A recent analysis (31.10.2022) of the customer rating and the number of reviews on dm.de reveals that solid eco cleaning products are rated significantly worse than liquid eco cleaners.
Solid eco cleaning brands
- Blaue Helden
- everdrop
Liquid eco cleaning products
- ecover
- Frosch
- Love Nature
- Planet Pure
The charts below shows the average product rating over all products in the dm.de online shop. Consumers can rate products in a 1 (bad) to 5 (very good) scale with a star system. High average product ratings indicate that the products of a brand are perceived favourably by the consumers while low ratings indicate that consumers are unhappy with the brand’s products.
On the y-axis the average number of reviews is shown. This is an indication for the engagement of the consumers with the product. A high engagement will result in more users being motivated to write a review than a low engagement.
For the product rating, consumers criticise a lower performance with solid offerings compared to the liquid offerings. This is reflected by the 1,5 stars gap between Blaue Helden and everdrop on the lower end and the rest of the field in the upper section of the chart. Comments on the dm.de website support this argument.
In addition, liquid eco cleaners are reviewed by consumers up to 60 times more often. This means that the buyers of liquid eco cleaners like to talk about their purchases more than the buyers of solid cleaners. Obviously the broad marketing campaign of Love Nature backed by Henkel pays off in the significantly high number of reviews per product. Nevertheless everdrop and Frosch are spending significantly in the field of marketing. For Frosch the spends lead to second place, for everdrop it seems the spend does not create traction in this sales channel.
