Over the next decade, two key trends are set to impact the global household care market, according to market intelligence agency Mintel. The trends, detailed in Mintel’s 2030 Global Household Trends, are:
- Clean Machine: The rapid advancement of technology will enable consumers to create hyper-personalized approaches to managing their home and their health.
- Together in Isolation: Evolving consumer views about our world will lead to changes in what they expect from sustainability and corporate social responsibility over the next decade.
In line with the Clean Machine trend, home automation will become increasingly common, says Jamie Rosenberg, senior global analyst at Mintel, with “new capabilities adopted to meet specific consumer needs.”
“At the same time, some markets will see a backlash against the growing dependence on machines driving consumers to rediscover a sense of community,” he says.
“We predict the rapid advancement of technology will enable consumers to create hyper-personalized approaches to managing their home, and the same technology that drives the next frontier of household convenience will be the one that drives health,” Rosenberg adds. “While the impact of technology will vary from market to market, depending on various factors and drivers, rapid change always leaves threats and opportunities in its wake. If acted on now, household brands have an opportunity to shape how automation affects their business.”
As for the Together in Isolation trend, “the next decade will see evolving consumer views about our world, leading to changes in what consumers expect from sustainability and corporate social responsibility,” Rosenberg says. “Some markets will see the pace of globalization slow and homecare brands benefiting by looking to positively influence the lives of consumers on a local level; in other markets, globalization and global awareness will expand, with homecare brands finding success by creating products and services that contribute to making the world a better place.
“Sustainability and corporate social responsibility have to be one of the main areas of focus for brands over the next decade. But how they approach the subject will take different forms, particularly as consumers’ views on the world evolve. The divergence between localism and globalism, alongside growing activist mindsets, will focus consumer minds on what they want from the brands and products they use.”
For more on Mintel’s predictions for what consumers in 2030 will want and why and what brands must do now to stay ahead of the competition, download the free thought piece here.