Home Laundry Appliances in Austria

PROSPECTS

Stable growth continues for home laundry appliances supported by the demand for convenience

Home laundry appliances saw slight retail volume growth and slightly stronger current value growth in Austria in 2019 with a similar development expected over the forecast period. Value growth in 2019 continued to stem from freestanding home laundry appliances rather than built-in variants and from the ongoing shift towards appliances with larger capacity.

Price competition lowers unit prices of automatic washer dryers while the popularity of heat pump appliances raises the average unit price of automatic dryers

As both automatic dryers and automatic washer dryers became more common in the review period, with manufacturers marketing growing arrays of appliances, competition intensified. This has put general pressure on prices.

Rental services pose a threat to sales of home laundry appliances

As consumers in Austria are increasingly interested in pursuing more sustainable lifestyles and finding alternatives to the classic consumer society, the concept of a sharing economy has become more popular. This has an impact on consumer appliances.

COMPETITIVE LANDSCAPE

BSH Hausgeräte remains the leading player due to offering reliability and technological innovation

With its long-established Siemens and Bosch brands, which consumers perceive to be exceptionally reliable and of high quality, BSH Hausgeräte GmbH continued to lead retail volume sales of home laundry appliances in Austria in 2019. The company remained the leading player in automatic washing machines and automatic dryers in 2019 but only ranked fourth in automatic washer dryers, which allows it plenty of growth potential.

Budget-friendly brands achieve notable retail volume growth to the cost of mid-priced ranges

In home laundry appliances in Austria in 2019, entry-level brands Beko, Hoover and Candy achieved notable growth in retail volume sales due to their aggressive pricing strategies. Their popularity is increasing due to a slight polarisation trend among consumers in favour of either low-budget or premium home laundry appliances, to the cost of mid-priced ranges.

Acquisition by Haier Group boosts Hoover’s prospects in automatic washer dryers

In early 2019, Haier Group completed the acquisition of Candy SpA and its brands, Hoover and Candy. Although witnessing continued growth in their retail volume sales, both brands still held only minor positions in home laundry appliances in Austria at the end of the review period.

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