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Top Trends in Household Care; Exploring the air freshener, dishwashing product, general purpose household cleaner, laundry care, household paper towels, and pest control categories

Top Trends in Household Care; Exploring the air freshener, dishwashing product, general purpose household cleaner, laundry care, household paper towels, and pest control categories

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Executive Summary

Spanning the air freshener, dishwashing product, general purpose household cleaner, laundry care, household paper towels, and pest control categories, the household care market is diverse and has high relevance to many consumer niches. Current, and promising, market trends center on an interest in targeted functionality, more complex scent offerings, and the leveraging of technology to create a more compelling user experience.

Key Findings

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. 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.

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.

CONSUMER INSIGHT: Data analyzed from Canadeans consumer surveys delivers a clear picture of the global consumer in relation to the hot drinks categories.

TRENDS: Understand the key consumer and innovation trends impacting the global market and analyze the key implications across packaging, formulation, and positioning.

INNOVATION: See the best examples of innovation and recommendations for brands operating in the market.

Reasons To Buy

Identify the key consumer behaviors shaping the household care space and resulting trends.

Gain specific insight and implications into each household care category.

Analyze key innovation approaches in household care globally.


2. Innovation Trends in Household Care

Sterilization Specialization

Fragrance Economy

Smart Care


Planet Kind

3. Conclusions

4. Appendix

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Air Wick




Pinalen Max

Fresh Step


Maxo Genius



Estrella (bleach product)

Scrub Daddy




Eco Olea

Household Care, Laundry, Cleaning, Sterilized Society, Multifunctional, Multifunctionality, Fragrance, Air Care, Smart, Sustainable, Eco-friendly

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