Market Research Logo

Top Trends in Household Cleaning and Laundry 2017: The latest trends in the air freshener, dishwashing product, general purpose household cleaner, laundry care, household paper towels and pest control categories

Top Trends in Household Cleaning and Laundry 2017: The latest trends in the air freshener, dishwashing product, general purpose household cleaner, laundry care, household paper towels and pest control categories

Summary

Comfort & Uncertainty has strong influence over household cleaning and laundry purchases, with consumers seeking the familiar brands they trust. In addition to familiarity, consumers seek affordable products. Brands that can offer added value or differentiation at a lower price point will therefore prevail.

While the influence of health is very important in household cleaning and laundry products, consumers will continue to seek familiar brands at an affordable price before those that align with their health. The challenge for brands is to align with health needs whilst maintaining consumer trust and affordable price points.

Four key trends impacting innovation in household cleaning and laundry care are -

  • Scent-Sory Appeal: Scent is increasingly becoming a point of differentiation in this industry, with fragranced product variants being used to convey cleanliness and luxury.
  • Convenient Cleaning: Products that require minimal time and labor commitments and that deliver maximum efficacy appeal to time-scarce consumers.
  • Green Cleaning: Products that preserve and protect both environmental and human health are in high demand, highlighting the consumer preference for more holistic, natural cleaning products.
  • Targeting Male Consumers: Brands are moving away from a one-size-fits-all approach, recognizing the influence that social change is having on male participation in household chores.
While lower temperatures will be used for washing, cleaning products which do not need to be used with water at all will also grow in popularity. Examples include LG's Styler- a clothes maintenance system that uses hot air to remove stains and creases from clothes.1 The use of DIY cleaning products which eliminate water and make use of ingredients such as lemon juice will also prevail, as concentrated and potentially more effective cleaning solutions.

Advances in technology are making the concept of an internet connected home increasingly realistic. Products that operate via the touch of a button on your smartphone or even via voice command will grow in popularity. Developments in cloud computing and artificial intelligence will allow consumers increased control over the management of their household devices, i.e. turning off devices when not at home, or commanding a task to be completed.

The report Top Trends in Household Cleaning and Laundry 2017 focuses on outlining the key consumer and innovation trends currently impacting the core categories in household cleaning and laundry care. These include NPD that aligns with gender-specific concerns, an interest in product effects on the environment and health, more complex scent offerings, and convenience.

Companies mentioned in this report: Fafa Tipe, Febreze, Mrs Lloyd, Downy Unstopables, Moodo, Champion Infinity, Laundrapp, Clorox, Amazon Dash, Walmart, Frosch, Marcel, Earth's Choice, Force of Nature, Febreze Men, Real Laundry, Frey, LG.

Scope
  • Over a third of consumers globally give high or very high attention to the ingredients used in the househod care and laundry products they buy.
  • Over a third of consumers globally find the time-saving/convenience of using a single product the most appealing benefit of multifunctional household care products.
  • Over two thirds of males globally believe that men have an equal responsibility to women when it comes to shopping/cooking/cleaning.
Reasons to buy
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.


  • Executive Summary
    • Content to help you learn from the past, understand the present, and see the future
  • Introduction
    • GlobalData has identified four key trends impacting innovation in household cleaning and laundry care:
    • TrendSights trends relevant to household cleaning and laundry innovation are pinpointed below
    • Household paper products represent the largest segment by value
    • Trust, time and money constraints, and health concerns affect household cleaning and laundry habits
  • Scent-Sory Appeal
    • GlobalData has identified four key trends impacting innovation in household cleaning and laundry care:
    • Scents are increasingly being used to add an element of differentiation
    • Examples we like:
    • Trend implications across household cleaning and laundry care categories:
  • Convenient Cleaning
    • GlobalData has identified four key trends impacting innovation in household cleaning and laundry care:
    • Consumers seek products that align with their busy lifestyles
    • The rising on-demand economy means an increase in smart household care and cleaning solutions
    • Examples we like:
    • Trend implications across household cleaning and laundry care categories:
  • Green Cleaning
    • GlobalData has identified four key trends impacting innovation in household cleaning and laundry care:
    • Sustainability concerns are driving the 'green' cleaning trend forward
    • Home remedies appeal to consumers seeking cost effective, natural cleaning solutions
    • Examples we like:
    • Examples we like: Spotlight on Force Of Nature cleaner starter kit
    • Trend implications across household cleaning and laundry care categories:
  • Targeting Male Consumers
    • GlobalData has identified four key trends impacting innovation in household cleaning and laundry care:
    • Transitioning from a one-size-fits-all approach to target gender specific concerns
    • Examples we like:
    • Trend implications across household cleaning and laundry care categories:
  • Conclusions
    • Innovation implications across each household cleaning and laundry trend:
  • The Future
    • Promising innovation opportunities in future household cleaning and laundry innovation
  • Appendix

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report