The birth of a child, the development of a health condition or a newfound concern for local rivers are among the concerns that might bring customers to the natural and organic table. But, retailers are finding that the longer customers linger, the more likely it becomes that their interest in natural and organic foods will spread to related products. And, as they become more effective and less expensive, all-natural household cleaners are becoming an increasingly important category for consumers adopting the "green" lifestyle.
"Generally, the organic consumer is aware of being environmentally conscientious," said Bea James, director natural, organic, and health and beauty care for Lunds and Byerly's, Edina, Minn., adding that concern about environmental issues appeared to be on the rise among the company's customers. "No one should feel good about using chlorine or ammonia-based chemical solvents. These products contribute to damaging ground water and, in the long run, our environment."
James said Lunds and Byerly's does "very well" with branded all-natural dish soaps and laundry detergents from companies such as Seventh Generation, Restore and Ecover, and, in its "Living Wise" circular, Byerly's recently featured tips for cleaning with common, non-toxic products such as lemons, vinegar or baking soda.
By substituting earth-friendly products for regular cleaners, customers concerned about the environment feel that they are making a personal change that can have an impact over the course of their lifetime. But a handful of other factors drive sales in this category as well. Many families with young children, for example, are drawn to all-natural cleaners when toddler-proofing their homes, because they present a less toxic alternative to conventional brands. For others, the primary concern is their own health.
"Many customers are inquiring about alternative cleansers due to allergies or health issues," James said. "We have some customers who are allergic to chemical cleansers, and we have also had some customers who have been advised by their doctors to reduce chemicals in their home to help support their immune system."
Indoor health has become an issue since today's more tightly constructed and insulated houses can result in air that is more polluted inside the home than outside.
Recent studies by the U.S. Environmental Protection Agency, for example, found that levels of a dozen Volatile Organic Compounds, or VOCs, were two to five times higher inside the average home than outside those same dwellings, regardless of whether they were in industrial areas or rural towns. These compounds are emitted by thousands of sources as diverse as dry-cleaned clothes, freshly applied housepaint, pesticides, new carpet and permanent markers. However, conventional cleaning products remain one of the most frequently applied sources of this indoor pollution.
"Concern about excess chemicals where they're not needed would probably be a higher priority than the environment to most consumers," said Jay Jacobowitz, president of Retail Insights, a Brattleboro, Vt.-based consulting firm. "In other words, a threat to me, as a consumer, is more immediate with the concept of household toxicity than the idea of saving the earth."
Concerns like personal health, child safety and protecting the environment might sound widely varied, but one retailer pointed out that they actually dovetail neatly.
"If you have a customer that's concerned about the environment, you can be sure that they're aware of any chemical products in their own home, and they're also probably aware that anything you get on your skin can be absorbed into your bloodstream," said Debbie Leland, specialty and natural food buyer for Kowalski's Markets, St. Paul, Minn. All-natural cleaners are still a small category, but these factors have helped it ride the larger natural and organic boom, even as sales of conventional cleaners have softened. Still, it takes some work to get the average customer interested.
"You have to be a pretty dedicated natural and organic customer to spend $7.99 or $8.99 on 100 ounces of laundry detergent vs. a traditional product at $3.99 or $4.99," Leland noted. "The customer who's buying that [$8.99 bottle] is pretty committed to wellness in general and also the environment."
Several suppliers of all-natural cleaners have begun enjoying the benefits of larger-scale manufacturing and have lowered prices accordingly, but prices on many products can be prohibitively high for mainstream shoppers. That can have a tendency to discourage trial, presenting a hurdle for an unfamiliar category.
Also, while leaps and bounds have been made in the functionality and effectiveness of eco-friendly cleaning products since the category began to develop in the 1980s, it still contends with the lingering perception that conventional chemicals simply work better.
"The effectiveness of these products has definitely gotten a lot better," said Mike Gilliland, chief executive officer of Sunflower Markets, Longmont, Colo. "In the [natural food industry's] early days, it used to be sort of a running joke. People thought it was a nice idea, but a lot of the products just weren't practical."
Variety has expanded as well, Gilliland noted, with all-natural alternatives available for most conventional cleaners and paper products. The majority of the cleaners Sunflower Markets offers are all-natural, he said, although assortments are customized by region. The all-natural offering is slightly more aggressive in the chain's Colorado locations than in its Arizona stores, for example.
Leland agreed that perceptions of the category are improving. "I think people are trying the products, using them, and discovering that they are effective," she said. "Sometimes you have to use a bit more elbow grease, but the trade-off is that you aren't using chemicals."
At Kowalski's, Leland uses a combination of regular promotions, special displays and educational signage to teach customers about the category, and says steady sales increases have caused the set to double in size, from 4 feet to 8 feet during the past six years.
The fresh, natural smells of the essential plant oils used to manufacture many of these products also win a lot of loyal converts, according to Leland.
"I just recently had a customer tell me she was 'amazed' that she's willing to spend $8.99 on an all-purpose spray that has pure essential oils in it because it smells so good. It's like a small indulgence. It makes cleaning fun."
Dish detergents, all-purpose sprays and laundry detergents from companies such as Seventh Generation, Ecover, Mrs. Meyer's Clean Day, Earth Friendly and Restore turn most frequently at Kowalski's locations, Leland said.
Kowalski's is a chain in transition toward a more upscale retailing model, constantly growing its natural and specialty food selection, she added. As a result, all-natural cleaners have become an important piece of the retailer's broader strategy.
"That is our customer and our demographic," Leland said. "We're definitely committed to offering natural and organic products in every single category. That's who we are."
Shopping Environment
Shoppers who are just beginning to try organic produce and dairy might soon be looking for recycled nonfood items.
Environmental concerns guide the shopping decisions of the "LOHAS" consumer, short for "Lifestyles of Health and Sustainability." At their most developed stage, these are the folks in the Whole Foods parking lot loading up the trunks of their hybrid cars with organic produce, free-trade coffee, paraben-free HBC items and paper towels made without chlorine.
Few customers make such dramatic shifts in their shopping habits overnight, but if a shopper suddenly becomes concerned about the pesticides or growth hormones used in conventional agriculture, there's a good chance that a LOHAS friend or relative has their ear, and is influencing their opinion of these categories.
Good Advice
Customers buy all-natural cleaners for three primary reasons: concerns about the environment, concerns about "indoor pollution" and concerns about having toxic chemicals in a house with young children.
The fresh, non-chemical smell of the essential oils used in many all-natural cleaners is a key factor driving repeat purchases.
High price points and concerns about effectiveness are two major barriers to trial that promotions, sampling and demos can help eliminate.
All-natural cleaners are an important category for core natural and organic food shoppers. Consultants say that if natural and organics account for at least 4% of sales at a store, it may be time to offer these products.
