60% of German laundry shoppers and users agree that washing fabrics too frequently damages them, yet laundry frequency increased in 2023. While inflation and laundry detergent price increases are slowing, two years of the cost-of-living crisis have put significant strain on consumers’ finances, leading to the adoption of value-led laundry behaviours (eg switching to own-label products).
Energy prices and water scarcity will continue to impact how consumers approach their laundry, and brands will have to continue to support them in establishing cost-saving laundry habits, such as using fabric refreshers to prolong the wearability of clothes between washes and keeping laundry fresh. Emphasising the economic advantage of washing at lower temperatures (eg 20°C) and innovating with formulas including ingredients such as baking soda will help to protect washing machines from deteriorating.
Younger consumers are less experienced at doing laundry, and are looking to brands to learn how to take care of their clothing, presenting a sweet spot for them. 55% of Gen Z and 56% of Millennial laundry shoppers and users agree that laundry brands are responsible for educating people on how to take care of their laundry. With younger consumers’ interest in emerging tech, brands can rely on AI solutions to connect with this target group.
Value-led laundry behaviours will remain, and brands need to double their efforts to support consumers, with a focus on low-temperature washing or NPD that prolongs the wearability of clothes between washes.
Yasemin Holtemayer, Household Care Research Analyst, Germany
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