detergent labels and digitalisation: consumer findings and ... · work program •understanding...
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©A.I.S.E. 2018 – any reproduction or communication is prohibited
www.aise.eu
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
© A.I.S.E. 2018
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?
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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