“Laundry patterns are gradually changing, with more men under the age of 55 sharing the responsibilities and consumers responding to the manufacturer push to run more wash loads on lower temperatures and shorter cycles to save energy. A strong desire for clothes that always smell fresh also suggests a need for more quick washes for freshening up items of clothing.”
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Introduction
Executive Summary
Future Opportunities
Market
Market
Mintel provides a range of market information across categories including: forecasting and share information; internal and broader market environment information; and the issues that affect the market in question.
Issues in the Market
Internal Market Environment
Broader Market Environment
Consumer
Consumer
Mintel conducts exclusive and original consumer research for reports, bringing up-to-date and unique insight to topical issues. This research examines the impact of social, economic, cultural and psychological influences on consumers.
Frequency of Doing the Laundry
Laundry Responsibilities in the Home
Deciding on When to Wash Items
Clothes Washing Patterns
Clothes Drying Patterns
Ironing Patterns and Attitudes
Target Groups
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Internal Market Environment
Appendix – Frequency of Doing the Laundry
Appendix – Laundry Responsibilities in the Home
Appendix – Deciding on When to Wash Items
Appendix – Clothes Washing Patterns
Appendix – Clothes Drying Patterns
Appendix – Ironing Patterns and Attitudes
Appendix – Target Groups
31st July 2012
“A new formula for the Persil laundry range uses ‘wash booster’ technology to more effectively remove tough stains using short wash cycles and at lower temperatures.” 
4th April 2012
“A new campaign for Unilever’s Persil brand picks up again on the ‘Dirt Is Good’ theme and runs a competition for children to win an adventure day with TV celebrity explorer Bear Grylls.”
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How frequently do people do the laundry and who are the best targets?
