Laundry Detergents Adapt to Gen Z’s Love for Matcha and Cocktails

Laundry detergents are undergoing significant reformulations to address the stains left by popular beverages, particularly among younger consumers. In a notable shift, drinks like matcha lattes, Aperol spritz, and bubble tea have emerged as common culprits, prompting manufacturers to adapt their products. This trend reflects changing lifestyle choices, especially among Generation Z, who have embraced these vibrant beverages.

According to a recent survey by Unilever, which produces popular laundry brands like Persil and Surf, matcha has been designated as the “stain of the year.” The beverage earned this distinction after topping the inaugural “stains index,” a ranking that highlights new and emerging stains influenced by evolving cultural trends. The index aims to provide insights into the most pressing laundry challenges consumers face today.

Changing Stains Reflect Changing Lifestyles

The survey polled 2,000 adults in the UK, revealing that Gen Z is particularly prone to staining their clothes. Approximately 70% of this demographic reported experiencing stains on a weekly basis, compared to just 16% of baby boomers. Matcha led the list of stains encountered by Generation Z, with 39% of respondents noting persistent green marks, followed closely by Aperol stains at 38%.

The rise of social media has undoubtedly influenced these trends. Young consumers are increasingly attracted to visually appealing food and drinks, resulting in a higher volume of stains. Other notable stains in the index included hot sauces like sriracha at 34% and traditional stains such as red wine and curry sauce, both at 47%.

Donna Macnab, Unilever’s director of laundry research and development, explained that the vibrant pigments in drinks like matcha and Aperol make them particularly difficult to remove. “These bright colour pigments, such as chlorophyll in matcha, penetrate the fibres, making the drinks challenging to eliminate,” she noted.

Adapting Formulas for Modern Challenges

In response to these findings, Unilever has adjusted the formulas of its laundry products to effectively deal with these new types of stains. The company is not unfamiliar with reformulating its products in response to changing consumer habits. For instance, last year, Unilever launched the Persil Wonder Wash to address the musty odours associated with gym wear, a result of the increased time spent in athleisure clothing during remote work.

The stains index is set to be updated annually, allowing Unilever to monitor emerging stains continuously and adapt its products accordingly. This proactive approach highlights the importance of staying in tune with consumer behaviours and preferences, particularly as younger generations redefine traditional eating and drinking habits.

While the focus on modern stains may seem trivial, Macnab believes it offers valuable insights into contemporary lifestyles. She remarked, “The world of stains provides an interesting reflection on our routines and what we consume.”

As the popularity of matcha, cocktails, and other vibrant drinks continues to rise, both consumers and manufacturers must adapt to these new realities. This ongoing evolution within the laundry detergent industry underscores the dynamic nature of consumer habits and the innovative responses that can arise from them.