2020
9
UK Household Care Packaging Trends Market Report 2020
2020-08-27T15:44:57+01:00
OX989446
2195
123079
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Report
en_GB
“The coronavirus outbreak and environmental sentiments are influencing the way people approach household care packaging, creating concerns around packaging safety and strengthening consumer interest in more sustainable packaging options. Companies…

UK Household Care Packaging Trends Market Report 2020

£ 2,195 (Excl.Tax)

Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Household Care Packaging Trends: Inc Impact of COVID-19 – UK market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The coronavirus outbreak and environmental sentiments are influencing the way people approach household care packaging, generating concerns about packaging safety and strengthening consumer interest in more sustainable packaging options. Companies can address concerns about contamination risk through NPD featuring an extra packaging layer designed to be removed at home and aimed at preventing the accumulation of bacteria and multiple touches. However, it is also crucial for brands to boost their green credentials and take into account the growing demand for more sustainable packaging to maintain a competitive role in the market.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.

 

What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the ‘new normal’.
  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Expert analysis from a specialist in the field

Written by Emilia Tognacchini, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The coronavirus outbreak and environmental sentiments are influencing the way people approach household care packaging, creating concerns around packaging safety and strengthening consumer interest in more sustainable packaging options. Companies that add another layer of packaging to protect products from germs and multiple touches will address hygiene concerns in the short-term. However, sustainability remains key, and will be instrumental for longer-term success Emilia Tognacchini
Household Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Products covered in this Report
    • COVID-19: Market context
  2. Executive Summary

    • Impact of COVID-19 on Household Care Packaging
      • Figure 1: Expected impact of COVID-19 on the household care packaging market, short, medium and long-term, 23 July 2020
    • Use packaging to boost long-term engagement with homecare
    • Align packaging with newly formed lockdown behaviours
    • Ensure packaging is suitable for online delivery
    • The consumer
    • Make recycling easy
      • Figure 2: Packaging features influencing purchase of household care products, May 2020
    • Holistic health will drive purchases
      • Figure 3: On-pack information influencing purchases of household care products, May 2020
    • Consumers embrace the refill philosophy
      • Figure 4: Behaviours towards household care packaging, May 2020
    • Consumers show interest in upcycling packaging concepts
      • Figure 5: Interest in household care packaging concepts, May 2020
    • Consumers want recyclable packaging
      • Figure 6: Attitudes towards household care packaging, May 2020
    • Companies and brands
    • New packaging launches are on the rise
      • Figure 7: New product launches in the household care market*, by launch type, 2016-June 2020
    • Reducing packaging is the next step forward
      • Figure 8: New product launches in the UK household care market, by packaging material, 2016-June 2020
    • Refills are still a huge opportunity
      • Figure 9: New product launches in the UK household care market carrying convenience claims, 2016-June 2020
    • What we think
  3. Impact of COVID-19 on Household Care Packaging

    • The market
    • Use packaging to boost long-term engagement with homecare
    • Packaging can add value to product offering
    • The consumer
    • Adjust packaging for remote working
    • Align packaging with newly formed lockdown behaviours
    • Continue the push towards sustainable packaging
    • Target younger consumers with sustainable, attractive packaging
    • Cater for increased scrutiny on packaging safety
    • Companies and brands
    • Rise in ecommerce will add appeal to subscription brands
    • Ensure packaging is suitable for online delivery
    • Expand and improve refill options
    • Look to the long-term for in-store refill stations
  4. Issues and Insights

    • Upcycling packaging offers new opportunities
    • The facts
    • The implications
    • Reducing CO2 is the future, but consumers ask for tangible results now
    • The facts
    • The implications
  5. The Market – What You Need to Know

    • Adjust marketing communications for different age groups
    • Families are a growing segment to target
    • COVID-19 weakens household income
    • The environment remains a key priority for consumers
  6. Market Drivers

