Lavender leads the way in household care

Lavender leads the way in household care

Insight by Gama Compass™

MANCHESTER – 9th July 2015: Gama turns its attention to the household care industry for its latest analysis of product launches reported by Gama Compass™, focusing on innovation patterns in the air care, laundry & fabric care and cleaners & detergents markets.

According to Gama’s analysis, leading the way from a fragrance perspective in new household care launches was lavender, appearing almost twice as frequently as any other fragrance across the industry as a whole since 2014. Also, and in a demonstration of the breadth of its appeal, it featured at the top of the leaderboard in each of the air care, laundry & fabric care and cleaners & detergents markets: in laundry & fabric care in particular it appeared on almost 1 in 10 new launches.

Geographic, macro-economic, socio-demographic and climatic factors also uncovered interesting patterns, particularly in the distribution of launches across the three markets. Laundry & fabric care launches as a proportion of overall household NPD were especially evident in the Americas, as well as, more generally, in countries with high summer temperatures and low GDP per capita.

Elsewhere, clear preferences emerged when use of packaging colour was examined across the household care industry. In particular, blue & cyan accounted for more than 30% of primary pack colour choices, significantly ahead of FMCG launches as a whole. Purple also proved relatively popular, especially in laundry and fabric care, although, by contrast, red was less favoured, used on only 1 in 10 of all household launches reported.

Source: Gama Compass™


Notes to editors

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Cesar Pereira, founder & CEO of Gama, is available for comment. To arrange an interview please contact +44 161 818 8700 or

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