How Changing Lifestyles are Impacting Household Care - Consumer Survey Insights

This report explores consumer tactics to cope with the rising cost of living when it comes to household care purchases, ranging from brand vs retailer loyalty to buying smaller pack-sizes. The report also looks at how these behaviors compare between demographics. Then the report explores which consumer groups are currently looking to trade-up to higher value household care products and the markets where buyers said they're willing to pay more, and where they're looking for cheaper alternatives. Finally the report examines the attitudes around market monopolies in the household care sector.

In the midst of the cost of living crisis, many consumers are reassessing their 'share of wallet' and trying to work out how to re-balance their household budget. This means lower engagement sectors like household care risk taking a hit. However, not all consumers are looking to cut back on household care. Some demographic groups are more brand loyal than others, and some are more open to trying new products that offer something new or different. Some consumers also feel constrained by a lack of choice in the laundry market.

Scope

• Across all age groups, there is a consistent proportion who are looking for smaller pack sizes in response to the cost of living crisis
• Millennials are the most likely to experiment with new or unusual laundry products and fragrances
• Older generations are the most likely to simply absorb the cost of higher-priced household care products
• Younger consumers are most likely to perceive a high degree of brand consolidation in their market

Reasons to Buy

• Understand how strategies to tackle inflation vary by consumer demographics
• Find out in which markets consumers are willing to trade up to higher value products in the household care sector
• Appreciate how the perception of market choice between big laundry brands varies from region to region.