The fabric care category thrived during the pandemic and survived two years of high inflation. Now, this multibillion consumer product category is trying to return to the big gains ushered in by unit dose formats and other innovations of past years. 

According to Circana, overall fabric care sales rose 2.9% during the past year to more than $18.3 billion (see chart). But unit sales increased less than 1% for the 52 weeks ended November 3, 2024.

Former Tide Brand Manager Todd Wichman, founder of InStar Brands, insists that the fabric and home care category is ripe for disruption.

“There are way too many SKUs for way too many ‘meh’ ideas or concepts,” he told Happi. 

InStar recently acquired the US Trademark for Chipso, a laundry and all-purpose soap formula that cleans clothes, hard surfaces and more. Wichman said he expects to establish a “beachhead” at retail soon (For more on Chipso, click here).

Wichman’s timing is impeccable. What’s old is new again, as value-seeking consumers helped powder laundry detergent unit sales climb 7.4%, according to Circana. But regardless of form, Procter & Gamble dominates the fabric care aisle. When taken together, P&G’s Tide and Gain account for more than 55% of liquid sales, more than 80% of unit dose sales and more than 51% of powder sales.

But despite that dominance, some brands have posted impressive performances. Sales of Church & Dwight’s Arm & Hammer unit dose detergent jumped 31.6% during the past year, as consumers sought lower-priced alternatives to Tide and Gain. C&D CEO Matt Farrell told investors that his company enjoys less exposure to private label than other national brands, which helps boost the company’s sales faster than the overall category. In its most recent report, the Private Label Manufacturers Association (PLMA) noted that total store brand sales rose 4.7% in 2023 to a record $236.3 billion. More specifically, home care sales jumped 8.7%, according to PLMA. The continued popularity of private label products doesn’t surprise industry veterans, who note that inflation fears have consumers checking prices.

“While the economy is always a concern and market conditions remain challenging, fabric care remains a consumer staple,” noted Dropps CEO Alastair Dorward. “Inflation has impacted our business as we are seeing an increase in raw materials and transportation costs. We have remained committed to maintaining the affordability of our products and, therefore, have not increased prices. We are hopeful that improvements in supply chain efficiency and potential reductions in global commodity prices will drive a return to more normal conditions within the next year or two.”

Popularity of Synthetic Materials Impact the Market

Dorward explained that the rise in synthetic materials like polyester, nylon, acrylic and spandex—driven by the popularity of athleisure and performance fabrics—has significantly impacted fabric care needs. These materials are durable and versatile, but are also more prone to shedding microfibers during washing, contributing to microplastic pollution, an increasing concern among environmentally conscious consumers. Additionally, synthetic fabrics can trap odors and stains more easily, requiring advanced cleaning solutions to effectively remove them without damaging the material.

“The shift underscores the evolving role of fabric care; it must not only deliver superior cleaning and odor removal tailored to synthetic materials, but also address environmental impacts like microfiber pollution,” explained Dorward. “At Dropps, we’re committed to innovating fabric care solutions that meet these new demands—protecting fabrics and the planet.”

Courtney Landry, director of global product development, Norwex, agreed odor-control continues to gain in popularity. 

“Convenience products are a focus for US consumers,” she said. “Having one formulation that will take care of your regular laundry, but also work to clean specialty fabrics, like athletic wear that is notoriously hard to remove odors from, offer simplicity and convenience we all crave these days. Simple, multifunctional, efficacious, concentrated formulations will continue to see nice growth as we look for simplicity in everyday life.”

New Ideas in Odor Control

Last month, Microban International launched Freshology at ISPO Munich. The new technology is said to neutralize a range of odors to keep textiles fresher, longer. It meets GB/T 33610 and ISO 17299 testing standards for four of the most common odorants: isovaleric acid (IVA), acetic acid (HOAc), ammonia (NH3) and nonenal, making it a solution for tackling unpleasant smells, according to company executives.

“Freshology was developed by balancing and optimizing performance between different chemical profiles,” said Ryan Scott, senior product development chemist at Microban. “The technology offers key advantages for consumers: it effectively traps a wide range of body odors, unlike products that target only one specific odorant. Additionally, it improves moisture management and enhances the softness and feel of treated fabrics.” 

Freshology is integrated into synthetic materials such as polyester, nylon and spandex during the finishing process and captures odors until the fabric is washed. During washing, the technology releases the trapped odorants, renewing the product’s effectiveness. It is nonionic, which allows for the incorporation of additional technologies or treatments during manufacturing without compromising the integrity of the product. The technology is heavy metal-free, making it a more desirable solution than those with metal-based chemistries, according to company executives. It is also mill-friendly, allowing for easy incorporation into existing manufacturing processes.

