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Washers and Dryers - UK - June 2013

“The next generation of laundry appliances will use increasingly clever automation to improve convenience and performance, but consumers will need some time to adjust their thinking and trust their appliances to take decisions and get things right for them. Imagine trusting the machines to take the right choices about that brand new pair of jeans! Although technology is the main driver of innovation today, we believe that style, colour and design will grow in importance to people as more have open plan kitchens or make the kitchen a focus when welcoming guests into their homes.”

– Jane Westgarth, Senior Market Analyst

Some questions answered in this report include:

  • As energy prices stay high, will consumers alter their laundry habits?
  • What are the deciding factors that will influence choice of the next washing machine?
  • How much does style influence demand for washers and dryers?
  • How important is brand?
  • What is the outlook for sales of washing machines and tumble dryers?

Manufacturers of washing machines are adding innovative features to boost performance and to set themselves apart from competitors. Consumers are faced with an array of choices including the capacity, energy efficiency, water efficiency plus added programs and automation. But consumers tell us that they want simple machines that are easy to use. So marketing must balance the desire for simplicity with the technical advances of the modern machine.

Tumble dryers have an image of energy hungry devices that can run up huge bills. Fewer people have tumble dryers and those that do own one are cautious about using them. But more people will be living in flats so we foresee that demand for convenient ways to dry the washing will increase. New technology can slash the running costs of drying, so marketing needs to make people look again and appreciate the new possibilities.

People need help to understand how making an extra outlay for a more expensive (but more efficient) machine can be quickly recouped through the energy saved. This report takes a look at what people want from their washing machines and tumble dryers. It also tracks the latest developments in the market place as well as looking at what is shaping customer spending habits.

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


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Table of contents

  1. Introduction

      • Definitions
        • Excluded
          • Abbreviations
          • Trend Applications

              • Trend: Green and Lean
                • Trend: Rebirth of Cities
                  • Future Trend: Who needs humans?
                  • Executive Summary

                      • The market
                        • Figure 1: Consumer spend on laundry appliances, 2007-17
                        • Figure 2: Consumer spending on all washing machines, washer dryers and tumble dryers, 2007-13
                        • Figure 3: Laundry appliances, range available at selected retailers, May 2012
                      • Market factors
                        • Electricity prices have risen steeply
                          • Figure 4: Electricity price index, 2008-12
                        • Worry about costs suppresses demand for tumble dryers
                          • Convenient access to the internet fuels rise in shopping online
                            • Figure 5: Personal ownership of mobile phones, September 2012 and January 2013
                          • Housing sales pick up
                            • More 25-34s
                              • Companies, brands and innovation
                                • Figure 6: Washing machines distribution, by value, 2012 (est)
                                • Figure 7: Manufacturer shares of washing machines, 2012 (est)
                              • The consumer
                                • Brand map
                                  • Figure 8: Attitudes towards and usage of brands in the washer and dryer sector, April 2013
                                • Ownership and purchasing
                                  • Figure 9: Ownership of washing machines and tumble dryers, April 2012 and April 2013
                                • Women most likely to be responsible for the household washing
                                  • Figure 10: Responsibility for doing the washing, by gender, April 2013
                                • Top factors affecting choice of laundry appliances
                                  • Figure 11: Factors influencing the purchase of next laundry appliance, top six, April 2013
                                • Choosing the next washing machine
                                  • Figure 12: Features influencing choice of next washing machine, top six, April 2013
                                • Selecting the next tumble dryer
                                  • Figure 13: Factors influencing choice of next tumble dryer, top six, April 2013
                                  • Figure 14: Attitudes to doing the laundry, top seven, April 2013
                                  • Figure 15: Customer target groups for washers and dryers, April 2013
                                • What we think
                                • Issues in the Market

                                    • As energy prices stay high, will consumers alter their laundry habits?
                                      • What are the deciding factors that will influence choice of the next washing machine?
                                        • How much does style influence demand for washers and dryers?
                                          • How important is brand?
                                            • What is the outlook for sales of washing machines and tumble dryers?
                                            • Internal Market Environment

