Table of Contents
Introduction
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- Definitions
- Excluded
- Abbreviations
Trend Applications
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- Trend: Green and Lean
- Trend: Rebirth of Cities
- Future Trend: Who needs humans?
Executive Summary
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- The market
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- Figure 1: Consumer spend on laundry appliances, 2007-17
- Figure 2: Consumer spending on all washing machines, washer dryers and tumble dryers, 2007-13
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- Figure 3: Laundry appliances, range available at selected retailers, May 2012
- Market factors
- Electricity prices have risen steeply
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- 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
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- Figure 5: Personal ownership of mobile phones, September 2012 and January 2013
- Housing sales pick up
- More 25-34s
- Companies, brands and innovation
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- Figure 6: Washing machines distribution, by value, 2012 (est)
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- Figure 7: Manufacturer shares of washing machines, 2012 (est)
- The consumer
- Brand map
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- Figure 8: Attitudes towards and usage of brands in the washer and dryer sector, April 2013
- Ownership and purchasing
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- Figure 9: Ownership of washing machines and tumble dryers, April 2012 and April 2013
- Women most likely to be responsible for the household washing
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- Figure 10: Responsibility for doing the washing, by gender, April 2013
- Top factors affecting choice of laundry appliances
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- Figure 11: Factors influencing the purchase of next laundry appliance, top six, April 2013
- Choosing the next washing machine
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- Figure 12: Features influencing choice of next washing machine, top six, April 2013
- Selecting the next tumble dryer
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- Figure 13: Factors influencing choice of next tumble dryer, top six, April 2013
- Figure 14: Attitudes to doing the laundry, top seven, April 2013
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- Figure 15: Customer target groups for washers and dryers, April 2013
- What we think
Issues in the Market
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- 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
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- Key points
- High electricity prices
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- Figure 16: Change in cost of consumer electricity, January 2011-February 2013
- Price inflation
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- 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
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- Figure 18: Energy saving logo, 2013
- Preference for drying laundry outdoors
- Thrifty with the dryer
- Recycling appliances
Broader Market Environment
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- Key points
- Internet usage
- Ownership of smartphones
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- Figure 19: Personal ownership of mobile phones, September 2012 and January 2013
- Ownership of personal/tablet computers
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- Figure 20: Household ownership of computers, September 2012 and January 2013
- Age matters
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- Figure 21: Trends in the age structure of the UK population, 2007-17
- More ABs will boost demand for top-end appliances
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- Figure 22: Forecast adult population trends, by socio-economic group, 2007-17
- Changing nature of households
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- Figure 23: UK households, by size, 2007-17
- Slow housing market
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- Figure 24: UK residential housing transactions, 2006-12
- Figure 25: UK residential housing transactions, by quarter, Q4 2011-Q1 2013
Competitive Context
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- Key points
- Economy dampens spend on home products
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- 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
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Newness matters for market share growth
- Latest innovation showcase
- Bigger and bigger washing machines
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- Figure 27: Samsung Yukon washer dryer, May 2013
- Hand cranked washing
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- Figure 28: Inside view of the Laundry Pod, May 2013
- Small space washing machine
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- Figure 29: The Petit Laundry Swoosh, May 2013
- Eco-friendly developments
- Monitor your washing while you multi-task
- Allergies tackled
- Fashion makes its entrance
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- Figure 30: LG’s Limited edition washing machine, September 2012
- Third world washing concept
Brand Research
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- Key points
- Brand map
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- Figure 31: Attitudes towards and usage of brands in the washer and dryer sector, April 2013
- Correspondence analysis
- Brand attitudes
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- Figure 32: Attitudes, by washer and dryer brand, April 2013
- Brand personality
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- Figure 33: Washer and dryer brand personality – macro image, April 2013
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- Figure 34: Washer and dryer brand personality – micro image, April 2013
- Brand experience
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- Figure 35: Washer and dryer brand usage, April 2013
- Brand satisfaction
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- Figure 36: Satisfaction with various washer and dryer brands, April 2013
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- Figure 37: Consideration of washer and dryer brands, April 2013
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- Figure 38: Consumer perceptions of current washer and dryer brand performance, April 2013
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- Figure 39: Washer and dryer brand recommendation – Net Promoter Score, April 2013
- Brand index
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- Figure 40: Washer and dryer brand index, April 2013
- Figure 41: Washer and dryer brand index vs recommendation, April 2013
- Target group analysis
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- Figure 42: Target groups, April 2013
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- 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
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- Key points
- Forecast for growth
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- Figure 44: Consumer spend on laundry appliances, 2007-17
- Large volume increase expected
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- Figure 45: Sales of laundry appliances, by volume, 2007-17
- Rise in average spend helps grow market
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- Figure 46: Consumer spending on all washing machines, washer dryers and tumble dryers, 2007-13
- Gains for washing machines
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- 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
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- Figure 49: Consumer spending on tumble dryers, 2007-13
Companies and Products
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- Key points
- Company overview
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- 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
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- 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
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- Figure 53: Financial performance of BSH Home Appliances Limited, 2010 and 2011
- Product range
- Bosch
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- Figure 54: Bosch Green Technology Inside image
- Advertising and marketing
- Siemens Home Appliances
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- Figure 55: Siemens Energy Saving award image
- Neff
- Hoover Candy Group
- Background
- Hoover
- Strategy and performance
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- 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
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- 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
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- 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
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- Figure 59: Financial performance of LG Electronics UK Limited, 2010 and 2011
- Product range
- Panasonic
- Background
- Strategy and performance
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- Figure 60: Financial performance of Panasonic UK Limited, 2011 and 2012
- Product range
- Advertising and marketing
- Whirlpool
- Background
- Strategy and performance
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- 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
