Consumer fabric care need states are rapidly shifting regarding their preferred fabric care products, and we’ve done some digging to figure out what’s changing and why. Need states are product claims that motivate a consumer to purchase.
Brands that want to stay in tune with their customer base and remain relevant in a crowded market need to pay close attention to the need states of their primary buyers. Otherwise, your product offerings will likely not touch on your consumers’ most essential needs to feel comfortable purchasing, using, and repurchasing your products.
Using our White Space AI Tool, the team here at Simporter analyzed 207 need states and 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?
Need States Data Deep Dive
The graphic below breaks down the ten fabric care need states we believe possess the highest potential for growth in 2022. Fabric care need state opportunity scores are determined by looking at both share of voice (a leading indicator of market share) and year-over-year growth rate.
Stain Removal
Stain Removal takes the number one spot on our predicted winner’s list for 2022 fabric care need states. Products that claim to remove stains will be highly sought after, and our team predicts 97.13 percent growth for this need state next year.
Consumers have held this claim in high regard because stain removal is top-of-mind when cleaning fabrics. So, Stain Removal products (0.06 percent share of voice) hold the highest growth potential as consumers will continue to look for products that reduce stains, decrease the effort it takes to do laundry, and minimize the financial hit to their wallets.
Color Safe Wash
We all know a faded black tee when we see one. Nobody likes it when fabrics lose their luster after only a few washes.
Consumers returning to pre-pandemic routines have less and less time to focus on laundry care, but they want their favorite items to remain crisp and bright. Therefore, products with Color Safe Wash claims (0.04 percent share of voice) are set to have a successful 2022 and a projected 81.75 percent growth potential.
Psoriasis
Fabric care products that are hypoallergenic and better for skin conditions like Psoriasis will increase 70.64 percent next year. Typically, this means a product is free of dyes and perfumes and recommended by the National Psoriasis Foundation. Dreft’s Family Friendly Liquid Detergent is an excellent example of a winning product that delivers exceptional stain-fighting power but is gentle on the skin.
While not every consumer has Psoriasis, people will gravitate towards products with strong claims like Psoriasis because they can be confident the product doesn’t contain perfumes, dyes, phosphates, or other harmful chemicals.
Deep Clean
The team here at Simporter predicts a 50.98 percent growth potential for Deep Clean fabric care products in 2022. While most fabric care products promote cleaning power to some extent, those labeled as Deep Clean specifically will catch the eyes of consumers more often than not. Brands should focus on the labels consumers are engaging with, talking about, and searching for, even if they are essentially the same as claims used in past years.
Easy to Use
Convenience is king, and it’s no different when it comes to laundry and fabric care routines. Consumers want products that are Easy to Use and reduce time spent doing laundry (a task not many enjoy, to begin with). So, we predict a 50.81 percent growth potential for this need state, which already holds an impressive 2.70 percent share of growth in this highly competitive market segment.
Freshen Clothes
We all know and love the smell of fresh laundry (deodorants like this one even try to mimic the scent). What’s better than being fresh? Being more fresh.
With a 0.41 percent share of voice, we anticipate 36.59 percent growth potential in 2022 for this need state.
Products like Scent Boosters will be in high demand next year as they concentrate on just-washed freshness and make it last longer than traditional detergents can (Snuggle scent boosters claim freshness lasts up to 100 days).
Expect consumers to purchase products that Freshen Clothes or extend that just-washed freshness day to months after washing. The longer fabrics smell fresh, the fewer laundry loads consumers have to do, which is a win-win.
Safe to Use
Laundry products shouldn’t be ingested, so any product that helps keep kids and family members safe will win over consumers in 2022. The team here at Simporter predicts a 31.75 percent growth potential for this need state as we head into the new year.
Laundry room and detergent safety are increasingly important. Brands must do everything in their power to prevent curious little fingers from opening products and causing a poisoning injury.
No Dye
In the past, color dyes such as blue would give consumers the impression that their detergent had more substantial cleaning power, but it actually makes no difference. Our AI models forecast a 27.20 percent growth potential for this need state, which holds a 0.08 percent share of voice.
As consumers become increasingly aware of the non-essential chemicals and dyes in their fabric care products, they’ll be looking for natural ingredients and products made specifically without dyes. All’s Free Clear Pure Liquid Detergent leads the way towards biodegradable, dye-free laundry care consumers are asking for.
Non-Toxic
Non-Toxic (0.20 percent share of voice) takes the penultimate spot on this list with a projected 9.02 percent growth potential. While no fabric care product claims to be Toxic, consumers are increasingly aware of the harmful chemical traditionally used by brands. Products chemicals that harm the body and the environment will not be trending in 2022 as consumers will prefer products with direct Non-Toxic claims.
Long Lasting Clean
Laundry products claiming Long Lasting Clean will be on consumer shopping lists in 2022, and our team projects a modest 3.97 percent growth potential for 2022.
Like many other need states on our list, Long Lasting Clean claims will help consumers clean fabrics more effectively and increase the time between washes. People will want detergents that work harder without any additional effort required.
What Matters Most
Stain Removal, Color Safe Wash, Psoriasis, Deep Clean, and Easy to Use products will have a successful year in 2022, as customers shift their preferences and needs towards categories more in-line with these need states. Your brand can capitalize on these trend shifts by implementing AI into your analytics, marketing, and sales processes.
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.
