Are concentrates the future?
Challenge
With the global trend towards environmentally and socially responsible products and packaging within the FMCG sector, an increasing number of laundry detergents are being sold in their concentrated format. Thousands of FMCG products contain water as one of their main ingredients; are consumers ready for concentrates in other areas?
Solution
Through using our fully integrated design & innovation process, we researched consumers’ current attitude to products that contain water as a main ingredient vs. concentrate-based products. We found that concentrate-based products will have to offer more than an environmental message—they will have to offer practical benefits and an enhanced experience or else the additional ‘hassle’ will mean that they are rejected by consumers.
Result
PDD came up with three big ideas that showcase how making things smaller can enhance the consumer’s experience and reduce a product’s carbon and water footprint: ‘Tulip’ shampoo; ‘Pod’ shower gel; ‘+H2O’ cleaning detergent
