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Scent-Sational: Eco-friendly Homecare Introductions Boom

By: Kristen Walker, Mintel
Posted: February 9, 2009

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Also available in the United States, The Caldrea Co. recently introduced its Caldrea Lavender Pine Dish Soap Liquid. This concentrated product claims to have aromatherapeutic properties and is made with the essential oils of lavender, pine needle and cedarwood. The biodegradable soap is not tested on animals and contains soap bark extract, which the company claims is one of nature's best degreasers.

Garden Variety
Beyond floral fragrances, more innovative manufacturers are looking to herbs and plant extracts as inspiration for creating naturally fragrant cleaners. With many eco-friendly products utilizing plant-based solvents and surfactants in their formulations, the introduction of botanical scents is a natural fit for the green cleaning category.

In the United States, Clean & Co.’s Mrs. Meyer's line of household cleaners incorporates basil as the signature scent for its natural product offerings. For instance, Mrs. Meyer's Clean Day Countertop Spray is available in a basil scent and contains a vegetable protein extract which naturally removes odors and is biodegradable, cruelty-free and not tested on animals.

In South Africa, Woolworths Earth Friendly Pomegranate & Ginger Natural Dishwashing Liquid is formulated with naturally derived, plant-based and biodegradable ingredients. This product is fragranced with natural pomegranate and ginger oils and is free from synthetic chemicals, artificial colors, animal ingredients and has not been tested on animals.

Scents from the Kitchen
Across all consumer product sectors, manufacturers are looking outside of their own categories for formulation inspiration, and the natural household products segment has been no exception. A growing number of innovative manufacturers are experimenting with a range of culinary combinations to help spice up natural cleaning formulas. From dessert inspirations to ethnic cuisine, edible scents are gaining momentum in the category.