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UK Household Care Packaging Trends Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Household Care Packaging Trends market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Products covered in this Report

This Report examines new product development and consumer trends in the UK market for household care packaging in relation to consumer products. This includes outer and inner packaging purchased with products, but excludes packaging used for bulk transportation and industrial purposes.

The Report also considers the role that labelling plays in enhancing packaging in terms of on-shelf appeal and providing product information.

Household care products include: air care, hard surface care, toilet care, cleaning equipment, dishwashing products, paper products and fabric care, but the main focus of the consumer research in this Report is on the following product categories:

  • Dishwashing products, including hand and machine dishwashing, as well as ancillary products
  • Household hard surface cleaners, including all-purpose/ multipurpose and specialist cleaners
  • Fabric care, including predominantly laundry detergents, but also fabric conditioners and other fabric care products

This Report does not follow the usual format of market intelligence Reports, due to the nature of the industry. For example, the large number of suppliers in this industry means that it is not applicable to include a section on brand share data, while due to the absence of consumer-facing sales of packaging as a standalone product, it is not applicable to include a section on market size.

Expert analysis from a specialist in the field

Written by Richard Hopping, 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.

It is clear that recent coverage of plastic and the state of the oceans is impacting on how consumers think about packaging for household care products. Sustainable alternatives, recycled plastic and recovered ocean plastics are all likely to be welcomed by consumers as they seek to live more ethically. However, given the price focus among many, it remains to be seen how any price increase on the basis of subsequent packaging innovation will be received by the masses. Richard Hopping
Household and Brand Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Ethics is becoming a bigger driver of behaviour
              • Figure 1: Ethical behaviours, April 2018
            • The plastic issue gains in prominence
              • Figure 2: Proportion of online conversation around the topic of plastic waste, ocean plastic and plastic pollution, June 2015-April 2018
            • Fragrance taking on more importance in household care
              • Price remains a key purchase factor
                • Growth in smaller homes expected
                  • Population set to increase among over-55s
                    • Companies and brands
                      • Proportion of new packaging launches remains similar
                        • Figure 3: New product launches in the household care sector*, by launch type, 2014-17
                      • Product category launches influence package types
                        • Ethical claims decline despite engagement from consumers
                          • Ariel and Lenor Unstoppables focus on packaging in ads
                            • The consumer
                              • Recycling is a priority
                                • Figure 4: Importance of packaging features on decision to purchase, by household care product type, April 2018
                              • Specified number of uses is a no-brainer
                                • Figure 5: Importance of on-pack information factors on decision to purchase, by household care product type, April 2018
                              • Ethical concerns drive packaging interest
                                • Figure 6: Interest in household care packaging concepts, April 2018
                              • Younger groups more influenced by packaging
                                • Figure 7: Household care packaging behaviours, April 2018
                              • Consumers expect better from household care brands
                                • Figure 8: Attitudes towards household care packaging, April 2018
                              • What we think
                              • Issues and Insights

                                • Ethical packaging as an increasing expectation
                                  • The facts
                                    • The implications
                                      • Packaging as a way to engage younger groups
                                        • The facts
                                          • The implications
                                            • Packaging has yet to catch up with fragrance innovation
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Ethics is becoming a bigger driver of behaviour
                                                    • Government and brands intervene as focus on plastic issue grows
                                                      • Fragrance taking on more importance in household care
                                                        • Price remains a key purchase factor
                                                          • Growth in smaller homes expected
                                                            • Population set to increase among over-55s
                                                            • Ethical Trends

