APPLiA: a European survey on washing habits

Image by Steve Buissinne from Pixabay

The 2020 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. “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 -. Racking these habits over the years, moreover, allows drawing the full picture, which may or not evolve over time”. According to the survey, 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.