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Vegan and Organic Conquers the Fabric Care Market

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Over the last few years, demand for vegan, organic, and cruelty-free ingredients has spilled over from food products into Skincare, Cosmetics, Haircare, and Clothing. And it’s not over yet.


One of the newest markets to offer vegan and organic product lines is the laundry detergent sector. Consumers want to avoid harsh chemicals and are also increasingly concerned about animal testing in any field. Consumer discussion around organic and vegan laundry detergents has boomed in the last two years.

Small, emerging brands are capitalizing on this consumer interest. Biokleen and Molly’s Suds are just two of the niche companies offering plant-based, natural laundry detergents. Larger detergent brands are following suit.


Consumer discussion around vegan and organic laundry products


Sample data | Source: Playbook Insights™


Two years ago, P&G’s brand Dreft launched Purtouch, a 65% plant-based baby laundry detergent. As more new and established companies offer green, vegan, and/or organic laundry detergents, and as consumer interest shows no signs of dropping, we can only expect this trend to continue.


Signals Analytics and its next-gen, on-demand data platform takes trillions of unstructured and unconnected external data points and turns it into actionable insights for product Innovation, Marketing and Strategy. The platform’s analytic engines connect disparate data with deep context to help brands better align with evolving trends. Signals Analytics’ clients include Procter & Gamble, e.l.f., Nestle, Johnson & Johnson, Bayer, Roche, Mars, and others. Backed by Sequoia Capital, Qumra Capital, Pitango Growth and TPY Capital, Signals Analytics is redefining market research for the world's leading brands.

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Chris Thatcher
5W Public Relations 646-430-5161
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