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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