“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.
Collapse All
-
Overview
- Key issues covered in this Report
- Market context
- Products covered in this Report
-
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
-
Issues and Insights
- Promote refills and refill stations as a value product and service
- Redefine plastic as a responsible packaging material
-
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
-
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
- New packaging launches decline as impact of COVID-19 diminishes
-
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
- Ariel Pods packaging safeguards children
-
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
- Convenient packaging is the most influential packaging feature
-
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
- Information on wash loads is significant for laundry products
-
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
- Improve recyclability of packaging
-
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
- Ramp up efforts to eliminate single-use plastic packaging
-
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
- Tread carefully with alternative materials
-
Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Take a look at a sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 2,195 (Excl.Tax)
- Instant access when you pay by credit card
- Exclusive prices on report bundles available until March 31st. Contact us to discuss options
Is this report right for you?
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out morePopular Related Reports
Global Outlook on Sustainability: A Consumer Study 2024-25
£ 5,000 – £ 21,600
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out moreUK Sustainability in Household Care Market Report 2024
£ 2,195
Consumers are showing strong concern for excess energy and water usage in the home from using household care products, indicating a willingness for...
Find out moreFabric Care in UK (2024) – Market Sizes
£ 495
Fabric Care - UK by Mintel Market Sizes provides you with annual year-end market size data, most recently updated in 2024. This market covers laundry detergents, fabric conditioners...
Find out moreAir Fresheners in UK (2024) – Market Sizes
£ 495
Air Fresheners - UK by Mintel Market Sizes provides you with annual year-end market size data, most recently updated in 2024. This market covers aerosols, slow release, plug...
Find out moreHousehold Cleaners in UK (2024) – Market Sizes
£ 495
Household Cleaners - UK by Mintel Market Sizes provides you with annual year-end market size data, most recently updated in 2024. This market covers hard surface cleaners, bleaches/disinfectants,...
Find out moreUK Laundry Detergents, Fabric Conditioners and Fabric Care Market Report 2024
£ 2,195
In a post-pandemic world where inflationary pressures have impacted affordability, consumers increasingly want products to deliver more during use.With laundry routines becoming less regular, and budgets tighter, interest...
Find out moreTrusted by global industry leaders
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, Wunderman Thompson
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Is this report right for you?
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
