Segmentation, occasions and improved efficacy drive upgrades in laundry and fabric care.
Zoey Song, Senior Analyst, China Insights
Market Definitions
Laundry and fabric care products: laundry detergents, fabric conditioners/softeners and other laundry aids.
- Laundry detergents: detergents in any format, including liquids, powders, capsules, tablets and soap bars.
- Fabric conditioners and softeners: standard and concentrated conditioners and softeners, in-wash scent boosters and dryer sheets.
- Laundry aids: includes stain removers, ironing aids, bleaches and colour care products.
Excluded:
Sales to professional laundries, self-service laundries and consumer-to-consumer (C2C) sales such as on WeChat commerce and Taobao.
Collapse All
-
Executive summary
- Definitions
- What you need to know
- Laundry and fabric care sales show steady growth
- Graph 1: best- and worst-case forecast of total value sales of laundry and fabric care products, 2019-26
- Market factors
- Brand competition and product innovation
- Consumer demand: insights and opportunities
- What we think
-
The market
- Market size and forecast
- Laundry and fabric care sales show steady growth
- Graph 2: best- and worst-case forecast of total value sales of laundry and fabric care products, 2019-26
- Market factors
- Consumer interest in essential houshold care products still strong
- Graph 3: changes in spending on household care products, 2022-25
- Laundry habit stability underpins resilience and growth
- Graph 4: frequency of hand-washing, 2020-25
- Graph 5: frequency of machine-washing, 2020-25
- Usage rates of most laundry products recovering
- Graph 6: usage rate of laundry and fabric care products, 2024-25
- Ecommerce platforms grow their share of low-price sales
- Graph 7: laundry and fabric care product volume sales, by price segment, 2023-25
- Graph 8: laundry and fabric care product volume sales, by price segment, 2023-25
- Push refinements in multi-drum/mini machines to meet complex needs
- Amid strong demand for specialised, convenient products, machine washing of wool and down is new area of focus
- Outdoors trend spurs demand for specialised products for functional apparel
- Graph 9: outdoor activities participation rate, 2022-25
- Market segments
- Fabric care sub-category boosts category growth
- Graph 10: laundry and fabric care category growth rate, 2020-24
- Graph 11: sub-category value sales of laundry and fabric care products, 2020-24
-
Companies and brands
- Market share
- Emerging channels enliven the market, as product development balances price with sophisticated fragrances
- Traditional brands use short video to drive sales and share, but also face costs and profitability issues
- Dettol and Vanish drive Reckitt Benckiser market share gains
- Lycocelle refines fragrances to achieve rapid revenue growth
- New product trends
- New hand washing product launches shine bright, while conditioners and softeners lose lustre
- Graph 12: proportion of new launches in the laundry and fabric care category, 2024-25
- Machine washing product launches surge as stain removers and fabric fresheners show renewed vitality
- Graph 13: proportion of new launches in the laundry and fabric care category, June 2022-May 2025
- Machine washing launches: liquids rise, capsules fall as powder makes a comeback
- Graph 14: proportion of new machine washing product launches, June 2022-May 2025
- New machine washing launches: as most claims decline, convenience claims remain common
- Graph 15: proportion of new machine washing product launches, June 2022-May 2025
- New laundry detergent launches: occasion-driven concepts and naturalness narratives
- New capsule launches: multi-chamber formats, concentrated formulas add value
- New laundry powder launches: no prewash, no soak claims spur trading up
- Innovative product formats offer effective cleaning with no prewash
- Hand washing launches: naturalness, convenience claims promote specialisation and trading up
- Graph 16: proportion of new hand washing product launches, June 2022-May 2025
- Hand washing launches: focus on ingredients and an enhanced user experience
- New softener launches: spotlight on fragrance, multifunctional garment care
- Natural, refreshing notes grow as parfumier scents heat up
- Graph 17: proportion of new launches in the laundry and fabric care category, by fragrance, June 2022-May 2025
- Fresh and clean, natural fragrances meet needs for comfort and peace of mind
