Household care category has shifted from disinfection and sterilization to routine cleaning and odor removal. Despite being hyperfocused on germs and disinfecting everything in sight during the pandemic, consumers are foregoing their disinfecting routines and settling into regular household care routines. Brands must maintain a pulse on consumer preferences for their favorite household care products, especially as interest stabilized to pre-pandemic norms.
If you want to learn more about products we predict will be trending in 2023, read our Household Cleaner’s Predicted Winner’s List here.
Breaking down the data
The graphic below breaks down ten household care categories we believe possess the lowest potential for growth across 2023. Household Care category opportunity scores are determined by looking at both share of voice (a leading indicator of market share) and year-over-year growth rate.
Disinfecting Wipes
Taking the top spot on our predicted loser’s list for 2023, Disinfecting Wipes like these ones from Clorox (0.15 share of voice)will see the highest negative growth rate of all the categories on our list. We’re not surprised to predict a negative 42.35 percent growth trajectory because it would be nearly impossible to maintain the level of performance disinfecting wipes experiences during the pandemic. For almost two years, disinfecting was top-of-mind, but we predict demand will continue to decline for this previously hot category.
Disinfectant Spray
Disinfectant Spray is not far behind Disinfecting Wipes. This alternative form of disinfectant will also not be able to maintain the success it experiences at the height of the pandemic. So, don’t be alarmed to see this category decline 32.67 percent despite its modest 0.11 percent share of voice. Disinfecting Sprays like Lysol’s Classic Bathroom Disinfectant Spray will still be popular, but they just won’t be as sought after as they were over the past two years.
Window Cleaner
Our AI models predict a tough 2023 for Window Cleaning products, which hold a relatively small 0.09 percent share of voice. With a negative 23.89 percent growth potential, products specifically designed for window cleaning won’t be trending. Even progressive household care companies like Blueland will have to scale back their development of products like this Glass + Mirror Starter Set.
All-Purpose Cleaner
Following the pattern of the other categories on our predicted loser’s list, All-Purpose Cleaners (even ones like this from significant household brand names like OxiClean) will experience negative 23.19 percent year-over-year growth. Even though the category holds an impressive 0.34 percent share of voice in a very competitive industry, it won’t continue growing at the same pace. Consumers will still purchase All-Purpose Cleaners; they just won’t be hyper-focused on it in the same way they have been for two-three years.
Curtain Cleaner
Curtain Cleaner products are niche and not necessarily part of your everyday consumer’s household cleaning routine. With the smallest share of voice on the list (0.04 percent), Curtain Cleaners will not dominate consumer conversations the way Bathroom or Rug Cleaners will. For more on trending household care categories for 2023, read our blog.
Multi-surface
Multi-surface is another way to describe All-Purpose Cleaners, but its presence on our predicted loser’s list does tell us something. Regardless of what terminology consumers are using, they’re not shopping for Multipurpose products at the same rate as during the pandemic.
Companies like Groves may want to take notice of this rising theme and pivot their resources to alternative products instead of marketing ones like this. The team here at Simporter predicts a negative 17.10 percent growth trajectory for this category, which holds a 0.08 percent share of voice.
Cooktop Cleaner
Like Curtain Cleaners above, Cooktop Cleaners (0.14 percent share of voice) like this one from Weiman won’t grow at the same rate as in previous years as consumers shift their attention to heavy-use and routine household care products. We forecast a negative 16.53 percent growth rate for Cooktop Cleaning products. While this category certainly isn’t going anywhere anytime soon, it won’t gain consumer attention as other categories will.
Cleaning Cloth
Cleaning Cloths (0.05 percent share of voice) will experience negative 15.11 percent growth across 2023. It’s interesting to note that while Cleaning Cloths (like this) won’t be trending in 2023, Cleaning Pads will see year-over-year growth.
Consumers will be changing the language they use to describe the types of cleaning products they like the most. So, as you refine your product development strategies for 2023, note the words consumers use and how those words shift over time.
Kitchen Cleaner
Kitchen Cleaners take the penultimate spot on our predicted loser’s list. This common household care category (0.08 percent share of voice) will have slightly negative year-over-year growth at 10.56 percent.
People will inevitably spend more time at work or eating out, away from home and their kitchen. So, while Kitchen Cleaners like this Lysol Kitchen Pro Antibacterial Cleaner are always going to remain household staples, they may
Glass Cleaner
Like its counterpart, Window Cleaner, Glass Cleaners (0.20 percent share of voice) will see a relatively flat performance across 2023 with a negative 3.69 percent growth outlook. While consumers went crazy for nearly every other cleaning product during the pandemic, Glass Cleaner, even from brands like Windex, usually wasn’t at the top of the list. So, while we predict this category will see slightly negative growth, we attribute this decline primarily to noise in the market.
Household Care Categories like Disinfecting Wipes, Disinfectant Spray, and Window Cleaners seem to be declining, but don’t count these products out. They will still be popular as we attribute much of their decline to noise in the market.
For more insights on luxury cosmetics trends, check out our recent webinar here. If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website.
