Making a big branding mistake on a new product release can sink your company’s reputation and credibility. So, paying attention to both the positive and negative feedback your consumers put out on social media can help you avoid making a significant error in your R&D. Consumers have needs that change consistently, so we’re here to help you sift through all the data to determine which directions to go in, or not. We’ve already covered predicted winners for household care need states in our most recent blog, so here are our 2023 Household Care Need State Predicted Losers.
What are need states? Need states are product claims that motivate consumers to purchase and are essential for brands to pay attention to. Or, in today’s blog, these are the need states your brand should perhaps avoid altogether next year. We’ve analyzed 200 household care need states using our White Space AI tool to determine which need states your brand doesn’t need to address in your product lineup next year. You’ll find our predictions for losing need states for 2023 below.
Antibacterial
Sitting atop our list of predicted losers for 2023 is a need state that performed very well over the last two years throughout the pandemic. Antibacterial (0.14 percent share of voice) will finally lose momentum now that our lives are returning to some sense of normalcy. Antibacterial products like this Bona PowerPlus® Antibacterial Hard-Surface Floor Cleaner should suffer a bit of a pullback in consumer interest next year, as their needs are pivoting to other things like Deep Cleaning. Our largest predicted negative growth rate at negative 64.12 percent projected.
Disinfects
Any product that suggests it Disinfects will also experience a decline in popularity throughout the rest of next year. With a 0.20 percent share of voice, Disinfects is a need state that we predict will experience 42.21 percent negative growth in 2023. This is probably due to similar factors as what we mentioned above for Antibacterial — people are simply less concerned about germs than at the beginning of the COVID-19 pandemic. They aren’t prioritizing products (like this Disinfecting spray from Clorox) that emphasize the use of disinfectants.
Mold Remover
Nobody likes mold, but that doesn’t mean household care products like this one, branded as Mold Removers, will perform exceptionally well with consumers next year. Mold Remover (0.03 percent share of voice) is third on our list, with an anticipated 27.56 percent negative growth rate next year. We believe this is due to the weather improving as we head into spring. Doors and windows can be left open more frequently, reducing the potential for mold to grow in cold, damp environments throughout Winter.
Foaming Action
Everyone loves a good Foaming Action hand soap, but our data shows that from a consumer need perspective, Foaming Action is no longer the way to go when marketing your household care products. We project a 26.47 percent negative growth rate that will eat into Foaming Action’s already minuscule 0.03 percent share of voice.
Heavy Duty
Heavy Duty household care products, such as this SC Johnson Professional® Heavy Duty Neutral Floor Cleaner, are set to experience a negative growth rate of 18.14 percent next year, which will reduce Heavy Duty’s footprint among need states in the category. We believe that Heavy Duty isn’t a very consumer-friendly way to market your household products because it can deter those looking for a daily, multi-purpose solution because it may sound overbearing.
Protection
Many floor cleaners, countertop cleaners, and other household products are branded to offer Protection to your home. Whether that Protection comes in the form of being antibacterial or otherwise, Protection isn’t something consumers are demonstrating a need for these days. Our AI predicts a rough remainder of 2023 for Protection-focused products like Scotchgard’s™ Premium Countertop Cleaner & Protector need to consider a rebrand before it’s too late.
Dries Fast
Convenience is key. We’ve said it before, and we’ll say it again. But, when it comes to household care products, the data shows us that products branded as Dries Fast address a need that isn’t there for most consumers right now. Only 0.04 percent of the market talks about Dries Fast, and we expect a 16.47 percent negative growth rate for the rest of next year.
No Scrubbing
No Scrubbing — with a 0.27 percent share of voice — sounds like it would make a product more appealing to consumers, but our AI suggests otherwise. Anything branded as No Scrubbing products like these from Wet & Forget is likely being overlooked by your consumers because they’re more focused on need states that are a bit broader, like Easy to Use. We anticipate a negative 13.42 percent growth rate for No Scrubbing in 2023.
No Bleach
Consumers are turned off by products being marketed to them as containing No Bleach (0.04 percent share of voice). Even though bleach can be highly toxic (we highlighted that non-toxic products will perform well next year in our blog about need state winners), it’s been popular throughout the pandemic because of its known ability to kill the COVID-19 virus. So, even though brands like Force of Nature offer No Bleach products that can also fight bacteria, consumers aren’t interested.
Streak-free Shine
Streak-free Shine, something we see mentioned frequently on Windex bottles, is surprisingly a predicted loser as far as need states are concerned. Our data shows that Streak-free Shine products — currently boasting only a 0.03 percent share of voice — are going to slightly decline in popularity next year, with a negative 8.14 percent growth rate.
Avoid These Need States, and Your Consumers Will Thank You
It’s not easy to rebrand a product lineup. Still, if you’re able to make reasonable tweaks to your marketing, labeling, and product positioning, you can make a big difference in the eyes of your consumers. We advise avoiding the need states above if you want to make a significant impression on your customer base next year.
For more insights on home and fabric care 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.
