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Washers and Dryers - UK - July 2011

“The pace of change in laundry appliances has been breathtaking as manufacturers have pushed the boundaries of capacity, energy efficiency and functionality. New models wash the clothes faster than before and at lower temperatures and incorporate technology that takes the guesswork out of selecting the best programme, or deciding how much detergent to use. But, as more and more advanced features are incorporated into mid-market products, manufacturers need to find even more ways to differentiate their ranges in order to grow market share.

Consumers seem to really understand the advantages of looking for new washers or dryers that save on their household bills and so higher energy and water ratings that can make significant savings on household budgets are a key selling point in today’s economy. So ever-more effort is likely to be invested in pushing the boundaries of efficiency and eco-performance.

For the future we expect style, colour and design to play a more important role in creating demand for washers and dryers, as washers take a central position in the kitchen area.”

– Neil Mason, Head of Retail Research

In this report we answer the key questions:

Are laundry appliances being replaced less frequently?

What are manufacturers doing to add value in washing machines and tumble dryers?

How much is online shopping influencing sales of washing machines and tumble dryers?

Do consumers understand the latest innovations and how will this influence their purchasing?

Will the shift towards smaller homes stimulate sales of combined washer dryers?

Definition:

This report profiles the market for laundry appliances (washing machines, combined washer dryers and tumble dryers) in the UK. It includes countertop washing machines for domestic use.

Vented tumble dryers do not need to be plumbed in, but users need to put the vent (usually a hose) through a wall or simply draped through an open window, so that the steam can be vented away.

Condensing tumble dryers remove moist air from the drum and cool it inside the machine. The water is then collected in a container – which needs to be removed and emptied regularly. Some condenser machines can be plumbed in, making them even more convenient.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Market for washing machines, by value, 2006-16
              • Figure 2: market for tumble dryers, by value, 2006-16
            • Washing machines essential
              • Post-VAT trough in demand
                • Market factors
                  • Must have a washing machine
                    • More choices about drying
                      • Desire to cut the bills
                        • Internet has redefined ways to shop
                          • More homes but smaller homes
                            • Companies, brands and innovation
                              • Figure 3: Estimated manufacturer shares of washing machines, by volume, 2008 and 2010
                            • Hugely innovative market
                              • Sensor technology and more
                                • More convenience
                                  • Retail distribution
                                    • Figure 4: Sales of washing machines and tumble dryers, by type of retailer, by value, 2011
                                  • The consumer
                                    • Six-year replacement cycle
                                      • Energy and water savings dominate reasons for choice
                                        • Figure 5: Factors important in choice of washing machines, May 2011
                                      • Use of the internet touches the shopping process
                                        • Figure 6: Attitudes towards shopping for washers, dryers or tumble dryers, May 2011
                                      • What we think
                                      • Issues in the Market

                                          • Are laundry appliances being replaced less frequently?
                                            • What are manufacturers doing to add value in washing machines and tumble dryers?
                                              • How much is online shopping influencing sales of washing machines and tumble dryers?
                                                • Do consumers understand the latest innovations and how will this influence their purchasing?
                                                  • Will the shift towards smaller homes stimulate sales of combined washer dryers?
                                                  • Future Opportunities

                                                      • Trend: Re-teching the Past
                                                        • Trend: Eco and Ego
                                                        • Internal Market Environment

                                                          • Key points
                                                            • High ownership of laundry appliances
                                                              • Figure 7: Trends in ownership of large domestic kitchen appliances, 2006-10
                                                            • Gardens provide space for outdoor drying
                                                              • Figure 8: Trends in type of property lived in and garden ownership, 2006-10
                                                            • Having a garden does not depress dryer ownership
                                                              • Figure 9: Ownership of large domestic kitchen appliances, by garden ownership, 2010
                                                            • Electricity prices
                                                              • Figure 10: Change in cost of consumer electricity, January 2008-March 2011
                                                            • Appliance prices holding steady
                                                              • Figure 11: Consumer Price Indices for large domestic appliances (white goods), January 2008-March 2011
                                                          • Broader Market Environment

