New HeiQ research suggests odour control technology is a business opportunity
20/06/2017
HeiQ conducted a consumer research study in May this year and revealed the need for action, it said afterwards. It explained: “Participating consumers are bothered by smells on their textiles. Even more surprisingly, the awareness of anti-odour functionalities in clothing or home textiles is significantly low, and thus communication about textile products empowered with odour control technologies should be rethought if the added value is to be captured.”
The solution to the problem of odour in textiles that most participants spoke of is a higher frequency of washing, or using stronger washing aids such as bleach or stronger detergent, increasing environmental impact. None of them mentioned buying textile products with inbuilt textile technologies that prevent or fight against odours.
However, once probed, according to HeiQ, consumers said they found the idea of a textile product that would prevent odours from developing appealing. The company quoted research from Cotton Inc that suggests that consumers would even be willing to pay a 15% price premium for textiles with odour control functionality.
“This communication gap is an opportunity for brands to sell more and capture 15% more added value at point of sales,” HeiQ said.
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