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- The Future of Household Cleaners: 2025
Consumers seek safe, sustainable, cost-effective cleaning products with clear claims. Focus on wellness, longevity and green innovation to stay ahead.
Rebecca Watters, Associate Director, Household & Health
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WHAT YOU NEED TO KNOW
- Where we are now
- Mintel recommends: in the next two years
- Mintel recommends: in five years and beyond
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IN THE NEXT TWO YEARS
- Adapt to wellness trends to secure the category's future
- Harness the emotional impact of scent to stand out
- Graph 1: desired wellness benefits in aircare products, 2023
- Establish credibility by integrating neuroscience into campaigns
- Cleaning impacts health, positively and negatively
- Boost wellness claims with multifaceted products
- Address adverse reaction concerns
- Call out "free from hormone disruptors" on cleaners
- Strengthen enthusiasm with fitness-focused cleaning
- Develop products to support weight management trends
- Tap into longevity trends to drive value
- Cost-effectiveness is paramount
- Extend household surface lifespan with specialty cleaners
- Consumers want a longer-lasting clean
- Close the education gap to highlight the value of specialized formulas
- Recognize the need for convenience
- Graph 2: new product launches within hard surface care carrying select convenience and functional claims, 2019-24
- Bioengineered ingredients can strengthen the longevity link
- Leverage biotech to increase accessibility to self-cleaning
- Embrace circularity to address whitespace
- Create a green supply chain ecosystem and champion sustainable sourcing practices
- Lead conscious household cleaners from ingredient sourcing to waste management
- Green regulations set to impact household care
- Deliver on conscious household cleaner consumer expectations
- Elevate the potential of bio-based ingredients
- Give bio-based ingredients a health halo
- Be ethical without compromising on quality
- Graph 3: ethical claims in hard surface care, 2020-25
- Design with luxury and sustainability in mind
- Position ingredient concentration as signal of efficacy
- Use local ingredient stories to drive value perceptions
- Local can bring a level of prowess
- Clear the confusion on carbon reporting
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IN THE NEXT FIVES YEARS
- Push for simplified claims and certifications
- Make certification reform a priority
- Consumers want certifications, they're just confused
- Graph 4: drivers of sustainable purchases, 2023
- Draw a link between standardized certifications and standardized claims
- Graph 5: attitudes toward sustainability in homecare, 2023
- Engage consumers through gamification of sustainability
- Align cost, sustainability and performance
- Winning the future means making sustainability affordable
- Graph 6: price as a shopping priority, by product type, 2023
- As regulations advance, mainstream brands can build trust and reduce the green premium
- Graph 7: attitudes toward sustainable homecare products, 2023
- Harness emerging technology to further drive down green costs
- A shifting global consumer base could also be a catalyst for more affordable eco-friendly products
- The curious consumer will become more discerning
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KEY TAKEAWAYS
- Key takeaways
- Co-authored by Jamie Rosenberg
About the report
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