"Emerging brands must lower barriers to trial, while proving value, as social discovery and shifting expectations expand competition beyond performance into trust, safety and experience."
Luke Santos, Household Care Analyst
Ongoing cost pressures continue to influence household care behaviours, with price sensitivity limiting engagement with newer brands/products. This is particularly evident for emerging players, as 66% of household care buyers say high prices would prevent them from purchasing these brands, highlighting hesitation at the point of purchase.
This creates a more demanding landscape for brands, where products need to justify their place more clearly within constrained budgets. Consumers are weighing choices more carefully, with unfamiliar options more likely to be overlooked unless they offer a compelling reason to be considered alongside established or lower-cost alternatives.
At the same time, new routes to engagement are developing. Social media influences how products are discovered and experienced, and word of mouth is also crucial for brand discovery. Lifestyle-led behaviours are expanding what consumers expect from everyday routines. Brands that can connect performance with more distinctive, value-adding features will be better placed to prompt consideration and encourage experimentation in a cautious spending environment.
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