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Household Trends 2021

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Over the last few months, the link between mental wellness and households has never been more important, with many of us recognising the endless possibilities when it comes to our homes. We’ve spent more time at home than ever before, with many of us converting our homes beyond our imaginations - into schools, home offices and gyms - a place for us to truly preserve both our physical and mental wellbeing.

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Beyond cleaning, maintaining our households has become a safety strategy.


Our mental state improves when our home is clean and organised (Mintel, 2019). From this, people taking cleaning to the next level has been a way for them to take back control in times of uncertainty.

Social Media- Say Hello to ‘Cleanfluencers’

Cleaning related social media influencers are on the rise! These influencers have seen a surge in popularity as consumers have used cleaning as a way to restore normalcy in times of chaos.

Popular influencers include Sophie Hinchcliffe and Brandon Pleshek, who both give an insight into their own personal cleaning routines within their homes.


Role of Home Care Brands

Brands are in control of building on the household connections they have built throughout the COVID-19 pandemic. Household products have been fundamental in promoting both a safe and serene home space.

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To cater to these trends, here’s some key ingredients for the latest household innovations.

Ingredient Application Area Function Supplier
Augeo Clean™ MULTI Air Care, Fresheners, Dish Care, Hard Surface Cleaning, Surface Care Bio-based solvent derived from a renewable source Solvay
Augeo Clean™ PLUS Dish Care, Surface Care, Hard Surface Cleaning Sustainable solvent replacement for eco-friendly household cleaning Solvay
Augeo® Crystal Air Care, Surface Cleaning High-performance, vegan, sustainable solvent replacement Solvay
Ecoremover® Surface Care Naturally derived and mild solvent replacement Eurosicura
Lactic Acid 80% Biocidal Heat Stable Hard Surface Cleaning 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 Fabric Conditioner A novel, proprietary technology that adds shine and protection in household products Lubrizol
Noverite™ 310 Hard Surface Cleaning Aqueous, cationic, hydrophilic polymer that provides hydrophilic surface modification for hard surfaces Lubrizol
Noverite™ 311 Surface Care A high performance, multi-functional polymer for improving the performance of liquid detergents Lubrizol
BTC® 50 E MB Surface Care A quaternary for formulation into a wide variety of household, institutional and industrial cleaning applications Stepan
SIMULSOL™ APG's Hard Surface Cleaning, Laundry, Car Care, Floor Care, Hydrophilic non-ionic surfactants used as solubilising or emulsifying agents Seppic

Sources: Mintel

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Monday, 18 January 2021