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Strategy Briefing

New Consumerism: Cold Turkey? Why Cold Water Washing Has to Work - Part I

Nov 2016

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

The cold water washing trend in laundry care polarises consumers and the industry, with a great deal of rational evidence as well as passionate emotional perceptions that support or attack the principle. There are clear environmental and economic gains from washing in cooler temperatures, but also valid hygiene concerns and a potential compromise of the fundamental “laundry mission”.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Consumers reassess their priorities and increasingly ask themselves what they truly value

A host of major consumer trends have emerged: from the sharing economy to the preference given to experience over possessions, to frugal innovation and trading up and down. This shift towards new priorities, which Euromonitor has termed “The New Consumerism”, is impacting across a multitude of industry sectors and has the power to transform even the most established markets.

Laundry care industry comes under focus

Serves as an example of how recent more “frugal” initiatives to promote cold water washing in laundry have been introduced across Europe and North America in a bid to get average wash temperatures down and reduce the share laundry takes of household energy consumption.

Technology in both the consumable and durable space is influencing the way consumers “consume”

In this specific case we also look at how they view their behaviour and energy usage as it relates to homes and appliances. While this report does not focus on every aspect of “new consumerism” as set out in the same-titled report, it does touch on ideas surrounding “Frugal Innovation” and “Circular Economy”. This is one report in a wide-ranging series, exploring how The New Consumerism is impacting across industries.

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New Consumerism

New consumerism

Drivers in common

The circular economy

What is driving the move to a circular economy?

Frugal innovation

Drivers of frugal i nnovation

Introduction to Cold Washing

About this briefing:

Cold washing in numbers

Interpretations of cold

Cold defined

EU laundry average washing temperatures

Software: T he history of “cold” in laundry

Hardware: T he history of “cold” in laundry

Sinner’s circle: M ess with this at one’s peril

Inside the drum

Do washing machines really have performance issues?

Even experts get it wrong (1): Chemistry fail

Even experts get it wrong (2): Mechanical fail

Balancing the circle on increase

Balancing the circle on decrease

What does “cold” washing mean: Cold vs cool vs warm vs hot ?

Key Trend Drivers

Key low temperature drivers

Key cold wash drivers

Consumer side

Industry side

Regulation and pressure groups

Hot and Cold Laundry Practices

Cold world a complex environment

What difference does “cold” make?

Global average laundry temperatures 2015

Factors that promote low temperatures

Australia: An early adopter

R esistance to cold washing?

Giant leaps

Why hot wash?

Hot washing driven by access

The natural order of things

How is it hanging?

Competition washers

The primacy of energy

ºC in Developed Vs Emerging Markets

Prevalent method of washing laundry 2015

Global penetration of washing machines and trends

Global average laundry temperatures 2015

Average temperatures in developed markets

Laundry Automation and Energy

Global energy consumption by household

Energy consumption across EU28 in 2015

Energy in the home: UK example

Average energy consumption (kWh) by activity in UK homes (1)

Average energy consumption (kWh) by activity in UK homes (2)

Average energy consumption (kWh) by activity in UK homes (3)

Average energy consumption (kWh) by activity in UK homes (4)

Energy usage by domestic activity

Average domestic energy usage by country

Energy use: M odern vs older machines

The linear progression of temperature

Energy use simplification in % terms

Washing machines a global picture

Global machine unit growth

Global machine expansion: W hat it means

Machine expansion and energy

Why cold water washing has to work

The “killer argument”?

Why cold wash has to be preserved

Stasis: “if they could, would they?”

Case study: Dryers in Italy - heat, energy use and paradigm shifts

Things change

The five “voices” with strong opinions about cold washing

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Megatrends

Strategy Briefing

New Consumerism: Cold Turkey? Why Cold Water Washing Has to Work - Part I

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Consumers reassess their priorities and increasingly ask themselves what they truly value

Laundry care industry comes under focus

Technology in both the consumable and durable space is influencing the way consumers “consume”

Want to find out more about this report?

Table of Contents

New Consumerism

New consumerism

Drivers in common

The circular economy

What is driving the move to a circular economy?

Frugal innovation

Drivers of frugal i nnovation

Introduction to Cold Washing

About this briefing:

Cold washing in numbers

Interpretations of cold

Cold defined

EU laundry average washing temperatures

Software: T he history of “cold” in laundry

Hardware: T he history of “cold” in laundry

Sinner’s circle: M ess with this at one’s peril

Inside the drum

Do washing machines really have performance issues?

Even experts get it wrong (1): Chemistry fail

Even experts get it wrong (2): Mechanical fail

Balancing the circle on increase

Balancing the circle on decrease

What does “cold” washing mean: Cold vs cool vs warm vs hot ?

Key Trend Drivers

Key low temperature drivers

Key cold wash drivers

Consumer side

Industry side

Regulation and pressure groups

Hot and Cold Laundry Practices

Cold world a complex environment

What difference does “cold” make?

Global average laundry temperatures 2015

Factors that promote low temperatures

Australia: An early adopter

R esistance to cold washing?

Giant leaps

Why hot wash?

Hot washing driven by access

The natural order of things

How is it hanging?

Competition washers

The primacy of energy

ºC in Developed Vs Emerging Markets

Prevalent method of washing laundry 2015

Global penetration of washing machines and trends

Global average laundry temperatures 2015

Average temperatures in developed markets

Laundry Automation and Energy

Global energy consumption by household

Energy consumption across EU28 in 2015

Energy in the home: UK example

Average energy consumption (kWh) by activity in UK homes (1)

Average energy consumption (kWh) by activity in UK homes (2)

Average energy consumption (kWh) by activity in UK homes (3)

Average energy consumption (kWh) by activity in UK homes (4)

Energy usage by domestic activity

Average domestic energy usage by country

Energy use: M odern vs older machines

The linear progression of temperature

Energy use simplification in % terms

Washing machines a global picture

Global machine unit growth

Global machine expansion: W hat it means

Machine expansion and energy

Why cold water washing has to work

The “killer argument”?