Watters of Mintel says that the pandemic has resulted in a population more scientifically educated, at least about certain topics. We’re seeing consumers paying a lot more heed to the different claims and those other ingredients.
She says that the stakes are higher now, so more people are researching products. If I buy something that doesn’t work, I don’t just want to waste money. “It’s about the safety and protection of my home.”
Concentration goes beyond disinfectant ingredients. Watters claims that online shopping for cleaning products exploded during the pandemic. No one wants to pay shipping costs for conventional liquid cleaners.
Hockstad, from ACI, says that pods in-home laundry are the most popular form of concentrates. This trend is likely to continue, partly because brands and retailers have locked in their gains through subscription models.
It also fits in well with sustainability. This theme was more prominent during the pandemic than many expected. Caravieri adds that packaging is a major cost, and brands can make more money by using concentrates with less packaging.
Concentrates need different chemicals that some executives refer to as next-generation ingredients.
We don’t expect a significant drop in sales this year or beyond.
Melissa Hockstad, CEO of American Cleaning Institute
Caravieri explains that as we move towards high concentrations, the use of traditional surfactants such as lauryl-ether sulfates and anionic surfactants will be replaced by more advanced technologies like soil-release polymers and enzymes. They are more expensive, but they have a much better cost-performance ratio in high-concentrate formulations than simply adding surfactants.
Gupta, BASF, says that after the panic of 2021, “excessive cleaning” will fade in most homes in 2021. What remained was a consumer who demanded more of their cleaning products. She says that consumers want the same clean feeling, but they also want to feel good and not be inconvenienced by their purchase decisions. They want easy, quick cleaning solutions that are safe for their family and the environment.
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According to marketing executives, during the pandemic, cleaning has gained a new significance, a connection similar to the thriftiness that was prevalent in the Great Depression generations. Dow’s Bierman says that while cleaning fads are inevitable, the most likely long-term trend is to place a greater emphasis on cleanliness. This could become a touchstone for generations.