Professional drycleaners around the UK are being urged to capitalise on the opportunity presented by a new generation of environmentally-conscious consumers, following the results of a new survey.

According to the survey by Electrolux Professional, 55% of high street consumers would request a chemical-free way to have their clothes cleaned if they realised such a service was available. With 43% aware of the environmental damage that can be caused by chemicals such as perchloroethylene, laundry operators are under mounting pressure to respond to consumer demands.

The survey revealed that 65% of respondents are currently unaware of the benefits of wet-cleaning.

The survey of 1,500 Brits also highlighted the extent to which consumers are making environmentally-conscious lifestyle decisions, with nearly 70% of those questioned revealing that environmental impact plays some role in their buying habits.

Michael Williams, lagoon® Advance Care specialist and product trainer at Electrolux Professional UK, said: “The results of our survey show just how great an opportunity there is for drycleaners to offer an efficient wet-cleaning system as an alternative option for customers. We live in an age when the average consumer is becoming much more environmentally-conscious, and this is something laundry operators and businesses really ought to consider when investing in new equipment.

“The fact that so few people have actually heard of wet-cleaning shows just how much work there is to be done by the industry as a whole in terms of raising awareness. If manufacturers and operators all play their part in promoting wet-cleaning as an alternative to solvent-based cleaning, the industry has huge potential to become more productive, more efficient, and more sustainable.”

Electrolux Professional’s lagoon Advanced Care system offers an environmentally-friendly, solvent-free alternative to drycleaning that uses no toxic chemicals, as water is the solvent. The system is endorsed by The Woolmark Company.