                                              • Key points
                                                • High electricity prices
                                                  • Figure 16: Change in cost of consumer electricity, January 2011-February 2013
                                                • Price inflation
                                                  • Figure 17: Consumer Price Indices for major appliances and small electric goods, January 2011-February 2013
                                                • AMDEA says it’s ‘Time to Change’
                                                  • Reducing Energy Use
                                                    • Standby regulations change
                                                      • Eco design and energy labelling update
                                                        • More energy advice
                                                          • Figure 18: Energy saving logo, 2013
                                                        • Preference for drying laundry outdoors
                                                          • Thrifty with the dryer
                                                            • Recycling appliances
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Internet usage
                                                                  • Ownership of smartphones
                                                                    • Figure 19: Personal ownership of mobile phones, September 2012 and January 2013
                                                                  • Ownership of personal/tablet computers
                                                                    • Figure 20: Household ownership of computers, September 2012 and January 2013
                                                                  • Age matters
                                                                    • Figure 21: Trends in the age structure of the UK population, 2007-17
                                                                  • More ABs will boost demand for top-end appliances
                                                                    • Figure 22: Forecast adult population trends, by socio-economic group, 2007-17
                                                                  • Changing nature of households
                                                                    • Figure 23: UK households, by size, 2007-17
                                                                  • Slow housing market
                                                                    • Figure 24: UK residential housing transactions, 2006-12
                                                                    • Figure 25: UK residential housing transactions, by quarter, Q4 2011-Q1 2013
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Economy dampens spend on home products
                                                                      • Figure 26: UK consumer spending on selected home products, 2008-12
                                                                    • House moves matter
                                                                      • Making the best of where they live now
                                                                        • Priorities within the home
                                                                          • Innovation important for appliances
                                                                          • Strengths and Weaknesses in the Market

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Who’s Innovating?

                                                                                • Key points
                                                                                  • Newness matters for market share growth
                                                                                    • Latest innovation showcase
                                                                                      • Bigger and bigger washing machines
                                                                                        • Figure 27: Samsung Yukon washer dryer, May 2013
                                                                                      • Hand cranked washing
                                                                                        • Figure 28: Inside view of the Laundry Pod, May 2013
                                                                                      • Small space washing machine
                                                                                        • Figure 29: The Petit Laundry Swoosh, May 2013
                                                                                      • Eco-friendly developments
                                                                                        • Monitor your washing while you multi-task
                                                                                          • Allergies tackled
                                                                                            • Fashion makes its entrance
                                                                                              • Figure 30: LG’s Limited edition washing machine, September 2012
                                                                                            • Third world washing concept
                                                                                            • Brand Research

                                                                                              • Key points
                                                                                                • Brand map
                                                                                                    • Figure 31: Attitudes towards and usage of brands in the washer and dryer sector, April 2013
                                                                                                  • Correspondence analysis
                                                                                                    • Brand attitudes
                                                                                                      • Figure 32: Attitudes, by washer and dryer brand, April 2013
                                                                                                    • Brand personality
                                                                                                      • Figure 33: Washer and dryer brand personality – macro image, April 2013
                                                                                                      • Figure 34: Washer and dryer brand personality – micro image, April 2013
                                                                                                    • Brand experience
                                                                                                      • Figure 35: Washer and dryer brand usage, April 2013
                                                                                                    • Brand satisfaction
                                                                                                      • Figure 36: Satisfaction with various washer and dryer brands, April 2013
                                                                                                      • Figure 37: Consideration of washer and dryer brands, April 2013
                                                                                                      • Figure 38: Consumer perceptions of current washer and dryer brand performance, April 2013
                                                                                                      • Figure 39: Washer and dryer brand recommendation – Net Promoter Score, April 2013
                                                                                                    • Brand index
                                                                                                      • Figure 40: Washer and dryer brand index, April 2013
                                                                                                      • Figure 41: Washer and dryer brand index vs recommendation, April 2013
                                                                                                    • Target group analysis
                                                                                                      • Figure 42: Target groups, April 2013
                                                                                                      • Figure 43: Washer and dryer brand usage, by target groups, April 2013
                                                                                                    • Group One – Conformists
                                                                                                      • Group Two – Simply the Best
                                                                                                        • Group Three – Shelf Stalkers
                                                                                                          • Group Four – Habitual Shoppers
                                                                                                            • Group Five – Individualists
                                                                                                            • Market Size and Segmentation

