Fabric Softener Market

Fabric Softener Market Outlook for 2024 to 2034

The global fabric softener market share is estimated to gain a revenue of USD 23,386.40 million in 2024. Our consumer products domain experts opine that fabric softener providers can expect a healthy CAGR of 5.20% through 2034, with a forecast valuation of USD 38,725.30 million by 2034.

Attributes	Details
Fabric Softener Market Size, 2023	USD 22,180.10 million
Fabric Softener Market Size, 2024	USD 23,386.40 million
Fabric Softener Market Size, 2034	USD 38,725.30 million
Value CAGR (2024 to 2034)	5.20%

Featuring Top Trends Spotted in the Fabric Softener Market

• The increasing popularity of eco-friendly fabric softeners due to surging awareness, along with the rising environmental issues caused by petroleum-based products, is motivating consumers to choose eco-friendly fabric softeners. As a result, manufacturers are developing eco-friendly fabric softeners.
• Soaring number of consumers are buying products on online platforms. High convenience point of eCommerce channels is propelling the sales and reach of fabric softeners across the globe.
• Preference for liquid fabric softeners among consumers is surging owing to their effectiveness, ease of use, and ability to offer longer-lasting fragrance. Consumers are exhibiting a willingness to pay a premium for the liquid version of fabric softeners that are composed of natural ingredients and are harmless to sensitive skin.

Historical Growth of the Fabric Softener Market Vs. Forecast Outlook

Attributes	Details
Fabric Softener Market Size (2023)	USD 22,180.10 million

In the historical period, the fabric softener market reached a market valuation of USD 22,180.10 million in 2023. Factors below determined the market growth in the bygone years:

• Increasing penetration of washing machines
• Strategic partnerships among leading players
• Development of new and improved fabric softeners

Over the next ten years, the market is expected to lead forward by jumping from USD 23,386.40 million in 2024 to USD 38,725.30 million by 2034. The market, as per the latest market estimates, is projected to register a CAGR of 5.20% through 2034. The following factors are expected to lead the way:

• Surging demand for sustainable versions of fabric softeners
• Soaring eCommerce sales of fabric softeners

Country-wise Insights

Canada to be the Next Go-to Market for Fabric Softener in North America

Country	Canada
Forecast CAGR % (2024 to 2034)	6.30%

The fabric softener market in North America is rising at a steady pace. In the upcoming years, the expansion of this regional market is predicted to be led by Canada, followed by the United States. The changing dynamics in the region can be attributed to the following factors:

• Immigrants in the region are rising at a constant rate. This contributes to the market for products that add to their convenience. Due to the higher familiarity of the population in Canada with fabric softeners, along with the user-friendly application of this product, the market for fabric softeners is predicted to pick a healthy momentum.
• Sensing the opportunistic field for fabric softener business in Canada, the key players are predicted to enter the market for an expansive geographic presence.

France to Witness Relatively Higher Growth in Europe

Country	France
Forecast CAGR % (2024 to 2034)	4.10%

The Europe fabric softener market is expected to witness moderate growth in the upcoming years. High saturation of fabric softeners in the region can be credited to the modest consumption of fabric softeners. In Europe, France is anticipated to thrive at a pace higher than the cluster of countries including Germany, the United Kingdom, Italy, and Spain. The leading factors pushing the sales of fabric softener in France are:

• Growing preference for products that boost the convenience of consumers is enhancing the scope of fabric softeners in France.
• Fabric softeners that are eco-friendly, hypoallergenic, and fragrance-free, are gaining significant traction in the country. Thus, manufacturers in the country are launching innovative fabric softeners to sustain curiosity and demand for their products.

Window of Opportunity Open in India for Leading Manufacturers of Fabric Softeners

Country	India
Forecast CAGR % (2024 to 2034)	8.30%

India is predicted to observe substantial growth in the years to come. As per the latest market research by FMI analysts, the market is anticipated to register a CAGR of 8.30% through 2034. Mentioned below are the key factors that are yielding significant growth in the country:

• Rising market penetration of washing machines in the Indian market is compelling the adoption of fabric softeners for proper maintenance of clothes.
• Key players are indulging in attractive packaging options to lure a higher number of consumers to cash in on the opportunity window in the country.

