Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- Responsibilities for doing the laundry
- Women still taking main responsibility for laundry
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- Figure 1: Responsibility for loading and putting on the washing machine, by gender, September 2012
- Frequency of doing the laundry
- 2-3 wash loads a week most common
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- Figure 2: Frequency of doing laundry tasks at home, September 2012
- Attitudes towards doing the laundry
- Sense of satisfaction from doing the laundry
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- Figure 3: Agreement with statements on approach taken to doing the laundry, September 2012
- Little attention paid to washing instructions
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- Figure 4: Attention paid to washing instructions when washing clothes, September 2012
- Clothes washing patterns
- Most people keep whites and dark colours separate
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- Figure 5: Agreement with statements on washing clothes, September 2012
- Clothes drying patterns
- Outside drying preferred
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- Figure 6: Agreement with statements on drying laundry, September 2012
- Ironing habits and attitudes
- Focus on ironing noticeably creased items
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- Figure 7: Agreement with statements on doing the ironing, September 2012
- What we think
Issues in the Market
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- What value is there in laundry brands targeting men?
- Can focusing on consumer satisfaction help increase laundry sales?
- How are changing washing patterns transforming the market?
- Do mixed or small wash loads represent a market opportunity?
- What can laundry brands do to improve drying and ironing?
Trend Application
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- Trend: Home of the Senses
- Trend: Perfecting the Details
- 2015 Trend: Brand Intervention
Market Drivers
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- Key points
- Vast majority own a washing machine
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- Figure 8: Ownership of laundry appliances and irons, 2008-12
- Fewer people willing to pay more to be green
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- Figure 9: Agreement with statements on the environment and recycling, 2008-12
- Strong focus on reducing energy and water usage
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- Figure 10: Frequency of cutting down on use of gas/electricity and water at home, 2010-12
- Fresh smelling clothes made to last
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- Figure 11: Attitudes towards clothing, 2008-12
- More households means more people doing the laundry
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- Figure 12: UK households, by size, 2007-17
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- Figure 13: Household size, by all men, 2007-12
- Ageing population but also more children
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- Figure 14: Trends in the age structure of the UK population, 2007-17
- Working women lack time for laundry
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- Figure 15: Trends in working status, by gender, 2008-12
Laundry Responsibilities in the Home
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- Key points
- Women take main responsibility for washing clothes
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- Figure 16: Responsibility for doing various laundry tasks in the home, by gender, September 2012
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- Figure 17: Male responsibility for loading and putting on the washing machine, by age, September 2012
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- Figure 18: Responsibility for loading and putting on the washing machine, by men and women who are married or living with a partner as married, September 2012
- Similar patterns emerge for drying clothes
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- Figure 19: Male responsibility for hanging the washing to dry inside or outside, by age, September 2012
- Men also less likely to do the ironing
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- Figure 20: Male responsibility for doing the ironing, by age, September 2012
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- Figure 21: Responsibility for doing the ironing, by men living alone and those who are married or living with a partner, September 2012
Frequency of Doing the Laundry
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- Key points
- 2-3 wash loads a week most common
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- Figure 22: Frequency of doing laundry tasks at home, September 2012
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- Figure 23: Heavy usage of the washing machine*, by age and presence of children in household, September 2012
- Tumble dryers used less frequently
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- Figure 24: Heavy and light usage of tumble dryers, by age and socio-economic group, September 2012
- Ironing done less often than washing
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- Figure 25: Heavy and light ironing, by household size, September 2012
Attitudes Towards Doing the Laundry
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- Key points
- Satisfaction in home laundering of clothes
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- Figure 26: Attitudes towards doing the laundry, September 2012
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- Figure 27: Agreement with statements ‘Getting the laundry done gives me a sense of satisfaction’ and ‘Laundry is a chore that I put little effort into’, by age, September 2012
- More wash loads means more time and care taken
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- Figure 28: Approach to doing laundry, by frequency of loading and putting on the washing machine, September 2012
- Few paying close attention to washing instructions
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- Figure 29: Ways in which people wash special care clothes, by frequency of loading and putting on the washing machine, September 2012
- Low incidence of visiting dry cleaners
Clothes Washing Patterns
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- Key points
- Majority keep their whites and dark colours separate
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- Figure 30: Agreement with statements on washing clothes, September 2012
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- Figure 31: Agreement with statement: ‘I run mixed wash loads of pale colours/whites and dark colours’, by household size, September 2012
- Economy washes the answer for some smaller wash loads
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- Figure 32: Agreement with statement ‘I use an economy wash or half load programme for smaller wash loads’, by frequency of loading and putting on the washing machine, September 2012
- More being encouraged to wash on short cycles
- Gradual shift occurring towards low-temperature washing
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- Figure 33: Agreement with statement: ‘I use low temperatures (ie 30 degrees or less) for most of my washing’, by age group, September 2012
- Older bias to usage of ancillary products
Clothes Drying Patterns
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- Key points
- Strong preference for drying outside
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- Figure 34: Agreement with statements on drying laundry, September 2012
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- Figure 35: Agreement with statements about drying laundry either outside or indoors, by age group, September 2012