                                                                                                              • Key points
                                                                                                                • Forecast for growth
                                                                                                                  • Figure 44: Consumer spend on laundry appliances, 2007-17
                                                                                                                • Large volume increase expected
                                                                                                                  • Figure 45: Sales of laundry appliances, by volume, 2007-17
                                                                                                                • Rise in average spend helps grow market
                                                                                                                  • Figure 46: Consumer spending on all washing machines, washer dryers and tumble dryers, 2007-13
                                                                                                                • Gains for washing machines
                                                                                                                  • Figure 47: Consumer spending on washing machines/combined washer dryers, 2007-13
                                                                                                                  • Figure 48: Average spend on washing machines/washer dryers, 2007-13
                                                                                                                • Many opt to do without a tumble dryer
                                                                                                                  • Figure 49: Consumer spending on tumble dryers, 2007-13
                                                                                                              • Companies and Products

                                                                                                                • Key points
                                                                                                                  • Company overview
                                                                                                                    • Figure 50: Manufacturer shares of washing machines, 2012 (est)
                                                                                                                    • Figure 51: Manufacturer shares of washing machines, 2008 (est), 2010 (est) and 2012 (est)
                                                                                                                  • Beko
                                                                                                                    • Background
                                                                                                                      • Strategy and performance
                                                                                                                        • Figure 52: Financial performance of Beko Plc, 2010 and 2011
                                                                                                                      • Product range
                                                                                                                        • Advertising and marketing
                                                                                                                          • BSH Group and Siemens Home Appliances
                                                                                                                            • Background
                                                                                                                              • Strategy and performance
                                                                                                                                • Figure 53: Financial performance of BSH Home Appliances Limited, 2010 and 2011
                                                                                                                              • Product range
                                                                                                                                • Bosch
                                                                                                                                  • Figure 54: Bosch Green Technology Inside image
                                                                                                                                • Advertising and marketing
                                                                                                                                  • Siemens Home Appliances
                                                                                                                                    • Figure 55: Siemens Energy Saving award image
                                                                                                                                  • Neff
                                                                                                                                    • Hoover Candy Group
                                                                                                                                      • Background
                                                                                                                                        • Hoover
                                                                                                                                          • Strategy and performance
                                                                                                                                            • Figure 56: Financial performance of Hoover Limited, 2010 and 2011
                                                                                                                                          • Product range
                                                                                                                                            • Advertising and marketing
                                                                                                                                              • Candy
                                                                                                                                                • Strategy and performance
                                                                                                                                                  • Product range
                                                                                                                                                    • Advertising and marketing
                                                                                                                                                      • Electrolux
                                                                                                                                                        • Background
                                                                                                                                                          • Strategy and performance
                                                                                                                                                            • Figure 57: Financial performance of Electrolux Plc, 2010 and 2011
                                                                                                                                                          • Product range
                                                                                                                                                            • Advertising and marketing
                                                                                                                                                              • AEG
                                                                                                                                                                • Background
                                                                                                                                                                  • Product range
                                                                                                                                                                    • Advertising and marketing
                                                                                                                                                                      • Zanussi
                                                                                                                                                                        • Background
                                                                                                                                                                          • Product range
                                                                                                                                                                            • Indesit Company
                                                                                                                                                                              • Background
                                                                                                                                                                                • Strategy and performance
                                                                                                                                                                                  • Figure 58: Financial performance of Indesit UK, 2010 and 2011
                                                                                                                                                                                • Product range
                                                                                                                                                                                  • Indesit
                                                                                                                                                                                    • Advertising and marketing
                                                                                                                                                                                      • Hotpoint
                                                                                                                                                                                        • Product range
                                                                                                                                                                                          • Advertising and marketing
                                                                                                                                                                                            • LG Electronics
                                                                                                                                                                                              • Background
                                                                                                                                                                                                • Strategy and performance
                                                                                                                                                                                                  • Figure 59: Financial performance of LG Electronics UK Limited, 2010 and 2011
                                                                                                                                                                                                • Product range
                                                                                                                                                                                                  • Panasonic
                                                                                                                                                                                                    • Background
                                                                                                                                                                                                      • Strategy and performance
                                                                                                                                                                                                        • Figure 60: Financial performance of Panasonic UK Limited, 2011 and 2012
                                                                                                                                                                                                      • Product range
                                                                                                                                                                                                        • Advertising and marketing
                                                                                                                                                                                                          • Whirlpool
                                                                                                                                                                                                            • Background
                                                                                                                                                                                                              • Strategy and performance
                                                                                                                                                                                                                • Figure 61: Financial performance of Whirlpool UK Limited, 2010 and 2011
                                                                                                                                                                                                              • Product range
                                                                                                                                                                                                                • Advertising and marketing
                                                                                                                                                                                                                  • Maytag
                                                                                                                                                                                                                    • Strategy and performance
                                                                                                                                                                                                                      • Product range
                                                                                                                                                                                                                        • Other companies
                                                                                                                                                                                                                          • Bush
                                                                                                                                                                                                                            • Appliance365
                                                                                                                                                                                                                              • Crosslee
                                                                                                                                                                                                                                • Caple
                                                                                                                                                                                                                                  • GE Appliances
                                                                                                                                                                                                                                    • Gorenje
                                                                                                                                                                                                                                      • Haier
                                                                                                                                                                                                                                        • Miele
                                                                                                                                                                                                                                          • Samsung
                                                                                                                                                                                                                                          • Channels to Market

