2026年全球家庭护理趋势预测报告（英文）-

MINTEL

HOUSEHOLD

FromThisYear’sSignalsToTomorrow’sTrends

02

THEFUTUREOFDIRT

Householddirtwillevolve,shapedbychangesin

lifestyles,livingspaces,andtechnology.Microplasticsfromelectronics,moldfromflooding,andwildfire

particulateswillinfiltratehomesunnoticed,settlingonsurfacesandcontaminatingtheairwebreathe.

THEFUTUREOFCLEAN

Healthycleaningisevolving,blendingfunctionalitywith

wellnessandturningchoresintoupliftingrituals.Innovationsincludehormone-syncedingredients,sensory-friendly

designsforneurodivergentusers,andgamifiedtaskstomakecleaningmoreengaging.

Don’tJust

Launchit.

Celebrateit.

READYTOSHINE?

MintelMostInnovativeawardsrecognisethebestnew

DOWNLOADENTRYPACK

consumerproductsacrossfood,drink,beauty,householdandbeyond.Ifyourlaunchhasmadepeoplestop,look,taste,ortry,thisisyourmomenttoshine.

THEFUTURE

OFDIRT

Householddirtisundergoingaprofound

transformation,drivenbyshiftsinhowandwhere

welive,thechangingclimate,andthetechnologiesweusedaily.Modernlivinghasintroducednew,

ofteninvisiblepollutantsintoourhomes—farmore

complexthantraditionaldustanddirt.Microplasticsfromelectronics,particulatematterfromwildfires,

andothernano-pollutantsnowinfiltrateourlivingspaces,oftenunnoticed.Thesecontaminantsnot

onlysettleonsurfacesbutalsopermeatetheair

webreathe,posinggrowingriskstoourhealthandwell-being.

Rapidurbanizationandevolvinglifestylesarefurtherreshapingthenatureofhouseholddirt.

Growingurbanpopulationdensitiesmeanthatfor

morepeople,dirtfromneighboringhomesbecomestheirdirt.That’sespeciallytrueforairbornehazards.Buthybridworkarrangementsandincreased

exposuretoindustrialpollutantsalsodefinemodernenvironments.Traditionalcleaningtoolsand

products,designedforvisiblemesseslikecrumbs,mud,ordust,oftenfallshortwhentacklingthesecontemporarythreats.

Thefutureofcleaningdemandsinnovativesolutionsthatgobeyondsurface-leveldirt.Advanced

toolsandformulationsmustaddressmicroscopic

hazardseffectively,creatinghealthier,safer

homesthatadapttothecomplexitiesofmodern

living.Thisevolutioniscriticaltoprotectingusinanincreasinglypollutedworld.

05

EVOLUTIONOF

THISPREDICTION

Theconceptofhouseholddirthasexpandeddramatically,

shapedbytheintersectionofenvironmentalchallenges,

urbanliving,andtechnologicalprogress.Asexploredin

“CleanMachine”and“ClimateAdaptation,”theriseofnano-pollutantsandclimate-drivencontaminantshasredefined

whatitmeanstomaintainacleanandhealthyhome.This

shiftreflectsbroadersocietalchanges,wherecleaningisnolongeriustaboutaestheticsbutaboutsafeguardinghealthandadaptingtoarapidlychangingworld.

The“FutureofAircare”highlightshowairqualityconcernsaredrivinginnovation,withsmartsystemsandadvancedfiltrationbecomingessentialtoolsfortacklinginvisible

pollutants.Meanwhile,“TheHiddenCompetition”

underscorestheroleofcross-categorydisruption,as

cleaningtechnologiesintegrateintoappliancesand

smarthomeecosystems.Thesetrendssignalafuturewherecleaningevolvesintoaproactive,tech-enabledpractice,addressingtheunseenthreatsofmodernliving.

