2022
9
UK Household Care Packaging Trends Market Report 2022
2022-06-11T04:06:26+01:00
OX1103021
2195
152071
[{"name":"Household and Home","url":"https:\/\/store.mintel.com\/industries\/household-home"},{"name":"Packaging","url":"https:\/\/store.mintel.com\/industries\/retail\/packaging"}]
Report
en_GB
“The economic and global scenario alongside environmental sentiments will influence the way people approach household care packaging. Adding to the demand for convenient packaging, consumers will have a greater focus…

UK Household Care Packaging Trends Market Report 2022

£ 2,195 (Excl.Tax)

Description

“The economic and global scenario alongside environmental sentiments will influence the way people approach household care packaging. Adding to the demand for convenient packaging, consumers will have a greater focus on the value that packaging can provide, while interest in sustainable packaging options will further strengthen. Because of these factors, there is still an opportunity to get ahead through focusing on refills, which can be positioned as cheaper, more sustainable and more aesthetically pleasing.”
– Arpita Sharma, Global Household Analyst, June 2022

Key issues covered in this Report

  • The impact of COVID-19 on the household cleaning equipment market
  • Launch activity and innovation opportunities for household care packaging for 2022 and beyond
  • Advertising and marketing activities that focus on household care packaging during 2022
  • Packaging features that influence the consumer’s purchase process
  • Influence of on-pack information on the consumer’s product purchase
  • Key indicators of environmentally-friendly packaging
  • Consumers’ usage behaviour around household care packaging
  • Consumer attitudes towards household care packaging.

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The consumer
    • Convenient packaging is an influential packaging feature
      • Figure 1: Importance of packaging features on decision to purchase, by household care product type, 2022
    • Information on the number of loads is significant for laundry products
      • Figure 2: Importance of on-pack information on decision to purchase, by household care product type, 2022
    • Improve the recyclability of packaging
      • Figure 3: Indicators of environmentally-friendly packaging, 2022
    • Eliminate single-use plastic packaging
      • Figure 4: Behaviours towards household care packaging, April 2022
    • Tread carefully with alternative materials
      • Figure 5: Attitudes towards household care packaging, 2022
    • Companies and brands
    • New packaging launches decline as brands focus on new products
      • Figure 6: New product launches in the household care market*, by launch type, 2018-22
    • Plastic is the prominent packaging material in the household care category
      • Figure 7: New product launches in the UK household care market, by packaging material, 2018-22
    • Offer convenient packaging to enhance the consumer experience
      • Figure 8: New product launches in the UK household care market carrying convenience claims, 2020-22
  3. Issues and Insights

    • Promote refills and refill stations as a value product and service
    • Redefine plastic as a responsible packaging material
  4. Market Drivers

    • The conflict in Ukraine will hurt the UK economy
    • Inflation is the key concern for 2022 for consumers, brands and the economy
    • Consumers’ financial wellbeing has slipped from its recent high point …
      • Figure 9: Household financial wellbeing index, 2016-2022
    • … and concerns over inflation are coming to the fore
      • Figure 10: Consumer concerns about household finances, 2021-22
    • Demographic trends will drive convenient packaging innovations
      • Figure 11: Trends in the age structure of the UK population, 2016-26
      • Figure 12: New Product launches with convenient packaging and easy-to-open claim, 2021
    • Expect increased scrutiny of carbon footprint
      • Figure 13: Reckitt’s “Oh Yes! Net Zero” initiative launched in hull, UK, March 2022
    • Growth of refill stations offers new avenues
      • Figure 14: Lidl’s refill station for Formil laundry detergent, 2022
    • Antibacterial packaging has potential to grow
      • Figure 15: Vigo Kombucha LabelSaves antibacterial label design, 2021
  5. Launch Activity and Innovation

