2014 THE LOWDOWN ON LAUNDRYfhc.biosciences.dupont.com/fileadmin/user_upload/live/... · 2015. 1....
1
WHY DO PEOPLE BUY THEIR FAVORITE BRAND? CONCLUSION WHO ARE THE RESPONDENTS? HOW SOILED ARE PEOPLE’S GARMENTS? THE LOWDOWN ON LAUNDRY 2014 2 HOW DO PEOPLE JUDGE IF THEIR LAUNDRY IS CLEAN AND RINSED? 3 TOGETHER, WE CAN INSPIRE CLEANER IDEAS. The findings from this study will be used to inform our future solutions for the laundry market and beyond, because Industrial Biosciences is committed to developing market-driven products that meet real world needs. DETERGENT CHOICE RESPONDENTS WHY DON’T PEOPLE WASH LAUNDRY AT LOW TEMPERATURES? LAUNDRY HABITS JUDGING CLEANLINESS TEMPERATURES DO PEOPLE AGREE THAT IT’S BETTER TO WASH LAUNDRY AT 30°C? 7 HOW IMPORTANT IS SUSTAINABILITY? 8 SUSTAINABILITY HOW DO PEOPLE THINK SUSTAINABILITY IN LAUNDRY CAN BE ACHIEVED? 9 DO PEOPLE FEEL PRODUCTS LIVE UP TO THEIR CLAIMS? SO WHAT CAN WE LEARN? 10 6 14% 29% 20% ONE TWO THREE 27% 10% FOUR > _ FIVE 47% 20% 28% NONE ONE TWO 5% > _ THREE 37% 29% 34% 0-5 6-10 11-18 In June 2014, to demonstrate our commitment to AISE’s ‘I prefer 30°’ initiative – and do our bit to lower average washing temperatures in the EU – we created a challenge for DuPont Europe employees. Employees turned their washing machine temperature to 30°C for 30 days and completed a short survey about their laundry habits. The results gave us a fascinating insight into people’s attitudes to environmentally-friendly washing and the barriers that usually prevent them from turning the dial down to 30°C. AGE of children CHILDREN per household INCOME per household HOUSEHOLD size TOP 3 FACTORS FOR DETERGENT CHOICE TOP 3 INFLUENCING FACTORS CLEANS WELL PRICE FRIENDLY TO THE ENVIRONMENT 70% 48% 37% LOW TEMPERATURE FULL LOADS (INSTEAD OF HALF FULL) SHORT CYCLE 88% 72% 62% OF RESPONDENTS STATED THEIR GARMENTS WERE USUALLY ‘MODERATELY SOILED’ The vast majority of garments washed weren’t heavily soiled. Which means the vast majority of washes don’t really need to be warmer than 30°C to give great results. The top answers to this question involved both the look and smell of fabrics – so laundry performance is evidently a multi-sensory experience. For around two thirds of respondents sustainability around laundry is important or very important. And most people believe it can be achieved by changing their own washing behaviour. 89 % NO VISIBLE STAINS OR MARKS LEFT 51 % WHITENESS OF FABRICS 44 % FRAGRANCE OR PLEASANT SMELL LEFT ON FABRICS 39 % BRIGHTNESS OF FABRICS 30 °C 40 °C WHAT WASH TEMPERATURE IS USED MOST OFTEN? 5 51% of respondents said that 30°C was the temperature they used most often. 41% said they used 40°C most often. 25% of respondents also do some of their wash at 90°C. 4 AGREED IT SAVES ENERGY AND MONEY AGREED IT’S BETTER FOR THE ENVIRONMENT AGREED IT PROTECTS CLOTHES/FABRICS AGREED IT AVOIDS DYE TRANSFER BETWEEN ITEMS TOP 4 FACTORS FOR NOT WASHING AT 30°C Hygiene reasons Just don’t think about it 59 % 41 % 50 % Does not clean well Machine starts smelling 19 % 97 % 86 % 76 % 51 % Around 60% of respondents see sustainability as important or very important. Proving that there is an existing consumer demand for environmentally-friendly detergent products to tap into for manufacturers. 