Shopping For Cleaning Products Under The Spector Of COVID-19
March 27, 2020
The COVID-19 story is still unfolding. It’s premature to offer guidance on how it will affect consumers’ emotions, lifestyles and brand preferences. ALL of us know how we are feeling - we do not need research to remind us of it.
As of this writing, we’re still in the early days of a nationwide “lock down.” No one is certain just how long this will last. But shopping will go on and high on everyone’s lists for the foreseeable future will be cleaning products (if they can find them).
Through the end of the week of March 16th, along with chicken and toilet paper, shoppers emptied retailers’ shelves of wipes, cleaners, and hand sanitizers. As we prepped for the siege ourselves, we noticed a few things.
Natural (ie: Mrs. Meyers Clean Day, 7th Generation, Dr. Bronner's) multi-purpose cleaners, dish detergents, and hand soaps were often in abundant supply.
Certain varieties of wipes and traditional cleaners were available as well.
There was no shortage of bleach.
To decode what was going on, we consulted the experts - members of our ThinkTank panel during the week of March 23rd. Read the commentary and then listen to the audio for a consumer packaged goods (CPG) company playbook during the days ahead.
Sarah, 23, Washington, DC
DOUBLE DOWN ON CLAIMS
Shoppers are not taking chances. If it doesn’t say what it kills and how much of it, or give specifics about the active ingredient, they are moving on.
CPG companies need not be shy. If you’ve got the power, use it.
And for naturals, find some claims that mean something - and fast!
Lauren, 38, Georgia
ONE STORE, MULTIPLE SIZES
A global pandemic means people buy what they can, when they can and where they can find it.
They are looking for more quantity than usual due to the uncertainty of re-stocking and the ability to even leave home.
CPG companies must be flexible with supply chains and be able to stock bulk items even in outlets where shoppers traditionally do not buy them.
Michelle, 38, Illinois
NATURALS - DO THE RESEARCH FOR THE SHOPPER
When Michelle says, “I need to do some research on the naturals,” that is code for “I’m not buying it” or “I’ll probably buy something else.” Natural products must spoon-feed efficacy and safety research to shoppers at every chance possible. Third party endorsements can help as well.
Above all, however, be authentic. If it cannot kill COVID-19, say it rather than leaving shoppers to wonder. They will reward you for it later.
Barbara, 48, Connecticut
Jeff, 43, Ohio
WHERE ARE NATURAL AEROSOLS?
To rapidly decontaminate areas, shoppers are turning to aerosols even if they have never used them before.
While there may be doubts about efficacy of naturals, aerosols - especially with aromatherapy style essential oils may help locked-down people feel a bit cleaner and more relaxed. If ever there were an opportunity for naturals, this is it.
BLEACH - THE BEST STUFF BUT HOW DO I USE IT?
Shoppers know that bleach is highly effective. But what good is that if they do not know how to effectively use it?
They need ready-mixed bleach based cleaners that are safe on a variety of surfaces and will not leave their homes smelling like a hospital.
Clorox Anywhere (although hard to find even in non-pandemic times) could be the “killer cleaner” of the year right now.
Courtnee, 52, California
A NEW TREND FOR HOMES - DECONTAMINATION AREAS
COVID-19 has given people new ways to look at germs and how to keep them at bay.
Decontaminating one’s self and any items entering the house is now essential behavior.
While CPG companies cannot re-design homes, they must think about new types of products for key home entry points such as mud rooms, garages, and foyers.