Pan-European consumer habits research

Every three years since 2008, A.I.S.E. has conducted a consumer habits survey across Europe, in order to monitor consumers’ perceptions and cleaning habits.  The objective of this research is twofold: on the one hand to monitor washing habits and their evolution in the domains of laundry and dishwashing practices, with a particular focus on sustainable washing  habits; on the other hand to find out about consumers’ perceptions vis-à-vis the cleaning and hygiene industry. The findings of the research are important input for the ongoing work of A.I.S.E..

2017 survey 

Key findings:

The survey findings cover four areas:

Consumers’ perceptions of cleanliness and hygiene in and outside the home
  • 81% of EU consumers acknowledge the importance of hygiene at home
  • 86% of EU consumers say having a clean home is as important as having quality food
  • Having clean home and clean clothes are as important as being in good health, having financial stability and positive relationships
Consumers' habits while cleaning at home
  • 42.6°C is the average washing temperature in Europe
  • Consumers do 3.1 washloads per week on average
  • 8/10 people fully load the washing machine 
  • 74% of consumers find it easy to dose laundry detergents
Sustainability trends
  • 48% of EU consumers say they always sort their detergent packaging for recyling
  • 69% of EU consumers avoid underfilling the machine to be more sustainable
  • 47% of consumers say that apart from buying sustainable products, they try to clean in a more sustainable manner
Safe use and labelling
  • Half of consumers never read the label before buying a detergent product
  • Product packagin is the most important source of information today
  • 56% of EU consumers believe digitial technologies will offer more opportunities to access information
Survey methodology
In 2017, the survey was run between October and November. It covered 23 countries in Western, Southern, Eastern Europe and Scandinavia, with approximately 200 respondents per country. In total, 4611 online questionnaires were gathered. Recruitment was via a panel, covering both men and women, aged 18-65, who are responsible for the purchase and for using a laundry machine at home.