No generation embodies the concept of connected living more than Generation Z — those born between 1996 and 2010. Representing one in four people around the globe, Gen Z’s sheer size, spending power and social influence make them trendsetters, driving shifts in the home care market. And, as they’re coming of age in this time of radical change and digital hyper-connectivity, this group is rooted in openness and adaptability, with a strong commitment to social justice and sustainability.
For laundry brands, leveraging social media platforms effectively and demonstrating alignment with Gen Z’s values when relevant — and acting on it — will be crucial to winning long-term customer loyalty with this rising generation.
But the ongoing transformation in the laundry care market extends across generations. Below, we’ll explore some key trends that reflect wide-ranging consumer shifts in values and behaviors in the digital age.
Be sure to subscribe for the latest Home Care insights sent straight to your inbox.
01
New Digital Reality
E-commerce exploded during the pandemic, and the digital transformation continues to shape how consumers discover, evaluate and purchase their laundry detergents.
Online reviews, social media and influencer recommendations greatly influence buying decisions, highlighting the importance for brands to have a strong digital presence and promote direct engagement. Moreover, there’s a growing expectation for personalized shopping experiences, powered by data analytics and AI, to guide consumers toward products that meet their specific needs and preferences.
The Laundry Lens
This digital shift requires laundry detergent companies to be agile, adopt technologies to enhance customer engagement, and leverage data for targeted marketing strategies.
e-commerce market
By the numbers
The Laundry Lens
| The rise of e-commerce is generating a wealth of consumer data that can be leveraged to design products that better meet consumers’ needs. On the marketing side, this data can also be used to better target specific consumer segments, says Lynn Meng, Asia Pacific Business Segment Leader at IFF.
|
As the e-commerce marketplace becomes more crowded, however, it will become more challenging for brands to stand out. “This will require R&D and marketing teams to collaborate to really understand their products’ features and then translate that to consumer language that resonates,” says Meng. In addition, there’s an opportunity for brands to leverage key opinion leaders on e-commerce sites to educate consumers about their products and build trust.
|
On Douyin (Chinese TikTok), “HDL” sites sell manufacturers’ products directly to consumers, claiming lower prices that cut out the retail middleman.
Influencers play an important role in buying decisions for Chinese consumers; the influencer above on Douyin, Miss Bi Hua, rates her favorite laundry detergents.
Xiaohongshu (“Little Red Book”) is a popular social shopping app where users share their product reviews and tips; above, users give their reviews of laundry detergents with a link to purchase.
02
Simplicity and convenience
As today’s consumers are inundated with choices while also juggling work, family responsibilities and household chores, they’re looking for solutions that streamline their daily routines, making life a bit simpler.
This trend is about more than just ease of use; it’s about offering multifunctional products that can address multiple cleaning needs in one go, saving time and reducing clutter.
The Laundry Lens
From laundry strips and tabs to fiber tiles, detergent manufacturers around the globe are offering innovative new product formats that emphasize convenience and sustainability for consumers.
Responding to consumers’ shifting laundry habits (fewer stains on clothing, but more sweat, dust and body oils), Unilever has launched Wonder Wash, a new product category designed to work in cycles as short as 15 minutes.
The Lab Co.’s laundry strips from the UK are marketed as “made from plant-based ingredients” and advertised to perform effectively at all washing temperatures.
Procter & Gamble’s recently launched Tide evo, a new fiber tile format, aims to eliminate the need for liquid detergents and bulky plastic bottles while promising high performance in cold-water washing. Initially being tested in Colorado markets this spring, the new format will roll out across the U.S. later this year.
“Whatever new convenience or sustainability formats you’re working on, you still need to deliver the same level of performance.
Our research has found that dissatisfaction with stain removal is the number one reason consumers change brands or formats,”
says Tatiana Goncharova,
Global Business Segment Leader at IFF.
Cleaning Power
By the numbers
03
Expanded View of Health
The definition of health has shifted beyond merely “the absence of illness and disease” to a broader, more holistic perspective that encompasses mental health and well-being and living in harmony with the environment.
Gen Z and Millennials
The Laundry Lens
| Consumers still expect their basic needs of cleaning and hygiene to be met, but now brands have a growing opportunity to differentiate by offering products that safeguard physical health and the planet and enhance well-being. | This shift resonates particularly with younger consumers (Gen Z, millennials), who are more attuned to how household care products impact their health. Fabric care leaders have an opportunity to connect with this digital-native generation and ensure that they understand their products’ positive health aspects and lower health risks. |
A generational View
By the numbers
Wellness Movement
Laundry as a meditative ritual
In line with the growing wellness movement, millennials and Gen Zers are leading the way in reimagining laundry as a mediative ritual and appreciating the simple moments of life. On social media platforms, influencers are driving the #CleanTok and #Cleanfluencer trends, attracting millions of viewers for their helpful tips and a sense of calm.
Influencers
The Laundry Lens
Fabric care brands can seize this opportunity to leverage influencers to interact with their products and educate younger generations.
Cleaning Preferences
By the numbers
elevating laundry
TikTok Influencers
A call to action
| As we navigate the digital age, the intersection of technological advances and consumer trends presents a tremendous opportunity for laundry care leaders to create products that align with and enhance the way we live. | Industry leaders must keep innovating to develop products that not only deliver outstanding performance but also integrate seamlessly into our interconnected, eco-friendly and health-focused lifestyles. |
Explore more Clean Insights
Future of Laundry Detergent Formats
The latest in laundry care with eco-friendly, convenient formats, highlighting the rise of unit doses in China and waterless innovations.
2024 – A Year in Review
‘A Year in Review and a Look Ahead to the Future of Fabric Care, providing key consumer insights, trends, and Laundry Lens analysis.
The Future of Laundry Appliances
Exploring the future of laundry appliances – and what these advancements mean for fabric care leaders.
