Ingredients awareness has become a top concern among consumers when choosing household cleaning products, according to new research from Mintel.
Mintel’s survey reveals that Millennials (aged 23-40) who clean their homes are sceptical about using disinfectants driven by concerns about destroying ‘good’ bacteria (61 percent), compared to just half (49 percent) of consumers overall. Furthering their interest in ‘friendly’ bacteria, some 67 percent of Millennials say they are willing to try probiotic cleaners, nearly double (36 percent) the amount of Baby Boomers (aged 53-71) who say the same.
While Millennials are motivated to protect ‘good’ bacteria, overall, the majority of Americans are motivated to clean simply because it is part of their routine (62 percent), while half of consumers clean in preparation for guests or in response to unsightly dirt/grime (50 percent respectively). Nearly all US housecleaners agree that cleaning prevents germs from spreading (88 percent) and helps them stay healthy (81 percent).
Nearly four in five (79 percent) of those who clean their homes agreeing it is important that cleaning products list their ingredients, rising to 83 percent of Millennials. These younger consumers are also more likely to agree (72 percent) that cleaning products with natural ingredients are safer than products with conventional ingredients, compared to 67 percent of housecleaners overall.
“With young housecleaners showing interest in protecting the ‘good’ bacteria found in their home, cleaning products with fewer ingredients, as well as alternatives to disinfectants, such as probiotics, have an advantage when targeting this key demographic”
“With young housecleaners showing interest in protecting the ‘good’ bacteria found in their home, cleaning products with fewer ingredients, as well as alternatives to disinfectants, such as probiotics, have an advantage when targeting this key demographic. Clear labeling improves transparency for consumers who may choose products based on ingredients, eco-friendliness, free-from, or fewer ingredients overall. A key challenge may come in balancing important attributes like robustness and time savings, while limiting overall ingredients used,” said Stephen Brown, household analyst at Mintel.