Stain trends are shifting Britain’s laundry room headlines—from curry and red wine to the vibrant world of modern pigments. In a nod to Gen Z’s love affair with matcha lattes, Aperol spritzes, and bubble tea, detergents are being reformulated to tackle these newer stains just as aggressively as traditional culprits once did.
As we step into a season of year-end awards—think BBC Sports Personality and Pantone’s 2026 color pick, a crisp white called “Cloud Dancer”—matcha has earned the dubious title of “stain of the year.” This honor comes from Unilever’s inaugural Stains Index, a look at evolving stains driven by shifting lifestyles and cultural trends.
Matcha, Aperol, and bubble tea now top the list of problem stains, signaling not only what people are consuming but how those choices reflect a broader cultural moment—especially among Gen Z, who often start their mornings with a matcha latte and accessorize with bold, colorful beverages.
Donna Macnab, Unilever’s director of laundry research and development, describes stains like matcha and Aperol as highly pigmented. The bright pigments—such as the chlorophyll in matcha—penetrate fibers, making removal more challenging. Historically, detergents focused on outdoor stains like mud and grass, but Macnab notes that while those stains persist, new pigments and residues push brands to continually adapt formulas as lifestyles evolve.
To create the index, Unilever surveyed 2,000 UK adults about their most troublesome stains, balancing traditional marks (blood, mud, grass) with contemporary ones (Aperol, glitter, matcha). The findings suggest younger generations endure more staining overall, with 70% of Gen Z reporting weekly staining versus 16% of boomers.
Among Gen Z, matcha led the pack with 39% reporting stubborn green marks, followed by Aperol at 38%. Other notable trends included hot sauces like sriracha (34%). Although red wine and curry sauce remained the most troublesome overall (both at 47%), Gen Z individuals reported more issues with fast-food grease (40%) and coffee/tea (29%). The survey also revealed that 91% of Gen Z had discarded clothing due to staining.
According to Macnab, many younger people lack stain-removal know-how, though basic tips—scrape excess, soak in soapy cold water, then launder—still apply. Beyond food and drink, beauty routines contribute to stains too, with makeup and fake tan ranking high on the lifestyle-stain list.
In response, researchers at Unilever’s Port Sunlight laboratories have adjusted Persil and Surf formulas to better cope with matcha stains. This evolution continues a pattern: last year, Unilever launched Wonder Wash, a Persil spin-off, to address the musty odors associated with gym wear—an issue linked to the rise of remote work and the ubiquity of athleisure clothing.
As remote work persists and daily wear leans toward T-shirts, joggers, and leggings, odors—from sweat to body oils—have become the new frontier for laundry science. The Stains Index will be updated annually to reflect fresh stains and guide ongoing product development.
Top 10 emerging stains for Gen Z
- 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%)
