Self-Care at Home

Delivery

This report comes in PPT.

Key takeaways

Self-care products are growing faster over time, with solid long-term drivers

In each industry, there are subcategories more closely associated to self-care at home where wellness has grown both in the marketing narrative but also clearly in sales via faster growth rates, seen over the pandemic but also looking at acceleration over the forecast period. The drivers behind this are sustained demographic, geopolitical, economic and social stress triggers.

Sensitivity in the home to unwelcome substances and practices is on the rise

We have become super-attuned to the chemistry we allow at home, exacerbated by pandemic over-exposure, rising allergy awareness and social media’s ability to scale boycotts. The list of ingredients considered “pro-health” and the list of materials and ingredients considered “toxic” are both growing, driving inclusion and sometimes exclusion in the market.

Consumers care, so brands that do not care miss out, and risk being left behind

We care for our homes, pets, plants and ourselves more than we used to - and we want our homes to care for us more as well. This is a chance for brands to bond with consumers within an emotive subject. The best defence for a mistake in this wellness space is time spent gaining strength and credibility in self-care. This is already forming premium range structure thinking.

The best solutions are yet to be found; this topic creates unmet needs for NPD

Self-care drivers are maturing and sometimes contradict one another, fomenting dissatisfaction with the home and life activity as it is now. Ideal solutions are yet to be found, and this creates fertile ground for value creation in innovation and proposition development. Priority levels of all self-care drivers should be mapped to better foster compromises and complete solutions.