Packaging Index (PAX) for detergents – 10 packages compared

In the sixth episode of our blog series ‘PAX’, we turn to a product category from the home care department: detergents. Specifically, we look at the packaging of ten different liquid detergents that are available in most German supermarkets and drugstores. In our test, we see how these packagings perform in terms of performance, sustainability and design. Which detergent scores best in which assessment dimension? And which bottle achieves the highest Packaging Index overall, making it our winner? You can read all about it below. In case PAX is still new to you, we will briefly explain what the three assessment dimensions are all about.

The 3 assessment dimensions in brief

Performance: We assess the extent to which the respective packaging meets practical retailer and consumer requirements based on eight performance-specific criteria in the areas of performance at the point of sale (POS), product protection and use, including disposal.

Sustainability: We evaluate the extent to which the respective packaging satisfies recycling and environmental protection requirements based on five sustainability-specific criteria in the areas of material, construction and labeling.

Design: We evaluate the extent to which the respective packaging supports successful product and brand presentation based on eight design-specific criteria in the areas of product and brand presentation, artwork and structural design.

Assessment dimension: Performance – and the winner is…

EcoVer with 317.5 points!

In our performance test of liquid detergent packaging, EcoVer in the transparent PET bottle is the only product to crack the 300-point mark, thus taking first place by a clear margin in this assessment dimension. The packaging is primarily characterized by the practical dosing cap and the pleasantly striking shape that sits well in the hand. The design and brand-appropriate placement at the point of sale also contribute to its attractiveness.

Further findings from the performance comparison

Perwoll and Ariel share second place with 292.5 points each. They also offer good handling, in particular thanks to an ergonomic handle and easy dosing. Ariel’s separate dosing cap stands out as a particularly useful unique selling point.

In general, the bottles of established brands such as Perwoll and Ariel are ahead in terms of handling, mainly thanks to their integrated handles.

Like the classics on the shelf, the packaging for Sunil and Mulieres also comes with a handy dosing cap. By contrast, the Attitude, Jean & Len and Ulrich brands lack such features, making it more difficult for the user to efficiently portion the detergent in the washing machine’s detergent compartment – an aspect that has a negative impact on the test result in the performance category.

Overall, we consider bottles with a larger opening to be more user-friendly than packaging with a smaller opening, such as the Frosch stand-up pouch.

However, the Frosch stand-up pouch mentioned above also has a positive unique selling point: it is the only liquid detergent packaging in our test that can be completely emptied. In this respect, the other packaging definitely has room for improvement.

Assessment dimension Sustainability – and the winner is…

Frosch with a full 400 points!

A clear winner in the sustainability category: the Frosch stand-up pouch is clearly the greenest packaging in our comparison – and not just in terms of its appearance. It impresses with its low weight, which indicates a manageable use of materials. Furthermore, the packaging consists of an uncolored monomaterial. Another advantage is that the stand-up pouch can be disposed of in a space-saving manner. And: the sustainability information on the packaging is perfectly integrated into the brand philosophy. For this thoroughly successful concept, Frosch earns full marks in the sustainability dimension.

Further findings from the sustainability comparison

Mulieres uses a thin-walled bottle, but also wraps it in cardboard. The result is double packaging, which suggests sustainability due to the cardboard sleeve, but in the end only increases material consumption and also the disposal effort for the consumer, which in turn makes recycling more difficult. We view this critically and deduct points for the packaging.

In terms of recyclability and the use of recycled materials, the liquid detergent packaging from our test performed well overall. Almost all bottle bodies consist of mono-material and can be easily disposed of in the Yellow Bag – with the exception of the glass bottle from Ulrich, which belongs in the glass stream. A reduction in volume is hardly feasible for most packaging. Opaque colored detergent bottles such as those from Perwoll and Souldrops receive deductions in our comparison due to their lower recyclability.

Assessment dimension design – and the winners are…

EcoVer and Souldrops, each with 325 points!

