Table of Contents
Executive Summary
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- The market
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- Figure 1: Consumer spend on laundry appliances, 2009-19
- Figure 2: Sales of laundry appliances, by type, 2013
- Market factors
- Companies, brands and innovation
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- Figure 3: Manufacturer shares of washing machines, by value, 2013 (est)
- Retail distribution
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- Figure 4: Washers and dryers, estimated distribution, by value, 2013 (est)
- The consumer
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- Figure 5: Household ownership of washers, washer dryers and tumble dryers, 2012-14
- Figure 6: Purchases of washers, washer dryers and tumble dryers in the last three years, April 2014
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- Figure 7: Spend on last washer, washer dryer or tumble dryer purchased in the last three years, April 2014
- Figure 8: Responsibility for doing the laundry, April 2014
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- Figure 9: Ownership of washer and dryer brands, April 2014
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- Figure 10: Correspondence Analysis, Washers & Dryers, April 2014
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- Figure 11: Features of the next washing machine that interest people, and that they would pay more for, April 2014
- What we think
Issues and Insights
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- How much shopping for washers and dryers will go online?
- The facts
- The implications
- Will we begin to see a shift from owned to ‘rented’ laundry appliances?
- The facts
- The implications
- Should washing machine marketing be aimed at women in the future?
- The facts
- The implications
Trend Application
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- Trend: Green and Lean
- Trend: Prove It
- Trend: Cam Cam
Internal Market Environment
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- Key points
- Washing machines frequently used
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- Figure 12: Loads of washing done in a typical week, by gender, October 2013
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- Figure 13: Loads of tumble drying done in a typical week, October 2013
- Energy saving matters to three quarters
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- Figure 14: Domestic electricity prices, 2008-13
- Figure 15: Proportion of people actively trying to save energy when doing the laundry, by age, October 2013
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- Figure 16: Washloads done in a typical week, October 2013
- Washing results considered most important
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- Figure 17: Wash results considered most important when doing the laundry, October 2013
Broader Market Environment
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- Key points
- Price inflation has fallen
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- Figure 18: Consumer price change for large and small domestic appliances, annual averages 2009-13
- The housing market returns to growth
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- Figure 19: UK residential housing transactions, 2009-15
- Children create more washing
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- Figure 20: Number of children, UK, by age band, 2008-18
- Summary of other key economic and demographic trends
- Consumer expenditure to grow
- ABs over a quarter of the population
- More C2s will drive demand for mid-range appliances
- Over a million more households by 2018
- Fewer families but more retired households
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- Figure 21: Example of a compact washing machine, Whirlpool AWE6517, May 2014
- Energy efficiency
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- Figure 22: Energy labels for washing machines and tumble dryers, May 2014
- Energy Saving Recommended
Competitive Context
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- Key points
- What people spend on house and garden
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- Figure 23: Consumer spending on house and garden, 2013 (est)
- Figure 24: Consumer spending on household furnishings, equipment, maintenance and domestic services, 2008-13
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Pay per wash for home use
- Smart appliances
- Colour and design
- Larger capacity from LG
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- Figure 25: LG’s UK 12 kg capacity washing machine, May 2014
- Reinventing the way we wash
- Concept machine generates pure water
Market Size and Segmentation
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- Key points
- Steady growth to 2019
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- Figure 26: Consumer spend on washing machines, washer dryers and tumble dryers, 2009-19
- Market overview
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- Figure 27: Sales of laundry appliances by type, 2013
- Figure 28: Sales of all washers and dryers, at current and constant 2013 prices, by value, 2009-19
- Figure 29: Consumer purchases and spending on all washing machines, washer dryers and tumble dryers, 2009-14
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- Figure 30: Sales of washing machines and washer-dryers, by volume and value, 2009-14
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- Figure 31: Sales of tumble dryers, by volume and value, 2009-14
Companies and Products
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- Key points
- Manufacturer shares of laundry appliances
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- Figure 32: Manufacturer shares of washing machines, 2013 (est)
- Figure 33: Manufacturer shares of washing machines, 2009, 2011 and 2013 (est)
- Beko
- Background
- Strategy and performance
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- Figure 34: Financial Performance of Beko Plc, 2011 and 2012
- Product range and features
- Advertising and marketing
- BSH Group and Siemens Home Appliances
- Background
- Strategy and performance
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- Figure 35: Financial performance of BSH Home Appliances Limited, 2011-12
- Product range and features
- Bosch
- Siemens Home Appliances
- Neff
- Hoover Candy Group
- Background
- Hoover
- Strategy and performance
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- Figure 36: Financial performance of Hoover Limited, 2011 and 2012
- Product range and features
- Advertising and marketing
- Candy
- Strategy and performance
- Product range and features
- Advertising and marketing
- Electrolux
- Background
- Strategy and performance
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- Figure 37: Financial performance of Electrolux PLC, 2011 and 2012
- Product range and features
- Advertising and marketing
- AEG
- Background
- Product range and features
- Advertising and marketing
- Zanussi
- Background
- Product range and features
- Advertising and marketing
- Indesit Company
- Background
- Strategy and performance
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- Figure 38: Financial performance of Indesit UK, 2011 and 2012
- Product range and features
- Indesit
- Advertising and marketing
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- Figure 39: Indesit, Sport Aid promotion, 2013
- Hotpoint
- Product range and features
- Advertising and marketing
- LG Electronics
- Background
- Product range and features
- Marketing and promotion
