A.I.S.E. consumer research confirms opportunities for safer & more sustainable habits by consumers at home

A.I.S.E. releases today the findings of its research carried out in 23 countries with 4600 European citizens regarding consumers washing and cleaning habits at home as well as their perceptions of cleanliness and hygiene. The findings show that there is an increasingly positive perception of the cleaning products industry in terms of overall benefits for people, health, safety and sustainability.

European citizens genuinely care about hygiene and cleanliness at home, which has remained highly important since the pandemic. Hygiene practices are considered very important for preventing infection and handwashing is a well-established routine. Nevertheless, consumers need more clarity about what hygiene, cleaning and disinfection really mean and what is appropriate in different situations.

The survey confirms that safe storage across all product categories is on the rise since 2020. Across countries, people continue to store laundry detergents and drain cleaners more often in safe places out of reach of children rather than in unsafe places.

The survey reveals opportunities for further improvement – in terms of sustainability behaviours when doing the laundry and the dishes, fewer consumers are using low-temperature programmes compared to a decade ago and the average laundry wash temperature has increased slightly over the past decade. In terms of safe product storage, more consumers need to become accustomed to reading the label before using a product for essential safe use advice.

“Product safety and safe use as well as sustainable cleaning and washing habits at home are important in home maintenance. This research enables our industry to better understand how the needs and preferences of consumers across Europe evolve over time. While there are positive trends, we must continue to engage users on the importance of safe and sustainable use, storing products out of reach of children and understanding that daily hygiene practices are our ally in preventing the spread of infection”, commented A.I.S.E. Director General Alexis Van Maercke.

Since 2008, A.I.S.E. has conducted research every three years with consumers across Europe in order to track their washing and cleaning habits, as well as their perceptions on topics such as cleanliness and hygiene, safe use and storage of products, interest in digital opportunities and sustainability. Comparative data over 17 years allows A.I.S.E. to follow trends and monitor the evolution in consumers’ habits, to better understand how the needs and preferences of consumers across Europe change over time.

The research was carried out in 2024 and is co-sponsored by APPLiA, the European Home Appliance Manufacturers Association.

Discover all the results on the Consumer research webpage.

Learn more on A.I.S.E. LinkedIn.

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Read the press release and the 2025 report below: