In a recent reporting period, Europe accounted for 40% and Asia Pacific 26% of new product introductions in the fabric care and detergents sub-category, substantially more than any other region around the globe. During this period, reports Mintel’s Global New Products Database, a growing number of brands have been focusing on healthful benefits; product anti-bacterial claims increased by 33%, and packaging is supporting the marketing claims.

With growing health concerns about the danger of potential pandemics such as bird flu, many consumers are opting for extra protection in most products they purchase, and fabric care and detergents are no different. As clothes and fabrics are known to be inhabited by bacteria and potentially harmful microorganisms, product manufacturers are introducing products claiming to protect consumers against these invisible dangers.
Some products are marketed as killing Escherichia coli (E. coli), which can cause health complications in children, the elderly, and people with weakened immune systems. Other products fight staphylococci bacteria strains as they grow increasingly resistant against antibiotics. These bacteria include the MRSA (methicillin-resistant staphylococci aureus) or VRSA (vancomycin-resistant Staphylococcus aureus) strains. The claim is mostly used in the Asia Pacific region, but it is also present in most regions of the world, with the exception of North America.

The following three recently introduced products are typical of this trend:

• In Italy, Reckitt Benckiser has launched Napisan Tabs, fabric detergent tablets that the manufacturer claims to have a germ-killing formulation and to be able to clean efficiently, even at low temperatures. The white-lined board carton contains a metalized-film pouch that holds the tablets. The tamper-evident pouch is gravure-printed. The product’s suggested retail price is $4.63.

• In Japan, Procter & Gamble has introduced Fabreze, an anti-bacterial fabric deodorizer with green tea extract, which avoids leaving fabrics scented. Other ingredients include a corn-derived deodorizing agent and an antibacterial agent. The 370-ml polypropylene bottle features a wide base for a pressure-sensitive label to function as an ample billboard. The bottle narrows into a long neck that’s topped with a polyethylene-polystyrene dispenser. Suggested retail price is $4.49.

• In Hong Kong, Lion Corp. has launched Top, a liquid fabric detergent claimed to kill 99.9% of E. coli and staphylococci bacteria. The product is packaged in a flexible standup-pouch measuring 13” x 8 3/4”. The tamper-evident package is gravure- printed, and the film emits a gloss on store shelves that supports the product’s cleaning benefit. Another marketing plus is the package’s die-cut handle, which provides carrying convenience.