Home Laundry Appliances in Portugal

PROSPECTS

Increasingly efficient and convenient models drive sales

Major appliances are heavily dependent on the economic environment, due to the high level of investment required. Home laundry appliances benefited from the positive economic momentum in 2018, which, together with strong communication campaigns by retailers and manufacturers featuring the latest innovations with improved efficiency and added features, resulted in positive retail volume and value growth.

Automatic washing machines records the strongest retail volume growth

Automatic washing machines registered the strongest retail volume growth among home laundry appliances in 2018. The frequency of use of these appliances and the impact in terms of energy and water consumption led consumers to focus their investments on more advanced models.

Built-in records stronger growth than freestanding

Washing machines are located in various places within Portuguese households, from closed balconies which have been converted to laundry areas, in bathrooms and laundry areas, which are sometimes close to the kitchen or inside the kitchen itself, and this does not help development. Nonetheless the new impetus in construction and refurbishment, particularly in urban areas, with kitchens regaining importance in Portuguese households, benefited built-in laundry appliances, which reported strong retail volume growth in 2018.

COMPETITIVE LANDSCAPE

Whirlpool Portugal strengthens its leading position

Whirlpool Portugal has a clear lead in laundry appliances, due to its strong position in the most dynamic and important area of automatic washing machines, as well as in automatic dryers. The differentiated positioning of its Indesit, Hotpoint and Whirlpool brands to target different consumer groups remains successful, with the company increasing its sales in 2018.

Candy Hoover Portugal registers the strongest retail volume growth among the leading players

Candy Hoover Portugal recorded the strongest retail volume growth among the leading players in 2018, mainly due to the performance of its Candy brand. The launch of its new Candy Bianca line at the end of 2017 with strong investments in communication and an event which included retailers, bloggers from the technology and lifestyle spheres, press and celebrities to launch the most advanced model of the brand.

Premiumisation to develop as a strategy

As consumer confidence grows, manufacturers are investing heavily in innovation, not only to offer more efficient models to a larger number of consumers, but to develop home laundry appliances towards a new level of convenience. Now that efficiency is less of a differentiator, other added-value features such as shorter time cycles and quieter models due to inverter technology are becoming the most visible claims.

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