For the average Kiwi household, cleaning products are the unsung heroes - everyday essentials that quietly do their job without unnecessary fuss or fanfare.
And when families find a brand they trust, they tend to stick with it.
For ecostore, more than three decades of consistent performance have resulted in some of the highest loyalty levels in the premium cleaning category.
Always looking to improve, ecostore has just launched a fresh evolution of its household cleaner range, designed to tackle even more household cleaning jobs while staying true to the simple, plant- and mineral-based principles consumers already know and love.
Their expansion comes at a time when ecostore’s momentum in the household cleaners space is accelerating. Supported by continued investment in NPD and a range drive, ecostore household growth has increased 19 percent compared to a year ago, and in Dish, a traditionally flat category, ecostore has driven 14 percent growth.
Simplicity, safety, performance
At the centre of ecostore’s refreshed range, the new Floor & All Purpose Cleaner represents an important step forward into a mainstream category where eco-friendly options have always been limited.
Because it’s plant- and mineral-based (formulated with eucalyptus essential oil), it’s suitable for a wide range of washable hard surfaces, from benchtops to floors and walls, making it a practical choice for busy households looking to simplify their cleaning routine without compromising on performance.
Tough on limescale and other nasties
Ecostore’s expanded range also includes a fresh new Lemon & Lime Toilet Cleaner that’s formulated to take on the biggest challenges in the smallest room. Even the most stubborn limescale and stains are no match for its citrus-infused formulation, which reflects an increasing demand for products that work hard without feeling harsh.
Concentrating on the environment
Kiwi shoppers are continuing to look for practical ways to reduce their household waste without adding complexity to their cleaning routine. Ecostore’s new 100ml Cleaner Refill Concentrates offer a convenient, economical solution to this conundrum, packing in enough concentrated cleaning product to refill two full-sized spray bottles.
The refill bottles are compact enough to keep tucked away in a cupboard until you need them, and the plant-based formulation has been proven to kill common household germs such as Salmonella, E. coli, Staphylococcus, and Enterococcus.
Keeping it simple since 1993
Across ecostore’s newly expanded range, the focus remains firmly fixed on simplicity, safety and performance: values that have helped to cement their reputation as one of New Zealand’s most trusted FMCG brands. For customers, the result is a range of effective, everyday cleaners that feel reassuringly familiar and refreshingly modern.
Read more in the latest issue here
