A Year of Innovation in Fabric and Dish Care 2021

29 SEPTEMBER 2021 | REPORT
A YEAR OF INNOVATION IN FABRIC

AND DISH CARE, 2021
Environmentally friendly and sustainable fabric and dish care is growing in
Mikolaj Kaczorowski,
importance. Consumers are increasingly expecting safe and clean ingredients. Innovation Analyst
1 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

https://clients.mintel.com/report/a-year-of-innovation-in-fabric-and-dish-care-2021
Table of Contents
EUROPE, MIDDLE EAST & AFRICA (EMEA) ....................................................................................... 7
Europe: sustainability is high on consumer radars............................................................................ 9
[Graph] Europe: fabric and dish care launches with select ethical and environmental claims,
2016-17 vs 2020-21 ........................................................................................................................ 10
Europe: consumers expect fabric and dish care product to be safe ............................................... 12
[Graph] Europe: fabric and dish care NPD with select claims, 2016-17 vs 2020-21.......................13
The Middle East and Africa (MEA) .................................................................................................. 16
ASIA PACIFIC (APAC) ......................................................................................................................... 17
Asia: antibacterial momentum continues ....................................................................................... 19
[Graph] Asia: fabric and dish care launches with antibacterial claims, 2016-21 .............................19
Asia: brands look to botanicals and simple ingredients to communicate "clean" ............................21
[Graph] Asia: dish and fabric care product launches with select ethical and natural claims,
2020-21 ........................................................................................................................................... 21
Australia and New Zealand ............................................................................................................. 24
THE AMERICAS................................................................................................................................... 26
North America: fabric and dish care products must appeal on the basics ......................................28
[Graph] North America: top five fragrance component groups on fabric care launches, 2020-21 ..29
[Graph] North America: top five fragrance component group on dish care launches, 2020-21 ......29
North America: consumers want recognisable ingredients ............................................................. 31
[Graph] North America: fabric and dish care product launches with select claims, 2016-17 vs
2020-21 ........................................................................................................................................... 32
LATIN AMERICA .................................................................................................................................. 34
[Graph] Latin America: dish and fabric care NPD with the antibacterial claim, 2016-21 .................35
Latin America: consumers are seeking out more sustainable fabric and dish care products .........37
[Graph] Latin America: select ethical and environmental claims by category. 2020-21 ..................38

What we have seen

Europe: sustainability and safety
Concerns around climate change are driving consumers to seek out more sustainable options.
Meanwhile, ingredient safety remains a priority for consumers.
APAC: antibacterial and natural ingredients

Brands are responding to continued demand for antibacterial properties in fabric and dish care. Natural
ingredients are helping brands to mitigate consumer concern over the chemicals used in fabric and dish
care products.
Americas: fragrances and ingredients

Novel and intriguing fragrances keep consumers engaged. Meanwhile, ingredient concerns are turning
consumers towards plant-based and recognisable ingredient formulations.
Innovation opportunities in fabric and dish care

Mintel's Senior Brand and Household Analyst expert Richard Hopping highlights three opportunity areas for
fabric and dish care innovation.
Boost quality associations to get ahead
Consumers around the world still report issues with dishwashing and laundry products. Functional
attributes are absolutely key in these markets and brands can succeed by ensuring they constantly seek
better performance.
Promote expertise with ingredient partners, go further with testing, and help enhance the
performance of machines.
Build sanitising claims for the longer-term
Sanitising claims in dish and fabric care products have grown. Over the coming years hygiene concerns
will remain in place, albeit in a fluctuating manner.
Demands around hygiene-focused products will change and product composition and brand messaging
will need to adapt to softer and more natural solutions.
Enhance your prospects through scent
Scents are very influential in the purchase of dishwashing and fabric care products and can be an
important way of standing out.
Brands can go further in the development of scents, including through functional scents like
aromatherapy, and can use scent to enhance the overall experience offered to consumers.

