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Washers and Dryers - UK - May 2016

“Washing machines are a household essential and will be replaced as a matter of urgency when they go wrong, but the buoyant housing market and growth in household numbers have stimulated the first-time buyer market too. Manufacturers have forged ahead with innovative products in the market for laundry appliances. The capacity of the drum in a typical washing machine was 6kg around five years ago and now there are appliances, with the same standard cabinet size, with drum sizes up to 13 kg. This, and other advancements including higher energy efficiency, is encouraging consumers to pay extra when they buy an appliance. At the same time intense competition in the marketplace means that prices have fallen in real terms, so that today’s customers are getting more for less money.”
– Jane Westgarth, Senior Market Analyst

This report discusses the following key topics:

  • Online or in-store for laundry appliances? 
  • What is the impact of urbanisation on demand? 
  • Are consumers interested in ‘connected’ laundry appliances?

The smart appliance market is poised to take off and consumers appear most interested in the notion of a machine that can ‘talk’ to a remote repair centre for diagnosis of faults, as well as ones that can save them money by optimising use of energy and water.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Consumer spending up by 19% from 2011-15
                • Figure 1: Consumer spend on laundry appliances, 2010-20
              • Built-in appliances reach 13% by volume
                • Washing machines account for 74% of market value
                  • Washer dryers popular where space is restricted
                    • Figure 2: Consumer spend on laundry appliances, by type, 2010-20
                  • Market drivers
                    • 99% of households do their washing at home
                      • 2.5 wash loads per person per week
                        • Growth in household numbers drives demand
                          • 9.9% more children aged 5-9 over 2015-20
                            • Companies, brands and innovations
                              • Bosch is the most trusted brand
                                • Figure 3: Attitudes towards and usage of selected brands, January 2016
                              • 87.9% market share for top ten suppliers
                                • Figure 4: Manufacturer shares of laundry appliances, by volume, 2013 and 2015
                              • Smart machines emerging in this market
                                • Advanced features at the centre of company strategies
                                  • Intuitive names for wash cycles
                                    • Disruptive technology
                                      • £3.9 million spend on advertising in 2015
                                        • Distribution
                                          • Figure 5: Estimated distribution of washers and dryers, by value, 2014 and 2015 (est)
                                        • Currys is the clear market leader with 20.5% share by value
                                          • Argos captures 12.5% market share
                                            • The consumer
                                              • 97% of households own washers
                                                • Figure 6: Ownership of laundry appliances, January 2015 and February 2016
                                              • A third of owners bought washing machines in the last three years
                                                • Figure 7: Purchases of washers and dryers in the last three years, January 2015 and February 2016
                                              • Price paid for most recent purchase
                                                • Figure 8: Average price paid for most recent purchase, laundry appliances, February 2016
                                              • 31% of purchasers shopped with Currys
                                                • Figure 9: Most recent purchase of washers or dryers, where bought, February 2016
                                              • 51% of purchasers bought online
                                                • Figure 10: How they shopped for washers and dryers, February 2016
                                              • 55% of purchasers compared prices online
                                                • Figure 11: The customer journey for washers and dryers, February 2016
                                              • Replacement is the biggest driver of demand
                                                • Figure 12: Reasons for purchasing washers/dryers, February 2016
                                              • People would pay more for better performance
                                                • Figure 13: Interest in innovation for washers and dryers, strongly agree and agree, February 2016
                                              • What we think
                                              • Issues and Insights

                                                • Online or in-store for laundry appliances?
                                                  • The facts
                                                    • The implications
                                                      • What is the impact of urbanisation on demand?
                                                        • The facts
                                                          • The implications
                                                            • Are consumers interested in ‘connected’ laundry appliances?
                                                              • The facts
                                                                • The implications
                                                                • The Market – What You Need to Know

                                                                  • 13.4% value growth from 2015-20
                                                                    • Consumer spending up by 19% from 2011-15
                                                                      • Built-in appliances reach 13% by volume
                                                                        • Washing machines account for 74% of market value
                                                                          • Washer dryers popular where space is restricted
                                                                            • Currys is the clear market leader worth 20.5% share by value
                                                                              • Argos captures 12.5% market share
                                                                                • Online sales outrun in-store
                                                                                  • John Lewis leads the department stores
                                                                                    • 99% of household do their washing at home
                                                                                      • Lifetime of a washing machine
                                                                                        • 4.7% more households by 2020
                                                                                          • 9.9% more children aged 5-9 over 2015-20
                                                                                          • Market Size and Forecast