    • Adjust marketing communications for different age groups
      • Figure 10: Trends in the age structure of the UK population, 2013-23
      • Figure 11: P&G’s NBD. range of household care products, 2020
      • Figure 12: Jeyes Smart Brush Mould & Mildew Remover, 2020
    • Families are a growing segment to target
      • Figure 13: Trends in the number of families* and households**, England and Wales, 2009-19
    • One-person households on the rise
    • COVID-19 accelerates the switch to home working
    • Use packaging to reassert value
      • Figure 14: Mintel’s COVID-19 research in the UK, 4-11 June 2020
    • Continue the push towards sustainable packaging
      • Figure 15: Change of priority since the COVID-19 outbreak, 7-14 May 2020
    • Demand for green cleaning will continue to grow
      • Figure 16: Examples of packaging designs carrying eco-friendly claims, 2019
  7. Companies and Brands – What You Need to Know

    • New packaging launches are on the rise
    • Plastic continues to dominate…
    • …while companies claim to have reduced it
    • Partner with packaging companies for innovation
    • Ariel helps parents to keep children safe
    • Comfort Intense goes green
  8. Launch Activity and Innovation

    • New packaging launches are on the rise
      • Figure 17: New product launches in the household care market*, by launch type, 2016-June 2020
      • Figure 18: Examples of new packaging highlighting the formula’s germ-killing action, 2020
    • Marigold improves on-pack product descriptions
    • Fabric care and dishwashing products are the main investor in new packaging
      • Figure 19: Share of new packaging launches, by household care category, January 2018-June 2020
    • Recyclability rises, but there is still room for improvement
      • Figure 20: New product launches in the UK household care market carrying environmentally-friendly and recycling claims, 2016-June 2020
      • Figure 21: Examples of new packaging launches featuring environmental packaging features, 2019
    • Plastic continues to dominate…
      • Figure 22: New product launches in the UK household care market, by packaging material, 2016-June 2020
    • …while companies claim to have reduced it
      • Figure 23: Examples of launches made with reduced plastic, 2019
    • Andrex reduces plastic packaging
      • Figure 24: Andrex Classic Clean Toilet Tissue new packaging, 2020
    • Refill/refillable options still represent a niche
      • Figure 25: New product launches in the UK household care market carrying convenience claims, 2016-June 2020
    • Air care invests in coloured glass and steel packaging
      • Figure 26: Examples of air care products in glass or metal packaging, 2019
      • Figure 27: Stone Candle Havana 19 retailed in reclaimed glass, 2020
    • Dishwashing and fabric care explore paper/board packaging
      • Figure 28: Examples of fabric care products retailed in paper/board packaging, 2019
      • Figure 29: Examples of dishwashing products retailed in paper/board packaging, 2019
    • Partner with packaging companies for innovation
      • Figure 30: Henkel Persil 4in1 Discs with cardboard plastic packaging from Germany, 2020
    • Unique packaging features appeal to consumers
      • Figure 31: New product launches in the UK household care market carrying positioning claims, 2016-June 2020
      • Figure 32: Examples of Method The Art Collection limited edition range, 2020
  9. Advertising and Marketing Activity

    • Ariel helps parents to keep children safe
      • Figure 33: Total above-the-line, online display and direct mail advertising expenditure in the household care sector, by top brands in 2019, January 2019-May 2020
    • Fairy Non Bio targets parents and households with children
      • Figure 34: Fairy Non Bio child-lock system advert, 2020
    • Cushelle highlights new paper packaging
      • Figure 35: Cushelle Paper Packaging advert, 2020
    • Plenty rethinks kitchen rolls’ design
      • Figure 36: Plenty Handy Towels Facebook posts, 2020
    • Comfort Intense can give more focus on its green packaging
    • Nielsen Ad Intel coverage
  10. The Consumer – What You Need to Know

    • The pandemic increases purchase of household care products
    • Make recycling easy
    • Holistic health will drive purchases
    • Consumers embrace the refill philosophy
    • Consumers show interest in upcycling packaging concepts
    • Consumers ask for tangible evidence
  11. Impact of COVID-19 on the Household Care Consumer

