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

1. 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.
table Of Content
introduction
definitions
excluded
abbreviations
trend Applications
trend: Green And Lean
trend: Rebirth Of Cities
future Trend: Who Needs Humans?
executive Summary
the Market
figure 1: Consumer Spend On Laundry Appliances, 2007-17
figure 2: Consumer Spending On All Washing Machines, Washer Dryers And Tumble Dryers, 2007-13
figure 3: Laundry Appliances, Range Available At Selected Retailers, May 2012
market Factors
electricity Prices Have Risen Steeply
figure 4: Electricity Price Index, 2008-12
worry About Costs Suppresses Demand For Tumble Dryers
convenient Access To The Internet Fuels Rise In Shopping Online
figure 5: Personal Ownership Of Mobile Phones, September 2012 And January 2013
housing Sales Pick Up
more 25-34s
companies, Brands And Innovation
figure 6: Washing Machines Distribution, By Value, 2012 (est)
figure 7: Manufacturer Shares Of Washing Machines, 2012 (est)
Washers and Dryers - UK - June 2013

2. the Consumer
brand Map
figure 8: Attitudes Towards And Usage Of Brands In The Washer And Dryer Sector, April 2013
ownership And Purchasing
figure 9: Ownership Of Washing Machines And Tumble Dryers, April 2012 And April 2013
women Most Likely To Be Responsible For The Household Washing
figure 10: Responsibility For Doing The Washing, By Gender, April 2013
top Factors Affecting Choice Of Laundry Appliances
figure 11: Factors Influencing The Purchase Of Next Laundry Appliance, Top Six, April 2013
choosing The Next Washing Machine
figure 12: Features Influencing Choice Of Next Washing Machine, Top Six, April 2013
selecting The Next Tumble Dryer
figure 13: Factors Influencing Choice Of Next Tumble Dryer, Top Six, April 2013
figure 14: Attitudes To Doing The Laundry, Top Seven, April 2013
figure 15: Customer Target Groups For Washers And Dryers, April 2013
what We Think
issues In The Market
as Energy Prices Stay High, Will Consumers Alter Their Laundry Habits?
what Are The Deciding Factors That Will Influence Choice Of The Next Washing Machine?
how Much Does Style Influence Demand For Washers And Dryers?
how Important Is Brand?
what Is The Outlook For Sales Of Washing Machines And Tumble Dryers?
internal Market Environment
key Points
high Electricity Prices
figure 16: Change In Cost Of Consumer Electricity, January 2011-february 2013
price Inflation
figure 17: Consumer Price Indices For Major Appliances And Small Electric Goods, January 2011-february
2013
amdea Says It’s ‘time To Change’
reducing Energy Use
standby Regulations Change
eco Design And Energy Labelling Update
more Energy Advice
figure 18: Energy Saving Logo, 2013
preference For Drying Laundry Outdoors
thrifty With The Dryer
recycling Appliances
Washers and Dryers - UK - June 2013

3. broader Market Environment
key Points
internet Usage
ownership Of Smartphones
figure 19: Personal Ownership Of Mobile Phones, September 2012 And January 2013
ownership Of Personal/tablet Computers
figure 20: Household Ownership Of Computers, September 2012 And January 2013
age Matters
figure 21: Trends In The Age Structure Of The Uk Population, 2007-17
more Abs Will Boost Demand For Top-end Appliances
figure 22: Forecast Adult Population Trends, By Socio-economic Group, 2007-17
changing Nature Of Households
figure 23: Uk Households, By Size, 2007-17
slow Housing Market
figure 24: Uk Residential Housing Transactions, 2006-12
figure 25: Uk Residential Housing Transactions, By Quarter, Q4 2011-q1 2013
competitive Context
key Points
economy Dampens Spend On Home Products
figure 26: Uk Consumer Spending On Selected Home Products, 2008-12
house Moves Matter
making The Best Of Where They Live Now
priorities Within The Home
innovation Important For Appliances
strengths And Weaknesses In The Market
strengths
weaknesses
who’s Innovating?
key Points
newness Matters For Market Share Growth
latest Innovation Showcase
bigger And Bigger Washing Machines
figure 27: Samsung Yukon Washer Dryer, May 2013
hand Cranked Washing
figure 28: Inside View Of The Laundry Pod, May 2013
small Space Washing Machine
figure 29: The Petit Laundry Swoosh, May 2013
Washers and Dryers - UK - June 2013

