Progressive Grocer - April 2009 - (Page 71)

Grocery Green Clean Is Growing By D. Gail Fleenor Natural cleaners are growing in popularity for their safety, environmental friendliness and, in some cases, price. natural cleaning products may not be as effective as regular cleaners, which affects popularity. The grocer promotes such items on a rotating cycle by dedicating entire end caps when on promotion to highlight the complete branded lines of natural cleaning products. Wooster, Ohio-based, 13-store Buehler’s Fresh Foods carries a variety of natural all-purpose cleaners, according to Bob Buehler, VP marketing and mer, chandising. “We currently carry Clorox Green Works, Earth Friendly and Seventh Generation. We are looking at some new lines: Citra-Solv, Mrs. Meyer’s, Dragon Fly and Ecover,” he says. Movement is much slower for products designated “natural all-purpose cleaners” than for the category of “natural cleaning products,” which is growing, he notes. Green Elbow Grease C onsumers seeking ways to “go green” and protect the environment and their families by avoiding chemicals are grabbing natural all-purpose household cleaners off store shelves at a record pace. Mintel, a market research company based in Chicago, has projected growth in the category to reach $623 million by 2013. Considering the category has already grown from $17.7 million in 2003 to a whopping $64.5 million in 2008, this increase seems attainable. Supermarkets are going for the green with a category sales increase of 170 percent from 2007 to 2008, according to Mintel’s “Report on Environmentally Friendly Cleaning Products,” January 2009. Since key demographics for this category are shoppers ages 25-34 and households with children, natural all-purpose cleaners should keep grocers in the green. “The natural all-purpose cleaner category has grown for us, especially since we have started to dedicate its own sets in our Market Street stores, where it makes a presence,” says Suman Lawrence, Living Well business manager for the 45-plus store United Supermarkets, based in Lubbock, Texas. Packaging of the products has become more www.progressivegrocer.com doesn’t just clean, but smells great, too.” “Natural cleaning products appeal to the environmentally conscious customers, of which Heinen’s has many,” says Bill Meade, category manager for Heinen’s. The Warrensville Heights, Ohio, chain covers the greater Cleveland area. “Currently, we carry Clorox Green Works, Seventh Generation, Method, Planet and the newest line, Nature’s Source from SC Johnson.” Meade notes many consumers perceive attractive, she notes, and prices are “a little more affordable than in the past.” Natural all-purpose cleaners are usually promoted at United through temporary price reductions when offered by the distributor or manufacturer, as well as with end caps and in ads. Clorox Green Works products are located “on the traditional grocery side” at United Supermarkets, Lawrence says. The Texas chain carries Mrs. Meyer’s Clean Day, Seventh Generation, BioKleen and Weimans natural all-purpose cleaners as well as Green Works. “Mrs. Meyer’s is popular,” Lawrence notes. “It A H E A D O F W H AT ’ S N E X T Although only out for a little over a year, Clorox’s Green Works is the market leader in natural household cleaners, with 45 percent of category sales, according to Mintel. A recent Associated Press report said that, of the $12 billion spent each year in the United States on cleaning products, the natural category Natural cleaner category sales have increased 170 percent from 2007 to 2008. Progressive Grocer • April 2009 • 71 http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - April 2009

Progressive Grocer - April 2009
Contents
Nielsen's Shelf Stoppers/Spotlight: Salty Snacks/Variety Snack Packs
Market Snapshot: Cleveland, Ohio
Independents Report: How Jax Markets' MacAloney Triumphed Over Adversity
Lempert Report: Consumers in Command
Nielsen Report: Keeping Up With the Economy: Insights and Opportunities in Uncertain Times
Store of the Month: Close to Home
Sustainability Best Practices: It's Not Easy Being Green
Give Green, Get Green
Store of the Month: The Collection
Household Cleaners: Green Clean Is Growing
Meat Conference: Annual Meat Conference Rustles Up Retailers, Vendors to Denver
Produce: Organic Opportunities
Meat: Premium Possibilities
Reusable Bags: Paper, Plastic or Yours?
Technology: Priced to Sell
Equipment: A Flash of Green
What's Next: Editors' Picks for Innovative Products

Progressive Grocer - April 2009