Explore the latest innovation in fabric care in 2025 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the fabric care products market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global fabric care market. Understanding innovation in fabric care has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Luke Santos, Household Care and Brand Analyst at Mintel. Luke joined the Mintel household care research team in 2022, researching and writing household care and brand Reports, focusing on consumer behaviour and product innovation. Luke has a BA (Hons) in Geography and Spanish from Swansea University.
The fabric refresher market is ripe for disruption, anti-bacterial claims are evolving and there is a growing demand for fragrance-free options.
Luke Santos
Household Care Analyst
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- What we’ve seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- Time-saving claims are growing globally
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: speed and simplicity are trending
- Rising confidence in short wash cycles
- Time-saving and user-friendly claims are on the up
- Graph 1: fabric care launches carrying ease-of-use and time/speed claims, 2020-25
- Brands are catering to the demand for convenience
- Europe: innovation opportunities in fabric refreshers
- Changes in washing frequency open opportunities for fabric refreshers
- Fabric freshener users remain an underserved market
- Graph 2: share of fabric care launches accounted for by fabric fresheners/moth repellents, 2020-25
- Enhance formulations for better between-wash care
- The Middle East & Africa (MEA)
- Brands must up their eco offerings in MEA
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ASIA PACIFIC (APAC)
- Asia: tap the potential of aromatherapy in fabric care
- Scent drives purchases in the APAC region
- Explore the white space of aromatherapy benefits
- Graph 3: fabric care launches carrying aromatherapy claims, 2020-25
- Curate fabric care products for diverse scent needs
- Asia: a shift in desire for anti-bacterial formulations
- The pandemic shifted hygiene expectations in fabric care
- Relate anti-bacterial properties to laundry frustrations
- Graph 4: fabric care launches carrying anti-bacterial claims, 2020-25
- Anti-bacterial properties are key to odour removal
- Australia & New Zealand
- Eco-friendly packaging is becoming essential
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THE AMERICAS
- North America: serve alternative scent desires
- Scent can be polarising in the fabric care category
- North America leads NPD of fragrance-free options
- Graph 5: fabric care launches carrying the fragrance-free claim, 2024-25
- Frame unscented products around wellbeing
- North America: refillables hold key innovation potential
- Consumers place eco expectations on brands
- Refills remain a niche
- Graph 6: fabric care launches carrying refillable claims, 2020-25
- Brands in the white space can thrive
- Latin America
- A push for more eco offerings in LATAM
- Graph 7: fabric care launches carrying ethical – environmentally friendly product claims, 2020-25
- Diversify with more-niche eco claims
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
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