Discover the future trends in the global cleaning products market with Mintel’s Future Of report. The report identifies the key consumer and industry trends that will impact the global cleaning products industry over the next five years.
The most important upcoming trends in household cleaners are analysed and succinctly presented alongside relevant insights from Mintel’s consumer data. So you can understand how consumer demands will change and identify future innovation and growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative and inspirational launches in cleaning products. Understanding the future of the cleaning industry has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Rebecca Watters. Rebecca joined Mintel in 2015, bringing experience from the non-profit health sector. As Associate Director, she focuses on household, health, and wellness industries, offering strategic insights on consumer trends, market trends and product development. She collaborates with clients to identify key trends and plan for future market needs.
Consumers seek safe, sustainable, cost-effective cleaning products with clear claims. Focus on wellness, longevity and green innovation to stay ahead.
Rebecca Watters
Associate Director, Household & Health
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WHAT YOU NEED TO KNOW
- Where we are now
- Mintel recommends: in the next two years
- Mintel recommends: in five years and beyond
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IN THE NEXT TWO YEARS
- Adapt to wellness trends to secure the category’s future
- Harness the emotional impact of scent to stand out
- Graph 1: desired wellness benefits in aircare products, 2023
- Establish credibility by integrating neuroscience into campaigns
- Cleaning impacts health, positively and negatively
- Boost wellness claims with multifaceted products
- Address adverse reaction concerns
- Call out “free from hormone disruptors” on cleaners
- Strengthen enthusiasm with fitness-focused cleaning
- Develop products to support weight management trends
- Tap into longevity trends to drive value
- Cost-effectiveness is paramount
- Extend household surface lifespan with specialty cleaners
- Consumers want a longer-lasting clean
- Close the education gap to highlight the value of specialized formulas
- Recognize the need for convenience
- Graph 2: new product launches within hard surface care carrying select convenience and functional claims, 2019-24
- Bioengineered ingredients can strengthen the longevity link
- Leverage biotech to increase accessibility to self-cleaning
- Embrace circularity to address whitespace
- Create a green supply chain ecosystem and champion sustainable sourcing practices
- Lead conscious household cleaners from ingredient sourcing to waste management
- Green regulations set to impact household care
- Deliver on conscious household cleaner consumer expectations
- Elevate the potential of bio-based ingredients
- Give bio-based ingredients a health halo
- Be ethical without compromising on quality
- Graph 3: ethical claims in hard surface care, 2020-25
- Design with luxury and sustainability in mind
- Position ingredient concentration as signal of efficacy
- Use local ingredient stories to drive value perceptions
- Local can bring a level of prowess
- Clear the confusion on carbon reporting
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IN THE NEXT FIVES YEARS
- Push for simplified claims and certifications
- Make certification reform a priority
- Consumers want certifications, they’re just confused
- Graph 4: drivers of sustainable purchases, 2023
- Draw a link between standardized certifications and standardized claims
- Graph 5: attitudes toward sustainability in homecare, 2023
- Engage consumers through gamification of sustainability
- Align cost, sustainability and performance
- Winning the future means making sustainability affordable
- Graph 6: price as a shopping priority, by product type, 2023
- As regulations advance, mainstream brands can build trust and reduce the green premium
- Graph 7: attitudes toward sustainable homecare products, 2023
- Harness emerging technology to further drive down green costs
- A shifting global consumer base could also be a catalyst for more affordable eco-friendly products
- The curious consumer will become more discerning
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KEY TAKEAWAYS
- Key takeaways
- Co-authored by Jamie Rosenberg
What is a 'Future of' Report?
Have you ever wondered how to get a clear view of what’s next for your industry? Forget the crystal ball, what you need is a Mintel ‘Future of’ reports. The reports offer a forward-looking perspective, helping you identify upcoming opportunities and navigate the trends that will shape your business for the next five years and beyond.
How Mintel Builds a Picture of the Future
Creating a ‘Future of’ report is a comprehensive process that combines deep data analysis with expert human insight. Here’s a look at the core components that make these reports so valuable.
Expert Insights from Category Analysts
Our dedicated category analysts are at the heart of these reports. They bring years of industry experience and a deep understanding of global markets. They interpret complex data, connect the dots, and provide you with expert recommendations on what to expect in the next two years, five years, and even further into the future. They provide the strategic thinking you need to stay ahead.
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Our analysis is grounded in solid data. A key source is Mintel’s Global New Products Database (GNPD), a powerful resource that tracks product innovation and launches around the world. By analysing this wealth of information, we can spot emerging patterns and shifts in the market. This data, combined with our knowledge of consumer behavior, allows us to anticipate what consumers will want next.
Designed for Forward-Thinking Strategy
Our ‘Future of’ reports are designed to help you look ahead with confidence. By focusing on trend forecasting and identifying future opportunities, these reports provide the insights you need to innovate and plan effectively. They are crafted specifically to help you anticipate market shifts and make proactive decisions, ensuring you and your business are prepared for what’s to come.
For a closer look at what's included in a Mintel Future of 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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