How General Merchandise Products Strive for a Clean Label

Consumers are increasingly looking for products with clean ingredients, and this desire extends far beyond the foods and beverages they consume. From cosmetics to cleaning products and beyond, many shoppers carefully read the labels of their general merchandise purchases to see what ingredients they contain.

According to a recent study by Nielsen and Label Insight, 39% of shoppers say they would be willing to switch brands so they can use products with more accurate ingredient information. CPG companies have responded with new formulations and innovations that give consumers greater peace of mind in the products they use.


Consumers looking for private label foods and beverages feel the same about the ingredients in the products they use to clean their homes. Businesses are answering the call, and brands like Seventh Generation have created comprehensive product portfolios that provide consumers with new choices that give them a deeper insight into what they use to clean their homes.

The ecological, natural and well-being part of the cleaning products space is increasing at a rate of 70%, Joey Bergstein, CEO of Seventh Generation says Forbes. “Think about it, we eat two to three pounds of food every day,” Bergstein said. “Yet we consume 30 to 40 pounds of air every day.”

This interest in wellness goes beyond the items consumers use to clean their floors and counters, as well as for laundry. Last month, green detergent and cleaning company The Laundress was acquired by Unilever, the same company that owns Seventh Generation.

“Natural ingredients are actually much more effective than synthetics, although they are more expensive,” said Gwen Whiting, co-founder of The Laundress. said The Business Journals.

Personal care and beauty products

Consumers who care about what they’re putting on their bodies are also examining what they’re putting on them, so items like shampoo, cosmetics, and feminine hygiene products are increasingly on the move as well. towards clean formulations.

Last year Johnson & Johnson released an updated version of their Johnson’s Baby Shampoo product, which had been colored yellow for decades. The company’s new Clean Label formulation removed the yellow coloring from the product, but the company packaged it in a yellow bottle to ensure fans can always find the familiar color product. J&J has worked with several social influencers to publicize its reformulated shampoos, The Wall Street Journal reported.

On the retail side, Target is expanding its line of natural beauty products, launching a wide variety of personal care, beauty, baby care and other products that do not use phthalates, formaldehydes and many more. other ingredients. From deodorant to toothpaste, the chain has more than 1,300 natural beauty products on its shelves, Brilliant reported.

Women’s products are also reformulating and big companies are taking note. Earlier this month, Procter & Gamble acquired the natural feminine hygiene brand This Is L. The company’s products are available in more than 5,000 stores in the United States, Business newspapers reported.


Consumers who are striving to reduce their environmental footprint look not only at what’s inside the package, but also what’s on the outside. As a result, general merchandise manufacturers are responding with more environmentally friendly packaging options. “Ultimately, brands have to decide how important clean packaging is to their customers – the end consumer – before they can take a strategic approach to clean packaging,” Wendell Williams of HAVI. says Packaging Digest.

Some companies are moving away from plastic packaging or shifting to concentrated formulations that will allow smaller packaging. Additionally, personal care companies are launching innovative alternatives to conventional packaging. For example, the personal care brand Cleancult sells its soap and detergent refills in paper milk cartons.

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