Japan Edges India in Global Fabric Softener Market

Country	Japan
Forecast CAGR % (2024 to 2034)	8.60%

The Japan fabric softener market is predicted to record a CAGR of 8.60% through 2034. Given below are the leading factors propelling the sales:

• Consumers in Japan are recognizing the value of newness and convenience. Therefore, leading players in Japan are introducing products like Gell Ball, which are one-shot type. Launch of new products to challenge the position of competing brands is intensifying competition in the fabric softener market.
• The rising presence of brands like Kao, Nature LabLaundrin, P & G Lenore, Lion, NS FaFa Japan, which offer fabric softeners, is augmenting the market of fabric softeners.

Key Players in Singapore are Focusing on Differentiating themselves by Rebranding their Identity

Country	Singapore
Forecast CAGR % (2024 to 2034)	9.30%

The Singapore fabric softener market is anticipated to expand at a promising CAGR of 9.30% through 2034. The following factors are catalyzing sales of fabric softeners in the country:

• Increasing number of players offering an extensive range of fabric softeners to leave the laundry soft and fragrant, thus effectively responding to the changing consumer needs for an easy laundry process.
• Fabric care brands are focusing on the packaging of their products to strengthen their identity in the market.

Category-wise Insights

Liquid Fabric Softeners to Remain Mainstream

Leading Product Form	Liquid
Market Share % (2024)	57.20%

The liquid fabric softener segment is projected to acquire 57.20% of the global market in 2024. The supremacy of liquid fabric softeners in the global market is led by:

• New launches in the liquid fabric softener line are propelling the segment's growth.
• Surging popularity of washing machines that feature the function to automatically measure preloaded fabric softener. Thus, supporting the viewpoint that liquid detergent is expected to be mainstream.
• Key players are committed to adding more value to fabric softeners, thus enhancing the scope of liquid fabric softeners over the forecast period.

Modern Customers Going Organic in Their Choice for Fabric Softener

Leading Nature Segment	Organic
Market Share % (2024)	57.80%

The organic variant of fabric softener finds extensive utilization among the global population across the globe. As per the latest market estimates, the segment is predicted to acquire a market share of 57.80% in 2024. The following factors lead the market forward:

• Surging demand for distinct fabric care solutions for smart living is inducing manufacturers to develop products under the organic category.
• Players are adapting to the preferences of modern customers, who value nature and the associated tenderness that comes with pleasant aroma and stain removal. New offerings in fabric softeners are expected to deeply and effectively clean with the power of natural enzymes.

Key Strategies of Leading Players in the Fabric Softener Market

Fabric softener providers are launching new and improved versions of fabric softeners to meet the changing consumer preferences. Latest additions to the fabric softeners include better softening capabilities, longer-lasting fragrances, and eco-friendly formulations. A trend of strategic partnerships among key players and washing machine companies is observed. Such mutually beneficial alliances help solidify consumer trust and market reach.

Companies, sensing the growth potential in emerging economies, are extending into new markets. For higher acceptance rates in different geographies, key players are adapting their products to local preferences and solidifying their distribution networks in these regions. Leading manufacturers are making substantial investments in marketing and brand-building campaigns to elevate brand awareness among potential consumers. This also includes engaging with consumers on social media platforms.

In recent years, key players have shifted toward establishing their own DTC (Direct Consumers) channels like mobile apps and e-commerce websites to reach consumers directly. This mode allows them to gain more control over distribution and pricing, personalize marketing efforts, and gather valuable customer data. Additionally, competitors are practicing acquisitions and mergers to strengthen their market position.

