Make clothes look new and last longer

Nearly all fabric softeners claim fresh scent and softness.
Isn’t it time to stand out? Give consumers more of what 
they want: the ability to avoid pilling and surface wear, 
keep colors brighter and whiter, and make clothes last
longer.

Is your softener prepared for a challenging market?

Is your softener prepared for a challenging market?

In this webinar you'll get insights into the European softener market. Learn how key trends and challenges present opportunities for softener manufacturers and how enzyme technology enables compelling new claims.

Is your softener prepared for these 4 challenges? 

1. Lack of product differentiation

1. Lack of product differentiation

Most brands highlight the same two main claims. According to Mintel, 91% of the top European softener brands claim long-lasting fragrance, while 46% claim extraordinary softness. The breakdown is similar in most of the world1.

Lack of unique selling points can lead consumers to think it doesn’t matter which product they choose. Likewise, retailers often feel they can substitute one softener for another without consumer push-back. And overall, they’re right.

1. Novozymes' analysis of Mintel data, 100 last launched fabric softeners in 2016

2. New categories on the rise

2. New categories on the rise

New players are claiming the fragrance space, squeezing traditional softeners. This new "scent booster" category is capturing fragrance lovers. They're even willing to pay more for a stronger fragrance. In the U.S., for example, scent booster revenue grew 22% from 2015-2018.2

These new options are cannibalizing the #1 fabric softener claim: fragrance. Their new packaging and application methods are attracting consumers away from the shelves of traditional softeners.

2. Novozymes' analysis of Mintel data, 100 last launched fabric softeners in 2016

3. Performance skeptisism

3. Performance skeptisism

The industry itself has fabric softeners in the crosshairs. Germany's StiWa Test Institute has yet to find any conclusive difference in current fabric softener choices. Consumer advisory boards question the functionality of softeners. 

Online, a backlash is growing against fabric softeners. Functionality and environmental impact are two chief complaints.

Even detergent trends may be adversely affecting the traditional fabric softener market. As the market shifts from powder detergents to milder liquid formulations, consumers may see less need for "softening" and buy fabric softeners and conditioners less. 

4. Environmental concerns

4. Environmental concerns

These days, concerns over chemicals used in virtually any type of laundry products are growing. As Mintel puts it:

"The shift towards more environmentally friendly behaviours and household routines is clearly gaining momentum, and the interest in green laundry alternatives is unlikely to decrease in the coming years."3

Our own research also shows that environmental awareness is the main reason consumers say they don't use a fabric softener.

3. “A year of innovation in fabric care,” 2019, Mikolaj Kaczorowski, Innovation Analyst, Mintel

Add claims, not costs

Add claims, not costs

Nearly all fabric softeners claim fresh scent and softness. Isn't it time to stand out?

Give consumers more of what they want

Give consumers more of what they want

Fabric care claims attract 23% more consumers than traditional softener claims. 

Free consumer report on softeners

Free consumer report on softeners

Today's consumers think in a new way. It affects what they buy and how they feel about fabric softeners. Interested in the key learnings from our research? 

Turn the challenge into an opportunity

Turn the challenge into an opportunity

Learn how upgrading your fabric softener can meet today's consumers' needs (and yours). Book a no-obligation meeting with a Novozymes representative.

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