Expanding Self-Care at Home
Self-care continues to influence consumer preferences, habits and purchase decisions. And this aspect of wellness is a growth driver for household goods.
Living spaces and the products used at home are evolving to help foster an improved sense of personal wellbeing.
projected global sales of indoor plants in 2024
Source: Euromonitor International, Passport Home and Garden
projected global sales of air purifiers in 2024
Source: Euromonitor International, Passport Consumer Appliances
of consumers surveyed own a pet in 2024
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January to February 2024 (n=33,210)
global home care SKUs with clean label claims in 2023, up 12% from 2022
Source: Euromonitor International, Passport Product Claims and Positioning
A wellness haven at home
The home is often seen as a place of refuge to retreat from everyday stressors or negative noise in the world. And a widespread hybrid-work culture means more time spent (and invested) in these residential sanctuaries.
Wellness is now influencing life at home, and self-care represents an area primed for further exploration.
1Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January to February 2024 (n=40,236)
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January to February 2024 (n=40,236)
![](https://assets.foleon.com/eu-central-1/de-uploads-7e3kk3/49708/orange_quote.98bc339f6552.png?)
We've invested so much humanising emotion into pets, into plants—even into robots and inanimate objects around the home—where they've taken on a new role inside of our life.
Nick Stene
Global Head of Home and Garden
New wellness products for the home
Dr. Beckmann launched a line of laundry detergent sheets, MAGIC LEAVES, online across Europe in 2022 and continues to expand e-commerce distribution of these products globally.
The sheets are designed to fully dissolve at temperatures as low as 20°C and are a carbon-neutral product that uses significantly less packaging than traditional detergents.
new product launches in the laundry care category were detected online in 2022
Source: Euromonitor International, Passport Innovation (based on data update in April 2024)
Lifelines is a sensory immersion brand with stress-relief and self-care products that first appeared in the US online marketplace in 2023. The brand sells a line of essential oils in four wellness blends—Calm, Energy, Focus and Joy.
new product launches in the air care category were detected online in 2023
Source: Euromonitor International, Passport Innovation (based on data update in April 2024)
Whiskas launched new cat treats—Relax & Unwind—online at zooplus in Switzerland and Germany this year. The treats are formulated with amino acids to promote calmness and feline wellbeing.
new product launches in the pet food category were detected online in 2023
Source: Euromonitor International, Passport Innovation (based on data update in April 2024)
The evolution of wellness products in the home
Mood enhancement
Therapy Clean taps into mood-enhancing claims in the US with its plant-based cleaners. The products are formulated with essential oils and positioned around wellness.
Clean formulations
Sherwin-Williams SuperPaint features two formulations geared towards wellness. The Sanitizing Technology product claims to help prevent certain bacteria from spreading, whilst the Air Purifying Technology claims to improve air quality indoors by neutralising toxins.
Need states (for pets)
UK-based Scrumbles introduced calming treats for cats and dogs to help reduce pet anxiety. The products are made with natural ingredients and prebiotics that support gut health.
Recommendations and opportunities
Design with wellness in mind—from ergonomic furniture to premium materials to clean ingredients and beyond.
Experiment with formulations to balance efficacy with the desire for natural products.
Clearly convey the health benefits of your products and how those solutions promote self-care in the home.
Use scents, colours, ingredients or materials to evoke appealing moods and create emotional connections with customers.