Cleaning Products Europe: Testing, Innovation, and Health in a Shifting Landscape

by Anna O’Donovan

The recent Cleaning Products Europe Conference in Prague brought into sharp focus the pressures and opportunities shaping the future of the cleaning products industry. From evolving regulations to sustainability demands and shifting consumer expectations, manufacturers are being asked to innovate responsibly and produce evidence to back it up.

At Airmid Healthgroup, these challenges reflect our everyday work and is exactly where our expertise lies. Whether supporting regulatory compliance, validating allergen or VOC claims, or developing advanced test methods, we help our partners bring to market cleaning products that are not only effective, but scientifically substantiated.

Regulation, Innovation, and Consumer Trust

A recurring theme at the conference was how home care is being redefined by the dual forces of sustainability and health. Several sessions focused on the upcoming revision of the EU Detergents Regulation, a major overhaul aimed at aligning the regulatory framework with contemporary market developments, including the rise of bio-based formulations, microbial cleaners, and the digital product passport. Key issues under discussion include biodegradability criteria for non-surfactant ingredients, phosphorus limits, and ensuring that fast-moving consumer goods remain compliant without compromising product performance. The trilogue negotiations are ongoing, with the final regulation expected by 2026.

For manufacturers, this evolving landscape demands not only innovation but also robust evidence of safety and efficacy. Airmid provides independent testing services that help companies validate functional claims. Our regulatory and scientific teams stay closely aligned with European policy developments to help clients bring future-proof products to market.

Advanced Test Methods for a New Generation of Cleaning Products

Many presenters in Prague called for the modernization of test methods to keep pace with the speed of innovation. This is a need Airmid has long anticipated. We specialize in robust, reproducible testing protocols that reflect real-world product use, from allergen removal on household surfaces to volatile organic compound (VOC) emissions during cleaning.

Recent work on “sensitive airways-friendly” fragranced cleaning products, presented at AAAAI, highlights this approach. With over 3,000 fragrance compounds in use, and more than 150 linked to allergic reactions, it is essential to use integrated assessment methods that combine safety data, VOC testing, and population-level exposure models. Our expertise in this area ensures we can support manufacturers in formulating offerings that empower individuals with reliable, scientifically verified information to make choices that align with their health needs.

Eco-Labeling and Bio-Based Products – a Crowded Market

The proliferation of eco-labels and green certifications was also discussed at length during the conference. While these labels can provide consumer assurance, they can also create confusion in the absence of harmonized standards. For formulators working with bio-based or low-impact ingredients, this creates both a challenge and an opportunity.

Airmid supports clients in this area by helping assess not just the environmental profile of a product, but its impact on health and indoor air quality. Our testing protocols evaluate whether “natural” or “green” products are also low in allergens, VOCs, or respiratory irritants. This dual lens ensures that sustainability claims are supported by meaningful performance data, and that new product innovations are better positioned for third-party certification or endorsement.

A More Transparent and Accountable Industry

The conference concluded with a clear call for greater harmonization of standards, especially in relation to emerging technologies and health claims. While regulatory frameworks are evolving, manufacturers have the opportunity to lead by example through transparent testing, independent validation, and proactive alignment with health-focused initiatives.

Airmid works with product developers, formulators, and brand owners to bridge the gap between innovation and regulation. Whether it’s through validating claims related to allergen removal, fragrance sensitivity, or VOC emissions,  or helping clients prepare for future regulatory changes, we provide the science that supports product credibility.

In Summary

The Cleaning Products Europe Conference served as a reminder that the future of the cleaning industry is about being greener but also, it’s about being cleaner, healthier, and more accountable. At Airmid Healthgroup, we are committed to helping manufacturers meet that challenge through robust testing, scientific consultation, and a shared commitment to better health outcomes.