something EPA-registered conveys and
speaks to the product efficacy,” said
Bondi. “We’ve provided an alternative to
a conventional disinfectant.”
Other companies offer environmentally-responsible cleaning options. One of
them, Winning Brands, Barrie, Canada,
is determined to use environmentally
progressive chemistry to help solve
Responsible, Not Invisible
not environmentally-invisible,” reasoned Eric Lehner, chief executive officer, noting that even the greenest formulas have an impact on the environment. “If you pour a glass of milk into a
fishbowl, the fish wouldn’t like it very
much,” he observed.
The company’s flagship product,
Winning Colours stain remover, is billed
as being “strong as a solvent; as gentle
Lehner won’t disclose the formula
behind the product, but he said modern
product formulation is a moving target.
“It’s not feasible today to remain fixed
in a single formulation due to the availability of new raw materials and changing regulations,” he said.
Lehner insists attitudes regarding
green must change too.
“The tendency is to characterize some
products as green and others as not,” he
said. “We anticipate a post-environmen-tal market where there will be no nasty
products like our grandparents knew.
Consumers will expect the product to be
Demand for all things green has
helped Method expand its distribution
in the U.S. and Canada.
“While the primary growth has been
in mainstream grocery and drug outlets
across North America, some important
national retailers were added to our
portfolio during the past year including
Bed Bath and Beyond, Lowe’s Home
Improvement Centers and Babies ‘R
Us/Toys ‘R Us,” she said.
According to Rosenblum, these partners offer excellent distribution of the
Method brand at key locations where
consumers do their shopping.
Five of the Simple Green Naturals
products that were launched in 2008
received Green Seal Certification earlier this year (see HAPPI, April 2009, p.
64). For now it will hold off on more certifications to measure the impact that
the prominent display of the Green Seal
certification mark has on the Naturals
line, according to Denise Dochnahl, a
“We are hoping that Green Seal will
continue to be featured in consumer
publications and on television programs
such as “Good Morning America” where
it has been before,” she explained.
Looking for a Niche Market? Think Microwave OVER THE YEARS, marketers have rolled out specialized products to clean the con- vection ovens, hardwood surfaces and toilet bowls. But maybe they should turn their attention to the ubiquitous microwave oven, which, it turns out, is getting
more use than ever these days due to the recession. According to a study by The NPD
Group, Port Washington, NY, Americans are eating at home more but they’re opting for
microwaves rather than an open flame to cook their food.
“Microwaving has been flat for two decades, but it increased last year as Americans
found a way to eat at home and not cook,” said Harry Balzer, chief industry analyst at
The NPD Group, and author of Eating Patterns in America, an annual compilation of
NPD’s food and beverage market research. “We’re using our microwaves to warm and
heat more, but not prepare more dishes from scratch.”
According to Balzer and NPD’s food industry market research, Americans used their
microwave ovens more last year and their stove tops less. Approximately 20% of all
meals prepared in U.S. homes from 1990 to 2007 involved the use of a microwave, until
last year when usage rose 10%. He said stove tops remain the most popular cooking
appliance but the percent of main meals prepared on a stove top dropped from 52% in
1985 to 33% in 2009.
“I’ve observed America’s eating patterns in good and bad economies, and the constant
is that there is no recession in eating and Americans don’t want to cook what they eat,”
According to Dochnahl, the more manufacturers and Green Seal can educate
the public about the purpose and the
process behind Green Seal certification,
the more the certification mark will
hold meaning and value.
“Unlike many of our competitors, we
have chosen to very prominently display the certification mark on our front
product labels, with the hope that the
consumer will see it and learn that it is
a verification of the claims and information found on our labels,” she added.
In another move, the company
launched Simple Green Pet Stain &
Odor Remover. The product’s Bond
Technology eliminates odors permanently—with no resoiling or remarking,
according to the company.
Keeping Ahead of Deadlines
Procter & Gamble has been extremely
busy in the dishwashing category, both
in the autodish and handwash segments. Next month, P&G will introduce
a phosphate-free version of Cascade
automatic dish detergent. The move
comes well ahead of a July 2010 ban on
ADD formulas that contain phosphate.
For its part, Method launched Smarty
Dish, a phosphate- and bleach-free
dishwasher detergent more than a year
ago, but the company recently repackaged the brand.
The introduction of phosphate-free
Cascade follows the addition of Dawn
Hand Renewal with Olay Beauty. The
product is available in a variety of formulas that seem more at home on a cosmetic counter than a kitchen counter.
SKUs include Pomegranate and Splash
with Vitamin E, Lavender and Silk with
Vitamin E, Aloe Vera Scent and
Tropical Shea Butter.
According to P&G, Olay Beauty transforms the look and feel of hands in just
five uses, while maintaining Dawn’s
normal grease-fighting power.
There’s no doubt that skin-caring
ingredients will provide a boost to
Dawn’s sales. But for many marketers
today, the biggest growth opportunities
and challenges lie in the green sector.
“We believe that someday, the entire
cleaning aisle in all stores will be eco-friendly and non-toxic,” said Rosenblum. “It’s actually happening faster
than we thought and that’s great!” ;