive Tub/Tile Cleaner
Chimney Soot Remover
Nonabrasive Tub/Tile Cleaner
Toilet Bowl Cleaner/Deodorizer
- 5. 62
- 63. 12
- 5. 31
- 9. 12
- 3. 56
- 6. 40
- 6. 35
- 7. 13
- 4. 13
- 7. 66
- 4. 27
- 3. 29
- 10. 55
- 5. 79