Eco-friendly Products in Australia

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Eco-friendly Products in Australia
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Whats Eco friendly?

• Eco-friendly has yet to form a clear definition,
  it can mean any one, or a combination of
• Made from Renewable sources
• Safe for Grey water/Gardens
• Not tested on Animals
• Recycled or Recyclable
• Free from Chemicals
• Carbon neutral
• Myths about eco-friendly products
• It is less effective
• Not as concentrated
• More Expensive
• Means more hard work

russell davies I like this start. I get the
feeling its going to be comprehensive. That work
has been done. Be nice if you told me a source
for the myths.
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sizel
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Culture
russell davies Again good stuff but Id like to
see some footnotes, cite some sources. It gives
you more authority.

• There is a clear shift in cultural acceptance of
  environmental and social concerns in Australia
  where 5 years ago, climate change was only a
  issue for environmentalists, it is now top of
  mind for most Australians.
• Cultural Change
• All new homes must take environmental concerns on
  board whilst being built
• Water Storage tanks are now featured in suburban
  homes (a few years ago this was illegal)
• Many households have resorted to using grey water
  (recycled from their laundry) to water the garden

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sizeo
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Media

• Media sources have embraced environmental
  concerns as a mainstream issue and has been
  presented by all the major media outlets
• Reducing use of harmful chemicals is one of the
  best ways you can help protect the environment
  and look after your wellbeing Biome.com.au
• Sustainability is emerging as a major mainstream
  trend, and be certain, it is here to stay
  ecoSAVVY
• Australian designers are leading the way in
  using sustainable and recycled materials... There
  are eco-aware items to suit every budget.
  Sydney Morning Herald (Nov 06)
• It's not just environmentalists who recognise
  climate change as a major threat. Businesses are
  ahead of the Government in understanding the need
  for urgent action to cut soaring greenhouse
  pollution. Fairfax (Sept 06)
• As much of Australia sinks further into drought,
  headlines scream of global warming and an energy
  crisis Sun Herald (Feb 07)

russell davies Good. See how much more powerful
it is when its not just you saying it.
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Current Attitude to the Environment
russell davies Hooray! Some data. Marvellous.
And it supports you case. However, Im not sure
you can say more people are because you dont
show anything from previous years. So, for all I
know, it might have gone down. But well done for
finding it and sticking it in.
ROY MORGAN SINGLE SOURCE AUSTRALIA JUL 2005 -
JUN 2006

• More people are embracing
• sustainability in all forms.
• We are taking far more
• responsibility for our planet
• and environmental issues.
• Key Takeouts
• The Australian grocery buyer is concerned about
  the environment
• They feel a responsibility to help
• Eco-Products are perceived to be overpriced

Percent who agree
Environmentally Friendly Products are overpriced
At heart I am an environmentalist
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If we dont act now well never control our
environmental problems
Threats to the environment are exaggerated
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Market Analysis
russell davies Good, nice simple segmentation of
the market
The eco-friendly cleaning product market in
Australia is separated into two distinct groups
one group of products are made for the niche
market sold at selected eco-friendly stores, the
other is group, lead by Earth Choice is
available at both independents and mainstream
grocery channels.
High Mainstream acceptance
Low Mainstream acceptance
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Earth Choice

• Natures Organics, the parent company of Earth
  Choice would be the major direct competitor to
  any new entrant into the Australian Eco-Friendly
  Cleaner market. They have been established over a
  number of years, and are present in all major
  grocery retailers.
• From Natures Organics website
• Earth Choice products offer a unique and
  environmentally conscious alternative to
  conventional household cleaning products. We
  believe our products substantially overcome and
  reduce environmental concerns recognised and
  established by the EPA.
• Our formulas and packaging are specifically
  designed to reduce environmental impact and waste
  of resources.
• The Earth Choice range includes
• Dishwashing Liquid
• Laundry Liquid
• Eucalyptus Woolwash
• Floor and Surface Cleaner
• Multi Purpose Spray
• Toilet Cleaner
• Fabric Softner

russell davies Useful profile of the
competition. If I was going to be picky Id say
this is all just stuff youd copied from the
website - how about a little thought about what
all this adds up to? How good a competitor are
they? SWOT?
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Mainstream Distribution

• Earth Choice is the number 1 Eco-friendly
  product in terms of distribution through
  mainstream channels, as it is present in all
  major supermarkets.
• However Priceline is a clear opportunity that
  is not tapped by Earth Choice
• (note Priceline specialises in body/hair
  products rather than general cleaning)
• Mainstream channels are a necessity to provide
  sales volume in a small market such as Australia.

russell davies Not sure what youre telling me
here.
http//www.flickr.com/photos/eyecatcher/9388536/
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Insight

• Mainstream consumers dont really
• care about the environment,
• but they feel pressured to be more
  environmentally conscious
• they want products that they can
• feel good about using.

russell davies How do you know? If this is just
your opinion, fair enough, but you must be basing
it on something - what? Otherwise, can you give
me facts or press coverage or quotes from
websites or something?
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Opportunities
russell davies This seems like a slightly flat
ending. Youve done some good groundwork but not
really come up with an interesting thought in the
end. I dont think suggesting the product be
competitively priced is going to help. Grey Water
suitable is a good idea though.

• The overriding factor in the current market that
  all brands, mainstream and niche, are clearly
  eco-friendly first, marketing second. This
  provides an opportunity for a strongly branded,
  and well marketed brand which touches both
  economic and environmental concerns of mainstream
  consumers.
• Designed for average consumers, not greenies,
  who feel pressured to be more socially and
  environmentally conscious.
• Grey Water Suitable Products
• Targeted to consumers new to green products
• Products for hair body, as well as domestic
  cleaning
• Competitively priced

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