Consumer demand for more natural products has been rising over the last couple of years and continued to grow in importance in 2018. However, demand for better education about chemicals is now also being seen in home care.
Reducing the amount of unnecessary chemicals in Danish homes has been a key recommendation from various bodies, including the Danish Ministry of Environment and different voices in the Danish media. In addition, many have been underlining the fact that free-from fragrance and generally more natural products are better for both people and the environment.
It was noticeable that in 2018 brands with a greener image enjoyed stronger consumer trust. At the same time, with the increasing popularity of more natural products, chemicals were increasingly being viewed negatively.
In 2018, several manufacturers put more natural products and sustainability at the heart of their new product development activities. However, one interesting observation is worth highlighting.
Today, natural claims count as a unique selling point, showing a brand cares about sustainability and protecting the environment. The natural trend in home care has just started to take off but resonates perfectly with other areas of life in Denmark.
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This industry report originates from Passport, our Home Care market research database.