In recent years, the global fabric softener market has recorded consistent growth owing to concerns over hygiene and demand for eco-friendly offerings. This growth can primarily be attributed to the laundry needs and preferences of the younger population. Today’s modern consumers seek laundry products, such as fabric softeners, with a pleasant fragrance, sustainable composition, and longer after-wash life. These demands are suitably fulfilled by the wide range of fabric softeners available in the market.

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The multiple varieties of fabric softeners available today are an ideal solution to make clothes and other fabrics cleaner and more comfortable to use. Owing to favorable benefits such as reduced electrostatic charge in fabrics, dust attraction, and drying time, the adoption of fabric softeners is expected to significantly rise over the study period. Other factors such as higher disposable incomes, shift towards premium laundry care, and increased penetration of washing machines in urban households also contribute to the expansion of the global fabric softener market.

The ‘New Normal’ Calls for Better Hygiene Standards, Creating Fresh Growth Opportunities

As the world emerges from the COVID-19 pandemic, it continues to pay due attention to sound hygiene practices. Exploiting this opportunity, fabric softener manufacturers are turning to innovation and social listening to launch products that better cater to their target audiences. For instance, SCHUTZEN Chemical Group, a leading chemical manufacturer, successfully launched a fabric softener with its unique selling point being 99% removal of germs, including fungus, bacteria, and virus. Similarly, capitalizing on the lifestyle changes brought on by the pandemic, industry leaders in the fabric softener market are projected to create new growth opportunities for themselves in the near future.

Attention to Laundry Care Drives Adoption of Liquid Fabric Softener in Households

Globally, fabric softeners are available in multiple types meant for several end-use markets. From liquid, tablets, sheets, to pods, diverse variants of fabric softeners can be found in the market. However, among these, the demand for liquid fabric softener is relatively higher owing to its mild composition and stain-free nature. As far as the end-use market is concerned, the demand for fabric softeners is expected to be more pronounced in urban households. One of the main reasons for this is higher purchasing power among urban populations that indirectly leads to increased penetration of washing machines in households, which in turn prompts consumers to buy washing machine-friendly fabric softeners.

U.S., UK, and Asia Pacific Emerge as Foremost Contenders for Regional Dominance

The United States, followed by the United Kingdom, are the dominant markets across the global fabric softener market. Above average purchasing power, multipurpose fabric softeners, and eco-friendlier alternatives are the main growth drivers in these markets. Further, driven by concerns about hygiene, the Asia Pacific region is set to open new avenues for growth over the forecast period.

Major Players in the Global Fabric Softener Market

The most prominent players include SC Johnson & Son, Inc., Procter & Gamble, The Unilever Group, Colgate-Palmolive Company, Godrej Consumer Products Limited, Henkel AG & Co. KGaA, Amway Corporation, Church & Dwight Co., Inc, Reckitt Benckiser Group, and The Clorox Company.

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