1、HOUSEHOLD CARE TRENDSGLOBALWhat household care consumers want and whynow,next and in the future2023Editors noteAs the experts in what consumers want and why,Mintel is the trusted market intelligence partner to identify the upcoming trends in consumer behaviour,product innovation and marketing tactic

2、s that will impact the future of your business.Mintel was founded by entrepreneurs with a passion for data,and weve been getting it right for over half a centuryfrom consumer research and market analysis to machine learning,artificial intelligence and advanced analytics.The 2023 Global Household Car

3、e Trends are the result of workshops comprised of Mintels team of household and personal care analysts around the world.Our analysts predictions are supported by consumer data from 36 global markets,product launches from Mintel Global New Products Database(GNPD)and evidence from Mintels suite of dat

4、a science and analytics tools.The following is a preview of two trends that Mintel analysts believe will impact consumer demands in the household industry in 2023,over the next few years,as well as 5+years into the future.The full and in-depth insight and analysis of the trends are available exclusi

5、vely to those who subscribe to Mintels premium insightswho should speak with their Account Manager about setting up a meeting to discuss the implications of these trends for their business.All other Mintel clients should speak to their Account Managers about upgrading their subscription to view the

6、full research and recommendations.If youre not a Mintel client,visit to get in touch.We look forward to hearing from you.RICHARD HOPPING Director,Household Care Insights,EMEATable of contents01Home EconomicsAs the need to kill germs gives way to the need to save money,consumers will look to reassess

7、 what value means to them.02Homemade JoyFacing difficult times in the world around them,consumers will look to homecare as an inexpensive way to destress and find joy.Mintel Household and Personal CareExpert-led,premium intelligence solution for the industry.Continuous,forward-looking intelligence A

8、cross 15 household and personal care categories Product innovation across 86 markets Consumer insights covering 36 markets Global analystsDirect access experts in retail,category,packaging and trendsTechnical foresight Concepts Packaging Flavours Ingredients Patents Regulation and labelling Textures

9、 and formatsYou also get access to:MINTEL REPORTS:In-depth reports covering food and drink categories across nine markets.MINTEL TRENDS:Macro trends backed by 300 observations a month and consumer data across 35 markets.MINTEL GNPD:40,000+innovative FMCG product launches every month across 86 market

10、s.MINTEL MARKET SIZES:Per capita spend for 60 consumer goods categories across 34 markets.Helping you make better decisions faster with:Insights and analytics Expert recommendations Robust predictions01Home EconomicsAs the need to kill germs gives way to the need to save money,consumers will look to

11、 reassess what value means to them.Consumers and manufacturers are both experiencing tough economic circumstances,prompting new behaviours,attitudes and production methods.The methods used to save money now mirror those of more sustainable behaviours in the future,creating the potential for a seismi

12、c shift within the industry,and encouraging a recalibration of the definition of value.Whats happening nowConsumers are squeezing budgets and skimping on cleaning Consumers are beginning to trade down for products that they consider a better value.Homecare is still an important aspect of their daily

13、 lives,but now CPG products are competing more directly with food,housing and energy costs.Consumers will skimp on cleaning products before going without these other essential products and services,putting pressure on brands to reiterate the value they can offer.Already we are seeing consumers respo

14、nd to their squeezed budgets when carrying out homecare chores.Many of these behaviours for cost-saving mirror those that also benefit the planet.As they become more common,consumers will realise these changes can be made for the longer term,not just when they are squeezed financially.This will crea

15、te added pressure for brands to consider how they can reduce costs to maintain margins over the longer term.06Thinking carefully about purchasesof Canadians looked more carefully at the price of household care products in the six months to August 2022.of Brazilians bought bigger pack sizes of househ

16、old care products than they normally do in the six months to August 2022.of UK laundry product buyers/users did the laundry less frequently to save money in the six months to July 2022.Base:1,000 Canadian internet users aged 18+;1,000 Brazilian internet users aged 16+;1,522 UK internet users aged 16

17、+who are responsible for doing the laundry and buying laundry products in their household Source:Mintel Global Consumer,Beauty,Personal Care&Household,September 2022;Mintel Reports UK,Laundry Detergents,Fabric Conditioners and Fabric Care,202246%29%25%Tools like Loopa smarter meter app in the UKare

