253ABSTRACT: The home care market is constantly evolving due to changing consumer needs and interests. Consumers are paying attention not only to the price and effectiveness of a product, but also to its composition, eco-friendliness, and even its packaging. This report examines the relationship between consumers’ changing demands, driven by technological advancements, environmental awareness, and the growing focus on wellness and self-care, and the potential impact on the home care industry in the years to come.From scrub to smart: The tech evolution of cleaningSmart home solutions are changing the way consumers buy and use home care products. Innovations such as auto-dosing, robotic cleaners and connected devices that optimise performance and reduce waste are making this possible. Features such as direct-to-consumer subscriptions, refill alerts and automated reordering are enabling brands to create seamless, tech-driven experiences.The growing popularity of smart homes is fuelling demand for intelligent, compatible cleaning solutions that work with AI, robotics and automation.Cleaning solutions that utilise AI, robotics and automation. Personalised, sensor- driven cleaning requires highly efficient, concentrated products, and connected appliances and robotic cleaners are changing how consumers engage with brands in this industry.Source: Consumer Appliances 2025 edition: Smart appliances in 46 select marketsPersonalised home solutions are becoming the norm, with smart systems that adjust cleaning routines based on users’ preferences, allergies and fabric sensitivities. AI-driven recommendations can be used to tailor detergent types, fragrance levels and cleaning intensity, creating opportunities for mix-and-match or on-demand formulations. Smart sensors embedded in appliances can detect dirt, humidity and air quality, triggering precise cleaning actions. This shift requires ultra-efficient, sensor-compatible formulations, as well as concentrated, mess-free products that are designed for automated dispensing.AI-powered smart homes integrate appliances seamlessly, optimising the usage of detergents and cleaning products based on real-time data. Connected washing machines, robotic vacuums and dishwashers can automatically reorder supplies, thereby influencing consumption patterns and brand loyalty.Beyond laundry, the robotic floor cleaning market is experiencing significant growth and is currently still predominantly attracting younger consumers. Making this technology more appealing to the over-65s, who will account for 9% of the global population by 2030 (a considerably higher proportion in most developed countries), represents a significant opportunity. Driven by innovation in smart navigation and AI, homes will evolve to accommodate robotic companions that integrate seamlessly into daily life (1).Cool and quick: A wash cycle revolutionQuick and cold wash cycles are transforming laundry and dishwashing care by reducing energy usage and saving time without compromising cleaning performance. This trend is driving innovation in enzyme-based detergents and appliance technology that is optimised for fast, low-temperature cleaning.The trend towards cold and quick washes in laundry signifies a growing consumer preference for shorter cycles at lower temperatures. This shift is driven by a combination of factors, including changing lifestyles, increased environmental awareness, rising energy costs, and the development of detergents and washing machines that are optimised for these conditions.Legislation in regions such as the EU is also playing a role by mandating energy-efficient appliance features, including eco-cycles that often operate at lower temperatures. Consumers are increasingly recognising that cold and quick washes can save energy — and therefore money — while being gentler on clothes and helping them last longer.The preference for short cycles has been heightened by the post-pandemic return to the office, which has reduced the time available for chores. This shift in lifestyles has led to a preference for shorter and often colder wash cycles, as consumers again prioritise immediacy. However, this growing preference for quick/cold washing has exacerbated hygiene concerns, particularly with regard to odours. This is due to a combination of factors, including rapid, low-temperature washes, the increased use of liquid detergents, and the popularity of polyester fabrics, which often result in dissatisfaction with laundry performance.The reduction in temperature and time means that the chemical and mechanical components of the laundry process must do most of the work. Today, many consumers use short cycles for purposes other than refreshing lightly soiled garments, highlighting the need for further consumer education.Source: Euromonitor International Voice of the Consumer: Lifestyle Survey, fielded Jan-Feb 2025 (n=40,337)The mindful clean: Wellness-driven cleaning solutions riseThe growing significance of the home as a sanctuary for emotional well-being and self-care, driven by the desire for comfort and stress relief, is the primary force shaping the self-care trend within the home care sector. The emotional connection to living spaces is influencing consumer demand for products that go beyond basic cleanliness.The home care industry, which is based on the use of chemicals, has a long history of bans on certain substances. While some chemicals that are linked to endocrine and hormonal disruption, respiratory problems, skin irritation and even cancer have been banned or restricted in various countries due to health risks, many are still not prohibited worldwide, although further regulatory action is likely (2).There is a growing preference for natural ingredients, and increased interest in hormone health and its links to lifestyle and wellbeing. This creates significant opportunities for brands to innovate and market home care solutions that actively promote health and wellbeing, either by excluding harmful ingredients or by introducing beneficial ones, such as air fresheners with calming aromatherapy benefits or cleaning products with soothing scents.Neglecting this evolving consumer priority could cause the industry to lose relevance and market share to competitors who successfully integrate wellbeing into their home care offerings. This signifies that acknowledging and catering to the home’s role as a sanctuary is increasingly crucial for sustained growth.Source: Euromonitor International Voice of the Consumer: Lifestyle Survey, fielded Jan-Feb 2025 (n=40,337)Conclusion Understanding consumer behaviour is key to preparing for a smarter, more personalised future of home automation. The growing prioritisation of wellness among consumers is driving increased spending on self-care. To capitalise on this trend, businesses should strengthen their wellness appeal by linking functional ingredients to broader health benefits and securing certifications to enhance their credibility. In anticipation of the rise of smart homes and personalised cleaning, detergent brands should invest in R&D to create formulations that are optimised for AI and compatible with sensors.
Magda Starula
Consultant – Home Care & Health, Euromonitor International, Düsseldorf, Germany
Magda Starula is a research consultant at Euromonitor International in Düsseldorf, Germany. She specialises in the health, home care, and beauty industries in the DACH region. Her areas of interest include survey analysis and megatrend evaluation.
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