Church & Dwight's new Hero

Author

Stephen Babcock
September 07, 2022

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For CPGs, the last-minute decisions are key moments to win shoppers over. While the checkout aisle has long been the in-store arena for the impulse buy, sweets and snacks leader Mondelēz found that reaching consumers earlier in the shopping experience through prompts and promotions brought more success in ecommerce.

It’s already a busy week of M&A in ecommerce and consumer goods. A big deal in beauty and personal care: Mighty Patch maker Hero Cosmetics was acquired by Church & Dwight for $630 million. With $115 million in revenue and a 40% EBITDA margin for the year ended June 30, startup brands will be looking to learn from Hero’s story for years to come.

As prices rise, products tend to get smaller in weight and size. While the changes can be subtle, a recent Morning Consult poll showed that shoppers are increasingly aware of this practice at a time of 40-year-high inflation. Nearly 50% of consumers said they chose a different brand upon recognizing shrinkflation.

With a new Laundry Enhancer, EnviroKlenz is appealing to an audience that is looking to extend the life of clothing. So it’s fitting that the brand also introduced eco-friendly packaging. The fact that the bag-and-box format also helps the company be more efficient in the supply chain shows how EnviroKlenz is aligning the customer with its own operations.

Bayer has a goal of reaching 100% sustainable packaging by 2030. To assist with this, it is putting out an open call in search of “biodegradable, compostable, dissolvable, or edible packaging that ensures its products maintain their efficacy and quality standards.” The submission window opened this month.

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