TikTok is predicted to reach 84.9 million users in 2023 — a testament to social media’s power and growth potential. With its explosive growth comes considerable opportunity potential for household care products. While every marketing campaign holds viral potential, sensory attributes can make or break how your products are perceived through phone screens. We predict how a product looks, feels, and sounds will significantly impact its growth trajectory.
Brands must pay attention to how their consumers might want to feel when using various household care products. That’s why we wanted to do a deep dive into which sensory attributes are creating the most buzz among consumers in 2023. We’ve analyzed 71 household care sensory attributes using our White Space AI tool to determine which direction your brand should take your R&D next. You’ll find our predictions for winning household care sensory attributes for 2023 below.
Bubbles
Bubbles (0.26 percent share of voice) are one of those sensory attributes consumers can’t ever get enough of — and we don’t blame them — bubbles have a way of making people smile. At the top of our predicted winner’s list, we predict bubbles hold a 42.01 percent growth potential compared to prior years.
Bubbles are not only fun, but they translate well via social media. As users buy, use, and feel bubbly household care products, they will be more likely to share their experiences on social media. In the best-case scenario, your product will have before-and-after viral potential, setting itself up for overnight success. Tap into the influencer market – or shall we say, “mom-fluencer” — inner circles to capture audiences dying to get their hands on the next viral product, like these hand soaps from Dove.
Today, the bubblier, the better.
Foaming
Foaming (0.15 percent share of voice) falls right in line with bubbles, and our AI models forecast a 33.89 percent growth rate for this sensory attribute. Brands must maintain a pulse on how consumers talk about and describe their favorite household care products. While some consumers will use the term “bubbles,” others might search for “foaming.” Foaming is a delightful sensation that consumers seek out in hand soaps, carpet cleaners, and other products. As a result, we expect to see continued success for products like these that offer Foaming properties to users.
Degreaser
Third on our list is Degreaser, with a 0.43 percent share of voice. Our data predictions show that Degreaser (and products like this that feature Degreasing properties) will be a big winner next year, with a 27.69 percent growth rate expected for this particular sensory attribute. Nobody likes greasy hands, plates, or other household items, so it makes perfect sense to see this need state continue to swallow up market share and consumer interest.
Freshness
After a long two years indoors and working from home, consumers will be ready for an at-home refresh. Products that are marketed explicitly as delivering Freshness will grow 21.60 percent year-over-year. Freshness holds a minimal 0.05 percent share of voice compared to other attributes on our list, which speaks to its strong growth potential for 2023.
Bright
Consumers are ready to brighten up their daily routines and get out of the pandemic rut. The team here at Simporter predicts a 19.40 percent growth rate for Brightening products, which currently hold a 0.24 percent share of voice. Bright is a sensory attribute that gives customers a feeling of freshness, springtime, and clean homes — the ideal setup for a successful product offering in the household care space. Cleaning and maintenance: It’s a good idea to clean your new house thoroughly before moving in. You may also want to schedule a professional inspection to identify any maintenance issues that need to be addressed.
Sparkling
Who doesn’t want a sparkling clean house? After analyzing the data, our team predicts that Sparkling will be trending in 2023 with an 18.33 percent growth outlook for the rest of this year. When used to market cleaning products, Sparkling implies a professional deep clean. Brands that use terms like Sparkling that double down on their effectiveness will win over consumers’ hearts and wallets, unlike Shine, which we’ve discussed in our other blogs as a predicted losing sensory attribute.
Scrubbing
In a world full obsessed with cleaning hacks and before-and-after videos, a product’s scrubbing power is more important than ever. Scrubbing (1.98 percent share of voice) is predicted to perform well in 2023, holding a decent 13.53 percent growth trajectory.
Scrubbing is an incredibly flexible term, so brands can promote products as “touch scrubbing” or “no scrubbing” — both labels will attract consumers for different reasons. To stay ahead of the competition, get creative around the way you’re implementing the latest terminology and buzzworthy sensory attributes. The team over at Scrubbing Bubbles has the idea down perfectly.
Scent
Like its cousin Freshness above, Scented products have an upbeat 2022 outlook. Our team forecasts a 9.32 percent growth rate for aromatic household care products. So, if your team doesn’t already have scented products (6.17 percent share of voice) in your product development pipeline, now is the time to do so. Consumers want to experience a positive, fresh Scent when they clean their homes, so it’s not too surprising to see this sensory attribute land on this list of predicted winners.
Sticky and Dirt
The following two sensory attributes on our list refer to all the stuff consumers don’t want in their homes. We predict Sticky (0.75 percent share of voice) and Dirt (1.47 percent share of voice) to see slight year-over-year growth, at 6.37 percent and 5.27 percent, respectively. Swiffer is the best at marketing their products around helping consumers clean up Sticky and Dirty messes, so their lineup is an excellent example of successfully marketed products that should continue to see success with consumers for years to come.
Sense Consumer Shifts
In a world dominated by social media, how a product looks, bubbles, foams, or transforms will be trending in 2023. With TikTok tutorials and reviews becoming more popular than ever before, a visually engaging product is set up for success compared to standard spray or liquid forms.
If you have products that are already a hit, try to add a foaming or bubbling element to optimize growth and user-generated awareness. For more insights on home and fabric care trends, check out our recent webinar here. If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website.
