Table of Contents
Introduction
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- Definition
- Hypothesis of report
- Key issues/themes
- Abbreviations
Executive Summary
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- Market drivers
- More households = more laundry
- The consumer
- Men beginning to care and share, but ‘painting it pink’ could still be the way ahead
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- Figure 1: Laundry responsibilities, by gender, October 2013
- Gender, socio-economic status and lifestage combine to influence household routines
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- Figure 2: Loads of washing done in a typical week, October 2013
- Differing washing frequency habits indicate potential target groups
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- Figure 3: Washing items of clothing after wearing once, by type of clothing item, October 2013
- Low temperature wash = low interest levels
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- Figure 4: Wash temperature used most frequently, by types of item being washed, October 2013
- Cleaning power comes first, with sensory sensations in second place
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- Figure 5: Wash results considered most important when doing the laundry, October 2013
- More what-to-avoid than what-to-look-out-for behaviour
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- Figure 6: Attitudes towards clothes, October 2013
- What we think
Issues in the Market
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- What are people’s main laundry priorities and how are these likely to shape future product development?
- How are people’s choices of wash cycle and temperature likely to impact on products used for doing the laundry?
- What lessons can be learned from consumer attitudes towards clothes and clothes buying?
- What can laundry brands learn from clothes washing patterns to increase product usage?
- How can laundry brands best harness the gender differential?
Trend Application
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- Trend: Nouveau Poor
- Trend: Many Mes
- Mintel Futures: Access Anything Anywhere
Market Drivers
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- Key points
- Penetration of washing appliances almost universal
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- Figure 7: Penetration of laundry appliances in UK households, May 2013
- Number of households forecast to rise by nearly 6%
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- Figure 8: UK households, by size, 2008-18
- Household size shifting downwards
- More people = more laundry to be done
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- Figure 9: Trends in the age structure of the UK population, 2008-18
- Growth in child population presents opportunities
- More 25-34-year-olds to target
- An ageing population – what does this mean for the laundry consumer?
- Orientating products by lifestage could bring rewards
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- Figure 10: Forecast adult population aged 15+, by lifestage, 2008-18
Laundry Responsibilities
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- Key points
- Majority of people take on some responsibility
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- Figure 11: Laundry responsibilities in household, October 2013
- Age is a key influence on laundry behaviours
- Could children be encouraged to take more responsibility?
- Women take dominant role
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- Figure 12: Laundry responsibilities, by gender, October 2013
- Men are more likely than women to share (but could they care more?)
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- Figure 13: Men’s involvement in doing the laundry, by age, October 2013
- Fewer young women responsible for doing the laundry
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- Figure 14: Women’s involvement in doing the laundry, by age, October 2013
Frequency of Doing Laundry
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- Key points
- Washing in a typical week
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- Figure 15: Loads of washing done in a typical week, October 2013
- Once-a-week wash more likely in one-person households
- Triggers that push up weekly wash rate vary
- Women more likely to do more washing
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- Figure 16: Loads of washing done in a typical week, October 2013
- Children in the household increases wash rate
- Tumble dryer – the least popular drying option
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- Figure 17: Loads of tumble drying done in a typical week, October 2013
- Gender and age impact tumble dryer usage trends
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- Figure 18: Loads of tumble drying done in a typical week, October 2013
- Once a week is most common for ironing
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- Figure 19: Frequency of doing ironing during a typical week, October 2013
- Similar ironing patterns for men and women
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- Figure 20: Frequency of doing ironing during a typical week, October 2013
Washing Routine for Clothing, Bedding and Towels
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- Key points
- Washing after wearing once dominates routine
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- Figure 21: Number of wears for different items of clothing – All, October 2013
- Tops – a more flexible approach
- Trousers, skirts and jumpers – benefit from an as and when approach
- Gender differences in evidence with clothes washing
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- Figure 22: Washing different items of clothing after wearing once, by gender, October 2013
- Towels washed more frequently than bedding
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- Figure 23: Frequency of washing bedding and towels – All, October 2013
- Impact of age and gender on wash frequency
Wash Settings Used Most Frequently
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- Key points
- Three key types of wash load
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- Figure 24: Wash programme used most frequently, October 2013
- Quick wash versus economy wash
- Bedding and towels – a different approach
- A wash programme for every age and lifestage
- Worries about the cost of living influences choice of wash setting
- Men – are they taking more care or are they just unsure?
- 40 degree wash – most common wash temperature
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- Figure 25: Wash temperature used most frequently, October 2013
- Different approach to clothes compared to bedding and towels
- Low temperature washing
- Cold wash: it’s about poverty - not saving the planet
- The 20 degree wash and the need to counter consumer scepticism
- Outside drying if at all possible
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- Figure 26: Drying method used most frequently, October 2013
- Key demographic factors that influence laundry drying habits
- Drying indoors more commonplace for clothes
- Tumble dryer – least popular drying method
Important Factors for Wash Results
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- Key points
- Stain removal is key priority
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- Figure 27: Wash results considered most important when doing the laundry, October 2013
- White or black (but not grey)
- Women care more than men
- Washing the germs away
- Looking to fabric conditioners for fragrance
- People claim to want to wash at low temperatures (but do they really?)
