Home Care Industry Trends

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Home Care Industry Trends


Consumer trends, needs and wants when it comes to cleaning products have proven to be dynamic through the years. Service providers who wish to excel in the cleaning industry must keenly understand and model cleaning products that are in line with consumer needs in 2020 and beyond.

Eco-responsible Products

  • As the world is going green, consumers are looking for cleaning products that are green and socially responsible, through sustainable practices. Younger customers are particularly strict about these values.
  • There are many ways that manufacturers of cleaning products can embrace eco-responsibility when manufacturing their products. Minimizing packaging and use of plastics, however, is one of the biggest ways that manufacturers can prove social and eco-responsibility.
  • Through the years, cleaning products have been responsible for urban pollution. Eco-responsible cleaning products “should not be harmful to the environment.” Thus, manufacturers should avoid using ingredients that may harm the environment through water and air pollution. These chemicals pose a danger to not only human and animal life, but also plants, leading to massive vegetation and decays.
  • Consumers are also looking for cleaning products with low levels of volatile organic compounds (VOC). According to research, cleaning products contain synthetics that contribute to immense levels of VOC in air, which is poisonous to the environment, albeit in small doses.
  • Eco-friendly cleaning products do not test on animals. Today, consumers are not only concerned about buying cleaning brands that do not contain microbeads and microplastics, they are also looking for cleaning products that are not cruel to animals

Value for Money


  • Other than for environmental reasons, consumers are concerned about the composition of their cleaning product in line with their need for cleaning products that embrace safety measures. A study done by GMA shows that out of 10 consumers, seven buy a product based on its label, while 8 out of 10, are likely to check the ingredients first, before buying the product.
  • With a wide array of cleaning products in the market, customers are wary of hazardous cleaning products. Thus, consumers are looking for Safety Data Sheet (SDS) in line with OSHA guidelines, to ensure that they only buy cleaning products that are not only effective but also safe.
  • Today, consumers continue to be more concerned about the composition elements of a cleaning product, by running the list of ingredients through the Environmental Working Group’s Guide to Healthy Cleaning. Consumers understand that one harmful chemical can go by different other names. Thus, in 2020, consumers are not looking just for labels, but safe cleaning products.
  • In line with safety measures in cleaning products, a study carried out by Snipp Interactive indicates that 94% of consumers are likely to be loyal to a cleaning product if the brand is transparent, while 39% would switch to brands that are clear, accurate and transparent about product information
  • Cleaning product consumers in the US have become more conscious about the products they buy and particularly the chemicals used in cleaning products. Thus, industries have been put under immense pressure to be transparent about the ingredients and formulations used in cleaning products

Machine-friendly Cleaning Products



  • Customers are more concerned about the ingredients used to make home care products. Manufacturers of household cleaning products are aware of this and have responded by providing consumers with more information regarding ingredients used in their products.
  • Procter & Gamble, Clorox, SC Johnson & Son, and Unilever are some companies at the forefront in providing more ingredient information on their products now more than ever.

Procter & Gamble (P&G)

  • In 2017, P&G announced that it had planned to list “all fragrance ingredients down to 0.01 percent on its website by the end of 2019.” To further show commitment to its promise towards ingredients transparency, the company listed more than 3,500 of its products on SmartLabel. This was a clear indication that the company was making informed decisions based on consumer needs.


  • In 2018, Clorox, an American global manufacturer and marketer of professional and consumer goods, announced that it would provide ingredients information on all its 350 households registered disinfecting products, which are sold in the United States. This is in addition to the "300 professional and household products that are nonregistered covered under California’s Cleaning Product Right to Know the law.
  • The provision of this ingredients information will occur over time starting this year (2020) as the labels are submitted to regulatory authorities for the required review and approval.
  • In addition to providing ingredients information on its household products’ labels, Clorox is choosing “the most comprehensive of the labeling options within the California law, disclosure of all its intentionally added ingredients on the labels of relevant products.”

SC Johnson

  • On January 8, 2019, SC Johnson, an American manufacturer of consumer chemicals and household cleaning supplies announced that it would be expanding its 2009 ingredient transparency program to Latin America.
  • Until recently, the company had only disclosed product-specific fragrance ingredients.
  • Both SC Johnson and Clorox have partnered with Grocery Manufacturers Association (GMA) and other stakeholders in the industry to develop and implement an online portal, SmartLabel.


  • By the end of 2018, Unilever had delivered its promise for “enhanced ingredients transparency for its home, beauty, and personal care products.”
  • For over "3,000 Unilever home, beauty, and personal care products, consumers across the US and Europe can view fragrance ingredient information."
  • Consumers can also access in-depth ingredient and product information beyond the label and regulatory requirements via online platforms. ‘What’s in our Products’ is a section on the company’s website where customers in Europe can access detailed ingredients and product information. US consumers can use SmartLabel, an online portal to access ingredient information.

Seventh Generation

  • According to Martin Wolf, Seventh Generation’s Sustainability and Authenticity Director, the cleaning industry is “the second least-trusted industry after financial services.” For this reason, the cleaning industry can and should create trust through transparency.
  • Wolf’s sentiments are in line with Mintel analyst Jamie Rosenberg data, which states that 71-82% of surface cleaner users across Europe feel that brands should disclose how safe the ingredients used in manufacturing their products are. In the US, 70% of buyers use app and phones at the point of purchase to scrutinize product ingredients.

Going Green

  • As the world embraces eco-friendly manufacturing and logistics, home care and cleaning products industry has not been left behind. From the growing concern of customers on plastic waste brought about by personal care and home care brands, the stakeholders in this industry have turned to the development of green packaging.

Environmentally-friendly Packaging

Environmentally-friendly Ingredients

  • Apart from using eco-friendly packaging, detergents and home care products manufacturers have gone a step further to use environmentally-friendly ingredients.
  • An array of sustainable and natural materials are already in use in the personal care industry. For example, green surfactants are being made from renewable feedstock by home care and detergent companies.
  • Although sustainable coconut and palm oil have been in use for many years, there are new emerging sources. Croda, for example, launched its surfactants made from biomass and “certified according to the USDA BioPreferred program.”
  • Unilever also launched The Love, Home, and Planet, a dedicated brand of green home care products in 2019. The range of dish, surface, and dish cleaning products are packaged in recycled plastic and made from plant-based ingredients.
  • SC Johnson, on the other hand, expanded line of laundry detergents for use in cold water washes. These detergents ensure that energy, which could lead to environmental pollution, is not used to heat water meant for laundry around the home.

Technology & Data