Home Laundry Appliances in the Netherlands

PROSPECTS

Numerous factors contribute to declining sales of automatic washing machines, while automatic dryers and washer dryers manage positive growth in 2019

Volume growth of home laundry appliances stagnated on average in 2019 because of declining consumer confidence, and because higher inflation offset the higher disposable income that consumers might otherwise have enjoyed. Consumers were putting off making big purchases.

Value sales increase in line with higher unit prices for energy-saving washing machines and appliances with additional functions

Value sales increased in 2019 because all home laundry appliances again saw higher unit prices. Nevertheless, the unit price growth was slightly lower than it was in 2018, when the introduction of a host of more energy-efficient washing machines, automatic dryers and automatic and washer dryers caused a sharper rise in average unit prices over the previous year.

Internet retailing volume share increases, boosted by extra services offered by online retailers

Volume sales of home laundry appliances through internet retailing increased by double digits for the third consecutive year in 2019, as more consumers have grown comfortable with ordering such products online. Many of the biggest online retailers such as Bol.

COMPETITIVE LANDSCAPE

Electrolux Home Products maintains its lead and focuses more attention on promoting its value-added AEG brand

Electrolux Home Products (Nederland) maintained its leading volume share in 2019 on the strength of its AEG-Electrolux and Zanussi-Electrolux brands, which effectively target different types of customers. The company is focusing on AEG because the brand’s value-added appliances command higher unit prices as compared to Zanussi appliances, which appeal to consumers interested in basic functionalities.

Distribution challenges impede Whirlpool’s ability to generate positive volume growth for any of its three brands in 2019

Whirlpool Nederland’s volume sales in home laundry declined in 2019 for the third consecutive year, despite the restructuring exercise that the company went through in 2015 after taking over the Indesit brand and withdrawing Hotpoint Ariston from the Netherlands. The company still faces logistical challenges by the mother company in the US, which has resulted in lower shipments to Europe, including the Netherlands.

Samsung increases its volume sales in 2019, focusing on promotion and building on its strength in popular automatic washer dryers

Through promotions, Samsung Nederland managed to increase its volume sales slightly in 2019. One of its promotions included one year’s worth of Robijn laundry soap with the purchase of its Quickdrive washing machine with automatic optimal wash.

Files are delivered directly into your account within a few minutes of purchase.