AlEn USA Mainstreams Nature-Based Household Cleaners;
Natural Products Expo West Booth #H-400
HOUSTON, TX (February 14, 2020) – Art of Green® Multipurpose Cleaners bring two major cleaning product innovations to Natural Products Expo West 2020 – affordability and performance.
“We’re setting the standard for “green for all” in the household cleaning aisle,” said Tanu Grewal, Vice President of Marketing for AlEn USA. “We set out to develop a green, affordable household cleaning line that performs as well as mainstream cleaners, and national retailers and consumers are taking note.”
On February 6, 2020, Art of Green was named the #1 2020 “Product of the Year” winner in the inaugural Green Cleaning category by Product of the Year USA – the national’s largest consumer-voted award for product innovation. The Product of the Year award is backed by the votes of more than 40,000 consumers through an online study conducted by Kantar, a global leader in consumer research. According to Kantar, 44% of shoppers are more likely to buy a product that is recommended by a group of consumers.
Affordability and performance are key for widespread natural product adoption.
A recent Mintel consumer study says that cost parity is essential if green brands are to transcend niche status. It also found that consumers, especially among the mainstream, believe most natural products don’t perform well and therefore, are not willing to pay more.
Grewal said the mainstream consumer isn’t willing to spend more for green products. “AlEn’s internal market research found that consumers believe green products are focused on ingredients rather than cleaning power. Consumers, especially the value shopper, want affordability and effectiveness with their green cleaners.”
The green category is growing, with 4.7 million consumers purchasing green products for only one year or less and 56 percent of all U.S. primary household shoppers purchasing natural and organic products in at least one category, according to a recent Kantar Retail study.
The Art of Green ® product line offers consumers an affordable and high-performing natural cleaning alternative that is priced for everyday use. The line’s MSRP is below that of other household cleaners in the natural and organic category while competitively priced against mainstream cleaners containing chemicals like bleach. Art of Green is 98-percent naturally derived and available in three product formats: a 22-ounce multipurpose cleaning spray, 35-count multipurpose wipes and 28-ounce concentrated pourable refill.
Key product benefits for Art of Green include:
- Tough on dirt, grease and grime
- Non-toxic formula
- Not tested on animals
- Hypoallergenic and dermatologically tested formula – safe for sensitive skin
- Safe to use around children and pets
- Made with natural essential oils that provide a pleasant aroma
- USDA-certified Bio-based product
- Spray and Pourable Bottles made with 100% post-consumer recycled materials
- Available in two scents: Lavender Eucalyptus and Citrus and White Flowers
AlEn USA is also committed to sustainable environmental practices for producing Art of Green® and many of its household cleaning products. With the plantations in South Mexico, AlEn sustainably grows its own high-quality raw materials, without imports or deforestation, by planting millions of pine and palm trees.
About AlEn USA
Headquartered in Houston, Texas, AlEn USA is a subsidiary of Industrias AlEn, S.A. de C.V., a leading global cleaning and laundry products company with market leadership in Mexico, Central America and the Caribbean. With more than 6,000 employees globally, Grupo AlEn has been striving for a cleaner and more sustainable world for nearly 70 years.
In the U.S., AlEn’s portfolio of products includes bleach, cleaners, powder detergent, liquid laundry detergent and fabric softeners and brands CLORALEN®, PINALEN®, ENSUEÑO® and ART OF GREEN®. One of the few consumer goods products companies based in Houston, AlEn USA is committed to continued growth and innovation of its products in the U.S., supporting a culturally diverse workforce and maintaining socially responsible and environmentally friendly business practices.
For more information, visit www.alenusa.com.
 Sources” Mintel Natural Products Consumer/June 2019 & Kantar Retail ShopperScape Ò2017