Our pick of the most innovative launches in this review
Recycled jasmine flowers
Softlan Recycled Jasmine Flower Scented Plant-Based Fabric Softener

features a 90% biodegradable formula with 98% natural origin
ingredients, including recycled jasmine flowers that did not sell at flower
markets.
Positive climate action
Earth Choice Undo This Mess Super-Soft Softener and Laundry Liquid
is said to make it easy for Australians to engage in positive climate
action.
Touch-activated scent
Febreze Unstopables Touch Paradise Fabric Refresher Spray is said to

offer a burst of freshness with every touch.

Other interesting launches
Plastic-free
Mas du Roseau Dishwashing Soap Bar is a handmade product that is

incredibly sustainable, economical and effective. The plastic-free
product is made with olives, sodium and tea tree oil.
Five fragrance laundry gift set
Leppesey Laundry Companion Gift Set features perfume level

fragrances and micro-capsule fragrance technology to provide long-
lasting scent. It includes floral, wood, fresh tea, lazy lavender and
ocean breeze variants.
Mother & Child refill kit
Earth Friendly Products Ecos Grapefruit Hypoallergenic Dishmate Dish

Soap is described as a Mother & Child refill kit and features both a
small refillable bottle and a large refill bottle in one pack.

Global retail market overview: fabric care, 2021

Indonesia and Vietnam are key growth markets predicted to see the highest CAGRs in the next five years.
Most European markets are stagnating or in decline.
Base: bubble size is based on market value (US$ estimate 2021); CAGR is based on forecast market
growth value over next five years in local currency
Source: Mintel Market Sizes
Global retail market overview: dishwashing, 2021

France and Australia have the highest per capita spend on dishwashing products. Indonesia and
Philippines are forecast for the fastest value growth.

EUROPE, MIDDLE EAST & AFRICA (EMEA)

EMEA retail market overview: fabric care, 2021

Nigeria is an opportunity market with modest value growth forecast over the next five years, though per
capita spend is low. Much of Europe has stagnant value growth.
EMEA retail market overview: dishwashing, 2021

Sweden and Poland are forecast to be the key value growth opportunities in Europe, while South Africa
and Saudi Arabia offer the greatest opportunity in the MEA region.

Europe: sustainability is high on consumer radars
SUSTAINABLE Consumers expect sustainable and eco-

PACKAGING friendly fabric and dish care
43% The increasing visibility of climate change, from flooding to wildfires, is
of adults in the UK are driving consumer purchasing decisions towards brands that are taking
interested in washing steps to reduce their climate impact.
up liquid with While eco-friendly packaging claims have been the mainstay of
sustainable packaging sustainable messaging, consumers are increasingly pivoting towards
brands that are taking more meaningful steps to address the climate
crisis, from renewable energy sourcing and carbon neutral manufacturing
to refillable options.
Base: UK:1,742 internet users aged 16+ who have bought washing up liquid in the last six months
Source: Kantar Profiles/Mintel

Environmental claims continue to grow in Europe

Ethical & environmental are prominent in all the major European markets, especially in the UK, Germany
and France, while Italy lags a little behind.
Over the last five years, the use of plastic packaging with recycled* content has grown significantly, from
5% of fabric and dish care NPD five years ago to 22% in the last 12 months.
Europe: fabric and dish care launches with select ethical and environmental claims, 2016-17 vs
2020-21
100
74
66
% of launches
62
56 53
48
50
27 24
1 2
0
Environmentally Sustainable Environmentally Ethical – recycling Refill/refillable

friendly product (habitat/resources) friendly package
Sep 2016-Aug 2017 Sep 2020-Aug 2021
* free text search for 'recycled' in the product description in fabric and dish care products with plastic
packaging
Source: Mintel GNPD, Sep 2016-Aug 2017 vs Sep 2020-Aug 2021

Brands take a multi-pronged approach to sustainability
New climate compensated range
DM Denkmit Nature Pro Climate Colour Detergent Concentrate is part

of a new range of climate compensated household products which have
been developed with the Technical University Berlin to provide the best
possible eco balance.
Free of microplastics and mineral oil
Groovy Goods Lemongrass Ecological Dish Wash Bar is a handmade

and sustainable product which is free from mineral, palm, silicon and
paraffin oils and is free from synthetic colourings, fragrances,
preservatives and microplastics.
Refillable pack
Tru Eco Natural Citrus Washing-Up Liquid is a plant-based product in a

refillable and recyclable bottle made with recycled material. Made in
Ireland, the product can be refilled at the brand's refill stations.