18、helping people to measure their home energy consumption in order to save money.Source:loop.homes 07Whats nextWhile Mintel predicted that the end of the pandemic would drive a preference for homecare products focused on personal and planetary wellness,the need to make ends meet amid historic inflatio

19、n has overshadowed wellness goals.Price will continue to represent a bigger part of the value equation,particularly for low-and middle-income homecare consumers,for the next two years.Yet even as consumers adopt an economising mindset,there is an opportunity to drive value with higher-order performa

20、nce.Unilever is innovating at the intersection of cost,sustainability and performance,as its new Skip 3-in-1 laundry capsules improve performance both at temperatures below 20 Celsius(68 Fahrenheit)and shorter cycles.According to Unilever,this reduces energy costs by 60%;given todays escalating ener

21、gy costs,that adds up to big savings.Brands that can deliver savings and sustainability,while raising the performance bar,will be well-positioned for the next two years.Eco-positioned brands still carry a price premium relative to the market.These brands have been especially battered as shoppers tra

22、de down to budget products.Yet despite a more expensive supply chain,a handful of eco brands are predicated on affordability.This is a strategy that will grow over the next two years.46%40%42%Save MoneyHow important is saving money when you clean your home?Base:1,932 US internet users aged 18+who ha

23、ve purchased household products in the 12 months to June 2022 Source:Mintel Reports US,The Natural Household Consumer,2022Unilevers Skip 3-in-1 laundry capsules(UK)improve performance both at temperatures below 20 Celsius and with shorter cycles.Source:UnileverPublic Goods Refillable Surface Cleaner

24、 in the US uses private label-style brand management to keep costs down.Source:Public GoodsOverall consumersConsumers with a household income of less than$50kConsumers with a household income of$50k or more 08Future forecastMore brands will take the long view when innovating cost out of their produc

25、t,such as exploring greater supply chain flexibility.Societies will continue to look inward for the materials and ingredients needed to meet the consumption needs of their populationtapping strategic oil reserves is among the highest-profile examples,and this strategy will happen more commonly withi

26、n CPG also.The shift toward natural homecare has already diversified the scope of ingredients used.In some cases,this will mean a return to heritage ingredients that are tied to a region.Soapnut,for instance,is a tree-based fruit native to Asia and South America that serves as a natural surfactant.A

27、s the cost of edible oils skyrockets,bio-based surfactants that are not tied to a food source have many advantages.In addition,more brands will adopt artificial intelligence-based supply chain management software that can identify global ingredient alternatives to those seeing the highest inflation.

28、While Mintel recommends staying local,it will also be critical to building global sourcing into a future-proof supply chain strategy.Interested in speaking with a Consultant about how this trend applies to your business?GET IN TOUCH 0902Homemade JoyFacing difficult times in the world around them,con

29、sumers will look to homecare as an inexpensive way to destress and find joy.The difficulties consumers are facing will encourage them to seek out simple,small and inexpensive ways of destressing and brief moments of happiness.Household care is perfectly placed to act on this,as it is accessible,ubiq

30、uitous,and relatively inexpensive.The recent shift weve seen towards homecare as a way to manage mental health can therefore be extended into actively encouraging joy and pleasure.Whats happening nowConsumers have certainly not had an easy time over the last few years.Political division,global pande

31、mics and decades-high levels of inflation have all put stresses and strains on ordinary people.As a result,people are looking for ways they can derive enjoyment from everyday life to offset the worrying issues they are facing.Household care is ideally placed to build on this.After experiencing great

32、er engagement during the pandemic,homecare brands built on their existing reputation and trust.In addition,the relatively low cost and ubiquity of homecare products mean that almost everyone around the world has the potential to experience a mood boost from using them in their home.Brands can,theref

33、ore,benefit from inviting people to experience the positive emotions that homecare can provide.For those who inherently dont like doing chores,more effective and efficient products that elongate the time between necessary occasions can still contribute towards generating happiness in the home.11Link

34、ing homecare to happinessof Thais agree it is worth spending money on products that uplift their mood.of UK adults who clean their homes say they generally enjoy cleaning their homes.of Indian males would be encouraged to do household chores if they felt it would help them de-stress.Base:1,927 UK in

