With a huge and varied range of products on the retail shelf, it can be difficult for brand owners to offer something unique to consumers. Packaging is a key element that can provide differentiation and important added-value benefits. Functionality is one of them and has always been important in the sector since consumers value hassle-free dispensing methods, easy to hold packs or pre-measured solutions that can be applied quickly without too much thinking. However, increasing environmental pressures mean that consideration must also be given to the sustainability of packaging and consumers now expect manufacturers to act responsibly and be proactive in reducing unnecessary packaging.
What are the market dynamics of household care and laundry packaging market?
Consumers seek more valuable products and experiences, and more visible functions to enhance their overall user experience. Easy-to-carry packaging, convenient opening or dosing solutions, and minimized hand contact with potentially hazardous chemicals bring clear benefits to consumers. Time scarcity and enhanced mobility lead to consumption occasions occurring in less conventional situations, resulting in products that are easy to use on the go. Pre-dosed, lightweight, or smaller packs convenient for traveling, holidays, business trips, and so on work well also for this sector, allowing hassle-free use of products.
There is a strong focus on climate change, environmental damage, biodiversity loss, and resource shortages amid growing energy demands. Manufacturers can respond to the need for eco-friendly solutions by switching to more sustainable paper/board packs that have the same functionality and help to deliver the green agenda. Population growth, the expanding consumption power of the developing world, and scarcity of natural resources combine to intensify pressure on critical resources such as water and energy. Materials solely sourced from post-consumer recycled content, or packs made of used plastic equipment in order to benefit the environment are well received by consumers.
Premiumization captures the reasons consumers treat themselves by buying something better and usually more expensive. Packaging with elegant decoration and upscale-looking elements delivers the message that the product is something out of the ordinary and could look attractive on display in the home. The packaging of household care and laundry products constantly evolves and responds to current consumer needs and trends. Climate change is one of the most important challenges facing humanity nowadays. Therefore, many manufacturers respond to the demand for eco-friendly solutions that are voiced by more and more consumers, by switching to more sustainable materials such as paper. The use of plastics, however, is sometimes necessary because it cannot be eliminated easily from the sector due to the need for sufficient barrier protection for chemicals and liquids. In this case, some of them use a material that comes from recycled components such as fishing nets, ropes, or other waste. Others chose to eliminate liquids and develop concentrated solutions that use fewer plastics or are easier and cheaper to transport, thereby bringing additional benefits by lowering CO2 emissions.
What are the key insights in the household care and laundry packaging market?
Expanding packaging potential by adding additional functions: Most consumers name “time-saving” as a key driver when deciding which products to purchase. Introducing more convenient packaging formats has also always been a goal for many household care and laundry products manufacturers, not only to make the products hassle-free to use but also to minimize hand contact with potentially hazardous chemicals.
Responding to the consumer demand for greater packaging sustainability: Environmentally friendly packaging is important for many manufacturers nowadays. As the climate change crisis is one of the main topics in the news, more consumers are actively looking for products that are less harmful to the environment. One of the main directions taken by manufacturers is to provide alternatives to petroleum-based plastics and, where possible, switch to all-paper/board packs without compromising functionality.
Packaging design that makes the product special: An elegant and stylish look for packaging is valued by many consumers, even in rather pragmatic categories like household care and laundry products. This is also because such products do not always remain hidden in cupboards but are very often openly displayed in various rooms of the household. Intriguing shapes, upscale designs, or other eye-catching elements help to transform products into something special and decorative. One example could be metallic elements that reflect the light, resulting in a striking, eye-catching level of presentation that pleases the eyes of household members and guests. Another approach could be a fancy shape of the pack that looks attractive on display in the home.
What are the key innovations in household care and laundry packaging market?
Seventh Generation Easy Dose concentrated laundry detergent: Dosing closure with auto shut-off mechanism delivers a small, measured amount of detergent with a single firm squeeze on the bottle. Firm squeeze pressure dispenses the gel, and at the same time causes the orange valve fitment to move and compress the metal spring. When the valve reaches the top of the cage, its sealing ring closes off the dispensing aperture in the closure and shuts off product flow.
Herbow liquid laundry detergent: The pump format allows clean and easy dispensing of the detergent and can help to reduce wastage through over-dosing. The detergent can be pumped directly into the drawer dispenser of the washing machine or when using an in-wash ball, the detergent can be pumped into the ball without even needing to lift the bottle, thereby enhancing consumer convenience.
Vanish Oxi Action fabric stain remover: Small pouch used for stain remover is unusual and extends the portability of the offering. The lightweight pouch could easily fit in a bag and is perfect to use out of the home, for traveling, holidays, business trips, and so on.