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Currys leads the way
                                                                                                                                                                                                                                                • Figure 62: Washing machines, distribution, by value, 2012 (est)
                                                                                                                                                                                                                                              • Collapse of Comet
                                                                                                                                                                                                                                                • Service and lower operating costs for Currys
                                                                                                                                                                                                                                                  • Independents’ strength in numbers
                                                                                                                                                                                                                                                    • Is non-food failing in the supermarkets?
                                                                                                                                                                                                                                                      • Multi-channel works wonders for John Lewis
                                                                                                                                                                                                                                                        • Selling online via partnerships
                                                                                                                                                                                                                                                          • Pureplay retailers
                                                                                                                                                                                                                                                            • What consumers tell us about shopping for laundry appliances
                                                                                                                                                                                                                                                              • Currys allocates highest proportion of appliance space to laundry appliances
                                                                                                                                                                                                                                                                • Figure 63: white goods and small appliances, space allocation, January 2013
                                                                                                                                                                                                                                                              • Argos has the broadest range
                                                                                                                                                                                                                                                                • Figure 64: Range of washing machines and tumble dryers (units), May 2013
                                                                                                                                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                • Advertising frenzy in 2011
                                                                                                                                                                                                                                                                  • Figure 65: Advertising expenditure for washers and dryers, 2008-12
                                                                                                                                                                                                                                                                  • Figure 66: Advertising expenditure for washers and dryers, 2008-12
                                                                                                                                                                                                                                                                • Samsung tops advertisers in 2012
                                                                                                                                                                                                                                                                  • Figure 67: Advertising expenditure for washers and dryers, share, by advertiser, 2012
                                                                                                                                                                                                                                                                • Shifting positions for advertisers
                                                                                                                                                                                                                                                                  • Figure 68: Advertising expenditure for washers and dryers, 2009-12
                                                                                                                                                                                                                                                                • Television accounts for half of spend
                                                                                                                                                                                                                                                                  • Figure 69: Advertising expenditure, by media type, 2012
                                                                                                                                                                                                                                                                • Advertisers focus on technology
                                                                                                                                                                                                                                                                  • Panasonic lightens the load
                                                                                                                                                                                                                                                                    • Figure 70: Panasonic, load more advert, 2013
                                                                                                                                                                                                                                                                  • Haier introduces jaunty robot
                                                                                                                                                                                                                                                                    • Figure 71: Haier, Innovate my life advert, 2013
                                                                                                                                                                                                                                                                  • LG uses dancers to illustrate motion
                                                                                                                                                                                                                                                                    • Figure 72: LG 6 Motion advert, 2013
                                                                                                                                                                                                                                                                • The Consumer – Ownership and Purchasing Patterns

