How cleaning product shopping has changed

Consumers are using their dishwashers more since the pandemic, and are more worried about the sustainability of brands, the country manager of brands such as Dettol, Finish and Durex says.

Reckitt Hygiene country manager Marc Reitsma said like many companies in New Zealand, Reckitt had felt the impact of surging costs driven by commodities, raw material and freight costs.

Reckitt brands in New Zealand include Dettol, Finish, Vanish, Airwick, Nurofen, Strepsils, Gaviscon, Durex, Clearasil, Veet, Harpic, Easy-off Bam and Mortein.

Reitsma said Reckitt had taken a number of steps to try to limit price rises.

Covid-19 had accelerated the move to online shopping, he said.

‘‘We are seeing a growth in excess of 50% in e-commerce sales.’’

During the pandemic, particularly lockdowns, there was a double-digit percentage increase in dishwasher use as consumers spent more time at home, and subsequently washed more dishes.

‘‘In addition, we saw many consumers switch to purchasing air care products from the supermarket to enhance the wellbeing and ambience of their homes.’’

But the inflationary pressures that many were feeling was causing shoppers to re-evaluate their buying decisions – including everyday household items like dishwashing tablets and cleaning products, he said.

It meant Reckitt’s brands had to adapt, and had increased product sizes, while trying to maintain low prices.

Reitsma said he was optimistic about the brand’s future in New Zealand.

‘‘We can see that the up-andcoming generations care about purpose more than ever. It’s no longer acceptable for a product to just work – it needs to leave a positive impact on the people and planet.’’