IntroductionThis case study on Alma Win forms part of case studies series, which explores business practices across a variety of disciplines and business sectors. It examines how the household cleaning and laundry brand has performed strongly in the market by promoting an ethical and skin friendly business. Reasons to Purchase*Gain insight into the methods used by important industry players to give them a competitive edge*Identify specific areas for operational improvements*Capitalize on the knowledge of experienced companies when entering a new niche or market

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Alma Win Case Study: promoting skin and environment friendly
products in household cleaning and laundry
Published on September 2009
Report Summary
Introduction
This case study on Alma Win forms part of case studies series, which explores business practices across a variety of disciplines and
business sectors. It examines how the household cleaning and laundry brand has performed strongly in the market by promoting an
ethical and skin friendly business.
Reasons to Purchase
*Gain insight into the methods used by important industry players to give them a competitive edge
*Identify specific areas for operational improvements
*Capitalize on the knowledge of experienced companies when entering a new niche or market
Table of Content
DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
Alma Win products are formulated to satisfy health, environmental and efficacy goals 2
Consumers can be skeptical about the performance of natural laundry products 3
Organic and natural cleaning products are a growing feature of the cleaning products market 4
Alma Win has a strong focus on skin sensitivity, which is a rising consumer concern 6
Alma Win products are designed to be hypo-allergenic 6
Launches of skin-kind household products are rising globally 6
Alma Win is geared to be eco-friendly from production processes to formulation 7
Consumers value environmental benefits to household care products to varying degrees 8
Alma Win is well aligned to the problem of possible future water shortages 8
Alma Win packaging is designed to be 'sustainable' to a large extent 9
The retail availability of Alma Win is not extensive as yet 10
Conclusions 11
APPENDIX 12
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Case study series 12
Methodology 12
Secondary sources 12
Further reading 12
Ask the analyst 12
Datamonitor consulting 13
Disclaimer 13
List of Tables
Table 1: Consumer Survey 2008: Perceived effectiveness of natural laundry products compared conventional products, 15 countries,
2008 3
Table 2: Product launches of organic and bio-degradable household goods by stock keeping unit (SKU), by category, Global,
2004-2009* 5
Table 3: Product launches of 'skin-kind' household goods by stock keeping unit (SKU), by category, Global, 2004-2009* 7
Table 4: Consumer survey 2008: stated influence of natural ingredients on household cleaning and laundry product choice, 15
countries, 2008 8
Table 5: Consumer survey 2008: stated importance of saving water when doing clothes washing for environmental reasons, 15
countries, 2008 9
List of Figures
Figure 1: Clorox has signaled its intentions to enter the natural and organic household care market with a range of new products 4
Figure 2: 2008 was a peak year for releases of organic and biodegradable household goods 5
Figure 3: Anti-allergy household and laundry products are on the rise globally 7
Figure 4: Alma Win is available in several countries but is till a niche distribution product 11
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