We like concentrates. Mainly for the reason that they allow plastic containers and bottles to become smaller, which reduces the amount of plastic being used.
The global laundry detergent pod market is expected to grow at a compound annual growth rate of 4.6% from 2019 to 2025 to reach USD 12.37 billion by 2025. Indicating that, in some markets and for select products like washing detergents, the market share of these containers is increasing.
But it’s not just detergents that can be sold in concentrated form. All liquid products – washing liquids, detergents, cordials, even sauces and flavourings – could help with our eco-woes. Concentrates reduce plastic and weight of product in transit, resulting in huge reductions in CO2 emissions while providing consumers with a tiny form factor that offers convenience in getting the product from the shops, especially for those who don’t own a car, and in saving space in storage at home.
The main benefit of concentrates is the reduced impact on the environment. Products require substantially less packaging. Carbon footprint is further reduced through the reduction in weight in transportation, a benefit that also rewards brands and corporates with savings in shipping costs.
Additionally, because of the compact packaging, more product can be purchased in one go, meaning fewer deliveries and further reductions in transit costs leading to a further reduction in environmental impact.
So, if concentrates are a win/win, why aren’t more brands adopting them as an environmentally friendly solution? There could be a number of reasons but the biggest is undoubtedly the resistance of consumers to change. The perceived inconvenience of having to mix concentrates with water at home, either using your own receptacle or one provided by the brand for refills is a hassle for those with busy lives. However, it’s interesting to note that concentrates have been used in the commercial cleaning and restaurant sectors for decades.
Brands may also be resistant to launching a concentrated version of their product. The compact form factor won’t deliver the same impact at Point of Sale, compared to the lines of bottles on the shelves. Plus, there are issues over child safety (particularly with washing pods) and allowing consumers to over-dilute a product which could impact quality and sales.
Brands that do offer concentrated versions of their products tend to shroud them in plastic containers and complicated refill systems (see, the consumer can’t be trusted!). A good start would be to look at the receptacles brands use, switching out plastic entirely with biodegradable, fully recyclable alternatives.
In a postplastic world, concentrates definitely have a place as plastic production is reduced dramatically. But there is an element of social change required: consumers will need to accept new ways of using products and brands will have to recognize that concentrates are one of the most environmentally-friendly options for the planet.
