Cost of living pressures have consumers seeking value, but efficacy, scent and convenience continue to be prioritized for Canadian laundry routines.

Meghan Ross, Senior Research Analyst – Home & Beauty

Table of Contents

    • Key issues covered in this Report
  1. Executive summary

    • Consumer Insights

      • Consumer fast facts
      • Responsibility for laundry tasks
      • Graph 1: laundry responsibility, 2024 vs 2020
      • Graph 2: laundry product purchasing responsibility, 2024 vs 2020
      • Graph 3: laundry responsibility, by age and gender, 2024
      • Graph 4: shared household chores, men vs women, 2023 and 2024
      • Graph 5: laundry product purchasing responsibility, by age and gender, 2024
      • Laundry product purchases
      • Graph 6: laundry products typically purchased, 2020 vs 2024
      • Graph 7: laundry product repertoire size, 2024
      • Graph 8: laundry products typically purchased, men vs women, 2024
      • Graph 9: laundry products typically purchased, 18-44 vs 45+s, 2024
      • Graph 10: laundry product repertoire size, by age, 2024
      • Graph 11: laundry products typically purchased, by parental status, 2024
      • Graph 12: levels of concern of exposure to COVID-19, 2024
      • Graph 13: fabric sanitizer usage, by COVID-19 worry level, 2024
      • Laundry product purchase factors
      • Graph 14: laundry product purchase factors, 2024
      • Graph 15: laundry product purchase factors, 2024 vs 2020
      • Graph 16: laundry product purchase factors, men vs women, 2024
      • Graph 17: laundry product purchase factors, large repertoire vs overall, 2024
      • Graph 18: laundry product purchase factors (select), 18-44s vs 45+s, 2024
      • Laundry routines and habits
      • Graph 19: typical laundry habits, 2024
      • Graph 20: typical laundry habits, men vs women, 2024
      • Graph 21: typical laundry habits, by age, 2024
      • Graph 22: Those who pre-treat fabrics outside the wash (eg remove stains, sanitize fabrics), by age of children, 2024
      • Laundry attitudes and behaviours
      • Graph 23: cold water washing attitudes, by age, 2024
      • Graph 24: laundry sustainability attitudes (% agree), by age, 2024
      • Graph 25: laundry sustainability attitudes (% agree), South Asian vs overall, 2024
      • Graph 26: 'I pay close attention to the care instructions on my clothing' (% agree), by repertoire size
      • Graph 27: value-related laundry attitudes (% agree), men vs women, 2024
      • Graph 28: 'I am willing to spend more money on laundry products that offer added convenience (eg laundry pods)' (% agree), by age, 2024
      • Laundry product interest and trial
      • Graph 29: interest and trial of laundry innovations, 2024
      • Graph 30: laundry innovation interest (net), men vs women, 2024
      • Graph 31: laundry innovation interest (net), by age, 2024
      • Graph 32: laundry innovation interest (net), South Asians vs overall, 2024
    • Competitive strategies

      • Launch activity and innovation
      • Graph 33: those willing to spend more money on laundry products that offer added convenience (% agree), by age, 2024
      • Marketing and advertising
    • The Market

      • Market drivers
      • Graph 34: perceived financial health, 2024 vs previous years
      • Graph 35: Consumer Price Index, 2021-24
      • Graph 36: 1971-2021
      • Graph 37: appliance ownership, by home ownership, 2022
      • Graph 38: typical laundry habits (select), by home ownership status, 2024
      • Graph 39: distribution of foreign-born population by region of birth, 1996-2036 (projected)
    • Appendix

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