Several hot spots in the cleaning market

Under the special environment of the past two years, the cleaning category has intensified its expansion. According to data, the global personal cleaning e-commerce market sales are expected to continue to grow in the next five years, reaching US$181.6 billion by 2023. So, what are the hot spots in the cleaning market? This issue will reveal the answer for you.

1. Functionalization, segmentation, and scenario-based cleaning products

Consumers have more and more requirements for cleaning products, and companies are constantly innovating and developing new products. It is difficult to say who is first and who is later. However, driven by consumer demand and fierce competition among companies, the functionalization, segmentation, and scenario-based trends of cleaning products have been promoted. The most basic function of cleaning products is cleaning. Now shampoo products have a variety of functions such as dandruff removal, oil removal, and exfoliation in addition to cleaning. For clothing cleaning products, labels such as no harm to hands, no residue, and clothing fragrance will attract more consumers. With people's pursuit of exquisite life, cleaning products are becoming more and more refined, and functionalization, segmentation, and scenario-based have become a trend in the development and upgrading of cleaning products.

2. Upgrade from washing and care to maintenance

Modern people are under great pressure in work and life, and have anxiety about hair loss and skin problems. At the same time, the pursuit of appearance and refinement is far greater than before, which puts higher requirements on shampoo and care products. From simple basic washing and care to washing and care in one, and then to today's scalp care and skin care, the entire hair care market is constantly upgrading and iterating itself.

3. Natural ingredients are one of the key factors for consumers to choose products

From the changes in online skin care consumption trends in recent years, the consumption share of natural raw material skin care products has increased year by year. Natural ingredients have become a high-frequency word in the consumption trend of my country's cosmetics industry. The research on ingredient formulas by "ingredient party" does not just stop at skin care. They have begun to slowly extend from skin care to body cleaning, hair care and other washing and care categories. The ingredient party has its own set of analysis logic when selecting washing and care products. Analyzing ingredients has become one of the factors for many consumers to choose a certain product. The popularity of amino acids, niacinamide, avocado, ginger and other ingredients that have been popular in recent years has made more and more people pay attention to the ingredients of washing and care products.

4. Cultivate subdivided fields from multiple angles

Brand differentiation includes differentiation in product positioning, R&D, marketing, packaging design, brand services, etc. For example, precise differentiation positioning of scalp anti-itching housekeeper; focusing on scalp care scalp care shampoo; advocating naturalistic washing and care, etc. Cultivate subdivided fields and serve subdivided groups. There will be more and more professional and differentiated products. In the future washing and care market, consumer demands will become more and more diverse, and competition between brands will become more and more fierce.