The need to wash our clothes as soon as we take them off - compulsive laundry organising & unwashed deficit - affects 49% of UK households.
Almost half the UK are living under the cloud of a thoroughly modern condition called Compulsive Laundry Organising & Unwashed Deficit (CLOUD), a new national study has revealed.
And we can't help ourselves, it seems.
Despite the fact we know it makes no difference to the quality of the end result, a worrying 49% of us admit we can't help but quickly stuff worn clothes directly into the washing machine the very moment we take them off.
This compulsion is often the result of people incorrectly believing that clothes smell better if washed immediately, laundry experts Dr. Beckmann, the manufacturers of Glowhite, report.
A national study of Britain's washing habits carried out by Dr. Beckmann polled over 1,000 householders across the UK and discovered that the nation's washing routines are, apart from rare exceptional circumstances, guided by routine.
More than one in three British households (35%) do a weekly marathon clothes washing session - usually on a Sunday. And we are slaves to habit, with 57% of us rarely or never changing our washing powder brand for the simple reason that "we know what we are getting".
More concerning is that, for a large number of us, washing clothes has become compulsive.
Many Brits can't stand the thought thaty dirty clothes are left in the washing machine basket and refuse to live life happily unless dirty washing is immediately thrown into the washing machine the very second we take our clothes off.
It is those people living in and around London and South-east who are most likely to be affected with CLOUD disorder, according to the study.
Almost six out of 10 householders in the South-east admit they 'often' or 'always' wash clothes immediately as they come off because it makes them uncomfortable to think of them 'festering' in the laundry basket.
Of this group, almost 45% admitted that they also have to change into clean clothes 'at least twice a day' to avoid feeling grubby and unwashed.
Dr. Beckmann spokeswomen Susan Fermor said:
We were shocked to see just how many people seem to be living with this compulsive laundry disorder. Generally, the UK likes to do its washing once a week on a Sunday but, this new group of laundry addicts can't function unless dirty clothes are dealt with the second we take them off.