Green sleeves? Laundry detergent rewritten to tackle Gen Z’s matcha obsession
Stain trends have shifted with the times. Once it was curry sauce, egg yolk, and red wine that vexed Britain’s wardrobes; today, detergents are being reformulated to handle stains from matcha lattes, Aperol spritzes, and bubble tea. This year’s culture moment even earned matcha the dubious honor of “stain of the year,” topping Unilever’s inaugural stains index, a study that tracks stains arising from evolving lifestyles and habits.
Among the top offenders are matcha, Aperol, and bubble tea, alongside other modern culprits that reflect a digitally influenced era. The index is more than a list of spills; it’s a snapshot of daily rituals, especially among younger people who embrace morning matcha and vibrant boba drinks. Donna Macnab, Unilever’s director of laundry research and development, describes stains like matcha and Aperol as highly colored. The pigments, including chlorophyll in matcha, deeply embed in fibers, making removal trickier than more faded marks from days past.
Historically, detergent advertising focused on outdoor stains such as mud and grass. Yet as new pigments and residues appear in everyday life, Unilever tests new formulas and updates its products accordingly. To build the index, the company surveyed 2,000 UK adults about their most frequent and troublesome stains, comparing traditional marks like blood and mud with modern ones such as Aperol, glitter, and matcha.
The findings hint at a social media–driven lifestyle shift: Gen Z reports a higher volume of stains, with about 70% staining their clothes weekly, versus 16% of baby boomers. Matcha tops Gen Z’s list of troublesome stains over the past year (39%), with Aperol close behind (38%). Other popular culprits include hot sauces like sriracha (34%). Despite these trends, red wine and curry sauce remain perennial headaches for many households (47% each for respondents’ laundry concerns), while Gen Z tracks more stains from fast-food grease and from coffee and tea. The survey also revealed that 91% of Gen Z respondents have discarded apparel due to stains.
Staining advice hasn’t fundamentally changed—scrape away excess, soak in soapy cold water, then wash. But Gen Z’s evolving stain mix has prompted scientists at Unilever’s Port Sunlight labs to adjust Persil and Surf formulations so they’re better equipped to tackle matcha and related pigments.
This isn’t Unilever’s first adjustment in response to changing routines. Last year, the company launched Wonder Wash, a Persil spinoff, to address the musty odors associated with gym gear in an era of remote work and ubiquitous athleisure. With more people wearing T‑shirts, joggers, and leggings daily, the need to combat smells became as important as removing visible stains.
Unilever will update the stain index annually to stay ahead of new offenders and guide ongoing product development.
Top 10 emerging Gen Z stains (percentages indicate respondents reporting the issue):
- Matcha (39%)
- Aperol/Cocktails (38%)
- Lipstick/Bronzer (37%)
- Protein shakes/Sports drinks (35%)
- Bubble tea (35%)
- Nail polish (35%)
- Sriracha/Hot sauces (34%)
- Deodorant (33%)
- Makeup/Foundation (32%)