Brand innovation/renovation: Softlan

launches fabric softener which contains
unsold jasmine flowers
In Germany, Colgate-Palmolive has recently launched a new fabric
softener under its Softlan brand which features recycled jasmine flowers
that were unsold at flower markets.
The upcycling of resources that would otherwise go to waste taps into the
Softlan Recycled Jasmine
Mintel BPC Trend Sub-Zero Waste, which outlines how consumers are
Flower Scented Plant-
increasingly interested in products and brands which support a circular
Based Fabric Softener
economy.
The brand further reinforces its natural and sustainable image with the
use of a new 100% recycled and recyclable bottle and features a formula
comprising 90% biodegradable and 98% naturally derived ingredients.
Europe: consumers expect fabric and dish care

product to be safe
AWARENESS OF Consumers are looking for safe fabric and

INGREDIENT dish care products
COMPOSITION
Consumers are increasingly scrutinising the ingredients used in
39% household products, with the fabric and dish care categories no
of adults in Italy say exception.
they are paying greater Reassuring consumers of the safety credentials of the products by
attention to what goes formulating with tested ingredients as well as reducing harmful chemical
into household care and additives can help reassure consumers that the product is safe to
products compared to use and won't leave behind chemical residues.
12 months before
This ties in with the Mintel Trend Total Wellbeing, which describes how
consumers are treating their bodies like an ecosystem and are seeking
solutions that complement their evolving personal and health needs.
Base: Italy: 1,933 internet users aged 16+ who have both used and bought any household care products
in the last six months

Product testing reassures consumers of products are safe for the

skin
Over the last five product tested claims have seen steady growth, led by the dermatologically tested claim.
Over the past 12 months, the suitable for sensitive skin claim has seen the strongest growth.
Europe: fabric and dish care NPD with select claims, 2016-17 vs 2020-21
20
17
15
% of launches
11
10
7
5 4
Dermatologically tested For sensitive skin Hypoallergenic Allergy tested


Tested and natural ingredients reassure consumers of product

safety
Natural ingredients and dermatologically tested
Rossmann Eco Freude Citrus Lavender Washing Up Liquid is a

climate-neutral product made from 100% natural plant origin
ingredients. It is free from microplastics and is dermatologically tested.
Tested for nickel, chrome and cobalt
Biopuro Organic Rinse Aid for Dishwashers is produced with plant-

based, natural and organic ingredients and is hypoallergenic,
dermatologically tested and nickel-, chrome- and cobalt-tested.
Free from endocrine disruptors and carcinogens
Spring. Clean & Efficient Laundry Capsules are dermatologically tested

and free from controversial raw materials, such as allergens, proven
endocrine disruptors and carcinogenic materials.

Brand innovation/renovation: You uses

blockchain technology to track and test
ingredients
In France, You has recently updated the packaging of its dishwashing
liquid to include a QR code that gives consumers access to chemical test
results of that product.
You uses blockchain technology to trace the ingredients in its products

You Naturellement + Sain
and each batch of finished product is independently tested for potentially
Lemon Verbena
risky and controversial substances such as allergens, suspected
Dishwashing Liquid
endocrine disruptors, pesticides and heavy metals.
The brand claims to be committed to hiding nothing from consumers,

which ties into the Mintel Trend Full Disclosure, where the post-truth era
has led consumers to demand complete and total transparency from
household companies.