By2030,theevolutionofcleaningwilldemandsolutionsthatarenotonly

effectivebutalsosustainableand

inclusive,ensuringhomesremainsafeandresilientinthefaceofemerging

challenges.Thistransformationwill

redefinetheroleofcleaninginour

lives,makingitacornerstoneofhealthandwell–being.

06

LOOKINGFORWARDTO2035

By2035,cleaningwillrequirecutting-edgesolutionstocombattheinvisibleevolutionofhouseholddirt,

shapedbynano-pollutants,bio-residues,andclimate-drivencontaminants.

Inaffluentmarkets,advancedfiltrationsystemswillbecomeessential,seamlesslyintegratedintoHVACunits,vacuums,

andairpurifierstocapturemicro-particleswithunparalleledprecision.Artificialintelligencewillredefinecleaning,

activelymonitoringairandsurfacestodetectandeliminatehazardsinreal-time.Thisshiftwilltransformcleaningfrom

areactivechoreintoaproactive,tech-drivensafeguardforhealthierlivingspaces.Portablecleaningkitswillalsorevolutionizehouseholdresilience,equippinghomesto

handledisaster-relatedmesseslikemud,mold,andsalt

deposits.Theseinnovationswillensurehomesremainsafeandfuture-proofinthefaceofmodernchallenges.

Globally,moreaccessibleinnovationswillemerge.

Electrostaticcleaningtoolswilltargetandtrap

microplastics,addressingpollutantsatthemicroscopiclevel,whileenzyme-basedcleaningformulaswillchemicallybreakdownstubborncompoundsfortrulyeffectiveresults.These

advancementswilldemocratizenext-generationcleaning,makingitmoreinclusiveandimpactful.

07

SCENARIO1:

Healthcare-DrivenHygieneInnovation

Risinghealthcarecostsandgrowingawarenessofindoor

pollutants’roleinchronicillnesseshaveredefinedcleaning.

Diseaseslinkedtonano-pollutantsandsyntheticresidues

aredrivinggovernmentsandinsurerstoincentivizecleaner

indoorenvironmentstoreducehospitalizations.Innovations

focuson“health-smart”devices,suchaswall-mounted

biometricsensorsthatmonitorindoorairqualityandsurface

cleanlinessinrealtime,providingactionableinsightsfor

vulnerablepopulationslikechildrenandseniors.

Cleaningproductshavebecomewellnesstools,featuring

enzyme-coatedairfiltersthatneutralizeallergensand

pathogensatamolecularlevel.Marketingtargetshealth-

consciousconsumersandinstitutionslikeschoolsand

hospitals,positioningthesesolutionsaspreventivehealthcare

investments.Collaborationswithinsurerstoofferdiscounts

foradoptingthesetoolsfurtherdriveadoption.Brands

thatintegratemedical-gradecleaningtechnologiesand

healthanalyticsintotheirofferingsnowdominatemarkets

prioritizingcost-effectivewellnesssolutions.

08

SCENARIO2:

ClimateResilienceRedefinesCleaning

Frequentclimatedisasters—floods,wildfires,andextremeheat—are

reshapingcleaningneeds,withhouseholdsandbusinessesdemanding

solutionstailoredtocrisisconditions.Preventingcontaminantsfromenteringhomeshasbecomeapriority,leadingtowidespreadadoptionofHVAC

systems,evenincoolerclimates.

Wealsoseeclimate-drivenchallengesjustbeginningtoscale-upsolar-

poweredcleaningdronesforoutdoorareas,compactwaterpurificationkits,andvacuumsystemsdesignedtoremovewildfireashembeddedinfabrics

andsurfaces.

Themarketisalsoreshapedbyaneedforportablecleaningkitscapableoftacklingdisaster-relatedmesseslikemud,mold,andsaltdeposits.

Climate-resilientsolutionssuchasmud-repellentsprays,waterlesssanitizers,andportablesolar-poweredcleaningtoolsemerge,cateringtopeople

indisaster-proneornomadichousingsetups.Disaster-specificcleaning

robots,onceexclusivetocommercialuse,havebecomehouseholdstaplesfordisasterremediation.Thesenicheinnovationshaveopenednewrevenuestreamsforcleaningbrandsaddressingextremeconditions.

