laundry


Long-term savings and time-saving features


With significant market penetration in the UK, home laundry appliances are a significant sector for many retailers. Gregor Muir spoke to industry experts to examine some of the trends driving consumer interest


H


ouseholds are constantly looking for areas where they can save money,” says Beko laundry product


manager Laura Selten. “While upgrading your washing machine to an eco-friendly and energy efficient model presents an initial cost, the long-term savings are extremely beneficial.” She adds: “For the first time in five years,


average earnings have overtaken inflation, and now that people have extra money to buy a new appliance, they want to ensure it will deliver great value for money.” Haier UK & Ireland marketing and product specialist Twarita Arya agrees: “Consumers typically want to curb costs and favour convenience, which puts capacity high on the list of current buying trends. Similarly, with eco- appliances no longer the exception to the rule, people are more conscious than ever about energy ratings.”


With eco-appliances


no longer the exception to the rule, people are more conscious than ever about energy ratings


Gorenje UK national sales manager Stuart Benson adds: “Current consumer buying trends tend to be very focused on energy ratings, capacity, running costs and indeed colour - which many buyers are using to make stand-out features of their appliances.” Laura continues: “At Beko we continue to


work closely with the Energy Saving Trust whose recent research shows that the cost of running kitchen appliances makes up nearly half of the annual electricity bill, which on average is now £615. In addition, recent Mintel research shows that 62% of consumers are likely to consider ‘Green’ factors when purchasing large appliances. “Our Beko EcoSmart washing machines


can save up to £195 in energy bills over 10 years as well as improving washing results thanks to smart technologies such


28 | www.innovativeelectricalretailing.co.uk


as AquaFusion which helps to reduce detergent wastage,” she adds. “The new WMG10454W and WMG11464W washing machines both offer an A+++ energy rating giving 40% better performance than an A rated model.” Hoover Candy UK freestanding division trade


marketing director Steve Macdonald comments: “Sales of laundry appliances are strong, with appliances that offer greater convenience, time- saving features and flexible programmes, the most popular amongst consumers. “We’ve identified three key opportunities


that we expect to be big trends in 2015, all of which apply to all kitchen appliances, laundry appliances included,” Steve continues. “The first is large capacity; as champions of large load appliances we have seen a growing demand for products that offer greater flexibility and a larger capacity, particularly with dishwashers, laundry appliances and ovens. Our innovative Hoover All in One washing machine is the perfect example of how we meet this demand. The machine enables users to wash coloured fabrics along with whites in the same wash, without the risk of colours running. This machine is available up to 11kg capacity and allows users to wash as many as 55 shirts or 14 large towels in one go.”


He adds: “We also predict


Wi-Fi to be a huge trend for 2015, as it has the potential to enhance consumers daily lives and take the chore out of household duties. Manufacturers have already started creating Wi-Fi enabled products that allow the consumer to control a single appliance via their phone/tablet. However we predict 2015 will see the rise of the ‘connected home’ that will allow consumers to activate all of their kitchen appliances through one single app. Touch control is


something that consumers expect from their high-end kitchen appliances, however in 2015 we anticipate that it will be a feature that is in high-demand. As product design evolves touch control gives an appliance a much more modern look, and allows for easy operation – two very important criteria for consumers.” Gorenje has also pinpointed areas to target in


laundry. Stuart comments: “We have identified two main opportunities in this market; colour and technology. With the rise of style savvy consumers looking to make stand out features of their appliances through the use of bright colours we launched Colour Edition. Our Colour Edition range offers washing machines and accompanying dryer models in a choice of 7kg and 8kg capacity that are available in black, red and orange. “With regards to technology our laundry appliances are packed with leading features, perfect for modern lifestyles demanding quick turnarounds and flexibility,” he adds. “Gorenje’s advanced and superior line models perfectly compliment busy lifestyles, featuring the advanced GreenCare technology – a total weight sensor and inverter power drive that weighs.


Steam generators from manufacturers such as Tefal enjoyed 26% value growth last year


March 2015


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