The Latest in Home Care: Premium, Botanical & Aromatherapy

Increasingly mindful of their wellness and stress, consumers want to treat themselves through everyday purchases. This shift is driving growth in the household & cleaning market where premium and plant-based positionings are on the rise. New home care launches feature sophisticated botanical scents designed to transform daily chores into indulgent experiences. Read on to learn how brands are tapping into the trend.

Sophisticated Herbs

As more luxury brands target home care consumers, mass-market brands are also conveying premium positioning. One way is by using complex scents with invigorating herbal notes. Garden herbs, including rosemary, sage, and thyme, are especially popular.

Method’s Dish Soaps (launched February 2020) claim to “step up your sink side style” with sleek new packaging and sophisticated fragrances such as basil, lemongrass, and rosemary. Bona Hardwood Floor Cleaner uses “a blend of precious woods, freshly picked herbs and highlights of peony and eucalyptus.”

Trendsetters: Bona Hardwood Floor Cleaner Cedar Wood Scent, Method Rosemary Dish Soap, Seventh Generation EasyDose Alpine Falls Laundry Detergent

Essential Oils for Aromatherapy

Consumer interest in essential oils and aromatherapy is driving new product development in the household & cleaning market. Aromatherapy was the 6th most common positioning for new home freshener launches in the first half of 2019.

Introduced in January 2020, Capri Essentials claims its “Sweet Basil cleansers feature a special blend of basil, almond oil, eucalyptus and peppermint essential oils that are known to help relieve fatigue, control stress and promote feelings of well-being and balance.”

Trendsetters: Capri Essentials All Purpose Cleaner, Kbk Organics Aromatherapy Laundry Powder, ECOS Breeze Room Spray

Roses in Bloom

Once associated with old-fashioned beauty products, rose perfumes have made a comeback with millennials and are even considered gender-neutral. The flower has made its way into array of household & cleaning products from glass cleaner to pillow spray. In fact, the number of new launches with rose have steadily grown since 2017 (Innova Market Insights).

Trendsetters: Downy Infusions Bliss Sparkling Amber and Rose Dryer Sheets, Dawn Pomegranate & Rose Water Dishwashing Liquid, Mrs. Meyer’s Rose Multi-Surface Cleaner

2 thoughts on “The Latest in Home Care: Premium, Botanical & Aromatherapy

  1. Jeffrey Light

    As to Your ALL Natural Fragrances (Aroma’s) – do you have a Sweet Basil available for Topical Cosmetics
    for Women-
    for Men-

    what else is available in ALL Natural for Candles- and to detox the air-

    Reply
    1. Olivia Post author

      Hello Jeffrey,

      Thank you for reaching out. We have forwarded your comment to our sales team so they can follow-up with you.

      Have a nice day!

      Reply

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