‘Speed laundering’ in Thailand: What does an Electrolux study reveal?
New research reveals convenience is reshaping Thai washing and drying habits, uncovering surprising trade-offs and opportunities for time-saving solutions to increase clothing life
New research from Electrolux reveals the growing dominance of “speed laundering” across Thailand, driven by busy lifestyles, flexible working and a rising demand for convenience.
The research exposes how consumers are prioritising faster laundry cycles, the trade-offs they’re willing to make, and the opportunities for innovative solutions that deliver both speed and increased clothing life.
The need for speed: laundry in the age of convenience
Key findings from the research include the rise of the “Under an Hour” wash. Of the million-plus wash cycles from Electrolux connected appliances across Thailand, over half (54%) took an hour or less. An additional 30% completed in just 1 to 1.5 hours.
Tumble drying times, which usually take longer than washing, are also speeding up. A quarter (25%) of all cycles analysed took an hour and a half or less. A fifth (20%) were finished in two hours or less.
The dilemma of delicates
Modern lifestyles increasingly demand convenience, and consumers want versatile and flexible solutions to care for all wardrobe essentials. Yet, when it comes to tumble drying delicates, consumers across the region report facing a dilemma.
They want their clothes to dry quickly, but the vast majority worry about damaging certain fabrics, such as wool. 49% of those polled reported being wary of tumble-drying wool. It’s a similar story with other fabrics and items, including silk (51%), duvets (33%) and down jackets (44%).
Interestingly, the features that tumble dryer owners want, so that they can dry delicate fabrics, are frequently offered in heat pump dryers. These dryers are currently in the minority amongst those polled: 59% own vented dryers, 21% heat pump tumble dryers and 18% condenser dryers.
Among the dryers listed above, heat pump dryers are typically more energy efficient.
Concerns over energy efficiency influence decisions and choices
Energy efficiency and performance are the top priorities for consumers when selecting their next major appliance. Over half (55%) of our interviewed consumers say energy efficiency will strongly influence their decision, with 59% prioritising performance.
According to the research, 45% of respondents identified energy costs as their primary reason for limiting the use of their tumble dryers. Additionally, 51% reported altering their clothes-drying practices over the past year due to these concerns.
Of those who made changes, 53% increased air drying, 47% utilised the Eco function more frequently, and 42% reduced their frequency of laundering altogether.
Trade-offs and knowledge gaps in clothing care
In 2024, research conducted by Electrolux in Europe, using European appliances, established that consumers who choose shorter cycles and lower temperatures can lengthen the lifespan of their clothes by more than 50%.
When asked, however, 79% of those polled across APMEA were unaware that washing has a large impact on clothing’s life. To which, Nikos Bartzoulianos, Group Chief Marketing Officer and Head of Sustainability Europe APMEA at Electrolux Group, spoke on addressing this particular knowledge gap.
“Fundamental to our purpose is a deep understanding of consumers and a dedication to solving real-world problems,
“We focus on addressing genuine needs, especially in areas like laundry, where extending the life of clothes and reducing environmental impact are paramount.”
Why extending clothing life is important
Extending the life of clothing is a highly effective way to reduce the fashion industry’s substantial environmental impact:
- The industry generates more greenhouse gases than all international flights and shipping combined.
- According to the UN Environment Programme, each year, approximately 92 million tons of textile waste are generated worldwide.
- Between 2000 and 2015, textile production doubled, while the average lifespan of garments decreased by 36%.
- Notably, clothing and textiles account for 11% of plastic waste, and in 2023, only 8% of textile fibres were produced from recycled sources.
Five tips for consumers
The rise of speed laundering presents both challenges and opportunities. Here are five things Electrolux recommends consumers consider.
1. When speed is a priority…
Look for washing machines and dryers that have cycles that can fit around your day. For example, Electrolux UltimateCare Full Wash 45. Suited for mixed fabrics, coloured cottons, and daily wear with light soil levels.
Full Wash 45 cleans at 30°C in just 45 minutes. Based on a comparison with standard 40°C wash cycles, Electrolux’s offering is faster and more energy efficient, providing better care for your clothes at a lower temperature.
2. Look for dryers that can safely dry delicates
Out of 33% of those polled hold back from tumble drying duvets and down jackets regularly. 3DSense from Electrolux is currently their most advanced drying technology and market-leading innovation.
Available on Electrolux Heat Pump Dryer series 700 and 900 tumble dryers, it scans the moisture level in garments for precise, complete drying. Down jackets are kept like new, warmth and fluffiness 100% restored. Regardless of thickness, tests on duvets show no signs of damp spots.
3. Find features that reduce energy and water without compromising results
Concerns over energy costs prevent a substantial 45% of tumble dryer owners from using their dryer more often. But advanced features can help minimise resources. For example, SmartSelect helps minimise water and energy consumption.
Available on Electrolux front-load washers, series 500 to 900, the innovative User Interface (UI) adjusts the programme setting and automatically adjusts cycle length and temperature based on how dirty the clothes are.
4. Gentle laundering can increase clothing life
Gentler laundering can increase clothing life by over 50% and automatic features can indeed help. DelicatesPlus, for example, helps extend the lifetime of your favourite clothes with optimised drum and washing motion and speed.
Available on Electrolux front-load washers, series 300 to 900, it is designed to offer gentle care for all delicates, including premium cottons, helping them last longer by reducing wear and tear from washing over time.
5. Choose heat pumps for smarter drying
Heat pump technology, found on Electrolux series 500 to 900, can dry clothes at much lower temperatures than conventional dryers. The 900 series, for example, includes unique SteamCare technology. When tested on freshly dried cotton fabric clothes, SteamCare reduces wrinkles by up to 50% for easy ironing.
For today’s consumers, convenience and care no longer need to be at odds. With thoughtful design and intelligent features, Electrolux is helping households across Thailand do more with less, and make every load of laundry count.
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