A report, commissioned by US-based Arch Chemicals, Inc., which manufactures anti-odour textile treatment Purista, claims that a higher percentage of men than women are willing to pay a premium for clothing and textiles treated for long-lasting freshness.

The survey of 2,000 US adults aged 18 to 64 revealed that 81% of adults lack awareness that freshness-enhancing treatments for clothing and textiles are available, yet 48% - including 51% of male consumers reported that, given the opportunity, they would be willing to pay more for clothing and textiles manufactured with freshness-enhancing treatments.

The study found that the freshness-treated garments men would be most interested in purchasing are socks (44%), shirts and tops (44%) and pants and slacks (42%).

Among female respondents, 45% reported they would be willing to pay more for treated versus untreated clothing and textiles, and expressed the strongest purchasing preference toward freshness-treated bed linens (60%), domestic towels (54%) and shirts and tops (48%).