THE IMPORTANCE OF HOME CLEANLINESS HAS INTENSIFIED DURING THE PANDEMIC
While existing household cleaning products offer adequate protection against the transmission of germs and viruses if used correctly, manufacturers have attempted to innovate in order to address specific pandemic-driven concerns. A growing fear of chemicals among consumers and increasing awareness about eco-friendly cleaning products is fueling growth for healthy home care products. Overall, companies that offer healthy household cleaning products position themselves as plant-based, natural, safe, free of harmful chemicals and cruelty-free. Brands are targeting millennial moms by increasingly offering child-friendly home care products which are natural, nontoxic, safe, hypoallergenic and effective. The products are specially formulated for baby’s delicate skin and leave no residue or harmful fumes after washing. There has been a growing consumer preference towards cruelty-free and plant-based products which is stimulated by ethical led choices. Vegan detergents, polishes, soaps and degreasers are gradually gaining popularity. With ethical consumerism becoming more popular, companies are increasingly offering cruelty-free and vegan home care products. Companies are increasingly offering eco friendly home care products which feature natural plant-based biodegradable ingredients. Many companies claim to have recyclable packaging. Some companies also offer plastic-free packaging and reusable/refillable packaging. Companies that are innovating within formats are focused on the eco conscious consumer. From laundry balls to zero-waste dissolvable strips, these companies are reducing or eliminating packaging for the most discerning environmentally-focused consumer. With increasing awareness healthy home care products are here to stay, notes Shilpa Tiku Chief Research Officer and Partner at Verify Markets.
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