Swedes’ laundry habits in 2025 – Where we do the most washing in the country

Swedes do laundry an average of 2.35 times per week and run approximately 3.16 washing machine loads per week. 30–40 degrees is the most common temperature used by 87% of Swedes, followed by 60 degrees at 62% and 90 degrees at 3%. Our analysis of Swedes’ laundry habits in 2025 shows clear regional and age-related differences in the number of washes, temperature, and use of fabric softener.

 

Where in Sweden do we do laundry most often?

 

Residents of Blekinge County do laundry most often, with households washing an average of 2.73 days per week. This is followed by Västra Götaland, Kalmar, and Jönköping, all of which do laundry between 2.56 and 2.53 times per week. The fewest weekly washes were recorded in the study in Gävleborg County, at 1.95 times per week. This means there is a relatively large spread between the different counties, ranging from 2.73 to 1.95 laundry sessions per week.

 

Which age groups do laundry the most times per week?

 

People aged 35–44 top the list, washing an average of 3.7 times per week, followed by the 45–54 age group with 3.31 times per week. Age proves to be a strongly determining factor in how often people do laundry. Older age groups, especially those aged 65 and over, do laundry considerably less often, frequently just once or twice a week.

- The high frequency among younger people reflects both family life and consumption patterns. We have more garments and change them more often, says Sara Idenfors at Soapa.

 

What temperature do most people wash at?

 

87% of Swedes wash at 30–40 degrees, while 62% use 60 degrees. 90 degrees has essentially disappeared; only 3% say they wash at that temperature. However, the temperature people wash at is surprisingly similar regardless of where they live.

 

Low washing temperatures are now a sales and environmental argument, and the survey shows that this marketing has worked. Unfortunately, it does not address the production of enzymes and the genetic modification of the bacteria and microorganisms required to produce them, nor the fact that an enzyme detergent creates a need for more products than necessary, says Sara Idenfors at Soapa.

 

How many people use fabric softener in Sweden?

 

Fifty-six percent of Swedes do not use fabric softener at all, while 28 percent use it “sometimes,” and only one in 15 percent say they “always” do so. Fabric softener has long been an obvious part of the laundry routine, but is losing ground. Environmental concerns and consideration for allergies are the most common explanations.

- More people are realizing that fabric softener is not necessary, but rather a habit from the past, says Sara Idenfors at Soapa.

 

Swedes’ laundry habits in 2025

 

The survey shows that Swedes’ laundry habits in 2025, based on 3,565 survey responses, are characterized by high frequency, low temperatures, and environmentally conscious choices in everyday life. We do laundry often, but more intelligently. And while Blekinge and Västra Götaland top the list of counties where people do the most laundry, Swedes overall do laundry more efficiently than ever before.

 

Facts: Swedes’ laundry habits in 2025

 

• • Blekinge County: most laundry is done most often in the country

• • Do laundry: 2.35 times per week, and 3.16 washing machine loads per week

• • People aged 35–44: do laundry an average of 3.71 times per week

• • 30–40 degrees: most common temperature used by 87%

• • Fabric softener: 56% do not use it at all