senior beauty analyst at Mintel.“This may be a result of these younger women juggling multiple activities and responsibilities with a busy
work schedule. While they may deem a certain scent appropriate for the office, they might choose a more flirty scent for social functions.”
While motivation for fragrance purchases differs, the clear favorite is in-store samples. According to Mintel, 69% of fragrance owners say they’re motivated to purchase a new fragrance based on samples they’ve tried in-store, while 26% cite a recommendation from
a family member or friend as the impetus behind a new purchase.
“Women have to experience a scent to make sure it’s appropriate, as there aren’t many objective criteria they can use to test smell,”
explained Fay. “Female consumers often say that a fragrance smells differently on their skin than it does out of the bottle, so trying an
in-store sample increases the likelihood that they’ll still be happy with their purchase once they get it home.”
More info: www.mintel.com
Opportunities in Green Cleaning Market
• According to new consumer research on household cleaning products by EcoFocus Worldwide,
corporations have huge new market opportunities in the“green” cleaning product space.
The findings, which are based on the EcoFocus 2010 U.S. Trend Survey of 4,500-plus Americans ages 18 to 65,
show that features related to the health of the environment and to personal health are the most desirable when purchasing green cleaning products today. For 71% of buyers, biodegradable ingredients are at the top of their shopping
list; followed by hypoallergenic ingredients for 67% of buyers, said EcoFocus.
Around half of shoppers find plant-based cleaners and those made without chemical dyes or fragrances to be desirable, according to the St. Petersburg, FL-based firm.
“Shoppers are looking for manufacturers to give them more choices by creating green products using their brand’s
recognized expertise. This is a significant opportunity for traditional CPG companies with longstanding reputations as
experts in cleaning,” noted Linda Gilbert, chief executive officer of EcoFocus Worldwide.
According to EcoFocus, too often, green products focus on communicating environmentally friendly attributes
and forget to make it easy to tell fabric softener from detergent, for example. EcoFocus suggests that manufacturers need to focus on product performance for the mainstream consumer.
“Consumers tend to perceive greener cleaning products as being less effective than their counterparts,”stated
Lisa Harrison, consumer insights and research leader for EcoFocus.“It is critical for corporations to disprove these
perceptions by waiting until they develop high performing products rather than rushing to market with inferior
products that consumers try once and abandon. After a bad experience, getting them back into the category, let
alone to your brand, will be difficult.”
According to EcoFocus, shoppers also want manufacturers to help educate them about green by telling them
how to recycle packaging, and what makes this choice greener than the next one through effective labeling.
More info: www.ecofocusworldwide.com
More emphasis on
benefit the green
Is American Frugality Lingering?
• The frugal habits adopted by U.S. consumers during the economic crisis of 2008-2009 have continued and even deepened in
some cases, and may be here to stay, according to the latest annual survey of 2,000 consumers by Booz & Company.
The third annual Booz & Company consumer spending report revealed that U.S. consumers continue to feel they are on shaky
ground, fueled by high unemployment and feelings of uncertainty, even among those who are employed. As a result, consumers are economizing broadly, deferring spending on discretionary items, and trading down on essentials. In fact, most consumers cut back spending even more this year than last, according to Booz & Company.
The survey also found more affluent consumers are less willing to trade down on price or prestige than the less affluent.
“The new frugality that consumers reported last year—one that requires trade-offs between price, brand and convenience—has be-
come dominant and ingrained behavior in several categories,” said Booz & Company partner Nick Hodson.“Consumer products com-
panies and retailers need to monitor and understand the evolving behaviors of different consumer segments and respond to each,
category by category. Going back to business as usual is not an option.”
According to the survey, cutbacks on both discretionary spending and essentials this year were again significant, and even greater
than the previous year. For example, in health and beauty, 28% cut back spending vs. 25% in 2009 and in household products, 28% re-
duced spending vs. 21% in 2009.
Consumers also continue to trade down on essentials by switching to less expensive brands. For example, this year’s survey found
that 39% continue to trade down on household products and 37% said they traded down on food at home, similar levels compared to
last year’s survey.