The Middle East and Africa (MEA)
Brands are tapping into the demand for sustainable and safe
fabric and dish care products
Eco-friendly dishwasher capsules
Ecofriend Concentrated Ecological All in One Dishwasher Capsules is a

natural and 100% eco-friendly product that is formulated with active
ingredients from plant sources and is free from chlorine, petrochemicals
and phosphates.
100% natural and organic
Pure Love Baby & Kids Detergent Powder with Softener is a 100%
natural and organic product lovingly made with naturally derived
ingredients to keep babies clothes free and clear from harsh and
harmful chemicals.
Plant-derived enzymes
SoPure Wash & Shine Automatic Dish Gel is a revolutionary automatic

dish gel with an earth-friendly formula using the latest plant-derived
enzymes.

ASIA PACIFIC (APAC)

APAC retail market overview: fabric care, 2021

Indonesia and Vietnam are opportunity markets with the strongest forecast value growth in the next five
years. By contrast, Australia, Japan and South Korea are more mature.
APAC retail market overview: dishwashing, 2021

Australia is a mature market which has the highest per capita spend in the region. Indonesia is an
opportunity market with strong forecast value growth.

Asia: antibacterial momentum continues
ANTIBACTERIAL Antibacterial properties are in demand

83% The novel coronavirus pandemic has heightened consumer awareness of
bacteria and virus transmission and created shifts in consumer attitudes
of adults* in the towards hygiene, both inside and outside of the home, which will last
Philippines consider longer than the duration of the pandemic.
antibacterial properties
a desired attribute of While fabric and dish care may not be seen as frontline categories for
household cleaning combating bacteria transmission, antibacterial qualities in these
products categories can give consumers added reassurance they are helping to
combat the spread.
* taken from Mintel's 35-market consumer research study

Base: Philippines: 1,000 internet users aged 18+
Source: Rakuten Insight/Mintel, March 2021
Explosion of antibacterial claims are largely driven by the fabric

care category
Over 50% of dish and fabric care innovation in China and Japan features the antibacterial claim, compared
to just over a quarter of launches in India.
In comparison, the claim is significantly more niche in South Korea (13%) and Thailand (12%).
Asia: fabric and dish care launches with antibacterial claims, 2016-21
40
35
35
% of launches
30 30
30 29
28
27
25 25 25
25
20
Sep 2016-Aug 2017 Sep 2017-Aug 2018 Sep 2018-Aug 2019 Sep 2019-Aug 2020 Sep 2020-A…
Fabric care Dishwashing products
Source: Mintel GNPD, Sep 2016-Aug 2021

Helping consumers tackle bacteria
Antibacterial mustard seed oil
Labccin Citrus Lime Scent Antibacterial Dishwashing Liquid contains

mustard seed essential oil for antibacterial effect and is claimed to kill
99.9% of bacteria.
ViruX solution
LG Household & Healthcare FiJi Fresh Scented Viru-X Laundry

Detergent contains Viru-X solution, which includes a plant-based
antibiotic formula along with eucalyptus oil, and green tea extract to
deactivate viruses.
Antibacterial fabric refresher
Dettol Fresh Cotton Scented Antibacterial Spray & Wear is said to kill
99.9% of germs, remove odours and wrinkles and leave a fresh scent.

Asia: brands look to botanicals and simple

ingredients to communicate "clean"
NATURAL Consumers are prepared to pay a premium

INGREDIENTS for natural cleaning products
65% The trend towards natural ingredients is driven by increasing concerns
of adults in China surrounding the health effects of using chemicals in the home alongside
would be willing to pay the effects they have on the environment, and is explored in Mintel's
more for fabric care 2019 Global Household Trend Healthy, Happy Home.
products made with Formulating products with recognisable, natural, plant-based and
naturally derived biodegradable ingredients not only helps reassures consumers of the
ingredients products safety, but is an aspect of products that consumers are willing
to pay a premium for.
Base: China: 2,100 internet users aged 18-49 who are responsible for doing the laundry at home
know KuRunData/Mintel
Botanical ingredients and toxin-free claims dominate product

safety claims
Though natural and ethical claims have stagnated somewhat in Asia over the last five years, the region is
ahead of Europe and only slightly behind North America in product safety claims.
Asia: dish and fabric care product launches with select ethical and natural claims, 2020-21
50
42
% of launches
29
25
23
25 19
15
4 3 3 2 1
0
0
Dishwashing products Fabric care
Botanical/herbal Toxins-free No additives/preservatives Organic

