Home Laundry Appliances in Portugal

PROSPECTS

More building means more built-in

As economic optimism encourages building upgrades and modernisation, with willingness to spend more on refurbishments, replacement purchases of home laundry appliances continue to support sales. The impact is greater on built-in home laundry appliances than on freestanding home laundry appliances, with the former outperforming the latter in both volume and value growth.

Modernisation supports replacement purchases

Major appliances require a high level of consumer investment, and as such, their sales are heavily dependent on the economic environment. The recent positive economic momentum has been good for the growth of home laundry appliances, and manufacturers have seized the advantage by launching strong promotional campaigns.

Consumers say no to combination washer dryers

Home laundry appliances bucks a major trend somewhat in that consumers do not seem to want a one-size-fits-all solution. Automatic washer dryers, while recording slow growth, is not at all as dynamic as automatic dryers and automatic washing machines.

COMPETITIVE LANDSCAPE

Leading brand Candy benefits from high-profile launch of Candy Bianca

Candy was the most energetic brand in terms of retail volume sales in 2019. The brand is owned by national company Candy Hoover Portugal, a company which is now reaping the rewards of previous years’ investment in products and active marketing strategies.

Premiumisation is now the main differentiator

As consumer confidence continues to grow against a background of a buoyant economy and the surge of home renovations and refurbishments, manufacturers are investing in innovation. Efficiency has been one of the main driving factors behind sales over the review period, not only because of consumer concerns with saving time and money but also because of growing environmental awareness amongst the general population.

Whirlpool remains leading company thanks to differentiated brands at all price points

Whirlpool Portugal maintains its clear lead in laundry appliances, keeping hold of the largest slice company share. Whirlpool’s place at the top is partly thanks to its already-strong position in the dynamic and important automatic washing machines, and also in automatic dryers.

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