Fabric care claims give consumers more of what they want

Fabric care claims give consumers more of what they want

Consumers want clothes to last longer – and are willing to pay for it.
Get the latest insights from our consumer reports. 

 

Fabric softeners disappoint in two key areas

A 2019 study* by Conjoint.ly and Novozymes showed how consumers' shifting mindsets are affecting their buying decisions and their interest in fabric softeners. See some of the key learnings below.

Our research shows that fabric softeners live up to consumer expectations on the traditional benefits of fragrance and softness. However, these same products disappoint consumers when it comes to:

  • Fabric care benefits

  • Environmental impact

Even when comparing fabric care claims to the traditional softener benefits of fragrance and softness, fabric care stands out. Consumers in the study regularly assigned higher importance to maintaining the lifetime of garments versus scent. This is a clear change in consumer mindset.

Consumers want their clothes to last longer

Learn more about what consumers want and don't want. The statistics speak for themselves. 

*1,261 participants

81%

81%

of consumers say they will increase softener use if it also provides fabric care

23%

23%

more of the market are attracted to fabric care claims over softness claims

42%

42%

of European consumers who don't use fabric softeners said 'environmental awareness' is the reason why

26%

26%

of the consumers currently not using a softener believe softeners have no function 

Most consumers

Most consumers

report a willingness to pay more for fabric care benefits

Free consumer report

Free consumer report

Today's consumers think in a new way. It affects what they buy and how they feel about fabric softeners. Interested in the key learnings from our research? 

New regional reports available soon

New regional reports available soon

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