Discover the latest global trends and innovations across the Future of Household Care market. Our forward-looking report identifies areas which are evolving, consumer attitudes, and important advances expected across the Future of Household Care market over the next five years and beyond.

Current market landscape of the Household Care market

The EMEA region has the highest share of claims related to ethical and environmental goals, including product, packaging and recyclability. Initiatives and regulations from organisations like the EU have encouraged a faster shift towards environmental launches than elsewhere in the world.

  • 61% of US adults think they’ll be more concerned about exposure to germs due to the pandemic experience.
  • 69% of Chinese adults would pay more for cleaning products that are safe for health.
  • 72% of Chinese adults like to be among the first to try new technologies.

Toxins-free claims feature on a higher share of product launches in the Americas region than elsewhere in the world. This demonstrates the potential for products that focus on wider holistic health in that region, compared to the hygiene-first attitude seen in the last two years.

Household Care market trends in the next two years

Although the pandemic is still lingering, consumers are showing signs of hygiene fatigue and will increasingly focus on concerns like holistic health and the environment. Stakeholders can return to these priorities while at the same time accounting for new behavioural changes like germ awareness to create more desirable products.

There is a ceiling for the share of products that can claim to be 100% natural – leading to difficulties in persisting with the race for more naturalness. Reduce the pressure to create traditional natural products by considering the driving forces behind the demand and convince consumers that their needs can be met in alternative ways.

Household Care market trends in the next five years and beyond

While counterintuitive in an era of bigger, more powerful companies, homecare brands will need to pursue partnerships to keep up with changing consumer needs. This will be especially critical to strike the appropriate balance between health, sustainability, convenience and germ management.

The global homecare industry is highly consolidated, but the barriers to entry are declining. This means that start-ups are having an outsized influence on the market’s innovation agenda. Going forward, established homecare brands should monitor start-ups as contributors to their innovation pipeline and potential acquisition targets.

Read on to discover more details or take a look at all of our Household, House and Home market research

Quickly understand

  • The impact of COVID-19 on consumers and their engagement with smart home technology.
  • Who are the key demographics for smart home products and where marketers should focus efforts for sales growth.
  • What factors shoppers look for in smart home purchases and what themes resonate best with smart home participants.
  • Attitudes toward smart home technology and how consumers perceive the category.

Covered in this report

Brands: BIOBUM HOME, Purdy & Figg, Aunt Fannie’s, Dove, Kellogg’s, RedBoot, GiG Al Emlaq, Skovsø, Sunlight, Happy Elephant, Kao Ultra, The Cheeky Panda, The Nue Co, Clorox, PiùMe Divina, Henkel Perwoll, OneTab, Dizolve, EC30, Proctor & Gamble (P&G), Sorbent, Oh! Granola, Krasoń Avenki, WD-40, Microban 24, Febreze, Hamilton Beach, ThreeMain, Defunkify, Blueland, Koh.

Expert analysis from a specialist in the field

This report, written by Richard Hopping, a leading analyst in the Household Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

A return to pre-pandemic homecare concerns will lead to a recalibration of health and environmental claims. Long term, partnerships will be key to meeting demand.

Richard Hopping
Director of Household Care Insights, EMEA

Table of Contents

  1. Where we are now

  2. in the next two years

    • Return to pre-pandemic priorities with new vigour
    • Redefine natural products for the long term
    • Graph 1: consumer motivations for using natural cleaning products more often, 2021
    • Graph 2: types of company that consumers think should be most responsible for protecting the environment, 2021
    • Graph 3: share of beauty and personal care launches containing hyaluronic acid that carry vegan/no animal ingredients claims, 2017-21
    • Successfully position new compact formats
  3. in five years and beyond

    • Seek partnerships to adapt for the future
    • Graph 4: consumers interested in natural disinfectants, by age and parental status, 2021
    • Graph 5: interest in and willingness to pay more for devices that sanitise with UV light, by age, 2021
    • Graph 6: consumers who believe that natural products are as effective as mainstream cleaners, by age and parental status, 2020
    • Graph 7: attitudes towards disinfection and the impact of COVID-19 on natural purchases, by age and parental status, 2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

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