The Case for Concentrates in Smaller Packs in the Era of Shrinkflation

Tanu Grewal of Pinalen, Cloralen, and Ensueno Laundry cleaner brands: smaller packs of concentrated cleaning product improves sustainability profiles without short-changing consumers. But are consumers wary of 'shrinkflation?'

The Case for Concentrates in Smaller Packs in the Era of Shrinkflation
Prioritizing a smaller, compacted product is always something to highlight when pitching retailers who are looking to save some of that valuable space.

Tanu Grewal, Chief Cleaning Officer at brand owner AlEn USA, a manufacturer of emerging cleaning brands Pinalen, Cloralen, and Ensueno Laundry, approached Packaging World with an interesting perspective on a simple packaging decision that can offset economic pressure for brands. It might seem counterintuitive with consumer fears of so-called “shrinkflation,” but concentrated product in smaller packs can present greater value instead of lesser, while checking a lot of boxes for both consumers and brands. We asked her to explain.

Packaging World

What’s does the current landscape look like for CPGs like yours, as you see it?Tanu Grewal of Pinalen, Cloralen, and Ensueno Laundry cleaner brandsTanu Grewal, Chief Cleaning Officer at brand owner AlEn USA, a manufacturer of emerging cleaning brands Pinalen, Cloralen, and Ensueno Laundry

Tanu Grewal: 

The past several years have presented a challenging economic environment for manufacturers. The pandemic economy, coupled with 2020’s rampant supply chain disruptions rocked the industry—leaving lingering fears that have persisted through today. In fact, recent data shows that a weakened domestic economy now ranks among CPG manufacturers’ top concerns according to NAM data, and a shrinking number of manufacturers are feeling optimistic about their business’s future as a result.

At the same time, consumers are demanding more from manufacturers than ever before. When it comes to Environmental, Social, and Governance (ESG) measures, consumers are becoming increasingly aware of not only what’s in their products, but what’s behind them—from logistics and Scope 3 emissions to resource use. These ESG values, while incredibly important, are building the pressure on CPGs to innovate quickly, amid what is already a tumultuous environment.

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