Electrolux Group has released a report on changing laundry habits in Europe, showing that convenience is reshaping washing and drying routines. Based on 22.6 million wash cycles and 6 million drying cycles in 2024, the study found that a third of all washes now finish in under an hour while nearly half of tumble drying cycles are done in less than two hours. Morning laundry has also grown in popularity, with over half of Europeans preferring to wash before midday.
The report highlights trade-offs consumers face, especially with delicate fabrics like wool and silk, where many avoid tumble drying due to fear of damage. Heat pump dryers offer solutions, and with new EU energy efficiency rules in effect from July 2025, only heat pump models meet requirements, prompting Electrolux to phase out condenser dryers.
Energy efficiency remains a key driver for purchases, though concerns over costs have led many to adjust drying habits. The report also points to a knowledge gap as most consumers want clothes to last longer yet few recognize how wash conditions affect lifespan. Electrolux Care Index shows clothing can last over 50% longer with shorter cycles and lower temperatures.
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