A pretty big shift has appeared in our Lifestyle Survey data this year; Family time and parental obligations are losing ground, as consumers need more “me time” to take care of themselves, rather than always living with (and living for) others.
The 37% share of respondents who prioritized self in Euromonitor International’s Voice of the Consumer: Lifestyles Survey 2019 rose to 42% in 2023.
Source: Euromonitor International
This shift in consumer priorities is also visible in sales numbers, particularly in long-term forecasts for categories focused on the wellness trend, and will continue to be a key driver for home products. , especially those focused on improving mood.
“I’ve been taking care of everyone for years… now I have to take care of myself”
Spending more time at home also means spending more time close to others: many households in various countries that had removed walls to create open living spaces and promote air circulation and natural light have been forced to buy partitions for better noise management. and the pursuit of privacy.
Personal care needs are complex and sometimes conflicting, leading to dissatisfaction with the home and life activities as they currently are.
We take better care of our home and we want it to take better care of us too.
The self-care trend had been driving growth in health, nutrition, personal care and beauty for some time before the pandemic emerged, and more recently also in choices home products (affecting home care, home and garden and pet care).
Consumers continuously appreciate nature in their home environment
Source: Euromonitor International
The expected growth rates for the wellness-related home product categories are all higher than their host industries. The most representative example of this is the continued appreciation of consumers for nature in their home environment; Indoor plants are expected to grow nearly four percentage points faster than gardening over the forecast period.
The flip side is that consumers have become extremely sensitive to the chemicals they allow into the home, exacerbated by pandemic overexposure, growing allergy awareness and social media’s ability to escalate boycotts. The list of ingredients considered “healthy” and the list considered “toxic” are both growing, leading to the inclusion and sometimes exclusion of premium products in the market.
A hot topic in cookware is the role of PFAS in nonstick coatings – it’s a substance that has played a significant role in the journey to low-content nonstick frying technology. fat, but which was later associated with serious medical health problems. PFAS is experiencing a near-jolt of brands and retailers looking to stand out; industry’s response far exceeds the data available on the extent of the problem, creating a poignant and relevant example of the seriousness of this problem and how quickly the exclusion of an ingredient, additive or processing may develop.
Of all the emerging opportunities, improving mood seems the most powerful
Studying the rise of personal care at home, Euromonitor International has analyzed the wellness framework and identified the states of need that are driving the evolution of this trend and how value can be anticipated and realized by brands. and retailers active in this space.
Ingredients perceived as harmless are an entry requirement for wellness, but the most interesting constant evolution is the number of industries independently creating mood-enhancing solutions as a high-end premium offering. range. This is now emerging in home products, but it has mature examples in more established wellness sectors such as nutrition and supplements.
This is not a momentary incident: rather, it is a deeper shift in the psychology and life priorities of consumers, and the relationship they have with their home is being explored and rearticulated.
Read our report Take care of yourself at home for further analysis on wellness within home products that drive growth, premium propositions and emotional consumer engagement.