Strong eco credentials and chemical-free attributes make green household and home products a natural fit for health food stores
More and more people are looking to live the low- impact life, reducing their environmental footprint in all areas of their lives. This trend is creating a new opportunity for natural products retailers, enabling them to reach a fresh audience of greens as well as expand their offer to their traditional base of natural and organic consumers.
With the rise of ‘green thinking’, a whole new range of eco products have been making their way onto the market. From organic bedding to sustainable tableware, eco-cleaning and homeware products to energy-saving gadgets and gifts – there’s something
to suit all of your green-minded customers.
But it isn’t just concern for the health of the planet that is driving the natural living sector forward. It’s people’s concern for their own health that is increasingly front of mind, says Matthew Clark of Green Brands (UK distributor for Earth Friendly Products and Michael’s Originals). “I think ‘family healthy’ is now the key purchasing motivator in some categories. In my own opinion the primary motivation to choose green cleaning products is to protect their and their family’s health. Environmental concern is a supporting benefit. By choosing green cleaning products people avoid bringing harsh and toxic chemicals into the home which can enter the body through the skin and airways.”
Another trend Clark has spotted within the green cleaning category is a growing preference for fragrance-free products. “Many people are choosing to avoid fragrances for fear of irritation of their skin or lungs, even if the fragrance has a natural source,” he explains.
And, as with so many natural products categories, convenience adds to the appeal – even if, says Clark, it increases cost. “I’d give our ECOS Laundry and Wave Dishwasher single-wash sachets as an example. They’re simpler to use, no measuring needed, but they are higher priced – and sales grew by 25% last year.”
For retailer Mike Abrahams the green home products category, with its strong eco credentials and chemical-free attributes, is a natural fit for his customers. He recently showed NPN around the lively green products section of his store, Wild Oats in Bristol.
Fill her up!
“We aim to cover the whole ground, from specialist ranges like Alma Win, Earth Friendly and newcomers like Libby Chan – a brilliant probiotic cleaner that cleans anything and everything! – as well as the basics. So you’ll also find bicarbonate of soda and vinegar, and things like natural biomass firelighters.”
Wild Oats also has a substantial refill station, offering both Ecover and Faith in Nature refill options. “We were a pioneer of refills and we do well with it. We’ll often get through two or three cases of particular products. Refills are a great bit of marketing for Faith, for customers who like to recycle.”
Clean up with a window display
Cleaning products are often situated at the back of the shop, which usually makes sense, but Green Brands’ Matthew Clark thinks retailers can benefit from giving the category a chance to shine. “A window feature once a year can give the category a real boost. Spring cleaning is an obvious opportunity. Everyone buys cleaning products but do they associate them with health food stores? A striking window display can draw new customers into the shop as well as highlighting the products to existing customers.
Earth Friendly Products
Avoiding the harsh chemicals found in conventional cleaning products is essential to a natural lifestyle. The Earth Friendly Products extensive range of effective green cleaning and laundry products are FREE FROM formaldehyde, 1.4 dioxane, petrochemicals, ammonia, chlorine, phosphates, synthetic perfumes, GMOs and Palm oil. Made in our solar powered factories, fragranced with essential oil and plant scents, every product is Carbon Neutral, Vegan, not tested on animals and safe for septic tanks. From laundry, bathroom, kitchen and household cleaners through to air fresheners, baby products and handsoap, Earth Friendly Products are the natural choice for green cleaning.
Dr Bronner’s Magic Liquid Soap
Dr Bronner’s is an independently owned, 5th generation family business that dates back 150 years, dedicated to making natural organic products for the greater good of mankind. Dr Bronner’s magic liquid soaps are 100% true pure-castile soaps that use certified organic and fair trade ingredients, produced without animal testing, and are suitable for vegans (as is the whole range bar the balms, where beeswax is added for efficacy). 2015 sees the #compassion campaign in full swing, whereby a portion of sales from selected products goes to Compassion in World Farming (CIWF). Email [email protected] to find out how your store can get involved.
JASON Powersmile Toothpaste and Mouthwash
JASON Powersmile® All Natural Toothpaste features an exclusive blend of natural polishers and stain-fighting botanicals, including Bamboo Powder, Calcium Carbonate, Sodium Bicarbonate (Baking Soda) and Silica, to help prevent tartar build-up while gently whitening and brightening teeth. Natural Grapefruit Seed and Perilla Seed Extracts help fight damaging sugar acids while Natural Peppermint Oil powerfully freshens breath. JASON Powersmile® Mouthwash extends the whitening power of Powersmile toothpaste with Calcium Ascorbate, a form of Vitamin C. Contains breath fresheners Peppermint Oil and Menthol, natural Grapefruit Seed and Perilla Seed Extracts to help reduce tartar buildup, and Aloe Vera Gel to sooth gum irritation.
Libby Chan, Libby’s Smelly Pet Tonic & Libby’s V-concentrate
My Living Water UK, makers of the award winning Libby Chan cleaner, has released 500ml sizes of their range including the new Libby’s V-concentrate – a full vegan version of the classic Libby. These all-rounders are cleaning concentrates for use on every surface in the home & with Libby’s Smelly Pet Tonic this includes your furry friends! No chemicals, no anti-bacs – just naturally fermented enzymes and millions of friendly bacteria! All products are handmade in their little libby brewery and are available direct with vendor support including in-store demos. Help your allergy sufferers bust the dust by getting Libby in today!