Aromatherapy All-natural product

Brands highlight botanical and plant-based ingredients
Safe, organic ingredients
Organic Harvest Care Organic Vegetables & Fruit Wash is formulated

with 100% safe and organic ingredients. It sanitises without harming the
body and is free from soap, alcohol, chlorine, parabens and mineral
oils.
Contains only six ingredients
Rebow Rainbowshop Active Baking Soda Water Dishwashing Liquid is

formulated with only six ingredients and is free from formaldehyde,
benzene and preservatives.
Natural and chemical-free ingredients
Good Wastes Pine Scented Anti-Bacterial Laundry Detergent is made

with upcycled cooking oil from foodservice. It features natural
antibacterial pine essential oil and is free from chemical surfactants and
residues.

Brand innovation/renovation: Wonderhome

Naturals launches refillable and sustainable
plant-based fabric care products
In the Philippines, Wonderhome Naturals has recently launched a range
of plant-based natural cleaning and fabric care products. The products
use locally sourced coconuts along with plant probiotics and are
formulated without harsh chemicals.
Wonderhome Naturals Fuji
The products feature a 100% recycled and biodegradable plastic bottle,
Apple and Peach Grove
which include plastics collected from the ocean. The bottles are designed
Natural Fabric Conditioner
with modularity in mind and will fit into shipping boxes without the need
for filler and extra packaging materials to protect the products during
transit.
The packs are also designed to be refilled, with the brand offering a mail-
in refill service with discounts on purchases.

Australia and New Zealand
Australia and New Zealand have seen a flurry of planet-friendly

fabric and dish care products
Some 38% of adults* in New Zealand would like to see more ethical and eco intitiatives from household
brands.
Plant-based and mineral ingredients
Eco Planet Kaffir Lime & Lemon Dishwasher Cleaner is made with
plant- and mineral-based ingredients coupled with the latest
technologies to ensure a gentler choice for the family, the environment
and the planet.
Ethical and natural ingredients
Conscious Lavender Fragranced Laundry Powder is said to be tough

on dirt and to be amazing for sensitive skin and allergies. The eco
product is crafted from ethically sourced all-natural ingredients and
essential oils.
Plant-based dishwasher tablets
Macro Whole Living Dishwasher Tablets are part of a new private label
range of plant powered household products from Woolworths, Australia.
The fragrance-free product features naturally derived cleaning power.

Base: New Zealand: 1,000 internet users aged 18+
Source: Dynata/Mintel, March 2021

Brand innovation/renovation: Undo this

Mess empowers consumers to be part of
the climate crisis solution
In Australia, Nature's Organics has recently extended their Earth Choice
brand with the launch of its Undo this Mess brand.
As the brand name suggests, it aims to reassure consumers that the

changes they make as individuals can make a difference to the climate
Earth Choice Undo This
crisis. The range of products feature biodegradable and plant-based
Mess Super-Soft Softener
ingredients packaged in recycled and recyclable bottles and the products
and Laundry Liquid
are made with renewable energy.
Undo this Mess products are available in a range of liquid laundry

detergents along with a dishwashing liquid.

THE AMERICAS

Americas retail market overview: fabric care, 2021

North America is forecast to see only modest value growth over the next five years. Within Latin America,
Mexico is a key opportunity market with strong forecast value growth.
Americas retail market overview: dishwashing, 2021

The US has the highest per capita spend in the region, closely followed by Canada. Latin American
markets are forecast to see value growth over the next five years.

