Despite home laundry appliances being a highly saturated category, demand saw positive growth in 2021. As the threat of Coronavirus (COVID-19) lingered, the pandemic continued to shape consumer needs and purchasing decisions.
The average retail current unit price of home laundry appliances is set to rise only marginally over 2021 as a whole. This performance is shaped by the dominant type, automatic washing machines.
Indesit (NBO: Indesit Co Österreich; GBO: Whirlpool) is set to remain the leading brand in home laundry appliances in Austria over 2021, followed by Siemens (BSH Hausgeräte) and the Austrian brand Elektra Bregenz (GBO: Arçelik). BSH Hausgeräte, which also offers the Bosch brand, is set to retain leadership of the category as a whole.
Over the forecast period, home laundry appliances is expected register positive, if modest growth in retail volume and value (constant 2021 prices) sales. This is due to the very high penetration rate of automatic washing machines and, to a lesser, but growing extent, automatic dryers and even automatic washer dryers.
Connectivity and smart features are recognised as extra features of premium models, but are so far not perceived to offer sufficient added value to convince the average consumer to pay more for connected/smart appliances. Nonetheless, connectivity and smart appliances will be an ever-increasing topic in home laundry appliances in the forecast period, with smart features being introduced as standard features for more and more brands and models in the premium to mid-priced ranges.
In the review period, several new renting services for durables, such as consumer electronics and appliances and sports equipment, were observed, but they were not able to establish a sizeable consumer base. Ultimately, the only area where such renting services play a notable role is consumer appliances, especially home laundry appliances.
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Understand the latest market trends and future growth opportunities for the Home Laundry Appliances industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Home Laundry Appliances
Home laundry appliances includes the following categories: automatic dryers, automatic washing machines, automatic washer dryers and semi-automatic washing machines.See All of Our Definitions
This report originates from Passport, our Home Laundry Appliances research and analysis database.
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