The Otthon Melege government subsidy programme was a success story over the review period in Hungary. Thanks to the huge number of applicants in 2017, the Ministry of National Development needed to raise subsidies to HUF2.
Unlike in the case of dishwashers, time management is a very crucial question when taking laundry as a household chore, since automatic washing machines need direct action for unloading and drying the clothes. Thus, smart functions and connectivity play important roles within the category.
As of 2018, Hungary still had a relatively high share of top-loading automatic washing machines; however, their share was gradually decreasing. The reasons for this are both their relatively lower prices and that they need less space.
Whirlpool Hungaria was present as a stable leader within home laundry in Hungary over the review period. The affordability of Whirlpool models makes them very popular among Hungarian consumers when purchasing new automatic washing machines, and they are able to meet the requirements of the average user at all levels; however, more-premium brands, with energy-efficient models providing additional features such as special washing technologies, dedicated programmes or timing features, are also increasingly popular among more-affluent consumers.
Considering the fact that connected home laundry appliances are becoming popular in Hungary, it is worth asking whether this growth is driven indirectly by the premium segment in general, or if consumers are attracted solely by their smart functions.
Towards the end of the review period, Electrolux incorporated steam technology into its washing machines, including the innovative SteamCare and FreshScent system. If clothes do not need to be washed, only to be refreshed, this is a perfect method, which saves both time, energy and also protects the quality of the clothes.
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