North America: fabric and dish care products

must appeal on the basics
THE IMPORTANCE
Consumers crave new and interesting
OF FRAGRANCE fragrances
51% As a functional category, consumers expect dish and fabric care products
of adults in the US buy to not only clean effectively and remove unwanted smells, but also to
laundry products provide pleasing and long-lasting scents.
based on scent While consumers have their core fragrance preferences, brands need to
continuously intrigue consumers with exciting and novel fragrance
experiences.
Base: US: 1,699 internet users aged 18+ who do laundry and buy laundry detergent

Fresh & clean scents are most popular in fabric care, citrus
scents dominates dish care
North America: top five fragrance component groups on fabric care launches, 2020-21
50
45
40
29
% of launches
30
19
20
10 8
7
6
Fresh & clean Floral Outdoor Green/herbal/… Fantasy Other
North America: top five fragrance component group on dish care launches, 2020-21
50
39
40
31
% of launches
30
20
14
12 12
10
5
Citrus Green/herbal/… Fresh & clean Floral Fantasy Other

Innovative fragrances keep consumers engaged
Sweet lavender and lime
Sapadilla Super Concentrated Laundry Detergent with Sweet Lavender

+ Lime is made with a 100% pure essential oil blend with no fake
fragrances or colours and features the beautiful aroma of natural
essential oils.
Lavender and thyme
Grove Co. Lavender & Thyme Ultimate Dish Soap features a 98%
plant-based formula and 100% natural fragrance. The soap contains no
triclosan, parabens, phthalates, phosphates or dyes.
Rain water scent
Mrs. Meyer's Clean Day Rain Water Laundry Detergent is

biodegradable and made with plant-derived ingredients, natural
essential oils and stain-fighting enzymes.

Brand renovation/innovation: Procter &

Gamble launches fabric refresher spray with
touch-activated scent
In the US, Procter & Gamble has recently launched Febreze Unstopables
Touch, which features touch-activated scent technology that releases a
scent from the fabric for up to 100 touches.
The nature of the product makes it ideal for difficult to wash fabrics and
Febreze Unstopables Touch
surfaces such pillows, rugs and bedding and taps into the Mintel Trend
Paradise Fabric Refresher
Sense of the Intense, which describes how products or experiences that
Spray
stimulate taste, touch and smell can appeal and offer something fresh
and different.
Febreze Touch Fabric Refresher spray is available in three scents,

Paradise, Freeze and Fresh.
North America: consumers want recognisable

ingredients
SAFE INGREDIENTS Ingredients concerns weigh on consumers'

31% minds
of adults in Canada As has been seen in food & drink and beauty categories, consumers are
look for laundry increasingly scrutinising ingredients lists and seeking out their version of
products that are free a clean product. While there is no clear definition of what constitutes a
from harmful "clean" product, brands that are transparent about the composition of
ingredients their products can appease consumer concerns around ingredient safety.
Indeed, highlighting plant* based ingredients has been trending in dish

and fabric care innovation, soaring from under 10% of NPD five years
ago, to almost 30% in the last 12 months.
* free text search for "plant" in the product description with word variants as a share of all launches
Base: Canada: 1,429 internet users aged 18+ who are responsible for purchasing laundry products or for
doing the laundry in their household

Brands shun additives, preservatives and fragrances in favour of

more botanical formulations
Over the last five years in North America we've seen dish and fabric care brands increasingly turn to
botanical ingredients to reassure consumers of product safety.
In the period we've also seen an increase in product testing and free-from formulations, to further reassure
consumers the product is safe and gentle on the skin.
North America: fabric and dish care product launches with select claims, 2016-17 vs 2020-21
75
54 55
% of launches
50
31 30
25 15 12
13 14 11
8 7 5
3 3 1 2
0
Sep 2016-Aug 2017 Sep 2020-Aug 2021
Ethical – toxins-free No additives/preservatives Botanical/herbal

Fragrance-free Hypoallergenic Paraben-free For sensitive skin
Dermatologically tested