    • Panic buying led to shortage of homecare products
      • Figure 37: Proportion of people stocking up on groceries/other supplies as result of the COVID-19 outbreak, 28 February-16 April 2020
    • Lockdown leads to new cleaning habits
      • Figure 38: Proportion of people increasing their use of disinfectant or other household cleaning products as result of the COVID-19 outbreak, 28 February-16 April 2020
    • The pandemic increases purchase of household care products
      • Figure 39: Spending expectation for household care products in the coming month, 7 May-1 July 2020
    • Consumers show concerns about packaging safety
      • Figure 40: Attitudes toward grocery shopping and product packaging as a results of COVID-19 outbreak, 28 May-3 June 2020
    • Rise in ecommerce adds appeal to subscription brands
      • Figure 41: proportion of people who are shopping more online as result of the COVID-19 outbreak, 14 May-9 July 2020
    • Online packaging can ensure high-quality delivery service
      • Figure 42: Seventh Generation EasyDose Tropical Glove Scented Laundry Detergent, 2020
    • Consumer trust is vital for refill schemes’ success
  12. Packaging Features Influence on Purchase

    • Make recycling easy
      • Figure 43: Packaging features influencing purchase of household care products, May 2020
    • Labels can be tricky to remove
    • Less packaging highlights green credentials
      • Figure 44: Example of household care launched with reduced packaging material, 2020
    • Convenience claims appeal to all demographics
    • Focus on aesthetic features to maintain high interest
      • Figure 45: Importance of pack design (eg colour, shape), by age, May 2020
  13. On-pack Information Influence on Purchase

    • Holistic health will drive purchases
      • Figure 46: On-pack information influencing purchases of household care products, May 2020
    • Consumers demand for transparency…
      • Figure 47: Examples of launches with on-pack explanation of ingredients, 2019-20
    • …but consumer-friendly explanations are crucial
    • Consumers see green brands with new eyes
    • Locally-produced claims highlight new opportunities
      • Figure 48: Importance of on-pack locally produced (eg made in UK) information, by age, May 2020
      • Figure 49: Examples of launches carrying made in UK claims, 2019
  14. Household Care Packaging Behaviours

    • Consumers embrace the refill philosophy at home…
      • Figure 50: Behaviours towards household care packaging, May 2020
      • Figure 51: Examples of launches designed to refill empty packaging at home, 2018-20
    • …but rarely in-store
    • 16-34s reward sustainable packaging
      • Figure 52: Consumers who switched brand to one with more environmentally responsible packaging, by age, May 2020
    • Green initiatives to engage with older demographics
      • Figure 53: Proportion of people cutting back on non-essential spending since the start of the COVID-19 outbreak, by age, 25 June-1July 2020
    • Limited-edition NPD offer opportunities to test new packaging concepts
  15. Interest in Packaging Concepts

    • Consumers show interest in upcycling packaging concepts
      • Figure 54: Interest in household care packaging concepts, May 2020
    • Consumers ask for smart dispensers
    • Improve refill/refillable packaging systems
      • Figure 55: Cif ecorefill Power & Shine Bathroom Spray Starter Pack, 2020
    • Pet owners represent a missing opportunity
      • Figure 56: Examples of launches targeted at pet-owners, 2019-20
    • Smart packaging represents the next step towards the future
    • Smart/Wi-fi packaging appeals to households with kids
      • Figure 57: Interest in smart packaging that can automatically order a refill when the products is running low, by any children, May 2020
  16. Attitudes towards Household Care Packaging

    • Consumers want recyclable packaging
      • Figure 58: Attitudes towards household care packaging, May 2020
    • Consumers want to limit single-use plastic
      • Figure 59: Examples of products made with recycled and ocean plastic, 2018-20
    • Support consumers in their green efforts
    • 16-34s demand more from manufacturers
      • Figure 60: Agreement with “Manufacturers should support recycling through home collection of empty containers”, by age, May 2020
    • Consumers ask for tangible evidence
      • Figure 61: Example of launches carrying carbon-neutral claims, 2018-19
  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

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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.

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