In 2024 the homecare sector will continue to be elevated to luxe status as more consumers seek to revamp even the most mundane household basics. From laundry liquid to dish soap, products which mimic the aesthetics of premium skincare or perfumes will pop up on shelves everywhere following a growing preference for better quality goods.

With that in mind, here are the top homecare trends to look for in 2024:

Trend 1: Consumers invest in high-end homecare 

A preference for luxury in homecare is emerging among consumers looking to add to their experience at home. Cleaning as a form of self care is fast becoming the norm in the same way as indulging in gourmet food, designer fashion, and high-end skincare.

Preceded by customers willing to spend, the scents, textures, and aesthetics of beauty have been transferred to homecare products in increasingly novel ways. Worth over $40 billion, the global household cleaning market has thus seen the entry of powerhouse brands like Diptyque and is expected to reach $47 billion by 2026.

Trend 2: Looks matter

When it comes to aesthetics, the increasing focus on home interiors due to the influence of home-centric lifestyles means that generic supermarket brands no longer cut it. Post-COVID, homebody consumers prioritise the display of homecare products as much as their actual function. Even traditionally utilitarian spaces like laundries and cleaning cupboards are being reimagined with aesthetics in mind. Inspired by social media, spaces are being reorganised to channel a sense of orderliness and calm that comes with a cohesive look, and a big part of this look is down to a carefully curated selection of products.

Trend 3: Health impact of homecare products under scrutiny 

Environmental concerns and the desire for healthier living converge to bring increased scrutiny of household cleaning products. It’s a well-known fact that many traditional cleaning products contain harsh chemicals like bleach which can irritate the skin, eyes, and respiratory system. Awareness of the health risks associated with the short and long-term exposure to cleaning products has led to the development of more eco-friendly and allergy friendly alternatives. 

Cleaning products with formaldehyde, phthalates, SLS, triclosan, chlorine, hydrogen peroxide and more are being traded for sometimes fragrance free and preservative free products. On top of their effect on human health, homecare products are also judged by their environmental impact. Environmentally conscious consumers wishing to minimise their footprint typically look for signs products don’t harm the planet by choosing phosphate-free detergents detergents for example to reduce harm to aquatic ecosystems. 

Trend 4: Homecare packaging gets a chic eco makeover

When it comes to homecare product packaging, the outside matters just as much as the inside. In 2024 eco-friendly packaging including biodegradable, recyclable, refillable and/or reusable packaging is a major consideration for consumers looking to minimise waste. In practical terms this means recycled plastic, containers made of glass or aluminium should be the first port of call for brands that wish to appeal to this cohort. 

Special attention should be put towards the design of the packaging – think sleek and minimalistic designs with muted color palettes, clear containers which show the product inside to hint at ingredient purity. Brands should keep in mind that rather than store products away in a cupboard, modern consumers expect to display them in the home.

Trend 5: Humble dishwashing liquid gets a facelift

Boutique and big-name brands are making their way in the dishwashing liquid game with fabulous reinventions that promise to nurture the skin and leave dishes gleaming. Natural ingredients-based products are quickly catching up to the same performance standards of their regular counterparts while industry wide. Crafted in small batches, boutique/small brand luxury dish soap come in exquisite fragrances, turning a mundane daily chore into a moment of indulgence and sensory pleasure. 

Packaged in beautifully designed bottles, these boutique offerings add an element of sophistication to the kitchen sink with their exotic scents and unique formulations drawing in those who appreciate both functionality and aesthetics in their cleaning products. In 2024 this sector can be expected to pick up the pace though there is still plenty of room in the market for a mid range brand.

Trend 6: Rise of luxe laundries 

Quality over quantity is the name of the game as consumers move towards the idea of investing in better homecare choices to maintain their home and belongings. For those who spend significant amounts on clothing, it makes sense to source the right detergent to keep clothes in the best condition possible.  

Not only does the washing process have a big effect on fabric longevity, it also affects how it feels on the skin post-wash. As well as superior performance, consumers look for detergents that are gentle on fabrics but tough on stains and odours. Whether they’re in the form of laundry sheets, powder or liquid, expect to see advanced formulations paired with eco-friendly ingredients, elegant packaging, and other premium features.

Trend 7: Home fragrance trends

Home fragrance trends are fast evolving to reflect changing consumer preferences and lifestyles. In 2024 trending scents will become ever more sophisticated as brands manufacture fragrances with increased depth and dimension. Beyond traditional floral and citrus notes expect to encounter more unique and experiential aromas that encompass gourmet scents like caramel popcorn, homely scents like clean linen and fresh cut grass, and nature scents like ocean spray and morning dew. 

Earthy and woody scents like sandalwood and cedar have also gained popularity, along with cozy and comforting scents such as vanilla and amber. One notable trend in the world of home fragrance is the merging of designer perfumes with home fragrances. Luxury brands have extended their signature scents into candles, diffusers, and room sprays, allowing consumers to fully immerse themselves in their favourite fragrances at home. 

Once associated with artificial and overpowering scents, air fresheners have also undergone a transformation with natural and subtle options like essential oil diffusers becoming increasingly popular. Overall this trend reflects consumers’ growing desire for personalised and sophisticated home fragrances that positively add to their experience at home. 

Trend 8: Multitasking concentrates shine in minimalist routines

High-performing multitasking concentrates are a game-changer in the homecare industry. Designed to simplify cleaning routines and reduce waste, these workhorses reduce the need for multiple specialised cleaning products. With a single, versatile concentrate, consumers can tackle a variety of cleaning tasks throughout the home. Whether it’s a preservative-free window cleaner, an all-purpose surface cleaner, or a powerful bathroom and shower cleaner, these products not only streamline cleaning routines but are also a more sustainable way to clean.

Trend 9: CleanTok surpasses BeautyTok

With a massive 79 billion views compared to BeautyTok’s 50 billion views, TikTok has seen the incredible rise of a cleaning boom where products and cleaning techniques go viral in a matter of minutes. From “cleaning influencers” showcasing their meticulous organisation skills to time-lapse videos of deep cleaning transformations, TikTok is the go-to hub for cleaning enthusiasts looking to share their expertise and inspire others. 

Brands can tap into the power of TikTok by creating content that frames cleaning as a creative and shareable activity. Brands that successfully turn mundane chores into engaging and fun content foster a sense of community among viewers and are more able to encourage them to try new products or adopt new cleaning methods and routines.

Rohan Widdison is CEO of New Laboratories.