#Sweden #Stockholm #Electrolux #Speed Laundering #Laundry Trends

The Rise of 'Speed Laundering' in Europe

In recent years, a new phenomenon known as "speed laundering" has emerged across Europe, fundamentally altering how people approach washing and drying their clothes. A recent report by Electrolux sheds light on this trend, revealing that modern conveniences and increasingly busy lifestyles are driving consumers to prioritize speed in their laundry routines.

The Data Behind Speed Laundering

According to the study, which analyzed over 22.6 million wash cycles and 6 million drying cycles in 2024, there has been a significant shift toward shorter laundry times. The data indicates that 33% of all washes now take less than an hour, with an additional 25% of cycles completed in just 1 to 1.5 hours. Fast drying has followed suit, with 24% of tumble drying cycles finishing in under 90 minutes and nearly 50% done in less than two hours. With this shift, consumers are finding creative ways to incorporate laundry into their daily lives, with 54% opting to do laundry in the mornings—an increasing trend since the stay-at-home mandates of 2020.

The Dilemma of Delicate Fabrics

While the demand for quick cycles rises, so does concern over the care of delicate fabrics. Many consumers want to expedite their drying processes without damaging clothes like wool or silk. About 76% of tumble dryer owners express anxiety about drying wool, and nearly 49% avoid it altogether. However, there is hope: features that allow delicate fabrics to be dried safely are becoming more common in heat pump dryers, which meet the new EU energy standards taking effect in July 2025.

The Energy Efficiency Factor

The shift towards speed laundering does not come without its challenges. Energy efficiency remains a major concern among consumers, with 53% indicating that it will significantly influence their future appliance purchases. However, this has also led to some consumers, about 43%, reducing their use of tumble dryers due to rising energy costs. The report reveals that altering drying habits due to energy expenses is becoming commonplace, with 28% of respondents changing their routines in the past year alone.

Bridging the Knowledge Gap

Despite the evident need for speed, the report also highlights a knowledge gap. While an overwhelming 84% of Europeans express a desire to care for their clothes, only 25% understand how washing impacts clothing lifespan. The recent Electrolux Care Index study suggests that using gentler wash conditions, such as shorter cycles and lower temperatures, can extend the life of jeans and t-shirts by more than 50%.

Five Practical Tips for Consumers

Given the rise of speed laundering, here are five recommendations from Electrolux to help consumers enhance their laundry experience while being mindful of clothing care:

1. Choose Machines with Shorter Cycles: Look for models like the Electrolux UltraQuick series, which can eliminate common stains in under an hour, even at lower temperatures.
2. Safely Dry Delicates: Opt for Electrolux dryers that are Woolmark certified, ensuring gentle care for wool garments without excessive energy use.
3. Understand the Costs: Tumble drying isn't as expensive as many think; the typical cost is comparable to one cappuccino per month, making it an affordable option when planned well.
4. Space-Saving Solutions: For those with limited space, consider washer-dryers like the Electrolux PerfectCare model, which integrates washing and drying functionalities.
5. Utilize Intelligent Sensors: Advanced dryer technologies, such as Electrolux's 3DSense, can optimize drying times based on fabric thickness, ensuring perfect drying results.

Conclusion

The evolving landscape of laundry in Europe reflects a growing desire for convenience but also highlights the importance of caring for our clothing and the environment. By embracing these tips and understanding the implications of speed laundering, consumers can navigate their laundry needs more effectively, all while promoting sustainability and longevity in their clothing. As Electrolux continues to innovate in this space, it remains committed to supporting consumers in striking the right balance between speed and sustainability.