4. eco-friendly Developments
monitor Your Washing While You Multi-task
allergies Tackled
fashion Makes Its Entrance
figure 30: Lg’s Limited Edition Washing Machine, September 2012
third World Washing Concept
brand Research
key Points
brand Map
figure 31: Attitudes Towards And Usage Of Brands In The Washer And Dryer Sector, April 2013
correspondence Analysis
brand Attitudes
figure 32: Attitudes, By Washer And Dryer Brand, April 2013
brand Personality
figure 33: Washer And Dryer Brand Personality – Macro Image, April 2013
figure 34: Washer And Dryer Brand Personality – Micro Image, April 2013
brand Experience
figure 35: Washer And Dryer Brand Usage, April 2013
brand Satisfaction
figure 36: Satisfaction With Various Washer And Dryer Brands, April 2013
figure 37: Consideration Of Washer And Dryer Brands, April 2013
figure 38: Consumer Perceptions Of Current Washer And Dryer Brand Performance, April 2013
figure 39: Washer And Dryer Brand Recommendation – Net Promoter Score, April 2013
brand Index
figure 40: Washer And Dryer Brand Index, April 2013
figure 41: Washer And Dryer Brand Index Vs Recommendation, April 2013
target Group Analysis
figure 42: Target Groups, April 2013
figure 43: Washer And Dryer Brand Usage, By Target Groups, April 2013
group One – Conformists
group Two – Simply The Best
group Three – Shelf Stalkers
group Four – Habitual Shoppers
group Five – Individualists
market Size And Segmentation
key Points
forecast For Growth
figure 44: Consumer Spend On Laundry Appliances, 2007-17
large Volume Increase Expected
Washers and Dryers - UK - June 2013

5. figure 45: Sales Of Laundry Appliances, By Volume, 2007-17
rise In Average Spend Helps Grow Market
figure 46: Consumer Spending On All Washing Machines, Washer Dryers And Tumble Dryers, 2007-13
gains For Washing Machines
figure 47: Consumer Spending On Washing Machines/combined Washer Dryers, 2007-13
figure 48: Average Spend On Washing Machines/washer Dryers, 2007-13
many Opt To Do Without A Tumble Dryer
figure 49: Consumer Spending On Tumble Dryers, 2007-13
companies And Products
key Points
company Overview
figure 50: Manufacturer Shares Of Washing Machines, 2012 (est)
figure 51: Manufacturer Shares Of Washing Machines, 2008 (est), 2010 (est) And 2012 (est)
beko
background
strategy And Performance
figure 52: Financial Performance Of Beko Plc, 2010 And 2011
product Range
advertising And Marketing
bsh Group And Siemens Home Appliances
background
strategy And Performance
figure 53: Financial Performance Of Bsh Home Appliances Limited, 2010 And 2011
product Range
bosch
figure 54: Bosch Green Technology Inside Image
advertising And Marketing
siemens Home Appliances
figure 55: Siemens Energy Saving Award Image
neff
hoover Candy Group
background
hoover
strategy And Performance
figure 56: Financial Performance Of Hoover Limited, 2010 And 2011
product Range
advertising And Marketing
candy
strategy And Performance
product Range
advertising And Marketing
Washers and Dryers - UK - June 2013

6. electrolux
background
strategy And Performance
figure 57: Financial Performance Of Electrolux Plc, 2010 And 2011
product Range
advertising And Marketing
aeg
background
product Range
advertising And Marketing
zanussi
background
product Range
indesit Company
background
strategy And Performance
figure 58: Financial Performance Of Indesit Uk, 2010 And 2011
product Range
indesit
advertising And Marketing
hotpoint
product Range
advertising And Marketing
lg Electronics
background
strategy And Performance
figure 59: Financial Performance Of Lg Electronics Uk Limited, 2010 And 2011
product Range
panasonic
background
strategy And Performance
figure 60: Financial Performance Of Panasonic Uk Limited, 2011 And 2012
product Range
advertising And Marketing
whirlpool
background
strategy And Performance
figure 61: Financial Performance Of Whirlpool Uk Limited, 2010 And 2011
product Range
advertising And Marketing
maytag
strategy And Performance
product Range
Washers and Dryers - UK - June 2013

