You’d be hard-pressed to find someone who doesn’t know sustainability and being kind to the planet is essential. Consumers are generally aware green and eco-friendly is good, but they’re ready to go deeper and define what matters right now within the sustainability category.
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?
Consumers talk about sustainability in various ways, so let’s dive into the unique opportunities for next year.
Cleaning house for 2022: Trending Fabric Care Themes
The graphic below breaks down the ten fabric care 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
Bio-Degradable (0.11 percent share of voice) takes the top spot on our predicted winner’s list with a 155.94 percent predicted growth rate.
Bio-Degradable products are good for so many reasons because they’re easy to recycle, use less energy to make, reduce carbon dioxide levels, and so on. Brands should be offering products that do good while also helping consumers feel good in the process.
Brands like PUR are on a mission to create simple and sustainable products, like this laundry detergent that’s biodegradable and compostable — even the bag inside is recyclable. To succeed in 2022, brands need to address consumer interests head-on, and bio-degradable labels will play a significant role in doing just that.
Earth-Friendly
Consumers want to buy and use products that are good for the planet. Aside from using less detergent and washing clothes less often, Earth-Friendly products, which hold a 0.11 percent share of voice, are the closest thing consumers have to help the environment without sacrificing the convenience of their everyday routines.
Our White Space AI models predict a 137.83 percent predicted growth rate for products with Earth-Friendly labels. As we head into 2022, younger consumers will continue to celebrate major environmental milestones or holidays, such as Earth Day 2022, so marketing your products around the Earth-Friendly theme will surely deliver big results next year.
Perfume Free
With the smallest share of voice on our list, Perfume Free fabric care products will have an impressive 2022, with a 131.58 percent predicted growth rate. While Perfume Free sounds like it’s void of scent, it means there are no unnecessary oils or perfumes used to cover up the smell of other chemical ingredients.
Consumers are increasingly comfortable with natural, stripped-back fabric care routines and are moving away from heavily scented products. Products that smell heavily scented and chemically won’t be as popular in 2022.
Sustainable
While we’re talking about Sustainability as an umbrella theme for fabric care, consumers are still interested in, talking about, and searching for sustainable products. We forecast that Sustainable products hold a 74.69 percent growth potential for 2022, even with a smaller 0.06 percent share of voice.
Brands like Grove Co are leading the way with sustainable products for a healthy home and planet. The company is already plastic-neutral today and plans to become entirely plastic-free by 2025, which will be here before we know it.
Zero Waste
Zero Waste is yet another eco-friendly theme that fits into the rest of the list seamlessly. With a 0.03 percent share of voice, our tool suggests it has a lot of room to grow next year, with an expected 81.58 percent growth rate.
Wild Minimalists’ Zero Waste Laundry Pods are safe for humans and ecosystems. Plus, these convenient little pods are plastic-free and instead have compostable packaging, so consumers don’t have to worry about unnecessary packaging or negative environmental impact.
Change the locks: It’s always a good idea to change the locks on your new house, as you never know who might have a spare key. Utilities: Make sure to contact the utility companies to set up your accounts for electricity, gas, water, internet, and any other house services you need.
Eco-friendly and Enviro-friendly
Our seventh and eighth spots are held by cousins Eco-friendly (0.60 percent share of voice) and Enviro-friendly (0.28 percent share of voice), which we predict will grow 40.30 and 36.05 percent, respectively. In line with the rest of the themes on our list, consumers are talking about Eco- and Enviro-friendly fabric care products.
Seventh Generation has been leading the charge for Eco- and Enviro-friendly fabric care and household cleaning products for nearly 30 years. Taking a note out of their book will serve any brand well heading into 2022.
Chemical Free
Consumers are increasingly interested in Chemical Free fabric care products, so we predict this theme holds a 34.91 percent predicted growth rate for 2022.
Being free from harmful chemicals doesn’t mean your products are any less effective. Mrs. Meyers Detergent is an excellent example of an effective product that works hard against dirt and grime without the help of harmful chemicals.
Non-Toxic
Last but certainly not least, non-Toxic ranks tenth on our predicted winner’s list with a modest 7.16 percent growth rate for next year. While no product is labeling itself as “Toxic,” those containing harmful chemicals that harm the body and the environment will not be trending in 2022.
Shark Tank alumnus, Blueland, offers nontoxic laundry products that also happen to be plastic-free.
Is Your Brand Doing Enough to Stay on Top of Sustainability Trends?
We’re in the midst of a fabric care revolution. Today, sustainability means so much more than using cold water and re-using towels. While environmentally-friendly fabric care isn’t a new concept, it’s gaining steam, and your brand should take notice. Focus next year’s product R&D on options that are non-toxic, perfume-free, and bio-degradable, and you’ll end up standing out from the crowd.
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.