                                                              • Ethics is becoming a bigger driver of behaviour
                                                                • Figure 9: Ethical behaviours, April 2018
                                                              • Majority of consumers recycle all the time
                                                                • Figure 10: Frequency of ethical behaviours, April 2018
                                                              • Unilever signs up to OPRL scheme
                                                                • A rise in eco-friendly product usage
                                                                  • Figure 11: Value sales increase for Ecover and Method across household care categories, compared with the category as a whole, 2016-18
                                                                • The plastic issue gains in prominence
                                                                  • Figure 12: Proportion of online conversation around the topic of plastic waste, ocean plastic and plastic pollution, June 2015-April 2018
                                                                • Government and brands intervene
                                                                  • Figure 13: A Plastic Planet’s “plastic free” mark on Iceland own-label packaging, May 2018
                                                                • Ecover makes pledge to test biodegradable and bio-sourced packaging
                                                                  • Figure 14: Ecover pledges to test alternative biodegradable and bio-sourced packaging, May 2018
                                                              • Product Trends

                                                                • Fragrance taking on more importance in household care…
                                                                  • Figure 15: Example of launches with a focus on fragrance, 2018
                                                                • …but few products incorporate fragrance into packaging
                                                                  • Figure 16: Example of launches with packaging enabling trial of scent before purchase, 2018
                                                                • Price remains a key purchase factor
                                                                  • Child safety likely to be crucial to performance of capsules
                                                                    • Figure 17: Examples of launches with child-safe packaging, 2017-18
                                                                  • Subscription services offer sustainable option
                                                                    • Figure 18: Splosh refills to cut plastic waste, September 2017
                                                                • Social Trends

                                                                  • Growth in smaller homes expected
                                                                    • Figure 19: UK households, by size, 2012-22
                                                                  • Population set to increase among over-55s
                                                                    • Figure 20: Trends in the age structure of the UK population, 2012-22
                                                                  • Birth rate plateaus
                                                                    • Figure 21: Number of live births in England and Wales, 1990-2016
                                                                  • Most adults take responsibility for buying…
                                                                    • Figure 22: Responsibility for purchase of household care products, April 2018
                                                                  • …but women remain the most prominent purchasers
                                                                    • Figure 23: Responsibility for purchase of household care products, by gender, April 2018
                                                                • Companies and Brands – What You Need to Know

                                                                  • Proportion of new packaging launches remains similar
                                                                    • Product category launches influence package types
                                                                      • Ethical claims decline despite engagement from consumers
                                                                        • Ariel promotes child safety aspect of packaging
                                                                          • Lenor Unstoppables ad features sniff cap
                                                                          • Launch Activity and Innovation

                                                                            • Proportion of new packaging launches remains similar
                                                                              • Figure 24: New product launches in the household care sector*, by launch type, 2014-17
                                                                            • Fabric care and paper products make up largest share
                                                                              • Figure 25: Share of new packaging launches by household care category, 2014-17
                                                                            • Air care market influences packaging types
                                                                              • Figure 26: Proportion of launches in the household sector, by packaging type, 2014-17
                                                                            • Bottle launches decline
                                                                              • Wax melts and clam-packs
                                                                                • Figure 27: Examples of launches with clam-pack packaging, 2017
                                                                              • Plastic remains most popular material
                                                                                • Figure 28: New product launches in the household sector, by material, 2014-17
                                                                              • Decline in refills despite ethical interest
                                                                                • Figure 29: Proportion of new product launches in the household sector carrying packaging-related claims, 2014-17
                                                                            • Advertising and Marketing Activity

                                                                              • Lenor Unstoppables ad features sniff cap
                                                                                • Figure 30: Total above-the-line, online display and direct mail advertising expenditure in the household care sector, by top brands in 2017, January 2015-April 2018
                                                                              • Ariel promotes child safety aspect of packaging
                                                                                • Figure 31: Campaign from Ariel highlighting recommendations to keep children safe featuring a family pack, January 2018
                                                                              • Ecover launches Rubbish Café to promote sustainability
                                                                                • Figure 32: Ecover’s pop-up The Rubbish Café, April 2018
                                                                              • Method highlights aesthetics and design
                                                                                • Figure 33: Method post promoting rose gold pink pomelo hand soap, May 2018
                                                                              • Nielsen Ad Intel coverage
                                                                              • The Consumer – What You Need to Know

