Consumers are increasingly turning to faster washing and drying cycles, a trend that Electrolux has dubbed ‘speed laundering’, the electrical appliance manufacturer has said in a new report.
Eletcrolux’s The Truth About Laundry report drew on data from more than 22 million wash cycles and six million drying cycles recorded through connected appliances in 2024, as well as surveying close to 16,000 adults in 14 European countries.
As it found, a third of all wash cycles now take less than an hour, while another quarter finish in 60 to 90 minutes. Nearly a quarter of tumble-drying cycles conclude in under 90 minutes.
Energy usage
As well as an increased demand for convenience, energy use – and the associated cost – is accelerating this move to faster wash and drying cycles.
For more than half of respondents (53%), energy efficiency will be a ‘major influence’ on their next major appliance purchase, although this is down from 59% last year.
In addition, concerns over energy costs were cited by 43% of tumble dryer owners, who stated that high prices prevented them from using their appliance more often. In addition, more than a quarter (28%) have actively changed their drying habits in the past twelve months due to energy costs.
According to Electrolux, consumers that choose shorter cycles and lower temperatures can extend the lifespan of their clothes by more than 50%. Currently, Europeans discard around 16 kilograms of textile waste per person annually, with 88% ending up in landfills or being discarded, despite many items still being usable.
‘Real-world problems’
“It is with great pride that we publish the 5th edition of this important research,” commented Nikos Bartzoulianos, group chief marketing officer and head of sustainability Europe APMEA at Electrolux Group. “Fundamental to our purpose is a deep understanding of consumers and a dedication to solving real-world problems.
“We focus on addressing genuine needs, especially in areas like laundry, where extending the life of clothes and reducing environmental impact are paramount.” Read more here.
