after the bottle is introduced into the landfill.
Depending on the type of landfill and the
associated bacteria types and levels, the total
biodegrading process takes from 2-8 years.
Once complete, there is no residual plastic. During the process, the digestion of the
bottles produces methane gas, which can
be captured at the landfill and converted to
Since it takes years for products to
breakdown in landfills, with today’s aging
consumer base, it’s a safe bet that a lot people won’t be around to benefit from all that
With that in mind, it’s key for marketers
and their suppliers to think about how older
consumers, as well as the disabled and able-bodied, interact with their products and
packages, according to Barrett.
At last month’s CSPA Midyear meeting
(see p. 82 in this issue) he offered sugges-
tions on designing home care products for
aging populations around the world. He
defined Universal Design as product de-
sign based on the core value of inherent and
equal accessibility for the elderly, disabled
and able-bodied alike. He noted that Japan
has the oldest population in the world, with
Germany at No. 2 and the US and China not
far behind. But even as consumers grow old-
er, they want things done faster and easier.
These demands led to the creation of unit
dose packs, concentrated liquids and even
auto-stop caps such as Tesco’s Flash all-pur-
pose cleaner. Age-conscious manufacturers
are also putting more detailed pictures on
product labels and making fill lines clearly
visible so that older consumers know when
they are running out of product.
For arthritis sufferers, SC Johnson added
electric trigger sprays to Scrubbing Bubbles
and Raid brands, while Guangzhou Liby
launched new packaging for its Venwin
cleaner, whereby the inner spray nozzle is
pointed upward at a 45º angle rather than
straight. In the US, Clorox added a dispensing tube that tracks along the bottle wall so
that cash-strapped consumers can get every
drop of liquid from their cleaner.
“Innovation must save consumers money, or not cost them any more,”he warned.
Beyond the packaging, formulas and
formats are changing too, to meet the special requirements of older and disabled consumers. Formulas like Kaboom Foam-Tastic
change color to show that they’re working,
while devices like P&G’s Swiffer Vac provide
greater reach and clean more surfaces.
And, just as in personal care, marketers
are rolling out greener packages that use less
plastic or are available with refill packages.
For example, in China, SC Johnson rolled
out a Mr. Muscle bottle that is 9% lighter
than the traditional package, which will save
more than 900,000 pounds of resin annually.
With retail channels in flux, sustain-
ability on the rise and a population getting
older, marketers must grapple with a range
of issues that impact their packaging deci-
•Bathing suit. Check. Sandals. Check.
Pantene. check. Tripadvisor has announced
the winners of its third annual Travelers’ choice
awards for Travel Favorites–highlighting the
top brands that travelers around the world
prefer for their trips. Here are the winners:
• Nivea (body lotion)
• Pantene (shampoo & conditioner)
• Dove (soap, deodorant)
• L’Oréal (hair gel)
• Paul Mitchell (hair spray)
• Purell (hand sanitizer)
• Off! (insect repellent)
• Burt’s Bees (lip balm)
• Listerine (mouthwash)
• Gillette (razors)
• Neutrogena (sunscreen)
• Colgate (toothpaste)
The results stem from surveys conducted
using a panel of more than 5,500 TripAdvisor
travelers to select a shortlist of brands/prod-ucts in each category. A total of 95,056 travelers (including 30,146 US respondents) then
selected their favorites from the shortlist.
With world travel setting new records
every year, you can be sure that travel-size
packaging options are becoming even more
WHAT’S IN YOUR SUITCASE?