Sustainability in household care is changing. Though eco-friendly product purchases have dropped since 2023, it doesn’t necessarily mean interest in sustainability is fading.
Sustainability in household care is changing. Though eco-friendly product purchases have dropped since 2023, it doesn’t necessarily mean interest in sustainability is fading. Instead, it reflects the growing efforts by mainstream brands to enhance the sustainability of their offerings, making eco-conscious choices more accessible across the board.
This is further underscored by the belief that all household products should be eco-friendly (68%). German household care shoppers expect brands to lead in making products eco-friendly (73%), while fewer feel responsible themselves (62%). This means that brands need to increase their sustainability efforts, for example through transparency of ingredients or packaging with better recyclability. Additionally, start-up brands need to raise trust with consumers, as 49% of household care shoppers buy eco-friendly products solely from well-established brands. Highlighting local origins gives young brands a chance to raise confidence.
To effectively engage younger consumers, brands should go beyond merely offering products. 52% of Gen Z and Millennial household care shoppers are more drawn to household care brands that incorporate eco-friendly initiatives they can actively participate in. For instance, programmes that educate and reward recycling efforts will resonate with this demographic.
Eco brands must step up with niche claims, such as local ingredients, to compete with mainstream brands saturating the market with sustainable products.
Yasemin Holtemayer, Household Care Research Analyst, Germany
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