While in-store shopping remains nearly universal, with 90% of UK household shoppers frequenting brick-and-mortar stores, online purchasing has surged, reaching 60% in 2025 compared to 50% in 2023. Online supermarkets and retailers continue to grow, driven by urban shoppers prioritising convenience, flexible delivery, and subscription options. Hybrid lifestyles and increased price competition further enhance online appeal.
Price is the leading purchase driver across all channels, but to meet evolving consumer priorities, brands and retailers must balance affordability, convenience, and innovation. Own-label products, particularly those from discount retailers, thrive amid the cost of living crisis. However, mass name brands can leverage scale, brand trust, and ongoing innovation to justify higher price points and remain competitive.
Refills represent a growing opportunity to address eco-conscious and cost-saving demands, with the use of refill stations gaining popularity, especially among younger audiences. Shoppers also show increasing interest in AI-driven personalised recommendations, immersive shopping experiences, and trial options, highlighting the need for convenience-focused innovation.
Household shoppers are redefining priorities, balancing tight budgets with a growing demand for smarter convenience and impactful eco-friendly choices.
Amanda Caridad, Global Household Analyst
This Report covers shopping habits and attitudes towards shopping for household care products.
Within this Report, Mintel defines household care as products coming under the following categories:
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