©A.I.S.E. 2018 – any reproduction or communication is prohibited

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Detergent labels and Digitalisation:

Consumer findings

and preliminary ideas

Paul Clohessy, P&G/A.I.S.E.

Cleaning & Hygiene Forum 5 December 2018

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A.I.S.E.’s Better Regulation & Safe Use project - BRES

Objectives

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Secure safe use of cleaning products by improving labelling of safe use

information so that consumers:

=> Notice the safety information

=> Understand it

=> Act upon it

Work Program

• Understanding consumer needs & concerns with labels

• Rationalize & simplify label content accordingly

• Explore digital solutions

• Secure legislation updates under Commission’s Better Regulation program

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The Consumer Story

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Conventional wisdom…

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A.I.S.E. Habits & practices research, fall 2017

How often do you read

instructions on detergents ?

26% never

25% sometimes

19% most of the time.

26 % always

Source: SPECIAL EUROBAROMETER 360

Consumer understanding of labels

and the safe use of chemicals – May 2011

Consumers don’t read the label much

because of:

- Crowded content

- Technical jargon

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A.I.S.E. qualitative consumer research

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• Pre-defined perception of

health hazard

Methodology: 30 face to face

interviews (1h45) in 3 EU countries

(BE/ES/POL)

• Labels too crowded, overloaded,

unattractive

• Too much information (especially

text) difficult to interpret

• Eye tracking demonstrated value

of pictograms

• Do not ‘waste time’ studying

label in case of emergency

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Methodology:

On line questionnaire - 1800 people – Monadic

FR/SWE/SP/POL

Field work Feb 2017

Main assessment goals:

1) Relative effectiveness of 3 label options to drive safe use

2) Consumer preference of the 3 options

3) Understanding of CLP Pictogram and A.I.S.E. Safe Use Icons

(GHS methodology)

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A.I.S.E. quantitative consumer research

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A.I.S.E. quanti consumer research

22 secson average, irrespective of the

content

80% consumers prefer the

simplerlabels

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Consumer findings on labelling

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The Legislation Story

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… information

… for the right person

… at the right moment

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For Medical personnel and

Poison Control Centrs

SAFETY

INFO

For Consumers

The right…

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DETERGENT REGULATION

< 2000 2005 2013 2015 2017 2018

Detergents Labelling Regulations

CLPDPD/DSD

NOW

BPRBPD

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Review of Detergents Regulation

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Opportunities in 2018/2019:

Upcoming Detergents Regulation

review

Focus on consumer relevant

information

Explore digitalisation opportunities

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Zoom in

on the label

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Duplication &

inconsistencies

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The Digitalisation Story

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• Interest for digital technologies is important*

with all age groups equally motivated

* Please rate how strongly you would agree/disagree with this statement ? :

I believe that digital technologies will offer me more opportunities

to access information on detergents and maintenance products.24

A.I.S.E. quantitative consumer research

Methodology:

Habits & Practices research, Fall 2017

On line questionnaire

23 countries, 4611 people

0%10%20%30%40%50%60%

18-24y

25-34y

35-44y

45-54y

Agree

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Detergents Regulation on line requirements(since 2005)

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It’s already happening

US-smartlabel.org (food/non food)

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The benefits of going digital

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Easier to …

… Read

… Access the right language

… Customise to individual concerns/interests

… Understand and learn more

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Conclusion

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Current labels do not succeed in conveying relevant

safety information to consumers

Opportunities ahead :

- Better regulation/REFIT/ Review of Detergents Regulation

- Avoid overlap/duplication

- Use of icons vs text

- Prioritise on pack vs off pack info

- Digitalisation opportunities

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THANK YOU

Full details via

https://www.aise.eu/our-activities/regulatory-context/classification-labelling/better-regulation-safe-use.aspx