18 % VERY IMPORTANT 42 % IMPORTANT 36 % SOMEWHAT IMPORTANT 5 % NOT VERY IMPORTANT 1 % NOT AT ALL IMPORTANT Detergent products that want to be seen as sustainable or good for the environment need to come with strong evidence backing up their claims, or they may be ignored by the end user. One thing that’s clear from our research is that people are habit-driven when it comes to laundry – they have their tried and trusted washing routines and stick to them. A lot of people also have concerns about the effectiveness of low-temperature washing, whether around stain removal or the smell of their washing machine – it’s these issues that we need to address. HOW DO WE SOLVE THESE PROBLEMS? Well, if we want to change ingrained behaviors, we need to engage and encourage consumers – they are skeptical of marketing messages around sustainability, so we need to win their trust. We can do this by giving them real substance and providing proof of the effectiveness of washing at 30°C. So let’s show them that the power to help the environment lies with them. It only requires a small change to make a very big difference. And we’re here to help them achieve it. 44 % ALMOST HALF OF RESPONDENTS ARE SKEPTICAL ABOUT ‘GREEN’ OR ‘ENVIRONMENTALLY FRIENDLY’ PRODUCT MESSAGING Copyright © 2015 DuPont. All rights reserved. , DuPont™, and all products denoted with ® or ™ are registered trademarks or trademarks of E. I. du Pont de Nemours and Company or its affiliates. OF RESPONDENTS STATED THEIR GARMENTS WERE USUALLY ‘LIGHTLY SOILED’ 59 % 30 % Three of the top four reasons for not washing at 30°C are to do with perceived poor performance. Almost everybody agrees that washing at 30°C saves both energy and money, so people already see how they benefit from turning the washing temperature down. 90 °C
Transcript of 2014 THE LOWDOWN ON LAUNDRYfhc.biosciences.dupont.com/fileadmin/user_upload/live/... · 2015. 1....
WHY DO PEOPLE BUY THEIR FAVORITE BRAND?
CONCLUSION
WHO ARE THE RESPONDENTS?
HOW SOILED ARE PEOPLE’S GARMENTS?
THE LOWDOWN ON LAUNDRY2014
2
HOW DO PEOPLE JUDGE IF THEIR LAUNDRY IS CLEAN AND RINSED?
3
TOGETHER, WE CAN INSPIRE CLEANER IDEAS.
The findings from this study will be used to inform our future solutions for the laundry market and beyond, because Industrial Biosciences is committed to developing market-driven products that meet real world needs.
DETERGENT CHOICE
RESPONDENTS
WHY DON’T PEOPLE WASH LAUNDRY AT LOW TEMPERATURES?
LAUNDRY HABITS
JUDGING CLEANLINESS
TEMPERATURES
DO PEOPLE AGREE THAT IT’S BETTER TO WASH LAUNDRY AT 30°C?7
HOW IMPORTANT IS SUSTAINABILITY?8
SUSTAINABILITY
HOW DO PEOPLE THINK SUSTAINABILITY IN LAUNDRY CAN BE ACHIEVED?9
DO PEOPLE FEEL PRODUCTS LIVE UP TO THEIR CLAIMS?
SO WHAT CAN WE LEARN?
10
6
14%
29%
20%
ONE
TWO
THREE
27%
10%
FOUR
> _ FIVE
47%
20%
28%
NONE
ONE
TWO
5%> _ THREE
37%
29%
34%
0-5
6-10
11-18
In June 2014, to demonstrate our commitment to AISE’s ‘I prefer 30°’ initiative – and do our bit to lower average washing temperatures in the EU – we created a challenge for DuPont Europe employees. Employees turned their washing machine temperature to 30°C for 30 days and completed a short survey about their laundry habits. The results gave us a fascinating insight into people’s attitudes to environmentally-friendly washing and the barriers that usually prevent them from turning the dial down to 30°C.