35、ternet users aged 16+who personally spend time cleaning their home in a typical week;1,485 male Indian internet users aged 18+who do household chores;2,000 Thai internet users aged 18+Sources:Mintel Reports UK,Cleaning for the Family,2019;Mintel Reports India,Men and Household Responsibilities,2022;

36、Mintel Reports Thailand,Home Fragrance,202275%50%44%In 2022,Diptyque launched a new range of homecare products under its La Droguerie label.The French brand typically focuses on high-end scents,bringing luxury and enjoyment into ordinary homecare chores.Source:Diptyque 12Whats nextHomecare chores ar

37、e a more social activity than they sound.The level of existing discussion about the topic on social media provides a basis for brands to encourage people to further create and share content on social channels to make them a topic of face-to-face and virtual conversations.Trending social media homeca

38、re themes are often centred on sensorial aspects,such as colour explosions,unusual textures or sounds while they work.These drivers of social engagement can inspire new product launches to prompt purchases,and the more enjoyable experience that follows can then help build brand loyalty.Pandemic-indu

39、ced shortages encouraged consumers to become more hands-on with building their own products.Such homemade cleaning products offer unique value for money,but also give consumers more control over the components used in formulations,satisfying the demand for transparency and products with fewer ingred

40、ients.While DIY trends can potentially represent a threat to brands,DIY-inspired ranges and online content designed to guide consumers can provide additional room for creativity and enjoyment,ultimately providing a boost to brand performance.Engaging in homecare content and conversationsBase:1,860 G

41、erman internet users aged 16+who are responsible for cleaning surfaces(including toilets)and buying hard surface cleaning products(including toilet cleaners)for their home;1,000 Chinese internet users aged 18+Sources:Mintel Reports Germany,Toilet and Hard Surface Care,2022;Mintel Global Consumer,Bea

42、uty,Personal Care and Household,September 2022Fizzing action is typically used within toilet cleaning products but can be extended into other categories-like Sard Wonders Power Fizz Stain Remover in Australia-to prove a visual indication of product efficacy and provide theatre.Source:Mintel GNPDMore

43、 aircare launches-like WoodWicks Fireside Candle in the US-are utilising Pluswick wooden wicks,which crackle as they burn to add an aural element to the experience of enjoying a candle.Source:Mintel GNPDof Chinese adults talk about homecare(eg products,routines)with their friends/family.of German cl

44、eaning product buyers/users watch online videos to learn cleaning hacks.45%22%13Future forecastConsumers are looking for proof of claims,and the greater focus on mood and wellbeing will drive a need to provide evidence of product impact.Neuroscience has become a more common part of beauty and person

45、al care launches in recent years,paving the way to empower consumers with this information in household care in the future.Therapy Clean is one homecare brand using scientific backing for the positive mood impact that using its range of cleaners provides,but it is largely an untapped area of potenti

46、al differentiation.Brands can benefit from refocusing their efforts on home automation and technology to reduce the number of chores and the time it takes to do them.Doing so can ultimately enable consumers to pick and choose their level of involvement with homecare making it a less onerous and over

47、whelming task.This has the potential to take homecare chores into the new territory of activities done for the sake of health or even pure enjoyment.Interested in speaking with a Consultant about how this trend applies to your business?GET IN TOUCHSource:Therapy Clean 14Shape your futureWere here to

48、 take the guesswork out of your process,solve your business challenges and help you move forward faster with confidence.Allow us to listen to the issues youre facing and well propose research solutions rooted in global expertise of consumer markets and data science-led analytics.Bespoke insightOur a

49、nalysts curate insights and provide tailored recommendations.Custom problem solvingMining syndicated data for Competitive analysis Landscape analysis Market assessment Portfolio evaluation Segmenting your consumer White space identificationConducting bespoke research for Business-to-business intervi

50、ews Consumer research Field services Ideation workshops Strategic positioning techniques Tradeshow supportWeve been shaping futures for 50 years.Find out how we can shape yours too.CONTACT US USCONSULTINGAbout MintelMintel is the expert in what consumers want and why.As the worlds leading market int

51、elligence agency,our analysis of consumers,markets,product innovation and competitive landscapes provides a unique perspective on global and local economies.Since 1972,our predictive analytics and expert recommendations have enabled our clients to make better business decisions faster.Our purpose is to help businesses and people grow.To find out how we do that,visit 2022 Mintel Group Ltd.All rights reserved.