Fabric Care Additives: Are They Still Part of the Consumer’s Laundry Routine?

Laundry Sales Performance

product on Laundry department  has shown a positive uptick in sales, driven by a growing number of members purchasing from the category. In addition to the increase in member,  a slight rise in average spending per customer—contributing to the overall sales growth.

Main Wash showed very solid performance, contributing nearly 70% to total sales. This growth (12.8%) is in line with the significant increase in the number of members (16.5%). On the other hand, Post Wash sales growth has remained stagnant at 0.5%, but it shows a very positive performance in terms of member growth with 21.4%.

Nearly 60% of main wash purchases are in liquid detergent, making it the most preferred type among consumers. For post wash category as a laundry adds-on, Fabric Enhancers remain the most commonly used product by consumers.

Laundry Overall Behavior

Most consumers wash 2–3 times a week using a washing machine, typically washing 10–20 items per load, and they usually sort the clothes first.

Half member still using Laundry add-ons (post wash) product such as Fabric Enhancer & Ironing Perfume after washing clothes while almost half of them only use detergent in their laundry behaviour. Each segment has preferences in washing patterns.

Detergent Only User Behavior

Most detergent only user are satisfied with their current laundry results without using additional fragrance, as they feel the detergent they use is already sufficiently fragrant and clean, and they see no importance or benefit in using a fabric enhancer.

Fabric Enhancer User Behavior

The top 3 fabric enhancers used are Downy, Molto, and So Klin, chosen mainly for their fragrance variety, product claims, and price. Consumers use them for their long-lasting scent, though it fades faster during the rainy season.

Ironing Perfume User Behavior

Most ironing perfume only users are satisfied with their laundry results without fabric enhancers, as their detergent is fragrant enough. They prefer ironing perfume for its ironing ease, added benefits, and longer-lasting scent.

To summarize, the increase in sales of laundry products is driven by a growing number of consumers making purchases. This growth is primarily due to the rising demand for both post-wash and main-wash products. On average, consumers do laundry 2–3 times a week using a washing machine. They tend to have specific preferences when it comes to add-on products such as fabric enhancers. Some consumers feel that fabric enhancers are unnecessary, as the fragrance tends to fade after air-drying. Others, however, believe that using fabric enhancers helps maintain a pleasant scent on clothes—especially when drying laundry during the rainy season.

We hope these insights and data are helpful to you. If you’d like to learn more about your product, we can assist you further, as we have access to over 20 million members and millions of daily transactions for in-depth analysis, including consumer behavior and other product data.