Brands that aim to stay ahead of their competition need to pay attention to tons of different factors regarding the R&D of their products. We’ve covered a wide variety of topics in our blog, but today’s focus is on Household Care themes. Consumers go through phases where they have a deep desire or need for household products to fit into their preferred lifestyle, so pay attention to which themes are gaining traction and which ones are losing favor with buyers.
We’ve analyzed 21 household care themes using our White Space AI tool to determine which direction your brand should take your R&D next. You’ll find our predictions for three winning and three losing themes for 2023 below.
Plant Based
Plant Based is clearly a big winner here in 2023, as we expect it to have by far the most significant growth rate among the options we’ll discuss in this blog. Household care products made with Plant Based ingredients (0.08 percent share of voice) are projected to see an astounding 136.03 percent growth rate for the rest of the next year.
As younger consumers continue to hold more buying power, it makes sense that Plant Based products outside of just food items are starting to gain traction. Gen Z and younger Millennials prefer healthier, natural options over artificial ones, which is definitely on-trend.
Brands like Method are leading the charge with their line of household cleaning products that are mostly Plant Based, just like this one. If your brand hasn’t made the pivot to Plant Based, this is your year to make the change. You won’t regret it.
Eco Friendly
Like Plant Based, Eco Friendly products are very on-theme the next year. With a 0.16 percent current share of voice, Eco Friendly household care offerings will see a spike in popularity, with a 44.10 percent expected growth rate for the remainder of the next year. Like we covered in our post about Predicted Winning Natural Themes for Fabric Care products, anything to do with improving, saving, or protecting the environment has become top of mind for consumers globally.
All Natural
Anything All Natural is flying off the shelves these days as consumers continue to steer clear of anything that they may perceive as artificial or containing harmful chemicals and additives. All Natural products (0.22 percent share of voice) sold by brands like Seventh Generation are focused on branding their offerings around being safe to use for consumers. This is why we expect All Natural to be our third winning theme on this list, with a 12.16 percent growth rate the next year.
Biodegradable
Now we’re onto the predicted losers for 2023. Even though Biodegradeable — 0.10 percent share of voice — feels on theme with the other themes mentioned as predicted winners, it will not do too well this year with consumers. We anticipate that Biodegradeable options sold by companies like Grove will see a downturn in popularity, with a negative 13.47 percent growth rate expected for the next year. Consumers still care about using Biodegradeable products and protecting the earth, but it’s not being prioritized in the same way that Plant Based products are.
Environmental
Environmental is our second predicted loser on this list, with an anticipated negative 34.81 percent growth rate the next year. Household care products labeled or marketed as Environmental will see the already slim 0.03 percent share of voice they hold shrink to something even less significant.
Even though Environmental seems as if it’ll do pretty well in 2023 when it comes to Fabric care themes, it may not see as much success on the household care product side of things. Environmentally focused brands have to toe a fine line to make sure their marketing strategies don’t accidentally emphasize the wrong side of Environmental.
Fume Free
Consumers love their products to smell great (we covered this topic in greater detail for our blog about luxury fragrances), so Fume Free (0.04 percent share of voice) is on its way out when it comes to household care products. This doesn’t necessarily mean that consumers want their products to be overwhelmingly powerful, but they may not necessarily be seeking out Fume Free options as they have in years past. We anticipate that Fume Free will be one of the biggest losers the next year, with a negative 60.85 percent growth rate.
Final Thoughts on Themes
While the data can be a bit cloudy, we recommend that brands pay close attention to the high-level theme changes occurring here in 2023. Stay away from Fume Free, focus on Plant Based, and your brand should see tremendous growth and success the next year and beyond.
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.