AGE of children
CHILDREN per household
INCOME per household
HOUSEHOLDsize
TOP 3 FACTORS FOR DETERGENT CHOICE
TOP 3 INFLUENCING FACTORS
CLEANS WELL
PRICE
FRIENDLY TO THE ENVIRONMENT
70%
48%
37%
LOW TEMPERATURE
FULL LOADS (INSTEAD OF HALF FULL)
SHORT CYCLE
88%
72%
62%
OF RESPONDENTS STATED THEIR GARMENTS WERE USUALLY‘MODERATELY SOILED’
The vast majority of garments washed weren’t heavily soiled. Which means the vast majority of washes don’t really need to be warmer than 30°C to give great results.
The top answers to this question involved both the look and smell of fabrics – so laundry performance is evidently a multi-sensory experience.
For around two thirds of respondents sustainability around laundry is important or very important. And most people believe it can be achieved by changing their own washing behaviour.
89%NO VISIBLESTAINS ORMARKS LEFT 51% WHITENESS
OF FABRICS 44%FRAGRANCE ORPLEASANT SMELLLEFT ON FABRICS 39% BRIGHTNESS
OF FABRICS
30°C 40°C
WHAT WASH TEMPERATURE IS USED MOST OFTEN?5
51% of respondents said that 30°C was the temperature they used most often.
41% said they used 40°C most often.
25% of respondents also do some of their wash at 90°C.
4
AGREED IT SAVESENERGY AND MONEY
AGREED IT’S BETTERFOR THE ENVIRONMENTAGREED IT PROTECTSCLOTHES/FABRICSAGREED IT AVOIDS DYETRANSFER BETWEEN ITEMS
TOP 4 FACTORS FOR NOT WASHING AT 30°CHygiene reasons
Just don’t think about it
59%
41%
50%Does not clean well
Machine starts smelling 19%
97%
86%
76%
51%
Around 60% of respondents see sustainability as important or very important. Proving that there is an existing consumer demand for environmentally-friendly detergent products to tap into for manufacturers.
18%VERY IMPORTANT
42% IMPORTANT
36%SOMEWHAT IMPORTANT
5%NOT VERYIMPORTANT
1%NOT AT ALLIMPORTANT
Detergent products that want to be seen as sustainable or good for the environment need to come with strong evidence backing up their claims, or they may be ignored by the end user.
One thing that’s clear from our research is that people are habit-driven when it comes to laundry – they have their tried and trusted washing routines and stick to them. A lot of people also have concerns about the effectiveness of low-temperature washing, whether around stain removal or the smell of their washing machine – it’s these issues that we need to address.
HOW DO WE SOLVE THESE PROBLEMS?Well, if we want to change ingrained behaviors, we need to engage and encourage consumers – they are skeptical of marketing messages around sustainability, so we need to win their trust. We can do this by giving them real substance and providing proof of the effectiveness of washing at 30°C. So let’s show them that the power to help the environment lies with them. It only requires a small change to make a very big difference. And we’re here to help them achieve it.
44%ALMOST HALF OF RESPONDENTS ARE SKEPTICAL ABOUT ‘GREEN’ OR ‘ENVIRONMENTALLY FRIENDLY’ PRODUCT MESSAGING
Copyright © 2015 DuPont. All rights reserved. , DuPont™, and all products denoted with ® or ™ are registered trademarks or trademarks of E. I. du Pont de Nemours and Company or its affiliates.
OF RESPONDENTS STATED THEIR GARMENTS WERE USUALLY ‘LIGHTLY SOILED’
59% 30%
Three of the top four reasons for not washing at 30°C are to do with perceived poor performance.
Almost everybody agrees that washing at 30°C saves both energy and money, so people already see how they benefit from turning the washing temperature down.
90°C
