Household cleaners are products that are used to clean soft or hard surfaces in the home. With an extensive amount of cleaners on the market, we’ve rounded up the latest trends and opportunities for brands and formulators within this area.
Market Trends
Sustainable solutions – Consumers seek to minimise the eco footprint of their cleaning regimes. With packaging and plastic under general scrutiny, ‘green’ and ‘natural’ household cleaners are rising to the forefront over ‘harsher’ chemical cleaners.
COVID-19 – The pandemic has impacted consumers who are looking for ways to protect themselves and their homes. There has been a significant surge in antibacterial hard surface care launches, with formulators increasing the inclusion of natural ingredients to mitigate consumer concern.
Refills – Refillable hard surface care continues to thrive, with brands increasingly offering consumer-friendly options to encourage uptake. Meanwhile, brands are turning to botanical and organic ingredients to tap into the growing interest in natural cleaning products.
Brand Opportunities
- Build on refill offering – take advantage of untapped areas for improvement such as the product’s impact on energy, water consumption etc.
- In addition to value, consider other important factors such as convenience and customisation.
- Due to the pandemic, consumers are more engaged with cleaning products than ever before – use this to educate consumers further.
- As attention on the pandemic wanes, brands can use their new communication strategies to widen their focus onto important product aspects such as ingredient safety.
- Align with the new home environment – consumers have invested time, money and emotion into their homes – this offers scope for brands to maintain the perception of the home being a ‘happy place’.
- Brands have the opportunity to offer a more restorative approach to surfaces in the home and help add aesthetic appeal to adapt to the way people feel about their personal spaces.
(Sources: Mintel Innovation Report)
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