                                                                                • Recycling is a priority
                                                                                  • Specified number of uses is a no-brainer
                                                                                    • Ethical concerns drive packaging interest
                                                                                      • Younger groups more influenced by packaging
                                                                                        • Consumers expect better from household care brands
                                                                                        • Packaging Features Influence on Purchase

                                                                                          • Similar factors sought across household categories
                                                                                            • Figure 34: Importance of packaging features on decision to purchase, by household care product type, April 2018
                                                                                          • Recycling is a priority for significant number
                                                                                            • Easy to store is another priority
                                                                                              • Easy to hold particularly important for hard surface cleaners
                                                                                                • Figure 35: Importance of easy to hold packaging across household care categories, by age, April 2018
                                                                                              • Child safety is a priority across all products
                                                                                                • Figure 36: Importance of child-safe locking mechanism, by age of children present in the household, April 2018
                                                                                              • Aesthetics is a low priority for most
                                                                                                • Figure 37: Importance of colour and stylish shape across different household care categories, by age, April 2018
                                                                                            • On-pack Information Influence on Purchase

                                                                                              • Consumers judge value on information around number of uses
                                                                                                • Figure 38: Importance of on-pack information factors on decision to purchase, by household care product type, April 2018
                                                                                              • Number of uses less significant for hard surface cleaners
                                                                                                • Figure 39: Examples of launches with a specified number of washes/loads/uses, 2017-18
                                                                                              • Brands getting specific with length of efficacy
                                                                                                • Figure 40: Examples of launches that specify length of efficacy, 2018
                                                                                              • Consumers open to more transparency
                                                                                                • Figure 41: SC Johnson guiding people towards What’s Inside SC Johnson microsite, May 2018
                                                                                              • Multipurpose and antibacterial claims should be prominent
                                                                                                • Figure 42: Examples of products with clear guidance on different tasks the product does on the front of packaging, 2017-18
                                                                                            • Interest in Packaging Concepts

                                                                                              • Ethical concerns drive packaging interest
                                                                                                • Figure 43: Interest in household care packaging concepts, April 2018
                                                                                              • Bioplastics rare in the UK
                                                                                                • Figure 44: Examples of launches in household care featuring bioplastic packaging, 2017-18
                                                                                              • Consumers may be prepared to adjust the way they shop
                                                                                                • Fragrance importance presents an opportunity
                                                                                                  • Flexible pouches provide potential to reduce plastic usage
                                                                                                    • Figure 45: Examples of launches in flexible pouch packaging, 2017-18
                                                                                                • Household Care Packaging Behaviours

                                                                                                  • Packaging is influential to a significant minority
                                                                                                    • Figure 46: Household care packaging behaviours, April 2018
                                                                                                  • Younger groups more influenced by packaging
                                                                                                    • Figure 47: Agreement with “The packaging of household care products often influences what I buy”, by age, April 2018
                                                                                                  • Value gained and online shopping helps big sized packs
                                                                                                    • Figure 48: Examples of launches carrying larger size claims, 2017-18
                                                                                                • Attitudes towards Household Care Packaging

                                                                                                  • Consumers expect better from household care brands
                                                                                                    • Figure 49: Attitudes towards household care packaging, April 2018
                                                                                                  • Taking the plastic issue seriously
                                                                                                    • Figure 50: Ecover launches using recovered ocean plastic and post-consumer recycled plastic, 2017
                                                                                                  • Designer packaging appeals to young urbanites
                                                                                                    • Figure 51: Examples of designer packaging on household care products, 2016-17
                                                                                                  • Younger groups likely to believe packaging denotes quality
                                                                                                    • Figure 52: Attitudes towards the design of household packaging, by age, April 2018
                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                    • Abbreviations
                                                                                                      • Consumer research methodology