7. other Companies
bush
appliance365
crosslee
caple
ge Appliances
gorenje
haier
miele
samsung
channels To Market
key Points
currys Leads The Way
figure 62: Washing Machines, Distribution, By Value, 2012 (est)
collapse Of Comet
service And Lower Operating Costs For Currys
independents’ Strength In Numbers
is Non-food Failing In The Supermarkets?
multi-channel Works Wonders For John Lewis
selling Online Via Partnerships
pureplay Retailers
what Consumers Tell Us About Shopping For Laundry Appliances
currys Allocates Highest Proportion Of Appliance Space To Laundry Appliances
figure 63: White Goods And Small Appliances, Space Allocation, January 2013
argos Has The Broadest Range
figure 64: Range Of Washing Machines And Tumble Dryers (units), May 2013
brand Communication And Promotion
key Points
advertising Frenzy In 2011
figure 65: Advertising Expenditure For Washers And Dryers, 2008-12
figure 66: Advertising Expenditure For Washers And Dryers, 2008-12
samsung Tops Advertisers In 2012
figure 67: Advertising Expenditure For Washers And Dryers, Share, By Advertiser, 2012
shifting Positions For Advertisers
figure 68: Advertising Expenditure For Washers And Dryers, 2009-12
television Accounts For Half Of Spend
figure 69: Advertising Expenditure, By Media Type, 2012
advertisers Focus On Technology
panasonic Lightens The Load
Washers and Dryers - UK - June 2013

8. figure 70: Panasonic, Load More Advert, 2013
haier Introduces Jaunty Robot
figure 71: Haier, Innovate My Life Advert, 2013
lg Uses Dancers To Illustrate Motion
figure 72: Lg 6 Motion Advert, 2013
the Consumer – Ownership And Purchasing Patterns
key Points
almost Every Home Has A Washer
figure 73: Ownership Of Washing Machines And Tumble Dryers, April 2012 And April 2013
universal Ownership Of Washing Machines
once You Have A Base, You Have A Washing Machine
combined Washer Dryer Owners Have A London Bias
upscale Bias For Combined Washer Dryers
separate Tumble Dryers In Suburbia Or Rural Locations
private Renters Less Inclined To Have Tumble Dryers
kids Make A Difference
figure 74: Ownership Of Washing Machines And Tumble Dryers, April 2013
purchasing Patterns
figure 75: Purchased In The Last Three Years; Washing Machines, Combined Washer Dryers And Tumble
Dryers, April 2013
figure 76: Purchased In The Last Three Years; Washing Machines, Combined Washer Dryers And Tumble
Dryers, By Age, April 2013
highest Demand For Combined Washer Dryers Among 25-34s
the Child Factor
london Bias For Washer Dryers
socio-economic Differences
bigger Households – More Tumble Dryers
what They Intend To Buy
figure 77: Intend To Purchase In The Next Twelve Months; Washing Machines, Combined Washer Dryers
And Tumble Dryers, April 2013
25-34s Are A Key Target
figure 78: Intend To Purchase In The Next Twelve Months By Age; Washing Machines, Combined Washer
Dryers And Tumble Dryers, April 2013
25-34s Are A Prime Target
other Key Findings
the Consumer – Who Does The Washing?
key Points
who Does The Laundry?
figure 79: Responsibility For Doing The Washing, April 2013
Washers and Dryers - UK - June 2013