Brandsfindopportunitiestosegmentproductsforspecificdisasters.Kits

forfloods(mold,bacteria)orwildfires(ashandsmoke)nowcaterto

consumersindisaster-proneregions,whicheveryyearseemstoinvolvemoreoftheplanet.Marketingstrategiesemphasizeresilienceandadaptability,

highlightingproducts’abilitytooperateoff-gridandwithstandextreme

conditions.Partnershipswithdisasterrelieforganizationsfurtherstrengthen

credibility.Companiesthatcreatescalable,durableandaffordablesolutionsforclimate-challengedregionswillthrive,carvingoutanichewheresmart

cleaningisessentialforsurvival.

09

SCENARIO3:

TheData-DrivenEcoRevolution

Sustainabilityissuperchargedbytechnologyasconsumersdemand

transparencyandmeasurableeco-impact.Cleaningsystemsevolveinto

data-drivenecosystemspoweredbyAI,capableoftrackingdirtcompositionandpollutants.Thesesystemsnowrecommendtailoredcleaningcyclesfor

bio-residuesornano-pollutants.

Brandsusedirect-to-consumermodelsasawaytocollectdatafor

hyper-personalizedsolutions.Marketingspotlightscertificationsand

detailedanalyticsshowingpollutantsremovedandresourcesconserved.

Companiesthatmergeinnovationwithmeasurablesustainabilitymetricscaptureeco-consciousconsumersdemandingaccountabilityinboth

environmentalandcleaningperformance.

10

SUCCESSIN

THESEFUTURES

Tosucceed,brandsmustprioritizeR&Dintoadvanced,targetedcleaning

technologiestailoredtoemergingchallengeslikenano-pollutants,bio-

residues,andclimate-relateddirt.Developingsustainable,scalable,and

cost-effectivesolutionswillbeessentialforbuildingconsumertrust.Whilethe

highcostofAI-drivenhazardmonitoringmayinitiallyexcludelow-income

consumers,technologytendstomainstreamovertime.Costreductionsthrough

scaleand“bare-bones”innovationswillmakethesesolutionsmoreaccessible.

CollaboratingwithtechandenvironmentalentitiestoinnovatewithinIoT

ecosystemswillbecritical,ensuringcleaningproductsintegrateseamlessly

whilestandingoutasleadersinsustainability.

11

DATAHIGHLIGHTS

Climate–drivencontaminants

Wildfireparticulatesand

otherpollutantsareincreasingdemandforanti-pollution

cleaningproductsandairpurificationsolutions.

Modernpollutionandinvisiblecontaminants

73%

ofUKconsumersworryaboutmicroplastics,while37%

globallyaremostconcernedaboutairquality.

Urbanizationand

evolvinglifestylesBy2030

72%

oftheglobalpopulationwillresideinurbanareas,upfrom55%in2018.

Interestinnext–gencleaninginnovations

IntheUS

80.5%

areinterestedinwaterfiltersthatremovemicroscopicparticlesusingnanotechnologyorgraphene-enhancedfiltration.69.2%areinterestedinAI-poweredairfiltrationsystems.

12

QUESTIONSBRANDSSHOULDBEASKING

Householddirtandourperceptionofit

ischanging.Invisiblepollutants,climate-

drivenmessesandtech-relatedresidues

arechangingwhatcleanlookslikeand

whatconsumersexpectcleaningproducts

todo.By2030,cleaningwillbeincreasinglyaboutsafety,resilienceandrelevance.

Consumerswillexpectreassuranceandpeaceofmindthattheinvisiblethreatsintheirhomesarebeingactivelyand

intelligentlyaddressed.

01

02

03

04

Arewedesigningproductsthatreflecthowhouseholddirtischanging,notjusthowitusedtobe?

Whatdoourconsumersactuallywantprotection

fromandarewesolvingforthoseinvisiblethreats?