    • New packaging launches decline as impact of COVID-19 diminishes
      • Figure 16: New product launches in the household care market*, by launch type, 2018-22
      • Figure 17: Examples of new product launches with on-pack antibacterial claims, 2021
    • Explore the potential to enhance eco-friendliness of packaging
      • Figure 18: Share of new packaging launches, by household care category, 2019-22
    • Plastic continues to dominate the packaging world
      • Figure 19: New product launches in the UK household care market, by packaging material, 2018-22
      • Figure 20: Examples of products with packaging made of 100% recycled plastic, 2021
    • Tap the unexplored opportunity for alternative packaging materials
      • Figure 21: Unilever’s paper-based detergent bottle for OMO, 2021
      • Figure 22: Examples of products with metal and glass packaging, 2021-22
    • Offer clarity on recycling claims through consumer education
      • Figure 23: New product launches in the UK household care market* carrying environmentally-friendly and recycling claims, 2018-22
      • Figure 24: Recycling claims communicated effectively, 2021
    • Aim to hit 100% recyclability targets
      • Figure 25: Examples of household care products with 100% recyclable packaging, 2022
    • Invest in packaging innovation to enhance convenient usage
      • Figure 26: New product launches in the UK household care market* carrying convenience claims, 2020-22
      • Figure 27: Fairy hand dishwashing liquid launched with an air-activated, no-drip dispense bottle, 2022
    • Use positioning claims to add value
      • Figure 28: New product launches in the UK household care market* carrying selected positioning claims, 2020-22
      • Figure 29: Examples of limited edition and seasonal packaging, 2021
      • Figure 30: Zoflora Disinfectant new packaging prominent with social media logos on pack, 2021
  6. Advertising and Marketing Activity

    • Ariel Pods packaging safeguards children
      • Figure 31: Total above-the-line, online display and direct mail advertising expenditure in the household care sector, by top brands in 2021, January 2019-April 2022
      • Figure 32: Ariel All-in-1 Pods Biological Laundry Detergent Pods repackaged with a new child-lock system, 2022
    • Zoflora taps into the purchase influence of social media
      • Figure 33: Zoflora’s new packaging launch accompanied with its “Kills Germs Beautifully” campaign, 2021
    • Plenty caters for convenient packaging demands
      • Figure 34: Plenty handy towels, 2020
    • Ecover continues to endorse refill stations
      • Figure 35: Ecover’s Refillery pop-up store invite in London, 2022
    • Method’s limited edition glass packaging
      • Figure 36: Method’s Glass for good hand soap bottle, 2021
    • Nielsen Ad Intel coverage
  7. Packaging Features’ Influence on Purchase

    • Convenient packaging is the most influential packaging feature
      • Figure 37: Importance of packaging features on decision to purchase, by household care product type, 2022
      • Figure 38: Importance of easy-to-open feature on decision to purchase, by household care product type and age group, 2022
    • Prioritise sustainable packaging as first contact with consumer
      • Figure 39: Importance of eco-friendly packaging material on decision to purchase, by household care product type and age group, April 2022
    • Develop damage-proof packaging for online channel
  8. On-pack Information Influence on Purchase

    • Information on wash loads is significant for laundry products
      • Figure 40: Importance of on-pack information on decision to purchase, by household care product type, 2022
    • Offer ingredient transparency for household care products
      • Figure 41: Vanish miracle serum groups ingredients to share functionalities on pack, 2022
    • Highlight promotional offers to enhance curiosity
      • Figure 42: Examples of value claims on household products, 2021-22
  9. Indicators of Environmentally-Friendly Packaging

    • Improve recyclability of packaging
      • Figure 43: Indicators of environmentally-friendly packaging, 2022
      • Figure 44: Scrapp app helps consumers recycle correctly, Launched in 2019
    • Refillable packaging can be used to add value
    • Explore biodegradable and compostable opportunities
      • Figure 45: Spruce’s reusable bottle and home compostable refills, 2022
  10. Household Care Packaging Behaviours

    • Ramp up efforts to eliminate single-use plastic packaging
      • Figure 46: Behaviours towards household care packaging, 2022
    • Enable product packaging to be used at refill stations
  11. Attitudes towards Household Care Packaging

    • Tread carefully with alternative materials
      • Figure 47: Attitudes towards household care packaging, 2022
    • Spotlight the usefulness of QR codes for creative brand communication
      • Figure 48: New product launches with QR codes for various purposes, 2021-22
  12. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

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Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

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*databooks not available with UK B2B Industry reports.

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