2. EFP is a Legacy Brand with 25 years of building the category

3. A Profile of the Green Consumer Mintel has defined four types of consumers & attitudes:
Super
Greens
are the most committed green consumers, who almost always buy green products
True
buy green products regularly
Light
sometimes buy green products
Never
never buy green products
Based on US Census Bureau population data for 2014, this equates to about 93 million Americans aged 18+ who buy green products at least regularly.
Nearly 1 in 4 respondents (38%) can be categorized as Super Greens or True Greens based on their purchasing habits.
Nearly 4 in 10 respondents are dedicated to buying green products and services.

4. The Market Landscape
Across CPG’s, new product introductions with green claims surged.
From , household cleaning product introductions with a green claim have doubled: from 14.0% to 28.7%.

5. The Consumer The green market is on the rise.
Buying green increased 6% over 2012
4 out of 10 respondents report that they are Super/ True Green = 93 million Americans

7. Consumers are willing to pay a premium for green

8. Category Makeup
The subcategory of Liquid Laundry Products held 40.3% of total category sales and saw a dollar growth of +$1.13 M compared to last year
The Dishwashing Products subcategory had the highest dollar growth in the category with sales up +$1.14 M
Sourcing: SPINS Natural( Total Usx-WFM) Date Ending 09/07/2014

9. Regional Performance
NORTHWEST
SOUTHEAST
NORTH CENTRAL
SOUTH CENTRAL
NORTH EAST
NORCAL
MID-ATLANTIC
SOUTHWEST
7 out of the 8 SPINSscan Natural Regions saw dollar increases compared to year ago
The Northwest region and the South Central region saw the most significant dollar increases with +14.5% and +13.3%, respectively
Sourcing: SPINS Natural( Total Usx-WFM) Date Ending 09/07/2014

10. Case Study MW Conventional Grocery Chain Laundry Category
Laundry Category is flat.
Single dose & natural laundry are the only category with growth
The Natural laundry category has higher Gross Margins by 25%-30%
19% of laundry detergent users rank environmentally friendly ingredients among the most important attributes when choosing products. Sourcing: Mintel
Natural
BRAND RANK REPORT - DETERGENTS - HEAVY DUTY - LIQUID
52 WEEKS ENDING 01/18/14

11. Earth Friendly Products A Legacy Brand
25 years of building the category

13. Brand Positioning
GREEN
EXPENSIVE

14. Built-in Fabric Softener
Earth Friendly Products
A Bridge Brand and Profit Generator
$10.99 SRP ( % GPM)
$0.11 per load
Built-in Fabric Softener
$7.99
$0.12 PL
$8.99
$0.14 PL
$14.99
$0.23 PL
$14.99
$0.30 PL

15. Earth Friendly Products Rebranding Initiative

18. In conclusion
Number one reason for the natural category growth is that it is more accessible within all channels.
Consumers are willing to pay more for green features.
The natural cleaning category is more profitable then conventional brands.
Earth Friendly Product’s bridge brand position can help retailers transition costumers into the green category by offering an affordable green line.

19. THANK YOU