People are mostly at home, so they’re perhaps more willing to invest in a nice, reusable dispenser, and subscription for refills. Keeper’s starter kit, including a glass dispenser and one bottle of concentrate, costs $20, and customers are automatically signed up to receive two refills per month for $10.

And the movement toward environmentally conscious consumer products means they may be more interested in trying a refillable concentrate model, similar to those from Blueland and other brands, which reduces single-use plastic waste and is more efficient for shipping.

• Kantar Worldpanel find that 44% of people actively avoid “green” or “sustainable” options. A number that grew after the pandemic. While only 18% of people are “EcoActives” who seek them out. A number that’s shrunk. The rest are open to eco products, but easily dissuaded. Essentially you’re speaking to the one person in five who is probably

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