The COVID-19 pandemic has had — and will continue to have — a profound, long-lasting impact on our daily lives and routines. In particular, household care has changed significantly.
Household care and cleaning products will always be a consumer need, but the more convenient a product is, the more success it will see. This is why we’re seeing a trend in multi-purpose cleaning products. These products are easy to use and versatile, making them perfect for busy families.
COVID-19’s true impact on consumer preferences
The graphic below breaks dives into the top five household care natural ingredients we believe possess the highest potential for growth in 2023. Need opportunity scores are determined by looking at both share of voice (a leading indicator of market share) and year-over-year growth rate.
To help brands better understand the needs of their consumers, we’ve leveraged our White Space AI tool to analyze 24 needs specific to COVID-19 to forecast what will be trending in 2023.
Protection
Our team isn’t surprised to see Protection sit at the top of our predicted winner’s list. The past year two years have been all about safety, and as we continue to navigate the pandemic, this need is only going to become more important as families do their best to protect their homes against harmful bacteria and viruses.
With a predicted 112.89 percent growth rate, brands that can tap into this need will see significant success in 2023. What’s interesting about this need is that it’s not just focused on one particular product category.
Instead, it’s a need that can be fulfilled by a variety of different products, from hand sanitizer to air purifiers. So, no matter what your brand specializes in, there’s an opportunity to tap into the protection trend.
Deep Cleaning
Coming in at number two on our list is Deep Cleaning. This need has been trending for a while now, but it’s become even more important in the wake of the pandemic.
As consumers become more aware of the importance of cleanliness, they will be looking for products that can help them deep clean their homes. Brands that can tap into this need will see significant success in 2023, with an expected growth rate of 100.39 percent. Brands like Clorox and Lysol have already been successful in tapping into this trend, and there’s still plenty of room for new brands to compete in the next year.
Convenient
We’ve said it before, and we’ll say it again: convenience is king. As consumers spend more time cleaning their homes, cars, and everyday use items, they’ll be searching for products that make their lives easier. With a predicted growth rate of 57.34 percent, we believe that convenience will be one of the most important needs of 2023 when it comes to COVID-19.
This is where multi-purpose cleaning products come in. These products can be used for a variety of different tasks, making them perfect for busy families.
Products like all-purpose cleaner, dish soap, and laundry detergent are all examples of products that can save consumers time and effort. Grove is leading the charge in the multi-purpose cleaner concentrate category, which comes in the form of an incredibly convenient concentrate.
So, if your brand specializes in any of these product categories, now is the time to start thinking about how you can make your products more convenient for your customers.
Tough Cleans
Tough Cleans is another need that’s been trending for a while, but it’s become even more important over the past two years. As consumers are looking for ways to deep clean their homes, they’ll be searching for products that can handle the tough jobs.
With a predicted growth rate of 19.71 percent, this need is one that brands should be tapping into if they want to see success in 2023. Take a note out of The Pink Stuff’s book and make sure your product can hold up to tough cleans.
Kills Viruses
When it comes to COVID-19, consumers will want the virus to be as far away from their homes as possible. Any product labeled as Kills Viruses will be attractive to consumers looking to keep their families safe. Original Pine-Sol is effective against COVID-19 and is marketed as such.
While this need only has a 0.05 percent share of voice, it’s expected to grow at a rate of 12.89 percent, making it one to watch out for in 2023. This need is closely associated with the need for Protection, so any products that can tap into both needs will be especially successful.
Conclusion
As you can see, there are a variety of needs that are trending down when it comes to COVID-19. While some of these needs, like Deep Cleaning in household care, have been trending for a while, others, like Kills Viruses, are new and a top focus for consumers.
No matter what niche of household care your brand specializes in, there’s an opportunity to tap into trending needs uncovered by COVID-19. By understanding which needs are trending and why, your brand can be better prepared for success in 2023.
As the pandemic continues to ebb and flow — and perhaps as it evolves into an endemic – your brand must remain prepared to meet the ever-shifting needs of consumers.
If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website for more insights on Covid-19-related trends. Predicting critical trends like these is just one way Simporter can help brands grow their business, so to learn more about how we can help you, please visit us at simporter.com.
