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.
Upcoming Opportunities
- Brands are innovating to kill COVID-19 as consumers want assurance that they are protecting against the virus - they will want to use right products at the right time to reduce their chance of illness.
- As consumers take up home-based activities for wellness, e.g. cooking/exercising, more specific products can support margin growth as our lives continue to adapt to the ‘new normal’.
- Consumers use home care routines as a way to restore normalcy and achievement during stressful times. Home care market set to cross over with fitness and wellness apps, creating opportunity for diversification.
- Before the pandemic, all purpose cleaners were the ‘in thing’. Now, we are seeing opportunities for emotional marketing around more specific cleaners.
‘Quaranclean’
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.
- Leverage trust in new ways - consumers have placed great trust in homecare brands over the last year. Brands can build upon this by accepting added responsibility
- Due to their importance during the pandemic, homecare brands now have the authority to nurture education and fight against misinformation.
- Make homecare accessible to all by promoting behavioural changes and access to knowledge sharing programs.
- Adapt to new expectations around their broader societal role.
Have You Tried?
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 |
