laundry
is attributed to the performance of the home laundry market.” Hoover’s Steve Macdonald sees a similar
move towards smart appliances. “Smart and WiFi appliances have been growing in popularity for some time now but recently, adaptive technology in the form of artificial intelligence is being incorporated into product designs. “AI filtered through to lots of household appliances in 2018 and laundry models are leading the way in utilising the technology in the most innovative and beneficial ways. The Hoover AXI washing machine, for example, uses voice activation technology and was the first in the UK that could talk directly to the machine using Amazon Alexa or Google Home, as well as having the functionality to control the model using an app on a smart phone.” Ros Collins, Category Manager, Home
Laundry at BSH Home Appliances Ltd, is looking to make connected appliances even more attractive to consumers. “Connectivity is a focus for laundry for BSH this year. By using the Home Connect app, consumers can ensure they always get the right programme on their connected Bosch or Siemens washing machine or dryer.”
The future will continue
to be about reducing resource consumption, protecting the environment and making life easier for the consumer
Other factors at play Of course, it’s not just connectivity which is driving the market – there are other factors at play, as Luke Harding, Head of Electrical Retail at AEG UK, explains. “Consumers are increasingly considering laundry to be more than just washing and drying of their clothes. There is a genuine interest in caring for your clothes, whether it be a special outfit or your everyday pair of jeans. As such, they are willing to pay slightly more for appliances that give them the best results wash after wash. The latest AEG laundry range is fitted with some world-first technologies and specialised programmes, allowing you to get the best out of your appliance, while caring for the fabric, colours and textures of your clothes. “There is also an increased focus on sustainability. Thanks to a variety of innovations in technology and products, lower temperature washing, and more energy- efficient appliances are now becoming the norm. Our AEG washing machines have an
exceptionally-high energy rating of A+++ and are packed with energy saving technologies. Available on select models, our ProSense technology automatically measures each load to provide a tailored, precisely-timed wash for your clothes. This ensures that the appliance is only using the amount of energy and water that it needs. “Other innovations, such as our pioneering
SoftWater technology, allow for further energy savings by washing at lower temperatures. This feature eliminates the impurities in water that can be harsh on fabrics. Detergents mix more effectively with water to deliver thorough cleaning at low temperatures. In addition, this gentler garment care means that blacks stay black and bold colours remain as deep as the day you bought them.” Hotpoint’s Jennifer Taylor agrees that consumers remain interested in improvements on traditional laundry processes. “Research into consumer preferences has found that stain removal, protection of clothes and quicker wash cycles are purchase drivers within the market for laundry 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. “This distinction is achieved by a series of
three different ActiveCare technologies. The family of three technologies, Active Mousse, Active Drum and Active Load, work together to remove tough and stubborn stains. ActiveCare technology makes sure clothes are well looked after, caring for both the laundry and its colours, while ensuring the very best stain removal. “Active Mousse pre-mixes the water with the laundry detergent, before it enters the washing machine drum, which increases the machine’s cleaning power by up to 60 per cent at just 20˚C. The pre-mixing of water with the detergent creates a mousse, which penetrates the laundry quicker than traditional
cleaning methods, massaging the clothes clean. Stains no longer require pre-treatment, saving you money on dedicated pre-treatment stain removers.
Research into consumer
preferences has found that stain removal, protection of clothes and quicker wash cycles are purchase drivers within the market for laundry appliances
“The Active Drum is driven by a motor that
creates 10 different drum motions during a single wash cycle, each one specifically designed to treat a variety of different stains. Stains are removed in just one wash, ensuring further longevity and protection of all of your laundry. “Finally, Active Load takes care of the wash time and how much water the washing machine uses per cycle. This keeps water and electricity usage to a minimum, while making sure that the very best cleaning performance is achieved.” Laura Selten, Laundry Product Manager at
Beko Plc, argues that busy lives are having an impact on sales. “As people lead busier lives, we’ve noticed a trend for larger capacity models. Families want to spend less time doing chores, and more time with each other. So, to save time they’re looking to fit more into their machines to reduce the number of loads they need to put on.” For Stuart Netscher, Head of Category
for Laundry at Glen Dimplex Home Appliances, improving technology means consumers have more choice than ever. “Technological improvements are key in this category – whether that is efficiency
There is a keen awareness and interest in innovative and cutting-edge technology amongst consumers
February / March 2019
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