Fabric conditioner market: Key market research findings
- Increase in marketing initiatives
- Introduction of new products
Technavio has released a new market research report on the global fabric conditioner market, which is expected to grow at a CAGR of around 6% between 2015 and 2019. The Americas dominate the global fabric conditioner market, growing at a rate of around 5% during the forecast period. The convenience and performance provided by fabric conditioners to meet the needs of the consumer’s busy lifestyle is the key growth driver in this region. P&G’s Downy and Bounce is the most popular brand of fabric conditioner in North America.
The new industry research report from Technavio discusses in detail the key drivers and trends responsible for growth, as well as the segments with the maximum growth potential.
“Vendors are proposing new long-lasting fragrances for their products by adding new variants and new technologies. For instance, P&G and Evonik have jointly developed a product named Bounce Dryer Bar, to give clothing fragrance, freshness, and softness. Also, several vendors are launching high-concentrate fabric conditioner products in the market. These concentrated formulas are environment-friendly products and require less packaging and less water during the manufacturing process. For instance, Unilever’s Comfort is one of the popular concentrated fabric conditioners in the market,” says Sriram Mohan, Lead Analyst, Food & Retail, Technavio Research.
Of late, consumers are demanding eco-friendly fabric conditioners with natural ingredients as the chemicals used in fabric conditioners can harm the quality of the clothes in the long run. Bio-D fabric conditioner and Ecoleaf fabric conditioner are some other popular eco-friendly fabric conditioners.
The increase in targeted marketing initiatives by vendors is boosting the market growth. The boom in organized retail in key countries in the APAC region has helped vendors in utilizing point of sale promotion by having a particular counter and dedicated sales staff to promote their products. Some vendors provide a discount on the purchase of their entire product line of laundry care products that includes detergent, fabric conditioner, and stain removers. Moreover, vendors are also indulging in price promotions to attract value-conscious consumers.
The key players in the global fabric conditioner market are Procter & Gamble, Unilever, Colgate-Palmolive, Henkel, and Reckitt Benckiser. The market is highly competitive highly competitive with the presence of multiple well-established suppliers. The vendors in this market compete against each other on product differentiation, portfolio, and pricing.
A more detailed analysis is available in the Technavio report, Global Fabric Conditioner Market 2015-2019.
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