Consumer Needs - Laundry

Machine Wash versus Hand Wash
In Western Europe, 98% of households have an automatic laundry machine. Still, occasional hand washing is common, especially for delicate fabrics and small loads. Hand-wash detergents

are different from machine-wash products in their composition and performance; for instance hand-wash products generate more suds

and contain more fabric care ingredients.

Heavy Duty versus Light Duty Loads
'Heavy Duty' detergents are for everyday wash loads, providing excellent washing results with an optimum balance between cleaning and fabric care. They can be used for whites (from 30 to 95°C), light colours (from 30 to 60°C) and mixed light colours (from 30 to 40°C).
'Light Duty' detergents provide extra fabric safety, and are especially suited for delicate fabrics such as silk and wool. Light duty detergents typically do not contain bleach

or enzymes

and are less alkaline, but typically contain more fabric care ingredients (e.g. dye transfer inhibitors, softeners etc.).

White versus Coloured Loads
To get the best possible end-result on white fabrics, detergents contain bleaching agents

and optical brighteners

. Detergents for coloured and dark garments do not contain these ingredients, but contain colour care ingredients instead.

Dosage Flexibility versus Convenient Dosage
Some consumers want to dose for a certain soil level and load size. Others prefer a single dose, so they do not have to worry about the exact amount of detergent needed. These consumers find the convenience of tablets and liquitabs very appealing.

Stain types
People with children know that the range of stain or soil types is virtually endless! On average, granular detergents - powders - are more effective at removing particulate inorganic soils (clay and mud) and food stains (coffee, tea, wine), whereas liquid detergents are better at dissolving greasy stains.

2-in-1 Detergents
Two in one products are the detergents with a built-in fabric conditioner, which provides softness, freshness and easier ironing without the need for a second fabric softener

product. Even though a fabric conditioner added separately in the rinse cycle

performs better, the convenience and the value of not needing a second product appeals to some consumers.