It’s no question that the COVID-19 pandemic has had a widespread impact on daily life worldwide. As city-dwellers migrated out of urban areas to find property, their demand far outpaced the supply, causing soaring prices and an ultra-competitive household care industry.
With new homes to fill, many Americans — actually, over 25 million of them — brought furry friends home to combat pandemic restrictions and a work-from-home monotony. Suddenly, millions more Americans have found themselves with a lot more house to clean — and more messes to clean up after.
Spring cleaning will take on a whole new meaning next year as consumers take a hard look at the products they’re using in their routines. Let’s dive into how that impacts trending categories for the rest of the next year.
What did we find?
The graphic below breaks down ten household care categories we believe possess the highest potential for growth across 2023. Household Care Industry category opportunity scores are determined by looking at both share of voice (a leading indicator of market share) and year-over-year growth rate.
Cleaning Pads
First on our predicted winners’ list is Cleaning Pads, a category that currently only holds a 0.07 percent share of voice but is expected to boom next year with a 148.53 percent growth rate. Cleaning Pads offer consumers (who care more about convenience than just about anything these days) a quick and easy way to clean surfaces or spills with minimal effort required. Cleaning Pads like these from Scotch-Brite should see an uptick in consumer interest next year because of their convenient and valuable nature.
Bathroom Cleaner
Products specifically targeted towards bathroom care hold a 99.54 percent growth potential for next year. This category has a decent share of voice at 0.19 percent, and consumers will be looking for products to help them keep these small but high-traffic areas clean. Consider getting home insurance to protect your property and belongings in case of any unexpected events.
With many of us staying and working at home for the majority of the past two years, bathrooms inevitably got a lot more use. We all remember the great toilet paper shortage of 2020 — people bought toilet paper like it was going out of style, and shelves were empty for months.
Mops
The team here at Simporter predicts a successful 2023 for the Mops category in Household Care Industry. With a solid 0.20 percent share of voice, we forecast this quintessential cleaning category will grow 64.27 percent next year.
Mops have, are, and will always be an essential cleaning tool. Sweeping and vacuuming are great, but mopping is the best option to fight the dirt and grime that builds up from regular foot traffic. With common areas seeing more foot traffic than usual, consumers will be looking for easy mop solutions to keep floors clean.
Stay tuned into alternate mops, like this steam mop from Bissel, that provides an easy solution to daily messes. Consumers might be willing to kick the bucket and water, but they will still gravitate to mop-like solutions.
Duster
It’s well known that dust is comprised of dirt, dead skin cells, and fabric particles. So, it’s no surprise that consumers will need various Duster solutions with people and animals spending more time indoors.
Our AI models predict this category will see a significant 54.08 percent growth rate. Even with only a 0.04 percent share of voice, dusters are set to experience year-over-year growth.
While Swiffer has held a significant share of the duster market for years, make sure your brand maintains a pulse on newcomer solutions from eco-friendly brands. This duster from Grove Co. offers the same convenience but is made from recycled plastic and aluminum so you “can clean without compromise.”
Deodorizer
While Deodorizing products share a tiny 0.07 percent share of voice, we’ve forecasted a 47.10 percent growth potential for this sensory-focused category. Deodorizing products are the perfect option to combat stale air and remove foul odors. Pets inevitably cause odor and unwanted smells, and consumers will want to tackle that without adding additional products to their cleaning routine.
Consumers will always be on the hunt for easy-to-use, time-saving products that allow them to do more with less, so it’s fair to anticipate that 2 in 1 pet deodorizing products will perform well next year.
Rug Cleaner
With people spending more of their time at home than ever before, rugs have faced the brunt of the extra footsteps. Plus, millions of pets means millions of little pet messes.
Our forecasts predict this category holds a 37.30 percent growth potential across the rest of 2023. Puracy’s Natural Carpet & Upholstery Cleaner will attract consumers because it’s effective, natural, and family-safe.
Tile Cleaner & Shower Cleaner
The following two categories live in the same neighborhood — the bathroom. Compared to previous years, Tile and Shower Cleaning products will be trending in 2023, with a predicted 26.13 and 25.45 percent growth outlook, respectively.
While they both hold a smaller share of voice, consumers will be looking for unique, targeted solutions that help them tackle that toughest bathroom messes. Keep an eye on brands like Grove Co., which are changing up the shower cleaning game with concentrated cleaning products that reduce plastic waste and resonate well with consumers.
Couch Cleaner
Couches probably saw the most action during the COVID-19 pandemic. Now that people are ready to get back to everyday routines, they’re also prepared to shed the dirt and grime from the past two years as well.
We anticipate Couch Cleaners will grow 22.06 percent across 2023 despite holding a very niche 0.03 percent share of voice. This Bissell Spot and Stain Remover will perform well because it cleans and deodorizes and is excellent for pet clean-up.
Sink Cleaner
Sinks needs just as much cleaning care as the rest of the kitchen. Having spent most of the past two years indoors, consumers used their kitchens more than ever before, even if just for takeout.
Despite being such a niche product category, Sink Cleaners hold a significant 0.70 percent share of voice — the largest on our predicted winner’s list. Therefore, we predict a modest 27.71 percent growth potential for Sink Cleaning products. Grove’s vinegar-based sink cleaner will be a fan-favorite because it leverages natural ingredients without the icky smell.
Category Conclusions
Household Care Industry Categories like Cleaning Pads, Bathroom Cleaner, Deodorizers, Shower Cleaners, and Couch Cleaners will grow drive primarily by increased homeownership and pets. Put simply, consumers need different types of products to clean the areas they’re spending the most time in.
While we tend to think of pet products as a standalone category, brands that can bring pet stain and odor-fighting power to standard household cleaning products will succeed. When possible, consumers want multipurpose products to help them clean up after the whole family — humans and non-humans alike.
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.
