COMPACT PACKAGING SAVES NOT ONLY WEIGHT AND MATERIAL, BUT ALSO MONEY. By launching its compressed deodorant, the consumer goods manufacturer Unilever wanted to do good to the consumer and the environment. However, although the volume of active ingredients is the same in the smaller packages, sales have not been what Unilever had expected. So the company now wants to boost its sales figures by partnering with its competitors.
Spray bottles in mini format have been on the shelves of German drugstores for several months now. Unilever offers, among other things, its deodorant products under the Rexona and Dove brand names in significantly smaller spray cans. Thanks to innovative technologies, these products have the same effect, yet they only use half the conventional amount. However, customers are not convinced and are continuing to buy the bigger products – at the same price. To make the smaller packages presentable, the British-Dutch company is now offering free access to its innovative system to other companies – hoping that the handy spray cans, with 70 millilitres instead of 150 millilitres, will become established as standard on the market.
STRATEGIES FOR CRISIS-RIDDEN COUNTRIES.
According to the German product testing organisation Stiftung Warentest, washing powder is another product that is more effective in small packages than in jumbo packs. One machine load with concentrated powder or liquid detergent apparently costs half as much as with conventional washing powder. Especially in economically weaker countries, manufacturers are already being successful with the sale of mini packs for bodycare and cleaning products. In Indonesia single-use portions of shampoo only cost a few pence, and in Spain washing powder boxes for up to two machine loads are highly popular. However, a reduction in price also means less convenience, as as the smaller format does not allow dosing caps or handy pouring facilities.