Product Innovation in Home Care

September 2024

This report utilises Euromonitor International’s new Passport Innovation portal to explore new launches and sub-brands in global home care. Three key innovation platforms are identified for global home care in 2023/2024, with product examples from large global e-commerce retailers over the last 12 months.

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Key findings
A disciplined and focused approach to innovation within home care, with a close eye on ROI

The global home care industry is unlikely to experience an increase in the number of new products introduced over the next 12 months. Instead, producers are expected to streamline portfolios and operations to control costs while simultaneously increasing marketing spending on new product activations for a smaller number of innovations within key brands. Recent brand activity speaks to a more conscious and consumer-centric approach to innovation focused on common themes and preferences in mind.

Balanced, incremental innovation - complementing long-term whitespace for consumer need states

Successful innovation within the home care industry will have to be aimed at adding value to existing home care occasions and need states rather than investment that cannibalises existing products. Whitespace will include premium functional fragrances without failing to honour existing consumer preferences for product performance and convenience. The use of mood-enhancing and natural ingredients within the wider wellness trend, constitutes a promising area of development for future innovation with an evident link to sustainability. 

High-impact innovation across all price tiers promises consumption uptake in tense economic climate

Not all innovations within home care need to re-invent the category. Brands can have an outsized impact through the effective use of price segmentation with targeted fragrance innovations and promotions that are amplified through social media channels. Evolving and refreshing brands through cost-effective seasonal fragrance or creative and convenient packaging can still produce strong results, as evidenced by a variety of new launches in the premium price segment.

Summary 1 innovation in home care
Passport Innovation: what's covered?
Key findings
Home care innovation overview by country
Home care innovation overview by category
Home care innovation overview by retailer
Leading supplier profiles: industry leaders count on consumer-centric product superiority
Top three innovation trends in home care
The rise of wellness: uncovering unmet potential in self-care
Unlocking premium opportunities in wellness through functional claims and plant-based
Innovation examples: tapping into an emotionally resonant zone
Brand extension profile: Febreze extends market leadership through mood-boosting claims
Linking sustainability with cost-saving is unlocking value in home care
Cold wash unlocks sustainability, addresses cost-of-living crisis and grows consumer base
Innovation examples: hitting the sweet spot – cold and quick wash as a value multiplier
Brand extension profile: comfort utilises consumer insights to innovate in laundry additives
Industry players opt for a more consumer-centric and holistic approach to innovation
Brands reinvent to tackle downtrading and volume declines amidst economic tensions
Innovation examples: unlocking growth through purpose-driven novelty
Brand extension profile: Tide Evo introduces tile format to laundry detergents category
Recommendations: How to unlock value in a complex market environment
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