9. figure 80: Responsibility For Doing The Washing, By Gender, April 2013
engagement Of Young People In Laundry Tasks
sharing As Income Rises
the Consumer – Factors Influencing The Choice Of Next Laundry Appliance
key Points
factors Influencing The Choice Of The Next Laundry Appliance
figure 81: Factors Influencing The Purchase Of Next Laundry Appliance, April 2013
energy – A No Brainer
figure 82: Factors Influencing The Purchase Of Next Laundry Appliance, Good Energy Rating, By Age, April
2013
older Consumers Want A Brand They Trust
cutting Down On Noise
peace Of Mind
how Long Until It’s Done?
being Under Control
setting A Timer
a Penchant For Style?
thinking About Child Safety
technology Too Far?
the Consumer – Features Influencing Choice Of Next Washing Machine
key Points
features Influencing Choice Of Next Washing Machine
figure 83: Features Influencing Choice Of Next Washing Machine, April 2013
simplicity Please
saving Time
who Cares About The Environment?
safety Features
dryer When It Comes Out Of The Machine
who Wants The Largest Capacity?
pride In Performance
adjusting The Dose
a Quarter Would Like To Tackle Dust Mites
washing Machines As A Personality
the Consumer – Factors Influencing Choice Of Next Tumble Dryer
key Points
factors Influencing Choice Of Next Tumble Dryer
figure 84: Factors Influencing Choice Of Next Tumble Dryer, April 2013
Washers and Dryers - UK - June 2013

10. making Light Of The Load
get It All Done At Once
intelligent Electronic Controls
standalone Tumble Dryers Of Less Interest To Under-34s
condensers Broadly Popular
filter Indicators
for People In A Rush
energy Saving
tumble Dryers As A Personality
the Consumer – Attitudes To Doing The Laundry
key Points
attitudes To Doing The Laundry
figure 85: Attitudes To Doing The Laundry, April 2013
disagreement With Attitudes To Doing The Laundry
figure 86: Attitudes To Doing The Laundry, Disagree, April 2013
customer Target Groups
figure 87: Customer Target Groups For Washers And Dryers, April 2013
reliable Branders (24%)
who Are They?
what Do They Say About Doing The Laundry?
figure 88: Attitudes To Doing The Laundry, By Target Groups, Reliable Branders, April 2013
what Factors Will Influence Them Next Time They Buy An Appliance?
figure 89: Factors Influencing The Purchase Of Next Laundry Appliance, By Target Groups, Reliable
Branders April 2013
what Features Will Influence Their Next Choice Of Washing Machine?
figure 90: Features Influencing Choice Of Next Washing Machine, By Target Groups, Reliable Branders,
April 2013
what Factors Will Influence Their Next Choice Of Tumble Dryer?
figure 91: Factors Influencing Choice Of Next Tumble Dryer, By Target Groups, Reliable Branders, April
2013
indifferent (23%)
who Are They?
what Do They Say About Doing The Laundry?
figure 92: Attitudes To Doing The Laundry, By Target Groups, Indifferent, April 2013
what Factors Will Influence Them Next Time They Buy An Appliance?
figure 93: Factors Influencing The Purchase Of Next Laundry Appliance, By Target Groups, Indifferent,
April 2013
what Features Will Influence Their Next Choice Of Washing Machine?
figure 94: Features Influencing Choice Of Next Washing Machine, By Target Groups, Indifferent, April 2013
Washers and Dryers - UK - June 2013

11. what Factors Will Influence Their Next Choice Of Tumble Dryer?
figure 95: Factors Influencing Choice Of Next Tumble Dryer, By Target Groups, Indifferent, April 2013
cost-conscious (23%)
who Are They?
what Do They Say About Doing The Laundry?
figure 96: Attitudes To Doing The Laundry, By Target Groups, Cost-conscious, April 2013
what Factors Will Influence Them Next Time They Buy An Appliance?
figure 97: Factors Influencing The Purchase Of Next Laundry Appliance, By Target Groups, Cost-conscious,
April 2013
what Features Will Influence Their Next Choice Of Washing Machine?
figure 98: Features Influencing Choice Of Next Washing Machine, By Target Groups, Cost-conscious, April
2013
what Factors Will Influence Their Next Choice Of Tumble Dryer?
figure 99: Factors Influencing Choice Of Next Tumble Dryer, By Target Groups, Cost-conscious, April 2013
germ-free (30%)
who Are They?
what Do They Say About Doing The Laundry?
figure 100: Attitudes To Doing The Laundry, By Target Groups, Germ-free, April 2013
figure 101: Factors Influencing The Purchase Of Next Laundry Appliance, By Target Groups, Germ-free,
April 2013
what Features Will Influence Their Next Choice Of Washing Machine?
figure 102: Features Influencing Choice Of Next Washing Machine, By Target Groups, Germ-free, April
2013
what Factors Will Influence Their Next Choice Of Tumble Dryer?
figure 103: Factors Influencing Choice Of Next Tumble Dryer, By Target Groups, Germ-free, April 2013
appendix – Brand Research
figure 104: Brand Usage, April 2013
figure 105: Brand Commitment, April 2013
figure 106: Brand Momentum, April 2013
figure 107: Brand Diversity, April 2013
figure 108: Brand Satisfaction, April 2013
figure 109: Brand Recommendation, April 2013
figure 110: Brand Attitude, April 2013
figure 111: Brand Image – Macro Image, April 2013
figure 112: Brand Image – Micro Image, April 2013
figure 113: Profile Of Target Groups, By Demographics, April 2013
figure 114: Psychographic Segmentation By Target Groups, April 2013
figure 115: Brand Usage By Target Groups, April 2013
brand Index
figure 116: Brand Index, April 2013
Washers and Dryers - UK - June 2013

