Consumers across the US are grappling with higher costs for everyday staples, which has many rethinking discretionary spending and daily habits. Changes can make their way into the laundry room. They might squeeze in one more wearing of a favorite sweatshirt before tossing it in the hamper. They could be more deliberate about dosing—no longer free-pouring directly into the machine, or using a shot glass, not the cap, to measure. Instead of buying a jug when they pick up a prescription, they’ll look for a sale or buy in bulk. Some might decide to switch to powder.

Fabric care executives are watching their behaviors closely in this economic climate.

LAUNDRY CATEGORY PERFORMANCE
Below is US laundry care category data for the 52 weeks ended Nov. 2, 2025 from Circana, a Chicago-based market research firm. The numbers show Total US – Multi Outlet+ w/C-store (grocery, drug, mass market, military, convenience and select club, dollar and beauty and online retailers).

Product Categories	Dollar Sales		Unit Sales		Price per Unit
	Current	% Change vs YA	Current	% Change vs YA	Current	% Change vs YA

Aisle-Laundry	$18,844,619,110	2.5%	1,959,639,378	0.6%	$9.62	1.9%
Laundry Detergent	$11,652,127,632	2.2%	1,000,007,208	0.9%	$11.65	1.3%
Liquid	$7,968,202,658	1.3%	700,937,206	-1.3%	$11.37	2.7%
Packet/Bar	$2,874,384,731	1.4%	219,528,349	3.9%	$13.09	-2.4%
Powder	$809,540,243	14.7%	79,541,652	13.7%	$10.18	0.9%
Laundry Care	$3,304,955,467	7.3%	368,200,876	4.5%	$8.98	2.7%
Prewash/Additive	$3,136,975,670	7.7%	341,283,867	5.3%	$9.19	2.3%
Fine Washable	$73,444,384	3.4%	6,108,155	2.5%	$12.02	0.9%
Static Control/Fabric Protector Liquid	$67,674,192	5.0%	11,676,581	-1.9%	$5.80	6.9%
Laundry Starch	$26,861,221	-9.4%	9,132,273	-10.6%	$2.94	1.3%
Fabric Softener	$2,877,045,583	1.3%	397,629,712	-1.1%	$7.24	2.4%
Bleach	$1,010,490,428	-4.0%	193,801,582	-4.1%	$5.21	0.1%
Source: Circana (@WeAreCircana)

An Eye On Consumer Behavior

Jon Moeller, CEO of the largest player in the US laundry category, told Yahoo Finance that P&G was seeing consumers doing fewer loads of laundry per week.

According to Circana, US “laundry aisle” sales for the 52 weeks ended Nov. 2, 2025 rose 2.5%, but unit sales were up a scant 0.6%. Liquid detergent—far and away the largest format in the category—recorded a 1.3% dip in units. Packet/bar unit sales rose 3.9% with dollar sales up 1.4%. The biggest gains came in powders; sales rose 14.7% with units up 13.7%.

“We have observed a notable change in consumer behavior due to rising costs at the grocery store,” said Phil Schaffer, corporate senior vice president and regional head, Henkel Consumer Brands, North America. “Based on our data, consumers are responding by opting for larger pack sizes of laundry detergents and fabric finishers, which has led to higher per-unit spending but has kept the average price per wash load stable. In addition to the popularity of club sizes, the overall ‘value’ segment has experienced strong growth. These trends show shoppers are choosing more economical formats and value-focused products to manage costs despite inflation but still maintaining access to quality products.”

Schaffer said Henkel’s team “is working hard to find ways to keep prices steady for shoppers, while meeting customer needs.”

He said to mitigate the impact of increased production costs on consumers, Henkel’s laundry brands are meeting the demand by “expanding the value-oriented products and pack sizes, which helps reduce the impact of higher manufacturing expenses on consumers.”

While consumers may be seeking more value, sustainability remains important, according to experts.

Last year, Henkel rolled out concentrated formulas for All, Persil and Snuggle liquids, which reduce packaging and resource consumption and are part of the company’s broader commitment to creating more sustainable, environmentally conscious products.

