The household, industrial, and institutional (HI&I) cleaning ingredients market has undergone significant changes in recent years, driven by evolving consumer behaviors. These shifts have been influenced by various factors, such as increased awareness of health and hygiene and a growing emphasis on sustainability.
Based on the latest insights from our Ingredients for Household, Industrial, and Institutional Cleaning Application study, we explore the key consumer behavior trends shaping the HI&I cleaning ingredients market for 2025.
1. Increased Hygiene Awareness
The COVID-19 pandemic has heightened awareness of health and hygiene, leading to a surge in demand for cleaning products. Consumers are now more conscious of the importance of maintaining clean and sanitized environments to prevent the spread of viruses and bacteria.
This increased hygiene awareness has driven the demand for effective cleaning ingredients that can deliver superior disinfection and cleaning performance.
2. Preference for Mild Ingredients
There is a growing preference for mild and gentle cleaning ingredients among consumers. Harsh chemicals are being replaced by milder alternatives that are safer for both users and the environment.
This shift is driven by concerns about potential health risks associated with exposure to toxic chemicals. As a result, manufacturers are increasingly formulating products with ingredients that are less harmful and more environment friendly.
For example, petro-based surfactants are being replaced by milder options such as APGs, amphoacetates, betaines, and Sarcosinates.
3. Sustainability and Eco-Friendly Products
Sustainability has become a key consideration for consumers when choosing cleaning products. There is a growing interest in eco-friendly and biodegradable ingredients, such as MGDA, Alkyl polyglucosides, and xanthan gum, driven by the desire to reduce environmental impact.
Consumers are actively seeking products that are formulated with sustainable ingredients and packaged in environmentally responsible materials. This trend is pushing manufacturers to innovate and develop greener cleaning solutions.
Frosch is an example of a brand benefiting from this trend. Previously focused on hand dishwashing liquid, Frosch now has a wider range of products and greater visibility on the shelves of various EU supermarkets.
4. Price Sensitivity and Cost Efficiency
The HI&I cleaning market is highly price-sensitive, with consumers looking for cost-effective solutions that offer good value for money. The high inflationary situation in several regions has further intensified price sensitivity.
Consumers are now more focused on the cost-to-performance ratio of cleaning products, seeking options that deliver effective cleaning without breaking the bank.
An example of this has been the growth of multipurpose cleaners, enabling consumers to use the same product across a variety of surfaces.
5. Regional Variations
Consumer behavior trends in the HI&I cleaning ingredients market vary across different regions. For instance, Europe and the United States remain the largest markets, but high inflation and destocking have led to a decline in the household cleaning market.
In contrast, China has seen growth in the HI&I ingredients sector, driven by increasing consumer interest in environment-friendly solutions and higher disposable incomes. India has also recorded steady growth in demand, supported by rapid urbanization and increased government investment in healthcare.
What does the future hold?
Looking ahead, the HI&I cleaning ingredients market is expected to continue evolving in response to the changing consumer behaviors. Demand for sustainable and mild ingredients is likely to grow, driven by increasing awareness of health and environmental issues. Manufacturers will need to stay attuned to these trends and innovate to meet the evolving needs of consumers.