                                                            • Key points
                                                              • People’s love of buying appliances in decline
                                                                • Figure 12: Trends in agreement with attitudinal statements – the kitchen and the home, 2006-10
                                                              • Online society
                                                                • Figure 13: Broadband penetration, 2004-10
                                                                • Figure 14: Broadband penetration, by age and socio-economic group, 2010
                                                              • Economic indicators
                                                                • Figure 15: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                                              • Smaller households
                                                                • Figure 16: UK households, by size, 2006-16
                                                              • More homes will boost demand
                                                                • Figure 17: Ownership of laundry appliances, by size of household, 2010
                                                              • Upwardly mobile population
                                                                • Figure 18: Forecast adult population trends, by socio-economic group, 2006-16
                                                              • AMDEA aims to shorten replacement cycle
                                                                • Energy saving recommend
                                                                  • Environmental compliance
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Highs and lows for spending on the home
                                                                        • Figure 19: Consumer spending on products for the home and garden, 2005-10
                                                                      • Home cooking on the rise
                                                                        • Price deflation improves affordability
                                                                          • Innovation and capacity drive demand in washing machines
                                                                            • More consumers using dry cleaners
                                                                              • Figure 20: Trends in use of dry cleaners, 2006-10
                                                                          • Strengths and Weaknesses in the Market

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Who’s Innovating?

                                                                                • Key points
                                                                                  • Innovation is driving demand
                                                                                    • Brave new world?
                                                                                      • Beads to do the washing
                                                                                        • Bosch raises the bar
                                                                                          • 6th Sense from Whirlpool
                                                                                            • Several players get bigger and more efficient
                                                                                              • Panasonic launches a ’50 shirt’ machine
                                                                                                • Samsung injects bubbles
                                                                                                  • Slimmer machines
                                                                                                    • Miele gives energy use feedback
                                                                                                      • Steam-driven machine saves on ironing
                                                                                                        • Samsung saves favourite cycle
                                                                                                          • Dryer uses steam to freshen and ’iron’
                                                                                                            • Bosch washer dryer uses less water
                                                                                                              • Panasonic machines stuffed with technology
                                                                                                                • Washing machines in the bathroom?
                                                                                                                • Market Size and Segmentation

                                                                                                                  • Key points
                                                                                                                    • Weak economy dampens demand
                                                                                                                      • Figure 21: Consumer spending on all washing machines, washer dryers and tumble dryers, 2006-11
                                                                                                                    • Washing machines dominate the market
                                                                                                                      • Figure 22: Consumer spending on laundry appliances, by category, by value, 2011
                                                                                                                      • Figure 23: Consumer spending on washing machines/combined washer dryers, 2006-11
                                                                                                                    • How important are washer dryers?
                                                                                                                      • Dryers take a tumble
                                                                                                                        • Figure 24: Consumer spending on tumble dryers, 2006-11
                                                                                                                      • Future
                                                                                                                        • Washing machines
                                                                                                                          • Figure 25: Consumer spend on washing machines, by value, 2006-16
                                                                                                                          • Figure 26: Consumer spend on washing machines, by volume, 2006-16
                                                                                                                          • Figure 27: Consumer spend on tumble dryers, by value, 2006-16
                                                                                                                          • Figure 28: Consumer spend on tumble dryers, by volume, 2006-16
                                                                                                                      • Companies and Products

