Progressive Grocer - August 2017 - 18

Mintel Global New Products Database Category Insights
For more information,
visit www.mintel.com
or call 800-932-0400.

Fabric Care
Market Overview
Laundry detergents account for
nearly two-thirds of sales within the
overall fabric care market in the
United States and Canada. The U.S.
fabric care market is the largest
in the world, with
Americans spending
about $38 million
annually.
Automatic-detergent
launches are on the
rise in North America,
with an increase to 47

percent of total launches in the 12
months preceding October 2016,
up from 35 percent in the previous
year. Capsule formats also are on
the rise, accounting for 29 percent
of total automatic-detergent
launches. Liquid, however, remains
the most popular, with a 61
percent share of total automaticdetergent launches.
key issues
Botanical/herbal and no-additive/preservative claims are on the rise; in
the 12 months ending October 2016,
botanical/herbal claims rose 15
percent, up from 9 percent in 2013,
and no additives/preservatives saw
an increase of 14 percent this year,
compared with 12 percent in 2013.
Many product launches tapped
into the aromatherapeutic trend by
featuring plant essential oils.

Plant-based products
will need to prove their
worth in terms of efficiency, as
natural cleaning products tend
to be perceived as less efficient.
Botanical/herbal ingredients
and no-additive/-preservative
claims can expand and appeal to
consumers seeking gentler and
more natural formulations, but
brands will also need to strongly
denote efficacy.
Despite scent being important
when choosing fabric care
products, many consumers
are worried about fragrances.
For example, 24 percent of
American consumers who are
responsible for laundry or buy
laundry products feel that many
scents are too strong, while 16
percent are worried that they
will have an allergic reaction
to certain fragrances. Milder
options, with low scents or even
unscented formulations, could
help to reassure consumers,
while companies could also
highlight hypoallergenic claims
- currently only 10 percent of
launches in North America - more
prominently on packaging.

18

| Progressive Grocer | Ahead of What's Next | August 2017

Scent is the top purchase influencer
for detergents, fabric softeners
and scent boosters in the United
States, and is especially relevant for
fabric softeners, with nearly half of
shoppers citing scent as the reason
that they buy. Consumer interest in
floral scents is driving new product
development, appealing to the
one-third of American consumers
who look for natural (floral, citrus)
scents in fabric care products,
and a break from the fresh/
clean fragrances that had proved
popular in the past. About 20
percent of product launches touted
floral scents, compared with 19
percent for fresh/clean. The most
popular floral scents are lavender,
eucalyptus, blossom and wildflower.


http://www.mintel.com

Table of Contents for the Digital Edition of Progressive Grocer - August 2017

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
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