"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.
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