Recent Developments in the Fabric Softener Market

• In May 2021, Devan introduced two more products to its line of bio-based textile finishes, including bio-based fabric softeners and fast-dry textile finishes. The added products are in line with the commitment to support circularity programs.
• In July 2023, NEO Corporate Co., Ltd., which is a leading Thair firm famous for its household and personal care products, presented its latest offerings called Fineline Concentrated Fabric Softener Premium Organic and Fineline Concentrated Laundry Detergent Natural Origin 98%. These products are engineered to offer a new, gentle experience for fabric care, thus tapping into the power of nature’s ingredients.

Leading Companies Providing Fabric Softeners

• Procter & Gamble (P&G)
• Unilever
• Henkel
• Reckitt Benckiser Group plc
• S.C. Johnson & Son, Inc.
• Church & Dwight Co., Inc.
• Colgate-Palmolive Company
• Kao Corporation
• Lion Corporation
• The Clorox Company
• Others

Scope of Fabric Softener Market Report

Attribute	Details
Forecast Period	2019 to 2024
Historical Data Available for	2024 to 2034
Market Analysis	Units for Volume and USD million for Value
Key Regions Covered	North America; Latin America; Europe; Asia Pacific; and the Middle East and Africa
Key Countries Covered	The United States, Canada, Brazil, Mexico, Germany, the United Kingdom, France, Italy, Spain, Nordic, Russia, Poland, China, India, Thailand, Indonesia, Australia and New Zealand, Japan, GCC countries, North Africa, South Africa, and others.
Key Market Segments Covered	Nature, Product Type, End Use, Sales Channel, Region
Key Companies Profiled	Procter & Gamble (P&G); Unilever; Henkel; Reckitt Benckiser Group plc; S.C. Johnson & Son, Inc.; Church & Dwight Co., Inc.; Colgate-Palmolive Company; Kao Corporation; Lion Corporation; The Clorox Company; Others

Table of Content

• 1. Executive Summary
• 2. Market Overview
• 3. Market Background
• 4. Global Market Analysis 2019 to 2023 and Forecast, 2024 to 2034
• 5. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Nature
  • 5.1. Organic
  • 5.2. Conventional
• 6. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Product Type
  • 6.1. Liquid
  • 6.2. Sheets
  • 6.3. Sprays
  • 6.4. Tablets
  • 6.5. Dryer Bars
• 7. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By End Use
  • 7.1. Laundry Services
  • 7.2. Textile Industry
  • 7.3. Household
  • 7.4. Hospitality Industry
  • 7.5. Others
• 8. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Sales Channel
  • 8.1. Independent Retailers
  • 8.2. Hypermarkets
  • 8.3. Multi Brand Stores
  • 8.4. Supermarkets
  • 8.5. Specialty Retail Stores
  • 8.6. Online Sales
  • 8.7. Company Website
  • 8.8. 3rd Party Online Sales
• 9. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Region
  • 9.1. North America
  • 9.2. Latin America
  • 9.3. Western Europe
  • 9.4. Eastern Europe
  • 9.5. South Asia and Pacific
  • 9.6. East Asia
  • 9.7. Middle East and Africa
• 10. North America Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Country
• 11. Latin America Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Country
• 12. Western Europe Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Country
• 13. Eastern Europe Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Country
• 14. South Asia and Pacific Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Country
• 15. East Asia Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Country
• 16. Middle East and Africa Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Country
• 17. Key Countries Market Analysis
• 18. Market Structure Analysis
• 19. Competition Analysis
  • 19.1. Procter & Gamble
  • 19.2. The Clorox Company
  • 19.3. S. C. Johnson & Son
  • 19.4. Reckitt Benckiser Group plc
  • 19.5. Godrej Consumer Products Limited
  • 19.6. Henkel AG & Co. KGaA
  • 19.7. The Unilever Group
  • 19.8. Norfil Inc
  • 19.9. Colgate-Palmolive Company
  • 19.10. Church & Dwight Co
• 20. Assumptions & Acronyms Used
• 21. Research Methodology