Consumers are constantly seeking the next best thing in whatever product category they’re shopping for, so your brand must focus on both positive and negative trends within your industry. But, getting data on fabric care theme preferences isn’t too easy to find on your own. That’s where our team at Simporter comes in.
Using our White Space AI Tool, we analyzed 43 fabric care themes to determine 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, three 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.
These Themes Will Struggle Next Year
The graphic below breaks down the three fabric care themes we believe possess a low 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.
Cruelty-free
Fabric care products labeled as Cruelty-free will see slight negative growth (-2.63 percent) in 2022 as consumers become increasingly aware of what’s in their favorite products and how they’re tested.
Many brands and household names have already turned their backs on animal testing and have adopted alternative testing methods, but there’s still a long way to go across the industry. Cruelty-free products are relatively guilt-free, and brands like The Good Home Co. are leading the charge with their fabric-care line and refillable bottles, helping consumers make a small step towards eco-friendly lifestyles.
Cruelty-free products like Dr. Bronner’s 18-in-1 liquid soap will be a consumer’s dream because it’s bio-degradable, versatile, and incredibly effective — it can be used for fabric care, body care, and even household cleaning. For brands that are already cruelty-free, lean into consumers’ desire for convenience and make their lives easier by offering all-in-one or multi-purpose products.
Hypoallergenic
While Hypoallergenic fabric care products certainly aren’t going anywhere anytime soon, our team predicts 6.58 percent negative growth for this theme in 2022.
Hypoallergenic products are typically free of harmful ingredients like bleach, dyes, and fragrances, which means fewer problems for those with sensitive skin. But a trimmed-down ingredients list doesn’t mean Hypoallergenic products are any less effective at getting rid of grime, stains, and odor.
Brands looking to get a leg up on the competition should focus on the eco-friendly aspects of their products. This detergent from ECOS is not only Hypoallergenic but also vegan and climate-positive, which will resonate strongly with 2022’s consumers.
According to Forbes, Gen Z is the “Sustainability Generation” that prefers to buy sustainably, so focus efforts on the eco-friendliness aspects of products. At the end of the day, products that are better for the environment tend to have less of the bad stuff that causes irritation in the first place.
Sanitizers
Obviously, with the global pandemic we’ve all lived through this last year, anything Sanitizer-related had a huge spike across 2020 and early 2021. So, it’s no surprise to see a downturn for this theme heading into 2022 as we gradually overcome COVID-19.
We predict a 52.4 percent negative growth as consumers focus less on sanitization and more on climate-impacting themes like Bio-degradable, Earth-friendly, and Zero Waste. For more on predicted trending themes, check out our blog here.
Steer Clear of These Themes
Brands interested in remaining on the cutting edge of the fabric care industry should steer clear of the themes we’ve covered in this article. Even though cruelty-free and hypoallergenic would seem like themes to continue building products around, consumer data says the opposite. Prioritize themes that cater to your customer’s preferences for sustainable practices and convenient use-cases.
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.