                                                                                            • Market up by 4.5% in 2015
                                                                                              • Figure 14: Consumer spend on washers and dryers, fan chart, 2010-20
                                                                                            • 13.4% growth in spending from 2015-20
                                                                                              • Figure 15: Consumer spend on washers and dryers, data, 2010-20
                                                                                            • Market segment forecasts
                                                                                              • Figure 16: Consumer spending for washing machines, by value, fan chart, 2010-20
                                                                                              • Figure 17: Consumer spending for washing machines, by value, fan chart, 2010-20
                                                                                            • 18% growth predicted for washer dryers
                                                                                              • Figure 18: Consumer spending for washer dryers, by value, fan chart, 2010-20
                                                                                              • Figure 19: Consumer spending for washer dryers, by value, fan chart, 2010-20
                                                                                            • Spending on tumble dryers to remain fairly flat
                                                                                              • Figure 20: Consumer spending for tumble dryers, by value, fan chart, 2010-20
                                                                                              • Figure 21: Consumer spending for tumble dryers, by value, 2010-20
                                                                                            • More first time buyers as household numbers grow
                                                                                              • Figure 22: Volume sales of laundry appliances, 2010-20
                                                                                              • Figure 23: Volume sales of washing machines, 2010-20
                                                                                              • Figure 24: Volume sales of washer dryers, 2010-20
                                                                                              • Figure 25: Volume sales of tumble dryers, 2010-20
                                                                                            • Forecast methodology
                                                                                            • Market Segmentation

                                                                                              • Washing machines dominate the laundry market
                                                                                                • Figure 26: Market for laundry appliances, by type, by value, 2015
                                                                                              • Steady market growth
                                                                                                • Figure 27: Consumer spending on all laundry appliances, by type, by value, 2011-15
                                                                                              • Tumble dryers display high growth in 2015
                                                                                                • Combined washer dryers expected to grow
                                                                                                  • Figure 28: Consumer spending on all laundry appliances, by type, by volume, 2011-15
                                                                                              • Channels to Market

                                                                                                • 51% bought online
                                                                                                  • AO.com is the dominant online specialist
                                                                                                    • Comet’s exit made room for others to boost sales
                                                                                                      • Currys is the clear market leader
                                                                                                        • Argos captures 12.5% market share
                                                                                                          • John Lewis leads the department stores
                                                                                                            • Improved demand for kitchens favours DIY and kitchen retailers
                                                                                                              • Grocers losing share
                                                                                                                • Figure 29: Estimated distribution of washers and dryers, by value, 2014 and 2015 (est)
                                                                                                              • Currys used by 31%
                                                                                                                • Figure 30: Most recent purchase of washers and dryers, where bought, February 2016
                                                                                                            • Market Drivers

                                                                                                              • 99% of households do their washing at home
                                                                                                                • Lifetime of a washing machine
                                                                                                                  • Marketing to both genders
                                                                                                                    • Half of 16-24s live with their parents
                                                                                                                      • Methods used for drying laundry
                                                                                                                        • Figure 31: Method used most often for drying laundry, September 2015
                                                                                                                      • Household numbers
                                                                                                                        • Figure 32: UK households, by size, 2010, 2015 and 2020
                                                                                                                      • More children in the next five years
                                                                                                                        • Figure 33: Trends in the age structure of the UK population, 2015-20
                                                                                                                      • ABs most likely to have a utility room
                                                                                                                        • Figure 34: Households with a separate utility room, by socio-economic group, income and household tenure, June 2014
                                                                                                                      • October to January are the wettest months
                                                                                                                        • Figure 35: Average monthly rainfall, 2002-15
                                                                                                                      • Saving energy
                                                                                                                        • Tougher energy regulations
                                                                                                                          • Figure 36: Energy label for washing machines, valid from 2011, April 2016 onwards
                                                                                                                      • Key Players – What You Need to Know

                                                                                                                        • 87.9% market share for top ten suppliers
                                                                                                                          • Large capacity drums reach 13kg
                                                                                                                            • Smart machines emerging in this market
                                                                                                                              • Advanced features at the centre of company strategies
                                                                                                                                • Intuitive names for wash cycles
                                                                                                                                  • The internet of things
                                                                                                                                    • New cleaning technology
                                                                                                                                      • Ozone washing systems
                                                                                                                                        • £3.9 million spend on advertising in 2015
                                                                                                                                        • Market Share

                                                                                                                                          • Indesit/Whirlpool is the clear market leader
                                                                                                                                            • BSH and Hoover gaining market share
                                                                                                                                              • Samsung has ambition to become a market leader
                                                                                                                                                • Crosslee is a tumble dryer specialist
                                                                                                                                                  • Figure 37: Manufacturer shares of laundry appliances, by volume, 2013 and 2015
                                                                                                                                              • Competitive Strategies