Brands highlight plant-based and simple ingredient composition
Plant-based ingredients
Simple Truth Sweet Olive Blossom Laundry Detergent is a plant-based

detergent that is free from GMO, artificial fragrances, toxic ingredients,
harsh ingredients, sulphates, parabens, triclosan, phosphates and
optical brighteners.
"All the good stuff and nothing more"
Tide Zero Soft Lavender Liquid Laundry Detergent is described as a

having a "simpler formula with all the good stuff and nothing more". It
contains 0% dyes, chlorine, phosphates, sulphates or optical
brighteners.
Four essential ingredients
Arm & Hammer Clean & Simple Lavender Escape In-Wash Scent
Booster is said to offer lasting freshness with no harsh chemicals and is
made with four essential ingredients: fragrance, baking soda,
crystallised minerals and a non-stick agent.
Brand innovation/renovation: Cleancult

launches refills in eco-friendly cartons
In the US, Cleancult has launched a range of cleaning products that aim
to lower the environmental impact of cleaning products.
The brand markets refillable glass containers and spray bottles along
with a range of laundry and dish care refills in easily recyclable cartons
that are available both in retail and as part of a subscription service.
Cleancult Liquid Dish Soap
The products are plant-based, biodegradable and gentle on the skin and
Refill
the earth and feature a coconut-powered cleaning solution.

LATIN AMERICA

ANTIBACTERIAL Antibacterial claims have grown in

BENEFITS importance to consumers
54% While antibacterial claims are not new to fabric and dish care NPD, the
of adults in Brazil COVID-19 pandemic has heightened consumer awareness of the spread
would be interested in of bacteria and viruses, and increased demand for protection.
fabric care products In Latin America, the dishwashing product category has seen the bulk of
that provide growth in antibacterial claims. While antibacterial claims are growing in
antibacterial benefits the fabric care category, they remain somewhat underdeveloped by
comparison and are some way off meeting the consumer demand for
such products.
Base: Brazil: 1,418 internet users aged 16+ who have bought laundry care products in the last six months
Antibacterial claims grow in Latin America

Latin America: dish and fabric care NPD with the antibacterial claim, 2016-21
30
26
25
20
20 18
% of launches
15
15
11
10
8
6
5
5 4 4
Sep 2016-Aug 2017 Sep 2017-Aug 2018 Sep 2018-Aug 2019 Sep 2019-Aug 2020 Sep 2020-A…
Fabric care Dishwashing products

Brands are launching new antibacterial fabric and dish care

products to meet consumer demand
New antibacterial variant
Cif Antibac Concentrated Dishwashing Liquid is a dermatologically-

tested product that kills 99% of germs and bacteria and has a high
degreasing power. It is ideal for the disinfection and cleaning of utensils
and kitchen surfaces.
Sanitises in 30 seconds
Cloralex Disinfecting Dishwashing Liquid is said to sanitise in 30

seconds and eliminate 99.9% of viruses and bacteria.
Kills and then protects from bacteria
Garza Evolution Detergent is said to remove 99% of bacteria and to

have long-lasting protective layer technology that protects from
bacterial regeneration.

Latin America: consumers are seeking out more

sustainable fabric and dish care products
MORE Environmental concerns are on consumers'

SUSTAINABLE radars
49% As the spotlight on climate change intensifies – and extreme weather
of adults* in Peru events such as flooding, heatwaves and bushfires become more
would like to see more commonplace – consumers will continue to demand greater action from
ethical and brands to minimise their climate impact, and thus, help minimise the
environmental footprint of consumers themselves.
initiatives from Innovating with packaging which features recycled content, more
household brands concentrated and refill options which save on packaging, along with
broader climate initiatives such as carbon offsetting and using renewable
energy during production, will appeal to consumer looking for climate
action from brands.

Base: Peru:1,000 internet users aged 18+
Source: Offerwise/Mintel, March 2021

Brands need to do more to address consumer demand for more

sustainable fabric and dish care products
Ethical and environmental claims have largely stagnated in the fabric and dish care categories in Latin
America over the last five years, with the exception of the eco-packaging claim, which has grown slightly.
Latin America is ripe for more sustainable innovation, with eco and ethical claims underdeveloped in the
region. They were present on 59% of fabric and dish care launches in the last 12 months, compared to
over 80% seen in North America and Europe.
Latin America: select ethical and environmental claims by category. 2020-21
75
54
% of launches
50 45
33 35
30 30 29
25 24 22
25
11 14
Environmentally Environmentally Biodegradable Recycling Toxins-free Sustainable (ha…

