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The fabric softeners and conditioners market size is forecast to increase by USD 4.83 billion, at a CAGR of 4.83% between 2024 and 2028. The fabric softeners and conditioners market is experiencing significant growth, driven by several key factors. One of the primary trends is the increasing demand for eco-friendly fabric conditioners, as consumers become more conscious of their environmental impact. Millennials, in particular, are showing a rising inclination toward premium and sustainable products. Additionally, vendors are ramping up their marketing initiatives to capture market share, offering innovative solutions and appealing to consumers' desire for improved fabric care and scent experiences. These factors are contributing to the dynamic growth of the fabric softeners and conditioners market.
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The clothing and apparel industry is witnessing a shift towards eco-friendly and organic products amid growing concerns over harsh chemicals in laundry care products. Consumers, particularly in urban lifestyle settings and dual-income households, are increasingly favoring chemical-free softeners like wool dryer balls and aroma boosters for enhancing softness without compromising on sustainability. In response, brands and private labels are innovating within the home care category, introducing organic softeners and product innovations that cater to eCommerce channels. The rising washing machine penetration and demand for substitute products such as dryer sheets reflect evolving preferences towards convenience and efficiency. Navigating the regulatory scenario governed by bodies like the EU and BIS, manufacturers are adapting to stringent standards while meeting consumer expectations for effective cationic surfactants and safe home care solutions. This dynamic landscape underscores the industry's commitment to sustainability and quality in meeting the diverse needs of modern urbanites seeking both performance and environmental responsibility.
The high demand for eco-friendly fabric conditioners is one of the key drivers supporting the fabric softeners and conditioners market growth. The demand for green products is on the rise due to the increasing concern about the environment and about the need to lead a healthy lifestyle. The chemicals used in fabric conditioners can harm water quality and the softness of clothes in the long run. Furthermore, consumers are becoming very particular about using eco-friendly fabric conditioners and are demanding products that contain eco-friendly and natural ingredients. For instance, Seventh Generation is an American company that manufactures a variety of natural and plant-based fabric conditioners. Bio-D and Ecoleaf fabric conditioners are some popular eco-friendly products available in the market. Such high demand for eco-friendly fabric conditioners will drive market growth during the forecast period.
Key Market Trends
The demand for new formats of fabric conditioners is another factor supporting the fabric softeners and conditioners market growth. Fabric conditioners are emerging in different forms, such as capsules, sprays, bars, and crystals. Another format that is gaining popularity is a ball-shaped organic fabric conditioner made of wool, which is environment-friendly and lasts for several washes. For instance, PGs Downy Unstoppable is available in a wide range of fragrances and in the form of sprays and crystals. Similarly, Unilevers Comfort has launched liquid capsules in Europe and China. This format was launched so that users do not have to be concerned about the volume of the conditioner being used, as the capsule contains a specific amount of conditioner. Such new formats will propel the market growth during the forecast period.
Major Market Challenge
Indoor air pollution is one of the factors hindering the fabric softeners and conditioners market growth. While fabric conditioners are essential to the maintenance of fabric quality, they also may contain toxic or harmful substances that affect indoor air quality and make the fabric more flammable. Some chemicals found in fabric conditioners are chloroform, ethyl acetate, and limonene. These chemicals are particularly harmful to children, which is why the product labels on some fabric conditioners indicate that they should not be used on children's nightwear. Excessive exposure to chemicals can lead to their build-up in the body and affect health. Thus, these factors will hinder the demand for the global fabric softeners and conditioners market during the forecast period.
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Amway Corp - The company offers fabric softeners and conditioners that softens, reduces static cling and leaves clothes feeling soft and smelling fresh with no phosphates, chlorine or other unpleasant ingredients.
The market research and growth report also includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The Liquid segments is estimated to witness significant growth during the forecast period. Liquid sheets are made of cationic ammonium compounds, which come in concentrated as well as regular forms. Rinse cycle fabric softeners (RCFS) and dryer sheets are the most commonly used kinds of fabric conditioners or softeners worldwide.