                                                                                                                                                • Concentration of supply
                                                                                                                                                  • Far Eastern manufacturers building market share
                                                                                                                                                    • Global concentration of supply
                                                                                                                                                      • Developing products for the connected home
                                                                                                                                                        • Multi-layered branding
                                                                                                                                                          • Drum sizes reach 13kg
                                                                                                                                                            • Technology improving performance
                                                                                                                                                              • Quieter machines
                                                                                                                                                              • Launch Activity and Innovation

                                                                                                                                                                • Hoover committed to larger capacity
                                                                                                                                                                  • Figure 38: Hoover, 13kg washing machine, 2016
                                                                                                                                                                • Ebac launches British-made washing machine
                                                                                                                                                                  • The internet of things
                                                                                                                                                                    • Polymer beads in a washing machine, a disruptive technology
                                                                                                                                                                      • Ozone washing systems
                                                                                                                                                                      • Advertising and Marketing Activity

                                                                                                                                                                        • Adspend falls from £9.2 million in 2013 to £3.9 million in 2015
                                                                                                                                                                          • Figure 39: Total above-the-line, online display and direct mail advertising expenditure on washers and dryers, 2010-15
                                                                                                                                                                        • Retailers take over from brands as the major advertisers
                                                                                                                                                                          • Figure 40: Above-the-line, online display and direct mail advertising expenditure on washers and dryers, by company, 2013-15
                                                                                                                                                                        • 2015 sees press and television with equal shares
                                                                                                                                                                          • Figure 41: Above-the-line, online display and direct mail advertising expenditure on washers and dryers, by media type, 2013-15
                                                                                                                                                                        • Advertising and marketing campaigns
                                                                                                                                                                          • Beko as an essential helper
                                                                                                                                                                            • Currys features dreams based around technology
                                                                                                                                                                              • Figure 42: Currys washing machine promotion, March 2016
                                                                                                                                                                            • AO.com raises the profile of its customer experience
                                                                                                                                                                              • Karl the Bosch engineer explains
                                                                                                                                                                                • Bosch devises a different way to give ‘cash back’
                                                                                                                                                                                  • Bosch sponsorship for Sunday Brunch
                                                                                                                                                                                    • Nielsen Media Research coverage
                                                                                                                                                                                    • Brand Research

                                                                                                                                                                                      • What you need to know
                                                                                                                                                                                        • Style, functionality and innovative brands most likely to be recommended
                                                                                                                                                                                          • Bosch is ahead for trust and innovation
                                                                                                                                                                                            • Hotpoint has the highest use
                                                                                                                                                                                              • Beko scores high on usage
                                                                                                                                                                                                • Brands translate across markets
                                                                                                                                                                                                  • Smeg is the most differentiated brand
                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                      • Figure 43: Attitudes towards and usage of selected brands, January 2016
                                                                                                                                                                                                    • Key brand metrics
                                                                                                                                                                                                      • Figure 44: Key metrics for selected brands, January 2016
                                                                                                                                                                                                    • Brand attitudes: Beko stands out on value
                                                                                                                                                                                                      • Figure 45: Attitudes, by brand, January 2016
                                                                                                                                                                                                    • Brand personality: Beko appears boring and tired, while Bosch has an engaging brand
                                                                                                                                                                                                      • Figure 46: Brand personality – Macro image, January 2016
                                                                                                                                                                                                    • Reliability and user-friendliness distinguish Hotpoint and Zanussi
                                                                                                                                                                                                      • Figure 47: Brand personality – Micro image, January 2016
                                                                                                                                                                                                    • Brand analysis
                                                                                                                                                                                                      • Figure 48: User profile of Bosch, January 2016
                                                                                                                                                                                                    • Miele is regarded as premium
                                                                                                                                                                                                      • Figure 49: User profile of Miele, January 2016
                                                                                                                                                                                                    • People trust John Lewis Own-label
                                                                                                                                                                                                      • Figure 50: User profile of John Lewis own-label, January 2016
                                                                                                                                                                                                    • Hotpoint is familiar, reliable and user-friendly
                                                                                                                                                                                                      • Figure 51: User profile of Hotpoint, January 2016
                                                                                                                                                                                                    • Beko is regarded as basic and affordable
                                                                                                                                                                                                      • Figure 52: User profile of Beko, January 2016
                                                                                                                                                                                                    • Zanussi’s reputation and accessibility are its strengths
                                                                                                                                                                                                      • Figure 53: User profile of Zanussi, January 2016
                                                                                                                                                                                                    • Indesit is affordable and reliable, but basic
                                                                                                                                                                                                      • Figure 54: User profile of Indesit, January 2016
                                                                                                                                                                                                    • Smeg’s innovative image makes it worth paying more for
                                                                                                                                                                                                      • Figure 55: User profile of Smeg, January 2016
                                                                                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                                                                                    • Ownership of washers is almost universal at 97%
                                                                                                                                                                                                      • 44% have a separate tumble dryer
                                                                                                                                                                                                        • Washing machines are the most common purchase
                                                                                                                                                                                                          • Combined washer dryers command higher prices
                                                                                                                                                                                                            • Currys is the most popular source of washers and dryers
                                                                                                                                                                                                              • More bought online than in-store
                                                                                                                                                                                                                • 33% of in-store shoppers sought advice
                                                                                                                                                                                                                  • 14% of recent purchases were first-time buyers
                                                                                                                                                                                                                    • 25% interested and would pay more for bigger capacity
                                                                                                                                                                                                                    • Ownership of Laundry Appliances

