Consumer expectations and regulatory pressures are reshaping the cleaning and personal care markets faster than ever. Safety, uncompromising performance, and sustainability are no longer competing priorities—they’re converging. Here are the top 10 trends that defined 2025 and how ingredient innovation is powering the next generation of high-performing, low-impact formulations.
1. PFAS-Free and Safer Chemistry Reformulations
With global scrutiny intensifying around PFAS, brands are accelerating reformulation efforts and rethinking long-term ingredient strategy. “PFAS-free” has become a marker of responsible innovation and regulatory readiness. Polyitaconates offer a drop-in alternative to petroleum-derived PFAS-adjacent chemistries without sacrificing performance.
2. Microplastic-Free and Capsule-Free Claims
New EU restrictions are driving a rapid shift away from microbeads and encapsulated fragrances, especially in laundry and cleaning. Consumers increasingly associate microplastic-free products with environmental safety and modern sustainability standards. Brands are replacing microcaps with biodegradable odor neutralizers and polymers that don’t persist in waterways, such as plant-based Itaconix® ONZ™.
3. Ingredient Transparency
Clear, accessible, and verifiable ingredient information is becoming mandatory rather than optional. Expanded ingredient and allergen disclosures are enabling brands to give consumers the clarity they expect. Companies that embrace transparency—supported by third-party recognition like EPA Safer Choice—gain trust in a market wary of greenwashing.
4. Low-VOC, Fragrance-Free, and Respiratory-Friendly Formulas
Indoor air quality concerns are shifting demand toward low-VOC and fragrance-free formulations, especially in products used frequently or in enclosed spaces. Consumers want effective cleaning without harsh fumes or irritation. High-efficacy polymers like Itaconix® TSI® and DSP, and odor neutralizers that minimize reliance on strong fragrances are becoming central to next-generation product development.
5. Increased Scrutiny of “Non-Toxic” Claims
Retailers, watchdog groups, and regulators are cracking down on vague or unsubstantiated “non-toxic” assertions. Brands must now back safety claims with data through recognized certifications or transparent ingredient breakdowns. Verified, plant-based chemistries with certifications such as Safer Choice give brands the credibility needed to meet rising compliance expectations.
6. Cold Water Cleaning Performance
Energy-conscious households and commercial users are driving a shift toward cold-water washing. This requires ingredients that maintain cleaning power, soil removal, and odor control even at low temperatures. Advanced dispersants, builders, and enzyme-compatible polymers—such as Itaconix TSI® and DSP—enable claims like “works even in cold water” without compromise.
7. Multi-Functional Ingredients for Simplified Formulas
Efficiency is moving upstream into the formulation process itself. Multifunctional ingredients that combine dispersing, scale inhibition, and odor neutralization reduce the total number of raw materials, simplify supply chains, and support cleaner labels.
8. Odor Neutralization That Goes Beyond Masking
Consumers are moving away from heavily fragranced “cover-up” products and toward solutions that eliminate malodors at the source. Zinc-based odor control systems, such as ONZ™ and VELAFRESH®, enable fast-acting, long-lasting odor neutralization without microcapsules. This shift supports both microplastic-free claims and healthier indoor environments.
9. Performance Across Hard Water Conditions
Global water hardness variation is pushing brands to ensure consistent results regardless of geography. Builders and chelates that prevent scale, redeposition, and surface dullness are essential for maintaining efficacy. Plant-based polyitaconates offer strong mineral control at low dosages, enabling “works in all water types” claims worldwide.
10. Concentrated, Compact, and Waterless Formats
From tablets and sheets to ultra-concentrated liquids, compact formats continue to define sustainable product innovation. These formats reduce packaging, shipping emissions, and water usage—while demanding ingredients that dissolve well and perform strongly in small doses. High-efficiency polymers allow brands to deliver powerful cleaning in lighter, low-impact formats.
How Itaconix Helps Brands Win
Itaconix’s plant-based portfolio aligns with the safety, performance, and sustainability trends reshaping the cleaning and personal care markets. Derived from renewable itaconic acid, our polymers replace fossil-based builders and odor control ingredients while enabling microplastic-free, concentrated, cold-water, and high-performance formulations. With strong third-party validation and proven functionality, Itaconix helps brands create the safe, sustainable, and high-performing products that consumers and regulators expect in 2025 and beyond.
