Home Laundry Appliances in Australia

2021 DEVELOPMENTS

Hygiene: An important feature of new launches

Home laundry appliances is predicted to experience further steady demand in 2021 as Australians spend longer periods of time at home, driving up demand for larger automatic washing machines with a capacity of above 9 kg. While lingering price sensitivity as a result of the pandemic means that local consumers remain conscious of energy costs, driving up further demand for more energy-efficient models including front-loading automatic washing machines (which are perceived to be more water-efficient), heightened hygiene awareness and a greater focus on laundry sanitising features is encouraging manufacturers to include hygiene cycles as part of their new product development.

Small laundry spaces influence product development and functionality

Functionality is an important feature influencing consumers’ purchasing decisions in Australia, particularly for consumers who have to consider accommodating an appliance into an ever shrinking laundry area as apartment living rises in the country. This trend is continuing to drive the dynamic performance of automatic washer dryers, including niche brands such as US-based Speed Queen, which reported dynamic sales of its premium automatic washers and dryers and resulting in the launch of its Speed Queen Stack Washer/Dryer.

Fisher & Paykel continues to lead consolidated competitive landscape

Fisher & Paykel is set to retain its leadership of a fairly consolidated competitive landscape in Australia, with the player benefiting from its strength in the largest volume category of automatic washing machines. The manufacturers has been focusing on connectivity in its latest launches in line with increasing demand for connected home laundry appliances, while embracing the opportunity to be more connected and dynamic in the way it operates.

PROSPECTS AND OPPORTUNITIES

Housing market recovery to support sales of home laundry appliances

The forecast period is likely to see stronger demand for home laundry appliances over the forecast period as consumers gradually regain their purchasing confidence and invest in more advanced features and functionality, considering the number of new launches which continued to emerge at the end of the review period.

Smart features to remain in high demand

Local consumers are increasingly demanding smart features to be incorporated into their home laundry appliances in order to ensure greater autonomy. This will not only drive up further share gain for connected appliances within the category but also help support a rise in the average unit price and overall value sales growth.

Water and energy efficiency to increasingly influence purchasing decisions

In line with the 2020 implementation of the WELS water efficiency rating by the Australian government which requires manufacturers to comply with guidelines, local consumers are predicted to becoming increasingly aware of not only saving water but also continuing to scrutinise energy-efficiency ratings of different models of home laundry appliances to help them reduce water and energy bills. This is likely to encourage them to upgrade to newer models which claim to address these issues; while these appliances result in a greater initial outlay it may lead to longer-term savings in addition to responding to rising environmental concerns.