Howcanweinnovateforclimate-specificcleaningchallengeslikewildfireashorflood-relatedmold?

Areweexploringsmartsystemsandnewformatsthatturncleaningintoaproactivehealthtool?

SIGNALSTOWATCHNOW

Scenario1:

TheHealth–FirstMandate

•Risingcostsforpollutant-relatedillnesses.

•Hazardscompromisinghealthinbothhigh-andlow-incomemarkets.

•Newairandsurfacecleanlinessregulations.

•Increasedadoptionofhomehealthtechlikewearables.

•Partnershipsbetweencleaningbrandsandhealthcareproviders.

Scenario2:

Resilienceina

Climate–ChallengedWorld

•Morefrequentwildfires,floods,andextremeweather.

•Spikeinsalesofcrisis-specificcleaningtools.

•Growthinregionalmanufacturing.

•Expandeddisaster-responsecollaborations.

13

Scenario3:

TheData–DrivenEcoRevolution

•Demandforeco-impacttransparencyinproducts.

•Increasedadoptionofzero-wastecleaningtools.

•GrowthofAIsystemsforpollutantmonitoring.

•Largercorporateinvestmentsinsustainabilitygoals.

THEFUTURE

OFCLEAN

Thesimpleactofcleaninghomeisundergoingaprofoundtransformation.Whatwasonceachoreisnowbecomingaritualforwell-being.Thisshiftwillredefinehomecarebymergingfunctionality

withpersonalizedwellness,movingbeyondjust

removingdirtandgerms,turningeverydaytasks

intoopportunitiestoboostone’shealth,moodandoverallqualityoflife.

The“one-size-fits-all”approachtohomecare

isbecomingobsolete.Householdproductswill

bedesignedconsideringindividuals’unique

biologyandsensoryneedsinmind.Theindustry

isrecognizingtheimportanceofcreating

productsthatcatertothespecificneedsof

diversepopulations,fromagingindividualstotheneurodivergentcommunity.Innovationswillincludeformulaswithingredientsandfragrancestailoredtospecificemotionalandcognitiveoutcomes,andpackagingwithease-to-usedesignsandclear,

universalvisualsformoreinclusivesolutions.

Atthesametime,agrowingawarenessofhow

chemicalsimpactourhealthisaprimarydriverof

change.Consumersareincreasinglydemanding

productsfreefromendocrinedisruptingchemicals

(EDCs),whichcaninterferewiththebody’shormonalandmetabolicsystems.Whileregulationsworldwidecanvary,thereisanexpectationthatmanufacturersdevelopsafer,moretransparentingredients.

TheFutureofCleanstateshowthehomecare

industryevolvesfromanecessityintoameaningfulactofself-care,empoweringconsumerstocreatehealthierhomeenvironments.Thefutureofcleaningispersonal,intentional,andavitalcomponentofahealth-centriclifestyle.

15

EVOLUTIONOF

THISPREDICTION

Cleaningistransformingfromafunctionaltaskintoa

personalizedactofcare,drivenbytheconvergenceof

health,wellness,andhomecare.Ashighlightedin“HealthyHappyHome”and“Homebiome,”consumersnowview

cleaningasawaytocreateenvironmentsthatsupport

physical,mental,andemotionalwell-being.Thisshiftis

redefiningcleaningasaproactivewellnessactivityratherthanareactivechore.

By2030,technologyandsciencewillplayacentralroleinthisevolution.Smarthomesystemswillenablepersonalizedcleaningroutines,whileinnovationslikeprobioticsand

prebiotics,asexploredin“Homebiome,”willfosterhealthierindoorecosystemsbybalancingbeneficialbacteriaand

reducingchemicaluse.Atthesametime,thedemandfortransparency,asdiscussedin“TransparencyistheNew

Natural,”willpushbrandstodevelopsafer,scientificallyvalidatedproductsthatcatertodiverseneeds,includingthoseofsensitiveorneurodivergentconsumers.

