Sustainable Households – 10 Innovation Case Studies That Could Be Game-Changers

Sustainable Households – 10 Innovation Case Studies That Could Be Game-Changers Report Overview

Household care is likely to witness robust volume growth in the coming years reflecting strong concerns for hygiene among consumers. Riding this trend, many brands are exhibiting sustainability credentials in ingredients, packaging, production process, and supply chain.

A push for sustainability among brands is also reflected in company filings with the ‘environment’ theme being increasingly mentioned in filings.

Sustainable Innovations in the Household - Key Themes

The key themes evident in recent sustainable innovations include bioenzymes, non-toxic or safer ingredients, multi-functional ingredients, fabric restoration, new formats, more sustainable materials, and circular B2B opportunities. These themes provide opportunities to offer sustainability and multi-functionality.

Bioenzymes: Bioenzyme-enhanced laundry detergents can provide multi-faceted sustainability benefits. Dirty Labs is a laundry detergent brand leveraging patented Bioenzymes. Dirty Labs released the proprietary ‘five-in-one enzyme-driven cleaning technology’ Phytolase, which works alongside natural, sugar-based stain removers to achieve ‘unprecedented levels of ingredient safety and sustainability Dirty Labs’ Phytolase detergent extends the life of fabrics which reduces the need to buy new clothes and lowers the carbon footprints of both consumers and manufacturers.  Sustainability credentials can be bolstered by leveraging such a solution, by extending the life of fabrics, and by releasing less harmful chemicals into the environment by using only natural and biodegradable ingredients.

Fabric Restoration: Biorestore’s patent-pending laundry formula can extend the longevity of consumers’ wardrobes. The formula serves multiple functions, including the removal of fabric pills (lint), improving the fabric color, realigning the fibers, and reshaping the garment’s fabric structure. ‘Special enzymes’ are leveraged to provide pilling-removal capabilities, along with other properties, such as fabric realignment. Brands that address garment sustainability concerns can capture a large segment of sustainability-conscious consumers, given the rising scrutiny of fast fashion.

Key Themes in Sustainable Innovation in the Household

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Sustainable Households – Key Brands

A few leading brands offering innovative products and solutions for creating sustainable households are Biorestore, Essity, Cleancult, Ecover, Dirty Labs, Kurin, P&G, Unilever, and Safely among others.

Unilever: Unilever Brands Dirt Is Good (Persil in the UK) and Robijn have launched laundry sheets to the mass market for the first time. Laundry sheets are an alternative to washing detergents and capsules. Waste from over-dosage can be avoided since sheets can be halved for lighter loads or a second sheet can be used for larger or more stained loads. ‘Innovative, slow-release fragrance technology’ addresses criticisms of shorter-lasting scents compared to liquids or capsules. Furthermore, another Unilever brand Aromatel Rinde+ has launched a trio of sustainable household care products in Mexico. The trio comprises a new laundry detergent, fabric enhancer, and all-purpose cleaner with 100% recyclable packaging and a 70% reduction in plastic. The dilute-at-home feature allows for the downsizing of bottles which require six times fewer trucks to transport. Sustainable products and features, such as refillable household goods may be relatively underutilized in certain markets. If brands can align with consumer values and preferences within such markets, they can benefit from a first-mover advantage and gain a considerable market share.

Essity: Health and hygiene giant Essity has opened the world’s first production line for professional hygiene products using recycled food and beverage packaging as the raw material. Essity reuses 50% of France’s recycled food and beverage packaging and has expanded its Hondouville facility by 40% to accommodate the new production line. The recycled fiber, raw material is then used in the production of tissue products under the Tork brand, which operates on a business-to-business (B2B) basis selling hygiene products to professional organizations.  B2B brands can gain a competitive edge through recycled materials. A B2B focus on recycled materials can be a unique differentiator, reinforcing a brand image of sustainability for organizations throughout the supply chain which can be crucial in attracting sustainability-conscious consumers at the retail end.  

Key Brands Innovating for Sustainable Households

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Scope

• Brands should explore the use of enzymes in formulations to provide enhanced and more efficient cleaning capabilities, additional functionalities, and fabric life-extension qualities in laundry solutions, to improve overall sustainability.

• Household cleaning brands can benefit from researching how to incorporate non-toxic, environmentally-friendly ingredients into formulations.

• Ingredients enabling multi-functionality can benefit both brands and consumers from a sustainability standpoint. A product’s ability to restore and brighten fabrics, targets stains, and eliminate odors, reduces the need to purchase separate specialized solutions, reducing plastic waste.

Key Highlights

• Brands should explore the use of enzymes in formulations to provide enhanced and more efficient cleaning capabilities, additional functionalities, and fabric life-extension qualities in laundry solutions, to improve overall sustainability.
• Household cleaning brands can benefit from researching how to incorporate non-toxic, environment-friendly ingredients into formulations.
• Ingredients enabling multi-functionality can benefit both brands and consumers from a sustainability standpoint. A product’s ability to restore and brighten fabrics, target stains, and eliminate odors, reduces the need to purchase separate specialized solutions, reducing plastic waste.

Reasons to Buy

• Understand the challenges, opportunities, and successful strategies for specific companies to tap into what is 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.