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- Key points
- Currys leads the way
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- 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
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- Figure 63: white goods and small appliances, space allocation, January 2013
- Argos has the broadest range
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- Figure 64: Range of washing machines and tumble dryers (units), May 2013
Brand Communication and Promotion
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- Key points
- Advertising frenzy in 2011
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- 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
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- Figure 67: Advertising expenditure for washers and dryers, share, by advertiser, 2012
- Shifting positions for advertisers
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- Figure 68: Advertising expenditure for washers and dryers, 2009-12
- Television accounts for half of spend
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- Figure 69: Advertising expenditure, by media type, 2012
- Advertisers focus on technology
- Panasonic lightens the load
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- Figure 70: Panasonic, load more advert, 2013
- Haier introduces jaunty robot
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- Figure 71: Haier, Innovate my life advert, 2013
- LG uses dancers to illustrate motion
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- Figure 72: LG 6 Motion advert, 2013
The Consumer – Ownership and Purchasing Patterns
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- Key points
- Almost every home has a washer
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- 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
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- Figure 74: Ownership of washing machines and tumble dryers, April 2013
- Purchasing patterns
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- Figure 75: Purchased in the last three years; washing machines, combined washer dryers and tumble dryers, April 2013
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- 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
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- 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
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- 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?
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- Key points
- Who does the laundry?
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- Figure 79: Responsibility for doing the washing, April 2013
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- 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
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- Key points
- Factors influencing the choice of the next laundry appliance
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- Figure 81: Factors influencing the purchase of next laundry appliance, April 2013
- Energy – a no brainer
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- 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
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- Key points
- Features influencing choice of next washing machine
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- 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
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- Key points
- Factors influencing choice of next tumble dryer
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- 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
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- Key points
- Attitudes to doing the laundry
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- Figure 85: Attitudes to doing the laundry, April 2013
- Disagreement with attitudes to doing the laundry
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- Figure 86: Attitudes to doing the laundry, disagree, April 2013
Customer Target Groups
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- 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?
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- 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?
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- 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?
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- 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?
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- 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?
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- Figure 92: Attitudes to doing the laundry, by target groups, Indifferent, April 2013
- What factors will influence them next time they buy an appliance?
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- 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?
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- 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?
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- 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?
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- 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?
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- 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?
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- 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?
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- 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?
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- Figure 100: Attitudes to doing the laundry, by Target groups, Germ-free, April 2013
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- 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?
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- 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?
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- Figure 103: Factors influencing choice of next tumble dryer, by target groups, Germ-free, April 2013
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Appendix – Brand Research
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- Figure 104: Brand usage, April 2013
- Figure 105: Brand commitment, April 2013
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- Figure 106: Brand momentum, April 2013
- Figure 107: Brand diversity, April 2013
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- Figure 108: Brand satisfaction, April 2013
- Figure 109: Brand recommendation, April 2013
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- Figure 110: Brand attitude, April 2013
- Figure 111: Brand image – macro image, April 2013
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- Figure 112: Brand image – micro image, April 2013
- Figure 113: Profile of target groups, by demographics, April 2013
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- Figure 114: Psychographic segmentation by target groups, April 2013
- Figure 115: Brand usage by target groups, April 2013
- Brand index
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- Figure 116: Brand index, April 2013
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Appendix – Ownership and Purchasing Patterns
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- 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
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- Figure 119: Washing machines, washer dryers and tumble dryers, purchasing intentions, by demographics, April 2013
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Appendix – Consumer – Who does the Washing?
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- Figure 120: Responsibility for doing the washing, by demographics, April 2013
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Appendix – Consumer – Factors Influencing the Choice of Next Laundry Appliance
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- Figure 121: Most popular factors influencing the purchase of next laundry appliance, by demographics, April 2013
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- Figure 122: Next most popular factors influencing the purchase of next laundry appliance, by demographics, April 2013
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Appendix – Consumer – Features Influencing Choice of Next Washing Machine
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- Figure 123: Most popular features influencing choice of next washing machine, by demographics, April 2013
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- Figure 124: Next most popular features influencing choice of next washing machine, by demographics, April 2013
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Appendix – Consumer – Features Influencing Choice of Next Tumble Dryer
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- Figure 125: Most popular factors influencing choice of next tumble dryer, by demographics, April 2013
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- Figure 126: Next most popular factors influencing choice of next tumble dryer, by demographics, April 2013
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Appendix – Consumer – Attitudes to Doing the Laundry
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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Appendix – Customer Target Groups
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- Figure 133: Target groups, by demographics, April 2013
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