Fabric Softeners & Conditioners Market Size, Share & Trends Analysis Report By Product (Liquid, Dryer Sheets), By Application (Household, Commercial), By Region, And Segment Forecasts, 2019 - 2025

Report Overview

The global fabric softeners and conditioners market size was estimated at USD 16.53 billion in 2018. It is expected to expand at a CAGR of 4.7% during the forecast period. Rising consumer preference for premium clothes is anticipated to drive the demand for the products like fabric conditioners and softeners as they help maintain to softness of clothes.

Rising concerns over the use of chemicals including quaternary ammonium compounds, which leads to skin problems, is driving the demand for biodegradable products. This factor is anticipated to encourage manufacturers to invest in R&D and launch of innovative product launches.

Rising inclination of millennials toward premium products is projected to positively influence the fabric softeners and conditioners market. However, millennials also tend to spend less time on laundry care. It has been observed that millennials from the U.S. prefer using only detergents for daily laundry. Hence, personal care companies are launching social media advertisements and promotions through e-commerce channels to attract millennial buyers.

Consumer prefers purchasing detergents and others such products from their nearest hypermarkets and supermarkets, due to the availability of a wide variety of products, large discounts, effective point of purchase display, and other promotional offers. Companies including Unilever and Proctor & Gamble offer discounts and arrange promotional campaigns in these stores to increase customer engagement.

Product Insights

Liquid fabric softeners and conditioners accounted for more than 75% of the global share in 2018. Consumers prefer purchasing softeners as they keep clothes from stretching, fading, and accumulating fuzz. Furthermore, liquid conditioner boost the durability of the clothes by reducing the movement of fibers within the yarn. Major detergent companies have introduced liquid fabric softeners suitable for washing machines. These products have gained high popularity among residential sector and textile, laundry services, and hospitality industries.

Dryer sheet segment is expected to expand at a CAGR of 3.9% from 2019 to 2025. These products help eliminate wrinkles and static and add soothing fragrance while making the clothes softer. Key players in the segment focus on product innovation to cater to the rising demand. In January 2016, Henkel Launched dryer sheets under the brand name, New Snuggle Plus SuperFresh. The product is manufactured from patented odor-eliminating technology which results in ensuring long-lasting freshness and softness in clothes.

Application Insights

Commercial category held the leading market share of more than 60% in 2018, attributed to the growth of cleaning services in textile and hospitality industries on a global level. Hospitality industry requires fresh and stain free towels, bed sheets, and other products. This factor is anticipated to drive the demand for fabric softeners and conditioners from the industry.

Household segment is anticipated to expand at a CAGR of around 4.4% from 2019 to 2025. The demand for washing machines is generally higher in urban areas in comparison to rural areas. Growing adoption of washing machines in developing countries such as China and India is anticipated to positively influence the growth. For instance, total number of residential washing machines in China increased by 7% from 2010 to 2015. On the other hand, consumer preference for fully automatic washing machines over semi-automatic products will further boost the demand for liquid softener and conditioners.

Regional Insights

Asia Pacific is expected to witness the fastest CAGR of 6.1% from 2019 to 2025. Rising disposable income especially in developing countries such as China and India is expected to remain a favorable factor. Furthermore, increasing competition among global and regional players is affecting the industry dynamics. For instance, in India, key players including Procter & Gamble are expected to face competition from the emergence of strong domestic manufacturers such as Karnataka Soaps & Detergents Ltd. and Jyothi Laboratories Ltd among others who have penetrated the market through their extensive brand campaigns on social platforms and electronic media.

As of 2018, North America held a market share of more than 20%. High concentration of working population along with high disposable income in the U.S. and Canada is expected to fuel the growth. Proctor & Gamble accounted for over 50% of the U.S. market share through the presence of its two brands, namely, Bounce and Downy.

Key Companies & Market Share Insights

Key market participants include Procter & Gamble; Unilever; RECKITT BENCKISER GROUP PLC.; HENKEL AG & CO. KGaA; COLGATE PALMOLIVE COMPANY; MARICO LTD.; LG Household & Health Care Ltd.; PIGEON CORPORATION; Church & Dwight Co., Inc.; and MELALEUCA, INC. Companies are expanding their product line majorly in pollution free fabric softener category by offering biodegradable products.

For instance, in June 2018, Proctor & Gamble launched biodegradable fabric softeners under the brand name Downy. The product portfolio comprises Non-Concentrated Fabric Softeners AND Ultra-Fabric Softener Clean Breeze. The company claimed that plant-based products will keep clothes looking newer for a longer time. Furthermore, In April 2018, Unilever launched a fabric conditioner for baby clothes under the brand Comfort Pure. This product is also suitable for clothes of people with sensitive skin.

Fabric Softeners & Conditioners Market Report Scope 

Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2015 to 2025. For the purpose of this study, Grand View Research has segmented the global fabric softeners and conditioners market report on the basis of product, application, and region:

• Product Outlook (Revenue, USD Billion, 2015 - 2025)

  • Liquid

  • Dryer Sheets

  • Others

• Application Outlook (Revenue, USD Billion, 2015 - 2025)

  • Household

  • Commercial

• Regional Outlook (Revenue, USD Billion, 2015- 2025)

  • North America

    • The U.S.

  • Europe

    • The U.K.

    • Germany

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa