Household & Personal Care Trends Wabel HPC Summit Florencia Moreno Torres Market Analyst October 2016
Table of content HOUSEHOLD Cleaning products Dishwash & laundry care Air fresheners & aerosols Paper PERSONAL CARE Cosmetics Hair Care Body and facial care Oral care Hygiene Deodorants & fragrances 2
Household 3 www.innovadatabase.com
Cleaning products 4 www.innovadatabase.com
More functionality within cleaning products Whitening for every corner of the house 1-in-5 cleaning products claim whitening (2015) 5 Antibacterial claims boom 30% of cleaning products claim anti-bacterial (2015) Long lasting steps into the spotlight Long lasting freshness Long lasting shine Long time sanitization
Watch out for emerging trends Odor elimination +27 CAGR (12-15 ) in odor elimination claims Sustainability Botanical/Herbal Key focus: -Recyclable packaging (old and innovative) -Biodegradability -Cruelty free Lavender 6
Bonus: Minimal effort, fast & easy as key added value Mr Musculo Glade Morning Field Cream Cleaner (Argentina, May 2016) Description: Mr Musculo Glade Morning Field Cream Cleaner has a unique formula that cleans effectively and removes dirt with minimal effort. 7 Viss Kraft And Glanz Anti-Bakteriell Allzwecktucher: Power And Shine Pink Lily Anti Bacterial All Purpose Wipes (Germany, May 2016) Description: Viss Power And Shine Pink Lily Anti Bacterial All Purpose Wipes clean and disinfect in one wipe, leaving nothing but a pleasant smell. This will remove dirt quickly and thoroughly from all surfaces in your home.
Dish wash & laundry care 8 www.innovadatabase.com
All about an effective, scented and fresh feeling Botanical/Herbal, from mainstream to emerging Citrus features the highest CAGR (12-15 ) in fragrances for dishwash & laundry products tracked. Fragrances for dishwash & laundry CAGR (2012-2015) 9 Freshness and Scents that last 18% of dishwasher & laundry products tracked feature a long lasting claim (2015) Added value 5 IN 1 ACTION Detergent, Rinse Aid, Salt, Glass Protection & Power Clean
Dishwash & laundry care, raising the bar Anti-bacterial is rising 6% of dishwash & laundry care products tracked claim anti-bacterial (2015) 10 Skin sensitivity, key differentiator +189 CAGR (12-15 ) in sensitivity skin claims.
Air fresheners & aerosols 11 www.innovadatabase.com
Worki g for sure a d orki g for lo g 12 Beyond masking, eliminating the source The trend that s becoming a must 1 in 3 air fresheners & aerosols launches tracked feature a claim around odor elimination. 26% of air fresheners & aerosols tracked feature a long lasting claim. (2015)
More varieties targeting consumers interests Multi-format choice Options for every taste: Sprays Diffusers Plug-in units Pearls 13 Premiumization Premium scents in well designed packaging feature a dynamic growth.
Paper 14 www.innovadatabase.com
Innovation is further challenged Highlight in the best of the best 8% of paper products tracked feature a premium claim. (2015) Comfort Extra layers Softness 15 Plus for paper Paper products are adding more and more value Extra care Comfort Ingredients Water activated paper
From designs to clinical claims, paper wins from diverse positionings Skin sensitivity Catching the eye Options for every taste: Limited editions Creative packaging 16 Dermatologically tested Neutral ph Skin sensitive Skin irritation
Bonus: easy household solutions Up & Up Make-A-Size Paper Towels (United States, May 2015) 17 Plenty Easypull Mobile (Netherlands, May 2015)
Personal care 18 www.innovadatabase.com
Cosmetics 19 www.innovadatabase.com
Cosmetics top trendy platforms Free from A focus on what cosmetics do not have as oppose to the traditional focus on what they do have. Trending free from claims on cosmetics CAGR (2012-2015) 20
Mix between function and elegance Staying younger for longer Reducing lines/wrinkles Anti-Aging Firming 21 Upscale cosmetics are key 1 in 5 cosmetics tracked, feature a Premium claim: Luxurious Sensational Exclusive
Bonus: Seniors +55 cosmetics emerge in the category Estee Lauder Double Wear Stay-In-Place Gel Eyeliner (Thailand, Oct 2015) 22 Bobbi Brown Skin Foundation Spf 15 Chestnut (9) (Turkey, Sep 2015)
Hair Care 23 www.innovadatabase.com
Hair care products step in the clean trend Clear label emerges Natural & Organic claims in hair care launches tracked feature each a CAGR (12-15 ) > +50%. 24 Free from From ammonia free to dye, sulfate, paraben and silicon free; hair care free from claims are rising significantly.
Taking comfort and premiumization to the next level Botanical/Herbal, adding to the category Pampering sensations prompt the usage of herbal and botanical ingredients. 25 Premium products, premium hair High end brands Exclusive look and feel Premium ingredients
Body & facial care 26 www.innovadatabase.com
Key trends worldwide become mainstream in PC Clear label, much more to come Imminent growth of all the clear label platforms within the category. Trending clear label claims on cosmetics CAGR (2015 vs 2014) 27 Free from Free from claims addressing every concern: Neutral ph Paraben free Petrolatum free Fragrance free
Care products for everyone 28 Healthy aging, paramount for body and facial care Skin care, gentleness for the consumer 1 in 4 body and facial care launches tracked feature an anti-aging claim (2015). Brightening/Illuminating Dry skin Sensitive skin
Oral care 29 www.innovadatabase.com
It s all a out the ti e effe ti e ess Long lasting performance 30
Watch out for the booming trends Clear label CAGR (12-15 ) of clear label claims observed in oral health: Organic +55.4% No additives/preservatives +46% Natural + 28.1% 31 Free from CAGR (12-15 ) of free from claims observed in oral health: Vegan +164.5% Vegetarian +12.9% Gluten Free +35.2%
Hygiene 32 www.innovadatabase.com
Trends on hygiene for all subcategories Free from & sensitivity, a raising concern Trending free from/skin care claims on hygiene CAGR (2012-2015) 33
Functionality remains as key driver for hygiene 34 Fast absorbing Long lasting 14% of hygiene launches tracked feature a fast absorbing claim and keep on increasing. (2015) Clean and fresh all day long Ultra resistance X hours
Bonus: botanicals are strongly linked with comfort 35
Deodorant & fragrances 36 www.innovadatabase.com
Fragrance NPD will keep on being further challenged The ultimate premium offer 37
Deodorants lead in the free from trend Free from 1 in 2 deodorants claim to be free from. 38
Takeaway points 39 www.innovadatabase.com
Key points for Household and personal care trends 40 Household and PC products keep on following the clean label trend that is shaping the food industry. In hand with clean label, free from claims varying across household and PC categories will keep on increasing. An emphasis in botanicals/herbal is linked to comfort and overall naturalness, triggering consumers trust. Long lasting claims are increasingly observed in most categories, functionality is still key. Healthy aging steps strongly into PC, further challenging innovation in NPD focusing in the elderly/seniors market segment. Premiumization is paramount for differentiation.
Household and Personal care trends support@innovami.com