laundry
Connectivity the new buzz in the laundry market
L
aundry appliances have been a mainstay of the major domestic appliance (MDA) market in recent
years, and despite some fall back in sales in 2018, results overall seem to be heading in a positive direction. According to Jennifer Taylor, Head of Brand at Hotpoint, freestanding models are leading the charge: “The market for laundry appliances has seen a continued increase in demand for freestanding models, with built-in models declining by two per cent in value of sales.” Sara Bazeley, Brand Manager at Indesit,
agrees. “The laundry market continues to grow in both volume and current value terms. Indesit is a leading player in this category, with a volume share of 27 per cent. Indesit laundry appliances are designed for hardworking households that need a simple and reliable approach to laundry, this need resonates with various consumers
and so the brand is able to retain a strong position within the market. According to a recent Kantar report, Indesit is the top brand considered for dyers in the value segment of the market, with a total awareness score of 76 per cent. “The home laundry appliance category is the only major domestic appliance category where freestanding models are outperforming built-in appliances, with freestanding washer dryers holding the strongest volume growth.” However, for Steve Macdonald, business
director, Freestanding Division, Hoover Candy UK, there has been a certain softness apparent in sales over the year. “The latest AMDEA data shows a fall in total laundry sales - with a 4.5 per cent decline in MAT figures. Largely down to general market uncertainty – with impending Brexit negotiations, concerns about the strength of the economy and the possibility of job
loses is leading people to be more careful with personal finances.”
The connected home So despite some (to be expected) Brexit- related turbulence, what is driving this general uptick in sales? According to Tailang Bu, Laundry Category Marketing Manager at Whirlpool: “Smart technology within the home has really started to take off, piquing the interest of the consumer and starting to drive the sales of washing machines and tumble dryers. Washing machines are leading the way within the market for connected appliances, with volume and value soaring by 518 per cent and 485 per cent respectively. “In the premium segment of the market, where Whirlpool is positioned, there is a keen awareness and interest in innovative and cutting-edge technology amongst consumers. This is certainly a key factor and influence that
As consumers’ home become smarter, manufacturers are looking to capitalise on this increased connectivity with smart appliances.
Hotpoint ActiveCare washing machines are tough on stains and kind to clothes, offering the user the best-in-class for stain removal, removing more than 100 stains at just 20˚C 22 |
www.innovativeelectricalretailing.co.uk February / March 2019
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