Thisevolutionreflectsabroader

societalshifttowardintentional

living,wherehomecarecontributestooverallhealthandhappiness.

Brandsthatprioritizepersonalization,inclusivity,andsustainabilitywillleadtheway,redefiningcleaningasavitalcomponentofahealth–centriclifestyle.

16

LOOKINGFORWARDTO2035

By2035,consumerpriorities,scientificadvancements,anddemographicshiftsareallinfluencingthedevelopmentofthenextgenerationofhealth-centriccleaningproducts.Evolvingconcernstowardsthehealth-relatedissuesofhouseholdcare

productswillsubstantiallyshifthowweviewsafetyinourhomes.

Regulatorybodieswilltightenrestrictionsoningredients,pushingmanufacturers

toinnovatewithsaferingredients.Thedemandforgentleryethighlyeffective

formulationsisatanall-timehigh,ensuringthatproductsaresafeforeveryone,

includingthosewithsensitiveskin,allergies,orotherhealthconditionsexacerbatedbyharshchemicals.

Inaffluentmarkets,theintegrationoftechnologyintoconsumers’dailyliveswill

extendtohomehealth.Wearabledevicesandsmarthomeapplianceswillempowerconsumerstotakeaproactiveapproachtomaintainingahealthyhome,alsoallowingformorepersonalizedcleaningschedules.Gamificationwillemergeasapowerful

tooltoturncleaningintoaninteractiveandrewardingexperience,helpingtobuildpositivehabitsandtoreducethementalloadassociatedwithhouseholdtasks,whichcanbeparticularlybeneficialforneurodivergentindividuals.

Atagloballevel,makinghealth-centrichouseholdsolutionsaffordableand

accessiblewillbekeytokeepingbrandsrelevant.AIwillenableformulatorstodesignproductsconsideringconsumers’biologicalandcognitiveneedsfasterandefficiently,whilesupportingcostconstraints.

17

SCENARIO1:

ADeeperDiveinto

PersonalizedHomecare

Thefutureofhouseholdcarewillevolvebeyond

aestheticsandfunctionality,embracingadeeper

connectionwithhumanbiology.Thisnewfrontierfocuses

ondesigninglivingenvironmentsthatactivelysupport

healthandwellness.Oneexampleisthedevelopment

of“bio-adaptivecleaningsystems,”whichleverage

bioengineerednanoparticlestoeliminateharmful

bacteriawhilepreservingbeneficialones,tailoredtothe

uniquemicrobiomeofeachhousehold.

Simultaneously,AI-poweredsystemsaresetto

revolutionizehowhomesrespondtoresidents’emotional

andphysicalneeds.Imagineahomethatadjustsair

qualitytoalleviateallergies,optimizeslightingtoenhance

sleepcycles,orfine-tunestemperatureandhumidity

basedonhormonalchanges.Theseadvancedinnovations

willtransformhomesintodynamicspacesthatdomore

thanprovideconvenience:theywillactivelyenhance

physicalandmentalwell-being.

Thisshiftrepresentsaforward-thinkingevolutionwhere

technologyandbiologyharmonizetocreatehealthier,

moresupportivelivingenvironments.Itredefinesthe

conceptofa“smarthome,”turningitintoaproactive

partnerinpromotingwellness.

18

SCENARIO2:

AmplifyingDopamineCleaningasaSensoryExperience

Theconceptofdopaminecleaningevolvesintoafullyimmersive,

multi-sensoryexperience.Thefocuswillshiftfromasimplefeelingof

accomplishmenttoascientificallysupportedritualdesignedtoenhanceemotionalwellnessthroughadvancedtechnology.

Centraltothistransformationare“neuro-responsivecleaningsystems”.

Beyondsmarthomedevices,thesesophisticatedAI-drivenplatformsare

equippedwithbiofeedbacksensorsintegratedintowearablesordiscreetroomsensors,analyzingphysiologicalandbehavioralindicators.From

toneofvoiceandbodylanguage,butalsosubtlechangesinheartrate

variability,electrodermalactivity(EDA)andevenmicrofacialexpressions.Thisreal-timedatawillpinpointauser’spreciseemotionalstatetooffer

tailoredsensoryinterventionsthroughscent.

