Water-Free, Energizing and Natural: Three Trends for the Future of Cleaning and Care Products

Pulished on October 30, 2024 by Yidan Zhong

Water-free, no-wash cleaning and care products may become the mainstream of consumption

In today's society, people's consumer attitudes are undergoing a profound change as the water scarcity crisis becomes more and more serious. Water conservation has not only become a social responsibility, but also an important consideration for consumers when choosing cleansing and care products. According to the latest survey conducted by Inventec, more and more consumers are inclined to choose those cleaning and care products that can save water, and water-free, no-wash products have gradually become the mainstream of consumption.

In the UK, 33% of consumers said they were willing to spend more on water saving devices or related products, while 27% were willing to shorten their shower time and save and recycle water. This trend is particularly evident among younger consumers, with interest in new water-saving products such as water-free soaps and bath and shower products significantly higher among the younger demographic than overall. In France, 15% of consumers are also interested in these water-free products, with 28% of young people.

The appeal of water-free cleaning and care products lies in their ability to meet consumers' cleaning needs while saving water at the same time. This is a huge draw for consumers who live in areas where water is scarce or are environmentally conscious. Brands are also responding to this trend by trying to produce more water-neutral products to meet the expectations of younger consumers. However, this also poses new challenges for brands, such as how to ensure the reliability of the sources from which water is extracted, and how to improve the transparency of product production and water usage.

“Energy/vitality effectiveness” is the keyword of the future for cleansing and care products.

In addition to water conservation, health and vitality have become the keywords for future cleaning and care products. As the concept of healthy living becomes more and more popular, consumers are increasingly concerned about the health benefits of products. In the UK, 79% of adults hate the feeling of low energy, while in the US, 28% of consumers consider fatigue to be the second most important health problem. In China, consumers are looking to improve their health through better sleep, balanced diets and exercise.

As a result, products that claim to provide “energy/vitality” benefits are becoming a new favorite in the marketplace. According to Inventec's Global New Products Database, facial skincare, eye care, and shampoo products that make such claims account for a growing percentage of new products. In the future, products with “energy/vitality potency” claims will undoubtedly become a major trend in the market.

Natural ingredients give rise to customization, consumer experience becomes a wind mouth

In addition, products with natural ingredients are also becoming a trend nowadays. More and more consumers are focusing on the ingredients in their products, preferring natural and organic products that are free from unnecessary chemicals or substances. In the UK, half of male consumers believe that facial skincare products containing natural ingredients are better for their skin, while in the US, this percentage is as high as 57%. This belief has led to the rise of natural, homemade skincare products, with consumers increasingly making their own skincare products to ensure they are natural and safe.

In the future, brands will need to focus more on the consumer experience, emphasizing the handmade process and the individual needs of consumers. For example, by providing homemade hybrid products such as “lunch boxes” and “paints”, to increase consumer engagement and satisfaction. At the same time, brands need to be inspired by more individuality to meet consumer demand for personalized products.

In summary, water-free, energizing and natural will be the three main trends in the future of cleansing and care products. Brands need to keep up with this trend and continue to innovate and improve their products to meet consumer needs and expectations. Only in this way can they stand out in the fierce market competition and win consumers' favor and trust.