Home Laundry Appliances in Ukraine

PROSPECTS

Housing situation impacts home laundry appliances

Following the economic crisis of 2014/2015, the number of newly built apartments in Ukraine declined. This included both smart and smaller two and three-room apartments.

Affordable models most in demand

Ukrainians are increasingly buying home laundry appliances after having postponed purchases during and in the aftermath of the economic crisis in 2014/2015. However, due to still low purchasing power, most consumers are opting for more affordable models.

Semi-automatic washing machines remains on a downward trajectory

The target audience for semi-automatic washing machines in Ukraine tends to comprise single men with low incomes, retired people with a low level of tech awareness and rural dwellers. These people purchase semi-automatic washing machines instead of automatic appliances mainly because of their lower price.

COMPETITIVE LANDSCAPE

Electrolux assumes category leadership

In 2018, Electrolux took the leading position in home laundry appliances from Indesit. The company is present in automatic dryers, automatic washer dryers and automatic washing machines with its Electrolux and Zanussi brands, which both continued to gain share thanks to offering good quality products at affordable prices.

Ukrainian producers lose ground

There were two Ukrainian manufacturers present in home laundry appliances in 2018, Mirta Ukraine and KTD Group, with both supplying semi-automatic washing machines. The former manufactures its appliances in China and imports them into Ukraine, while the latter has local manufacturing facilities.

Beko records the strongest performance in 2018

Beko Ukraine recorded the strongest volume sales growth in home laundry appliances in 2018 thanks to its focus on the low and mid-priced segments. During the year, the company successfully launched appliances featuring its ProSmart inverter motor technology.

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