In the first criteria relevant to the design dimension, it still looks like it’s going to be a close race between the color detergent from Souldrops and the attitude detergent in the aluminum bottle. In the end, however, it is once again the packaging of EcoVer that finds itself at the top, alongside the Souldrops packaging.

First, EcoVer: The simple, uncluttered label with a subtle finish and the striking bottle shape with a finger notch ensure high recognition on the shelf. Another innovative element is the eye-catching lid, which is made of recycled material and engraved at the top. In addition, the well-thought-out color concept of the product sets a successful accent.

Souldrops also scores particularly well with its innovative, impressive shape and color design. The latter also allows for a clear differentiation between the varieties. The basic design, the font and the implementation of the label appear decidedly modern and
minimalist. The bottle could almost pass as a decorative object in the home.

Further insights from the design comparison

For the Attitude detergent, which was the long-time leader in the design category, a total of 300 points was “only” enough for third place in this evaluation dimension. Nevertheless, we would not want to leave unmentioned the unique choice of material and the high-quality, clear design. These features skillfully set the product apart from the competition, making it an absolute eye-catcher that consumers will remember.

Well-known brands from supermarkets, such as Ariel and Perwoll, continue to rely on proven design approaches in terms of shape and color to clearly distinguish the varieties and make it easier for consumers to use them. Perwoll’s packaging is also enhanced with holographic elements. We miss special packaging refinements in the other packagings. We definitely see potential for development on the detergent shelf here, especially for higher-priced products.

Overall winner of the PAX comparison of detergent packaging

With an outstanding Packaging Index of 962.5, the EcoVer detergent bottle is our clear overall winner. It scores equally highly in all evaluation dimensions and has hardly any weaknesses. Souldrops and Frosch also achieve good results. These two packagings each scored 895 points, sharing second place – Souldrops mainly thanks to its appealing design, Frosch mainly thanks to its excellent performance in the sustainability category.

Behind them, the products from Ariel, Perwoll, Sunil, Mulieres and Attitude are relatively close together, with 812.5 to 867.5 points. The opaque PET bottle from Jean & Len and the glass bottle from Ulrich bring up the rear with 722.5 points and a PAX of just 652.5 points respectively – two types of packaging that stand out negatively in terms of sustainability. While the bottle from Jean & Len can still score well in the performance area, Ulrich brings up the rear in every dimension of the assessment.

Conclusion of our managing director Christoph Waldau

“The EcoVer bottle emerges as the overall winner from our comparison of detergent packaging. It impresses thanks to a successful combination of well-thought-out design and user-friendliness. With its ergonomic dosing cap made of recycled material and the notch for an easy grip, it stands out from the competition. In addition, the clear and modern label design highlights the sustainable approach and ensures a strong brand presence on the shelf.

Souldrops brings a fresh, design-oriented approach to the detergents and cleaning agents section. Its minimalist shape and color scheme make the bottle a decorative eye-catcher – on the supermarket shelf and at home in the bathroom. The color concept also ensures clear differentiation between types.

We see great potential for development and improvement in the recyclability of detergent packaging with opaque material. We devalued corresponding products – Perwoll and Souldrops in particular – due to their limited recyclability.

In terms of sustainability, Frosch gets top marks. The packaging consists of a single material, is uncolored, and can be compactly disposed of in every respect. In addition, sustainability information is meaningfully integrated into the design, in line with the environmentally conscious brand philosophy. Nevertheless, the Frosch packaging remains a compromise: the optional handle is suboptimal, the dosage could be designed to be more practical, and there is still room for improvement in terms of emptying the remaining contents.

The glass bottle from Ulrich comes off worst. With its high weight and without a dosing cap, it is not very user-friendly. In addition, disposal is complicated because the lid and label belong in the residual waste, while the bottle itself has to be recycled with glass. We also found that the glass packaging was prone to breakage in the drop test.”