According to Schaffer, the formulas support water conservation efforts by reducing water usage in Henkel’s manufacturing facilities—approximately 9 million gallons of water annually (the equivalent of 450,000 standard laundry wash loads). The concentrated formulas come in smaller bottles, which contributed to nearly a 5% net reduction in plastic and fewer trucks needed for transportation, which results in a projected annual CO₂ emission reduction of more than 4,000 metric tons. 

Henkel has made investments at its Bowling Green, KY manufacturing facility for the concentrated formulas. 

“Beyond our facilities, we continue to drive advancements and innovations in our products by leveraging evolving scientific expertise and consumer insights to deliver outstanding cleaning, care, and sustainability benefits,” Schaffer added.

For example, Henkel targeted cleaning efficacy and fabric protection at Persil, making color care improvements designed to help clothes look newer for longer. And at All, the focus remains on the nexus of skin care and fabric care, a strategy that has earned the brand its solid reputation with dermatologists who recommend it for those with sensitive skin, including eczema sufferers. In October (Eczema Awareness month), All partnered with influencer Danielle Jonas—an eczema activist—to further connect with eczema and sensitive skin communities. All Free Clear to boasts the National Eczema Association Seal of Acceptance. 

Sustainability Proves Sustainable

At Earth Friendly Products (Ecos), the laundry business is growing. Recent Circana data shows Ecos liquid detergent recorded a double-digit jump in unit sales over the past year.

“We’re thrilled that more consumers are choosing Ecos as part of their laundry routine,” Ecos Chief Innovation Officer Jenna Arkin told Happi. “Our focus has always been affordable, sustainable chemistry, and as consumers become more aware of how their chemical environments impact their health, we’re proud to support that wellness journey with safer alternatives.”

According to Arkin, while Ecos is best known for its hypoallergenic, plant-powered formula, it has expanded its laundry roster with stain-fighting enzyme options, ultra-concentrated detergents packaged in lightweight aluminum instead of plastic, and what she called “format-agnostic” choices that let shoppers “pick what works for their lifestyle.” 

Ecos laundry sheets and laundry packs continue to grow, too, as more consumers look for plastic-free solutions, she asserted.

“We want to meet consumers where they are—and ensure that every choice they make with us is a sustainable one,” she said.

Consumers’ continued interest in more sustainable products is paying off.

“With more shoppers choosing sustainable chemistry at the register, we’re finally seeing real economies of scale. Certain bio-based materials are becoming easier to source, and that’s opening the door to more innovation,” said Arkin.

“But it’s not just availability—we also look closely at feedstocks to ensure they’re renewable, responsibly sourced, and resilient in the face of climate change. Some of the most exciting work we’re following is in fermentation and biological manufacturing. These technologies are still early, but they’re incredibly promising for creating renewable, high-performance ingredients with a much lighter environmental footprint,” she added.

According to Arkin, even in inflationary times, the company’s commitment to affordability is steadfast.

“It’s literally in our mission statement and remains our North Star when we formulate. We focus on value without unnecessary additives, fillers, or waste—so consumers never have to choose between safer chemistry and affordability.”

She continued, “Because we’re a primary manufacturer with four geographically diverse U.S. facilities, we can localize supply chains, reduce freight costs, and produce closer to the consumer. That operational discipline allows us to keep pricing accessible without compromising performance. In tougher economic climates, Ecos isn’t a luxury item—it’s an everyday essential built to serve families well.”

Better Formulas

In Q4 2025, P&G announced what it called the “biggest upgrade” to Tide Original liquid in more than two decades. It is said to deliver advanced stain removal, brighter brights, whiter whites and longer-lasting freshness through what a press release outlined as a 25% increase in “cleaning surfactants,” 40% more “non-ionic surfactants to tackle body soils” and “innovative” soil release polymer technology. 

(Looking for surfactants? Check Happi’s Buyers’ Guide for leading providers.)

