Home Laundry Appliances in the US

2021 DEVELOPMENTS

Laundry room no longer unattractive utilitarian space

As consumers continue to spend the majority of their time at home and report higher usage of laundry appliances, they are placing a greater focus on the appearance of the space in which they do their laundry. What was once viewed as a utilitarian space for storage and handling of dirty garments is now an environment that enhances the hygiene and orderliness of the home.

With heavier usage, greater emphasis is being placed on energy efficiency

With increasing consumer confidence and higher disposable incomes in 2021, manufacturers have ample opportunities to promote innovative features that owners of older, less efficient models of home laundry appliances may have not prioritised or been aware of pre-pandemic. With prolonged time spent at home, increased usage of home laundry appliances, and improving economic stability, consumers are showing a greater interest in and awareness of quieter, intuitive, and more energy-efficient machines.

With impact of COVID-19, consumers fulfil professional laundry services at home

While relaxed, athleisure fashion remains in style in 2021, many Americans are now wearing clothing that requires special care such as silk shirts and leather trousers as they return to office jobs full-time and attend more social gatherings. This is not correlated, however, to a return to professional laundry services.

PROSPECTS AND OPPORTUNITIES

Consumer awareness and interest in smart functionality linked to income

Whirlpool’s innovative automatic washing machine features including its Load and Go system (user preloads detergent and the machine automatically dispenses detergent for 40 loads) and Smart Laundry app (users are notified at the end of the wash and dry cycle through voice activation or smartphone) have been present in the US since 2019. However, consumer awareness of smart features is relatively low.

Eco-conscious consumers move away from automatic dryers to preserve the lifecycle of clothing

A greater focus on sustainability amongst eco-conscious consumers challenges the necessity of automatic dryers when considering the negative repercussions of using such an appliance. The first concern is the energy expended directly by the use of automatic dryers as well as the resulting emissions they produce.

If housing supply remains restricted, rental demand increases, resulting in weaker forecasts

As the supply of affordable housing inventory dwindles and the rental market heats up, consumers who opt to rent have less ability and interest in investing in home laundry appliances. Purchases and upgrades of appliances are generally entirely at the discretion of the owner of the building, and if the demand for rentals is very high, owners may have little incentive to make improvements to appeal to potential renters.