Fragrance Trends for Homecare and Cleaning

2022 FRAGRANCE TRENDS HOMECARE AND CLEANING 2022

CUSTOMER BUYING TRENDS ECO FRIENDLY | 45% of consumer product purchase decisions are influenced by environmental concerns.

With everyday detergents top of the list when talking about the highest water pollutants, there is a desire for more ethical and responsibly sourced ingredients.

Concerns around packaging, waste and harmful byproducts are also key.

FORMULATION TRANSPARENCY | Clarity from brands around ingredients is being demanded more and more in 2019/20 across everything from food to personal care, and household care is no exception.

SAFE HOME, SERENE HOME | Household brands have a role to play in preserving mental and physical wellbeing with products, routines, and philanthropy.

CUSTOMER BUYING TRENDS DIFFERENT FORMULATIONS | Air care products are taking on a wider range of forms including scented disks, powders, liquid sprays and products specifically targeting specific odours such as pet smells. These odour-neutralising products breathe freshness and life into environments that suffer from poor air circulation and lingering odours.

NATURAL | when surveyed, customers stated that all-natural ingredients were “very important” Shop-bought products that boast natural ingredients as well as provide effective cleaning properties are highly sought after.

CUSTOMER BUYING TRENDS • CELEBRITY ENDORSEMENT | Household

products combined with aromatherapy fragrances designed to help consumers approach homecare as an extension of selfcare.

• HOUSEHOLD PRIDE | Greater impact placed

on household cleaning and care for one’s space and home.

• CONVENIENCE | Multi-purpose cleaners are still big but according to research, some multipurpose surface cleaners aren’t worth it and don’t provide the cleaning credentials they may suggest.

MARKET LEADERS UK

EUROPE

MARKET LEADERS USA

ASIA

AIR CARE TRENDS MARKET TRENDS • • • • • • • •

More than 3,000 new products air care products have been introduced into the European market this year Home fragrance market has tripled since the beginning of Covid-19 There is a strong focus on wellbeing, self-care Functional fragrance is on the rise Rising adoption of room sprays and air care products Increased demand for scented candles & reed diffusers.

Botanical/herbal and ethical/sustainable are key selling points Scented candles remain very popular

FRAGRANCE TRENDS • • • •

In balance with nature Fresh and clean Cleaning and sanitising Sleep and wellbeing

AIR CARE PRODUCTS POPULAR FRAGRANCE PRODUCTS • • • • • •

Jo Malone Silk Blossom Reed Diffuser Rituals Fragrance Sticks The White Company Fireside Diffuser Neom perfect night’s sleep reed diffuser This Works - Deep Sleep/ Deep Calm The Nue Co’s anti-stress home scent

SCENT DIRECTIONS • •

Wellbeing and experiences Self-care

ODOUR NEUTRALISERS POPULAR FRAGRANCE PRODUCTS • •

Febreze Orchid, Lavender Glade –Coastal Sunshine

SCENT DIRECTIONS •

Bringing the outdoor inside

FLIRTATIOUS FRUITS KEY FRAGRANCE NOTES Papaya Mango Pineapple Banana Cherry Coconut Pistachio Cardamom

Sage Pink Pepper Tuberose Ylang Amber Orange Blossom Basil Gardenia

SURFACE CLEANING TRENDS MARKET TRENDS • • •

Household products combined with aromatherapy fragrances designed to help consumers approach homecare as an extension of self-care.

Fabric care and home cleaners specially targeted at younger demographics to capture a fresh and young approach to homecare Aspirational lifestyles linked to pride in the home, such as Mrs Hinch

FRAGRANCE DIRECTIONS • •

Aspirational Long-lasting and lingering fragrances

SURFACE CLEANERS TRENDING PERSONAL CARE PRODUCTS • • • •

Antibacterial Surface Cleanser Pomegranate & Raspberry Stardrops 4-in-1 Pine Scented Disinfectant Spray Fabulosa Flash

FRAGRANCE TRENDS • • • • •

Pomegranate & Raspberry Lime Citrus Grove Aloe Vera Pine

SEASONAL LINES • •

Sugarplum delight Apple Spice

EDIBLE FLORALS FLIRTATIOUS FRUITS KEY FRAGRANCE NOTES Hibiscus Honeysuckle Dahlia Magnolia Pansy Rose Jasmine Geranium Peony

Lilac Sunflower Freesia Fuchsia Citrus Lavender Violet Chamomile Elderflower

WASHING AND LAUNDRY PRODUCTS MARKET TRENDS • • • •

Fabric care and home cleaners specially targeted at younger demographics to capture a fresh and young approach to homecare Derma tested and allergen aware New eco-friendly cleaning methods such as Tru Earth Ecowashing Strips Liquid-less washing detergent and tabletised cleaning products

FRAGRANCE DIRECTIONS • • •

Functional fragrance Botanicals and Plant extracts Long-lasting and lingering fragrances

WASHING AND LAUNDRY PRODUCTS TRENDING PERSONAL CARE PRODUCTS • •

Astonish Antibacterial Handwash Citrus Grove EcoCover Washing up liquid

FRAGRANCE TRENDS • Botancials • Lemon • Aloe Vera • Aquatic notes • Mint

FLIRTATIOUS FRUITS SUPERCHARGED SUPERFOODS KEY FRAGRANCE NOTES Açai berry Blueberry Avocado Tea Chia Goji Ginger Mint Blackberry

Juniper Pomegranat e Lavender Lavandin Clary Sage Watermelon Lemon Balm