Solving the activewear detergent dilemma | Shell Chemicals
When performance apparel meets real-world washing
Everyday wear is stretching the limits of laundry care.
Synthetic fabrics like spandex, nylon, and polyester have become staples in activewear 鈥� and in daily wardrobes. While these materials are engineered for stretch and sweat, they present real challenges for fabric care.
Odour retention, fabric breakdown, and loss of elasticity are common complaints.
A recent survey found that 80% of activewear users rewash their clothes due to lingering smells.
The problem isn鈥檛 how people wear their garments. It鈥檚 how detergents treat them.
For detergent formulators, the situation presents technical challenges, as well as an opportunity to become a go-to choice for performance fabric care.
Breaking down the activewear boom:
Everyday wear is stretching the limits of laundry care.
Activewear has moved beyond gym attire to become a staple in everyday wardrobes.
The global activewear market is valued at $406.8 billion and is projected to grow 9.0% annually through 2030, driven by rising demand for clothing that blends performance with everyday comfort.
Latin America:
A $53.5 billion market, growing 9.6% annually through 2030
United States:
The largest segment, forecast to grow 6.8% annually through 2035, reaching $135.1 billion
India:
Smaller in size at just under $700 million, but scaling rapidly, with 19% annual growth projected through 2030
Specialty fabrics and laundry detergent formulation
Unlike cotton and traditional textiles, activewear is engineered for high performance, and it needs to be cared for that way.
These leggings, sport bras, and technical tees can be harder to clean and easier to damage.
Many detergents struggle to penetrate synthetic weaves effectively and may lack the targeted surfactants and enzymes needed to break down sweat and bacteria trapped in these materials.
Because of this, activewear washed with conventional detergents may:
- Retain odours
- Accumulate residue that clogs moisture-wicking channels
- Experience pilling or stretch degradation, especially when exposed to fabric softeners, optical brighteners, or high pH formulas
The activewear detergent formulation difference
Activewear fabrics are likely here to stay, and they demand purpose-built care solutions. Delivering on that promise means formulating beyond the basics.
To protect both garments and ensure a good consumer experience, these detergents need to do more. Effective formulations should:
- Preserve fabric integrity
- Include enzymes like proteases and lipases to target odour-causing compounds
- Be residue-free, so performance fabrics stay breathable and bacteria doesn鈥檛 build up
- Perform well in cold water
Activewear detergents enter the mainstream
Some detergent manufacturers are providing solutions to the laundry challenges created by activewear apparel and evolving consumer expectations.
Examples include:
HEX Performance庐: Touts elimination of synthetic fabric odours and preservation of fabric.
Tide Plus Febreze Freshness Sport: Boasts elimination of week-old odours and helps activewear stay fresh for up to three times longer than its original formula.
WIN鈩� High-Performance Sports Detergent: WIN says its detergent is formulated to release oils trapped in synthetic fibres and restore the wicking ability of performance fabric.
Persil庐 Activewear Detergents 鈥� Persil says its enzyme-rich formula removes body oils and odours from performance fabrics while helping maintain stretch, shape, and colour over time.
Ready to formulate for performance?
As activewear usage rises and fabric expectations evolve, detergent performance is under more pressure than ever.
For manufacturers, this presents a formulation challenge and a chance to lead in a growing segment.
Discover Shell NEODOL庐, designed to help formulators build laundry solutions that deliver deep cleaning, odour control, and fabric-safe care.
See how Shell NEODOL supports deep cleaning and fabric-safe care for today鈥檚 performance detergents.