The light green consumer has more and more choice in the supermarket. And that is good news. Because the more green choices we make, the greater the impact. But the supply of light green products (5%) still lags behind demand (60%). And that is why we focus on the light green consumer with Marcel's Green Soap. Not to conquer the shelf, but to change it.
How green are you?
We distinguish three types of consumers: dark green, light green and grey. The dark green consumer is concerned with the environment 24/7 and willing to make concessions. Their environmental impact is considered in every decision they make. About 10 per cent of our population are dark green consumers. Not every consumer is able or willing to go that far, for instance because dark green products are too expensive or do not offer a full-fledged alternative. But these consumers, some 60 per cent of our population, do recognise that we need to take better care of the world. We call this the light-green consumer. They do not immediately become vegetarians, but they do eat less meat. She showers less, shops consciously and, if it is not raining too much, she takes her bike instead of her car. In short: the light-green consumer is willing to make more sustainable choices, but not at any price.“Not every consumer is able or willing to go that far, but they do recognize that we need to take better care of the world.”
Then there is the grey consumer. This consumer has little concern for the environment and/or is simply unwilling or unable to make concessions. Despite this grey group making up only about 30 per cent of the population, over 90 per cent of supermarket shelves are filled with grey products. The remaining only ten per cent is filled with green products - five per cent light green, five per cent dark green. And that is exactly where Marcel's green mission comes in.
Step by step towards a greener shelf
As a light-green consumer, until a few years ago you had little choice at the supermarket shelf: an affordable “grey” product or an expensive but environmentally friendly “dark green” alternative. Then grey and cheap anyway. The willingness to make greener choices was there, but without having to make too many concessions. That's where Marcel saw his opportunities. And then, initially, mainly in cleaning. He developed washing-up liquid, hand soap and all-purpose cleaner in four delicious fragrances, had his daughters test them, set up a stall in the supermarket and lo and behold: the first chapter of Marcel's Green Soap was written.
The range now consists of 52 products, in nine different categories. Besides cleaning products, Marcel's Green Soap also has care products. All smelling great and good for your home, skin and hair. And this is how we are conquering, or rather changing, the supermarket shelf step by step. Not to make as much profit as possible, but to increase our impact. Because the shelves need to be greener, not just the cleaning shelf.
“Because the shelves need to be greener, not just the cleaning shelves.”
Besides Marcel's Green Soap, Triangle is also part of our brand offering. This well-known green soap in yellow-green packaging has traditionally appealed to light-green consumers. Believing this brand fits well with today's consumer preferences, Marcel acquired it from Unilever in 2017.
Marcel's green mission
Despite sixty per cent of our population asking for light green products, the supply in the supermarket is only five per cent. A pity, we think, because that is precisely where so much can be gained in terms of sustainability. Fortunately, the supply is increasing in recent years. Brands like Clipper tea, Oatly and De Vegetarische Slager contribute to the “greening” of the shelf. These brands and the growing range of organic (private label) products make it attractive for consumers to make sustainable choices without having to pay too much.
Since the creation of Marcel's Green Soap in late 2015, we have focused on the light-green consumer. Our products are developed in such a way that consumers do not have to make any or hardly any concessions. Of course, first and foremost, all our products are vegan and packaged in recycled plastic or recyclable packaging. But beyond that, they clean really well, smell great - even if we say so ourselves - and are also very affordable. In this way, we want to offer a low-threshold product that helps light-green consumers make greener choices more often. And, if we are lucky, also entice grey consumers to buy light green products. By keeping our products accessible, we believe we can make the most impact. Marcel's mission is not to “conquer” the shelf with his own products, but to make the shelf ever greener.
“Fortunately, light green consumers have had more and more choices at the supermarket shelf in recent years.”
And this is precisely why Marcel encourages other brands to become part of the “Feel Good Cleaning” movement. With the common goal of making the market greener by looking for eco-friendly alternatives. In this, Marcel is an open book, or “open source” as he puts it. He shares his experience and knowledge about making products more sustainable with anyone who wants to hear it. In the hope that brands copy and follow him so that that sixty per cent of our population gets more and more choice in the supermarket.
Every step is one
But how do you reach the light-green consumer? How do you take her step by step to an even greener lifestyle? And how do you ensure that the grey consumer also makes the step to green? Of course, every consumer has different buying considerations, but you won't make it with just a sustainable product. The eye - and in our case: the nose - also wants something. A product has to look attractive, work well and smell or feel good. And all at an affordable price.When we at Marcel's Green Soap develop a new product, we always look for a good balance between sustainability, affordability, quality and attractiveness. We don't shout that the world will end if you don't use sustainable hand soap, but we do encourage consumers to make greener choices. Because every step is one. And then there's “our” Marcel. As a positive figurehead of the brand, he shows that he stands behind the products. That gives consumers confidence. Did you know that Marcel himself regularly answers the phone when you call Marcel's Green Soap customer service? That way, he stays involved and knows what's on consumers' minds.
“We always look for a good balance between sustainability, affordability, quality and attractiveness.”
By expanding the product range step by step, we hope to bring the light-green consumer further and further along in our green mission. Because we work with a small team and produce largely in the Netherlands, we can act quickly and respond to demand immediately.
