As global concerns about health and hygiene evolve, the home cleaning industry is experiencing significant changes. The pandemic prompted a major pendulum swing in our cleaning habits, during which time harsh chemicals perfumed our interiors and we liberally sprayed packages and surfaces with disinfectant. But over the past year, we've arrived at a new equilibrium – one that balances caution with sustainability, and cleanliness with wellness. The home cleaning industry is trying to find its footing in this revised landscape, where household cleaning products are expected to do more than just sanitize and remove dirt: consumers expect them to also serve as agents of well-being for their homes, personal lifestyles, and the broader environment. To that end, we are witnessing a huge shift towards being ‘green’ at home, with non-toxic items occupying more space in cleaning cabinets. This increase in demand for eco-friendly cleaning products, coupled with more stringent regulations, is set to spur more innovation in the market. But as these changes affect the home cleaning industry, brands will also have to contend with the macroeconomic environment’s enduring effect on consumers’ spending, with historically high inflation impacting prices and household budgets. To give brands and retailers a ‘crystal clear’ view of the home cleaning industry, we've polished up a fresh analysis of some pivotal trends and offered up some marketing strategies to consider!
The US and European home cleaning markets are expanding, with natural products leading the charge…
…but prices in both regions have been impacted by supply-chain disruptions and record inflation.
Water-free concentrates
Common cleaning products like soaps and disinfecting sprays are largely composed of water, making them heavy and hard to ship efficiently. To lessen environmental impact, some producers are transitioning to water-free concentrates and tablets which reduce weight, and decrease the production, transportation, and disposal of single-use plastics.
Active Microbials
Live microbes are a major trending ingredient in home cleaning products, as these beneficial bacteria deep clean and deodorize naturally, providing a more thorough, longer-lasting clean that reaches even the smallest crevices. The microbial cleaner category is rapidly growing, and larger firms like Bona, Unilever, and Reckitt are beginning to explore this area.
Refillable Products and Flexible Packaging
Refillable products not only offer discounts to consumers and foster brand loyalty but also significantly reduce environmental impact. As an extension, many companies are also switching from rigid to flexible packaging, as flexible pouches and bags tend to weigh less and are easier to transport from the manufacturer to the retailer.
Multipurpose products
The growing trend of minimalism and eco awareness is prompting consumers to switch from a variety of specialized cleaners to multi purpose products. This change not only cuts down waste but also provides a more cost-effective home cleaning solution.
Cold Water Solutions
Refillable products not only offer discounts to consumers and foster brand loyalty but also significantly reduce environmental impact. As an extension, many companies are also switching from rigid to flexible packaging, as flexible pouches and bags tend to weigh less and are easier to transport from the manufacturer to the retailer.
Ingredient Transparency and Eco-labeling
According to a recent survey, 81% of consumers agree that the makers of home cleaning products should provide transparent information on their products, including details on ingredients, their function, and any risks. To meet this demand, the home cleaning industry is adopting eco-labeling systems and third-party certifications:
AI Washers and Dryers
Laundry is one of the least favorite chores for many Americans . AI Washers and Dryers can simplify this task by detecting fabric type and dirtiness, adjusting the wash time and detergent amount accordingly, and ensuring an efficient, one-cycle clean.
Robotic Vacuums
Robotic Vacuums can work tirelessly to keep multiple rooms spotless even when we’re away. Not only do they save time, but they can also clean more frequently and thoroughly. Some models even offer auto cleaning and auto-refilling features with large-capacity dust bags, making hands-free cleaning possible for months at a stretch.
ChatGPT for House Cleaning
As a cloud-based AI platform, ChatGPT can usenatural language processing to understand a customer’s needs and create personalized cleaning plans. It can control a robotic vacuum
cleaner and other smart appliances, identify trends in a user’s cleaning behavior, and can even schedule maintenance appointments and send reminders!
In today's competitive retail landscape, there’s a lot that brands and retailers can do to sway a shopper's decision. Research from PLMA on European consumers bears this out, as a whopping 66% scrutinize prices and hunt for bargains, 39% explore alternative brands, 26% inspect the packaging of competing brands, and 19% are on the lookout for innovation. For home cleaning brands aiming to make a splash, consider some of these marketing strategies to help sweep up the competition in the aisles!
TikTok
TikTok is a Mecca for finding home cleaning solutions, with #CleanTok hitting nearly 68 billion collective views and “cleaning hacks” with roughly 11 billion views. From watching cleaning videos and tips provided by professional housekeepers to discovering innovative and simplifying cleaning products, users can’t seem to get enough bite-sized cleaning content!
‘Cleanfluencers’
A new wave of cleaning personalities is taking social media by storm, influencing millions of viewers with content that cleverly blends education with entertainment. Brands can tie up with these ‘cleanfluencers’ to leverage their followings.
Provide Enhanced Product Information
A HingeGlobal study suggests that enriched product content, especially video, can significantly influence purchasing decisions, with 25% of consumers more likely to buy when presented with such content. Amazon also noticed a 5%-20% sales increase on pages featuring its "A+ Content". For home cleaning brands, providing personalizing product pages with detailed descriptions, high-quality images, and engaging videos is key.
Embrace Transparent Labeling and Custom Attributes
In an era where consumers are increasingly discerning about the ingredients they use, brands that provide clear labeling information are likely to gain more loyalty. Research shows that over half of shoppers are willing to pay a premium for products with easily understandable labels. And for online sales, the use of custom attributes is seeing traction among retailers as many consumers don’t search by brand anymore, they look for product attributes like ‘natural’, or ‘clean’. A NielsenIQ report revealed that 35% of retailers are incorporating custom attributes on their websites, up from 23% two years ago.
Leverage In-store Tech and Customer Analytics
When cleaning products run low, it often results in a frantic dash to the store. Retailers can utilize previous purchase information and in-store tech to issue timely reminders via app alerts and flash promotions. This strategy serves not just as a useful nudge, but also enhances the overall shopping experience.
Event-based Promotions
Cleaning product brands can capitalize on key events by tying their products to the preparation and clean-up associated with these occasions.
Tap into Spring cleaning
Spring season brings on the annual ritual of home cleaning and organizing. According to a study by the National Cleaning Institute, nearly three-quarters of Americans plan to spring clean at least once a year. Brands can tailor promotions and social engagement around the theme of Spring Cleaning, via hashtags and specialized web content like checklists and guides for major spring cleaning projects.
Limited Edition Products
Seasonality is a big part of the fragrance sector, and brands can leverage this in the household cleaning products market. Seasonal scents and limited-edition scents enable brands to experiment with new fragrances and can inspire consumer try-outs.
The home cleaning industry is already starkly different from its pre-pandemic state, and with the dawn of automation and 'smart' technologies, it's safe to say its future version won't bear much resemblance either. Now, more than ever, brands need to keep pace with these monumental changes, while also seizing the chance to craft a fresh narrative for their products. As cleaning evolves from a mundane chore into a wellness activity, and sustainability along with eco-sensitivity become central to product selection, it's crucial to resonate with consumers who prioritize their personal and environmental footprint and craft marketing strategies accordingly. And with price sensitivity remaining a major factor in household expenditures, brands that demonstrate a commitment to providing excellent value for money will not just earn consumer trust, but also their loyalty. In this era of unprecedented change, it's evident that the brands set to ‘shine’ are those that are innovative, agile, and customer-focused.