WHO ARE THE RESPONDENTS? - Fabric and Home...
Transcript of WHO ARE THE RESPONDENTS? - Fabric and Home...
BRIGHTNESS OF FABRICS4
SENSORY BENEFIT GROUPINGS
PRE-TREATMENT OF LAUNDRY
PRODUCT LOYALTY
SEPARATING BEHAVIORS
CONCLUSION
WHO ARE THE RESPONDENTS?
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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
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PREMIUM BENEFITS
WHITENESS & BRIGHTNESS
SOFTNESS & FEEL
LOYALTY
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SAVING TIME
PAYING A PREMIUM
TIME
TOP 5 WAYS PEOPLE ASSESS CLEANLINESS5
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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