When Purchasing Concentrated Liquid Laundry Detergent, Almost Three Quarters of Canadians (71%) Agree Product Reduces Overall Packaging Waste

Toronto, ON - With increased attention being paid to environmental issues and how average Canadians can help the cause in their own homes, a new Ipsos Reid poll conducted on behalf of Compaction reveals that seven in ten (71%) Canadians agreed that concentrated laundry detergent reduces overall packaging waste. In addition, more then half (55%) also agreed that concentrated laundry detergents `lowers transportation emissions' (carbon dioxide/ greenhouse gasses), `uses less energy to make the product' ( 49%) and `uses less water to make the product' (45%).

Despite these benefits, not all Canadians appear to be aware of concentrated laundry detergent and its various attributes. Less than half (43%) of the population studied is aware of concentrated liquid laundry detergent, with Quebecers being the least likely (38%) to be aware of such a product. Presently, only four in ten (39%) Canadians aged 25 to 54, who are also the primary grocery shoppers in their homes, use concentrated laundry detergent.

However, across Canada, some are using concentrated detergent more than others. In fact, Ontarians (45%) and Westerners (44%) are the most likely to say that they are using concentrated liquid laundry detergent, while those in Quebec (34%) and Atlantic Canada (33%) are less likely to indicate that they are using this type of product.

With a majority (63%) of Canadians understanding that with concentrated detergent one uses a smaller amount of detergent to the same effect, Canadians also recognize some of the environmental benefits that come along with using less product and the smaller packages in which the detergent is contained. In fact, Canadian grocery-shoppers name benefits such as less packaging (17%), less product (16%) and less waste going to landfill space (15%) as their top-of-mind environmental benefits. Four in ten (38%) Canadians also saw no clear environmental disadvantage to using concentrated liquid laundry detergents.

These are the findings of an Ipsos Reid poll conducted on behalf of Compaction from June 21 to 25, 2007. For the survey, a representative randomly selected sample of 1240 Canadian adults, who are also principal grocery shoppers in their homes, was interviewed online. With a sample of this size, the results are considered accurate to within 1772.8 percentage points, 19 times out of 20, of what they would have been had the entire adult population between the ages of 25 to 54 and who are also the primary grocery shopper in their homes been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population.

For more information on this news release, please contact:
Sean Simpson
Research Manager
Ipsos Reid
Public Affairs
(416) 572-4474
[email protected]

About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

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