Table of Contents
Executive Summary
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- Room to increase men’s involvement and products used
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- Figure 1: Usage of different types of home laundry products, September 2015
- Encouraging more low-temperature wash loads
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- Figure 2: Temperatures used for washing laundry, September 2015
- Most people use two wash programmes
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- Figure 3: Repertoire of wash programmes used when doing the laundry, September 2015
- Majority of people prefer outside drying
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- Figure 4: Methods used for drying laundry, September 2015
- Certain stains stand out as most difficult to remove
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- Figure 5: Stains people find most difficult to remove from laundry, September 2015
- High incidence of over- and under dosing
- Variation in detergent dosing depending on wash load
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- Figure 6: Product usage behaviour for home laundry products, September 2015
- What we think
Issues and Insights
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- What brands can learn from temperatures and wash programmes used
- The facts
- The implications
- What wash routines mean for future sales of laundry products
- The facts
- The implications
- Engaging men with doing the laundry
- The facts
- The implications
The Market – What You Need to Know
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- Almost universal ownership of washing appliances
- Focusing on speed and energy efficiency
- Giving advice on using new appliance features
- Growth in household and population numbers
- New launches boost sales of fabric care products
Market Drivers
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- Ownership of washing appliances almost universal
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- Figure 7: Household ownership of washing machines, washer dryers and tumble dryers, 2012-15
- Energy efficiency, speed and larger loads
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- Figure 8: Features of a washing machine or tumble dryer that people are most interested in paying more for, April 2014
- Smart technology likely to play a bigger role
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- Figure 9: Interest in product innovation in washing machines and tumble dryers, January 2015
- Growth in number of households set to continue
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- Figure 10: UK households, by size, 2010-20
- More people equates to more laundry
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- Figure 11: Trends in the age structure of the UK population, 2010-20
- Laundry detergents largest segment of market
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- Figure 12: UK retail value sales of home laundry products, by segment, 2013 and 2014
The Consumer – What You Need to Know
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- Still gender inequality when it comes to doing the laundry
- Powder and liquid detergents most widely used products
- Room to increase repertoire of products used
- 40 degrees wash temperature used most often
- Most people stick to one or two different wash programmes
- Outside drying the preferred option for drying laundry
- Sauces and oils/fats the most difficult-to-remove stains
- Dosing not an exact science for most people
- Big emphasis on separating items and running full loads
- Varying dosing or detergent depending on wash load
Responsibility for Doing the Laundry
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- Laundry responsibilities fall to the women
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- Figure 13: Level of responsibility for doing the laundry, September 2015
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- Figure 14: Responsibility for doing the laundry, by age and gender, September 2015
Usage of Home Laundry Products
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- Most popular detergents powders and liquids
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- Figure 15: Usage of different types of home laundry products, September 2015
- Most people use one or two types of laundry product
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- Figure 16: Repertoire of usage of home laundry products in household, September 2015
- Majority of people have one type of detergent they use
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- Figure 17: Repertoire of usage of different types of laundry detergent, September 2015
Temperatures Used for Washing Laundry
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- Majority of washes at 40 degrees or less
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- Figure 18: Temperatures used for washing laundry, September 2015
- Opportunity to encourage more low-temperature washes
- Majority of people use two different wash temperatures
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- Figure 19: Repertoire of temperatures used for washing laundry, September 2015
Programmes Used for Washing Laundry
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- Younger population put bigger emphasis on quick washes
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- Figure 20: Programmes used for washing laundry, September 2015
- Targeting those who like mixed washes with colour care products
- Programme with pre-wash used more by men
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- Figure 21: Any programmes used for washing laundry, by gender, September 2015
- Two different wash programmes used by half of people
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- Figure 22: Repertoire of wash programmes used when doing the laundry, September 2015
Methods Used for Drying Laundry
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- Most people prefer outside drying
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- Figure 23: Methods used for drying laundry, September 2015
- Tumble drying only used for small proportion of wash loads
- Older bias to outside drying
Most Difficult to Remove Stains
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- Sauces and cooking oils most difficult to remove
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- Figure 24: Stains people find most difficult to remove from laundry, September 2015
- Most stains seen as more of a problem by women
- Brands providing plenty of advice on stain removal
Washing Behaviour
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- Only a minority measure exact amounts of laundry products
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- Figure 25: Measurement of laundry powder/liquid/gel and fabric conditioner/softener when doing laundry, September 2015
- But the majority of people make use of dosing devices
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- Figure 26: Usage of dosing devices for measuring powder/liquid/gel and fabric conditioner/softener when doing laundry, September 2015
- Putting detergent in washing machine drawer most common
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- Figure 27: Where people put laundry detergent in the washing machine, September 2015
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- Figure 28: Where people put laundry detergent in the washing machine, by usage of different types of home laundry products, September 2015
- Full loads but pale/white laundry separate from dark/coloured
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- Figure 29: Sorting of laundry vs mixed loads and full vs small loads, September 2015
Product Usage Behaviour
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- Variation in amount of detergent used depending on load
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- Figure 30: Product usage behaviour for detergents and fabric conditioners, September 2015
- But using different detergent depending on load less common
- A number of ways of using stain remover
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- Figure 31: Products usage behaviour for removing stains, September 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
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