BRIGHTNESS OF FABRICS4

SENSORY BENEFIT GROUPINGS

PRE-TREATMENT OF LAUNDRY

PRODUCT LOYALTY

SEPARATING BEHAVIORS

CONCLUSION

WHO ARE THE RESPONDENTS?

2

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.

GROUPINGS

RESPONDENTS

BEHAVIORS

PRE-TREATMENT

CLEANLINESS

ISSUES WITH WHITENESS & BRIGHTNESS

ISSUES WITH SOFTNESS AND FEEL

7

8

PREMIUM BENEFITS

WHITENESS & BRIGHTNESS

SOFTNESS & FEEL

LOYALTY

9

10

6

SAVING TIME

PAYING A PREMIUM

TIME

TOP 5 WAYS PEOPLE ASSESS CLEANLINESS5

4

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.

DuPont recently carried out extensive research into consumers’ sensory needs in relation to laundry behavior. We also looked at the importance of and satisfaction with different fabric care attributes. The aim was to better understand the key issues within the different sensory benefit groupings, and the results provide a fascinating insight into consumer laundry habits and attitudes from around the globe.

FRESHNESS &ODOR ELIMINATION

WHITENING &BRIGHTENING

SOFTNESS & FEEL MAINTENANCE& CARE/OTHER

THE STUDY COVERED FOUR KEY CATEGORIES OF SENSORY BENEFITS:

WHITES DELICATESCOLORS DARKS

THE MOST COMMON TYPES OF LOADS:

90% 49%77% 54%

Pre-treating e.g. to remove stains 46%

Pre-soaking 34%

27%Pre-rinsing in water only

Pre-washing by hand 21%

THERE ARE FOUR MAIN TYPES OF PRE-TREATMENT THAT PEOPLE CARRY OUT:

N.B. Some people carry out more than one of these activities, leading to a total greater than 100%

FRAGRANCE/PLEASANT SMELL ON FABRICS2WHITENESS OF FABRICS3

CLEAN WATER IN FINAL RINSE5

NO VISIBLE STAINS OR MARKS1

We asked consumers about their loyalty to laundry products and what might motivate their decision to change. The respondents showed that although they do have established loyalties, they still have an appetite for new products.

53%

“I like to find ways (products or

methods) to improve the look of my

laundry.”

AGREE 49%

“I’m concerned about the environment

and would adapt behavior/buy new

products.”

AGREE 31%

“I am always trying new detergent products.”

AGREE

BRAZILIANS (72%) ARE MOST INTERESTED IN SOLUTIONS THAT IMPROVE THE OF LAUNDRYLOOK

There’s strong demand for products offering greater convenience, as evidenced by the success of multi-benefit unit dose formats – reflecting the busier lifestyles of people across the globe.

We asked consumers, ‘In which circumstances do you find it difficult to get your laundry to be white/bright enough?’

Interestingly, consumers aged over 65 are much less willing to pay more for products that deliver a better result.

88% OF CHINESE PEOPLE WISH THEIR LAUNDRY TOOK LESS TIME, WHILST76% AGREE THERE ARE TOO MANY STEPS IN THE LAUNDRY PROCESS

I WISH MY LAUNDRY TOOK LESS OF MY TIME TO COMPLETE

61%TOO MANY DIFFERENT STEPS IN LAUNDRY PROCESS AND WISH IT WAS MORE STREAMLINED

43%

67% OF GERMANS SAW THIS AS A CHALLENGE WHEN WASHING AT

THE THREE TOUGHEST SITUATIONS TO GET THE RIGHT SOFTNESS AND FEEL ARE:

TOP 5 SENSORY BENEFITS THAT PEOPLE WOULD CONSIDER PAYING MORE FOR:

42% 31%HEAVYSOILING

COTTONGARMENTS

39%LOWERTEMPERATURES

34%

32%

31%

29%

27%

SOFTNESS OF FABRICS

BOLDER/WHITER WHITES

LONG LASTING FRESH SMELL (WEEKS TO MONTHS)

STAIN RESISTANCE

ANTI-WRINKLE BENEFITS

SO, WHAT DO THESE CONSUMERS WANT?

HEAVILY SOILED LAUNDRY

62%

WASHING AT LOWER TEMPERATURES

48%

LOWER TEMPERATURES

CONSUMERS’ SENSORY NEEDS IN LAUNDRY

CHINA 81%

The Chinese (81%) are most likely to separate underwear – seven times more than the British.

CHINA NO.1

China, where hand washing laundry is prevalent, is top for pre-treating in all four categories.

Somewhat surprisingly, over half of US consumers also pre-treat to remove stains – something that isn’t nearly as common in other mature markets.

Russians (36%) are most likely to separate baby clothes – seven times more than Germans.

36%RUSSIA

56%USA

72%BRAZIL

67%GERMANY

52% of uk respondents agreed that lower washing temperatures make it difficult to achieve the right softness and feel.

Whereas 28% of Russians would be willing to pay more to improve static control, compared to only 6% of French respondents. This could, however, be down to the popularity of different fabrics in different countries.

Turks (30%) are the most concerned about improving the softness of fabrics – compared to only 16% of Americans.

52%

UK30%

TURKEY

28%RUSSIA 6%

FRANCE

CHINA 88%

30°C

This study shows that consumers still have many unmet needs and are prepared to pay more for laundry products that deliver benefits relevant to them. We have since addressed one such need, the desire for a product that helps prevent the pilling of garments, with a new cellulose product developed specifically to combat the problem.

The global picture is remarkably varied. Whilst there are similarities across the world in the ways people judge the cleanliness of laundry, when it comes to fabric care there are significant differences between regions and groups of consumers.

DuPont will continue to work to understand these needs, as we develop products that better meet the requirements of consumers and customers across the globe.

UKGERMANY

TURKEY

FRANCE

RUSSIA

CHINAUSA

500

BRAZIL

BASED ON THE RESPONSES OF PEOPLE PER COUNTRY FROM:

Consumers reported using the full range of senses to assess the cleanliness of their fabrics. Stains were the primary measure, followed by odors with the softness of fabrics just outside the top 5.

SIGNIFICANTLY MORE THAN THE 48% AVERAGE

AGREE83%

“I tend to use the detergent products that

I know and trust.”

RUSSIANS ARE THE MOST LIKELY TO PAY MORE TO PREVENT FUZZING/PILLING