Home Laundry Appliances in Canada

PROSPECTS

Laundry rooms become more important to consumers

Home laundry appliances returned to retail volume growth in 2019. The average Canadian family is estimated to do six loads of laundry per week.

Energy efficiency is important in home laundry appliances, but so is convenience

Rising energy costs and environmental protection concern most Canadians, and players are therefore emphasising the energy-efficiency of their home laundry appliances. Energy Star certified washing machines are reported to use 25% less energy and 33% less water compared with standard models, saving money and the environment at the same time.

Smart washing machines gain ground

The desire to be constantly connected has been driving the growth in sales of smart washing machines. Canadians want to stay connected when doing the laundry, with the primary objective being convenience, reducing the number and burden of everyday chores and saving time by starting loads remotely.

COMPETITIVE LANDSCAPE

Despite a lack of smart products, Whirlpool maintains its lead

The top five players in home laundry appliances remained unchanged in retail volume terms in 2019. Whirlpool Canada maintained its strong lead, despite seeing a slight decline in its volume share.

Players set to compete with discounts and promotions

Rising prices pose a challenge to all producers in home laundry appliances, with unit price growth remaining strong in 2019. Retailers are being informed of further possible price increases, which is likely to affect sales growth in the forecast period.

LG opens a facility to meet the growing demand in North America

In May 2019, Seoul-based LG Corp opened a new home appliances manufacturing facility in Tennessee to meet the growing consumer demand. This move is part of an incipient trend, with other manufacturers, such as Samsung, keen to open facilities in the US to meet the North American demand.

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