Global Fabric Softener Market Report and Forecast 2024-2032

Global Fabric Softener Market Size

The global fabric softener market reached around USD 19.34 million in 2023. The market is projected to grow at a CAGR of 4.1% between 2024 and 2032.

Global Fabric Softener Market Outlook

• 42% of European consumers prioritise the purchase of eco-friendly fabric softener products.

• Most consumers use fabric softeners to prevent the pilling of clothes and maintaining their shine.

• Fabric softeners formulated with botanical ingredients are expected to dominate the market.

Global Fabric Softener Market Growth

Online distribution channels have become a significant driver of FMCG sales in the Asia Pacific. For instance, e-commerce constituted a share of nearly 35.5% of overall FMCG sales in South Korea. In China, this figure recorded a year-on-year growth of 0.7%, at 30.4%. In Singapore, e-commerce sales of e-commerce goods surged by 1.1% y-o-y and reached 15.3% of overall sales. Between 2020 and 2022, the overall value of FMCG goods sold through e-commerce platforms recorded a growth of 15%, which indicates the huge potential of online distribution channels as a mode of purchasing fabric softeners.

The demand for anti-bacterial fabric softeners is expected to register an upward trajectory, as the odour-causing bacteria disrupt the natural fragrance of clean clothes, thereby resulting in a poor laundry experience.

Dryer balls that serve as a relatively more allergy-friendly alternative to combat the wrinkling of fibres and reduce static charge are expected to become increasingly popular among customers sensitive to the fragrance of concentrated fabric softeners.

Major brands are bundling laundry detergents with fabric softeners to ensure hygienic and fragrant clothes post-laundry. The incorporation of organic and biobased ingredients into fabric softeners such as rosemary oil has enhanced the consumer appeal for such laundry products, thereby leading to the market growth. The absence of sensitive and hypoallergenic ingredients further boosts consumer confidence in organic fabric softeners and raises their demand.

Global Fabric Softener Industry Segmentation

Global Fabric Softener Market Report and Forecast 2024-2032 offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• Liquid

• Dryer Sheets

Market Breakup by End Use

• Residential

• Commercial

Market Breakup by Distribution Channel

• Supermarkets/ Hypermarkets

• Convenience Stores

• Online

• Others

Market Breakup by Region

• North America

• Europe

• Asia Pacific

• Latin America

• Middle East and Africa

Global Fabric Softener Market Share

Based on region, the market is segmented into North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa. Over the forecast period, the Asia Pacific is expected to grow at a CAGR of 5.3% due to the increase in people’s living standards and the introduction of unique products into the market.

Leading Companies in the Global Fabric Softener Market

Major fabric softener-producing companies are formulating products with high fabric care properties which can preserve the fabric’s natural colour and prevent the formation of pills on woolen clothes and jackets.

• Church & Dwight Co., Inc.

• Henkel AG & Co. KGaA

• Reckitt Benckiser Group PLC

• The Procter & Gamble Company

• Unilever PLC

• S.C. Johnson & Son Inc.

• The Clorox Company

• Amway Corporation

• Colgate-Palmolive Company

• Seventh Generation Inc.

• Kao Corporation 

• Others

Key Highlights of the Report