                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                    • Almost every home has a washer
                                                                                                                                                                                                                                                                      • Figure 73: Ownership of washing machines and tumble dryers, April 2012 and April 2013
                                                                                                                                                                                                                                                                    • Universal ownership of washing machines
                                                                                                                                                                                                                                                                      • Once you have a base, you have a washing machine
                                                                                                                                                                                                                                                                        • Combined washer dryer owners have a London bias
                                                                                                                                                                                                                                                                          • Upscale bias for combined washer dryers
                                                                                                                                                                                                                                                                            • Separate tumble dryers in suburbia or rural locations
                                                                                                                                                                                                                                                                              • Private renters less inclined to have tumble dryers
                                                                                                                                                                                                                                                                                • Kids make a difference
                                                                                                                                                                                                                                                                                  • Figure 74: Ownership of washing machines and tumble dryers, April 2013
                                                                                                                                                                                                                                                                                • Purchasing patterns
                                                                                                                                                                                                                                                                                  • Figure 75: Purchased in the last three years; washing machines, combined washer dryers and tumble dryers, April 2013
                                                                                                                                                                                                                                                                                  • Figure 76: Purchased in the last three years; washing machines, combined washer dryers and tumble dryers, by age, April 2013
                                                                                                                                                                                                                                                                                • Highest demand for combined washer dryers among 25-34s
                                                                                                                                                                                                                                                                                  • The child factor
                                                                                                                                                                                                                                                                                    • London bias for washer dryers
                                                                                                                                                                                                                                                                                      • Socio-economic differences
                                                                                                                                                                                                                                                                                        • Bigger households – more tumble dryers
                                                                                                                                                                                                                                                                                          • What they intend to buy
                                                                                                                                                                                                                                                                                            • Figure 77: Intend to purchase in the next twelve months; washing machines, combined washer dryers and tumble dryers, April 2013
                                                                                                                                                                                                                                                                                          • 25-34s are a key target
                                                                                                                                                                                                                                                                                            • Figure 78: Intend to purchase in the next twelve months by age; washing machines, combined washer dryers and tumble dryers, April 2013
                                                                                                                                                                                                                                                                                          • 25-34s are a prime target
                                                                                                                                                                                                                                                                                            • Other key findings
                                                                                                                                                                                                                                                                                            • The Consumer – Who does the Washing?

                                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                                • Who does the laundry?
                                                                                                                                                                                                                                                                                                  • Figure 79: Responsibility for doing the washing, April 2013
                                                                                                                                                                                                                                                                                                  • Figure 80: Responsibility for doing the washing, by gender, April 2013
                                                                                                                                                                                                                                                                                                • Engagement of young people in laundry tasks
                                                                                                                                                                                                                                                                                                  • Sharing as income rises
                                                                                                                                                                                                                                                                                                  • The Consumer – Factors Influencing the Choice of Next Laundry Appliance

                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                      • Factors influencing the choice of the next laundry appliance
                                                                                                                                                                                                                                                                                                        • Figure 81: Factors influencing the purchase of next laundry appliance, April 2013
                                                                                                                                                                                                                                                                                                      • Energy – a no brainer
                                                                                                                                                                                                                                                                                                          • Figure 82: Factors influencing the purchase of next laundry appliance, good energy rating, by age, April 2013
                                                                                                                                                                                                                                                                                                        • Older consumers want a brand they trust
                                                                                                                                                                                                                                                                                                          • Cutting down on noise
                                                                                                                                                                                                                                                                                                            • Peace of mind
                                                                                                                                                                                                                                                                                                              • How long until it’s done?
                                                                                                                                                                                                                                                                                                                • Being under control
                                                                                                                                                                                                                                                                                                                  • Setting a timer
                                                                                                                                                                                                                                                                                                                    • A penchant for style?
                                                                                                                                                                                                                                                                                                                      • Thinking about child safety
                                                                                                                                                                                                                                                                                                                        • Technology too far?
                                                                                                                                                                                                                                                                                                                        • The Consumer – Features Influencing Choice of Next Washing Machine

