Consumers have endless options to choose from for their fabric care purchases, so we wanted to better understand which types of fabric care forms would perform best in 2022. Dryer sheets, laundry capsules, fabric sprays, and many other forms are available options for brands looking to capitalize on an ever-shifting market.
Using our White Space AI Tool, the team here at Simporter analyzed 13 fabric care forms to figure out which will (and won’t) be trending in 2022. Is your brand keeping tabs on what consumers do and don’t need when it comes to their favorite fabric care products?
Fabric Forms Matter
The graphic below breaks down the five fabric care forms we believe possess the highest potential for growth in 2022. Fabric care form opportunity scores are determined by looking at both share of voice (a leading indicator of market share) and year-over-year growth rate.
Sheets
Sheets have the largest share of voice on our list at 4.03 percent — more than the other four forms combined! Our AI models predict this will result in a 76.78 percent growth potential for this form next year. Consumers will be talking about fabric care Sheets and brands, especially newcomers, who should jump on the opportunity for 2022.
When it comes to fabric care and sheets, most people think of dryer sheets, but there’s so much more to this form than meets the eye. While conventional dryer sheets are a nice-to-have laundry additive, they’re not essential for everyday routines. Plus, they’re single-use products that can harm the environment (most contain ingredients on the EPA’s hazardous waste list).
Brands like Grove Co. are turning their attention to alternative sheets, like these pre-measured detergent sheets that instantly dissolve while removing stains and don’t negatively impact the environment. Detergent sheets are often more powerful and effective than other detergent forms. Plus, detergent sheets provide the same power without the mess because, let’s face it, nobody likes dealing with messy detergents or pods that love to stick to clothes during wash cycles.
Capsules
Capsules and other tablet-based fabric care products will perform well in 2022, with a 41.58 predicted growth rate. With only a 0.02 percent share of voice, this form only has room to grow as consumers will be rethinking how they tend to and clean their favorite fabrics.
Blueland revolutionized the fabric care game in 2019 when its founders made a deal with Kevin O’Leary to take their sustainable cleaning business to the next level. Now expanded into the fabric care sector, the brand’s Laundry Tablets don’t use any plastic and come in compostable paper pouches.
It’s time to say goodbye to those pesky Pods and hello to capsules and tablets that are good for clothes and the planet.
Beads
Heading into 2022, laundry beads will be on the upswing with a predicted 30.30 percent growth rate as consumers talk more and more about this unique form. Fabric care beads (0.26 percent share of voice), which come in the form of in-wash scent boosters and odor eliminators, are great fabric care add-ons — they’re like deodorants for clothes.
Consider bead-based odor eliminators as part of your 2022 product lineup and consider consumer demand for natural and sustainable products. Brands able to maximize efforts on both fronts will have a prosperous year next year.
Liquid
The most traditional form on our winner’s list, Liquid holds the second-largest share of voice (2.52 percent), and we forecast it will see 12.64 percent growth in 2022.
In 2021, Kris Jenner and Chrissy Teigen teamed up and launched Safely, a plant-powered cleaning and home-care brand. With self-proclaimed life-changing scents and refillable bottles, make their Laundry Duo Kit a must-have for 2022.
Brands should take note of Safely’s reinvention of a conventional product. Liquid laundry detergent isn’t new, but a new Eco-friendly spin and reusable containers set it apart from the crowd.
Sprays
Last but certainly not least, Sprays (with only a 0.13 percent share of voice) are also set to expand next year. However, compared to the other forms we’ve covered throughout this blog, Our AI models predict a modest 1.31 percent growth rate for this form.
Sprays, which cover a variety of fabric care products like stain removers, wrinkle-releasers, and odor eliminators, are convenient solutions that address specific consumer needs. The Laundress sells bundles of Fabric Fresh Sprays that help revive fabrics between washes.
Lean into consumer demand for convenience. As consumers revert to pre-pandemic norms, they want to spend less time and effort on their laundry duties. Products like Sprays help make fabrics smell better and last longer,
Don’t Forget Forms!
If your brand wants to stay ahead of the curve in your industry, you must take notice of how your customers prefer to apply fabric care products to their clothing, sheets, carpets, furniture, and any other fabrics in their lives. Products in sheet, capsule, or bead form will explode in 2022, so don’t miss out by sitting back and ignoring this trend data.
For more insights on home and fabric care trends, check out our recent webinar here. If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website.
