Clean Insights Issue 4: Cleaning Science

issue 4:

A Year in Review and a Look Ahead to the Future of Fabric Care

We launched Clean Insights earlier this year with the mission of empowering fabric care industry leaders with up-to-date consumer insights, trends, and our Laundry Lens insider’s analysis to drive their innovation and business growth.

Now, as 2024 comes to a close, it’s a great moment to look back on the fabric care industry topics and advances that we’ve explored this year. This is also a chance to celebrate our expanding community of readers. Your engagement has made Clean Insights a go-to source for fabric care industry trends and developments.

Below is our take on the last 12 months, but we also want to hear from you. As we head into 2025, what do you think are your biggest opportunities and challenges?

Weigh In

A Global Community

With our readership spanning over 20 countries, including major audiences in the US, India, and the UK, Clean Insights truly reflects the dynamic global laundry care market. Our diverse range of readers, from R&D leads to business development experts, captures the full range of players in the laundry detergent value chain.

Growing Interest and Engagement

With each issue, Clean Insights has seen steady growth, more than doubling its audience in just the first three issues alone. Our readers were most interested in exploring the future of laundry appliances.

The Power of Snackable Content

We’ve found that our bite-sized, snackable content resonates with our busy readers.

A green background with “80%” in large white text, highlighting mobile readership of Clean Insights, alongside detergent innovation insights from IFF.

Consumer Trends in the Age of Disruption

We launched our first Clean Insights issue, offering fresh perspectives on consumer trends in this period of rapid change. We delved into topics such as the expanded view of health, consumers demand for more transparency from brands, and the desire for more sustainable choices in laundry care products.

“Today’s laundry brands can’t just talk a big game –

they’ve got to consistently show up with actions that match, ensuring their communications and the proof of their environmental and social strides are clear and fact-based,”

says Alexandra Schuler,
Biosciences Sustainability Director at IFF.

Check out the issue here

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Digital Trends and Consumer Behavior

In our second issue, we focused on the impact of digital trends on consumer behavior. With smart home devices and connected living becoming commonplace, consumers expect more convenience and personalization from their brands. We explored how this expectation is shaping the fabric care market, particularly with Generation Z leading the charge.

Read Insights

Digital Trends and Consumer Behavior in Fabric Care

The Future of Laundry Appliances

Next, we explored the exciting future of laundry appliances. AI and digital connectivity are transforming the way we do laundry, with machines that can detect fabric type, soil level, and even blend custom detergents for each load. These innovations promise convenience, sustainability, and personalization. We also discussed how these advancements could affect product development, especially as they alter the dynamics of Sinner’s Circle – the interconnected factors determining cleaning effectiveness.

“Monitoring appliance innovation can give you a glimpse into the future to

see how your products may need to evolve. These insights can also be applied to your current product portfolio to leverage similar consumer claims and messaging,”

says Tatiana Goncharova,
Global Business Segment Leader at IFF.

Explore the appliances issue here

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Looking Ahead to 2025

In the coming year, we will continue to provide the latest trends and innovations in the fabric care industry, diving into important topics such as sustainability and how regulatory changes will impact your laundry care formulations.

In January, we’ll be turning our attention to advances in laundry detergent formats. As markets and consumer preferences evolve, so too do the products that serve them. In China, for example, there has been a rapid adoption of unit doses largely driven by the explosion of e-commerce. We also will examine the trend of waterless formats, such as laundry sheets and tiles and explore their challenges and opportunities.

As we look forward to 2025, we’d love to hear more about your perspectives on the laundry detergent industry.