- Reluctance to use tumble dryers
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- Figure 36: Agreement with statements on use of tumble dryers, by age group, September 2012
Ironing Habits and Attitudes
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- Key points
- Very few people iron everything
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- Figure 37: Agreement with statements on doing the ironing, September 2012
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- Figure 38: Ironing habits, by age group, September 2012
- Few people buying ironing aids
- Ironing more of a chore than a pleasure
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- Figure 39: Attitudes towards doing the ironing, by age group, September 2012
Target Groups
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- Key points
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- Figure 40: Target groups for laundry habits, September 2012
- Results Focused (13%)
- Throw It All In (17%)
- Satisfied Launderers (18%)
- Careful Washers (13%)
- Apathetic (39%)
Appendix – Market Drivers
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- Figure 41: Ownership of laundry appliances and irons, by demographics, 2012
- Figure 42: Agreement with statements on the environment and recycling, by demographics, 2012
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- Figure 43: Attitudes towards clothing, by demographics, 2012
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Appendix – Laundry Responsibilities in the Home
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- Figure 44: Responsibilities for different laundry tasks, September 2012
- Figure 45: Responsibilities of men for different laundry tasks, September 2012
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- Figure 46: Responsibilities of women for different laundry tasks, September 2012
- Figure 47: Responsibilities for different laundry tasks, by demographics, September 2012
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- Figure 48: Responsibilities for loading and putting on the washing machine, by demographics, September 2012
- Figure 49: Responsibilities for hanging the washing to dry inside or outside, by demographics, September 2012
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- Figure 50: Responsibilities for loading or unloading the tumble dryer, by demographics, September 2012
- Figure 51: Responsibilities for doing the ironing, by demographics, September 2012
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- Figure 52: Responsibilities of men for different laundry tasks, by demographics, September 2012
- Figure 53: Responsibilities of men for loading and putting on the washing machine, by demographics, September 2012
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- Figure 54: Responsibilities of men for hanging the washing to dry inside or outside, by demographics, September 2012
- Figure 55: Responsibilities of men for loading or unloading the tumble dryer, by demographics, September 2012
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- Figure 56: Responsibilities of men for doing the ironing, by demographics, September 2012
- Figure 57: Responsibilities of women for different laundry tasks, by demographics, September 2012
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- Figure 58: Responsibilities of women for loading and putting on the washing machine, by demographics, September 2012
- Figure 59: Responsibilities of women for hanging the washing to dry inside or outside, by demographics, September 2012
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- Figure 60: Responsibilities of women for loading or unloading the tumble dryer, by demographics, September 2012
- Figure 61: Responsibilities of women for doing the ironing, by demographics, September 2012
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Appendix – Frequency of Doing the Laundry
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- Figure 62: Frequency of loading and starting the washing machine, by demographics, September 2012
- Figure 63: Frequency of loading and unloading the tumble dryer, by demographics, September 2012
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- Figure 64: Frequency of ironing, by demographics, September 2012
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Appendix – Attitudes Towards Doing the Laundry
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- Figure 65: Attitudes towards doing the laundry, by demographics, September 2012
- Figure 66: Attitudes towards doing the laundry (continued), by demographics, September 2012
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- Figure 67: Attitudes towards doing the laundry, by frequency of loading and starting the washing machine, September 2012
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Appendix – Clothes Washing Patterns
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- Figure 68: Agreement with statements on washing clothes, by demographics, September 2012
- Figure 69: Agreement with statements on washing clothes (continued), by demographics, September 2012
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- Figure 70: Agreement with statements on washing clothes, by frequency of loading and starting the washing machine, September 2012
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Appendix – Clothes Drying Patterns
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- Figure 71: Agreement with statements on drying laundry, by demographics, September 2012
- Figure 72: Agreement with statements on drying laundry (continued), by demographics, September 2012
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- Figure 73: Agreement with statements on drying laundry, by frequency of loading and starting the washing machine, September 2012
- Figure 74: Agreement with statements on drying laundry, by frequency of loading and unloading the tumble dryer, September 2012
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Appendix – Ironing Habits and Attitudes
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- Figure 75: Agreement with statements on doing the ironing, by demographics, September 2012
- Figure 76: Agreement with statements on doing the ironing (continued), by demographics, September 2012
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- Figure 77: Agreement with statements on doing the ironing, by frequency of loading and starting the washing machine, September 2012
- Figure 78: Agreement with statements on doing the ironing, by frequency of ironing, September 2012
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Appendix – Target Groups
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- Figure 79: Target groups, by demographics, September 2012
- Figure 80: Responsibilities for different laundry tasks, by target groups, September 2012
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- Figure 81: Frequency of doing loading and starting the washing machine tasks, by target groups, September 2012
- Figure 82: Frequency of doing loading and unloading the tumble dryer tasks, by target groups, September 2012
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- Figure 83: Frequency of ironing, by target groups, September 2012
- Figure 84: Attitudes towards doing the laundry, by target groups, September 2012
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- Figure 85: Agreement with statements on washing clothes, by target groups, September 2012
- Figure 86: Agreement with statements on drying laundry, by target groups, September 2012
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- Figure 87: Agreement with statements on doing the ironing, by target groups, September 2012
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