The Evolution of "Clean Label" in Household Care and Laundry

This report investigates the rise of clean label and its implications for brands and consumers.

Clean label attributes are increasingly demanded by eco-concious and ethically-minded consumers, and often span health, environmental, and ethical factors.

Scope

• Brands can capitalize on the positive consumer sentiment towards vitamins. As impact on health is a key influence on purchasing decisions, brands can emphasize the various health benefits of retinol on product packaging, such as acne and sun damage treatment.
• Food and beverage and personal care brands can leverage the many functionalities of retinol by targeting consumers with specific marketing related to certain aspects of health, such as vision or immunity, highlighting a more solution-oriented approach.
• Given that many consumers research extensively before buying products online and pay a very high amount of attention to ingredients, brands should display clear ingredient information on product packaging. They should also invest in achieving certifications to further authenticate the ingredients within their products.
• Personal care brands should address age-related concerns in younger cohorts by positioning products as assisting in aging gracefully, rather than preventing aging symptoms, which attaches a negative perception to aging.
• Brands should explore the potential of moving towards a clean label approach, with simple and naturally derived ingredients and formulations. This may pique the interest of a large segment of health- and sustainability-conscious consumers.

Reasons to Buy

• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.