Living Survey, only 44% of parents think their family is doing
enough to live naturally. While they might like to “do more,”
63% believe it would be difficult. The top three obstacles are:
1. They think it is too expensive (54%);
2. They are suffering from eco-confusion, meaning they are
confused as to what natural activities and products are effective (20%); and
3. They think it is inconvenient to purchase the appropriate
products or tools needed (17%).
More from Seventh Generation
The influx of new players to the category is notable, but not
terribly upsetting to companies such as Seventh Generation,
said Reed Doyle, director of global strategic sourcing for the
“We welcome them to the category; we haven’t seen any cannibalization,” insisted Mr. Doyle. “They’ve helped grow the
category as a whole and brought attention to green cleaners.
And if S.C. Johnson and Clorox are spending millions of dollars on advertising, that grows the entire category and helps
build consumer awareness.”
In fact, consumers are becoming so aware of Seventh
Generation’s products that the company posted topline
growth of 50%—making it the best year ever in its 21-year
Now, Seventh Generation wants more. This year, the company rolled out single-use autodish pacs constructed in
biodegradable PVA, fabric softener sheets, a rinse aid and a
150oz. package of its 2X ultra liquid laundry detergent.
“Our autodish pac formula is chlorine- and phosphate-free
and biodegradable,” explained Mr. Doyle. “Plus, the formula is
polyacrylate-free and contains poly aspartic acid, a
Even with all this new chemistry, the formula cleans as well
as leading brands such as Cascade, according to the
Burlington, VT-based company.
Although Seventh Generation executives said the product
launches were too new to gather meaningful sales data, Mr.
Doyle proudly noted that Seventh Generation’s hand dishwashing liquid overtook Dawn dishwashing liquid to become
the No. 1 brand in Target.
“We’re No. 1 because A, the formula is very efficacious and
B, it’s priced competitively (with leading national brands).”
The Word from Washington
Regulations are an evergreen issue when it comes to household cleaning products. Chris Cathcart, president of the
Consumer Specialty Products Association (CSPA), expects
regulatory activity to heat up in the next 12 months as important issues such as reforms to the Toxic Substances Control
Act (TSCA) move to center stage. But Mr. Cathcart is confident that a strong coalition of stakeholders will enable positive reforms to take place.
“CSPA has a reputation of bringing together allied industry
groups and non-government organizations to the table to
work things out,” he told HAPPI. “TSCA is a 33-year-old
statute. We understand there needs to be reform and that
TSCA can be improved.”
To get that reform moving in the right direction, in
February CSPA teamed up with Soap and Detergent
CSPA Mid-Year Meeting Set for May 5-8 in Chicago
THE CONSUMER SPECIALT Y PRODUC TS ASSOCIATION will hold its Mid-Year Meeting and Innovention Program May
5-8 at the Chicago Marriott Downtown in Chicago. Sir Ken Robinson, innovator and author, will keynote the
CSPA general session on May 6. Named “business speaker of the year” by 200 European companies, Sir Ken
makes an irresistible case for creativity and innovation and reveals how to increase them in any organization. In
keeping with the meeting’s theme “Will to Succeed,” he will discuss how people—and corporations—can apply
their natural talents to achieve at their highest levels. His presentation will be tailored to the consumer products
Division programs include the 60th Anniversary Celebration of the Aerosol division on May 6. The event will
include a special 10-minute audio-video presentation of photos of division members at CSPA activities over the
decades, special guest speakers from each of the six decades of the division, and appearances by many past division chairs who have since retired from the industry. Meanwhile, the Cleaning Products division will hold a special session on biological products. On May 7, several division meetings will be held, including:
• Air Care—An A+ Opportunity to Educate Yourself Regarding the Key Topics Influencing the Air Care
Category in the Year Ahead;
• Antimicrobial—Emerging Pathogens;
• Cleaning Products and Industrial & Automotive (joint session)—What’s on Your Label?;
• Pest Management—The Nuts and Bolts of Risk Assessment; and
• Polishes & Floor Maintenance—A technical session is planned, along with a general meeting the day before
with reviews of issues confronting the division and the industry in order to maintain the competitive edge needed
to succeed in these challenging times.
The Innovention program (May 5-7) offers attendees a forum for efficient and economical business meetings.
The program includes tabletop exhibits by industry suppliers and is devoted to the promotion of information
exchange, new products, ingredients and services. More info: www.cspa.org