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BUYERS' GUIDE HOME APPLIANCES WASHING MACHINES MARKET Performance, and in particular capacity is a long-term driver of all major markets. This translates into increasingly large loading capacities in washing machines. As an example, washing machines with 9kg or more capacity grew by 23% globally. This trend is still fuelled by emerging economies like China and India. The other growth trends observed are energy-efficient washing machines as well as smart connectivity. Here, especially the Wi-Fi and/or NFC smart appliances boost the market with growth rates of 33% in Western Europe or 89% in South East Asia. While China was the first mover in the market, sales already crossed the zenith. Such smart washing machines currently decline at a rate of 16%. Clearly, a new level of innovation is needed to justify further demand in the future. STATE OF PLAY INNOVATIONS TO LOOK FOR AT IFA Energy efficiency tops the agenda Smarter and savvier consumers demand more from their appliances as energy bills, more than ever before, place a huge strain on household finances. At IFA, manufacturers show technological innovations that give real assistance to the consumer, to not only guarantee perfect and effortless results every time, but also maximise resource savings. Appliances, which not only provide exceptional results, but also ensure maximum energy efficiency, are also a key market driver for growth. Get connected A number of manufacturers present their smart, appdriven washing machines at this year’s IFA. There has been a significant increase in sales of connected appliances and while this is sometimes viewed as a gimmick, the reality is that technology is already taking over our homes, and manufacturers are confident that it’s only a matter of time before all kitchen appliances are connected, too. Connected washing machines enable users to download new programmes through the manufacturers’ app. The promise of simplification positively impacts sales. Washer-dryers are a prime example of a multifunctional appliance succeeding in the markets for quite some years now. There are also more recent and substantial trends including towards steamsupported washing machines which have grown globally by 64%. Fewer wrinkles, less ironing as well as more hygiene and fewer allergens makes steam functions attractive in 2019. This segment already accounts for 12% of the total market value. Clothing care Washing machines are packed full of tech that looks after your clothes. This includes steam and easy-iron functions that will keep your shirts bright, fresh and crinkle-free. There are also automatic programmes that use the perfect amount of water, to give your clothes the best clean and save energy. New technology from manufacturers aims to keep laundry fresh even hours after the cycle has finished. The innovation gently massages the garments with regular, slow, drum movements alternated with injections of steam. The combination of movement and steam allows the air to penetrate the fibres, keeping garments fresh and odour-free for up to six hours after the cycle has finished. CONTACT Norbert Herzog Global Insights Manager MDA norbert.herzog@gfk.com THE FUTURE The washing machine market looks assured as manufacturers look to invest in developing their product offerings. Consumers are seeing the benefit of purchasing energy efficient, larger capacity machines, which is good news for the industry. Washing machines that can selfdiagnose and resolve faults will also become more mainstream, saving engineer call-outs and consumers’ money in the process. Apps from brands will also enable users to download programmes for smart washing machines to handle specific stains. INNOVATING @ IFA MIELE DEBUTS FAST WASHING MACHINE Miele says its new home laundry models wash and dry even faster and more conveniently. In addition, forgotten items, no matter how large, can now be added to the wash almost through to the end of a programme. A Wi-Fi connection and an app make for increased convenience by allowing users to check on whether it is possible to add laundry, or even remotely halt the cycle. The user then has 10 minutes to go to the machine and add items. » HALL 2.1 / STAND 101 PREMIUM LAUNDRY CARE FROM SIEMENS The connected iQ800 washing machine from Siemens is available in two variants – one with sensoFresh fresh technology, the other with i-Dos automated precision dosing. Siemens says sensoFresh removes all types of odours, leaving clothes smelling like new again in no time thanks to active oxygen, making it the ideal solution for anyone wanting to wear their favourite jacket again quickly after a party or meeting. A new fast programme – powerSpeed59 – can wash up to 5kg of laundry in 59 minutes. » HALL 1.1 / STAND 101 www.ifa-international.org IFA International • Tuesday 10 September 2019 21
