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The Future of Household Cleaners: 2019

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?

What you need to know

Immediate future: next 2 years

There will be a huge focus on reducing plastic consumption, both by optimising packaging and by recovering and recycling more materials. Total transparency creates a need for companies to show social responsibility when developing new products, and for brands to cater for the consumer demand for safe and gentle products.

Planning ahead: next 5 years

Household brands need to accommodate the rise of e-commerce as online shopping grows. The pro-natural agenda will change from planetary issues towards benefits for physical and mental health as consumers pursue healthier lifestyles, while home automation makes everyday life less laborious and stressful.

Market overview: key data

Global retail sales of household cleaners grew 3.9% in current dollar terms in 2018 to reach US$ 21.5 billion. The US is the largest market for household cleaners, while India and Indonesia are countries to watch for future growth.

Expert analysis from a specialist in the field

Written by Henrik Moller Jorgensen, a leading analyst in the Household sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

All household cleaner companies will increasingly have to reduce, recover, recycle and replace plastics in their products and packaging to avoid rejection by consumers and society. "Henrik Moller Jorgensen
Global Household Analyst


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Table of contents

  1. immediate future: next 2 years

    • 1. Plastic packaging is a consumer concern
    • [Graph] Global: wipes as % of hard surface & toilet cleaners NPD, November 2013-October 2018
    • [Graph] Global: hard surface & toilet cleaners NPD by plastic packaging type, November 2017-October 2018
    • 2. Transparency becomes a public right
    • 3. Harmless cleaning products are on the rise
    • [Graph] Global: hard surface & toilet care NPD made with food or edible ingredients, Nov 2013-Oct 2018
  2. Planning ahead: next 5 years

    • 4. Online is the future of household cleaner sales
    • 5. Healthy lifestyle-supporting household care
    • [Graph] Global: household cleaners NPD made with bacteria or bacteria spores, Nov 2013-Oct 2018
    • 6. Hassle-free cleaning
  3. Market overview: key data

    • [Graph] Global: launches of household cleaners by top 10 claims*, Nov 2017-Oct 2018