In early 2023, SANTIZED AG based in Burgdorf, Switzerland, conducted a consumer research survey. The purpose of which was to better understand consumer behaviors, trends, and market opportunities. Especially focusing on clothing items, treated with antimicrobial agents or odor adsorbing technologies and their properties.
Laundry habits
Environmental aspects become more and more important for consumers. At the same time costs for energy and goods are increasing due to mounting inflation. The aim of the survey was to better understand how these factors are influencing laundry practices. The survey unveiled insights into how many loads of laundry are done per week and what environmental impacts are most important to consumers.
Enhancing brand differentiation: Leveraging textile tags and washing labels
To assess the effectiveness of promotional information, such as tags and washing labels, in capturing shoppers’ attention at the point of sale, respondents were queried about their shopping habits and their interactions with labels on clothing items. Are consumers looking for textile labels or washing instructions when shopping for clothes? A substantial majority does! This confirms that information on labels offer potential for manufacturers and brand owners to differentiate their brands at the POS and increase awareness for added functional benefits.
Effect on purchasing decision
The survey explored whether consumers are interested in garments that require less frequent machine washing to stay clean. On one hand, it revealed a significant percentage of consumers who prefer clothing that stays cleaner with reduced machine washing. On the other hand, it identified opportunities to educate consumers about and build trust in the effectiveness of antimicrobial or anti-odor treatments. Also, it was discovered, that it could be worthwhile to further promote understanding for different fabric types and optimal washing frequencies. Isn’t it surprising, that participants aged 55 and above are more inclined to trust in the efficacy of antimicrobial or anti-odor treated clothing, leading them to reduce their washing frequency?
Ways of reducing the frequency of washing
A clear-cut reason to wash a piece of clothing is when it is visibly dirty or stained. Another reason, of course, is if the item has lost its freshness or developed an unpleasant odor. An acknowledged method to prevent unpleasant smells, such as sweat, is the treatment of garments with antimicrobial or odor adsorbing technologies at the manufacturing site. Antimicrobial ingredients prevent the growth of bacteria on fibers, whilst odor adsorbing technologies prevent unpleasant smells from becoming noticeable for longer. Whether antimicrobial or odor-neutralizing, both technologies pursue the same goal: Textiles can be worn for a longer period, and consumers save time and money, and conserve the environment by having to wash their clothing less often.
What is the difference between antimicrobial and odor-adsorbtion technologies? When preventing odors in textiles, there are basically two systems of technologies available: Active odor prevention passive systems, odor-adsorbing technologies.
The survey results provide deeper insights into laundry habits and the aspects influencing clothing purchasing decisions. Moreover, it gained valuable awareness of the impact on aspects such as rising energy, water, and consumable costs.
We value your thoughts and opinions, and we’re eager to hear more from you. Your feedback is crucial in shaping our future initiatives. If you have any questions, or suggestions, or would like to discuss the survey findings further, please don’t hesitate to reach out to us. We welcome an open dialogue and look forward to connecting with you.
You can contact us at communication@sanitized.com.
