Convenience Items Clean Up

Oct 01, 2002

Products such as Procter & Gamble’s Swiffer, SC Johnson’s Pledge Grab-Its and other items designed to cut the time consumers spend cleaning are here to stay, according to an Associated Press article.

Swiffer is the current category leader with $96.5 million in dollar sales according to Information Resources Inc. This figure represents just over 20 percent of the category’s total in food, drug and mass (excluding Wal-Mart).

Jack Trout, principal, Trout & Partners said, “What you have had with Swiffer is a new idea that worked very well because it was a breakthrough. Swiffer has almost become the generic for these types of products, and that’s what you want in marketing – to become the generic brand.”

Moderator’s Comment: Will convenience items affect
the frequency with which consumers shop for household cleaning products? How
will (is) this impacting promotional and merchandising practices?

Consumers are reportedly making more frequent trips to
buy household cleaning items as a shift takes place from larger containers and
reusable items to smaller packages and disposable products such as Swiffer,
Grab-It and Clorox’ ReadyMop. [George
Anderson – Moderator

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