The Mintel’s report discusses the future of household cleaners, highlighting the need for rejuvenation of hygiene products, the importance of 'green' and health claims, and the shift towards more sustainable and consumer-friendly ingredients. It also explores the opportunities around an aging population, emphasizing the need for products that cater to their unique requirements.
Rejuvenating Antibacterial Products
- The COVID-19 pandemic has underlined the need for effective antibacterial products, and brands should focus on renewing this segment through innovative packaging, interactivity, and sophisticated formulations.
- Emerging claims, such as the use of upcycled ingredients and formulations perceived as safer, can offer added benefits while keeping antibacterial claims at the forefront.
- Brands can use technology to educate consumers on germ management and collaborate with research institutes to enhance products and surfaces with antimicrobial properties.
- Leveraging 'cleanfluencer' trends can help keep consumers engaged with the topic of hygiene, but brands must be mindful to avoid fueling negative sentiments about germs.
Redefining Sustainability
- 'Green' claims are under increased scrutiny, and brands must redefine sustainability in a way that resonates with consumers by emphasizing the personal benefits of using such products.
- Brands can promote sustainability claims as consumer-focused, highlighting attributes like upcycled fragrances, unique packaging ideas, and playful formats that also offer health benefits.
- The inclusion of probiotics in cleaning products can provide an additional health and wellness narrative alongside environmental benefits.
Exploring Cleaner, Safer, 'Greener' Ingredients
- The reliance on petrochemical-based ingredients in surface cleaners will be viewed as detrimental to the environment, and brands must use modern tools like AI to discover and develop alternative ingredients.
- Bio-enzymes and plant-based surfactants are gaining popularity as more sustainable alternatives to traditional ingredients.
- Collaborations between manufacturers, ingredient companies, and technology companies can help household cleaner brands leverage AI for the development of novel, sustainable ingredients.
Catering to an Aging Population
- The growth of older populations globally presents an opportunity for household cleaner brands to deeply understand and cater to their specific requirements, encompassing both physical and mental aspects of wellbeing.
- Brands can focus on developing products and services that enhance the overall wellbeing of the aging population, including supporting their digital literacy, promoting health claims, and offering convenient and long-lasting cleaning solutions.
- Brands can also explore unique partnerships within senior community living to support home maintenance and offer companionship for daily tasks.
Source: Mintel
