Top Trends in Household Care 2022

Powered by

All the vital news, analysis, and commentary curated by our industry experts.

The household care sector saw its biggest annual growth increase between 2019 and 2020 in terms of volume and between 2020 and 2021 in terms of value. This is mostly due to the surge in demands for cleaning and sanitizing products brought about by the outbreak of COVID-19. While the virus will continue to be a significant health concern in at least 2022 if not beyond, the demand in household care will slow as consumers become accustomed to more regular spending on products within the category.

Which are the key regions in the household care market?

The key regions in the household care market are Africa, East Europe, MENA, Asia, Latin America, West Europe, Australasia, and North America.  In terms of market size, most regions are consistent between volume and value in household care. Asia has the largest market share and Africa the smallest. However, while Western Europe and North America have a smaller volume size than Latin America, they have higher value shares, suggesting these regions are more profitable for the industry.

Household care market, by regions

Household care market, by regions

For more regional insights, download a free sample

Which are the key categories in the household care market?

The key categories in the household care market are paper products, dishwashing products, bleach, general-purpose cleaners, toilet care, textile washing products, insecticides, furniture and floor polishing, scouring products. Unsurprisingly, the categories of paper products and textile washing (laundry care), which are heavily used by consumers, took the lion’s share of the household care market value in 2021.

Household care market, by categories

Household care market, by categories

For more category insights, download a free sample

Which are the key channels in the household care sector?

Some of the key channels in the household care sector are hypermarkets/supermarkets, convenience stores, department stores, brand’s own store, online-direct from brand.

Unsurprisingly, the most popular channels for buying household care products are supermarkets and retailers, whether at bricks-and-mortar outlets or online. When shopping for essential categories such as household care, consumers are convenience-led, so a channel offering multiple product categories in one place is desirable. While bricks-and-mortar channels are a more popular choice overall, e-commerce is undoubtedly growing. The second-most popular online channel after retailer websites is direct from the brand. For some consumers it is appealing to by from brand websites as they can offer guidance about their product such as tips on how best to use/clean. Convenience is also driving the q-commerce boom alongside ecommerce so online delivery aggregators are becoming more popular. However, aggregators are dominated by food and drink – household care is still a minor category.

Household care sector, by channels

Household care sector, by channels

For more channel insights, download a free sample

Which are the key trends in the household market?

The key trends in the household market are eco solutions, hygiene obsession, chemical versus natural, redefining convenience, and home and away.

Eco solutions

Traditionally, sustainability and environmental issues have been viewed as the preserve of younger generations. Nevertheless, it is clear consumers across all generations are taking an interest in this theme. Media campaigns, documentaries, charities, and celebrities are galvanizing consumers to change their behavior to impact the environment positively. These groups are teaching consumers not only the urgency of the climate crisis but also the complexity of the issue.

Hygiene obsession

COVID-19 has been a huge health worry and household care companies have targeted this with products aiming to reassure consumers of their effectiveness at stopping the spread of the virus. What were initially additional measures are now in people’s regular routines, so the obsession with maintaining better hygiene standards continues into 2022. Increased engagement with a category that was mostly uninteresting pre-pandemic gives companies the chance to premiumize as consumers are more likely to buy the higher quality products.

Chemical versus natural

Bleach and chlorine had the second and third highest number of consumers that said the ingredients were not appealing. However, baking soda had some of the highest numbers of consumers who found it appealing, despite being a man-made chemical. Although it is naturally-derived, lactic acid was unfamiliar to the highest number of consumers.

Redefining convenience

Technology is enhancing the consumer journey beyond just ecommerce. For consumers especially interested in household categories, informed shopping – accessing a variety of information about a product before purchasing in a digital context – is important. This can be engaging with so-called ‘cleanfluencers’ on social media, checking customer reviews, or scanning QR codes to understand more. Companies should improve their own digital platforms in order that these consumers can easily access the information. However, for many consumers household care is an essential category of little interest. For these consumers automated shopping options such as subscription services that require minimal interaction may be appealing.

Home and away

Ordering takeaway had the highest numbers of consumers doing so less frequently. Working from home had the highest numbers of people who had never done this, as certain jobs cannot be carried out remotely. Exercising at home had the largest number of consumers doing so more frequently in Q4.

Which are the key companies in the household care market?

The key companies in the household care market are Unilever, P&G, Henkel, Reckitt, Blueland, Kao, Swania, Roborock, and Clorox.

Market report overview

Key regions Africa, East Europe, MENA, Asia, Latin America, West Europe, Australasia, and North America
Key channels Hypermarkets/Supermarkets, Convenience Stores, Department Stores, Brand’s Own Store, Online-Direct From Brand
Key trends Eco Solutions, Hygiene Obsession, Chemical Versus Natural, Redefining Convenience, And Home and Away
Key companies Unilever, P&G, Henkel, Reckitt, Blueland, Kao, Swania, Roborock, and Clorox

Scope

  • Key trends include hygiene obsession, sustainability, technology-driven convenience, the balance of natural and chemical formulations, and the pull between comfort and escapism.
  • Household care companies will have to consider how they adhere to these trends within the context of inflationary pressure, increasing ESG restrictions, and the ecommerce boom.

Reasons to Buy

  • Understand multiple themes and company responses in order to tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Unilver
P&G
Henkel
Reckitt
Blueland
Kao
Swania
Roborock
Clorox

Table of Contents

Table of Contents

Top Trends in Household Care

1. Industry Overview

2. Top trends in the sector

3. News analysis

4. Deals analysis

5. Social media analysis

6. Take outs

Appendix

Frequently asked questions

Top Trends in Household Care 2022 thematic reports
Currency USD
$1,950

Can be used by individual purchaser only

$3,900

Can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company


Undecided about purchasing this report?

