Home care is changing from basic cleaning to a holistic focus on health, well-being, and creating lasting positive sensory experiences. Consumers are now demanding more from their home care fragrances, seeking innovative, long-lasting technologies and scents that contribute to psychological well-being.
Personal Care Insights sits down with experts from Univar Solutions and Givaudan to discuss current trends and future predictions for the home care market in 2026.
“Energy efficiency benefits and increasing sustainability goals will push enzyme-driven cold cleaning systems into the mainstream,” said Matt Anderson, Global Marketing Manager, Home Care and Industrial Cleaning, Ingredients + Specialties, Univar Solutions.
“Consumers are increasingly expecting high-performance cleaning solutions that deliver effective results, meet sustainability requirements and provide high value for the consumer's dollar spent.”
Anderson said sustainability will continue to be a key market driver, supported by increased consumer awareness about product composition and environmental impact.
“Convenience is becoming a key consideration. As daily tasks become more enhanced, there is a growing demand for multifunctional products and formats that offer improved ease of use,” he added.
Meanwhile, Givaudan highlights how cleaning is evolving from a chore to a holistic aspect of well-being.
“The home is no longer just a physical space, but an emotional ecosystem that consumers choose to support their mood, focus and balance,” said a Givaudan spokesperson.
According to data from Innova Market Insights, home product launches from October 2023 to September 2025 increased by 16% year-on-year. A third of global launches took place in Europe, with air fresheners being the top category, followed by cotton swab launches.
Evolution of cleaning
Givaudan says scent is at the heart of transforming cleaning from pure functionality to happiness.
A spokesperson explains that cleaning acts as an invisible design element, influencing how consumers feel in their personal environment.
Givaudan says scent is the key to transforming cleaning from functionality to happiness.“Smart fragrance layering blurs the boundaries between categories. Culinary products may evoke tranquility with spa-like scent blends. Air care formats may adapt to the time of day or energy or hormone levels. Surface cleaners with premium scent-level characteristics will elevate mundane tasks into sensory rituals.”
Fragrance technology will continue to evolve towards intelligent sensory systems, systems that adjust release and intensity in response to touch, climate and movement, making every application uniquely responsive.
Givaudan points out that home care essentially represents a new form of sophistication, combining performance and sensory pleasure. It reflects the idea that cleanliness is not only important for hygiene, but also for emotional care and connection with the living space.
Fragrance that transforms
The transformation of this category goes beyond just surface cleaning. Givaudan says scent and odor innovations are driving change in laundry, dishwashing and stain removal products.
A company spokesperson points to Bloomful, a data-driven platform that provides home, fabric and personal care solutions, as an example.
“The Bloomful platform positions Givaudan as an expert in blooms, the moments when a product, such as a home care item, comes into contact with water and releases a strong aroma that fills a room,” says Givaudan.
“This moment is critical for consumers because it has the greatest sensory impact during critical interactions such as washing dishes or floors. This moment evokes emotional responses such as cleanliness, freshness, and satisfaction, building perceptions of product quality, value, and brand loyalty, and driving repeat purchases.”
In difficult home care formats such as mechanical dish pods and concentrated liquids, Bloomful combines perfumer knowledge and science.
The spokesperson provides further details on the patent-pending Bloomful Sparkle for liquid hand and dishwashing and Bloomful Last, which provides unique blooming during all cleaning stages of wet surfaces.
“(The platform) turns everyday chores into aromatic adventures and elevates routines into emotionally rewarding moments.”
Make the scent last longer
Initial bloom is intended to captivate users on first contact, but consumers equally value lingering scents. Givaudan says its Scentaurus technology meets this demand.
Consumers are looking for long-lasting fragrances for their homes.“The Centaurus family is composed of low-odor molecules that release scent notes when triggered by natural elements such as oxygen, light and humidity in the air, reinventing the structure of fragrances by delivering the key notes at a later stage.”
Born from intensive research, the palette blends and adapts different categories to offer “endless and long-lasting possibilities” for laundry detergents, floor cleaners, toilet rim blocks and more. Centaurus is suitable for everyday products and is touted to meet consumer demand for fragrances with lasting performance.
“Just as consumers value seductive scents and lasting freshness, effectively controlling unpleasant household odors is essential to creating a clean, comfortable and healthy living environment,” the spokesperson said.
Eliminating bad odors increases mental well-being, increases perceptions of hygiene and overall satisfaction with home care.
Univar Solutions' Anderson added: “With advancements in encapsulation technology and sensory modifiers, fragrance innovation continues to shape consumer preferences, improving longevity and the overall sensory experience.”
He predicts that key fragrance trends will include long-lasting fragrance profiles, particularly those associated with well-being, such as lavender for relaxation. He added that demand for green citrus and light herbal notes is increasing.
Givaudan also shared this year that its reimagined Zap platform is holistically addressing odor control with well-being at its heart.
Zap offers certified solutions for laundry, toilet care, air care, and kitchen cleaning. It integrates science, eco-friendly ingredients, AI optimization, and tools like Zap Hero. Zap Hero is a design support tool that guides perfumers in technology selection and ensures effective control without the use of harsh chemicals, depending on their specific odor challenges.
The industry continues to incorporate AI into product development and formulation. Earlier this year, International Flavors & Fragrances launched its Science of Performance program, which it described as a comprehensive, science-driven suite designed to enhance fragrance creation. The program combines decades of measurement data with unique AI capabilities to help formulators manage scent intensity and more precisely control odor in fragrances.
trend shifter
According to Givaudan, in home care, cleanliness has evolved beyond hygiene to express a sense of well-being, emotional comfort, and sensory pleasure.
“Fragrances now convey domestic identity and sophistication, with consumers seeking a balance between health, nature and luxury, favoring airy, natural and transparent notes that evoke purity and tranquility. Meanwhile, concepts like 'healing home' and 'home as sanctuary' are turning cleaning into a restorative and mindful ritual.”
The spokesperson added that hybrid lifestyles and urban living have intensified the odor problem.The spokesperson added that hybrid lifestyles and urban living are exacerbating the problem of odor and increasing the demand for performance-oriented fragrances. They cite small spaces, having pets, increased cooking, and home training as examples.
Consumers associate freshness with a sense of well-being and expect products that provide both the immediate effects of scent and long-term relief.
“To meet these expectations and combat odor habituation, the brand employs encapsulation systems, scent boosters and smart release biodegradable technology for sustained freshness,” says Givaudan.
Sensory modulating elements such as thoughtful foam and cool textures enhance the pleasure of cleaning, blending performance and luxury. This is a trend known as “clean dalgence.”
The digital culture represented by #Cleantok redefines cleaning as a creative, multisensory experience, where scents, colors and textures trigger emotional engagement, or “clean entertainment,” the spokesperson explains.
“Emerging Gen Z consumers are starting to take charge of their homes. They are drawn to playful, gourmet, and fruity notes that add a contemporary energy to the category.”
“At Givaudan, we focus on harmonizing innovation and emotion to create fragrances that offer lasting freshness, sensory pleasure and responsible sustainability, enhancing everyday life while caring for people and the planet.”
