SUSTAINABLE HOMECARE Environmentally friendly cleaning and homecare products are popular choices. Following the most recent outbreak of Covid-19 in New Zealand, sanitizers and cleaning products have been top of mind for many shoppers. We see a new and more thorough cleaning routine at home, with eco-friendly products among the rising trends.
Earthwise – Effective. Naturally “Earthwise is New Zealand’s market leading eco-friendly cleaning brand, with retail sales exceeding $21m, and over 48% share of NZ Grocery environmental cleaning sales,” says Assistant Brand Manager Georgia Butcher. “The brand continues to be a key growth driver, contributing over 44% of total environmental cleaning growth.” With sustainability a movement not a trend, consumers are increasingly looking for natural cleaning products that are effective, do not use harsh chemicals, and utilize more sustainable packaging options. Consumers are voting with their feet too. According to a Colmar Brunton study 48% of New Zealanders have deliberately switched to a brand or service that is more sustainable. Butcher comments: “Consumer NZ recently tested New Zealand’s 24
FMCG BUSINESS - SEPTEMBER 2021