Thisinvolvesreleasingbespokescentmoleculesthroughadvanceddiffusers,leveragingaromatherapy’seffectsonthelimbicsystem.

Beyondgeneralwell-being,thesesolutionscanaddresstheneedsofunderservedgroups.Forneurodivergentindividuals,thesesystemscanhelpreduceanxietytriggers,createcalmingroutines,orguidefocus

duringoverwhelmingtasks.Forolderadults,targetedinterventionscanboostcognitivestimulation,improvemood,andenhancecontrolandengagement,positivelyimpactingtheirqualityoflife.

SCENARIO3:

TheTradition-InnovationBridge

Technologywillactasapowerfulbridge,preservingandenhancingtraditionalcleaningpractices,whilemaking

householdcaremoreinclusiveandgloballyaccessible.

Byseamlesslyintegratingtimelessmethodswithmoderninnovation,householdcarebrandscandevelopsolutionsthatnotonlyrespectheritage,butalsodeliversuperior,personalizedperformance.

Similartopersonalizedskincaredevicesthatanalyzean

individual’sskincondition,futurehomecaresystemswill

incorporatediagnostictoolstoassessfactorslikesoillevelsorloadsize.Thisprecisionwillenablethecreationof

on-demandcleaningsolutions,perfectlytailoredtospecificneeds,therebyminimizingwasteandreducingunnecessarychemicalusage.Furthermore,thistechnologywillenable

thedevelopmentofoptimalproductsthatbalancecleaningefficacywithmicrobialpreservation,ensuringahygienic

yetenvironmentallyconsciousapproach.

By2035,theintersectionoftraditionandtechnology

willbeindispensable.Combiningthewisdomofcultural

cleaningpracticeswithcutting-edgeinnovationwillallowhouseholdcarebrandstoresonateandmaintainrelevance

acrossdiverseregions,respectfullyacknowledgingcultural

particularitiesandsafeguardingtheplanet’sfuture.

19

20

DATAHIGHLIGHTS

24%

30%

ofUSadultsaged18+who

havementalhealthconditionsareusedtodohousehold

chores(e.g.cleaning,laundry)tocopewithstress/anxiety.

Source:ManagingStressandWellbeing–US-2025

ofUKadultsdescribetheirhouseholdsasareflectionoftheiridentity

(e.g.style,personality).

Source:HealthandWellnessintheHome–UK-2024

54%

ofIndianadultsbuy

healthierformulations(e.g.withprobiotics,naturalingredients).

Source:GlobalConsumer–BPC,Household–September2024

39%

ofBrazilianfemalesor

transgendermaleswouldlovetolearnhowtoadiusttheir

healthroutines(e.g.diets,

exercise)accordingtotheirmenstrualcycle.

Source:WellnessLifestyles–Brazil-2024

6%

ofUKadultshave

neurodivergence(e.g.autism,ADHD),increasingto15%

amongthoseaged18–24.

Source:DiversityinBPC–UK-2025

78%

ofSpanishadultswhoareresponsibleforcleaninghardsurfacesortoiletsareconfidentthatnew

ingredientsinhardsurfaceandtoiletcleaningarethoroughlytestedforhumansafety.

77%

ofThaiadultsareconcernedthathouseholdsurface

cleanersareharmfultotheirhealth(e.g.skinirritation,

respiratorysystem).

Source:Toilet&HardSurfaceCare–Europe-2025

Source:HouseholdCleaner–ThaiConsumer-2025

21

QUESTIONSBRANDSSHOULDBEASKING

Cleaningisevolvingintoapersonalized

actofcare,shapedbybiology,mood

andlifestyle.Thisconvergenceofwellnessandfunctionalityisopeningnewdemandspacesandgrowthopportunities