Fabric Softener Market

Global Industry Analysis (2018-2021) – Growth Trends and Market Forecast (2022-2026)


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Achieving Higher Standards of Hygiene as COVID-19 Grips the World Boost Sales for Fabric Softeners

Laundry products have registered substantial growth across the globe as the younger demographic is particular about hygiene, fragrance, and making clothes, linen, and varied fabrics last longer. Fabric softeners promise to reduce static build-up in fabrics, which makes them less clingy to the wearer. It also reduces dust attraction and makes it easier to iron. This laundry product also cuts down drying time, which saves energy while clothes are tumble drying in the washing machine. Above all, its pleasant fragrance to the fresh laundry has earned it maximum sales in recent years.

The global fabric softener market has expanded at a significant pace in recent years with improving purchasing power that has upgraded the standard of living for the overall population. Increasing sales of washing machines, at 12%-14% annually, have also made an indirect contribution to the fabric softener sales.

AS the COVID-19 pandemic redefines hygiene standards, fabric softener manufacturers are focusing on launching products that are more impactful and focused on delivering desired results.

Tapping the trend, SCHUTZEN Chemical Group, one of the leading chemical manufacturers, launched SCHUTZEN WEAR SAFE Fabric Softener and Laundry Sanitiser. The products are formulated to remove 99% of the germs, which may include bacteria, virus, and fungus. The company claims that an active anti-viral ingredient in “SCHUTZEN Wear Safe” is capable of inactivating human coronavirus 229E, a species wreaking havoc globally.

Liquid Fabric Softeners Take the Lead in Household Usage

The global fabric softener market is segmented on the basis of product type, end use, sales channel, and region. By product type, the market is segmented as liquid, sheets, and tablets or pods. Liquid fabric softeners are widely used for household purposes as they prevent clothes from stretching and fading. The demand for liquid fabric softeners is also high as it does not leave behind any type of stain or powdery effect on clothes.

By end-use market is segmented on the basis of household, laundry, and hospitality. According to analysts, the household segment is expected to gain substantial growth in the near future. Increased penetration of washing machines in households is the primary cause of rising sales of fabric softeners. The household segment is also slated to thrive as advertising campaigns and marketing strategies remained focused on luring young users via social media platforms. Lastly, the market is segmented based on sales channel into supermarket/hypermarket, departmental stores, pharmacy stores, and online platforms.

Globally, the U.S. is estimated to hold the largest value share followed by UK. Increased penetration of multipurpose fabric softeners that make clothes soft, germ-free, and add fragrance to the clothes is to create new revenue pockets. For instance, Unilever, under its brand name of Comfort is offering fabric softener that not only softens clothes and reduces static cling but also imparts a fresh fragrance that can last for days.

The study also predicts that Asia Pacific is expected to gain a visible incremental dollar opportunity over the forecast period. Increased product penetration in local markets coupled with expanding demand for upmarket products is expected to drive market growth in the region.

Global Fabric Softener Market: Key Players

The research report on the global fabric softener market studies key players such as Procter & Gamble, SC Johnson & Son, Inc., The Unilever Group, Henkel AG & Co. KGaA, Colgate-Palmolive Company, Church & Dwight Co., Inc., Reckitt Benckiser Group, Godrej Consumer Products Limited, Amway Corporation, and The Clorox Company.

In the coming years, companies are expected to expand their product range to appeal to a wider crowd. For instance, in 2018, Procter & Gamble brand, Downy, expanded its product range with the launch of Downy Nature Blends in the U.S. It is a plant-based fabric conditioner with a touch of coconut oil that enables to extend the shelf life of the clothes.

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