Unilever Adjusts Laundry Detergents To Combat Gen Z's Emerging Stains Including Matcha
Unilever has developed a stains index that identifies new and evolving stains influenced by changing lifestyles and cultural trends. The index named matcha as the stain of the year after it topped the list of emerging stains affecting Gen Z consumers.
Data shows that Gen Z experiences a higher frequency and diversity of stains compared to older generations, with 70% staining clothes weekly compared to just 16% of baby boomers. Additionally, 91% of Gen Z participants reported discarding clothing due to stains.
Among the leading emerging stains for Gen Z are matcha (39%), Aperol and cocktails (38%), lipstick and bronzer (37%), protein shakes and sports drinks (35%), bubble tea (35%), nail polish (35%), sriracha and hot sauces (34%), deodorant (33%), and makeup and foundation (32%). Traditional stains such as red wine and curry sauce remain common at 47%, while Gen Z also reports frequent fast food grease (40%) and coffee or tea stains (29%).
Unilever has responded by tweaking the formulas of its Persil and Surf brands at its Port Sunlight laboratories in Wirral to better address matcha stains. This initiative follows earlier adjustments including the launch of Wonder Wash, a Persil spin-off product designed to combat odors in gym gear that surged in use with increased remote work and athleisure wear.
The stains index will be updated annually to track new stain trends and inform the development of Unilever's laundry products to meet consumer needs.
