Overall, the North American home care market is characterized by a demand for convenience, value, transparency, and sustainability, with innovation in both product formulation and packaging playing a crucial role.
Limit Exposure to Harsh Chemicals “Toxin-free” claims in home care typically refer to the absence of ingredients that are perceived as harmful or controversial by consumers. While the specific chemicals covered can vary by brand and product, several key ingredients are commonly excluded and highlighted in “toxin-free” or “free-from” claims. Toxin-free claims in home care most commonly cover sulfates, parabens, phthalates, phosphates, triclosan, formaldehyde, 1,4-dioxane, chlorine, ammonia, and synthetic dyes/fragrances, among others. However, it’s important to note that “toxin-free” is not a regulated term, so the list of excluded chemicals can vary by brand and consumer perception.
According to Mintel, new products launched in home care with “toxin-free” claims surged around 2017-18 and has slowed down more recently. We believe recent regulations around 1,4-dioxane will spur a surge in dioxane-free ingredients and claims.
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(Source Mintel Leap, April 2025)