The new formula moved from prototype to market in one year, according to P&G.

Recent innovations at Church & Dwight include a fragrance-free Arm & Hammer Power Sheet option and “Free & Clear” variants of Arm & Hammer Laundry Deep Clean Liquid and Deep Clean Unit Dose.

Dropps expanded into Target in March 2025. More recently, the B Corp rolled out Odor Eraser, a laundry additive that delivers “broad-spectrum” odor elimination.

Designed to work alongside detergent, Dropps Odor Eraser is formulated with TriCore Erase technology, which features a high-performance enzyme, a plant-based zinc complex and a proprietary odor-fighting ingredient that targets stubborn, set-in odors like dank mildew and mustiness. Dropps says the new launch also sets new benchmarks for sustainability and transparency; Odor Eraser is USDA Certified Biobased (73%) and Leaping Bunny Certified. 

Connecting with Consumers

Fabric care brands are developing new initiatives that reinforce their brand position.

P&G’s Gain last fall looked to leverage the excitement around the release of “Wicked: For Good.” The scent-driven brand rolled out limited-edition Flings in Fantabulous Floral (hibiscus, peony, and vanilla) and In-Wash Scent Boosters in Wonderfullest Woods + Beautifical Blossom (delicate florals plus warm musk) and Emerald Charm + Yellow Brick Wonder. (For more on the influence that fragrance has in household care, see p. 24.)

P&G is tapping into the final season of Netflix’s “Stranger Things” with a collaborative campaign for Tide. This last season of the hit show takes place in 1987—the same year Tide launched its “Letters to Tide” campaign which featured real handwritten letters from customers thanking liquid Tide for saving their favorite clothes. The new Tide television spot has a nostalgic feel and features a Stranger Things actress, in character, penning letters to Tide.

Ensueño Laundry last year rolled out the “Abuela Tag Reader,” a digital experience designed to resonate with Hispanic-American households. 

In the activation, “real life abuelas” guide users through the different care symbols found in their clothing and best practices for washing and drying. The approach was educational and cheeky; officials said it was designed to strike a balance between resource and nostalgia.

“In Latino culture, there’s an Abuela way to do your laundry and a wrong way to do your laundry,” Cristina Mustieles, senior brand manager at Ensueño, said when the campaign was unveiled. 

The effort was a success, driving impressions, coupon redemptions and sales, according to those close to the campaign.

More recently, Henkel’s Snuggle signed on as an official sponsor of the 2026 HGTV Dream Home. The long-running sweepstakes awards one contestant with a luxury home (this year, a lakeside retreat in Lake Wylie, NC). Snuggle is featured the home’s “Laundry Lounge” designed with soft textures and a paint palette that echoes Snuggle’s signature blue. 

Indie Brand News

The fabric care market is dominated by the big three, but the space is seeing innovation among the indie brands—not to mention investment dollars.

Laundry Sauce, which sits in the premium end of the market, recently introduced its first hypoallergenic fragrance, Himalayan Cashmere, which is described as a blend of soft musks, sweet pear and airy white florals. The new scent available in pods, dryer sheets and the brand’s in-wash scent booster. 

Celebrity-co founded Homecourt, which touts home care products including laundry concentrate, recently raised an $8 million Series A round led by Cult Capital (an investor in beauty brands Supergoop! And Act + Acre, among others). The funding will help accelerate brand awareness, expand its team and strengthen infrastructure. 

Homecourt launched in 2022 as a DTC line; today it is stocked in 300-plus retail doors in US, including places like Nordstrom. 

And there’s a new indie eyeing the US laundry market—Leaf & Mineral. The Canadian brand’s assortment spans laundry detergents, powder packs and oxygen whitening solutions (as well as dish care and rinse aid). In its home market on the west coast of Canada, Leaf & Mineral is stocked at London Drugs, IGA, Fresh Street Market and Askew’s. 

As this issue went to press, officials said they signed a deal with its first US outlet that would make Leaf & Mineral products available in mid to late January.