                                                                                                                        • Key points
                                                                                                                          • Manufacturer shares
                                                                                                                            • Figure 29: Manufacturer shares of washing machines, by volume, 2008 and 2010
                                                                                                                            • Figure 30: Manufacturer shares of tumble dryers, by volume, 2008 and 2010
                                                                                                                          • Companies
                                                                                                                            • Beko Plc
                                                                                                                              • BSH Group
                                                                                                                                • Candy Hoover
                                                                                                                                  • Electrolux Group
                                                                                                                                    • Indesit UK
                                                                                                                                      • LG Electronics
                                                                                                                                        • Panasonic
                                                                                                                                          • Whirlpool
                                                                                                                                            • Other
                                                                                                                                              • Miele
                                                                                                                                                • Bush
                                                                                                                                                  • Appliance365
                                                                                                                                                    • Crosslee
                                                                                                                                                      • Dyson
                                                                                                                                                        • Caple
                                                                                                                                                          • GDHA
                                                                                                                                                            • Gorenje
                                                                                                                                                              • Haier
                                                                                                                                                              • Channels to Market

                                                                                                                                                                • Key points
                                                                                                                                                                  • John Lewis stands out in tough competitive environment
                                                                                                                                                                    • Figure 31: Sales of washing machines and tumble dryers, by type of retailer, by value, 2011
                                                                                                                                                                  • Argos excels with multichannel offer
                                                                                                                                                                    • Supermarkets raise their game in non-foods
                                                                                                                                                                      • Internet fuels growth of online shopping
                                                                                                                                                                        • Shopping activity in context
                                                                                                                                                                          • Figure 32: Products bought for the home and shopping patterns, March 2011
                                                                                                                                                                        • Other mixed-goods retailers
                                                                                                                                                                          • Selling online via partnerships
                                                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Advertising has halved in four years
                                                                                                                                                                                • Figure 33: Advertising expenditure for washers and dryers, 2007-10
                                                                                                                                                                              • Advertising dominated by press and TV
                                                                                                                                                                                • Figure 34: Advertising expenditure, by media type, 2007-10
                                                                                                                                                                                • Figure 35: Advertising expenditure of top advertisers, 2007-10
                                                                                                                                                                              • Advertising specifics
                                                                                                                                                                              • The Consumer – Ownership and Purchasing Intentions

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Ownership increases across all categories
                                                                                                                                                                                    • Figure 36: Trends in ownership and purchasing of laundry appliances, 2006-10
                                                                                                                                                                                  • Ownership and purchasing for Mintel research sample
                                                                                                                                                                                    • Figure 37: Comparison of ownership figures for TGI vs Mintel sample, May 2011
                                                                                                                                                                                  • Ownership and purchasing, May 2011
                                                                                                                                                                                    • Figure 38: Ownership and purchasing intentions for washing machines, washers/dryers and tumble dryers, May 2011
                                                                                                                                                                                  • Almost universal ownership for washing machines
                                                                                                                                                                                    • Just over a quarter own washers and dryers
                                                                                                                                                                                      • About half own a tumble dryer
                                                                                                                                                                                      • The Consumer – What People Want From Washing Machines and Tumble Dryers

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Factors influencing choice
                                                                                                                                                                                            • Figure 39: Features considered important when choosing washing machines, May 2011
                                                                                                                                                                                          • Eco or cost saving?
                                                                                                                                                                                            • Need for speed
                                                                                                                                                                                              • Factors influencing choice of tumble dryers
                                                                                                                                                                                                • Figure 40: Features considered important when choosing tumble dryers, May 2011
                                                                                                                                                                                              • Efficiency and speed dominate
                                                                                                                                                                                                • Freedom from ironing
                                                                                                                                                                                                  • Hushed tones
                                                                                                                                                                                                    • Big capacity
                                                                                                                                                                                                      • Condensing
                                                                                                                                                                                                        • Settings
                                                                                                                                                                                                          • Extended guarantees
                                                                                                                                                                                                          • The Consumer – How They Shop for Laundry Appliances

