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HOW HYGIENE IS RESHAPING LAUNDRY CARE

Hygiene and Freshness Beyond Detergent: The Laundry Care Market in the US and UK

Is laundry care still about fragrance and softness, or are consumers demanding proof of hygiene and sanitization? This report reveals how consumer expectations are diverging across markets and what brands must do to stay competitive.

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Discover what really drives laundry product choice in the US and UK

Consumers expect more from laundry products than traditional detergents. Hygiene, odor elimination, long-lasting scent, and sustainability are all shaping purchasing decisions in different ways across markets.

In this report, Revuze analyzes over 25,000 consumer reviews across major online marketplaces in the US and UK to uncover how the laundry care category is evolving and which brands are winning by aligning with changing consumer priorities.

Inside the report:

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Cross-Atlantic consumer expectations: Discover how laundry priorities diverge across the US and UK, with UK shoppers focusing on fragrance and fabric care while US consumers emphasize sanitization and performance.
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The rise of laundry sanitization: See how hygiene-focused products are gaining traction in laundry care and how brands like Lysol and Clorox lead the category with antibacterial positioning.
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Fragrance vs. functional performance: See how scent boosters dominate UK discussions while US consumers place greater emphasis on odor elimination, sanitization, and cleaning performance.
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Winning brand strategies in each market: Explore the positioning strategies used by category leaders, from fragrance longevity and softness in the UK to clinical hygiene and performance-driven messaging in the US.

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Powering insights for truth-driven teams around the world

  • Wilson
  • WD
  • PG
  • On
  • Loreal
  • Logitech
  • Hoover
  • Haleon
  • H&S
  • GG
  • Coty
  • Char Broil
  • Bosch
Awards
Bosch
Wilson
WD
PG
On
Loreal
Logitech
Hoover
Haleon
H&S
GG
Coty
Char Broil
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To learn how we handle your information, please see our Privacy policy.