Develop innovative fabric care solutions tailored to evolving consumer laundry habits, fuelled by the growing demand for hyper-convenience.
Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care
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EXECUTIVE SUMMARY
- What you need to know
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MARKET LANDSCAPE
- Fragrance serves as a core strength of fabric care in Thailand
- Graph 1: the top five markets for fabric softener and automatic detergent launches with perfume claims, by sub-category, 2019-24
- Fragrance serves as a core strength of fabric care in Thailand
- Fabric care market fatigue pushes brands to break through the clutter
- Graph 2: fabric softener and automatic detergent launches with ‘perfume’ as a claim, 2020-25
- Category threats stem from shifting tides
- Key opportunities: tap into emerging laundry behaviours
- Graph 3: consumers who wash clothes at laundromats, by generations, 2025
- Key opportunities: create diverse applications of conventional laundry products
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THE RISE OF LAUNDROMATS IS RESHAPING CONSUMER LAUNDRY HABITS
- Now: laundromat demand surges, especially among urban Gen Z
- Now: laundromat cleanliness leaves users feeling uneasy and without alternatives
- Graph 4: consumers who always feel anxious about the hygiene of the laundromat, by laundromat users vs non-users, 2025
- Now: combine laundry sanitisers with detergent for laundromat users
- Next: laundromat users seek elevated convenience in laundry routines
- Next: upgrade the hygiene standards of laundromat experiences with unmatched convenience
- Next: provide fabric care solutions that make laundromat-fresh clothes ready to wear
- Next: engage consumers through transparency
- Future: solutions for future tiny living places
- Future: the outlook of Thailand’s laundromats – the transformation
- Future: the outlook of Thailand’s laundromats – opportunities for fabric care brands
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DEODORISING CAN BECOME A PREMIUM FACTOR AS PERFUMED FABRIC CARE SATURATES
- Now: fragrance is a key growth driver of fabric care, but will it last?
- Now: removing unpleasant odour with purpose-driven scents
- Next: capitalise on odour neutralising as a key differentiator
- Graph 5: antibacterial and odour neuturalising claims in laundry detergents and softener, 2024-25
- Next: advance fragrance technology to effectively remove malodour without losing appealing scents
- Next: focus on deodorising benefits targeted to specific odours
- Next: tackle specific persistent malodours
- Future: focus on innovation of products for between washing cycles
- Future: clothes will be self-deodorising, fabric care will pivot to extend tech lifespan
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CARING FOR SENSITIVE SKIN STARTS WITH WHAT TO WEAR
- Now: sensitive skin claims in fabric care shows consistent momentum, but face limited growth potential if current NPD trends persist
- Graph 6: product tested* related claims in laundry detergent and fabric softener launches, 2015-25
- Now: extend sensitive skin care claims to reassurance of no chemical residue
- Next: consumers are seeking ways to eliminate skin sensitivity triggers
- Graph 7: triggers of skin allergic reaction, by highly sensitive skin consumers vs total, 2025
- Next: offer laundry products that effectively remove and prevent possible allergens
- Next: sensitive skin consumers trade off between fabric quality and effectively eliminating allergic triggers
- Next: capitalise on higher sanitisation while retaining fabric quality
- Next: innovate with fabric care that protects the texture while ensuring sensitive skin compatibility
- Future: textiles will evolve into wearable skincare
- Future: laundry products will be customised to match specific skin needs
- Key takeaways
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APPENDIX
- Generations
- TURF analysis
- Social data research methodology
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