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.
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.
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.
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.
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.
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.
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