Explore the latest innovation in household cleaners with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the household cleaning products market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global cleaning products market. Understanding innovation in household cleaners has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Luke Santos, Household Care and Brand Analyst at Mintel. Luke joined the Mintel household care research team in 2022, researching and writing household care and brand reports, focusing on consumer behaviour and product innovation. Luke has a BA (Hons) in Geography and Spanish from Swansea University.
Cleaning performance is key, but brands can add value by focusing on other motivators. Convenience, fragrance innovation and genuine eco pledges will appeal.
Luke Santos
Household Care Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- The Future of Household Cleaners
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: substantiate eco-friendly efforts
- Governance plans to guide eco-friendly production
- Ethical and environmental claims begin to plateau
- Differentiate with new formats
- Brands can win with waste ingredients
- Europe: fragrance favouritism in household cleaners
- Brands expand fragrance options in household cleaners
- Citrus scents dominate NPD and consumer preference
- Graph 1: top 10 fragrance groups in household cleaner launches, 2024-25
- Finer fragrances in the household cleaner category
- The Middle East & Africa (MEA)
- A need for more sustainable solutions in the region
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ASIA PACIFIC (APAC)
- Asia: provide better cleaning performance to help consumers save time
- Consumers struggle to maintain cleaning standards
- Time/speed claims are more prevalent
- Graph 2: share of household cleaner product launches carrying the time/speed claim, 2024-25
- Optimising performance will help consumers save time
- Asia: disinfection properties provide value
- Consumers value germ-killing properties
- Product development of antibacterial claims has tailed off since the pandemic
- Graph 3: share of household cleaning product launches carrying an antibacterial claim, 2020-25
- Pair disinfection with other desirable attributes
- Australia and New Zealand
- Fragrances enhance cleaning product appeal
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THE AMERICAS
- North America: private label attracts savvy shoppers
- Consumers turn to private label for cost-effective cleaning
- Private label launches carry money-saving messaging
- Graph 4: share of household cleaning product launches carrying the economy claim, private label vs branded, 2020-25
- Express money-saving potential
- North America: a single cleaning solution
- Multipurpose products work on multiple fronts
- Multipurpose cleaners lead hard surface care launches
- Graph 5: share of all-purpose/multipurpose surface care product launches in the hard surface care category, 2020-25
- Cleaning performance is crucial to success
- Latin America
- Natural formulations hold potential
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
For a more detailed look at a Year of Innovation report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
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