Quantifying avoided emissions: how Fairy’s brilliant cleaning performance in short / quick programmes (< 55 mins) can support more sustainable dishwashing

For several years, Fairy has highlighted the potential benefits of switching from auto/normal dishwasher programmes to short programmes through its advertising. This approach is underpinned by consumer research showing that more than three-quarters of UK consumers agree or strongly agree that a cycle under one hour is useful in their household (2026 survey, n = 1,045).

However, cleaning performance on short programmes can vary considerably across different machine types and wash settings. To address this, Fairy 30 Minute Miracle and Fairy Platinum Plus are specifically formulated to deliver brilliant cleaning performance in short programmes, offering consumers a convenient and dependable alternative to longer cycles.

Have you heard of “avoided emissions”? Put simply, avoided emissions are greenhouse gas emissions that can be prevented when a lower-carbon solution is used instead of a higher-emitting alternative. When it comes to dishwashing, one example is choosing a short programme instead of an auto/normal programme.

To explore the potential environmental impact of this proposed behavioural shift, Fairy partnered with the World Business Council for Sustainable Development (WBCSD) to assess the CO₂ emissions avoided by this approach between 2022 and 2025. The case study also estimated the potential avoided emissions if all Fairy users in the UK who currently use auto/normal programmes switched to short programmes, based on the assumptions used in the analysis. For those interested in exploring the methodology and data in more detail, the full case study is available on the WBCSD website here.

The analysis builds on independent life cycle assessment (LCA) research comparing different dishwasher programmes and detergent formulations. The research found that using an improved detergent formulation in a short programme can reduce the environmental impact of dishwashing compared with using a base formulation in an auto/normal programme. The size of the reduction varies by country. For the UK, under the conditions assessed in the study, switching from a normal/auto programme to a short programme was estimated to save up to 31% of CO₂ emissions (Mankad et al., 2025, Tenside Surfactants Detergents). The case study combined this reduction with year-on-year sales data for Fairy Platinum Plus and programme usage to produce the following estimates:

1. Up to 8.8 kt of CO₂ emissions avoided between 2022 and 2025: for context, this is equivalent to the annual carbon footprint of around 880 people in the UK based on Defra's 2023 UK consumption-based emissions estimate, which assumes a carbon footprint of approximately 10 tCO₂ eq. per person.
2. Up to 42 kt of CO₂ emissions could potentially be avoided annually: if all Fairy users in the UK who currently use auto/normal programmes switched to short programmes (figure based on 2025 data).

Why detergent choice matters in short-cycle cleaning

To understand how detergent performance can help households achieve effective cleaning in shorter dishwasher programmes, it is useful to consider Sinner’s Circle. Developed by chemical engineer Herbert Sinner in 1959, Sinner’s Circle is a widely used model in cleaning science. It describes four interacting factors that influence cleaning performance:

1. Time
2. Temperature
3. Mechanical action
4. Chemical action

The principle is that cleaning performance depends on the interaction between these four factors. Reducing one factor, such as time, may require changes to one or more of the others to maintain cleaning performance. The relationship is not identical in every cleaning process: the effectiveness of each factor depends on the product, the type of soil and the conditions of use.

Short dishwasher programmes reduce the time available for cleaning and often have different temperature profiles and water management strategies compared to longer programmes. This places more challenging demands on detergent formulations, which need to perform effectively within the programme’s operating conditions.

One way to support effective short-cycle cleaning is through detergent formulation. Enzymes and other cleaning ingredients can help break down food residues and remove grease, while the formulation’s dissolution and release characteristics influence how effectively the ingredients work during the wash.

Both Fairy Platinum Plus and Fairy 30 Minute Miracle are designed to deliver brilliant cleaning performance in all cycles, including short programmes. This can help consumers make use of shorter programmes, which can offer a lower-impact alternative to auto/normal programmes under the conditions assessed in the LCA research.

Making lower-impact dishwashing more convenient

More sustainable habits are easier to adopt when they fit into everyday life. Short dishwasher programmes can offer a convenient alternative to longer programmes, while effective detergent formulations can help maintain cleaning performance under shorter wash conditions.

The LCA research provides a scientific basis for assessing the environmental differences between defined dishwashing scenarios. The WBCSD case study extends this work by estimating the potential implications of greater short cycle adoption in the UK. Although the headline figures depend on modelling assumptions and should not be interpreted as directly measured reductions, they illustrate how product performance and consumer behaviour can work together to create opportunities for lower-impact and more convenient dishwashing.