The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
Learn moreEuromonitor addresses your unique questions and challenges across all B2B and B2C industries and geographies through custom, tailor-made research projects, designed to your specific goals.
Learn moreAug 2018
US$1,325Added to Cart
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
Water scarcity is rising in strategic importance to the Consumer Appliances, Home Care and Apparel industries. This affects regions at a crisis level now, with a long-term growing impact on consumer psychology and key buying priorities. Water is an opportunity for brands to differentiate, positively impact consumer quality of life, and help fulfil a duty of care around a crisis. This topic affects the high growth emerging markets now - but long term, every market is impacted by scarcity.
Files are delivered directly into your account within a few minutes of purchase.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Toilets have been dependent on a large volume of water to work; particularly in a crisis, if users realise one flush could use 40% of their daily allocation the pressure on behaviour is dramatic. There is a growing market for products masking odours from delaying a urine-only flush, and there is a hole so far for cleaning/maintenance products aimed at low water domestic toilets. Low water facilities remain low penetration, and if emerging markets use the same inefficient toilets as deployed in US/Europe today, their water demands on treated mains water will get worse, not better.
Recycling showers double the saving from moving from bathing to normal showers. Penetration remains low for all low water applications. On the additive side, the trend is towards convenience-and style-orientated low water hair and body products. There is some stigma to overcome within this area, but the standards of personal hygiene needed socially shift strongly in a crisis. Low water facilities are not strongly penetrated.
Macro objectives involve extending the use-life of garments and increasing appliance penetration to impact total water. “One wash” superior performance and reduced rinse water using dispersant ingredients are the main water-saving claims inside existing formats. There are potential future game-changing technologies (HydroFinity in the home and Electrolux’s polymer patent). “Refresh” has value to deliver in this space.
Dishwashers are less adopted, seen as a luxury labour-saving appliance with usage misconceptions (a belief handwash is more efficient). Penetration and education remain macro considerations. There are repeat wash performance concerns lingering after the post-phosphate reformulation; the impact of rewash is greater than any gains from promoting more efficient appliances.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.