Home care brands prioritise wellness, energy efficiency in new products

Sustainability remains a key focus.

Home care brands are prioritising wellness and energy efficiency in their 2024 product innovations, according to Euromonitor International.

Major companies like Procter & Gamble and Unilever are reducing their brand portfolios, focusing on fewer, more innovative product launches. Euromonitor’s Innovation Tracker reported a 23% decline in new brand and sub-brand launches this year.

With sustainability becoming a driving factor, brands are increasingly promoting products that not only meet consumer demand for energy efficiency but also align with broader environmental commitments.

Typically, major brands test new products in the US and Western Europe before expanding to other regions, whilst smaller brands focus on local markets, the report noted.

Consumers are increasingly looking for wellness-focused, natural products in home care. Brands are responding by reducing the use of artificial chemicals and offering biologically inspired alternatives. Therapy Clean, a US-based brand, has grown its product range, offering plant-based cleaners with mood-boosting claims. Since its launch in 2022, the brand has expanded into markets in Europe, including France, Spain, and Germany.

Sustainability continues to be a significant driver in product development, particularly in laundry care. As economic pressures persist, consumers are increasingly adopting low-temperature washing due to its energy-saving benefits.

For brands, there are two main incentives to invest in cold wash technology, including reducing carbon emissions to meet sustainability targets and addressing the stagnation in global household washing machine penetration. Euromonitor data showed that global household ownership of washing machines is reaching its limit, making it essential for brands to innovate in ways that align with changing consumer habits.

In response, Unilever introduced Persil Wonder Wash in April 2024, a detergent designed for cold and short cycles that promises an effective clean in just 15 minutes. Meanwhile, Procter & Gamble’s Ariel brand launched a cold wash concentrate in Austria, claiming energy savings of up to 60%.

The report projects that home care innovation will continue to focus on wellness and sustainability, with brands streamlining their portfolios and adopting more selective innovation strategies. Product innovation will also be crucial for expanding market reach and meeting consumer demand for more eco-friendly, energy-efficient solutions.