- Panasonic
- Background
- Product range
- Advertising and marketing
- Whirlpool
- Background
- Product range
- Advertising and marketing
- Maytag
- Strategy and performance
- Product range
- Other companies
- A365
- Bush
- Crosslee
- Caple
- GE Appliances
- Gorenje
- Haier
- Miele
- Samsung
Channels to Market
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- Key points
- Electrical goods distribution
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- Figure 40: Distribution of spending on all electrical goods, by value, 2013 (est)
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- Figure 41: Washers and dryers, estimated distribution, by value, 2013 (est)
- The closure of Comet
- Currys forges ahead
- Pure-play retailers growing fast
- Independents group together
- Supermarkets selling online
- John Lewis benefits from multichannel
- Selling online via partnerships
- What consumers tell us about shopping for electrical goods
Brand Communication and Promotion
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- Key points
- Advertising spend increases
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- Figure 42: Advertising expenditure for washers and dryers, 2009-13
- Figure 43: Advertising expenditure for washers and dryers 2009-13
- Samsung dominates advertising spend in 2013
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- Figure 44: Share of advertising expenditure for washers and dryers by advertiser, 2013
- Figure 45: Advertising expenditure for washers and dryers, by company, 2010-13
- Television the preferred medium
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- Figure 46: Advertising expenditure, by media type, 2013
- Figure 47: Share of advertising spend by media, 2010-13
- Washer and dryer campaigns 2013
- Samsung goes viral
- Indesit in sponsorship deal
- Beko returns to TV
- ao.com joins the party
The Consumer – Ownership and How Much Spent on Washers and Dryers
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- Key points
- 97% of households have laundry appliances
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- Figure 48: Household ownership of washers, washer dryers and tumble dryers, 2012-14
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- Figure 49: Household ownership of washers, washer dryers and tumble dryers, April 2014
- Almost every home has a washing machine
- 51% have dryers
- 16-24s have lowest ownership levels of washing machines
- 25-34s more likely to own a combined washer dryer
- High ownership levels among 45-64s
- Purchases of laundry appliances
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- Figure 50: Purchases of washers, washer dryers and tumble dryers in the last three years, April 2014
- What people say about tumble dryers
- Rapid turnaround of appliances
- What people spent on their last appliance
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- Figure 51: Spend on last washer, washer dryer or tumble dryer purchased in the last three years, April 2014
The Consumer – Who Does the Laundry?
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- Key points
- Responsibility for doing the laundry
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- Figure 52: Responsibility for doing the laundry, April 2014
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- Figure 53: Responsibility for doing the laundry, April 2014
The Consumer – Ownership and Attitudes towards Brands
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- Key points
- Ownership of brands
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- Figure 54: Brands of laundry appliance in the household, April 2014
- More than a quarter of C2s own a Hotpoint
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- Figure 55: Brands of washers and dryers owned, by age and socio-economic group, April 2014
- Profiling the brands
- Methodology
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- Figure 56: Correspondence Analysis, Washers & Dryers, April 2014
- Beko unreliable, unappealing but affordable
- Hotpoint and Hoover have a traditional image
- Bosch is the most desirable
- Samsung is stylish and cutting edge
- Brand is only part of the picture
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- Figure 57: Washers & Dryers, April 2014
The Consumer – Attitudes towards Features of Washers and Dryers
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- Key points
- Features of the next washer or dryer
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- Figure 58: Features of the next washing machine that interest people, and that they would pay more for, April 2014
- Save on the electricity bills
- Speed things up
- Deeper cleaning please
- Cut down on the noise
- Take care of delicate washing
- Self-cleaning machines
- Automatic dosing
- Divided views on extra-large loads
- Less concern about allergens
- Smart communications
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- Figure 59: Features of the next washing machine that interest people, and that they would pay more for, April 2014
- Qualitative comments about other features of machines
- Faster spin
- A timer
Appendix – Broader Market Environment
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- Figure 60: GDP, PDI, consumer expenditure and savings, at current prices, 2009-19
- Figure 61: Trends in the age structure of the UK population, 2009-19
- Socio-economic groups
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- Figure 62: Forecast adult population trends, by socio-economic group, 2008-18
- Lifestage
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- Figure 63: Forecast adult population trends, by lifestage, 2008-18
- Household size
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- Figure 64: UK households, by size, 2009-19
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Appendix – The Consumer – Ownership and How Much Spent on Washers and Dryers
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- Figure 65: Ownership of washers and dryers, by demographics, April 2014
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- Figure 66: Washers and dryers bought in the last three years – Any washer, by demographics, April 2014
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- Figure 67: Washers and dryers bought in the last three years – Any dryer, by demographics, April 2014
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- Figure 68: Washers and dryers bought in the last three years – Washing machine, by demographics, April 2014
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- Figure 69: Washers and dryers bought in the last three years – Combined washer-dryer, by demographics, April 2014
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- Figure 70: Washers and dryers bought in the last three years – Tumble dryer, by demographics, April 2014
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- Figure 71: Washers and dryers bought in the last three years – None of these, by demographics, April 2014
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- Figure 72: Most popular what they spent on washers and dryers in the last three years, by demographics, April 2014
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- Figure 73: Next most popular what they spent on washers and dryers in the last three years, by demographics, April 2014
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- Figure 74: What they spent on washers and dryers in the last three years, by washers and dryers bought in the last three years, April 2014
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Appendix – The Consumer – Who Does the Laundry?
