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Home Care Innovations: Addressing Consumer Demand for Efficiency, Sustainability and Wellness

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Inflation and rising energy costs are key driving forces behind product innovation in home care, enabling more efficient energy consumption, particularly in laundry care and dishwashing. This also works as a more sustainable alternative for a growing base of environmentally-conscious consumers globally. In addition, growing consumer awareness of self-care and wellness is being addressed through a greater focus on features such as scent in new product launches, especially in air care.

Product innovation helps manage energy consumption

Euromonitor International expects an improved 6% value CAGR for home care globally over 2024-2028, with brands continuing to invest in high-value functional and sustainable innovations, accompanied by widespread marketing campaigns. Increased pressure on consumer budgets creates an environment where product development around better resource management can not only be appealing to consumers looking to save money, but also offer a more sustainable alternative. This ranges from product development around cold wash to cleaners that require less water during use.

44% of consumers intend to reduce their energy consumption

Source: Euromonitor International’s Voice of the Consumer: Lifestyles Survey (fielded January to February 2023)

In 2022, Fairy introduced its Fairy Max Power Original and Fairy Platinum Plus Dishwashing products, urging consumers to save time, energy, and money. The brand promotes #SwitchToShort with Fairy Platinum Plus or #WashCooler with Fairy Max Power, enabling budget savings without sacrificing performance. In the case of Fairy Max Power Original, the brand was first detected at online retailers in the UK, then successfully continued its expansion across digital platforms in Western Europe. With further improvements in detergent formulation, assuring strong performance despite lower temperatures, cold wash is set to remain one of the most influential industry trends over the forecast period.Image of a chart

Consumers are making more sustainable choices

Euromonitor International’s Innovation data show a strong presence of “environmentally friendly” claims across new product launches in home care as consumer demand for convenience and sustainability are driving a shift in product formats, formulations, and packaging.

64% of consumers try to have a positive impact on the environment through their everyday actions

Source: Euromonitor International’s Voice of the Consumer: Lifestyles Survey (fielded January to February 2023)

2022 saw the greater availability of laundry sheets emerge across retail. The rising interest in these concentrated and liquid-free products is unsurprising, given the significant cost-saving opportunities associated with them, while at the same time being an eco-conscious alternative to traditional laundry detergents. The introduction and widespread expansion of Dr Beckmann’s new Magic Leaves Laundry Detergent Sheets in e-commerce retailers across Western Europe occurred in 2022, followed by further expansion into Mexico, Australia, Singapore and India in 2023. These sheets are designed to dissolve fully within 60 seconds at temperatures as low as 20 °C, making them suitable for hand and machine washing. Sustainability is a key focus, with the product designed to minimise packaging, housed in recyclable wallets, and offering ease of transportation and storage, thereby occupying less space.

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The role of scent in enhancing user experience

Consumers are rebuilding many aspects of home life around a greater sensitivity to wellness and self-care. As scent remains one of the most influential product features for consumers, alongside value for money and performance claims, this presents an opportunity for home care brands to review the role of scent through the lens of wellness.

Fragrances not only elevate user experiences but also provide an affordable means for consumers to create a comfortable environment. For instance, sensory immersion brand Lifelines was launched in the US in 2023, with the aim of providing stress relief via six senses with the first products focusing on the sense of smell. The brand offers diffusers and essential oil blends in five scent families (Citrus Grove, Crisp Mountain Air, Walk in the Woods, In Bloom and Spice Rush) and four wellbeing blends (Calm, Energy, Focus and Joy). The brand first appeared in Target, according to Euromonitor International’s Innovation data, as the retailer’s exposure and built-in consumer trust were chosen for the product launch. It has also partnered with Barnes & Noble College, becoming a part of its "Be Well. Be You" initiative, offering wellness products at bookstores on college campuses in the US.Chart showing image

Innovation in home care to focus on energy efficiency, sustainability and wellness

Amid growing consumer budget constraints, prioritising innovation and product development in energy management will not only appeal to those seeking savings but also provide a sustainable solution. In addition, the continuing wellness trend will provide an opportunity for home care brands to review how scent profiles, formats and functionality can be deployed through their products to enhance consumers’ sensorial experiences.

To learn more about tracking new brand and sub-brand launches across the global digital shelf, visit our Innovation product page.

Read our article to understand more about strategies for success in innovation and new product development, or learn about the most recent trends in global Home Care in our report World Market for Home Care.

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