Tematica Signals
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Cleaner Living is Gaining Shelf Space at Kroger, Target and Walmart

Cleaner Living is Gaining Shelf Space at Kroger, Target and Walmart

According to Kroger’s website, its Simple Truth® brand was created in response to customers wanting organic and natural products. In 2020, the brand surpassed $3 billion in sales after having crossed the $2 billion only a few years earlier after being launched in the second half of 2012. And while Kroger has continued to expand its Simple Truth line, particularly when it comes to food and snacks, including plant-based ones, it’s also expanded its shelf space for other products that fall into the domain of Tematica’s Cleaner Living investment theme:

And while that particular store walk was at a Kroger location, Target is also making headway with the Health & Beauty aspect of our Cleaner Living investment theme and index. Those efforts span Makeup, Hair Care, Skin Care, Personal Care, Bath & Body, and Sunscreen but other categories as well:

The why behind this shift in consumer spending, which the Tematica Research Cleaner Living investment theme and index captures is rather succinctly explained by Target:

“…as awareness of clean beauty has grown, you may be seeking more mindfully created products. All beauty products certified as Target Clean are formulated without* propyl-parabens, butyl-parabens, phthalates, formaldehyde, formaldehyde-donors, nonylphenol ethoxylates (NPEs), Oxybenzone, SLES, retinyl palmitate, hydroquinone, triclosan, triclocarban, BHA & BHT. Deodorant: Additionally formulated without* aluminum. Oral care: Additionally formulated without* artificial sweeteners.”

All told, Target has more than 4,000 products in store and online that carry the Target Clean symbol.

Between Target and Kroger, their combined sales totaled $64 billion in 2021 and they are choosing to give more of their valuable in store and online shelf space to Cleaner Living products.


Because consumers want them, and are willing to pay more for them because they increasingly want more mindfully created products without the harmful ingredients, additives and other chemicals.

Source: Meet the 2020 Consumers Driving Change , June 2020

And all this talk about Kroger and Target may have you wondering if Walmart offers Clean Beauty & Health products?

The answer to that is… YES!

* C’est Moi Launches Vegan Skincare Products at Walmart

* Walmart releases exclusive UOMA by Sharon C. line

* Clean Skincare at Walmart?? Yes.

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