Fabric softeners overtake perfumes for 23% of Thai consumers

Four out of 10 use laundry scents as their personal fragrance.

About 23% of Thais use fabric softeners as their primary fragrance, according to a report by Mintel.

The report said that fabric softeners have become the go-to daily scent for many Thai consumers, reducing the need for traditional perfumes.

It also found that 40% using laundry scents as their personal fragrance. This trend has led to a decline in fabric softeners with perfume claims, dropping from 18% in 2020-2021 to just 9% in 2023-2024. With 73% of Thais showering more than once a day, there is a clear demand for light, adaptable scents.

Chayapat Ratchatawipasanan, associate director of beauty and personal care at Mintel, said that Thai consumers associate smelling good with cleanliness, favouring subtle fragrances that complement their hygiene routines.

He also sees this as an opportunity for brands to introduce complementary products, such as body lotions or fabric sprays, whilst also exploring innovative scent formats that can be used on the go or between washes.