Consumers are heavily focused on cleaning and disinfecting their living spaces to fight off germs and bacteria. As a result, products like wipes and sprays have been flying off the shelves. As consumers adapt to this new normal, cleaning will continue to remain top of mind, but they will also seek ways to return their home to the sanctuary it once was. Products that bring a more proactive approach to wellness in the home will drive long-term habits.
1. Household wellness emerges
According to WGSN, 54% of consumers report that cleaning their home relaxes them.
Cleaning has a strong connection to mental wellbeing, as it conveys the sensation of being in control.
2. Focus on product efficacy
According to Nielsen, product claims for killing germs, immunity and overall health resonate more strongly than claims around naturalness, sustainability, quality and brand.
Consumers are will to pay more for products that:
- Protect family against germs and bacteria
- Kill germs and bacteria in an effective way
- Keep the immune system strong
- Keep their families safe from disease
- Kill germs and bacteria in a natural way
What does that mean for packaging?
As cleaning behaviors shift from chores to mindful rituals, design language that borrows from the beauty and personal care worlds leads these packages to being displayed on the counter and used more frequently. Consumers will also seek packaging that is intuitive to use, with features that dispense product efficiently and streamline the overall cleaning process. This includes a renewed focus on limited or touchless functionalities that reduce the need to touch the product.
Looking ahead, home cleaning will continue to weave itself further into our daily routines. What began as an urgent need to combat bacteria and kill viruses will transition into long-term goals for health and wellness. By ensuring their spaces are clean and safe, consumers can inject a sense of security and stability into their lives. Meanwhile the inclusion of more hygienic features, like touchless functionalities, adds simplicity and convenience to how consumers interact with the products around them.
No matter the package format or size, TricorBraun can supply the packaging to help meet your customer’s needs.
WGSN - The Home Hub: Change Accelerators
Nielsen - A Look at How Home Care Product Claim Preferences Have Shifted Amid the COVID-19 Pandemic
WGSN - Investment Nesting: Key Spaces in the Home Economy