Winter Laundry Stress Is Driving Australians To Skip Social Gatherings, Samsung Research Finds

Consumer research commissioned by Samsung Australia has found that concerns about dryer energy costs are affecting how Australians manage their homes and social lives during winter, with more than one in five respondents admitting they avoid having friends over because of clothes drying indoors.

The research, conducted by Pureprofile with 1,001 respondents, found that 62 per cent of Australians prefer to dry their clothes on an indoor drying rack rather than use a dryer to reduce household energy costs.

But the knock-on effects of that choice extend beyond damp clothes hanging around the house.

Indoor drying and social embarrassment

Some 22 per cent of respondents – rising to 33 per cent among 25 to 29-year-olds – admitted they avoid hosting friends and family at home during winter because they are embarrassed about the volume of clothes drying on indoor racks and draped over furniture.

Two in five respondents (41 per cent) reported feeling more pressure than the same time last year to avoid using their dryer to cut household costs.

The stress is more acute among younger Australians. The research found 47 per cent of those aged 25 to 34 – increasing to 54 per cent of those aged 35 to 39 – feel stressed when it rains because they cannot dry their clothes outside.

Half of all respondents (51 per cent) reported feeling concerned about energy use every time they turn on their dryer.

More layers, more loads

The winter laundry burden is compounded by increased volume. Almost half of respondents (48 per cent) reported doing more loads of washing in cooler months because they wear more layers.

For a third of Australians, winter adds to an average of three to four laundry loads per week. Among 18 to 24-year-olds, that figure rises to five or six loads.

There is also confusion about the most energy-efficient way to manage laundry. A quarter of respondents (24 per cent) believe smaller, more frequent washes save the most energy, while 45 per cent are convinced that fewer but larger loads are more efficient.

Heat pump technology versus outdated perceptions

Phil Gaut, Director of Consumer Electronics at Samsung Australia, pointed to advances in heat pump dryer technology as an area where consumer perceptions have not kept pace with the hardware.

Modern heat pump dryers can now achieve up to 10-star energy ratings, a step change from older vented or condenser models. Yet the research suggests many Australians still associate dryers with high running costs.

“We’re used to getting through laundry loads using the clothes line in the backyard. In fact, part of our collective cultural identity is based on our passion for spending time with our friends and family outdoors,” Gaut said.

“Come winter, as we spend more time indoors, we are choosing to be surrounded by wet washing rather than our mates because we’re concerned about using the dryer. Heat pump systems are more energy-efficient than old vented or condenser dryers and they also operate at cooler temperatures which tend to be kinder to your clothes. With AI being leveraged to reduce energy by 20 per cent on each load, there is no need for Australians to go dark when the clouds do.”

Right-sizing and AI-driven efficiency

Gaut offered practical advice for households looking to reduce laundry-related stress and energy costs.

“It starts with selecting a washing machine and dryer that are the right capacity for your family to make sure loads aren’t overloaded or running half full,” he explained. “Pair your washing machine with a heat pump dryer with a 10-star energy rating that further leverages AI Energy Mode to boost efficiencies with every load.”

He also recommended choosing a washer and dryer set that can communicate with one another to help streamline routines.

Samsung’s 19.5KG Bespoke AI Combo, the company’s largest capacity unit, can achieve up to 20 per cent energy savings per wash load and 10 per cent energy savings per dryer load when AI Energy Mode is activated, according to testing conducted by Vipac.

Sensors and smarter cycles

The company’s Bespoke AI range includes several features aimed at reducing guesswork in the laundry. Bubble Wash technology activates detergent and drenches laundry from above, which Samsung claims can reduce water use by up to 20 per cent and shorten cycle times by up to 25 per cent.

AI Wash uses sensors to detect laundry weight and calculate optimal water and detergent levels. A turbidity sensor monitors soiling and can add more detergent or rinsing time if needed. AI Dry technology monitors temperature and humidity inside the drum and adjusts drying performance accordingly.

AI Energy Mode, available through the Samsung SmartThings app, allows households to monitor and reduce energy use by optimising cycle settings and load timing.

“Australians don’t need to choose between saving energy, spending time with their loved ones and having a clutter-free home,” Gaut added.

Samsung’s 2026 laundry range is available at samsung.com/au.

Last Updated on July 2, 2026 by Nick Ross