Product Drops from Dropps

In the past 12 months, Dropps rolled out an improved Oxi Booster that is said to provide more stain-fighting power. It also refreshed the fragrances in its laundry detergents to align with evolving consumer preferences and introduced retail-ready recyclable paperboard packaging to support its sustainability goals. Additionally, Dropps achieved USDA Certified Biobased designation across its full product line, reinforcing its commitment to using renewable ingredients.

Last year, Dropps introduced UltaWash Plus, a multi-chamber dishwashing detergent (see the November 2024 issue of Happi). In 2025, the company will expand multi-chamber innovation from dish care to laundry, according to Dorward.

“Our product pipeline also includes additional products designed to deliver against the top unmet consumer needs in our category, ensuring that we continue to lead with high-efficacy, sustainable solutions that meet today’s consumer demands,” he said.

In addition to expanding its product offerings, Dropps is expanding distribution. Last year, the company accelerated retail expansion and increased consumer accessibility by entering key retailers like Wegmans, Meijer & Save Mart and Walmart.com.

“In 2025, we’re continuing the momentum as Dropps prepares to join one of the US’s largest national trend-forward retailers, making Dropps even more accessible to a broader audience,” explained Dorward. “We’re also moving forward with additional regional grocers and in discussions with membership-based retailers.”

What’s New at Norwex?

This month, Norwex launched Powerzyme laundry detergent. According to the brand, Powerzyme has a unique, ultra-concentrated formula that harnesses the potent power of enzymes and plant-based surfactants to deliver effective cleaning results and quickly work on stains and odors. Like all Norwex products, Powerzyme is free from bleach, fillers, optical brighteners, synthetic dyes, fragrances and other harsh ingredients, and is USDA Biobased 91% so consumers don’t need to worry about any toxic chemicals touching their skin or flowing into waterways, according toLandry.

“Consumers are becoming more aware of the harmful ingredients often found in cleaning products, including their potential to contribute to body burden, which is the accumulation of these dangerous chemicals in the body—and laundry detergents are no exception!” insisted Landry. “To address this, Norwex is expanding its line of laundry products, offering more options for those seeking a sustainable way of living.”

New Leadership at ACI

Helping consumers lead cleaner, safer and healthier lives is a goal of the American Cleaning Institute, too. ACI’s Annual Meeting & Industry Convention gets underway later this month, but for the first time in nine years, Melissa Hockstad won’t be running the show. That’s because she’s the new president and CEO at the Consumer Brands Association. The ACI Board of Directors is conducting the search for a new CEO, a process that could take several months. For now, COO Korie Traver and SVP Doug Troutman serve as interim co-CEOs.

In an interview with Happi, Hockstad said she was most proud of the way the industry responded during the covid-19 pandemic. ACI members manufactured critical products and delivered those products around the world despite a broken supply chain.

“I’m also proud of our outreach to the news media to reinforce the importance of cleaning as a public service message,” recalled Hockstad. “That outreach led to the creation of our ‘Cleaning Is Caring’ campaign.”

During her tenure, the ACI communications team evolved to become the true voice of the cleaning industry, according to Hockstad. Those efforts were recognized by many organizations during the past several years.

“We were one of the first to use social media influencers,” recalled Hockstad. “The world is moving faster and ACI will continue to respond to market changes.”

Her biggest disappointment? Policy gridlock at all levels of government. Hockstad said there were opportunities for bipartisan solutions on a variety of issues including new chemical bottlenecks at the US Environmental Protection Agency.

“There are many innovations, especially in surfactants, that haven’t reached the market,” she explained. “A process that should take 90 days is taking three or four years.”

Hockstad was attracted to CBA’s top spot because it allows her to work with a broader portfolio, one that includes food and beverage as well as cleaning products. So, while she may be moving on, some ACI members are also CBA members, too. As CEO, Hockstad said ACI taught her the importance of having the right people with the right skills.

“The ACI staff is the best group of people that I’ve ever worked with,” she asserted. “The staff delivers value year-round and is passionate about what they do.”

Hockstad had a laundry list of people to thank, including several ACI board members, past and present. 

“The board includes smart, strategic people who always do what is in the best interest of the industry and not their companies,” she said.

That list of smart, strategic thinkers includes Tom O’Brien (retired; former ACI board chair from Sasol), Rutger Beelaerts (retired; former ACI board chair from Shell Chemicals), Joy Atkinson (former board member from Firmenich, now with Presperse), Sundar Raman (former board chair from P&G), Larry Berger (current and longtime board member from Ecolab), Wayne Ashton (former board chair from IFF), Eric Reynolds (current board chair from Clorox), and Suzanne Carroll (current board vice chair from Nouryon).

Does Hockstad have any advice for the next ACI CEO?

“Play to your strengths,” advised Hockstad. “You are joining a great organization. Listen and rely on your team. Team ACI is the best.”