With approximately one in three Australians having an allergy in 2014, according to the National Asthma Council, Australia has one of the highest prevalence of allergies in the developed world. This proved fertile ground for home care manufacturers, with the major global players releasing a range of new anti-allergen products suitable for children and adults with skin sensitivities under the “sensitive” banner in Australia in 2014. In doing so, they are exploring a niche monopolised by locally produced eco-friendly brands.
Local players in a sensitive niche no longer
A relatively new entrant, Aware Environmental Ltd was formed by the merger of two green brands, Orange Power and Aware, with a vision to be Australia’s most ethical manufacturer of eco-friendly household consumer products by producing Australian-made accredited and endorsed products that help consumers to live a greener lifestyle. The company is an industry leader in producing environmentally responsible products that are formulated without the use of palm oil. All of the Aware products are endorsed by Planet Ark and the Aware Sensitive range is especially formulated to be free from ingredients that irritate the skin, such as optical brighteners, fragrances, dyes and enzymes, and is independently approved by the Asthma Council of Australia’s Sensitive Choice Program (marked with a blue butterfly). However, with a 0.3% share of the home care market in Australia in 2014, the company is not well positioned to take on the industry leaders Unilever, Procter & Gamble or Reckitt Benckiser as they launch hypoallergenic home care products into the mainstream.