Although environmental concerns are influencing consumers’ purchase behaviour when buying household care products, convenience still trumps sustainability.
While consumers are environmentally conscious, they aren’t willing to sacrifice convenience. Easy-to-open packages and dispensing systems that control the amount dispensed are key factors in their purchasing decisions for household care products. Additionally, the majority of Germans believe brands should make packaging easier for everyone to use, highlighting the need for inclusive design, such as products that can be used with one hand.
Mintel’s household care packaging trends analysis shows that many household care shoppers avoid products with excessive packaging and seek eco-friendly packaging materials, emphasising the continued need for sustainability. With upcoming EU regulations, brands need to educate consumers on the necessity of packaging and the benefits of refillable options, along with prompting them to recycle properly at home.
Younger consumers aged 16 to 34 prefer visually appealing packaging, and they consider BPC packaging more attractive than household care packaging. This makes them an ideal audience for limited-edition designs in reusable bottles.
Key Topics Analysed in this Report
This report was written by Yasemin Holtemayer, ResearchAnalyst at Mintel. Yasemin joined Mintel in October 2022 as a Household Care Research Analyst in Germany. Prior to working at Mintel, Yasemin worked as a Consumer Insights Analyst. She holds a M.A. in Brand Management and a B.Sc. in Clothing Technology/Fabric Processing.
Household care brands must promote inclusivity and accelerate the development of convenient packaging designs to meet consumer demands for ease of use.
Yasemin Holtemayer
Research Analyst – Household Care, Germany
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