Reading this report, you will become better informed about what home care wellness products are in the market so far, the growing knowledge base in brain chemistry and hormones and practical applications, along with learnings from industries further ahead in the wellness trend.Lastly, we help map what the first steps look like, and the next areas on this journey that we believe to be worth exploring - both to exploit this fast-moving trend, but also to avoid being left behind.
This report comes in PPT.
Identifying mood triggers through chemistry and activity is increasingly the focus of ideation and development teams, with research and insights expanding rapidly. Innovations grounded in endocrine science, hormone analysis and the chemistry of positive emotions offer a powerful competitive advantage, particularly when it comes to advertising wellness benefits.
There are industries, such as beauty and personal care, that are already much further along the wellness journey. As wellness continues to grow in demand, we are seeing similarities in brand messaging across different sectors. Wellness leaders in related industries are testing their ability to enter the home care market, and a wave of direct-to-consumer brands is emerging.
Consumers are becoming more aware of the chemicals in their homes and how these chemicals can affect their health. This awareness has grown significantly, especially during the pandemic, due to increased exposure to chemicals. Ingredient exclusions often happen ahead of legislation. Non-toxic ingredient formulation is the minimum requirement for wellness.
At times of uncertainty and global unrest, home life priorities are shifting. With consumers being exposed to elevated levels of stress, self-care is emerging as part of the wellness narrative and is creating new value in the experience zone. In home care, positive mood enhancement via scent is creating value opportunities for brands' premium range.
Home care faces the challenge of innovating beyond its reliance on chemicals to achieve hygiene, with significant brand investment now being directed towards biotechnological solutions. Recent breakthroughs in plant-based enzymes and the growing space of microbial cleaning suggest that we are only witnessing the beginning of a much broader shift.
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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