We recently predicted trending sustainable fabric care themes (read our blog here), so we’re not shocked to see many of the same themes land on our natural themes winner’s list for 2022.
Using our White Space AI Tool, the team here at Simporter analyzed 7.9 million consumer data points ranging from search traffic to social engagement to reviews to figure out which fabric care themes will 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?
Let’s Dive Into the Data
The graphic below breaks down the nine fabric care natural themes we believe possess the highest potential for growth in 2022. Fabric care theme opportunity scores are determined by looking at both share of voice (a leading indicator of market share) and year-over-year growth rate.
Bio-degradable
Consumers will be taking climate protection into their own hands, so it’s no surprise to see Bio-Degradable top our predicted winner’s list. We predict this natural theme holds an impressive 350.23 percent triple-digit growth potential for 2022.
Its 0.27 percent share of voice sets Bio-degradable products up for success as consumers will look for products that have a bigger impact on their fabric care routines but less of an impact on the environment.
Zero Waste
Zero Waste is one of the most substantial themes on our list, and for good reason — it’s no easy feat. Brands able to achieve this hard-earned label will win over consumers’ hearts and wallets.
According to the EPA, only nine percent of plastics are actually recycled, so going to Zero Waste will give your brand a huge leg up on the competition. Don’t be surprised to see Zero Waste fabric care products grow 275 percent next year despite its smaller 0.10 percent share of voice.
Earth Friendly
Earth-friendly’s 0.27 percent share of voice won’t be a barrier to this theme’s success in 2022. Our team predicts a noteworthy 208.41 percent indicated growth rate, as consumers are most interested in supporting eco-conscious products and brands. Companies like Grove are leaders in the category, with various products similar to this Eco Friendly Fabric Softener.
Sustainable
The team here at Simporter predicts Sustainable products, which have a 0.13 percent share of voice, possess a 144.77 percent growth potential for 2022.
While sustainability is a parent term for every theme on this list, consumers will still be looking for products that specifically claim to be Sustainable (along with others like Zero Waste and Eco-friendly).
Eco-friendly
Expect Eco-friendly products to perform well in 2022 and consumers are increasingly talking about this theme, which holds a 1.50 percent share of voice. Our team forecasts a 68.10 percent growth rate next year.
Just because a product is Eco-friendly, doesn’t mean it’s any less effective. In fact, Eco-friendly fabric care products like this fabric softener from The Laundress are just as effective as traditional options but with the added benefit of being good for the planet and budgets. For brands that aren’t quite ready to be Zero Waste, Eco-friendly will be a great first step in the world of sustainability.
Environmental
With Environmental awareness at an all-time high, consumers will be looking for products that have mother earth’s best interest at heart. Products labeled as environmentally-conscious or friendly will perform well in 2022. Our team predicts a 66.32 percent predicted growth rate for this theme.
Dropps, the brand that pioneered the laundry pod in 2005, is on a mission to create effective, eco-friendly, and convenient products that don’t come at the expense of the planet. Taking a note out of their book will serve any brand well heading into 2022. Consumers will align with brands that provide a powerful clean with a powerful mission behind them.
Chemical Free
Consumers will be looking for products that don’t include those harmful, unnecessary chemicals. The word chemical has a negative connotation associated with it, so naturally it makes sense for brands to pivot towards Chemical Free in 2022.
The theme holds a 0.37 percent share of voice, but there’s room to grow next year. We anticipate a respectable 40.23 percent growth rate and a shift in consumer preferences towards products that boast using all natural ingredients, without chemicals, that have a healthier impact on their clothing and various fabrics.
Non-Toxic
Non-Toxic (0.56 percent share of voice) takes the penultimate spot on our list with a 7.37 percent predicted growth rate. Ingredients like bleach, fragrances, phthalates, and other common ingredients make a product “toxic.” Because most manufacturers don’t have to show their whole ingredients list, the word “fragrance” can contain dozens of harmful ingredients.
In a world where consumers are keenly aware of what’s in their favorite fabric care products, less is more. To be successful in 2022, brands should incorporate natural ingredients derived from plants and minerals instead of harmful chemicals and toxins that irritate consumers and their skin.
Hypoallergenic
Hypoallergenic products that don’t include common ingredients that cause allergic reactions like fragrances and dyes will likely see modest growth in 2022. Our AI models predict a 6.36 percent growth rate on a 0.35 percent share of voice.
Consumers will be steering clear of common irritants without sacrificing quality. Bob Vila recently compared all the Hypoallergenic laundry detergent out there and noted Tide’s Free and Gentle Eco-Box Detergent as the best overall option.
Need more Fabric Care Trend Analysis?
For more insights on 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.