As Thai consumers place greater value on efficiency at home, laundry habits are shifting to match. People want shorter cycles, quicker results, and easier care for their clothing. Electrolux’s new research highlights how speed laundering has emerged in response to these needs, and what it means for households today.

One of the strongest trends observed is the shift toward the “Under an Hour” wash. Of more than a million wash cycles recorded through Electrolux’s connected appliances across Thailand, over half (54%) finished in 60 minutes or less. Another 30% were completed within 1 to 1.5 hours, reinforcing the demand for quick and efficient washing.

Drying times are also becoming faster. Although tumble drying typically requires more time than washing, 25% of all cycles concluded in 90 minutes or less, while 20% were completed within two hours.

The challenge of drying delicates

While modern households want faster routines, many still struggle with drying delicate items. Consumers across the region often hesitate to tumble-dry fabrics such as wool, with 49% expressing concerns about damage. Similar worries were raised for silk (51%), duvets (33%), and down jackets (44%).

Ironically, the features consumers want, safe drying for a wide range of fabrics, are already available in heat pump dryers. Yet, these remain a minority among respondents. Of those surveyed:

• 59% own vented dryers

• 21% own heat pump dryers

• 18% own condenser dryers

Heat pump dryers are generally more energy efficient than both vented and condenser types, suggesting a potential gap between consumer needs and current appliance choices.

Energy efficiency continues to drive decision-making

Energy efficiency remains one of the strongest priorities for buyers. Over half (55%) of surveyed consumers said energy efficiency would heavily influence their next appliance purchase, followed closely by performance at 59%.

Concerns over rising energy costs also affect how consumers use their dryers. The research shows:

• 45% limit dryer use due to energy expenses

• 51% have changed their laundry habits over the past year

Among those who altered their routines, 53% increased air drying, 47% used the Eco function more often, and 42% reduced how frequently they did laundry.

Trade-offs and gaps in laundry knowledge

Insights from Electrolux’s 2024 European research revealed that using gentler cycles and lower temperatures can extend clothing lifespan by over 50%. Yet, this knowledge has not fully reached consumers in the Asia-Pacific, the Middle East, and Africa (APMEA). 

Across the region, 79% of respondents were unaware that washing habits significantly affect garment durability.

Nikos Bartzoulianos, Group Chief Marketing Officer and Head of Sustainability Europe APMEA at Electrolux Group, emphasised the need to bridge this education gap, noting the company’s commitment to addressing real household challenges while reducing environmental impact.

Why longer-lasting clothing matters

Increasing the life of clothing is one of the most effective ways to lower the fashion industry’s environmental burden. The global textile sector:

• Produces more greenhouse gases than international flights and shipping combined

• Generates roughly 92 million tonnes of textile waste annually

• Doubled its production between 2000 and 2015

• Saw garment lifespans fall by 36% during the same period

Additionally, textiles and clothing represent 11% of global plastic waste, and only 8% of textile fibres in 2023 came from recycled sources.

Five tips to help consumers care for clothes better

The speed laundering trend presents opportunities to rethink how households care for garments. Electrolux provides five recommendations to help consumers strike a healthy balance between convenience and longevity.

1. Choose fast cycles wisely

Look for appliances that offer efficient cycles suited to modern schedules. For example, the Electrolux UltimateCare Full Wash 45 provides a 45-minute wash at 30°C for mixed fabrics and daily wear. Electrolux’s 13kg machines can clean full loads faster and more efficiently than traditional 40°C cycles, helping protect fabric quality while saving time.

2. Use dryers designed for delicates

A notable portion of consumers avoid drying items like duvets and down jackets. Electrolux’s 3DSense technology, available in the Heat Pump Dryer series 700 and 900, solves this by scanning moisture levels inside garments, ensuring even, complete drying. Down jackets maintain loft and warmth, and duvets dry without damp patches.

3. Look for energy-saving features

With energy costs shaping usage patterns, features like SmartSelect can help optimise consumption. Found on Electrolux series 500 to 900 washers, this technology adjusts cycle length and temperature based on soil levels, ensuring efficient use of both water and power without sacrificing results.

4. Adopt gentle laundry routines

Delicate settings can extend garment life by over 50%. The DelicatesPlus feature on Electrolux series 300 to 900 washers uses optimised drum movements and motion control to reduce wear and tear on premium cottons and other fine fabrics.

5. Consider heat pump dryers

Heat pump technology, featured on Electrolux series 500 to 900 dryers, operates at lower temperatures, protecting fabrics while reducing energy use. The 900 series also includes SteamCare, which cuts wrinkles by up to 50%, making ironing easier and helping garments last longer.

As everyday routines continue to speed up, consumers no longer need to choose between convenience and garment care. With thoughtful engineering and smarter features, Electrolux is helping households across Thailand simplify laundry, reduce environmental impact, and get more life out of every load.

 

 

 

 

 

Sponsored

My ole lady is joyful when I get her a new rock for washing clothes. Maybe I'll surprise her with a new clothesline.

I use an LG at the laundry and it takes 28 minutes, what's weird is so many Thais use the dryer when the sun dries quickly for free

20 minutes ago, scubascuba3 said:

I use an LG at the laundry and it takes 28 minutes, what's weird is so many Thais use the dryer when the sun dries quickly for free

I suspect many don't have access to the sun to dry outside.

23 minutes ago, scubascuba3 said:

I use an LG at the laundry and it takes 28 minutes, what's weird is so many Thais use the dryer when the sun dries quickly for free

 

In central BKK - we use a drier all the time...     I don't want my clothes drying outside in BKK. In the countryside it would be different.

3 minutes ago, richard_smith237 said:

 

In central BKK - we use a drier all the time...     I don't want my clothes drying outside in BKK. In the countryside it would be different.

I live in Chonburi.

Only time my clothes see the outdoors is when iam wearing them.

Washer Dryer combo machines FTW.

3 minutes ago, Ralf001 said:

I live in Chonburi.

Only time my clothes see the outdoors is when iam wearing them.

Washer Dryer combo machines FTW.

But, It costs nothing to dry with fresh air if one has a garden..........🤗

1 hour ago, richard_smith237 said:

 

In central BKK - we use a drier all the time...     I don't want my clothes drying outside in BKK. In the countryside it would be different.

Fair enough I get a nice breeze off the sea