Deep Research on ”The drive to live in a sterilized world is being reflected in innovations that offer more specialist cleaning solutions. This is supported by the interests of over half of consumers globally who say they favor functionality over “natural” claims in household care products.Scent has a powerful role as a consumer comforter, with 43% of shoppers globally saying they always opt for familiar scents.
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Beyond this, changing dynamics mean that fragrances now have a position of reassuring the consumer about the value of the product they are purchasing. Innovation in sustained release scents across the home care industry is adding a new route to premiumization, stepping beyond the indulgent trends that continue to dominate fragrance-driven sectors in particular.
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Over a fifth of consumers already use tools like apps or wearable devices to monitor the cleanliness of their surroundings, with a further third open to doing so in the future. “Top Trends in Household Care” seeks to explore the key trends and future opportunities that are being shaped by the changing consumer behaviors and needs in the household care space.
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