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- Figure 75: Responsibility for doing the laundry, by demographics, April 2014
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Appendix – The Consumer – Ownership and Attitudes towards Brands
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- Figure 76: Most popular brands of washers and dryers owned, by demographics, April 2014
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- Figure 77: Next most popular brands of washers and dryers owned, by demographics, April 2014
- Filtered on ‘All who own’
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- Figure 78: Most popular brands of washers and dryers owned, by demographics, April 2014
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- Figure 79: Next most popular brands of washers and dryers owned, by demographics, April 2014
- Filtered on ‘All owners who have bought in the last three years’
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- Figure 80: Most popular brands of washers and dryers owned, by demographics, April 2014
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- Figure 81: Next most popular brands of washers and dryers owned, by demographics, April 2014
- Filtered on ‘All owners who have not bought in the last three years’
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- Figure 82: Most popular brands of washers and dryers owned, by demographics, April 2014
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- Figure 83: Next most popular brands of washers and dryers owned, by demographics, April 2014
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- Figure 84: Brands of washers and dryers owned, by ownership of washers and dryers, April 2014
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- Figure 85: Brands of washers and dryers owned, by washers and dryers bought in the last three years, April 2014
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- Figure 86: Most popular brand associations for washers and dryers – Beko, by demographics, April 2014
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- Figure 87: Next most popular brand associations for washers and dryers – Beko, by demographics, April 2014
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- Figure 88: Most popular brand associations for washers and dryers – Bosch, by demographics, April 2014
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- Figure 89: Next most popular brand associations for washers and dryers – Bosch, by demographics, April 2014
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- Figure 90: Most popular brand associations for washers and dryers – Hoover, by demographics, April 2014
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- Figure 91: Next most popular brand associations for washers and dryers – Hoover, by demographics, April 2014
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- Figure 92: Most popular brand associations for washers and dryers – Hotpoint, by demographics, April 2014
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- Figure 93: Next most popular brand associations for washers and dryers – Hotpoint, by demographics, April 2014
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- Figure 94: Most popular brand associations for washers and dryers – Samsung, by demographics, April 2014
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- Figure 95: Next most popular brand associations for washers and dryers – Samsung, by demographics, April 2014
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Appendix – The Consumer – Attitudes towards Features of Washers and Dryers
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- Figure 96: Features people are interested to have next time – Highest efficiency ratings, by demographics, April 2014
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- Figure 97: Features people are interested to have next time – Quicker to wash or dry, by demographics, April 2014
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- Figure 98: Features people are interested to have next time – Takes an extra-large load, by demographics, April 2014
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- Figure 99: Features people are interested to have next time – Safely washes or dries delicate clothing, by demographics, April 2014
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- Figure 100: Features people are interested to have next time – Intelligent machine that adjusts automatically, by demographics, April 2014
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- Figure 101: Features people are interested to have next time – Machine that deters/removes residue and mildew, by demographics, April 2014
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- Figure 102: Features people are interested to have next time – Steam cleaning cycle for deeper cleaning, by demographics, April 2014
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- Figure 103: Features people are interested to have next time – Quieter running, by demographics, April 2014
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- Figure 104: Features people are interested to have next time – Washing machine that automatically doses the right amount of detergent, by demographics, April 2014
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- Figure 105: Features people are interested to have next time – A wash cycle that reduces allergens, by demographics, April 2014
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- Figure 106: Features people are interested to have next time – Remote operation and notifications via smartphone, by demographics, April 2014
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