Appliance brand, AEG, reveals the rise of the ‘quick wash’ as consumers seek quick laundry solutions that also extend the lifespan of their clothes

  • New research shows 53% of consumers will prioritise energy efficiency in their next appliance purchase
  • Convenience is key, with fast laundry cycles topping the list as busy lifestyles drive demand for innovative, energy-saving appliances
  • AEG reports that 1 in 3 wash cycles now take under 60 minutes, as it continues to innovate around consumer’s evolving habits

21st August 2025: Now in its fifth year, AEG has published its new Truth About Laundry report which reveals consumers are prioritising faster laundry cycles driven by busy lifestyles, flexible working and demand for convenience. They’re now looking for brands to provide innovative solutions that deliver this speed whilst increasing the lifespan of clothing.

Overall, the fashion industry generates more greenhouse gases than all international flights and shipping combined.1 In Europe alone, each person discards around 16kg of textile waste per person annually, with 88% ending up in landfills or being incinerated.2 One way that consumers can reduce this impact from their home is choosing short cycles and lower temperatures when washing, which can extend the lifespan of their clothes by more than 50%.3

AEG’s report shows one-third (33%) of wash cycles now take less than 60 minutes, with another quarter (25%) lasting 1–1.5 hours. When it comes to drying, nearly a quarter (24%) of cycles finish in under 90 minutes, with just under half (47%) completed in under two hours. Innovations like AEG’s AbsoluteWash programme on the 9000 AbsoluteCare® 10 kg Washing Machine or the PowerClean programme on the 8000 PowerCare 10 kg Washing Machine can deliver stain removal even when washing at 30°C in under an hour.4

Over three quarters (76%) of tumble dryer owners are cautious about drying wool, and nearly half (49%) avoid it entirely. Similar concerns extend to silk, duvets, and outdoor gear. New EU regulations introduced in July this year have raised energy efficiency standards, which are currently met only by heat pump dryers. As a result, AEG is phasing out traditional condenser models, to align with consumer demand for flexible and energy-efficient laundry options.

Since 2022, AEG has tracked how consumer attitudes toward energy costs impact the use of appliances in the home. In this year’s report, over half (53%) of consumers say energy efficiency will be a major factor in their next appliance purchase. Whilst slightly down from 58% last year, it’s clear that energy efficiency continues to be a primary consideration when purchasing laundry appliances.

Energy costs also directly impact how people use their dryers, with almost half (43%) saying concerns over energy bills limit their use, and over a quarter (28%) have changed their drying habits in the past year.

Despite this shift in consumer behaviour, the report highlights a knowledge gap that may prevent consumers from making choices that protect their clothing. In last year’s report, 84% said they care about looking after their clothes, yet only a quarter (25%) of people understood how washing affects garment longevity. 5 The AEG Care Index shows clothing can last 50% longer with gentler wash conditions – namely shorter cycles and lower temperatures.6

Nikos Bartzoulianos, Group Chief Marketing Officer and Head of Sustainability Europe APMEA at Electrolux Group comments, “At AEG, we understand that today’s consumers expect more from their appliances and that they want innovative solutions that save energy, water, and money, without compromising on speed or convenience.

Our latest research makes it clear, that growing environmental awareness, especially around the fashion and clothing industry is reshaping laundry habits. A significant number of consumers say they’re willing to lower wash temperatures to cut costs (37%) or reduce energy use (35%).

That’s exactly why we continue to lead with innovation and design high-performance, sustainable laundry appliances that make it easier for people to live a more eco-friendly life, without sacrificing convenience and speed.”

 

AEG recommends the following five steps to consider when purchasing and using laundry appliances:

  1. Fast and flawless: AEG’s AbsoluteWash programme on the 9000 AbsoluteCare® 10 kg Washing Machine and the power clean programme found in the 8000 PowerCare 10 kg Washing Machine, helps to deliver stain removal even when washing at low temperatures – removing over 50 common household stains at just 30°C, all in under an hour.7
  1. Delicates? No drama: Over three quarters (76%) of people say they worry about drying wool, with nearly half 49% avoiding it all together, so choose a wool-certified dryer like AEG’s range of dryers with the AbsoluteCare® feature which are Woolmark certified.
  1. Cut drying costs: Opt for heat-pump dryers, like the 8000 AbsoluteCare® Tumble Dryer which costs approximately €0.21 per ECO cycle, or around €33.50 annually for 160 cycles – which is the same as one cappuccino per month from a major coffee chain!8910
  1. Tight on space? A washer dryer combo can handle everything from cotton to silk – like the 7000 ProSteam Washer Dryer which cleans and dries a variety of fabric types. Its SpecialCare Wash-to-Dry technology and tailored drum motion gently care for even delicate garments like silk, making it the perfect appliance for when you’re short on space but not on laundry.11
  1. Dry bulky items, better: dryers with tech like AEG’s 3DScan that features on the 9000 AbsoluteCare® + Heat Pump 9 kg Tumble Dryer, scan deep inside thick items like duvets and down jackets to restore 100% of their warmth and loft.12

 

1 A New Textiles Economy: Redesigning Fashion’s Future Reference Ellen MacArthur Foundation, A new textiles economy: Redesigning fashion’s future (2017)

2 European Environment Agency management-of-used-and-waste-textiles

3 The Truth About Laundry report Love Clothes for Longer edition 2024

4 Based on external test of stain removal on 50 common household stains using AbsoluteWash/PowerClean 30°C program with 5kg load

5 https://admin.betterlivingprogram.com/wp-content/uploads/2024/08/The-Truth-About-Laundry-Love-Clothes-for-Longer-edition-2024-Electrolux.pdf

6 https://www.electroluxgroup.com/en/new-electrolux-group-study-shows-short-wash-and-low-temperature-key-to-reducing-environmental-footprint-of-clothes-42380/

7 Based on external test of stain removal on 50 common household stains using AbsoluteWash/PowerClean 30°C program with 5kg load

8 The average energy consumption per cycle with the cotton standard program (ECO) according to EU Regulation EU 2023/2534 is 0.73 kWh. It is not the specific energy consumption of the 8 kg drying cycle

9 Cycle cost calculated using the EU average electricity price in the second half of 2024 — a weighted average using the most recent (2023) consumption data for electricity by household consumers (https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Electricity_price_statistics#Electricity_prices_for_household_consumers)

10 Calculated with an average price of a cappuccino at Starbucks in Germany of €3.25 x 12 months = €39

11 Compared to air drying confirmed by external test performed in May 2022

12 Based on external test of thermal resistance for items dried with 3DScan Technology, performed according to ISO 11092.