Trend Watch

November 2019

∙ Perfume your world ∙ DishWashing

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TABLE OF CONTENTS

2

TRENDS

Natural Positioning

Sensitive Skin Safe

New Experiences

1

MARKET OVERVIEW

Category Overview

Key Brands

Facts and Figures

3

FRAGRANCE

Olfactive Trends

Sozio Fragrance Analysis

Fragrance Collection

MARKETOVERVIEW

• C a t e g o r y O v e r v i e w

• K e y B r a n d s

• F a c t s a n d F i g u r e s

- 1 -

Market FactorsTotal US Retail Sales Forecast of Dish Products, by segment, at current prices, 2013-22

- 2 -

• Retail sales were estimated to reach $3.1 million in total retail sales of 2018, an increase of 1.4% from 2017.

• The dish category will experience moderate, yet steady growth, possibly increasing sales by 5% from

2018-23 to exceed sales of $3.2 million.

Source: Mintel Market Sizes, 2019

185new product

launches in

2018

MARKET OVERVIEW - category overview

- 3 -

MARKET OVERVIEW - key brands

Procter & Gamble31%

Colgate-Palmolive17%

Reckitt Benckiser8%

SC Johnson & Son16%

Aldi Group11%

Unilever3%

Earth Friendly Products2%

The Honest Company9%

Lemi Shine3%

Top Market Leaders for Dishwashing Product Launches % by segment, North America, 2018

Source: Mintel, Market sizes 2019

- 4 -

$1.87 millionin 2017 sales

Procter & Gamble

T O P B R A N D S

Dawn

Cascade

Joy

Palmolive

Finish

Ecover

Caldrea

Mrs. Meyer’s

Method

Radiance

Love Beauty & Planet

Seventh Generation

The Honest Co.

Lemi Shine

$570 Kin 2017 sales for

Colgate

MARKET OVERVIEW - facts & figures

Source: Mintel, Market sizes 2019

Source: Mintel, GNPD 2019

Source: Mintel, GNPD 2019

Top Format Categories for Dish Launches% by segment, North America, 2016-2018

- 5 -

• HAND DISHWASHING DETERGENTS & MACHINE DISHWASHING DETERGENTS format categories remain leaders

in new launches & market size.

• ANCILLARY PRODUCTS are products to regulate the dishwasher and include rinse aids and dishwasher care products.

Dishwashing -Hand

Dishwashing -Automatic

Rinse Aid

DishwasherCare

0 20 40 60 80 100 120 140

2016

2017

2018

Units

Year

Top Format Categories for Dish Market% by segment (value in USD), North America, 2017

Hand Dishwashing Detergents

58%

Machine Dishwashing Detergents

37%

Ancillary Products

5%

Source: Mintel, Marketsizes 2018

MARKET OVERVIEW - facts & figures

Source: Mintel, GNPD 2019

Top Claim Categories for Dish Launches% by segment, North America, 2016-2018

- 6 -

• ETHICAL & ENVIRONMENTAL claims attract consumers who want to change and live an eco-friendly lifestyle and are

looking for more natural ingredients or compostable/recyclable packaging. These claims have been gaining traction

consistently including “toxins free”, “biodegradeable”, “recycling”, and “eco friendly product or packaging”.

• FREE FROM claims are targeted towards consumers that are concerned with the components of the products they are using.

Ethical & environmental

35%

Natural14%Suitable for

12%

Positioning12%

Convenience10%

Free from8%

Functional5%

Product tested4%

Ethical & environmental

Natural

Suitable for

Positioning

Convenience

Free from

Functional

Product tested

0 50 100 150 200

2016

2017

2018

Units

Year

MARKET OVERVIEW - facts & figures

TRENDS

• S u s t a i n a b l e L i v i n g

• S e n s i t i v e S k i n S a f e

• N e w E x p e r i e n c e s

- 7 -

TRENDS - sustainable living

- 8 -

➢ The big focus is on reducing plastic consumption, both by

optimizing packaging and by recovering and recycling more

materials.

➢ Brands need to re-think packaging design and use of materials to

develop systems that reduce plastic consumption, eg concentrated

refills or using ocean plastic.

Eco-Friendly Products

50% Ocean Plastic

ECOVER

Radish

25% post- consumer plastic

MRS. MEYER’S

Sea Minerals

Made with recovered

ocean plastic

METHOD

29%Of US consumers would

pay more for a product from

a socially responsible

company.

33%Of US adults consider

“environmentally-friendly”

an important attribute for

natural dishwashing

products.

84%Of adults are interested in

and would pay more for

eco-friendly dishwasher

detergent.

In the USA…

Source: Mintel DISHWASHING PRODUCTS, US- MAY 2019

Reduce, Reuse, Recycle

Source: Mintel Report, 2019

Tetra Countertop Dishwasher

TRENDS - sustainable living

- 9 -

➢ TETRA, an internet-connected compact countertop dishwasher,

requires no plumbing and can be placed and used anywhere with

a standard electrical outlet.

➢ Holds two full place settings, 10 plates or 12 pint glasses.

There are no faucet connections required and 0.5 gallon of water is

loaded by hand so users know exactly how much water is being

used.

➢ Allowing for a more precise temperature control temperature; in 10

minutes you can easily sanitize baby products, wash plastic

storage containers without melting, cook seafood, clean fruit, or run

a load of wine glasses on a gentler cycle.

Conserve Water When Washing Dishes

Sustainable, but Make It Fashion

➢ A small, independent refill shop in Vancouver, THE SOAP DISPENSARY.

➢ Specializing in premium soaps, household cleaners, personal care

products, DIY ingredients, and fine edibles.

➢ They carry quality lifestyle goods that support a zero-waste lifestyle.

➢ The Soap Dispensary strives for balance with sourcing affordable, well

made products that do not leave a footprint.

The Soap Dispensary, Vancouver CA

Package Free Stores

Source: Fashionsnoops, US 2019

- 10 -

• Important for consumers: skin-friendly formulas to reassure

that products will not adversely affect the skin.

• Skin-safe claims:

➢ Hypoallergenic product/ ingredients

➢ Dermatologically tested

➢ Free from allergens

➢ Safe on sensitive skin

➢ Allergy tested

➢ Suitable for sensitive skin

Skin Safe Dishwashing

Grapefruit Grove

THE HONEST CO.

Citrus Yuzu & Vanilla

HOME & PLANET

Lavender Tea Tree

TRADER JOE’S

16%Of US consumers are

concerned about harsh

ingredients in dishwasher

detergent.

29%Of US consumers look

mostly for ingredients on

product labels when

shopping.

46%Of US adults consider

“safe and gentle on skin”

an important attribute for

natural dishwashing

products.

In the USA…

Source: Mintel DISHWASHING PRODUCTS, US- MAY 2019

Hypoallergenic & Dermatologically Tested

Source: Mintel Report, 2019

Mango Melon

DAPPLE

TRENDS - sensitive skin safe

The importance of strong fragrances in dishwashing products is to create a clean atmosphere or

ambiance and remains consistent in product launches with new olfactive concepts and combinations.

Scent Savvy Detergents

Holiday Dinner = Dishes

Squeaky-Clean Grease-Fighting Power

5 Power formula

Ultra Strength Dish Liquid

PALMOLIVE

Tropical Cloud

METHOD x MINTED

Pomegranate

& Rose Water

DAWN

Ultra-concentrated

Tuscan Lavender & Jasmine

CLOROX SCENTIVA

Tackling grease and grime by reformulating with a

higher efficacy are primary purchase drivers in this category.

Tapping into design and trend forward imaging, brands launch

seasonal products for consumers to get into the spirit of the season.

- 11 -

Passionfruit & Mandarin

PALMOLIVE

3x more grease cleaning power

Ultra Dishwashing liquid

DAWN

Pacific Breeze & Coconut

CLOROX SCENTIVA

Winter Berry

WILLIAMS-SONOMA

Frosted Fir

METHOD

Acorn Spice

MRS. MEYERS

New Dishwashing Market Players

Vetiver & Tea Tree

LOVE, HOME & PLANET

Pomelo

MAGNOLIA HOMELemon/Citrus

JR WATKINS

Stores are creating private label brands or brands are extending their

breadth of product lines to become inclusive in the dishwashing market.

TRENDS - new experiences

FRAGRANCE

• O l f a c t i v e T r e n d s

• S o z i o F r a g r a n c e A n a l y s i s

• S o z i o C o l l e c t i o n

- 12 -

Source: Mintel, GNPD 2019

Top Fragrance Groups for Dish% by segment, North America, 2016-2018

FRAGRANCE - olfactive trends

- 13 -

• CITRUS and FRESH & CLEAN fragrance group remains leading fragrance family in new product launches.

• GREEN/HERBAL/WOODY and FLORAL fragrance families highlight natural ingredients supporting botanical

and herbaceous olfactive trends and natural aspects.