                                                                                                                                                                                                                      • 97% of households own laundry appliances
                                                                                                                                                                                                                        • Figure 56: Ownership of laundry appliances, January 2015 and February 2016
                                                                                                                                                                                                                      • 55% of homes only have one laundry appliance
                                                                                                                                                                                                                        • Figure 57: Ownership of laundry appliances, Repertoire, February 2016
                                                                                                                                                                                                                    • Purchases of Washers and Dryers

                                                                                                                                                                                                                        • Figure 58: Purchases of washers and dryers in the last three years, January 2015 and February 2016
                                                                                                                                                                                                                        • Figure 59: Most recent purchase of washers/dryers, February 2016
                                                                                                                                                                                                                      • Average prices paid for laundry appliances
                                                                                                                                                                                                                        • Figure 60: Average price paid for most recent purchase, laundry appliances, February 2016
                                                                                                                                                                                                                    • Price Paid for Most Recent Purchase

                                                                                                                                                                                                                        • Figure 61: Price paid for most recent purchase, washing machine, February 2016
                                                                                                                                                                                                                      • Prices paid for tumble dryers
                                                                                                                                                                                                                        • Figure 62: Price paid for most recent purchase, tumble dryer, February 2016
                                                                                                                                                                                                                      • Price paid for combined washer dryers
                                                                                                                                                                                                                        • Figure 63: Price paid for most recent purchase, combined washer dryer, February 2016
                                                                                                                                                                                                                    • Where They Bought Washers or Dryers

                                                                                                                                                                                                                      • Comparing Argos with Currys
                                                                                                                                                                                                                        • Currys appeals to a wide demographic
                                                                                                                                                                                                                          • Argos popular with 25-34s
                                                                                                                                                                                                                            • AO.com used by 12%
                                                                                                                                                                                                                              • Figure 64: Most recent purchase of washers or dryers, where bought, February 2016
                                                                                                                                                                                                                            • Currys losing out to department stores in London
                                                                                                                                                                                                                            • How They Shopped for Washers and Dryers

                                                                                                                                                                                                                                • Figure 65: How they bought most recent washer or dryer, February 2016
                                                                                                                                                                                                                            • The Customer Journey for Washers and Dryers

                                                                                                                                                                                                                              • Price comparisons are important to customers
                                                                                                                                                                                                                                • Customer reviews more influential than experts
                                                                                                                                                                                                                                  • Figure 66: The customer journey for washers and dryers, February 2016
                                                                                                                                                                                                                                • In-store shoppers likely to ask advice
                                                                                                                                                                                                                                  • Figure 67: Customer journey for washers and dryers, by the way they bought washers and dryers, February 2016
                                                                                                                                                                                                                              • Reasons for Purchasing Washers/Dryers

                                                                                                                                                                                                                                  • Figure 68: Reasons for purchasing washers/dryers, February 2016
                                                                                                                                                                                                                              • Interest in Innovation for Washing Machines

                                                                                                                                                                                                                                  • Figure 69: Interest in innovation for washing machines, repertoire, strongly agree and agree, February 2016
                                                                                                                                                                                                                                • Large capacity drum sizes worth paying more for
                                                                                                                                                                                                                                  • Figure 70: Interest in innovation for washers and dryers, strongly agree and agree, February 2016
                                                                                                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                                                                    • Consumer research methodology
                                                                                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                      • Market segment forecasts
                                                                                                                                                                                                                                        • Figure 71: Consumer spending for washing machines, by value, fan chart, 2010-20
                                                                                                                                                                                                                                        • Figure 72: Consumer spending for washer dryers, by value, fan chart, 2010-20
                                                                                                                                                                                                                                        • Figure 73: Consumer spending for tumble dryers, by value, fan chart, 2010-20
                                                                                                                                                                                                                                        • Figure 74: Volume sales of washing machines, washer dryers and tumble dryers, 2010-20
                                                                                                                                                                                                                                      • Forecast methodology

                                                                                                                                                                                                                                      Companies Covered

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                                                                                                                                                                                                                                      Washers and Dryers - UK - May 2016

                                                                                                                                                                                                                                      £1,995.00 (Excl.Tax)