Where Consumers Shop for Home Care

Delivery

This report comes in PPT.

Key findings

Pandemic shifting hygiene and health awareness

Consumers worldwide have developed greater health and hygiene consciousness, owing to the COVID-19 pandemic. This trend has influenced household cleaning routines and consumers’ purchasing decisions at point of sale. Across categories, this should continue to play an important role in home care, even though consumers have reduced the inflated demand observed in 2020.

Inflationary wave, impacts channels

Pandemic-related disruptions have caused supply chain constraints on raw materials and global logistics. In addition, the Russian-Ukrainian war is causing geopolitical instability globally, with escalating energy prices pushing up production costs. Consumers are more price sensitive, and are relying on promotions and discounts, contributing to the faster paced growth of discounters and warehouse clubs.

Changing lifestyles driving sales

Consumers are living more home-centred lifestyles, often with flexible working routines. Brands are driving growth by supporting them to maintain safe and clean environments. At the same time, self-care and wellness awareness constitute a key driver of purchasing decisions. In the forecast period, these changes will affect the way consumers shop and the way in which non-discretionary home care categories will tend to be prioritised.

Acceleration of e-commerce

E-commerce is leading the way in non-store channels, with consumers shifting their purchases from in-store to online. Heavy investment by retailers and manufacturers, coupled with innovation in terms of new online businesses, means that there is significant potential for further growth of the channel in home care over the forecast period.