-
The consumer
- Laundry needs hold steady as product variety grows
- High frequency laundry is the norm, while hand washing is here to stay
- Graph 18: laundry frequency, 2025
- Hand and machine washing coexist with convenience, delicate care demands
- Graph 19: consumers’ laundry and fabric care habits, 2025
- Laundry frequency depends on family structure, as households with children launder more often
- Graph 20: frequency of machine washing, by age and living situation, 2025
- Graph 21: frequency of hand washing, by age and living situation, 2025
- Use of traditional laundry products remains stable, demand for delicate care rebounds
- Use of traditional laundry products remains stable, demand for specialisede care products rebounds
- Graph 22: usage of laundry detergents, 2024-25
- Usage of fabric care products rebounds, scent boosters impress
- Graph 23: usage of laundry and fabric care products, 2024-25
- High frequency users look for high-efficiency, specialised care products, potential of low frequency users yet to be tapped
- Graph 24: usage of laundry and fabric care products, by frequency of machine washing, 2025
- Differentiate demand, expand use occasions to drive product innovation, upgrades
- Demand for functional benefits drives innovation, amid widespread use of advanced products
- Graph 25: laundry and fabric care product preferences, 2025
- Graph 26: laundry and fabric care habits, 2025
- Scenario-based demand evolves from basic cleaning to encompass specialised care
- Graph 27: usage rate of laundry and fabric care products, by occasion, 2024-25
- Conditioners & softeners: daily, seasonal occasions lead, with room for further segmentation
- Graph 28: usage occasions for fabric conditioners/softeners, 2025
- Germicide liquids: most used after going out, but domestic sanitisation also shows potential
- Graph 29: usage occasions for germicide liquid, 2025
- In-wash scent boosters: high penetration in sports occasions, lifestyle concepts encourage daily use
- Graph 30: usage occasions for in-wash scent boosters, 2025
- Basic cleaning and fabric care pain points drive product upgrades
- Core cleaning issues remain unresolved as demand diversifies
- Graph 31: laundry and fabric care pain points, 2025
- Consumers focus on quality of post-laundry care products
- Graph 32: laundry and fabric care pain points (net), 2025
- Users of softening agents want softness, with room for refined upgrades
- Graph 33: not soft enough after washing pain point, by usage of softeners/laundry capsules, 2025
- Multigeneration households care about odour, gentle claims valued by pet owners, people with sensitive skin
- Graph 34: ‘clothes after drying cause skin irritation’ pain point, by profile, 2025
- Graph 35: ‘unable to completely remove odours’ pain point, by profile, 2025
-
Issues and insights
- User upgrades: high frequency consumers focus on fabric care while low frequency users urgently need cultivating
- Stratification intensifies, with high frequency users likely to trade up and low frequency users a key target
- Target high frequency users with added convenience and functionality
- Innovative products extend the lifespan of clothing
- Popularise value of clothing care among low frequency consumers, encourage habitual use
- Use occasions drive product development as emotional engagement lifts quality of life
- Occasions drive upgrades, penetration in fabric care products
- All-in-one products for rainy days show seasonal marketing potential
- Highlight common odour removal benefits of in-wash scent boosters
- Focus on home textile care occasions to meet quality-of-life expectations
- Segment fragrances by emotional scenario to unleash potential for trading up
- Diversify product focus with upgraded integration of features
- Fabric care pain points are diverse and complex, as segmented demand, fabric innovations drive product upgrades
- Diversified fabric care needs drive ongoing optimisation of product features
- Segment by cause of odour to address diverse odour removal scenarios
- Pet-owning households balance cleanliness and gentleness, expand functions to open up new segments
- Active innovation in functional fabrics means new opportunities for convenient products, solutions
-
APPENDIX – MARKET SIZE AND FORECAST, RESEARCH METHODOLOGY AND ABBREVIATIONS
- Market size and forecast
- Methodology
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
