Home Laundry Appliances in Canada

PROSPECTS

Functionality and aesthetics to drive the category

The average Canadian family is estimated to run six loads of laundry per week. Consumers no longer regard the laundry room as a dingy room in the basement and laundry rooms are being turned into luxury spaces.

Growing preference for energy-efficient appliances

Rising energy costs concern most Canadians, and players are emphasising the efficiency of their energy-efficient home laundry appliances. An energy-efficient washing machine is reported to use 25% less energy and 33% less water, compared with a standard model.

“Smart” washing machines gain ground

The desire to be constantly connected is expected to drive the growth in sales of smart washing machines. Canadians want to stay connected when doing laundry, with the primary objective to reduce the number and burden of everyday chores.

COMPETITIVE LANDSCAPE

Players set to compete heavily on discounts and promotions

Steady currency growth and the continuing uncertainty over the prospects for the North American Free Trade Agreement are expected to raise prices of home laundry appliances in Canada. Retailers are being informed of possible price increases, which is likely to affect sales growth in the forecast period.

Samsung gears towards line-up upgrade

Following the launch of the FlexWash + FlexDry laundry system in 2017, Samsung is set to upgrade its home laundry appliances line-up with a premium compact washing machine with “QuickDrive” technology. The company claims the new appliance is able to clean laundry 35% faster than most Samsung models.

LG opens facility to meet growing demand

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

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