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The Liquid segments accounted for USD 11.25 billion in 2018 and showed a gradual increase during the forecast period. As the concentrated liquid sheets are thicker, users can use fewer products to achieve better results, which has added to their wide-scale adoption among consumers as a cost-effective product. While RCFS is commonly used in Europe and North America, liquid sheets are gaining popularity in APAC and South America. This will continue to fuel the growth of the global fabric softeners and conditioners market in the liquid segment during the forecast period.
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APAC is estimated to contribute 40% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. The fabric softeners and conditioners market in North America is relatively mature and has a high penetration rate. Consumers are aware of various products available, and a number of brands are sold through established retailers. Procter and Gamble and Amway are the leading brands of fabric conditioners in the region. In the US, the demand for dryer sheets is higher than that for liquid sheets, as these sheets are much more suited for use in tumble dryers, which find high adoption in the country.
Moreover, the US has the largest consumer base for fabric conditioners. Front-load washing machines are commonly used by consumers in the US. Competition in the market is intense due to the presence of popular brands such as Suavitel, Great Value, and Downy. Vendors are changing their pricing strategies and are introducing innovative products to survive in the market. While the market has traditionally been dominated by dryer sheets and liquid conditioners, new product formats like solid crystal forms are slowly gaining popularity.
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion " for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.
You may also interested in below market reports:
1. Fabric Conditioner Market by Distribution Channel, Product and Geography - Forecast and Analysis
2. Laundry Care Market Analysis APAC, North America, Europe, South America, Middle East and Africa - US, China, Japan, Germany, India - Size and Forecast
3. Low Foam Surfactants Market Analysis APAC, Europe, North America, Middle East and Africa, South America - China, US, Germany, Russia, Japan - Size and Forecast
Eco-friendly fabric softeners are gaining popularity in the organic category for their use of natural components, catering especially to sensitive skin needs within the household category. These products are embraced not only in homes but also in the hospitality sector and specialty retail store category, reflecting a broader shift towards sustainability in the home care industry. Available in various forms including liquid products and sheets category options, eco-friendly fabric softeners offer consumers choices that align with their environmental values. They are increasingly accessible through online platforms and specialty retail stores, where liquid fabric softeners and innovative ingredients like zeolite are highlighted for their efficacy and eco-friendly credentials. The demand for organic fabric softeners underscores a growing preference for products that promote both personal wellness and environmental stewardship. As awareness of sustainability continues to rise, these products are positioned to redefine standards in household laundry care, providing effective solutions with minimal ecological impact.
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Market Scope |
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Report Coverage |
Details |
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Page number |
139 |
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Base year |
2023 |
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Historic period |
2018-2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 4.83% |
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Market growth 2024-2028 |
USD 4.83 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
4.37 |
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Regional analysis |
North America, APAC, Europe, Middle East and Africa, and South America |
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Performing market contribution |
APAC at 40% |
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Key countries |
US, China, Japan, Germany, and Canada |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
AlEn USA, Amway Corp., Church and Dwight Co. Inc., Colgate Palmolive Co., Dropps, Godrej Consumer Products Ltd., Henkel AG and Co. KGaA, Kao Corp., LG Household and Health Care Ltd., Lion Corp., Marico Ltd., Melaleuca Inc., Norfolk Natural Living, Pigeon Corp., Reckitt Benckiser Group Plc, S.C. Johnson and Son Inc., Seventh Generation Inc., The Procter and Gamble Co., Unilever PLC, and Werner and Mertz GmbH |
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Market dynamics |
Parent market analysis, Market forecasting growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for forecast period |
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Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Type
7 Customer Landscape
8 Geographic Landscape
9 Drivers, Challenges, and Opportunity/Restraints
10 Competitive Landscape
11 Competitive Analysis
12 Appendix
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