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Shopping for laundry appliances
                                                                                                                                                                                                                • Figure 41: Shopping for washers, dryers or tumble dryers, May 2011
                                                                                                                                                                                                              • Just look online
                                                                                                                                                                                                                • No brainer to get a good deal
                                                                                                                                                                                                                  • What shops have to offer
                                                                                                                                                                                                                    • After-sales
                                                                                                                                                                                                                      • Extended warranties
                                                                                                                                                                                                                        • Doing it on the cheap?
                                                                                                                                                                                                                        • The Consumer – Attitudes towards Washing Machines and Tumble Dryers

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Attitudes towards washing machines and tumble dryers
                                                                                                                                                                                                                              • Figure 42: Attitudes towards washing machines and tumble dryers, May 2011
                                                                                                                                                                                                                            • Hang on until the last minute
                                                                                                                                                                                                                              • Thrifty usage
                                                                                                                                                                                                                                • Brands matter
                                                                                                                                                                                                                                  • Trusted reviews
                                                                                                                                                                                                                                    • Families a core target group
                                                                                                                                                                                                                                      • Matching products unpopular
                                                                                                                                                                                                                                        • Premium products
                                                                                                                                                                                                                                        • The Consumer – Target Groups

                                                                                                                                                                                                                                          • Five main kinds of consumer
                                                                                                                                                                                                                                              • Figure 43: Target groups for washing machines and tumble dryers, May 2011
                                                                                                                                                                                                                                            • Brand Loyal (18%)
                                                                                                                                                                                                                                                • Figure 44: Features considered important when choosing washing machines – Brand Loyal, May 2011
                                                                                                                                                                                                                                                • Figure 45: Features considered important when choosing tumble dyers – Brand Loyal, May 2011
                                                                                                                                                                                                                                              • Frugal Users (21%)
                                                                                                                                                                                                                                                  • Figure 46: Features considered important when choosing washing machines – Frugal Users, May 2011
                                                                                                                                                                                                                                                  • Figure 47: Features considered important when choosing tumble dyers – Frugal Users, May 2011
                                                                                                                                                                                                                                                • Menders (15%)
                                                                                                                                                                                                                                                    • Figure 48: Features considered important when choosing washing machines – Menders, May 2011
                                                                                                                                                                                                                                                    • Figure 49: Features considered important when choosing tumble dyers – Menders, May 2011
                                                                                                                                                                                                                                                  • Keep-it-going (33%)
                                                                                                                                                                                                                                                      • Figure 50: Features considered important when choosing washing machines – Keep-it-going, May 2011
                                                                                                                                                                                                                                                      • Figure 51: Features considered important when choosing tumble dyers – Keep-it-going, May 2011
                                                                                                                                                                                                                                                    • Researchers (14%)
                                                                                                                                                                                                                                                        • Figure 52: Features considered important when choosing washing machines – Researchers, May 2011
                                                                                                                                                                                                                                                        • Figure 53: Features considered important when choosing tumble dyers – Researchers, May 2011
                                                                                                                                                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                                                                                                                                                        • Figure 54: Broadband penetration, by demographics, 2004-10
                                                                                                                                                                                                                                                        • Figure 55: Trends in the age structure of the UK population, 2006-16
                                                                                                                                                                                                                                                      • Growing affluence
                                                                                                                                                                                                                                                        • Figure 56: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                                                                                                                                                                                    • Appendix – The Consumer – Ownership and Purchasing Intentions

                                                                                                                                                                                                                                                        • Figure 57: Ownership and purchasing intentions for washing machines, by demographics, May 2011
                                                                                                                                                                                                                                                        • Figure 58: Ownership and purchasing intentions for tumble dryers, by demographics, May 2011
                                                                                                                                                                                                                                                        • Figure 59: Ownership and purchasing intentions for washers/dryers, by demographics, May 2011
                                                                                                                                                                                                                                                    • Appendix – The Consumer – What People Want from Washing Machines and Tumble Dryers

