Univar unpacks home care’s shift from function to self-care

At the American Cleaning Institute meeting, Ingredients + Specialties from Univar Solutions showcased two new prototype concept kits for home care as the sector shifts from a functional-focused to a self-care approach. The company’s Dish and Laundry Solutions and Performance with Purpose highlight ingredients that support home care and industrial cleaning trends, from efficacy to sustainability. 

Household and industrial cleaning brands are under growing pressure to deliver products that are powerful, fast‑acting, and aligned with increasingly rigorous sustainability expectations. However, balancing all three can pose a struggle for manufacturers. 

The Performance with Purpose formulation kit demonstrates how high‑efficacy cleaning and responsible ingredient selection can coexist without compromise. The formulations feature fast action, residue-free finishes, and long-lasting effectiveness. 

For sustainability credentials, Univar highlights biodegradability, safer ingredient profiles, reduced chemical load, and formulations that require less frequent reapplication. The company also says its solutions help brands accelerate time-to-market while navigating evolving regulatory and safety requirements.

Personal Care Insights speaks to Kristen Mauch, application development specialist for Homecare and Industrial Cleaning, Ingredients + Specialties at Univar Solutions, about how home care is evolving from purely practical to a wellness-driven, sustainable, and experiential category. We also unpack the importance of functionality, sensory appeal, convenience, and transparency for the sector. 

How is the home care industry evolving, and where do you expect it to progress? 

Mauch: Consumers see cleaning as an act of self-care, and home care brands are innovating with this in mind. Cleaning products that offer additional benefits, whether it be skin care, an inviting fragrance, or an interesting aesthetic, are going to win over a consumer looking for elevated functionality. It is no longer enough for a product to just clean — companies need to consider the home microbiome overall.

Sustainability is also driving change in the home care industry, with consumers seeking high-performing products that reduce their environmental impact. Enzymes such as Celluclean by Novonesis are redefining laundry care in today’s cleaning market, delivering powerful cleaning performance while supporting sustainability. Cellulases help preserve fabric texture and color, offering a greener, high-performance alternative that aligns with growing consumer demand for environmentally friendly solutions.Sustainability and efficacy go hand in hand in the home care category. 

Lastly, alternative formats like concentrates, pods, sheets, and tablets offer consumers a convenient product while saving water and plastic, but these do present formulation challenges. We expect this trend to continue, and our team of home care experts is ready to help customers with their next innovation. 

Are you seeing more consumer attention on home care products than before? 

Mauch: Consumers are paying closer attention to their home care products, presenting an opportunity for brands to use sustainably sourced ingredients and specialty additives to stand out in the market. Differentiated claims around odor neutralization, fabric restoration, and skin safety will be key as consumers look for more from their dish and laundry products. 

In laundry, enzymes also offer these benefits, in addition to their well-established stain-removal and sustainability performance. Phosphodiesterase, or PDE, is an innovative enzyme technology that works on body grime — helping remove odors at the source and providing longer-lasting freshness. Cellulases also provide fabric restoration benefits, keeping clothes looking newer for longer. 

As consumers shift away from fast fashion and prioritize textile longevity, fabric care claims like these are set to gain traction. In the dish cleaning space, enzymes provide a performance boost in both manual and automatic detergents, with proteases, enzymes that help break down proteins, also providing a secondary skin benefit. 

How will home care evolve from a solely functional solution to function, form, and aesthetics? 

Mauch: Bridging the gap between cleaning and personal care will be important for brands looking to lead the home care space. As beauty brands venture into home care, they bring personal care touches like skin-centric ingredients, specialized or seasonal fragrances, and an elevated sensory experience. Cleaning products will, of course, need to be functional, but consumers also value the experience and aesthetic of their cleaning products as home care becomes more wellness-focused. 

Formulations that support a healthy home microbiome can help brands provide effective cleaning with a focus on mental well-being. Probiotic cleaning is a growing trend, with new launches including ‘good’ bacteria that provide a long-lasting, easy-to-maintain clean. 

Ingredients + Specialties from Univar Solutions’ new Performance with Purpose prototype kit introduces microbial cleaning in several products, including a Tub & Tile Cleaner, an All-Purpose Cleaner, and a Drain Maintenance Tablet. Cleaning is becoming an act of self-care. 

How do lifecycle thinking and supply chain transparency factor into home care solutions? Mauch: As the market shifts toward ethical sourcing and a lower carbon footprint, so does the demand for transparency around ingredients and the supply chain. Consumers value ethical brands, but the variety of eco-certifications on the market can be confusing and overwhelming. 

As part of our Performance with Purpose kit, we are launching a blog soon around this topic, entitled What Green Means to Me, with the goal of supporting customers with their sustainability and ethical ingredient needs. Considering the lifecycle of a cleaning product, from ingredient selection and packaging to energy and water usage, our blog will resonate with an increasingly educated consumer base. 

What role will multifunctional products or simplified formulations play in the future of home care? 

Mauch: Convenience is a key trend for the global home care market, and multifunctional products will be attractive to consumers as they look to simplify their routines. Additionally, consumers want to see appealing labels with familiar ingredients and performance claims that align with their values and lifestyles. Practical, innovative products that are easy to integrate into a cleaning routine will win over busy consumers.