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The Fabric Conditioner Market size is projected to increase by USD 3.22 billion and the market size is estimated to grow at a CAGR of 4.43% between 2022 and 2027. The growing popularity of concentrated fabric conditioners is the key driver for the growth of the global market. These conditioners have some features such as thicker consistency and are less diluted than traditional conditioners. The consumer can use the product according to their choice. Also, factors such as less space per unit, which can be transported in greater quantities reduce fuel consumption and transportation costs. Therefore, vendors are able to save time and money when manufacturing concentrated conditioners. Moreover, for instance, Unilever's Comfort offers some of the most popular concentrated conditioners in the market. The conditioners have several benefits over traditional detergents such as they completely dissolve in water, do not accumulate on textile, liquid form reduces the chances of allergic reactions, have a higher cleaning efficiency, and are compact and easier to use. Such factors drive the demand for these conditioners and are expected to drive the global market during the forecast period.
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Different forms of the conditioners, such as capsules, sprays, bars, and crystals. Another format that shows the increasing demand is a ball-shaped organic conditioner made of wool, which is environment-friendly. For instance, P&G's Downy Unstoppable is available in a wide range of fragrances and in the form of sprays and crystals. Similarly, Unilever's Comfort has launched liquid capsules in Europe and China. Furthermore, another innovation is the MosquitNo, which is an insect-repellent conditioner. The addition of this to clothing during the wash cycle makes the fabric repellent to insects for at least ten washes. Hence, the emergence of conditioners in different forms, like, capsules, bars, sprays, and others, led to the demand for such conditioners, Which will propel the growth of the global market in the forecast period.
The perforation of branded laundry care products is low in developing countries due to which it affects the demand for fabric softeners and liquid detergents. Additionally, other detergents, such as powder and bars are still highly used in rural areas. Owing to the presence of a highly price-sensitive customer base, and low awareness among the population about the benefits associated with such products affects the penetration of the products. Moreover, in APAC, the adoption of such advanced laundry care products is low in countries like India, China, Indonesia, and the Philippines. Customers are price-sensitive and they prefer detergents that are less priced and serve multiple purposes. Such factors can significantly affect the adoption of fabric softeners and liquid detergents, which hinder the growth of the global market during the forecast period.
The market share growth by the offline segment will be significant during the forecast period. The offline distribution channel generates revenues from the sales of the conditioners through specialty stores, hypermarkets, supermarkets, drugstores, convenience stores, clubhouse stores, and department stores. Although the revenue generated by the offline distribution channel has been declining gradually over the past few years because of the increasing preference for online shopping, Manufacturers of laundry care products sell their products through specialty stores and other retailing formats, which increases market competition.
The offline segment was valued at USD 9,022.05 million in 2017 and continued to grow until 2021. Vendors are also focusing on the online-to-offline (O2O) business strategy to enhance sales through offline distribution channels. The O2O channel provides various benefits to buyers in various ways such as in-store pickup of the goods purchased online, and returning products purchased online to the preferred physical stores. Owing to these strategies, it will help vendors increase their market share and expand their consumer base. Hence, the business strategies adopted by the offline vendors to expand sales will drive the growth of the offline segment in the global market during the forecast period.
The online distribution channel is the fastest-growing segment, with various online services enhancing customer satisfaction by saving time and effort. The shift in consumers' shopping preferences for conditioners worldwide indicates that online shopping is gaining traction in the global market. Some of the benefits that encourage consumers to purchase products online such as cash on delivery (COD) option Convenient return policies Secured transactions Wider options to choose from and 24-hour accessibility Hence, consumers' shift in the preference for shopping through online portals and a rising online retailing will drive the growth of the market during the forecast period.
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Rinse cycle fabric softeners (RCFS) is a liquid conditioner that is made from cationic ammonium compounds, which come in concentrated as well as regular forms. RCFS and dryer sheets are the most used kinds or softeners worldwide. As the concentrated RCFS is thicker than the regular one, users can use products to achieve better results, which has added to their wide-scale adoption among consumers as a cost-effective product.d. Hence, the rise in the wide-scale adoption of RCFS will drive the growth of the RCFS segment in the global market during the forecast period.
Even though the dryer sheets segment volume of sales is on a decline, because of practical difficulties in their usage, dryer sheets can get stuck on clothes during washing and leave stains. Liquid conditioners are mainly used and suited in washing machines, as dryer sheets may clog the machine. Hence, owing to its less popularity and drawbacks in usage drive the market growth during the forecast period.
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Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. The market in APAC constitutes a significant portion of the global market. China is a key market in APAC, followed by Japan and India. Countries like China and India are expected to be the fastest-growing markets in the world because of their healthy economic growth. Vendors like Unilever are increasingly focusing on these countries and are setting up production plants and creating product portfolios to cater to the region
Moreover, the factors such as positive economic growth, combined with the rise in per capita income, have had a significant positive impact on consumer products. The growth of the market in the country is corroborated by the growth in urban population, increasing product awareness, and relative growth in per capita spending on household supplies. While multiple brands are operating in the market, international brands like Comfort and Downy have carved a considerable niche for themselves.
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.
The research report also includes detailed analyses of the competitive landscape of the market and information about 15 market 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 Market is influenced by consumer products domain experts, with a shift towards eco-friendly options and natural ingredients due to concerns over petroleum-based products. Sales through online platforms and eCommerce channels are prominent, particularly for liquid fabric softeners catering to sensitive skin. Strategic partnerships drive innovation, leading to new and improved offerings, including organic fabric softeners. The market also sees growth in low-foaming detergent and zeolite for detergent segments. Leading players focus on DTC channels, acquisitions, and mergers to expand their market presence, with companies like Devan playing a significant role.
The market report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027.
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Fabric Conditioner Market Scope |
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Report Coverage |
Details |
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Page number |
162 |
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Base year |
2022 |
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Historic period |
2017-2021 |
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Forecast period |
2023-2027 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 4.43% |
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Market growth 2023-2027 |
USD 3216.87 million |
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Market structure |
Fragmented |
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YoY growth 2022-2023(%) |
4.09 |
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Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
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Performing market contribution |
APAC at 44% |
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Key countries |
US, China, Japan, UK, and Germany |
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Competitive landscape |
Leading Vendors, Market Positioning of Vendors, Competitive Strategies, and Industry Risks |
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Key companies profiled |
Church and Dwight Co. Inc., Colgate Palmolive Co., Dropps, Henkel AG and Co. KGaA, Industrias AlEn SA de CV, Kao Corp., LG Corp., Lion Corp., Marico Ltd., Melaleuca Inc., NeoVchem, Norfolk Natural Living, Pigeon Corp., PZ Cussons Plc, Reckitt Benckiser Group Plc, S.C. Johnson and Son Inc., The Procter and Gamble Co., Unilever PLC, Werner and Mertz GmbH, and Wipro Ltd. |
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Market dynamics |
Parent market analysis, Market forecasting, Market 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 the forecast period. |
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Customization purview |
If our market growth and trends report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market research report to meet your requirements.
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Market Segmentation by Product
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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