                                                                                                                                                                                                                                                        • Figure 60: Most popular features considered important when choosing washing machines, by demographics, May 2011
                                                                                                                                                                                                                                                        • Figure 61: Next most popular features considered important when choosing washing machines, by demographics, May 2011
                                                                                                                                                                                                                                                        • Figure 62: Most popular features considered important when choosing tumble dryers, by demographics, May 2011
                                                                                                                                                                                                                                                        • Figure 63: Next most popular features considered important when choosing tumble dryers, by demographics, May 2011
                                                                                                                                                                                                                                                    • Appendix – The Consumer – How they Shop for Washing Machines and Tumble Dryers

                                                                                                                                                                                                                                                        • Figure 64: Most popular shopping for washers, dryers or tumble dryers, by demographics, May 2011
                                                                                                                                                                                                                                                        • Figure 65: Next most popular shopping for washers, dryers or tumble dryers, by demographics, May 2011
                                                                                                                                                                                                                                                    • Appendix – The Consumer: Attitudes towards Washing Machines and Tumble Dryers

                                                                                                                                                                                                                                                        • Figure 66: Most popular attitudes towards washing machines and tumble dryers, by demographics, May 2011
                                                                                                                                                                                                                                                        • Figure 67: Next most popular attitudes towards washing machines and tumble dryers, by demographics, May 2011
                                                                                                                                                                                                                                                    • Appendix – The Consumer – Target Groups

                                                                                                                                                                                                                                                        • Figure 68: Ownership and purchasing intentions for washing machines, washers/dryers and tumble dryers, by target groups, May 2011
                                                                                                                                                                                                                                                        • Figure 69: Features considered important when choosing washing machines, by target groups, May 2011
                                                                                                                                                                                                                                                        • Figure 70: Features considered important when choosing tumble dryers, by target groups, May 2011
                                                                                                                                                                                                                                                        • Figure 71: Shopping for washers, dryers or tumble dryers, by target groups, May 2011
                                                                                                                                                                                                                                                        • Figure 72: Attitudes towards washing machines and tumble dryers, by target groups, May 2011

                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                                                                                    • Beko UK Ltd
                                                                                                                                                                                                                                                    • BSH Home Appliances Corporation [Bosch]
                                                                                                                                                                                                                                                    • Combined Independents Holdings Ltd
                                                                                                                                                                                                                                                    • Comet Group Ltd
                                                                                                                                                                                                                                                    • Creda
                                                                                                                                                                                                                                                    • Currys
                                                                                                                                                                                                                                                    • Electrolux
                                                                                                                                                                                                                                                    • Empire Direct PLC
                                                                                                                                                                                                                                                    • Energy Saving Trust
                                                                                                                                                                                                                                                    • Euronics UK (C.I.H)
                                                                                                                                                                                                                                                    • General Electric Company
                                                                                                                                                                                                                                                    • Glen Dimplex UK Ltd
                                                                                                                                                                                                                                                    • Home Retail Group
                                                                                                                                                                                                                                                    • Hoover Ltd
                                                                                                                                                                                                                                                    • Hotpoint Appliances
                                                                                                                                                                                                                                                    • House of Fraser Plc
                                                                                                                                                                                                                                                    • Indesit Company
                                                                                                                                                                                                                                                    • John Lewis Partnership
                                                                                                                                                                                                                                                    • LG Electronics (UK)
                                                                                                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                                                                                                    • Miele Inc
                                                                                                                                                                                                                                                    • Neff
                                                                                                                                                                                                                                                    • Panasonic
                                                                                                                                                                                                                                                    • Robert Bosch Ltd
                                                                                                                                                                                                                                                    • Samsung Electronics (UK) Ltd
                                                                                                                                                                                                                                                    • Siemens plc
                                                                                                                                                                                                                                                    • Whirlpool Corporation
                                                                                                                                                                                                                                                    • Zanussi

                                                                                                                                                                                                                                                    Washers and Dryers - UK - July 2011

                                                                                                                                                                                                                                                    £1,995.00 (Excl.Tax)