Home Laundry Appliances in Ukraine

PROSPECTS

Housing situation impacts home laundry appliances

Although the economy is improving in Ukraine many consumers continue to live in smaller homes and apartments where space is at a premium. This benefited sales of automatic washer dryers which provide convenience and a space-saving solution.

As incomes rise consumers trade up to convenience of automatic washing machines

Home laundry appliances is one of the largest categories in consumer appliances in the Ukraine with these products seen as a household essential by most consumers. As the economy improves more consumers have started trading up from semi-automatic to automatic washing machines, with these offering greater convenience.

Demand for built-in home laundry appliances declines despite economic growth

While freestanding home laundry appliances saw dynamic volume growth in 2019 sales of built-in home laundry appliances continued to struggle. When it comes to home laundry appliances consumers continue to be attracted to the best value and most economical options and this has had a negative impact on built-in home laundry appliances.

COMPETITIVE LANDSCAPE

LG and Samsung benefit from wide availability and strong marketing

LG Electronics Ukraine TOV took up the lead in home laundry appliances in 2019 with it offering a range of quality automatic washing machines. The company has invested in marketing to help raise brand awareness and to inform consumers about the benefits of its range, while its products also benefit from wide availability.

Electrolux suffers due to lack of marketing

In August 2018, Electrolux Ukraine TOV launched production of slimline automatic washing machines in Ukraine, in the city of Mykytyntsi. However, 65% of all the appliances manufactured there will be imported to Western European countries.

Candy performs well thanks to range of affordable models

Candy Hoover Ukraine LLC was one of the top performers in 2019 with it taking over the lead in automatic washer dryers. Although Ukraine’s economy saw a strong recovery at the end of the review period many consumers remain price conscious due to low incomes.

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