Home Laundry Appliances in the Netherlands

2020 IMPACT

Declines for home laundry appliances in 2020 as many consumers postpone big-ticket purchases

After a flat performance the previous year due to a depressed housing market, rising inflation and an already high penetration rate, demand for home laundry appliances declined in 2020, as local consumers prioritised their spending to focus on essential purchases during the lockdown. Overall, this meant the postponement of big-ticket items which require a large financial outlay, particularly if they already owned appliances in good working order.

Despite rising price sensitivity, connected appliances gain further ground

Recording only low volume decline in 2020, built-in washer dryers recorded the strongest performance, driven by the growth of single householders living in smaller apartments, who continued to search for space-saving multifunctionality. Moreover, value sales of washer dryers remained stable in 2020, supported by the further upgrading by some consumers towards connected appliances; while connected automatic washing machines continued to gain volume share, connected washer dryers recorded impressive double-digit volume growth with consumers attempting to juggle child care and working from home, appreciating innovation to aid their household chores.

Consolidated competitive landscape but smaller players gain share from leaders

The competitive landscape of home laundry appliances remained fairly consolidated amongst three leading players, Electrolux (AEG-Electrolux), Whirlpool and BSH Huishoudapparaten (Bosch) in 2020. AEG-Electrolux remained as the leading brand due to its affordable price positioning and the fact that it appeals to Dutch consumers looking for energy-efficient models, in addition to attractive cashback offers.

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