Inconsistent definitions, formats and language make concentrates difficult for consumers to recognize, compare and merchandise. There's opportunity to establish shared terminology and category cues that build familiarity across products and retailers.

Package size and upfront price can obscure cost per use, number of uses and long-term savings for customers. There's opportunity to make use equivalency and cost efficiency easier for consumers to understand at the shelf and online.

Mixing, dosing and refilling introduce unfamiliar behaviors to customers and misuse can limit performance and environmental benefits. There's opportunity to create products that are easy to use and instructions and dispensing systems that support correct use and repeat purchase.

Dispersed placement, limited shelf presence and inconsistent on-shelf messaging make concentrates difficult to find. There's opportunity to use coordinated merchandising and messaging to highlight convenience, portability and compact storage.

Different terminology and use-methods across brands can create an inconsistent customer experience, making new behaviors harder to learn and sustain. There's opportunity to builld a shared evidence base and playbook for the industry to accelerate learning and growth in the concentrates category.