Whirlpool of India facilitates a survey with Kantar to understand how consumers are responding to the hygiene and sanitation of their clothes. In the current environment, people world-over are concerned about keeping themselves and their surroundings germ-free and sanitized. Extra precautions are being taken every step of the way to minimize interaction with the outside world.
The survey was conducted with a sample size of 500 individuals (men and women) aged 28-40 years in Delhi, Mumbai, Bangalore, Chennai and Kolkata. The primary objective of this survey was to arrive at hard-hitting facts on consumer’s awareness around the cleanliness of clothes and its implication in today’s time.
The survey reveals that 97% of consumers feel the importance of sanitization has increased and the frequency with which they wash clothes has gone up for 87% of consumers. The other stark findings revealed by the survey include:
- Clothes are worn outside the home top the list of objects feared to carry germs with 93% endorsements. The other carriers of germs include-
- Any surface area like lift, railings and home-delivered food (92%)
- Footwear (88%)
- Bags (83%)
- Mobile phones and money (82%)
- In the current situation, 82% of respondents claimed that they are worried about carrying germs in clothes when coming from outside. The other worries include-
- Sanitization of hands and surfaces (80%)
- Sanitization of clothes (78%)
- Falling sick (76%)
- Lack of adequate medical help (73%)
- Increase in household chores (72%)
- People from Mumbai are most worried about carrying germs in clothes when coming from outside at 89%, followed by Chennai and Kolkata
- 87% of the respondents claim that worrying has led to an increase in the washing of clothes for the following reasons:
- To maintain hygiene and cleanliness (91%)
- To keep our kids and elderly members safe from germs/allergens (83%)
- Prevention from falling sick (82%)
- Washing clothes are worn outside after single wear (81%)
- 79% of the respondents claim that hot water helps in Sanitizing clothes along with ‘effective cleaning’ and ‘removal of tough stains’
- 88% of consumers in Chennai believe hot water cleans clothes more effectively, the highest among other regions
- A significantly higher number of female respondents (82%) feel that hot water will help sanitize ‘kid’s toys, bedding and clothes’ more than males (73%)
- Respondents claimed that Germs/allergen in clothes can be removed by washing them with:
- Detergent (82%), Hot Water (76%), Disinfectant (71%), Using home remedies (43%)
- 73% of the consumers claimed that they use hot water to wash only a certain type of clothes such as:
- Clothes with tough stains (91%)
- Baby clothes (86%)
- Clothes used in the kitchen (85%)
- 96% of the consumers claimed that they will consider buying a washing machine that has an advanced option for sanitizing clothes as well
- In fact, 98% of the consumers are even willing to pay a premium while buying a washing machine with sanitization feature rather than on other consumer appliances like AC, refrigerator, etc., shown to respondents
- 93% of the consumers believed that different water temperature is required for cleaning different type of clothes
- 80% of the consumers believe that washing clothes in a washing machine with hot water is the best way to remove stains and sanitize clothes
- However, only 20% of these respondents claim to use hot water wash for all types of clothes
- ‘Safe’ is the word that consumers associate with the feeling that their washing machine can help remove germs/allergens (79%)
- Women are much more conscious about ensuring sanitization of clothes
- A significantly higher number of female respondents (81%) have done online search to understand how to sanitize their clothes than male (72%) respondents
- There is relatively higher concern among Moms (85%) on the worry of germs getting carried in from outside
- 75% of working women are more aware and highly concerned through an online search on improving sanitization
- More working women (82%) believe that hot water helps in sanitizing clothes
“People today are more vigilant of their health and hygiene than ever before. With sanitization becoming the need of the hour, we commissioned a survey to gauge the behaviour patterns around their rising concerns of keeping clothes clean. With ‘Every day, Care’ at the core of our brand, we wanted to be there for our consumers during this time by better understanding their needs and offering a portfolio of products that meet their expectations,” said the Vice President-Marketing, Whirlpool of India KG Singh on announcing the survey.
