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Understanding perceptions of top laundry detergents

Quantitative research
Video based open-ends
Brand Perceptions
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Background and Objectives

Laundry detergents are a vital component of our daily lives. They help to remove stains, dirt, and odors from our clothes and keep them looking and smelling fresh. With so many brands and types of laundry detergents available in the market, it is important to understand consumer preferences and needs. A leading detergent manufacturer wanted to compare and analyze four leading laundry detergent brands to determine which one is the most effective, as well as gather insights on consumer preferences.

Research Methodology

We conducted a survey and carried out a comparative analysis of four leading laundry detergent brands - Tide, Persil, Gain, and Arm & Hammer using Enumerate AI’s proprietary mechanism. We tested these brands based on their ability to remove stains, whiten clothes, and remove odors. Additionally, we gathered insights from the survey to understand their preferences and needs when it comes to laundry detergents.


Our analysis revealed that Tide was the most effective laundry detergent brand overall. It performed exceptionally well in removing tough stains, whitening clothes, and removing odors. Persil was a close second, with similar performance in stain removal and odor removal but slightly less effective in whitening clothes. Gain performed adequately in stain removal but was less effective in removing odors and whitening clothes. Arm & Hammer was the least effective of the four brands in all three categories.

When asked about their current laundry products, 75% of respondents said they used a laundry detergent, 15% used a laundry pod, and 10% used a laundry booster. Of those who used a laundry detergent, 40% used Tide, 30% used Gain, 20% used Persil, and 10% used other brands.

When asked specifically about their current laundry detergent, respondents cited various reasons for their choice of brand. The most common reasons were effectiveness in stain removal (45%), scent (25%), and brand loyalty (20%).

When asked what they wished their current laundry detergent could do better at, respondents mentioned whitening clothes (35%), removing tough stains (30%), and removing odors (25%) as the top areas for improvement.

When asked what would convince them to buy a laundry detergent brand they have never used before, respondents cited recommendations from friends or family (35%), a free sample (30%), and a trusted brand name (25%) as the top factors.

Highlights / Excerpt from the research


When shopping for laundry detergent, how do you decide which one to buy?


When deciding which laundry detergent to buy, the respondents mentioned several factors. These included reviews and word of mouth recommendations from family and friends, the scent of the detergent, the price, the convenience of the detergent (e.g., in pods), the brand, and the size of the detergent. Additionally, some respondents mentioned that they buy the cheapest detergent that works well, while others said they buy the same brand detergent every time.

Overall Themes (Associated sentiments)

Skin allergy 45%
Shopping Preferences 45%
Price 24%
Convenience 24%
Brand 21%
Fragrance 21%

“Given in terms of prioritisation order”


I would love to be able to use Tide because Tide is so much better. It really is a great laundry detergent but it's so expensive and I don't know why that happened suddenly years ago. I mean it was like overnight suddenly laundry detergent was expensive but I've forgotten the question now.


When I shop for laundry detergent I look for how big it is, how many loads they think it's going to be because like I said I have five kids and a fiance so we're seven people and that's a lot of clothes like we do clothes every single day and so I also look at scent and if it's going to make your colors brighter or your whites wider or even if it just has a stain booster.

Shopping Preferences
Positive Sentiment
Negative Sentiment
Neutral Sentiment
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