The cleaning industry is facing new challenges: how to choose your manufacturers

• The cleaning, hygiene and disinfection industry is particularly affected by the current energy crisis and raw material shortages. How can manufacturers and distributors overcome this by elevating the value perception of their products? Find out about some of the long-term strategies and the manufacturers who already put them into practice.

• We are approaching the end of 2022 and the outlook for 2023 is clear: political, health and economic instability are said to last and continue to bring further challenges to consumers and industries globally.

  The circumstances in Eastern Europe amplified a considerable energy crisis and supply chain issues, that were already fueled by China's zero-COVID policy. Among the most affected parties is the cleaning, hygiene and disinfectant industry.

  Cleaning industry: new context and challenges

  The pandemic's after-effects continue to take a heavy toll on the industry. The year 2019 triggered an unprecedented spike in demand for cleaning, hygiene and disinfection products and services. Yet, we see no relaxation of the trend, to the contrary, the new practices of intense cleaning have become a long-term habit in schools, offices, hospitals and homes alike.  Supply chains continue to struggle to match demand.

  Today, manufacturers and distributors of essential products such as soaps, cleaners, disinfectants or detergents face higher production costs, lack of ingredients, very long delivery delays… which sometimes inevitably leads to the impossibility of continuing to produce certain formulas.

  When manufacturers are unable to keep up with order volumes, many companies in need turn to new suppliers. It is therefore vital to choose the right partners with the right formulas that are in sync with a long-term strategy.

  Choosing the right formula

  Consumers are getting more creative to fulfill their needs. Manufacturers and brands will have to do the same to stick it out and keep the chain going!

  Staying afloat in times of crisis is not easy, but to succeed, it is crucial to not overlook a number of trivial focal points

  Optimised and certified formulas: a long-term vision to meet consumer trends

  Given the current context, many companies reformulate their products or look for new manufacturers. Yet, experts agree that simply "patching holes" is not enough; identifying a long-term view is not only a great opportunity, but it can be decisive one! As creating a new formula entails significant investment, it is essential that (apart from overcoming shortages) it corresponds to the current and future consumer needs.

  Among them, sustainability and well-being are more important than ever. If you think these have been relegated to the background during the current crisis, you are wrong! Post-COVID-19 consumers prefer brands and products with robust health and/or sustainability credentials (75%), and may stop buying those which do not respond to these concerns. 82% insist that these must be scientifically proven. An Air Label Score commissioned and independent representative study conducted across 10 countries highlights that 65% of consumers consider the Indoor Air Quality in their homes to be poor, with 70% being persuaded that cleaning products and/or air fresheners are a major source of air pollutants.

  Innovative products to "winnovate": elevate consumers' value perception of your products

  Consumers are struck by inflationary pressure where every cent matters. The higher the value perception of your products, the higher the likelihood to retain and gain post-crisis market share. “Innovate to win” with a branding strategy that focuses on consumer health and product safety. An independent and representative market research commissioned by Air Label Score has shown that the value perception of products bearing the certification increases by up to 40%.

  Research has shown that the ”winnovate” effect helps secure market share, but that those who innovate during crisis are more than 30% more likely to outperform the market post-crisis in the mid and long term (McKinsey, 2021, "Innovation - the launch out of the crisis").

  Supplier diversifiaction

  Novel priorities include the resilience and flexibility of supply chains. Building a larger and more diversified supply chain network —finding new suppliers and manufacturers able to offer innovative products— is key to achieve stability.

  Air Label Score has worked with committed manufacturers eager to enhance their innovative offers. Air Label Score certified products match some of the most cherished consumer values by proposing optimised formulas that guarantee low emission levels to preserve indoor air quality and health: trustworthiness, quality, value, and uniqueness.

  Many brands work together with their already existing manufacturing partners to certify their products. To save time and resources, some expand their network to obtaining already certified references from many manufacturers internationally.

  Certified products from manufacturers & perfumers

  Following a non-exhaustive list of manufacturers and perfumers already providing certified low-emission formulations and eager to collaborate for further testings.

• • Nicols: Wicks, scented products, WC blocks.
  • Volcke Aerosol: Aerosols.
  • Nopa Nordic: Various cleaners.
  • Vandeputte: Detergents, dishwashing liquids, rinsing liquids, various cleaners.
  • Eurowipes: Wipes, mops.
  • IDM Products:Air fresheners, various cleaners.
  • Sopronem: Detergents, dishwashing liquids, various cleaners.
  • Relevi:Scented products.
  • McBride: Aerosols, various liquids and cleaners.
  • Incasa: Detergents, various cleaners.
  • Denis & Fils: Candles.
  • Natulim: Detergents, laundry strips.
  • Probiotic Group: Air fresheners, various probiotic cleaners.
  • Azur Fragrances: Fragrances.
  • Lucta: Fragrances.
  • Firmenich: Fragrances.

• Want to join the certification process or invite your manufacturers to do so? Do not hesitate to contact us or consult the manufacturer/s.

  Sources: Global Economic Forecasts: Q3 2022 Euromonitor, ACI Survey 2021, Bâtiment Entretien 2022, Ecolink 2022, FHER 2022, Forbes 2021, Forbes 2022, McKinsey & Company 2022, Deloitte annual survey 2022, Bain & Company survey 2022, GSK Press release 2020