Market Trends of North America Home Care Packaging Industry
Dishwashing is expected to Hold a Significant Share
- Urbanization and rising consumer spending are key drivers behind the growing demand for dishwashing products in the region. Heightened awareness of health and hygiene, coupled with increased consumer spending, has spurred a robust demand for home care products, particularly dishwashing items. Data from the United Nations Human Settlements Programme (UN-HABITAT) highlights this trend: In 2020, 82.6% of North America's population resided in urban areas, with projections suggesting this figure will climb to 89% by 2050. This urban population surge is poised to boost the demand for home care products further.
- Growing awareness of the harmful chemicals in conventional dishwashing products is driving a surge in demand for organic dishwashing detergents and liquids. In response, leading brands are promoting their offerings with appealing labels like "100% Natural," "Chemical-Free Formulations," and "Dermatologically Tested," aiming to attract eco-conscious consumers. For example, in January 2023, Tru Earth unveiled a new addition to its household cleaning lineup. Their dishwasher detergent tablets, touted as eco-friendly, aim to minimize single-use plastic waste. Designed for versatility, these tablets effectively clean dishwashers, flatware, and cookware. Each tablet tackles grease and stains and features an integrated rinse aid, ensuring dishes come out sparkling clean—all while being gentle on the environment.
- Moreover, numerous brands in the region are offering high-quality products at competitive prices. These brands focus on delivering dishwashing soaps and liquids in visually appealing packaging formats. Several industry players collaborate to launch fully recyclable, mono-material flexible plastic packaging.
- For instance, in 2022, Mondi partnered with Reckitt Benckiser Group to unveil a fully recyclable, mono-flexible plastic packaging for their Finish Dishwasher Tablet Quantum Ultimate. Mondi supplied the BarrierPack recycled packaging for RB's premium Finish dishwasher tablet line. In contrast, RB's Finish dishwasher tablet range previously utilized a non-recyclable, multi-layered, multi-pouch, multi-material laminate. This shift to new recycled packaging aligns with RB's commitment to achieving 100% recyclable plastic packaging by 2025.
- These developments underscore the growth of the home care packaging industry, driven by the surging demand for dishwashing products in the region.
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Plastic Packaging is Driving the Market
- Plastic's prevalent use in key packaging forms, including bottles, pouches, and jars, has established a robust market for the material. Its inherent flexibility, strength, and durability make plastic the preferred choice for packaging a diverse range of products, from liquids to creams and powders. Unlike many other materials, plastic's malleability allows it to be easily molded into various shapes.
- Key drivers fueling the demand for plastic products include the expansion of the retail sector, the rise of dual-income households, and a growing appetite for PET bottles in home care products. Beyond its advantageous properties, innovations such as tamper-evident caps and closures are gaining traction, adding significant value for brand owners. Consequently, this trend has bolstered the adoption of plastics in many home care products.
- Additionally, companies are prioritizing recycling initiatives in North America as a key strategy to combat ocean-borne plastic pollution and tackle poverty. The initiative seeks to enhance recycling awareness and advocate for responsible plastic usage. Each recycled bottle symbolizes a fresh revenue stream or economic chance for those involved in the program. For instance, SC Johnson, a US-based firm, has unveiled the globe's inaugural 100% recycled ocean plastic bottle under its Windex brand, a testament to its commitment to curbing oceanic plastic pollution.
- Moreover, Henkel has partnered with Plastic Bank to integrate social plastic into the packaging of its beauty care products and those from its consumer business units. Both companies are committed to reducing plastic waste in oceans and uplifting impoverished communities. In a notable move, Henkel has joined forces with Plastic Bank, a social enterprise focused on intercepting plastic waste before it reaches oceans and waterways. Through its laundry and beauty care divisions, Henkel has rolled out product packaging made entirely from recycled plastic. Additionally, up to half of this packaging will feature social plastic, sourced proactively to prevent it from entering oceans or waterways.
- As reported by Happi Magazine, in 2023, all-purpose cleaners and disinfectants topped the list of household cleaning products in the U.S., achieving sales surpassing USD 1.70 billion. Toilet bowl cleaners followed, with sales nearing USD 669.44 million. This surge in sales is expected to drive market growth during the forecast period.
- However, concerns regarding the environmental impact of plastics, combined with the easy access to eco-friendly alternatives such as paper, metal, and glass, have slowed market growth over the last decade. Nevertheless, with the emergence of biodegradable plastics and improved recycling initiatives, plastics are poised to retain their presence in home care packaging.
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