Sustainability a major topic in-home care in 2019, while price remains key
Sustainability was the key theme in both product development and consumer purchase decisions in 2019. Householders in Denmark are increasingly aware of the importance of indoor air quality and are seeking more natural products and ingredients across home care which minimize the usage of harmful chemicals.
Allergy and Asthma awareness continues to improve
Allergy and asthma awareness is high in Denmark, with a growing presence in retailers of home care products which are perfume or fragrance-free. This is leading to a certain polarisation within home care between fragrance-free and scented products.
Consumers reward brands which care for the environment
It was noticeable that in 2019 brands with a greener image enjoyed stronger consumer trust. At the same time, with the increasing popularity of more natural products, chemicals were increasingly being viewed negatively.
Several manufacturers place sustainability at the heart of their new product development
In 2019 manufacturers continued to place more natural products and sustainability at the heart of their new product development activities. However, one interesting observation is worth highlighting.
Natural claims to lose their USP by the end of the forecast period
At the end of the review period, natural claims counted as a unique selling point, showing a brand cares about sustainability and protecting the environment. The natural trend in-home care has just begun to take off but resonates perfectly with other areas of life in Denmark.
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Source: Euromonitor