                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                            • Features influencing choice of next washing machine
                                                                                                                                                                                                                                                                                                                              • Figure 83: Features influencing choice of next washing machine, April 2013
                                                                                                                                                                                                                                                                                                                            • Simplicity please
                                                                                                                                                                                                                                                                                                                              • Saving time
                                                                                                                                                                                                                                                                                                                                • Who cares about the environment?
                                                                                                                                                                                                                                                                                                                                  • Safety features
                                                                                                                                                                                                                                                                                                                                    • Dryer when it comes out of the machine
                                                                                                                                                                                                                                                                                                                                      • Who wants the largest capacity?
                                                                                                                                                                                                                                                                                                                                        • Pride in performance
                                                                                                                                                                                                                                                                                                                                          • Adjusting the dose
                                                                                                                                                                                                                                                                                                                                            • A quarter would like to tackle dust mites
                                                                                                                                                                                                                                                                                                                                              • Washing machines as a personality
                                                                                                                                                                                                                                                                                                                                              • The Consumer – Factors Influencing Choice of Next Tumble Dryer

                                                                                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                                                                                  • Factors influencing choice of next tumble dryer
                                                                                                                                                                                                                                                                                                                                                    • Figure 84: Factors influencing choice of next tumble dryer, April 2013
                                                                                                                                                                                                                                                                                                                                                  • Making light of the load
                                                                                                                                                                                                                                                                                                                                                    • Get it all done at once
                                                                                                                                                                                                                                                                                                                                                      • Intelligent electronic controls
                                                                                                                                                                                                                                                                                                                                                        • Standalone tumble dryers of less interest to under-34s
                                                                                                                                                                                                                                                                                                                                                          • Condensers broadly popular
                                                                                                                                                                                                                                                                                                                                                            • Filter indicators
                                                                                                                                                                                                                                                                                                                                                              • For people in a rush
                                                                                                                                                                                                                                                                                                                                                                • Energy saving
                                                                                                                                                                                                                                                                                                                                                                  • Tumble dryers as a personality
                                                                                                                                                                                                                                                                                                                                                                  • The Consumer – Attitudes to Doing the Laundry

                                                                                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                                                                                      • Attitudes to doing the laundry
                                                                                                                                                                                                                                                                                                                                                                        • Figure 85: Attitudes to doing the laundry, April 2013
                                                                                                                                                                                                                                                                                                                                                                      • Disagreement with attitudes to doing the laundry
                                                                                                                                                                                                                                                                                                                                                                        • Figure 86: Attitudes to doing the laundry, disagree, April 2013
                                                                                                                                                                                                                                                                                                                                                                    • Customer Target Groups

