The Tefal IXEO steam cleaner.

The non-traditional ironing market sector has seen a massive 121 per cent year-on-year growth which, moving through 2020, is set to continue.


Whirlpool’s Supreme Care Live Tumble Dryer.

cooking programmes, a fast pre-heating function and its own patented 6th SENSE technology for intuitive ease of use. The oven will sense the mass of food in the oven and automatically monitor and adjust the cooking time and temperature, helping to keep energy usage under control. On the topic of efficiency, many consumers

are under the impression that dishwashers use a lot of water and energy. However, many modern dishwashers use as little as nine litres of water to clean a full load, much less than washing by hand, which typically uses between 40 and 60 litres. Says Whirlpool’s Brand Manager, Charmaine

Warner: “Whirlpool dishwashers are designed to exacting standards and our 6th SENSE technology senses the level of soiling and automatically adjusts the wash cycle and pressure, saving up to 50 per cent in energy.”

Home appliances have helped consumers save

precious time over many years, and now today’s modern products are building on this idea. For example, an increasing number of people are looking for an easier way to iron as they are busier than ever before.

The non-traditional ironing market sector has a year-to-date value of £3.16 million (Jan – June 2019).

A Whirlpool fully integrated dishwasher.

This is a massive 121 per cent year-on-year growth which, moving through 2020, is set to continue. Tefal’s new IXEO taps into the demand for intelligent, space-saving technology, whilst eliminating the chore-factor of garment care and inconvenient storage.

“IXEO boasts an ultra-lightweight powerful steam

iron, an integrated smart board for versatile usage and a portable steam unit for household touch-ups,” explains Komal Sawley, Senior Product Manager, Groupe SEB UK.

“An all-in-one solution, with 1,600w of power and five bars of steam, IXEO is useful for fast and effective crease removal. The key users of these products are younger people or those without children. Handheld garment steamers are significantly driving the ‘alternative crease removal tool’ market.”

What you got cookin? Cooking is an increasingly popular pastime, stimulated by the large number of cooking shows on television. These have excited consumers and, at the same time, have educated them. Yet with the living space of the home morphing into one open-plan vista, and with the trend for entertaining at home showing no signs of abating, the popularity of built-in appliances is expected to grow, creating the must-have seamless appearance that integrates across the living space. When it comes to the actual configuration of the consumer’s kitchen area, Bill Miller explains: “A recent trend has been to create a larger kitchen that combines the dining and living area, while over a third of consumers wanted to create more worktop space. “There is a continuing demand for soft and

pale grey tones for the furniture, while there is an enduring popularity for the contemporary handle- less kitchen furniture design. “The styles and colours for kitchen furniture trends

were highlighted on a recent visit to the renowned European Küchenmeile Fair in Germany. We saw the emergence of the entire open plan living space becoming further integrated by the installation of the

same furniture range throughout.” Colour trends for different homes certainly develop independently. When re-designing a kitchen both current trends and longevity are taken into account by the consumer.

Lee Collett, Channel Controller at KitchenAid, states that “stainless steel is synonymous with the professional kitchen and is always on trend to those who are serious about food”.

He continues: “Many consumers wish to make a statement and add colour to the neutral ton es that are in vogue in numerous homes today, with colourful small domestic appliances. The KitchenAid stand mixer is available in a variety of colours, from the bold Empire Red to the soft Silk Pink.” Mr Miller agrees: “The colour trend remains grey and white, with little interest in brighter colours, except as a focus feature. Although, it is interesting to note that the black furniture door is emerging both in a matte and a textured finish. “Stainless steel will indeed remain relevant in kitchen design; in the most important areas of durability, hygiene and longevity it triumphs over any other material in the kitchen.” Mintel reported that more than a quarter of buyers make a decision to buy a major domestic appliance in just one to two days; however, consumers are becoming savvier and are undertaking more research before they buy.

Mr Macdonald adds: “Over 70 per cent of non- smart device owners are aware of connected home appliances, however do not know much about them, according to YouGov. As technology moves on, the wider understanding of products will develop. While Ms Warner says: “According to GfK, Baby Boomers are keen to adopt smart home technology because they understand it; millennials, on the other hand, think it is ‘cool’ and ‘trendsetting’. “There is still plenty of education and demonstration to be done, as we are a nation with deep concerns about the forth coming smart appliance and home revolution, despite the prospective cost savings and reduction of household bills.”

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