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Different household, different washing habit

2020 Consumer survey on washing habits. This edition of the Consumer Washing Habits Research, commissioned by APPLiA and A.I.S.E - the International Association for Soaps, Detergents and Maintenance Products -, asked respondents in 23 European countries about their washing routines.

We all have washing routines at home. Those apply to how often we run our washing machine, which temperature we opt for and how we take care of our appliances. Also in the kitchen we all have our own habits, in terms of how often we clean our dishwasher and how we do that. “Having a better understanding of how European consumers do their laundry contributes to depicting a broader understanding of how consumers’ lifestyles really are- and not only look like.” said Paolo Falcioni, APPLiA’s Director General. “Tracking these habits over the years, moreover, allows drawing the full picture, which may or not evolve over time.” This edition of the Consumer Washing Habits Research, commissioned by APPLiA and A.I.S.E - the International Association for Soaps, Detergents and Maintenance Products -, asked respondents in 23 European countries about their washing routines. The sample included the 18-65 age range and was directed to individuals responsible for purchases and using a laundry machine in first person.

The average washing machine temperature is set at 42,4°C in Europe, showing little change over the past years. Depending on the country, however, washing temperatures vary, opting for hotter cycles in the Nordics and Eastern Europe - 46°C and 44°C respectively - and colder ones in Southern States and in Ireland and UK - 40% and 36% respectively.

When it comes to appliances’ maintenance and cleaning, Eastern and Southern Europe carry such activities more frequently compared to the Nordics. On average, in Europe, 43% clean their product at least monthly, meaning that some do so also several times a month. Looking ever closer, the frequency of machine cleaning varies according to the geographical areas.

As for the method used for cleaning, 52% chooses a special detergent, 37% uses a washing machine cleaning program, 35% opts for a high temperature cycle and 8% adopts other methods.

Dishwashers record a higher cleaning rate on average, with 55% of respondents who clean their product at least monthly. Variations depending on the country are registered also for this appliance.

When asked about the frequency of the dishwasher filter cleaning, 63% cleans it on a monthly basis, reporting the lowest percentage in the Nordics with a 51% for the same frequency range.

Also for dishwashers, the most preferred cleaning method is a special detergent, followed by dishwasher cleaning program and high temperature program - 68%, 36% and 24% respectively.

“This research highlights how, across Europe, consumers' washing habits and appliances’ maintenance differ, as a result of many factors. These results are an expression of a variegated pattern of consumers’ choices at home that the home appliance industry carefully listens to.” concluded Paolo Falcioni.