Using our White Space AI Tool, the team here at Simporter analyzed 43 fabric care themes 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?
While most sustainability sub-themes will grow in 2022, a few stand out among the crowd and won’t perform as well as they did across 2020 and 2021. Let’s dive into which ones will decline and why.
Form an Opinion About Forms
The graphic below breaks down the three fabric care themes we believe possess the lowest 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.
Tablets
We recently predicted fabric care capsules have a high growth trajectory for 2022 (Learn more here), so it’s interesting to see alternative terminology like Tablets and Pods appear on our predicted loser’s list here. This is a result of the way consumers are searching for and talking about capsule-based fabric care products.
Tablets will have the most significant loss in market share next year, with an expected 81.19 percent negative growth. Tablet’s share of voice is only 0.23 percent, the second smallest on this list, so the category can’t really afford to suffer next year. Forms specifically classified as Tablets are likely on their way out.
Pods
Pods, which hold a 2.94 percent share of voice, often refer to Tide PODS, a Proctor & Gamble trademark. Aside from the alarming trend of people consuming Tide PODS, they aren’t great for the environment or the skin and contain harsh chemicals. With consumers starting to turn their backs on this well-known term, the team here at Simporter predicts a negative 18.03 percent growth potential for 2022.
With Gen Z leading the charge towards sustainable retail, they’ll be much more likely to purchase products based on personal, social, and environmental values and principles. Instead of Pods, consumers will gravitate towards eco-friendly capsules that are better for the earth and the skin.
Ball
Fabric care products that come in the form of balls, like these Dryer balls from Serena & Lily, will struggle to remain competitive in 2022. Ball products aren’t much of a solution to consumer problems.
Dryer sheets already solve the issue of static electricity on your clothing, and a Ball rolling around making noise in a customers’ dryer is no longer worth the wow factor. The Ball category already holds a meager 0.59 percent share of voice, but we predict that share will shrink with an 11.09 percent negative growth rate in 2022.
Powder
Powder owns a larger share of voice at 1.51 percent, but we expect it to have a similarly tricky year to Ball products with a 10.98 percent negative growth rate. Powder detergents like this one are less convenient, messier, and more cumbersome to use than forms like Sheets, Capsules, and Beads.
Bars
Bars, which take the final spot on our predicted loser’s list, will have a relatively flat performance (-0.10 percent) in 2022. This form is the underdog in the world of fabric care, holding only a 0.05 percent share of voice.
Bars toe the line between convenience and effectiveness, so products like this stain stick from Ingredients Matter can expect to see about the same results as they did in 2021. Some customers love them, but others don’t consider them compared to alternatives such as Liquids or Sprays. Your brand won’t necessarily lose any ground by continuing to market Bars, but we’d still advise focusing on our predicted winners if you want to accelerate your growth plans.
We’ve Formed our Opinions — How About You?
Our predicted declining forms all suffer from the same issue: they’re old news. Your brand should act as an innovative leader in your industry by offering your core products in forms that are approachable, understandable, and convenient to use for your customers.
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.
