Brands are innovating by finding alternatives for traditional natural formulations, modernising performance claims and meeting consumer demand for convenience.
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
- Eco-friendly packaging claims gain ground globally
- Graph 1: top 10 claims in household cleaning product launches (based on 2025-26), 2021-26
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: the evolution of natural formulations
- Household cleaning formulations are changing
- Natural claims are declining in Europe
- Probiotics hold potential to be a new 'natural'
- Europe: gentle formulations are a differentiator
- Safety concerns drive demand for skin-safe cleaning
- Skin-friendly positioning remains underdeveloped
- Graph 2: share of household cleaning product launches carrying dermatologically tested and for-sensitive-skin claims, 2021-26
- Brands demonstrate the potential of skin-safe positioning
- Tailor safety reassurances to specific needs
- The Middle East & Africa (MEA)
- Concerns over health drive the preference for mild formulations
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ASIA PACIFIC (APAC)
- Asia: convenience is influential in the category
- Efficiency shapes cleaning expectations
- Innovation reinforces convenience as standard
- Graph 3: share of household cleaning product launches carrying convenience claims, 2021-26
- Disposable formats provide ease for users
- Asia: safety assurances are in demand
- Everyday exposure elevates safety expectations
- Toxin-free claims remain underexplored
- Graph 4: share of household cleaning product launches carrying toxin-free claims, 2021-26
- Gentler chemistry eases concerns
- Australia & New Zealand
- Ethical and environmental claims gain momentum
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THE AMERICAS
- North America: shifts in performance claims
- Cleaning expectations move beyond disinfection
- Antibacterial positioning becomes less central to NPD
- Graph 5: share of household cleaning product launches carrying antibacterial claims, 2021-26
- Performance clarity replaces antibacterial reassurance
- North America: refills help solve plastic waste concerns
- Packaging is the most visible sustainability cue
- Refill formats gain momentum
- Graph 6: share of household cleaning product launches carrying refill/refillable claims, 2021-26
- Brands give consumers more options to be responsible
- Latin America
- Fragrance innovation stands out in LATAM
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.
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