December 9, 2023

Fabric Softener Market: Soaring Demand Amidst Hygiene Priorities and Advanced Formulations

The fabric softener market is witnessing remarkable growth as consumers, particularly the younger demographic, prioritize hygiene, fragrance, and prolonging the lifespan of their clothing, linen, and various fabrics. Fabric softeners have gained prominence for their ability to reduce static build-up in fabrics, making them less clingy to wearers, reducing dust attraction, and easing the ironing process. Additionally, these laundry products contribute to energy savings by reducing drying time in washing machines, all while imparting a pleasant fragrance to freshly laundered items.
The global fabric softener market has expanded significantly in recent years, thanks to rising purchasing power and improved living standards across the world. The increasing sales of washing machines, growing at an annual rate of 12%-14%, have indirectly contributed to the rise in fabric softener sales.

Elevating Hygiene Standards in the Wake of COVID-19
As the COVID-19 pandemic continues to reshape global hygiene standards, fabric softener manufacturers are responding by launching products that are more impactful and focused on delivering desired results.
In line with this trend, SCHUTZEN Chemical Group, a leading chemical manufacturer, introduced SCHUTZEN WEAR SAFE Fabric Softener and Laundry Sanitizer. These products are specially formulated to eliminate 99% of germs, including bacteria, viruses, and fungi. The company asserts that the active anti-viral ingredient in “SCHUTZEN Wear Safe” is capable of inactivating the human coronavirus 229E, a species causing havoc worldwide.

Liquid Fabric Softeners Lead Household Usage
The global fabric softener market is segmented based on product type, end use, sales channel, and region. Product types include liquid, sheets, and tablets or pods. Liquid fabric softeners are prevalent for household use, as they prevent clothes from stretching and fading. They are also favored because they leave no stains or powdery residue on clothing.
The market is further categorized by end use into household, laundry, and hospitality. Analysts anticipate significant growth in the household segment due to the widespread adoption of washing machines. Marketing campaigns targeting young users through social media platforms are expected to further drive growth in this segment. Sales channels include supermarket/hypermarket, departmental stores, pharmacy stores, and online platforms.

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Global Outlook and Key Markets
The United States is estimated to hold the largest market share globally, followed by the United Kingdom. The increasing popularity of multipurpose fabric softeners that soften clothes, eliminate germs, and provide long-lasting fragrance is creating new revenue opportunities. For example, Unilever, through its Comfort brand, offers fabric softeners that not only soften clothes and reduce static cling but also impart a fresh fragrance that lasts for days.
The study also predicts that Asia Pacific will experience substantial growth in the fabric softener market, presenting a significant incremental dollar opportunity. Increased product penetration in local markets, coupled with a growing demand for premium products, is expected to fuel market growth in the region.

Key Players in the Global Fabric Softener Market
Key players in the global fabric softener market include 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.

Global Industry Analysis (2018 – 2021) – Growth Trends and Market Forecast (2022 – 2029):

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This press release first seen on Brilad