UK
Domestic laundry appliance manufacturer AEG has come up with some research that could well have textile care business owners rubbing their hands in glee. It appears that Britain has a washing ‘fear chart’ of items people are scared to wash at home. Perhaps it is time for the professionals to take over.
A new study reveals the scary top 10 with trainers heading the list in the apparel category at 5,187 average monthly Google searches on how – or even whether – to wash them.
Jeans follow behind trainers as the fourth-most feared apparel item of all and the second-most feared apparel item at 2,840 average monthly searches
Cashmere and wool also appear among the top 10, with 2,277 and 2,130 average monthly Google searches, respectively.
The research by premium appliance brand AEG looked at Google search data to find which household items UK consumers struggle most to clean1.
While the top two items, duvets (6,654 average monthly searches) and pillows (5,243), do not fall under the apparel category, trainers ranked third overall with 5,187 average monthly searches from uncertain Brits, making them the most feared apparel item when it comes to washing. Simply washing a pair of trainers with a damp cloth should do the trick but they can also be put in the washing machine on a gentle spin.
Jeans take fourth place with 2,840 average monthly searches. While the numbers dropped sharply compared to the top three items, plenty of denim owners still hunt for advice on washing jeans without fading colors or ruining their fit.
Shoes outside the trainer category grabbed fifth place with 2,643 average monthly searches. Most shoes can be brushed clean of any dried-on dirt but specialist cleaning fluids are also a good idea.
Cashmere landed sixth position with 2,277 average monthly searches from worried owners. This luxury fabric scares many British consumers who fear shrinking or damaging expensive garments through incorrect washing methods. It’s recommended to hand-wash unless the care label says otherwise.
Baseball caps secured seventh spot with 2,273 average monthly searches while general caps ranked eighth with 2,219 average monthly searches. Combined with baseball cap queries, hat cleaning prompted over 4,400 monthly searches across the country.
Wool items placed ninth with 2,130 average monthly searches. Similar to cashmere concerns, this natural fibre creates significant washing uncertainty among Brits who fear shrunken jumpers and ruined garments. Many washing machines will have specific settings for wool which should always be paired with mild detergents.
Shower curtains completed the list with 2,080 average monthly searches, making that only the third non-apparel item in the entire top 10. (Hand washing a shower curtain with baking soda or distilled white vinegar can keep this bathroom staple clean.)
Top 10 items Brits are most afraid to wash
| Rank | Item | Average Monthly Searches |
| 1 | Duvet | 6,654.17 |
| 2 | Pillows | 5,243.33 |
| 3 | Trainers | 5,186.67 |
| 4 | Jeans | 2,840.00 |
| 5 | Shoes | 2,642.50 |
| 6 | Cashmere | 2,276.67 |
| 7 | Baseball cap | 2,273.33 |
| 8 | Cap | 2,219.17 |
| 9 | Wool | 2,130.00 |
| 10 | Shower curtain | 2,080.00 |
A spokesperson for AEG UK commented: “These results clearly show that many British households struggle with knowing how to wash larger items like duvets and pillows, as well as specialty items such as trainers and delicate fabrics.
“Modern washing machines are designed to handle many of these challenging items, but consumers often lack confidence in the process. Understanding how to properly clean these items is important not only for hygiene but also for extending the lifespan of these household essentials.”
1 Methodology: Monthly average search volume data was taken from Google Keyword Planner based on searches over the 12 months between [2024-04] and [2025-03] to reveal the rankings. The items according to Ahref related to the search phrase “can you wash” and “how to wash” were analysed based on searches for: “can you wash [item]”, “can you machine wash [item]”, “how to wash [item]”, “is [item] washable”, “is [item] machine washable”, “can you put [item] in washing machine”, “[item] washing”, “[item] washing instructions”, “do i need to wash [item]”, “do we need to wash [item]”, “do you need to wash [item]”. The combined search volume for each item’s search terms was calculated, and then used to rank the item from highest number of average monthly searches to lowest.
