Automatic washing machines has seen a significant improvement in 2018 compared to last year, even though the tough market conditions are very similar. Nevertheless, growth has been more a result of a market correction, with more than half of the washing machines sold in 2018 being replacement purchases.
The Danish housing market continues to prosper, with the total number of dwellings in Denmark having increased by a further 0.6% between 2017 to 2018.
Connected home laundry appliances have started to become a topic of conversation in 2018, with a survey suggesting that more than half of the respondents knew about the connectivity features between washing machines and smartphones. This suggests a clear increase compared to 2017, especially among older age groups.
Samsung is always among the first movers when it comes to implementing the latest technological advancements in home laundry appliances. Its new Quickdrive range is now accessible on the Danish market and it fits perfectly with current trends: The washing time is half that of the average, which is a big plus in the hectic lifestyles of Danish consumers and it also resonates with the convenience trend.
Similar to other major household appliance categories, like refrigeration appliances, BSH’s Siemens brand places a lot of emphasis on technology and connectivity when it comes to marketing its home laundry appliances. Its Home Connect app puts full control of its connected consumer appliances in the hands of tech-savvy customers through their smartphones.
Home laundry appliances is a particularly competitive category in Denmark. The two main factors influencing purchasing decisions in 2018 are price and energy efficiency.
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This industry report originates from Passport, our Consumer Appliances market research database.