Business
The rise of "Speed Laundering" - Electrolux report reveals convenience reshaping wash and drying habits across Europe
New study reveals surprising trade-offs, knowledge gaps, and opportunities for time-saving solutions to increase clothing life and to help close the gap between good intention and action.
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[{"type":"text","content":"STOCKHOLM, Aug. 20, 2025 /PRNewswire/ -- New study reveals surprising trade-offs, knowledge gaps, and opportunities for time-saving solutions to increase clothing life and to help close the gap between good intention and action.","length":228,"tagName":"p"},{"type":"text","content":"A new report from Electrolux, published today, reveals the growing dominance of "speed laundering" in Europe, driven by busy lifestyles, flexible working and a rising demand for convenience. The study exposes how consumers are prioritizing faster laundry cycles, the trade-offs they're willing to make, and the opportunities for innovative solutions that deliver both speed and increased clothing life.","length":416,"tagName":"p"},{"type":"text","content":"Extending the life of clothing is a highly effective way to reduce the fashion industry's substantial environmental impact. [1] The industry generates more greenhouse gases than all international flights and shipping combined. [2] Additionally, Europeans discard about 16kg of textile waste per person annually, with 88% ending up in landfills or being incinerated [3], despite most items still being usable. [4] According to the Electrolux Care Index, published in 2024, consumers who choose shorter cycles and lower temperatures can lengthen the lifespan of their clothes by more than 50%. [5]","length":635,"tagName":"p"},{"type":"text","content":"The need for speed: laundry in the age of convenienceThe report is based on analysis of 22.6m wash cycles and 6m drying cycles in 2024, gleaned from Electrolux connected appliances, and research among over 15,000 adults in 14 European countries. It highlights a clear shift towards faster laundry routines.","length":307,"tagName":"p"},{"type":"text","content":"Key findings include the rise of the "Under an Hour" Wash: a third (33%) of all washes now take less than an hour, with an additional 25% completing in just 1 to 1.5 hours. Fast drying also follows suit with nearly a quarter (24%) of tumble-drying cycles now completed in under 90 minutes, with almost half (47%) finished in under two hours. There has also been a momentum shift to morning laundry. A majority (54%) of Europeans now prefer laundering before midday, solidifying a trend that began during the 2020 stay-at-home mandates.","length":...