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Understanding laundry & cleaning habits for A.I.S.E.

A.I.S.E. (International Association for Soaps, Detergents and Maintenance Products) is the organisation representing this industry in Europe. As the expert and valued voice on behalf of the sector with its various stakeholders, A.I.S.E. runs a pan-European three-yearly Consumer Washing Habits research to track the habits, trends and attitudes towards the use of detergents and maintenance products, tackling topics such as sustainable consumption patterns.

Based on this research, (1) A.I.S.E. presents progress on a certain number of KPIs to its members about consumer behaviour and latest trends, which shape future strategies incorporating these findings such as the I prefer 30° low temperature campaign, (2) The results are also shared at external events to create impact (awareness & knowledge) of the industry’s activities to the external world.

What did we do?

We set-up an online Platform & Attitude survey in 22 countries amongst +5200 consumers responsible for purchasing laundry detergent products and taking care of the household laundry. The survey focused on habits related to doing the laundry, knowledge and usage of (concentrated) laundry, cleaning, disinfecting and maintenance products, and general perception of sustainability, performance & environment was the result.

The results

Through this research, A.I.S.E. and its members received better insights into the washing and cleaning habits of European consumers and the regional differences of each of the sustainability topics. Next to that, by doing this recurrently, they can track evolutions. This provides a basis for evaluating success of existing activities, assessing future campaigns and initiatives to make consumers more aware of sustainable washing and cleaning. It also enables collaboration with a multiple number of stakeholders and spread the industry’s key messages with the EU institutions, international organisations, NGOs, etc. to achieve A.I.S.E.’s vision of a sustainable future.

How did the client experience it?

“The valuable research findings enable us tu track results that helpe shape our future strategies.”
Valérie Séjourné, Director Sustainability & Communications A.I.S.E