                                                                                                                                                                                                                                                                                                                                                                        • Figure 87: Customer target groups for washers and dryers, April 2013
                                                                                                                                                                                                                                                                                                                                                                      • Reliable branders (24%)
                                                                                                                                                                                                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                                                                                                                                                                                                          • What do they say about doing the laundry?
                                                                                                                                                                                                                                                                                                                                                                            • Figure 88: Attitudes to doing the laundry, by target groups, Reliable branders, April 2013
                                                                                                                                                                                                                                                                                                                                                                          • What factors will influence them next time they buy an appliance?
                                                                                                                                                                                                                                                                                                                                                                            • Figure 89: Factors influencing the purchase of next laundry appliance, by Target groups, Reliable branders April 2013
                                                                                                                                                                                                                                                                                                                                                                          • What features will influence their next choice of washing machine?
                                                                                                                                                                                                                                                                                                                                                                            • Figure 90: Features influencing choice of next washing machine, by Target groups, Reliable branders, April 2013
                                                                                                                                                                                                                                                                                                                                                                          • What factors will influence their next choice of tumble dryer?
                                                                                                                                                                                                                                                                                                                                                                            • Figure 91: Factors influencing choice of next tumble dryer, by target groups, Reliable Branders, April 2013
                                                                                                                                                                                                                                                                                                                                                                          • Indifferent (23%)
                                                                                                                                                                                                                                                                                                                                                                            • Who are they?
                                                                                                                                                                                                                                                                                                                                                                              • What do they say about doing the laundry?
                                                                                                                                                                                                                                                                                                                                                                                • Figure 92: Attitudes to doing the laundry, by target groups, Indifferent, April 2013
                                                                                                                                                                                                                                                                                                                                                                              • What factors will influence them next time they buy an appliance?
                                                                                                                                                                                                                                                                                                                                                                                • Figure 93: Factors influencing the purchase of next laundry appliance, by target groups, Indifferent, April 2013
                                                                                                                                                                                                                                                                                                                                                                              • What features will influence their next choice of washing machine?
                                                                                                                                                                                                                                                                                                                                                                                • Figure 94: Features influencing choice of next washing machine, by target groups, Indifferent, April 2013
                                                                                                                                                                                                                                                                                                                                                                              • What factors will influence their next choice of tumble dryer?
                                                                                                                                                                                                                                                                                                                                                                                • Figure 95: Factors influencing choice of next tumble dryer, by target groups, Indifferent, April 2013
                                                                                                                                                                                                                                                                                                                                                                              • Cost-conscious (23%)
                                                                                                                                                                                                                                                                                                                                                                                • Who are they?
                                                                                                                                                                                                                                                                                                                                                                                  • What do they say about doing the laundry?
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 96: Attitudes to doing the laundry, by target groups, Cost-conscious, April 2013
                                                                                                                                                                                                                                                                                                                                                                                  • What factors will influence them next time they buy an appliance?
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 97: Factors influencing the purchase of next laundry appliance, by target groups, Cost-conscious, April 2013
                                                                                                                                                                                                                                                                                                                                                                                  • What features will influence their next choice of washing machine?
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 98: Features influencing choice of next washing machine, by target groups, Cost-conscious, April 2013
                                                                                                                                                                                                                                                                                                                                                                                  • What factors will influence their next choice of tumble dryer?
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 99: Factors influencing choice of next tumble dryer, by target groups, Cost-conscious, April 2013
                                                                                                                                                                                                                                                                                                                                                                                  • Germ-free (30%)
                                                                                                                                                                                                                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                                                                                                                                                                                                                      • What do they say about doing the laundry?
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 100: Attitudes to doing the laundry, by Target groups, Germ-free, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 101: Factors influencing the purchase of next laundry appliance, by target groups, Germ-free, April 2013
                                                                                                                                                                                                                                                                                                                                                                                      • What features will influence their next choice of washing machine?
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 102: Features influencing choice of next washing machine, by target groups, Germ-free, April 2013
                                                                                                                                                                                                                                                                                                                                                                                      • What factors will influence their next choice of tumble dryer?
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 103: Factors influencing choice of next tumble dryer, by target groups, Germ-free, April 2013
                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – Brand Research

                                                                                                                                                                                                                                                                                                                                                                                        • Figure 104: Brand usage, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 105: Brand commitment, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 106: Brand momentum, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 107: Brand diversity, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 108: Brand satisfaction, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 109: Brand recommendation, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 110: Brand attitude, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 111: Brand image – macro image, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 112: Brand image – micro image, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 113: Profile of target groups, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 114: Psychographic segmentation by target groups, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 115: Brand usage by target groups, April 2013
                                                                                                                                                                                                                                                                                                                                                                                      • Brand index
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 116: Brand index, April 2013
                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – Ownership and Purchasing Patterns

                                                                                                                                                                                                                                                                                                                                                                                        • Figure 117: Washing machines, washer dryers and tumble dryers, ownership, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 118: Washing machines, washer dryers and tumble dryers, purchased in last three years, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 119: Washing machines, washer dryers and tumble dryers, purchasing intentions, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – Consumer – Who does the Washing?

                                                                                                                                                                                                                                                                                                                                                                                        • Figure 120: Responsibility for doing the washing, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – Consumer – Factors Influencing the Choice of Next Laundry Appliance

                                                                                                                                                                                                                                                                                                                                                                                        • Figure 121: Most popular factors influencing the purchase of next laundry appliance, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 122: Next most popular factors influencing the purchase of next laundry appliance, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – Consumer – Features Influencing Choice of Next Washing Machine

                                                                                                                                                                                                                                                                                                                                                                                        • Figure 123: Most popular features influencing choice of next washing machine, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 124: Next most popular features influencing choice of next washing machine, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – Consumer – Features Influencing Choice of Next Tumble Dryer

                                                                                                                                                                                                                                                                                                                                                                                        • Figure 125: Most popular factors influencing choice of next tumble dryer, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 126: Next most popular factors influencing choice of next tumble dryer, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – Consumer – Attitudes to Doing the Laundry

