Persil urges parents to say yes to muddy play and worry less about laundry
New research from Persil reveals many parents are putting the brakes on messy outdoor activities because of the laundry, despite believing outdoor play is more important than staying clean.
More than half of UK parents have stopped their children taking part in activities because they expected stained clothes and extra laundry, according to new research from Persil. The study found that 56 per cent of parents have held children back from activities likely to result in dirty clothes, even though 77 per cent say it is more important for children to play outside and get muddy than remain clean all day.
The findings highlight the tension many families face between encouraging active outdoor play and managing the practical realities of washing sports kits, school uniforms and everyday clothing. Puddles are among the biggest casualties of laundry concerns. Of the parents who have restricted activities because of the mess involved, 47 per cent have stopped children jumping in puddles, while 40 per cent have discouraged play in sand, soil or grass.
Sports clothing presents a particular challenge. Nearly half of parents (48 per cent) say removing tough stains such as grass, mud, clay and blood from sports kits is their biggest laundry frustration.
The impact extends beyond the washing basket. More than two-thirds of parents say they reserve older or already-stained clothes for sporting activities, while seven in ten actively try to rescue stained items rather than replace them.
Despite these efforts, stubborn stains are estimated to cost UK families around £750 million a year in replacement children's clothing.
For many parents, a more effective wash would make a significant difference. Almost six in ten (58 per cent) say that being able to remove stains first time would make children's laundry quicker and easier.
Guillermo Vosen, home care marketing lead UK & Ireland at Persil, said: “We want parents to feel they can say yes to muddy football matches, training in the rain and all the activities kids love, without worrying about the laundry afterwards. Persil Ultimate Non Bio helps take care of the stains, so kids can play on and keep doing what they love.”
Persil says its Ultimate Non Bio Capsules are designed to tackle more than 100 everyday stains while remaining gentle on sensitive skin. The product uses redesigned capsule technology developed over a decade by Unilever's UK research and development teams and has been dermatologically tested.
The company hopes the findings will encourage parents to focus less on keeping clothes spotless and more on giving children the freedom to enjoy the outdoor experiences that help shape childhood.