The rise of "Speed Laundering" - Electrolux report reveals convenience reshaping wash and drying habits across Europe

Core Insights - A new report from Electrolux highlights the increasing trend of "speed laundering" in Europe, driven by busy lifestyles and a demand for convenience, revealing trade-offs and opportunities for innovative solutions that enhance clothing longevity [1][2][3] Group 1: Consumer Behavior and Trends - The report indicates a significant shift towards faster laundry routines, with one-third (33%) of all washes now completed in under an hour, and an additional 25% taking between 1 to 1.5 hours [4] - Nearly a quarter (24%) of tumble-drying cycles are completed in under 90 minutes, with almost half (47%) finishing in under two hours [4] - A majority (54%) of Europeans prefer to do laundry before midday, a trend that has solidified since the 2020 stay-at-home mandates [4] Group 2: Environmental Impact and Clothing Longevity - Extending the life of clothing is crucial for reducing the fashion industry's environmental impact, which generates more greenhouse gases than all international flights and shipping combined [2] - Europeans discard approximately 16 kg of textile waste per person annually, with 88% ending up in landfills or incinerated, despite most items still being usable [2] - The Electrolux Care Index indicates that consumers who opt for shorter cycles and lower temperatures can extend the lifespan of their clothes by over 50% [2][9] Group 3: Energy Efficiency and Consumer Concerns - Over half (53%) of Europeans consider energy efficiency a major factor in their next appliance purchase, although this is a slight decrease from 59% the previous year [7] - Concerns over energy costs prevent 43% of tumble dryer owners from using their appliances more frequently, with 28% changing their drying habits due to energy costs [8] Group 4: Challenges with Delicate Fabrics - Consumers face a dilemma regarding tumble drying delicates, with 76% of tumble dryer owners wary of drying wool, and nearly half (49%) avoiding it altogether [5] - The features desired for drying delicate fabrics are often found in heat pump dryers, which are currently in the minority among surveyed consumers [6] Group 5: Recommendations for Consumers - Electrolux suggests consumers look for washing machines and dryers with quick cycles, such as the UltraQuick program that effectively removes stains at low temperatures in under an hour [14] - Tumble dryers with the DelicateCare feature are certified for safe drying of wool and other delicate fabrics, ensuring lower energy consumption [14] - The cost of tumble drying is comparable to the price of a cappuccino per month, with an estimated cost of €33.50 for drying 160 loads annually [14]