The global fabric softener sheets market was valued at USD 2.76 billion in 2020 and is expected to grow at a CAGR of 3.9% during the forecast period. The increasing usage of premium clothes primarily drives the market demand for fabric softeners sheets for washer. It helps to maintain the softness of cloth for a long period. Thus, the consumer gets a good return for the money invested in premium clothes.
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Also, the preference for premium clothes is increasing significantly due to quality concerns, rising living standards, expanding working populace, and increasing per capita disposable income of the consumers. This, in turn, boosts the market demand for fabric softener sheets for sensitive skin over the projected period. The market demand for fabric softener sheets increased during the pandemic period in 2020. With the spread of coronavirus, concern about virus infection increased, resulting in increased adoption of stringent precautions to ensure that their homes were safe from the coronavirus.
The Center for Disease Control and Prevention also stated that the virus could remain viable for many days on surfaces, including bedding, clothing, and towels. These clothes need to be washed frequently to prevent infection. Some healthcare officials have also recommended laundering the clothes after wearing them in public to avoid the virus from contaminating our family and home. This, in turn, has resulted in surging market demand for laundry products such as detergents, bleaches, and fabric softeners.
Growing preference for convenient solutions and changing living standards have resulted in a significant surge in market demand for washing machines across the globe. The need for washing machines has increased significantly in developing countries with expanding middle-class population, increasing spending habits, and evolving lifestyles. For instance, the sales of washing machines in India have increased by more than 24% by the number of units sold in both retail and online outlets since the upliftment of lockdown. This, in turn, contributes to product consumption over the coming years.
Additionally, growing consumer inclination towards the adoption of smart products equipped with advanced technologies such as automatics and semi-automatic front load & top load washing machines is augmenting the growth of the washing machines market and, thus, fabric softener dryer sheets.
Some of the key factors attributing to the increasing adoption of modern appliances in developing countries include high purchasing power, rising number of working women & single-person households, growing emphasis on the development of smart cities, and increased demand for products that reduce the time spent on cleaning, among others. Easy product availability coupled with the growing e-commerce trend is another key factor supporting the demand for dryer sheets over the coming years.
The market is primarily categorized on the basis of product, application, and region.
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The general fabric softener sheets segment garnered the highest market share in 2020. General fabric softener sheets are widely used in clothing and home textile applications to reduce static & wrinkles. Easy affordability is another key factor augmenting the general fabric softener sheet segment growth as consumers are more likely to be inclined towards low-cost and easy solutions available in the industry. Growing demand for pleasant fragrances in cleaning products is the key factor propelling the sheets segment's growth.
The clothing segment is expected to dominate the global market in 2021. This is mainly attributed to the rising trend of laundry services and home laundry machines to wash and dry clothes. Also, the increasing standard of living has resulted in higher sales of washing machines at homes and limited hand-washing. Furthermore, a rise in premium clothing and extra care for those is further expected to drive the segment market growth.
North America accounted for the largest fabric softener sheets market share in 2020 and is projected to grow at a considerable CAGR during the assessment period. The regional market growth is primarily ascribed to the high living standards, a large number of working women population, increasing purchasing power, and a broad consumer base of washing machines & laundromats.
In addition, the increasing need for laundry services and washing machines to reduce the time and effort needed for handwashing due to the fast and hectic lifestyle of the working populace is another crucial factor fueling the fabric softener sheets demand in North America.
The European market growth for fabric softener sheets is primarily driven by the high adoption rate of fabric softener sheets in Germany, the UK, France, and Eastern and Northern European countries in home textiles and clothing applications. The strong presence of several laundry service providers and launderettes is another key factor propelling the region’s growth.
Asia Pacific fabric softener sheets market is expected to register the highest CAGR during the projected period. The regional sheets growth can be attributed to rising market demand for scented products in the cleaning sector in developing countries such as China and India, coupled with expanding populace, growing urbanization, and increasing per capita disposable income.
Additionally, the rising penetration of washing machines owing to hectic lifestyle, rise in the number of working women, child-rearing, and household responsibilities coupled with increasing purchasing power, particularly in India is likely to augment the market growth at a considerable rate during the projected period.
Some of the major players operating the global market for fabric softener sheets are Unilever, P&G, Colgate, Church & Dwight, Ecover, Henkel, Werner & Mertz, Scjohnson, Sodalis, and KAO. These players are focusing on investing in R&D to innovate superior quality dryer sheets which offer fragrance and wrinkle-free features for a longer period of time.
Market size value in 2020
USD 2.76 billion
Revenue forecast in 2029
USD 3.88 billion
3.9% from 2021 - 2029
2017 - 2019
2021 - 2029
Revenue in USD million/billion and CAGR from 2021 to 2029
By Product, By Application, By Region
North America, Europe, Asia Pacific, Latin America, Middle East & Africa
Unilever, P&G, Colgate, Church & Dwight, Ecover, Henkel, Werner & Mertz, Scjohnson, Sodalis, and KAO.