Fabric Softeners and Conditioners Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The Fabric Wash and Care Market is segmented by Form (Liquid and Dryer Sheets), By Distribution Channel (Supermarkets/Hypermarkets, Convenience/Grocery Stores, Specialty Stores, Online Retail Stores, and Other Distribution Channels), and By Geography (North America, Europe, Asia-Pacific, South America and Middle East and Africa). The market size and forecasts for fair trade coffee in USD million for each of the above segments.

Fabric Softeners and Conditioners Market Size

Fabric Softeners and Conditioners Market Summary
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Study Period 2018 - 2028
Base Year For Estimation 2022
CAGR 3.93 %
Fastest Growing Market Asia-Pacific
Largest Market North America
Market Concentration Low

Major Players

Fabric Softeners and Conditioners Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Fabric Softeners and Conditioners Market Analysis

The global fabric softeners and conditioners market is projected to register a CAGR of 3.93% over the forecast period (2023-2028).

Fabric softeners and conditioners protect clothing from deterioration, which is usually caused by the regular washing of clothes. Consumers are increasingly spending on products that keep their garments clean and the fabric shiny. They are spending on premium products and choosing those that are well suited to their individual requirements.

Also, the rising use of primarily expensive and more sensitive forms of apparel is a market trend. Such forms of clothing get damaged due to the use of harsh chemicals on them. Thus, fabric softeners and conditioners are required to keep the clothes in good condition. Therefore, the market demand for products providing special treatment for apparel, such as fabric softeners and conditioners, is rising. Thus, all these factors are anticipated to support market demand and growth for fabric softeners and conditioners in the coming years at the global level.

Fabric Softeners and Conditioners Market Trends

This section covers the major market trends shaping the Fabric Softeners & Conditioners Market according to our research experts:

Rising Demand for Laundry Care Products to Support Market Demand

Consumers in the global market are placing enhanced demand for laundry care products due to rising awareness about health and hygiene to keep clothes clean, which was propelled by the COVID-19 pandemic. Consumers are greatly interested in buying such products to have clothes free of wrinkles with less stretching, pilling, and fading.

The market is marked by the availability of several wash and care products, thereby appealing to consumers to spend more on fabric care and cleaning products. Consumers are also becoming more inclined towards eco-friendly and organic laundry care products, which is fueling demand for organic fabric softeners and conditioners that have less impact on the environment. This is further creating opportunities for the manufacturers in the market, which are investing to launch eco-friendly products like mineral-based surfactants and plant-based enzymes in the market. Furthermore, market players are partnering with third-party websites and other online platforms to sell products through their websites to enhance product exposure and reachability.

Fabric Softeners and Conditioners Market - Fabric Softeners and Conditioners Market: Production Volume of Fabric Softeners, In 1,000 tons, Japan, 2018-2021

Highest Growth to be witnessed in Asia-Pacific Market

The Asia-Pacific region has seen the most growth in the fabric softeners and conditioners market in recent years.The region is at the forefront of growth in the home care category, which in turn supports the demand for fabric softeners and conditioners. The industry across the region includes the majority of regional and international players engaged in launching innovative laundry care products.

The rising population in countries such as China and India is looking for more quick dry-cleaning and laundry care products to maintain personal hygiene. A growing working population is leading to increased expenditure on cleaning and laundry products. The adoption of a healthy lifestyle, along with an increased concern for hygiene and the augmented health consciousness raised by the pandemic, is inducing consumers to spend on laundry products. Therefore, all the above-mentioned factors are bound to support the market demand and growth of fabric softeners and conditioners in the Asia-Pacific region.

Fabric Softeners and Conditioners Market Size(%), By Region, Global, 2022

Fabric Softeners and Conditioners Industry Overview

The global fabric softeners and conditioners market is fragmented with major regional and international players, thereby making the market competitive. Players such as Unilever, Procter & Gamble, and Henkel compete fiercely with local and regional players. Private labels are also prevalent in the market, not only in advanced markets such as North America and Europe, but also in emerging markets such as Asia-Pacific.

Fabric Softeners and Conditioners Market Leaders

  1. Unilever Plc.

  2. Procter & Gamble Company

  3. Reckitt Benckiser Group plc.

  4. Henkel AG & Co. KGaA

  5. SC Johnson & Son, Inc.

*Disclaimer: Major Players sorted in no particular order

Fabric Softeners and Conditioners Market Concentration

Fabric Softeners and Conditioners Market News

  • September 2022: Lenor, a brand of Procter & Gamble, launched three new "outdoorable" fabric conditioners. The company claims that it has innovative Solar Dry technology and is investing in innovation to expand the appeal of "outdoorable" to new shoppers.
  • August 2021: Unilever started selling new Comfort's Ultimate Care fabric conditioners, which the company says will make clothes last longer and have a smaller impact on the environment.

Fabric Softeners and Conditioners Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Bargaining Power of Suppliers

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Threat of New Entrants

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Form

      1. 5.1.1 Liquid

      2. 5.1.2 Dryer Sheets

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience/Grocery Stores

      3. 5.2.3 Specialty Stores

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Germany

        2. United Kingdom

        3. France

        4. Russia

        5. Spain

        6. Italy

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East and Africa

        1. United Arab Emirates

        2. South Africa

        3. Rest of Middle East and Africa


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Unilever Plc.

      2. 6.3.2 Procter & Gamble Company

      3. 6.3.3 Henkel AG & Co. KGaA

      4. 6.3.4 SC Johnson & Son, Inc.

      5. 6.3.5 Kao Corporation

      6. 6.3.6 Church & Dwight Co., Inc.

      7. 6.3.7 The Clorox Company

      8. 6.3.8 Colgate-Palmolive Company

      9. 6.3.9 Amway Corporation

    4. *List Not Exhaustive

  8. 8. ABOUT US

**Subject to Availability

Fabric Softeners and Conditioners Industry Segmentation

Fabric softeners and conditioners are products that are used to soften the fabrics of clothes and protect the integrity of the fabrics. Fabric softeners contain ingredients that fight wrinkles and add a soft touch to clothes while also providing a fresh scent. The scope of the report includes market segmentation by form, which is further segmented into liquid and dryer sheets. The segmentation by distribution channel includes supermarkets and hypermarkets, convenience and grocery stores, specialty stores, online retail stores, and other distribution channels. The market is also segmented by geography into North America, Europe, Asia-Pacific, South America, and the Middle East and Africa.

Dryer Sheets
Distribution Channel
Convenience/Grocery Stores
Specialty Stores
Online Retail Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle East and Africa
United Arab Emirates
South Africa
Rest of Middle East and Africa

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Fabric Softeners and Conditioners Market Research FAQs

The Fabric Softeners and Conditioners Market is projected to register a CAGR of 3.93% during the forecast period (2023-2028).

Unilever Plc., Procter & Gamble Company, Reckitt Benckiser Group plc., Henkel AG & Co. KGaA and SC Johnson & Son, Inc. are the major companies operating in the Fabric Softeners and Conditioners Market.

Asia-Pacific is estimated to grow at the highest CAGR over the forecast period (2023-2028).

In 2023, the North America accounts for the largest market share in the Fabric Softeners and Conditioners Market.

Fabric Softeners and Conditioners Industry Report

Statistics for the 2023 Fabric Softeners and Conditioners market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Fabric Softeners and Conditioners analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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