Growth in home care is increasingly driven by changing household behaviours and expectations. This report examines five key developments: the influence of pets on cleaning routines, richer consumer understanding through connected systems, stronger demand for experience-led products, growing interest in healthier home environments, and the rising importance of convenience. These shifts are creating new pathways for innovation, differentiation and category growth.
Delivery
This report comes in PPT.
Key findings
From scrub to smart: The tech evolution of cleaning
The rise of smart homes is fuelling demand for intelligent and compatible cleaning solutions that work with AI, robotics and automation. Personalised, sensor-driven cleaning requires ultra-efficient and concentrated products, while connected appliances and robotic cleaners are reshaping consumption and brand loyalty in the industry.
Cool and quick: A wash cycle revolution
Consumers increasingly prefer cold and quick laundry for convenience and environmental reasons, driven by lifestyle, costs and regulations. However, this trend, alongside liquid detergents and synthetics, can impact hygiene, requiring more effective wash processes and better consumer understanding.
The mindful clean: Wellness-driven cleaning solutions rise
Home's increasing role in wellbeing is boosting demand for self-care and wellness products. With a preference for natural ingredients and hormone health awareness, brands can innovate wellness solutions, and solutions are starting to emerge across home care categories. Ignoring this risks losing market share.
Private label and DTC: Two rising forces challenging big brands
Private label and DTC brands are increasingly challenging big brands by offering good value and direct relationships. Consumers trust private label for comparable quality at better prices, while DTC brands build loyalty with unique products and personalisation. Ignoring these trends risks market share and relevance.
The eco reckoning: Water and microplastics in focus
The laundry industry increasingly must tackle water scarcity and microplastic pollution, driven by environmental awareness and scientific findings. Water-intensive practices are unsustainable, and microplastic dangers are concerning. Addressing these issues requires innovation in water-saving products and microplastic reduction.
Our expert’s view of Home Care in 2026
Key findings
Much of future industry growth will be driven by developing markets
Top five trends in Home Care
Top five trends uncovered
Pet-friendly cleaning: from hygiene problem to household care ritual
Mrs. Meyer’s turns pet accidents into moments of connection
Singapore-based ECOPETS has found success in offering pet-friendly cleaning solutions
Pet-specific cleaning holds significant growth and premiumisation potential
Leading brands are turning a deeper understanding of everyday usage into innovation
Unilever: Ramps up AI capabilities to improve R&D agility and product discovery
Henkel Smartwash leverages in-use data to redesign laundry around real behaviour
Unilever uses AI to translate data into faster innovation and improved outcomes
Consumer understanding enters a new era
Consumer choice is increasingly influenced by relevance, identity and experience
Downy Boutique Botanicals translates laundry into a fragrance-led lifestyle experience
P&G’s Mr. Clean repositions shower cleaning as part of a beauty ritual
Brands that manage to create emotional resonance hold the key to unlocking growth
Non-toxic moves from niche to mainstream in home care
Unilever’s Cif Infinite Clean supports cleaning in pet-driven environments
Branch Basics scales human-safe cleaning as a mainstream health proposition
Showcase health-driven outcomes and science-backed non-toxicity
Juggling work and home: the time squeeze on domestic tasks is intensifying (again)
Dawn Powerwash eliminates cleaning steps helping consumers to save time
Following its initial launch in the UK, Unilever rolls out quick wash detergent globally
Unlock growth by innovating for a time-poor world
Future implications
Opportunities for growth
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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