2023 is going to be as challenging a year as any to remain competitive in a crowded household care marketplace. Is your brand doing what it takes to pay attention to what your consumers demand in their household care products, or are you sticking with tried and true offerings that simply aren’t connecting with today’s buyers?
Need states are product claims that motivate consumers to purchase and are essential for brands to pay attention to. Brands that want to remain relevant in a harsh industry need to pay close attention to the need states of their primary buyers. Otherwise, your product offerings will likely miss the point of what your consumers are asking you for.
We’ve analyzed 200 household care need states using our White Space AI tool to determine which direction your brand should take your R&D next. You’ll find our predictions for winning need states for 2023 below.
Deep Cleaning
Deep Cleaning is the first need state to make it onto our predicted winners’ list, with a 0.28 percent share of voice and an expected 107.40 percent growth rate in 2023. This is the only need state on our list that has a projected growth rate of over 100 percent, which puts it into a special tier of its own. Deep Cleaning household care products like this Clean Freak Mist With Lemon Zest from Mr. Clean are set to have a killer year as consumers get into spring cleaning mode.
Deodorizes
Nobody likes their home to be smelly or have an offputting odor, so it’s not too surprising to see a need state like Deodorizes gain traction next year. While Deodorizes currently only boasts a 0.03 percent share of voice, we expect products like this to gain significant market share over the next nine months, with 81.86% anticipated year-over-year growth. If your brand offers deodorizing products but hasn’t started marketing them as such, now’s the time to make a change.
Easy to Use
We all want products that make our lives easier, especially when it comes to monotonous or tedious tasks like cleaning up our homes. That’s why we feel it makes sense that Easy to Use products, which hold a 4.74 percent share of voice, are anticipated to grow at a noteworthy rate this year. Easy to Use is expected to be our third-best performing need state in 2023, with a 33.68 percent growth rate.
No Rinsing
No Rinsing is fourth on this list, with a 0.06 percent share of voice and a 28.16 percent expected growth rate for 2023. No Rinsing products like this No Rinse Sanitizer from Lysol will be great examples of successfully marketed products that should continue to see success with consumers for years to come.
Cleaning Power
Doesn’t everybody want their household cleaning products to have killer Cleaning Power? We imagine that’s the case, and the data says consumers definitely require Cleaning Power-focused products.
Even though Cleaning Power products only possess a 0.28 percent share of voice, our AI predicts an excellent growth year for this need state, with 22.47 percent growth expected in 2023. We discussed products with Cleaning Power in our blog about Fabric Care Need State Winners here.
Everyday Cleaner
Everyday Cleaners have a surprisingly low share of voice, at only 0.03 percent (tied with Deodorizes), but that won’t stop them from having a big year growth-wise. We project a 22.06 percent growth rate next year for products similar to these from Mrs. Meyer’s, so if your brand hasn’t already launched an Everyday Cleaner to address your consumers’ daily cleaning needs, you can jump on the trend now. It’s not too late!
Disposable
On-theme with convenience, which we’ve discussed plenty of times in our blog recently, consumers are looking for disposable products and don’t require refills. While this trend may contradict the overall sustainability theme we’re seeing in household care, convenience is still king. We expect Disposable products (0.14 percent share of voice) to pick up steam next year with a 20.07 percent expected growth rate.
Convenient
There’s the word of the hour…Convenient! Convenient products, designed to be no-hassle and easy to use for consumers, are addressing one of the major need states for consumers in just about every category you can think of. We predict that Convenient (0.55 percent share of voice) products that address consumers’ daily problems and needs will shine with an 18.87 percent expected growth rate in 2023.
Non-toxic
Household cleaning products can be unsafe if accidentally ingested, inhaled, or touched. With that in mind, consumers are desperate for options that are Non-toxic and safe to use, even around children or pets. Household care products like these that are considered Non-toxic — which holds a 0.36 percent share of voice — will do well next year, growing by 14.50 percent.
Versatile
We’re being a little bit generous, including Versatile on our list of predicted winning need states, because this particular need state only holds a 0.13 percent share of voice and is barely expected to grow next year. Our AI predicts only a 3.41 percent growth rate for Versatile household care products, perhaps because it’s a bit too vague and doesn’t explicitly tell consumers what it can do for them.
Need More Insights on Need States?
We produce content like this on our blog weekly to provide our readers with data-driven insights for their R&D strategies. If you haven’t been keeping up with us, now’s a great time to catch up and check out our recent content. Companies that work with Simporter see an uptick in their branding effectiveness — reach out today!
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.
