Henrik Møller Jørgensen
Henrik is a Global Analyst for Household Products; conducting research, leveraging his extensive knowledge and creating reports and customised client serveys for Mintel.

Number of global launches of household care products aimed at reducing water consumption doubles over five years.

According to the Food and Agriculture Organization of the United Nations, over the last century water usage grew at a rate twice that of the population increase and an increasing number of regions are chronically short of water.
By 2025, 1.8 billion people will be living in countries or regions with absolute water scarcity and two thirds of the world’s population will be under water-stressed conditions. The rapid urbanisation of the global population worsens the situation and places heavy pressure on local and regional water resources.
For this reason, the cleaning industry will have to develop products suitable for a multiple range of water recycling technologies as these enter the growing number of urban households globally. Indeed, according to latest research from Mintel, the number of global launches of household care products aimed at reducing water consumption has doubled over the last five years. At the same time, grey-water suitable household products have received even higher market attention.

Water reducting household products
While grey water suitability is not an issue that European household cleaning products are marketed on, reducing water consumption is of great importance. The products that claim to reduce water consumption in Europe are mostly found in the automatic dishwashing detergent sector, with products formulated for washing at lower temperatures and in shorter wash cycles.

In Asia Pacific, and especially in areas suffering some level of water scarcity, grey-water suitable laundry products are more prevalent. In North America, grey water suitability is most often claimed by eco-brands, such as Seventh Generation, while water reduction is strongly related to the introduction of high-efficiency (HE) washing machines.

The fabric care category is most important in terms of both grey water suitability and reducing household water consumption. Fabric conditioners that reduce the need for rinsing are important in Asia Pacific, while the European and North American markets are focused on laundry detergents suitable for short cycles to reduce water consumption. In hard surface care, products that form a dirt and water repellent film on surfaces reduce water use by reducing the frequency of cleaning, while no-flush toilet bowl cleaners have been developed by Reckitt Benckiser.

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