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"Understanding what drives purchase behaviours is crucial to appeal to different consumers, from Eco Warriors to Sustainable Sceptics."
Luke Santos, Household Care Analyst
Financial pressures continue to shape household care purchasing, with many consumers still feeling the effects of the cost‑of‑living crisis. Many are concerned about their financial situation in the year ahead, and 68% say high prices would discourage them from choosing eco‑friendly household care products. Competitive pricing or clear justification of value is therefore essential for brands aiming to drive sustainable product uptake.
Format and formulation innovation will be key to appealing to convenience‑driven consumers. Eco‑conscious formats, such as sheets and tablets, can streamline routines while reducing water use in production, delivering both ease and environmental benefits. Emerging technologies, including probiotic‑based cleaning solutions, also show potential by enabling more resource‑efficient manufacturing.
To encourage the adoption of these newer formats, brands need to lower the perceived risk of trying unfamiliar products. Samples or low‑commitment trial packs in mainstream retail channels give consumers a simple way to experiment without large spend. Evidence from adjacent categories shows that accessible, low‑cost trial formats can effectively introduce innovation. Together, these innovations can help brands meet consumer expectations, while supporting meaningful environmental progress.
This Report explores sustainability in the UK household care industry. It examines how environmental considerations influence the usage and purchase of household care products, which includes:
Throughout the Report the terms ‘green’, ‘environmentally friendly’ and ‘eco-friendly’ are used interchangeably to denote products that are designed to be less harmful to the environment. The Report also refers to ‘regular products’ or ‘non-eco-friendly’, which are defined as those that do not claim to be eco-friendly.
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
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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.
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