Citrus36%

Fresh & Clean24%

Floral15%

Fantasy9%

Green/ Herbal/ Woody

16%

Citrus

Fresh & Clean

Floral

Fantasy

Green/ Herbal/ Woody

0 5 10 15 20 25 30 35

2016

2017

2018

Units

Year

FRUITY

AROMATIC

FLORAL

CITRUS

- 14 -

FRAGRANCE - Sozio fragrance analysis

- 15 -

Pink Geranium

GREENSHIELD

ORGANIC

Organic

Lemongrass

PURACY

Vetiver & Tea Tree

LOVE, HOME

& PLANET

Botanical

Apothecary

Essential Oils | Aromatherapy | Natural

Bergamot BlossomCitrus | Floral

Top: Pomelo, Zesty Lime,

Nectarine, Bitter Orange

Middle: Geranium Leaf,

Lily of the Valley, Jasmine

Base: Coconut Water

Alternate Name

Pomelo Petals & Zest

Tea Tree GingerAromatic | Oriental

Top: Orange Zest,

Ginger, Bergamot

Middle: Clove Leaf,

Tea Tree, Geranium

Base: Sweet Amber, Vanilla Musk,

Vetiver, Benzoin, Tonka Bean

Alternate Name

Ginseng & Geranium

Top: Juniper Berry, Fig,

Cardamom, Pink Pepper

Middle: Geranium Leaf,

Orris, Lily of the Valley

Base: Cashmere Musk,

Cypress, Cedar, Santal, Vetiver

Juniper CedarAromatic | Woody

Alternate Name

Cypress & Cedar

- 16 -

FRAGRANCE - Sozio collection // botanical apothecary

SZUSM026656 SZUSM026661 SZUSM026658SZUSM000270 SZUSM000274 SZUSM000272

- 17 -

Almond Milk

& Blueberry

PALMOLIVE

Pear

ECOS

Grapefruit Grove

THE HONEST CO.

Derm-

Defense

Hypoallergenic | Sensitive Skin Safe

Blueberry & Shea ButterFruity | Oriental

Top: Blueberry, Lemon Peel,

Orange, Melon, Pineapple

Middle: Blue Jasmine,

Violet, Apple Blossom

Base: Creamy Musk,

Almond Milk, Vanilla Bean

Alternate Name

Almond Blossom & Berries

Pink Lotus & PeonyFloral | Green

Top: Honeydew,

Watery Greens

Middle: Pink Peony, Iris,

Ylang Ylang, Geranium

Base: White Cedar,

Soft Musk, Amber

Alternate Name

Lush Lilies & Ylang

Top: Citrus, Peach,

Apple, Dewy Herbs

Middle: Peony, Gingerlily, Jasmine,

Neroli, Cyclamen, Lavender

Base: Blonde Woods,

Vanilla, Sheer Musks

Green Tea & AloeAromatic | Citrus

Alternate Name

Grapefruit Matcha

- 18 -

FRAGRANCE - Sozio collection // derm-defense

SZUSM026656 SZUSM026661 SZUSM026658SZUSM000275 SZUSM000277 SZUSM000271

- 19 -

Lavender

& Lime

PALMOLIVE

Mango Melon

DAPPLE BABY

Summer Orchard

SEVENTH

GENERATION

Twists on

Tra-DISH-ions

Creative | Fantasy | Experiential | Trendy

Oasis SunCitrus | Fresh

Top: Grapefruit, Yuzu, Rhubarb,

Red Berries, Crisp Air Accord

Middle: Pear Blossom,

Geranium, Leafy Greens

Base: Cloud Musk,

Cedarwood

Alternate Name

Nashi Pear & Clouds

Island NectarFruity | Floral

Top: Mandarin, Quince,

Peach, Passionfruit, Bing Cherry

Middle: Dewy

Green Florals

Base: Creamy Coconut

Alternate Name

Juicy Mandarin Passion

Top: Crisp Apple, Bright Lemon,

Nectarine, Grapefruit, Eucalyptus

Middle: Violet, Heliotrope,

Jasmine Petals, Lavender

Base: Sheer Musk,

Galbanum, Soft Woods

Cosmic GardenAromatic | Fruity

Alternate Name

Kaffir Lime & Lavender

- 20 -

FRAGRANCE - Sozio collection // twist on tra-DISH-ions

SZUSM026656 SZUSM026661 SZUSM026658SZUSM000278 SZUSM000276 SZUSM000273

Collection Code Name Olfactive Family

Botanical

Apothecary

SZUSM000270 Bergamot Blossom Citrus | Floral

SZUSM000274 Tea Tree Ginger Aromatic | Oriental

SZUSM000272 Juniper Cedar Aromatic | Woody

Derm-

Defense

SZUSM000275 Blueberry & Shea Butter Fruity | Oriental

SZUSM000277 Pink Lotus & Peony Fruity | Green

SZUSM000271 Green Tea & Aloe Aromatic | Citrus

Twists on

Tra-

DISH

-ions

SZUSM000278 Oasis Sun Citrus | Fresh

SZUSM000276 Island Nectar Fruity | Floral

SZUSM000273 Cosmic Garden Aromatic | Fruity

Fragrance Collection

www.jesozio.com

∙ Perfume your world ∙

Latin & North America

Sozio Inc

51 Ethel Road West

Piscataway, NJ 08854 USA

Phone: (+1) 732 572 5600

Fax: (+1) 732 572 0944

AsiaJ&E Sozio Asia Ltd

Unit C6, 15/F, TML Tower

No.3 Hoi Shing Road - Tsuen Wan, N.T.

Hong Kong

Phone: (852) 2111 0842

Fax: (852) 2111 0942

Europe, Africa and Middle East

Sozio SAS

6, Rue Barbès - CS80050

92532 Levallois-Paris cedex - France

Phone: +33 (0) 1 81 93 00 60

Fax: + 33 (0) 1 81 93 00 98