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Sustainability is key for household product NPD

Nov 2022

Environmental sustainability is becoming an essential milestone for household product launches. Manufacturers produce biodegradable and planet-friendly household formulas that replace the harsh chemicals harmful to nature. As consumers note shared planet as a significant trend, there are innovations in nature-friendly wet wipes and other household products.

Koala Eco
Marcel's Green Soap
Cloversoft
U Nature
Morrisons
Seventh Generation
Saje
Pipper
Silk
Zoflora

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Koala Eco Australian Eucalyptus Essential Oil Natural Multi-Purpose Bathroom Cleaner (Australia). Koala Eco Australian Eucalyptus Essential Oil Natural Multi-Purpose Bathroom Cleaner come in a 500 ml PET (1) plastic bottle. Effectively kills 99.9% of germs and is anti-fungal. It cuts through soap scum, dirt and grime. This bathroom cleaner is made with natural and Australian essential oils. It is effective and powerful. Natural disinfectant. Refreshing scent. Non-toxic. Free from palm oil, dyes, masking agents, synthetic perfumes, chlorine, bleach, sodium laurel sulfate and phosphates. Biodegradable and eco-friendly plant-based formula effortlessly cleans, removes bacteria and deodorizes without the need for toxic chemicals. Never tested on animals. Grey water and septic safe. No new plastic was created with this bottle. 100% post-consumer recycled. Bottle and recyclable. Reuse, refill and recycle. Vegan Australia certified. Australian allergy certified.

Innova Market Insights data indicates that there is a surge of personal care launches that mention skin barrier with a 27% growth from October 2018 to September 2023. 72% of these launches were in Skin Care category. Additionally, with the alignment with the skinification trend there is a steep increase in skin barrier health claims for hair care with a 47% growth in the five years. 
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As consumers increasingly prioritize sustainability and seek products aligned with their values, the quest for petrochemical alternatives in personal care has emerged. From plant-based and botanical extracts to bio-based surfactants, the industry is witnessing a shift toward a green chemistry approach, with ingredients that are renewable, biodegradable, and environmentally responsible.
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Skinification refers to incorporating skin care principles and practices into hair care routines. Innova Market Insights data indicates a surge in skin care mentions used for hair care product launches, with a 21% average annual growth from October 2018 to September 2023. Most of the launches were noticed in hair treatments, with this category continuing to expand with 36% average yearly growth through five years.
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With the changing weather and seasonal transitions, the personal care product industry adapts to cater to the specific needs of this time of year. From lightweight moisturizers to combat warmer temperatures to floral-scented products that evoke the essence of spring, the trends in personal care during this season give insights into the art of self-care tailored for springtime.
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Over the past five years, the Asian beauty landscape has continuously transformed. Between October 2022 and September 2023, Lip Cosmetics took center stage, dominating the new product launches. Notably, long-lasting formulations claimed the top position with 71% of these launches. The market has also witnessed a rising trend in multifunctional makeup items and a surge in sustainable and clean beauty products. Formulas without animal ingredients, emphasizing plant-based alternatives and boasting free-from claims are growing fast. This signals a shift toward eco-conscious and ethical beauty choices in the Asian market.
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Innova Market Insights data indicates a 2% growth in personal care and beauty launches in Western countries from October 2018 to September 2023. Face/Body Cosmetics had the leading share of launches, especially Face Foundations/Illuminators. The top claims were Moisturizing & Hydrating and Long-Lasting. Traceless cosmetic claims are gaining ground, especially with a 71% average annual growth in the last five years.
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