Household cleaners are products that are used to clean soft or hard surfaces in the home. With an extensive amount of cleaners on the market, we’ve rounded up the latest trends and opportunities for brands and formulators within this area.
Market Trends
Sustainable solutions - Consumers seek to minimise the eco footprint of their cleaning regimes. With packaging and plastic under general scrutiny, ‘green’ and ‘natural’ household cleaners are rising to the forefront over ‘harsher’ chemical cleaners.
COVID-19 - The pandemic has impacted consumers who are looking for ways to protect themselves and their homes. There has been a significant surge in antibacterial hard surface care launches, with formulators increasing the inclusion of natural ingredients to mitigate consumer concern.
Refills - Refillable hard surface care continues to thrive, with brands increasingly offering consumer-friendly options to encourage uptake. Meanwhile, brands are turning to botanical and organic ingredients to tap into the growing interest in natural cleaning products.
Brand Opportunities
- Build on refill offering - take advantage of untapped areas for improvement such as the product’s impact on energy, water consumption etc.
- In addition to value, consider other important factors such as convenience and customisation.
- Due to the pandemic, consumers are more engaged with cleaning products than ever before - use this to educate consumers further.
- As attention on the pandemic wanes, brands can use their new communication strategies to widen their focus onto important product aspects such as ingredient safety.
- Align with the new home environment - consumers have invested time, money and emotion into their homes - this offers scope for brands to maintain the perception of the home being a ‘happy place’.
- Brands have the opportunity to offer a more restorative approach to surfaces in the home and help add aesthetic appeal to adapt to the way people feel about their personal spaces.
Surface Cleaners - Fragrances
On behalf of Givuadan, Surfachem distributes an extensive portfolio of ECOCERT and biodegradable fragrances for surface cleaners. From fruity aromas, to energetic fragrances, Givaudan’s fragrances offer a whole new dimension to home care formulations.
Our natural fragrance picks…
- Almond Blossom
- Honeysuckle and Pear
- Apricot Nectar
- Peppermint and Eucalyptus
- Lemon and Bergamot
- Apple and Aloe Vera
In addition to the above, surface care cleaners have more recently incorporated ‘pink fragrances’, inspired by cleanfluencers on Instagram, such as Mrs. Hinch and Lyndsey Queen of Clean!
Our ‘Pink Fragrance’ picks…
- Pop Grapefruit
- Rhubarb and Petals
- Pink Cactus
- Luscious Pomegranate
- Sakura Power
Have You Tried?
| Product | Application Area | Description | Supplier |
|---|---|---|---|
| Augeo Clean™ MULTI | Air Care, Air Fresheners, Dish Care, Hard Surface Cleaning | Bio-based solvent derived from a renewable source | Solvay |
| Augeo Clean™ PLUS | Surface Care, Hard Surface Cleaning, Degreasing. | Degreasing. Sustainable solvent replacement for eco-friendly household cleaning | Solvay |
| Augeo® Crystal | Air Care, Air Fresheners, Dish Care, Hard Surface Cleaning | High-performance, vegan, sustainable solvent replacement | Solvay |
| Ecoremover® | Surface Care, Hard Surface Cleaning, Stain removal | Naturally derived and mild solvent replacement | Eurosicura |
| Lactic Acid 80% Biocidal Heat Stable | Antibacterial Surface Cleaning, Bathroom Cleaner. | Lactic acid is an organic acid occurring naturally in the human body and in fermented foods. The following ingredient is COSMOS approved, Kosher and vegan. | Jungbunzlauer |
| Noverite™ 100 | Floor cleaners/polishes Furniture polishes/sprays Kitchen and bathroom cleaners Multi-purpose cleaners | A novel, proprietary technology that adds shine and protection in household product | Lubrizol |
| Noverite™ 310 | Bathroom Cleaners & Descaling, Surface Modifier. | Aqueous, cationic, hydrophilic polymer that provides hydrophilic surface modification for hard surfaces | Lubrizol |
| Noverite™ 311 | Surface Care, Reduced Fogging & Water Spotting, Foam Stabilisation | A high performance, multi-functional polymer for improving the performance of liquid detergents | Lubrizol |
| BTC® 50 E MB | Antibacterial surface cleaners | A quaternary for formulation into a wide variety of household, institutional and industrial cleaning applications | Stepan |
| SIMULSOL™ APG's | Hard Surface Cleaning, Multi-purpose cleaners, Kitchen & Bathroom Cleaners | Hydrophilic non-ionic surfactants used as solubilising or emulsifying agents | Seppic |
