Boost demand for biological detergents
Study highlights opportunity for brands to increase US consumers’ willingness to pay for biological detergents.
Rising costs of chemical surfactants and supply chain challenges are driving consumers to rethink brand loyalty and prioritize value. Many are switching to private label alternatives as they seek affordability without compromising performance.
To help brands adapt and grow, Novonesis surveyed 151 U.S. consumers who perform 3+ laundry loads weekly and make household laundry purchase decisions. The insights reveal opportunities for brands to reduce costs, build equity, and increase consumers’ willingness to pay by delivering both value and reliability.
What is your biggest consideration when choosing a laundry detergent brand?
Unsurprisingly, cleaning power and price continue to be the most important attributes when purchasing laundry detergents. However, panelists showed a high degree of eco-guilt when asked whether they’ll buy a laundry detergent with a lower carbon footprint.
Panelists link "lower carbon footprint" to eco-friendly attributes like recycling and less fossil fuel use. However, this preference only matters if cleaning performance and price meet expectations.
of the panelists would like to purchase a laundry detergent with a lower carbon footprint.
Hitting the sweet spot boosts willingness to pay
We wanted to test out how a brand can benefit from leveraging the “sweet spot” to capture a higher value from the consumers. We conducted a Van Westendorp price sensitivity analysis on a leading North American private label laundry detergent brand — which was refreshed with a “same performance, fewer chemicals” claim.
Price-sensitive panelists were willing to pay 16.7% more for private label laundry products with eco-conscious claims. This shows that sustainability, cost and performance can drive brand value.
Price-sensitive panelists were open to paying 16.7% more for a private label laundry product.
So how do we challenge the status quo together?
Get in touch with us to see how we can collaborate to deliver biological detergents and capture value from the US consumer. We look forward to joining you on your journey.
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