                                                                                                                                                                                                                                                                                                                                                                                        • Figure 127: Agreement with the statements ‘The cost of running a tumble dryer puts me off using them’ and ‘A machine that saves me money on electricity or water bills water matters a lot to me’, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 128: Agreement with the statements ‘It’s worth paying a little more for a washing machine that uses less detergent’ and ‘Washing at a low temperature (40 degrees or less) helps me to take care of the environment’, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 129: Agreement with the statements ‘It feels wasteful to run the washing machine before there is a full load’ and ‘I prefer not to use a tumble dryer for environmental reasons’, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 130: Agreement with the statements ‘Price is more important to me than brand’ and ‘Higher priced brands work better than less expensive ones’, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 131: Agreement with the statements ‘I favour brands that I believe will be reliable for a long time’ and ‘It’s important for my laundry to stay looking as good as new’, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 132: Agreement with the statements ‘Washing at a low temperature is just as effective as washing at higher temperatures’ and ‘I worry about bacteria growing in the washing machine’, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – Customer Target Groups

                                                                                                                                                                                                                                                                                                                                                                                        • Figure 133: Target groups, by demographics, April 2013

                                                                                                                                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                                                                                                                                    • AEG Domestic Appliances
                                                                                                                                                                                                                                                                                                                                                                                    • Alfred Jones (Warrington) Ltd
                                                                                                                                                                                                                                                                                                                                                                                    • Alliance Boots UK Retail
                                                                                                                                                                                                                                                                                                                                                                                    • Amazon UK
                                                                                                                                                                                                                                                                                                                                                                                    • Appliance365
                                                                                                                                                                                                                                                                                                                                                                                    • Argos
                                                                                                                                                                                                                                                                                                                                                                                    • B&Q (UK & Ireland)
                                                                                                                                                                                                                                                                                                                                                                                    • Beko UK Ltd
                                                                                                                                                                                                                                                                                                                                                                                    • Blombergs
                                                                                                                                                                                                                                                                                                                                                                                    • BSH Home Appliances Corporation [Bosch]
                                                                                                                                                                                                                                                                                                                                                                                    • Candy Group
                                                                                                                                                                                                                                                                                                                                                                                    • Caple
                                                                                                                                                                                                                                                                                                                                                                                    • Combined Independents Holdings Ltd
                                                                                                                                                                                                                                                                                                                                                                                    • Crosslee Plc
                                                                                                                                                                                                                                                                                                                                                                                    • Currys
                                                                                                                                                                                                                                                                                                                                                                                    • Electrolux
                                                                                                                                                                                                                                                                                                                                                                                    • Euronics UK (C.I.H)
                                                                                                                                                                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                                                                                                                                                                    • Gorenje
                                                                                                                                                                                                                                                                                                                                                                                    • Haier
                                                                                                                                                                                                                                                                                                                                                                                    • Home Retail Group
                                                                                                                                                                                                                                                                                                                                                                                    • Homebase Ltd
                                                                                                                                                                                                                                                                                                                                                                                    • Hoover Ltd
                                                                                                                                                                                                                                                                                                                                                                                    • Hotpoint Appliances
                                                                                                                                                                                                                                                                                                                                                                                    • Indesit Company
                                                                                                                                                                                                                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                                                                                                                                                                                                                    • John Lewis Plc (department store)
                                                                                                                                                                                                                                                                                                                                                                                    • LG Electronics (UK)
                                                                                                                                                                                                                                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                                                                                                                                                                                                                                    • Maytag Corporation
                                                                                                                                                                                                                                                                                                                                                                                    • Miele
                                                                                                                                                                                                                                                                                                                                                                                    • Neff
                                                                                                                                                                                                                                                                                                                                                                                    • Panasonic
                                                                                                                                                                                                                                                                                                                                                                                    • Robert Bosch GmbH
                                                                                                                                                                                                                                                                                                                                                                                    • Siemens plc
                                                                                                                                                                                                                                                                                                                                                                                    • Tesco (UK)
                                                                                                                                                                                                                                                                                                                                                                                    • Watford Electronics
                                                                                                                                                                                                                                                                                                                                                                                    • Whirlpool Corporation
                                                                                                                                                                                                                                                                                                                                                                                    • Zanussi

                                                                                                                                                                                                                                                                                                                                                                                    Washers and Dryers - UK - June 2013

                                                                                                                                                                                                                                                                                                                                                                                    £1,995.00 (Excl.Tax)