Home Care Beyond the Pandemic

January 2022

As the pandemic moves to endemic, tax increases and economic disruption arrive, home care is challenged with how it preserves resurgence forged during the pandemic. The industry is faced with two key challenges: Avoiding commoditisation in a changed economic and threat environment and how to defend against interlopers looking to align themselves to core industry values such as hygiene. The structure of the post-pandemic world and success within it will be based on the strategy deployed now.

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Key Findings

Post-Crisis Psychology

The pandemic has changed many consumers’ relationship with home care. Previously the industry had struggled to stake a claim to maintain its portion of domestic expenditure, the pandemic changed that and for the long term, there is no going back to pre-pandemic modes.

Home as Sanctuary

Linked to consumer psychology, the emergence of the home as sanctuary became a very potent feature of the pandemic for home care brands. Supporting consumers to maintain safe and clean environments post-pandemic should be a core brand focus.

Justifying Expenditure

Rarely discussed, there are clear indicators of significant economic looming. Inflation, spiralling energy bills, higher taxes will “up the ante” in terms of where consumers prioritise expenditure. Home care products have a much improved position on the back of the pandemic experience.

Sustainability Challenge

Progress at COP26 and a slew of environmental regulations means that home care, and its chemistry, is significantly exposed to change. Green economy transition will as big questions of how brands help improve domestic sustainability and maintaining uncompromising safety.

Competition

Nothing can be taken for granted. Hygiene has always been a strong suit for home care but there are a wide range of industries now looking to move into this space. In the post-pandemic world, competition will be less predictable and potentially come from anywhere.

Scope
Key findings
The World Beyond the Pandemic: The Big Picture
Future of Globalisation
Future of Work and Education
Future Priorities and Preferences
What does the World Beyond the Pandemic mean for Home Care
COVID-19 and its influence on Home Care
Routes to disruption
The 5-step consumer progression of COVID-19 for Home Care
Long-term impacts of COVID-19 on Home Care
Long-term impact on the industry (1)
Long-term impact on the industry (2)
Pandemic as a catalyst for wider economic and cultural shifts
Long-term impact on the industry (1)
Long-term impact on the industry (2)
Home economics gives way to home management theory
Long-term impact on the industry (1)
Long-term impact on the industry (2)
Hygiene ownership brings clear intent to a foggy notion
Long-term impact on the industry (1)
Long-term impact on the industry (2)
The ongoing battle over working from home
Long-term impact on the industry (1)
Long-term impact on the industry (2)
Day Zero example: Crisis forges irrevocable changes in behavioural group “norms”
Long-term impact on the industry (1)
Long-term impact on the industry (2)
Long-term impact on the industry (3)
Major behavioural shifts shaping long-term consumption

Digital Living

A multifactorial rise of e-commerce has kicked off
The implications of a growing install base of smart connected appliances
The Fabric Care Consumer System

Social and Environmental Responsibility

Sustainable development in home care (1)
Sustainable development in home care (2)
Cold water washing is entering the next stage
Shared values
Home as sanctuary trend will further manifest itself (1)
Home as sanctuary trend will further manifest itself (2)
Self-cleaning applications making their way into the home
Remote working supports home as sanctuary post-pandemic
An opportunity to prevent further decent into commoditisation? (1)
An opportunity to prevent further descent into commoditisation? (2)
New technologies, new opportunities
We are what we breathe (1)
We are what we breathe (2)
We are what we breathe (3)
Implications
Consumer experience for the long term
Yellow dust in South Korea (1)
Yellow dust in South Korea (2)
Day Zero
Challenges to overcome
Key areas of opportunities
Home care companies are meeting the needs of consumers using various strategies
Beko’s HygieneShield serves as example for hygiene being top of mind for R&D
iRobot and Bona with new partnership in growing market for robotic floor cleaning
Haier’s introduces auto-dosing detergent cartridges to Chinese consumers
Procter & Gamble continues to turn the dials on average wash temperatures
Henkel launches dishwashing tablets with cold wash claim
Home Care: The World Beyond the Pandemic
Key learnings for Home Care

conclusion

Reassessment
Become tomorrow’s next leader
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