friendly product friendly
package
Dishwashing products Fabric care

Brands are addressing plastic packaging concerns
Laundry detergent refill concentrate
OMO Puro Cuidado Concentrated Laundry Detergent Refill can be

diluted to make 3L of laundry detergent. The pack is 4x smaller than a
3L bottle, which saves resources.
Plastic- and petroleum-free
Positiv.a Multipurpose Stain Remover Powder is a hypoallergenic and

plant-based product that contains zero plastic and is free from
petroleum derivatives.
Recycled plastic from ocean plastic waste
Onda Eco Concentrated Laundry Detergent is fragrance-free,

hypoallergenic and plant-based. The pack is made from plastic
recovered from beaches and coastal areas.
Meet the expert

Mikolaj Kaczorowski
Innovation Analyst
Mikolaj has 8 years experience working at Mintel and is responsible for

analysing new product launches in food, drink and household categories,
tying these back to consumer insights, and identifying emerging NPD
trends.
Read more by this expert | Get in touch

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a Chinese licensed
market survey agent (see Research Methodology
China for more information).
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A Year of Innovation in Fabric and Dish Care 2021

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A Year of Innovation in Fabric and Dish Care 2021

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29 SEPTEMBER 2021 | REPORT

A YEAR OF INNOVATION IN FABRIC

1 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Europe: sustainability is high on consumer radars............................................................................ 9

The Middle East and Africa (MEA) .................................................................................................. 16

ASIA PACIFIC (APAC) ......................................................................................................................... 17

Asia: antibacterial momentum continues ....................................................................................... 19

Australia and New Zealand ............................................................................................................. 24

North America: consumers want recognisable ingredients ............................................................. 31

LATIN AMERICA .................................................................................................................................. 34

2 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

What we have seen

APAC: antibacterial and natural ingredients

Americas: fragrances and ingredients

Innovation opportunities in fabric and dish care

Boost quality associations to get ahead

Build sanitising claims for the longer-term

Enhance your prospects through scent

3 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Our pick of the most innovative launches in this review

Recycled jasmine flowers

Softlan Recycled Jasmine Flower Scented Plant-Based Fabric Softener

Positive climate action

Febreze Unstopables Touch Paradise Fabric Refresher Spray is said to

4 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Other interesting launches

Mas du Roseau Dishwashing Soap Bar is a handmade product that is

Five fragrance laundry gift set

Leppesey Laundry Companion Gift Set features perfume level

Mother & Child refill kit

Earth Friendly Products Ecos Grapefruit Hypoallergenic Dishmate Dish

5 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Global retail market overview: fabric care, 2021

Global retail market overview: dishwashing, 2021

6 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

EUROPE, MIDDLE EAST & AFRICA (EMEA)

7 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

EMEA retail market overview: fabric care, 2021

EMEA retail market overview: dishwashing, 2021

8 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Europe: sustainability is high on consumer radars

SUSTAINABLE Consumers expect sustainable and eco-

9 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Environmental claims continue to grow in Europe

Environmentally Sustainable Environmentally Ethical – recycling Refill/refillable

Sep 2016-Aug 2017 Sep 2020-Aug 2021

10 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Brands take a multi-pronged approach to sustainability

New climate compensated range

DM Denkmit Nature Pro Climate Colour Detergent Concentrate is part

Free of microplastics and mineral oil

Groovy Goods Lemongrass Ecological Dish Wash Bar is a handmade

Tru Eco Natural Citrus Washing-Up Liquid is a plant-based product in a

11 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Brand innovation/renovation: Softlan

Europe: consumers expect fabric and dish care

AWARENESS OF Consumers are looking for safe fabric and

12 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Product testing reassures consumers of products are safe for the

Source: Mintel GNPD, Sep 2016-Aug 2017 vs Sep 2020-Aug 2021

Dermatologically tested For sensitive skin Hypoallergenic Allergy tested

13 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Tested and natural ingredients reassure consumers of product