Enquire Before Buying Request a Free Sample

Get in touch to find out about multi-purchase discounts

reportstore@globaldata.com
Tel +44 20 7947 2745

Every customer’s requirement is unique. With over 220,000 construction projects tracked, we can create a tailored dataset for you based on the types of projects you are looking for. Please get in touch with your specific requirements and we can send you a quote.

Sample Report

Top Trends in Household Care 2022 was curated by the best experts in the industry and we are confident about its unique quality. However, we want you to make the most beneficial decision for your business, so we offer free sample pages to help you:

  • Assess the relevance of the report
  • Evaluate the quality of the report
  • Justify the cost

Download your copy of the sample report and make an informed decision about whether the full report will provide you with the insights and information you need.

Below is a sample report to understand what you are buying

See what our customers are saying

“The GlobalData platform is our go-to tool for intelligence services. GlobalData provides an easy way to access comprehensive intelligence data around multiple sectors, which essentially makes it a one-for-all intelligence platform, for tendering and approaching customers.

GlobalData is very customer orientated, with a high degree of personalised services, which benefits everyday use. The highly detailed project intelligence and forecast reports can be utilised across multiple departments and workflow scopes, from operational to strategic level, and often support strategic decisions. GlobalData Analytics and visualisation solutions has contributed positively when preparing management presentations and strategic papers.”

Business Intelligence & Marketing Manager, SAL Heavy Lift

“COVID-19 has caused significant interference to our business and the COVID-19 intelligence from GlobalData has helped us reach better decisions around strategy. These two highlights have helped enormously to understand the projections into the future concerning our business units, we also utilise the project database to source new projects for Liebherr-Werk to use as an additional source to pitch for new business.”

Market Analyst & Management, Liebherr-Werk

Your daily news has saved me a lot of time and keeps me up-to-date with what is happening in the market, I like that you almost always have a link to the source origin. We also use your market data in our Strategic Business Process to support our business decisions. By having everything in one place on the Intelligence Center it has saved me a lot of time versus looking on different sources, the alert function also helps with this.

Head of Key Accounts, Saab AB

Having used several other market research companies, I find that GlobalData manages to provide that ‘difficult-to-get’ market data that others can’t, as well as very diverse and complete consumer surveys.

Marketing Intelligence Manager, Portugal Foods

Our experience with GlobalData has been very good, from the platform itself to the people. I find that the analysts and the account team have a high level of customer focus and responsiveness and therefore I can always rely on. The platform is more holistic than other providers. It is convenient and almost like a one stop shop. The pricing suite is highly competitive and value for our organisation.

I like reports that inform new segments such as the analysis on generation Z, millennials, the impact of COVID 19 to our banking customers and their new channel habits. Secondly the specialist insight on affluent sector significantly increases our understanding about this group of customers. The combination of those give us depth and breadth of the evolving market.

I’m in the business of answering and helping people make decisions so with the intelligence center I can do that, effectively and efficiently. I can share quickly key insights that answer and satisfy our country stakeholders by giving them many quality studies and primary research about competitive landscape beyond the outlook of our bank. It helps me be seen as an advisory partner and that makes a big difference. A big benefit of our subscription is that no one holds the whole data and because it allows so many people, so many different parts of our organisation have access, it enables all teams to have the same level of knowledge and decision support.

Head of Customer Insight and Research, Standard Chartered

“I know that I can always rely on Globaldata’s work when I’m searching for the right consumer and market insights. I use Globaldata insights to understand the changing market & consumer landscape and help create better taste & wellbeing solutions for our customers in food, beverage and healthcare industries.

Globaldata has the right data and the reports are of very high quality compared to your competitors. Globaldata not only has overall market sizes & consumer insights on food & beverages but also provides insights at the ingredient & flavour level. That is key for B2B companies like Givaudan. This way we understand our customers’ business and also gain insight to our unique industry”

Head of Consumer Sensory Insights, Givaudan

GlobalData provides a great range of information and reports on various sectors that is highly relevant, timely, easy to access and utilise.  The reports and data dashboards help engagement with clients; they provide valuable industry and market insights that can enrich client conversations and can help in the shaping of value propositions. Moreover, using GlobalData products has helped increase my knowledge of the finance sector, the players within it, and the general threats and opportunities.

I find the consumer surveys that are carried out to be extremely beneficial and not something I have seen anywhere else. They provided an insightful view of why and which consumers take (or don’t) particular financial products. This can help shape conversations with clients to ensure they make the right strategic decisions for their business.

One of the challenges I have found is that data in the payments space is often piecemeal. With GD all of the data I need is in one place, but it also comes with additional market reports that provide useful extra context and information. Having the ability to set-up alerts on relevant movements in the industry, be it competitors or customers, and have them emailed directly to me, ensures I get early sight of industry activity and don’t have to search for news.

Senior Account Manager, TSYS
Go even deeper with GlobalData Intelligence Center

Every Company Report we produce is powered by the GlobalData Intelligence Center.

Subscribing to our intelligence platform means you can monitor developments at Top Trends in Household Care 2022 in real time.

  • Access a live Top Trends in Household Care 2022 dashboard for 12 months, with up-to-the-minute insights.
  • Fuel your decision making with real-time deal coverage and media activity.
  • Turn insights on financials, deals, products and pipelines into powerful agents of commercial advantage.