Providing the most comprehensive and up-to-date information and analysis of the Fabric And Dish Care market, including the behaviours, preferences and habits of the consumer.

As a functional category, consumers expect fabric and dish care products to not only clean effectively and remove unwanted smells, but also to provide pleasing and long-lasting scents. While consumers have their core fragrance preferences, innovations in the cleaning product industry need to continue intriguing consumers with exciting and novel fragrance experiences.

The COVID-19 pandemic has drawn attention to both the health and environmental impacts of using chemicals in the home. While eco-friendly packaging has been a mainstay of sustainable messaging, consumers are pivoting towards brands that are taking more meaningful steps to address the climate crisis. This includes renewable energy sourcing, carbon neutral manufacturing, and refillable options, as well as reducing harmful chemicals and additives. Formulating products with recognisable, natural, plant-based and biodegradable ingredients not only helps reassure consumers of the products safety, but is an aspect that consumers are willing to pay a premium for.

While antibacterial claims are not new to fabric and dish care NPD, the pandemic has heightened consumer awareness of the spread of bacteria and viruses and increased the demand for protection. While antibacterial claims are growing in the fabric care category, they remain somewhat underdeveloped in the dishwashing category and are some way off meeting the consumer demand for such products.

This report covers innovations in fabric and dish care across the globe. For more information, discover more about our UK, US, China and Canada reports on home laundry and dishwashing products.

Read on to discover more details or take a look at all of our Household, House and Home market research.

Covered in this report

Brands: Softlan, Earth Choice, Febreze, Mas du Roseau, Leppesey, Ecos, DM Denkmit, Groovy Goods, Tru Eco, Rossmann, Biopuro, Spring., You Naturellement, Ecofriend, Pure Love, SoPure, Labccin, LG Household & Healthcare, Dettol, Organic Harvest, Rebow, Good Wastes, Wonderhome Naturals, Eco Planet, Conscious, Macro Whole Living, Sapadilla, Grove Co., Mrs. Meyer’s, Simple Truth, Arm & Hammer, Cleancult, Cif, Cloralex, Garza, OMO, Positiv.a, Onda.

Expert analysis from a specialist in the field

This report, written by Mikolaj Kaczorowski, a leading analyst in the Homecare sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Environmentally friendly and sustainable fabric and dish care is growing in importance. Consumers are increasingly expecting safe and clean ingredients.

Mikolaj Kaczorowski
Innovation Analyst

Table of Contents


    • Europe: sustainability is high on consumer radars
    • [Graph] Europe: fabric and dish care launches with select ethical and environmental claims, 2016-17 vs 2020-21
    • Europe: consumers expect fabric and dish care product to be safe
    • [Graph] Europe: fabric and dish care NPD with select claims, 2016-17 vs 2020-21
    • The Middle East and Africa (MEA)

    • Asia: antibacterial momentum continues
    • [Graph] Asia: fabric and dish care launches with antibacterial claims, 2016-21
    • Asia: brands look to botanicals and simple ingredients to communicate “clean”
    • [Graph] Asia: dish and fabric care product launches with select ethical and natural claims, 2020-21
    • Australia and New Zealand

    • North America: fabric and dish care products must appeal on the basics
    • [Graph] North America: top five fragrance component groups on fabric care launches, 2020-21
    • [Graph] North America: top five fragrance component group on dish care launches, 2020-21
    • North America: consumers want recognisable ingredients
    • [Graph] North America: fabric and dish care product launches with select claims, 2016-17 vs 2020-21
  4. Latin America

    • [Graph] Latin America: dish and fabric care NPD with the antibacterial claim, 2016-21
    • Latin America: consumers are seeking out more sustainable fabric and dish care products
    • [Graph] Latin America: select ethical and environmental claims by category. 2020-21

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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