- Softness a priority for the over-65s
- Low interest in ‘crease-free-for-longer’ results
Energy Saving Behaviour
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- Key points
- Energy saving in the laundry process gauged by age
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- Figure 28: Proportion of people actively trying to save energy when doing the laundry, by age, October 2013
- Green (but also mean)
- Over 55s are most committed to energy saving
- Under 35s have less commitment to energy saving
- 30 degrees: the most popular energy-saving temperature
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- Figure 29: Wash temperature used most frequently, by proportion of people actively trying to save energy when doing the laundry, October 2013
- Need to overcome consumer scepticism
- Fresh air, zero energy cost
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- Figure 30: Drying method used most frequently, by proportion of people actively trying to save energy when doing the laundry, October 2013
- Energy saving attitudes to wash programmes varies with wash load type
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- Figure 31: Wash programme used most frequently, by proportion of people actively trying to save energy when doing the laundry, October 2013
Attitudes towards Clothes
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- Key points
- Laundry consumer groupings
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- Figure 32: Laundry consumer groupings, October 2013
- Shared attitudes defines seven types of laundry consumer
- Attitudes towards buying clothes
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- Figure 33: Attitudes towards buying clothes, October 2013
- To look or not to look (at labels)
- Stain removal – top laundry priority for all
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- Figure 34: Wash results considered most important when doing the laundry, by attitudes towards buying clothes, October 2013
- Other priorities vary depending on laundry consumer type
Appendix – Market Drivers
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- Figure 35: Penetration of laundry appliances in UK households, by demographics, May 2013
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Appendix – Laundry Responsibilities
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- Figure 36: Laundry responsibilities in household, by demographics, October 2013
- Figure 37: Laundry responsibilities of men, by demographics, October 2013
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- Figure 38: Laundry responsibilities of women, by demographics, October 2013
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Appendix – Frequency of Doing Laundry
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- Figure 39: Loads of washing done in a typical week, by demographics, October 2013
- Figure 40: Loads of washing done in a typical week, by demographics (Continued), October 2013
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- Figure 41: Loads of tumble drying done in a typical week, by demographics, October 2013
- Figure 42: Loads of tumble drying done in a typical week, by demographics (Continued), October 2013
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- Figure 43: Frequency of doing ironing during a typical week , by demographics, October 2013
- Figure 44: Frequency of doing ironing during a typical week – Ironing, by demographics (Continued), October 2013
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Appendix – Washing Routine for Clothing, Bedding and Towels
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- Figure 45: Number of wears for different items of clothing – Underwear, by demographics, October 2013
- Figure 46: Number of wears for different items of clothing – Socks, by demographics, October 2013
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- Figure 47: Number of wears for different items of clothing – Work shirts/blouses, by demographics, October°2013
- Figure 48: Number of wears for different items of clothing – T-shirts/tops, by demographics, October 2013
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- Figure 49: Number of wears for different items of clothing – Trousers/skirts, by demographics, October 2013
- Figure 50: Number of wears for different items of clothing – Jumpers, by demographics, October 2013
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- Figure 51: Number of wears for different items of clothing – Sports clothing, by demographics, October 2013
- Figure 52: Number of wears for different items of clothing – Male, October 2013
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- Figure 53: Number of wears for different items of clothing – Female, October 2013
- Figure 54: Frequency of washing bedding and towels – Bedding, by demographics, October 2013
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- Figure 55: Frequency of washing bedding and towels – Bath towels, by demographics, October 2013
- Figure 56: Frequency of washing bedding and towels – Hand towels, by demographics, October 2013
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- Figure 57: Frequency of washing bedding and towels – Tea towels, by demographics, October 2013
- Figure 58: Frequency of washing bedding and towels – Male, October 2013
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- Figure 59: Frequency of washing bedding and towels – Female, October 2013
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Appendix – Wash Settings Used Most Frequently
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- Figure 60: Wash temperature used most frequently – Clothes, by demographics, October 2013
- Figure 61: Wash temperature used most frequently – Clothes, by demographics (Continued), October 2013
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- Figure 62: Wash temperature used most frequently – Bedding, by demographics, October 2013
- Figure 63: Wash temperature used most frequently – Bedding, by demographics (Continued), October 2013
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- Figure 64: Wash temperature used most frequently – Towels, by demographics, October 2013
- Figure 65: Wash temperature used most frequently – Towels, by demographics (Continued), October 2013
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- Figure 66: Drying method used most frequently – Clothes, by demographics, October 2013
- Figure 67: Drying method used most frequently – Bedding, by demographics, October 2013
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- Figure 68: Drying method used most frequently – Towels, by demographics, October 2013
- Figure 69: Wash programme used most frequently – Clothes, by demographics, October 2013
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- Figure 70: Wash programme used most frequently – Clothes, by demographics (Continued), October 2013
- Figure 71: Wash programme used most frequently – Bedding, by demographics, October 2013
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- Figure 72: Wash programme used most frequently – Bedding, by demographics (Continued), October 2013
- Figure 73: Wash programme used most frequently – Towels, by demographics, October 2013
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- Figure 74: Wash programme used most frequently – Towels, by demographics (Continued), October 2013
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Appendix – Important Factors for Wash Results
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- Figure 75: Wash results considered most important when doing the laundry, by demographics, October 2013
- Figure 76: Wash results considered most important when doing the laundry, by demographics (Continued), October 2013
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Appendix – Energy-Saving Behaviour
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- Figure 77: Proportion of people actively trying to save energy when doing the laundry, by demographics, October 2013
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Appendix – Attitudes towards Clothes
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- Figure 78: Laundry consumer groupings based on attitudes towards buying clothes*, by demographics, October 2013
- Figure 79: Laundry consumer groupings based on attitudes towards buying clothes*, by demographics (Continued), October 2013
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- Figure 80: Attitudes towards buying clothes, by demographics, October 2013
- Figure 81: Attitudes towards buying clothes, by demographics (Continued), October 2013
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- Figure 82: Attitudes towards buying clothes, by demographics (Continued), October 2013
- Figure 83: Wash temperature used most frequently, by attitudes towards buying clothes, October 2013
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- Figure 84: Drying method used most frequently, by attitudes towards buying clothes, October 2013
- Figure 85: Wash programme used most frequently, by attitudes towards buying clothes, October 2013
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