Origami Good Karma kitchen towel: This kitchen towel is packaged in a reusable paper carry bag that is more sustainable than flexible plastics alternatives and conveys an eco-friendly image for the brand. The paper bag is strong and sturdy, and a message on the handle encourages consumers to “reuse this bag.” It would work well as a shopping bag or a lunch bag, for example.
Pril dishwashing liquid with an exotic fragrance: The shrink sleeve of each limited-edition bottle is printed with a unique flower design and carries its own unique number, which is printed on the front of the pack. The digital printing software uses an algorithm to automatically generate a large number of unique patterns from a single original pattern.
Frosch dishwashing liquid: The bottle is made from 100% post-consumer recycled content. This is clearly communicated, and the move is likely to appeal to eco-conscious consumers who want to do their bit by contributing to a more sustainable lifestyle. As is typical of recycled PET material, the bottle is grayish in appearance. The recyclate typically comprises 80% from recycled PET bottles and 20% mixed recycled PET material from Austria’s “yellow sack/bin” waste collection scheme.
Which are the key companies in the household care and laundry packaging market?
AVENT Korea Company, BestSellers Distribution Sp. Z o.o., BlueSun Consumer Brands, Challs International Ltd., Claro Products GmbH, Dirk Rossmann GmbH, dm-drogerie markt GmbH & Co. KG, Dramers S.A., Erdal-Rex GmbH, Essity, Henkel Home Care Korea Co. Ltd., Henkel Magyarorszag Kft., Henkel Wasch- und Reinigungsmittel GmbH, Herbow International Zrt., M&B Solutions Co. Ltd., Origami Cellulo Pvt. Ltd., Procter & Gamble Co., RB (Hygiene Home) Poland Sp. z o.o., Reckitt Benckiser, REMA 1000 Danmark A/S, Rossmann SDP Sp. z o.o., Seventh Generation Inc., Sofidel Poland Sp. z o.o., Whirlpool Corp., and Wipro Enterprises (P) Limited are the key companies in the household care and laundry packaging market.
Household care and laundry packaging, by key companies
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Market report scope
|Key categories||Household care and laundry packaging.|
|Key companies||AVENT Korea Company, BestSellers Distribution Sp. Z o.o., BlueSun Consumer Brands, Challs International Ltd., Claro Products GmbH, Dirk Rossmann GmbH, dm-drogerie markt GmbH & Co. KG, Dramers S.A., Erdal-Rex GmbH, Essity, Henkel Home Care Korea Co. Ltd., Henkel Magyarorszag Kft., Henkel Wasch- und Reinigungsmittel GmbH, Herbow International Zrt., M&B Solutions Co. Ltd., Origami Cellulo Pvt. Ltd., Procter & Gamble Co., RB (Hygiene Home) Poland Sp. z o.o., Reckitt Benckiser, REMA 1000 Danmark A/S, Rossmann SDP Sp. z o.o., Seventh Generation Inc., Sofidel Poland Sp. z o.o., Whirlpool Corp., and Wipro Enterprises (P) Limited|
- Manufacturers respond to the demand for eco-friendly solutions that are voiced by more and more consumers, by switching to more sustainable materials.
- The use of plastics is sometimes necessary because it can’t be eliminated easily. In this case, some manufacturers use a material that comes from recycled components.
- In addition to that, convenience is still valued and enhanced functionality through packs that allow easy usage in the home is still important.
Reasons to Buy
- Use GlobalData’s Category Packaging Opportunities reports inspiring innovation.
- Understand the relevant consumer trends that drive and support innovation so you can tap into what is really impacting the industry.
- Appreciate the importance of added functionality of packaging in the overall consumer experience of a product and how this can help to drive brand loyalty.
AVENT Korea Company
BestSellers Distribution Sp. Z o.o.
BlueSun Consumer Brands
Challs International Ltd.
Claro Products GmbH
Dirk Rossmann GmbH
dm-drogerie markt GmbH & Co. KG
Henkel Home Care Korea Co. Ltd.
Henkel Magyarorszag Kft.
Henkel Wasch- und Reinigungsmittel GmbH
Herbow International Zrt.
M&B Solutions Co. Ltd.
Origami Cellulo Pvt. Ltd.
Procter & Gamble Co.
RB (Hygiene Home) Poland Sp. z o.o.
REMA 1000 Danmark A/S
Rossmann SDP Sp. z o.o.
Seventh Generation Inc.
Sofidel Poland Sp. z o.o.
Wipro Enterprises (P) Limited
Table of Contents
Table of Contents
Category Packaging Opportunities: Household Care and Laundry
Category Packaging Opportunities: Spotlight
Category Packaging Opportunities: Examples We Like
Category Packaging Opportunities: TrendSights
Category Packaging Opportunities: Action Points