Scotts Miracle-Gro, Velcro partner to enhance packaging
The Scotts Miracle-Gro Company has turned to Velcro Industries to help it enhance packaging for its Scotts EZ Seed grass seed with Velcro-brand Press-Lok closure technology.
The leading marketer of branded consumer lawn and garden products and Velcro Industries worked with manufacturer Peel Plastics Products, a recognized leader in product and process innovation, to integrate Velcro Industries’ Press-Lok closure technology into Scotts’ grass seed package.
According to the company, the new packaging helps to extend the shelf life of grass seed. The Press-Lok closure addresses any chance of package misalignment by containing a series of interlocking micro features that connect at multiple levels, even after repeated use. The closure technology is available on both the 10-pound and 14.5-lb. packages.
"Consumers increasingly focus on product design and packaging attributes as they make purchasing decisions. Press-Lok closure provides a superior consumer experience and enhanced packaging design," said Jurjen Jacobs, VP global marketing, Velcro Industries. "We’ve seen great success with brands incorporating our closure into their package design and we’re pleased to expand into the outdoor and gardening market through this exciting partnership with Scotts."
"Scotts’ focus is on providing the best lawn care products on the market to help homeowners, gardeners and outdoor enthusiasts easily create beautiful, healthy and hearty outdoor spaces," said Jason Olson, brand manager, Scotts Miracle-Gro. "Our new packaging for EZ Seed makes packaging lawn care even more efficient and enjoyable for our consumers, who will now have increased assurance that the product is securely closed in storage."
The PRESS-LOK closure system is a proprietary hook-to-hook technology. According to Velcro, the closure is unique in the industry because it offers easy alignment that allows consumers to fasten without precise lineup, securing the package with a great burst strength.
Online sales show growth in housewares
Port Washington, N.Y.-based The NPD Group reported that U.S. sales of non-electric housewares hit $5.6 billion in the 12 months ended September 2013.
While this is a slight uptick (+0.5%) from the previous year, it is a noteworthy shift after years of sales declines for the industry.
“The apparent leveling of the housewares industry is great to see after being challenged by the economy and shifting consumer behavior for several years,” said Debra Mednick, executive director and home industry analyst, The NPD Group. “If last year, with 37% of annual sales coming from the fourth quarter, is any reflection of what is in store this year, there is real potential for the industry to see a positive finish to 2013. As we finish this holiday season, all eyes will be watching to see if the turnaround continued during this important time.”
Across cooking and prep categories, as well as tabletop products, sales performance over the last year has improved compared with the fourth quarter of 2012, including the two largest categories, cookware and dinnerware. One notable shift in purchasing behavior has been the increase in online sales, up 8%, now representing 15% of total non-electric housewares dollars.
“The increasing shift to online purchasing of items like cookware and dinnerware, which consumers typically prefer to see, touch and feel in person, seems counterintuitive. But it comes as no surprise as more and more retailers, both brick-and-mortar and pureplay e-commerce, invest in their sites and work more closely with manufacturers to improve merchandising,” said Mednick.
“Online is expected to continue to grow, but, will also be used by many as a ‘showroom’. Selling online, if done right, provides consumers with comparative information that often leads to trading up,” continued Mednick.