12. appendix – Ownership And Purchasing Patterns
figure 117: Washing Machines, Washer Dryers And Tumble Dryers, Ownership, By Demographics, April
2013
figure 118: Washing Machines, Washer Dryers And Tumble Dryers, Purchased In Last Three Years, By
Demographics, April 2013
figure 119: Washing Machines, Washer Dryers And Tumble Dryers, Purchasing Intentions, By
Demographics, April 2013
appendix – Consumer – Who Does The Washing?
figure 120: Responsibility For Doing The Washing, By Demographics, April 2013
appendix – Consumer – Factors Influencing The Choice Of Next Laundry Appliance
figure 121: Most Popular Factors Influencing The Purchase Of Next Laundry Appliance, By Demographics,
April 2013
figure 122: Next Most Popular Factors Influencing The Purchase Of Next Laundry Appliance, By
Demographics, April 2013
appendix – Consumer – Features Influencing Choice Of Next Washing Machine
figure 123: Most Popular Features Influencing Choice Of Next Washing Machine, By Demographics, April
2013
figure 124: Next Most Popular Features Influencing Choice Of Next Washing Machine, By Demographics,
April 2013
appendix – Consumer – Features Influencing Choice Of Next Tumble Dryer
figure 125: Most Popular Factors Influencing Choice Of Next Tumble Dryer, By Demographics, April 2013
figure 126: Next Most Popular Factors Influencing Choice Of Next Tumble Dryer, By Demographics, April
2013
appendix – Consumer – Attitudes To Doing The Laundry
figure 127: Agreement With The Statements ‘the Cost Of Running A Tumble Dryer Puts Me Off
Using Them’ And ‘a Machine That Saves Me Money On Electricity Or Water Bills Water
Matters A Lot To Me’, By Demographics, April 2013
figure 128: Agreement With The Statements ‘it’s Worth Paying A Little More For A Washing
Machine That Uses Less Detergent’ And ‘washing At A Low Temperature (40 Degrees Or
Less) Helps Me To Take Care Of The Environment’, By Demographics, April 2013
figure 129: Agreement With The Statements ‘it Feels Wasteful To Run The Washing Machine Before
There Is A Full Load’ And ‘i Prefer Not To Use A Tumble Dryer For Environmental
Reasons’, By Demographics, April 2013
Washers and Dryers - UK - June 2013

13. figure 130: Agreement With The Statements ‘price Is More Important To Me Than Brand’ And
‘higher Priced Brands Work Better Than Less Expensive Ones’, By Demographics, April 2013
figure 131: Agreement With The Statements ‘i Favour Brands That I Believe Will Be Reliable For A
Long Time’ And ‘it’s Important For My Laundry To Stay Looking As Good As
New’, By Demographics, April 2013
figure 132: Agreement With The Statements ‘washing At A Low Temperature Is Just As Effective As
Washing At Higher Temperatures’ And ‘i Worry About Bacteria Growing In The Washing
Machine’, By Demographics, April 2013
appendix – Customer Target Groups
figure 133: Target Groups, By Demographics, April 2013
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Washers and Dryers - UK - June 2013