We’ve already discussed which Fabric Care Need States will be big winners next year, but we haven’t yet dug into the data on which need states we believe will struggle to succeed in 2023. Need states are product claims that motivate consumers to purchase, so brands must stay on top of these shifting trends to avoid missteps in their product marketing efforts.
Using our White Space AI Tool, the team here at Simporter analyzed 207 need states and 7.9 million consumer data points ranging from search traffic to social engagement to reviews to figure out which fabric care themes will be trending in 2023. Is your brand keeping tabs on what consumers do and don’t need when it comes to their favorite fabric care products?
These Need States Are Predicted Suffer Next Year
The graphic below breaks down the ten fabric care need states we believe possess the lowest potential for growth in 2023. Fabric care need state opportunity scores are determined by looking at both share of voice (a leading indicator of market share) and year-over-year growth rate.
Protects Clothing
Protects Clothing (0.06 percent share of voice) sits at the top of our predicted loser’s list with a negative 63.08 percent growth outlook for 2023. Consumers will continue to purchase fabric care products that are good for their clothes and, when possible, good for the planet. However, more specific claims like Stain Removal and Color Safe Wash will give consumers a clearer picture of how one brand or product differentiates itself from another.
Sanitizes Germs
Sanitizing products peaked during the COVID-19 pandemic, so it’s no surprise to see this theme lose momentum in 2023. The team here at Simporter predicts a negative 52.40 percent growth potential as sanitization falls out of consumer focus.
Sanitizes Germs products hold a 0.22 percent share of voice but aren’t going to maintain that market share for much longer. Fabric care products like this spray from Febreeze will find it challenging to keep up with other similar sprays and perhaps should pivot towards marketing their offerings with taglines like Deep Clean instead.
Non-irritating
Consumers are increasingly aware of what’s in their favorite laundry care products, and they’re ditching non-essential, harmful, and irritating ingredients. While products labeled as Non-Irritating have performed well in the past despite having the smallest share of voice on our list at 0.04 percent, we forecast this need state will hold a negative 49.50 growth potential for 2023.
Consumers will be looking for more substantial claims, like approved for Psoriasis, to ensure they’re getting the gentlest, most sensitive option in the market. While Non-Irritating won the hearts of consumers before, brands need to step up their game in the skin sensitivity market and tailor products to trending consumer need states.
Odor Removal
Odor Removal (0.06 percent share of voice) might come as a surprise on this list, but our team predicts a negative 63.08 percent potential growth rate for this theme as people spend less time at home. During the height of the pandemic, consumers were more concerned with Odor Removal products such as these OxiClean Odor Blasters as they spent more time stuck inside. Odor Removal definitely isn’t going anywhere anytime soon, but consumers will prefer labels like Deep Clean and Freshens Clothes for next year and beyond.
High Efficiency
We predict the High-Efficiency need state (0.29 percent share of voice) holds a negative 32.54 percent growth potential for 2023 despite consumer focus on efficiency and environmental friendliness. Consumers will certainly still be demanding High-Efficiency fabric care products.
However, labels that promote ease and safety of use will outperform those labeled as High Efficiency. It’s important to still provide High Efficiency options but also include trending labels that catch consumer attention.
Plant Based
Plant-based consumer interest has grown beyond an ingredient preference into an actual consumer need state. However, our AI models predict a negative 27.84 percent growth potential for Plant-Based products, like this one from Downy, in 2023 compared to late 2020 and 2021.
While Plant-Based foods are making a massive push for market share in 2023, fabric care products don’t necessarily share the same success and excitement. At the end of the day, more broadly generalized products labeled as Non Toxic will perform better than those with a plant-based focus.
Heavy Duty
We recently predicted in our blog about predicted need state winners that Deep Clean would grow 50.98 percent in 2023. However, our team forecasts a negative 18.25 percent growth potential for the Heavy Duty fabric care need state, which should hurt its already struggling 0.14 percent share of voice. While most consumers want their laundry products to provide the best clean, consumers will be talking about, searching for, and shopping for products labeled explicitly as Deep Clean over Heavy Duty.
Delicate Clothing
Delicate Clothing (0.05 percent share of voice) will perform worse in 2022 than 2021, with a negative 18.25 percent growth potential. Consumers won’t just want products for delicate clothing. They want those that are delicate on all clothing.
Consumers have less time coming out of the height of the pandemic, which means less time to focus on laundry. Multipurpose or all-in-one products will perform well in 2023 compared to more one-off, niche solutions.
Pre-wash
Pre-Wash products like this one, which uses the pre-wash laundry feature, hold a negative 8.73 percent growth potential for 2023. This theme (0.09 share of voice) is excellent for heavily soiled laundry, but most consumers try to consolidate their laundry care routines, not add additional steps. Products that are multipurpose, easy to use, or are labeled as stain removing are set to perform well in 2023 over additive Pre-wash solutions.
Sensitive Skin
As we discussed for the Non-Irritating need state, consumers want products with more substantial claims about protecting the skin, especially those with sensitive skin conditions. Sensitive Skin fabric care products will have nearly flat performance in 2023 (-0.80 percent growth potential) and will still maintain the highest share of voice on this list at 3.23 percent.
Get More Insights From AI
AI can help your brand fill the gap in your marketing efforts, especially when determining consumer needs and preferences for your product lines. If your fabric care line is focused on any of the need states we’ve covered in this article, you may want to take a second look at your 2023 plans and make adjustments accordingly.
For more insights on home and fabric care trends, check out our recent webinar here. If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website.
