by webSaver
February 12, 2025
Share
- Price is the top deciding factor (42.81%) when purchasing laundry detergent, with cleaning effectiveness (34.81%) as the second most important, showing that while performance matters, affordability is the primary driver of purchase decisions. Scent and environmental impact were least important.
- Liquid or powder detergent is the most commonly purchased product (36.52%), significantly outpacing other options like dryer sheets (19.94%) and laundry pods (17.94%), highlighting its dominant role in consumer preferences. Eco Friendly or natural detergents were the least popular at 8.95%.
- Nearly half (45.19%) choose detergent based on price and discounts, while only 29.23% remain loyal to a specific brand, indicating that many consumers prioritize savings over brand loyalty.
- A majority (56.18%) say discounts heavily influence their purchase decisions, and an additional 28.48% are somewhat influenced, demonstrating the strong role that promotions play in consumer behavior. Less than 5% of respondents said Not Much (3.30%) or Not at all (1.14%).
- Nearly three-quarters (74.59%) of consumers actively seek coupons or discounts either always or often before purchasing laundry products, reinforcing the importance of price incentives in this market.
- A significant 43.21% of consumers are very likely or likely to use coupons or cashback offers, suggesting that discount-driven promotions are an effective strategy for driving sales.
We can clearly see that in the laundry products category price, discounts and promotional activities play an important role influencing consumer behaviour.
Brands should take this into account when crafting their promotional strategies for these products.
Laundry detergents and products Survey Results:
(Aggregate All Canada Data below – Results can also be reported by Location, Age, Gender and Language to discern group differences)
1. Which laundry products do you purchase on a regular basis?
(Please select all that apply)
2. What is the most important factor for you when choosing a laundry detergent?
(Please select one)
3. How do you usually decide which laundry detergent to purchase?
(Please select one)
4. How much does the availability of a discount coupon or cashback offer influence your decision to purchase a specific brand of laundry detergent?
(Please select one)
5. How often do you actively search for coupons or other discounts before purchasing laundry detergent and other laundry products?
(Please select one)
6. How likely are you to use coupons or cashback offers when purchasing laundry detergent and other laundry products?
(Please select one)
In addition to the aggregate data displayed above webSaver Consumer Insights can also provide CPG Brands with deep consumer intelligence by drilling down into the results by Location (Province, City, Region), Gender, Age and Language, in addition to detailed transactional and behavioural data on dozens of consumption categories. This allows CPG Brands to obtain a better understanding of their consumers’ attitudes across various dimensions.
Conducting surveys of existing consumers and prospects is a fast and simple method for CPG Brand Managers to gain insights into their consumer’s preferences and mindset.
Whatever your consumer insight challenge webSaver can help you gather the intelligence you need to make better informed decisions.
Contact webSaver Market Research Solutions to find out more.
View some recent market research insights from webSaver here.
With over 10 years leading the Canadian online coupons marketplace and 150 Million coupon issued we know coupons. We’ve worked with 90% of Canada’s leading consumer packaged goods brands providing them with the online coupons and cashback offer solutions that generate real value for their business. Whether your strategic objective is customer acquisition, customer lift (Increased transaction size and frequency) or customer retention webSaver can help.
