Zoflora, the UK’s leading disinfectant, is part of the Thornton and Ross product portfolio.
Thornton and Ross was founded in 1922 and is one of the largest OTC pharmaceutical manufacturers in the UK, and is part of the STADA group, exporting to over 80 countries worldwide. Zoflora has been helping UK households stay safe from germs for almost 100 years, with a range of fragranced, perfumer developed concentrated disinfectants.
The brand’s 3-in-1 action formula kills 99.9% of bacteria and viruses that can cause illness and create bad odours, as well as filling the home with a long-lasting fragrance for at least 24 hours.
Vicky Oldroyd, Senior Brand Manager at Zoflora, shares with Wholesale Manager the great news that Zoflora kills the COVID-19 virus.
Is it now confirmed that Zoflora kills the COVID-19 virus?
Yes, we can now confirm that Zoflora® does kill the SARS-CoV-2 strain of the virus which causes the COVID-19 illness that has significantly impacted the world we live in today. This new data means that Zoflora is one of the few disinfectants in the UK that has been tested on the most recent strain of coronavirus, and that it conforms to the latest standard EN14476:2013+A2:2019 when used at 1:40 dilution with a 5 minute contact time, which is the European standard relating to the virucidal activity of chemical disinfectants.
How will you be communicating this news to consumers?
We have shared the latest information relating to our efficacy across PR, digital and social media channels. We will also be using consumer and trade press to spread the word, as well as working with retailers to ensure the latest information is available to consumers to ensure they are well equipped to protect their homes and workplaces from the virus.
Will you be working with the government to get the message out about the efficacy of Zoflora?
The government doesn’t directly recommend any branded products, however as recommended by worldwide health organisations, the best way to protect against the spread of coronavirus is through regular hand washing, using face coverings where possible, social distancing and disinfection. Using a proven disinfectant such as Zoflora® on regularly touched surfaces at home, in places of education and in the workplace, is one way to help protect yourself and those you care about.
Do you anticipate this news will help reduce the incidence of COVID-19?
Our mission is to ensure that people are using disinfectant products such as Zoflora as safely and effectively as possible both in the home and in the workplace, whilst encouraging a safe environment for everyone to enjoy. The best way to protect against the incidence of COVID-19 is with regular hand washing, face coverings where possible, social distancing and good hygiene practices.
What marketing plans do you have for Zoflora in the coming months?
We’ll be continuing our hardworking PR, social and influencer activity relating to our premium Zoflora fragrances, as well as messaging on home hygiene with lots of hints and tips on how to use the product. We’ve also got our exciting winter seasonal limited edition launches coming up which are always eagerly anticipated by our fans. We’ll continue to run messaging relating to virus and bacteria kill and product safety too, as well as working with retailers to drive consumers to stores. We’re also working on a really exciting ATL campaign for 2021.
How can wholesalers maximise sales of Zoflora?
The best way to maximise Zoflora sales is to ensure that the product is easy to find, and well faced, as Zoflora has been fundamental to growing the disinfectant category by bringing in new consumers. Zoflora is the UK’s number 1 disinfectant, so needs to be clearly visible to signpost the category, especially now with the new COVID-19 virus claim, which is highly motivating for consumers for home and business usage to protect their families, staff and customers at this time. Fragrance choice is also key, and Zoflora has over 30 fragrances available to suit a range of preferences, including the Fresh Home range which has been specifically developed for homes with pets. As we come into the colder months, consumers will be looking for our seasonal limited editions alongside our standard fragrances, so secondary sites such as gondola ends, seasonal aisles and shelves adjacent to till points can also encourage impulse purchases.
How is the household cleaning market performing?
Unsurprisingly the household cleaning market has seen a huge surge in 2020, with the liquid disinfectant market growing 56% in the last 12 weeks, with a shift forward in terms of category penetration from 28% to 38%, meaning 2.9 million extra households shopping the category.
What is driving the market?
The demand for disinfectant products has risen significantly in 2020, as the global pandemic has highlighted the importance of home and personal hygiene, as well as an increased need to protect businesses, homes and loved ones from the virus. We expect these new cleaning habits to continue as this behaviour becomes the norm in everyday life including regular disinfection of door handles, steering wheels, light switches and other regularly touched surfaces around homes and businesses.
How do you work with wholesalers to grow their business?
We can help our customers to drive disinfectant category sales through effective display and ranging of the most appropriate fragrances and sizes for specific retailers and channels. This will ensure that consumers can find what they’re looking for, which is key at a time when disinfectant usage is continually on the rise. We can also provide social and digital assets to help retailers communicate their Zoflora range through online channels if required, as well as helping them to display Zoflora effectively in store.