Top Trends in Household Care & Laundry Products 2018: The latest trends in the air freshener, dishwashing product, general purpose household cleaner, laundry care, household paper towels, and pest control categories

"Top Trends in Household Care & Laundry Products 2018", is part of GlobalData's Top Trends series. It examines the key consumer behaviors that are shaping preferences within this space, and subsequently how this is translating into innovation and future opportunities.

This report outlines the key consumer and innovation trends currently impacting the core categories in the household care and laundry sector: air fresheners, dishwashing products, general purpose household cleaners, laundry care, household paper towels, and pest control. Trends explored in this research include the personalization of household care and laundry products, sensory and functional innovations, and the rediscovery of traditional ingredients.


– Consumers tend to seek household care and laundry products that suit their lifestyles, so keeping up with emerging consumer trends is crucial for innovation.

– The household care and laundry product sector is heavily linked to consumers' concerns about the environment, and creating innovations catering to the issue is important.

– Consumers are driven by functionality in their purchasing of household care and laundry products; offering innovations featuring high functionality is key.

– Although the market is functionality-driven, consumers are less engaged with shopping for products in this sector, so price and promotions are likely to be an important driver of purchase.

Reasons to buy

– Identify how brands can innovate to engage consumers as well as showcasing best-in-class innovation examples throughout.

– Learn what consumer behavior is driving innovation using GlobalData's latest consumer research.

– Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Companies mentioned




Dr Zoo

Warren London

Natures Menu

Wellness Pet Food

Vital Essentials

Rad Cat

Blue Buffalo



Lion Corp

Table of Contents

Table of Contents

Executive Summary

1. Introduction

2. Innovation Trends in Household Care and Laundry Products

Trend 1: Get personalized

Trend 2: Plant power

Trend 3: Inspiration swap

Trend 4: Evolving functionality

Trend 5: New traditional

3. The Future

4. Appendix


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