Home Laundry Appliances in the Netherlands

PROSPECTS

Home laundry volume sales saved by automatic dryers and automatic washer dryers

Home laundry’s retail volume sales increased marginally in 2018 due to the performance of automatic dryers and automatic washer dryers. The former recorded the highest retail volume growth due to its low penetration rate, leaving potential for new sales and with the Dutch economy growing and unemployment rate falling, consumers are spending their money on other non-essential products.

Automatic washing machines declines in retail volume terms amidst maturity

Automatic washing machines’ volume sales declined in 2018 amidst maturity. Sales largely depend on replacement as the penetration rate of automatic washing machine is high, making it one of the appliances that most Dutch households own.

Shift to energy efficient appliances sparks no price increases in 2018

As the focus is now on energy efficiency in most consumer appliances, there was a shift towards energy efficient automatic dryers, automatic washing machines and automatic washer dryers; however, this did not drive the average unit price in 2018, with prices remaining stable. This was linked to price reductions, especially for automatic washing machines where volume sales were declining and manufacturers were trying to push volumes using attractive prices.

COMPETITIVE LANDSCAPE

Whirlpool Nederland’s volume sales continue to decline in 2018

Whirlpool Nederland registered another year of disappointing results in 2018 in home laundry appliances, with volume sales declining. The company which has been restructuring since 2015 seems unable to stabilise and this is affecting its brands Whirlpool, Bauknecht and Indesit.

Fastest growing Samsung invest in innovations with new product development

Samsung Nederland BV was the fastest growing player in home laundry appliances in 2018 in the Netherlands mainly due to its presence in automatic washer dryers. Samsung is the leading player in automatic washer dryers and offers a wide range of models to choose from than its competitors.

Electrolux Home Products leads home laundry appliances in 2018

Electrolux Home Products continued to lead home laundry appliances in 2018 ahead of players such as Whirlpool Nederland and BSH Huishoudapparaten. The company, which is active with AEG-Electrolux and Zanussi-Electrolux enjoyed marginal retail volume growth in 2018 partly because of its focus on the greater specific value offered by AEG-Electrolux and less on the economic Zanussi-Electrolux.

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