BUYERS' GUIDE CLEAN
BUYERS' GUIDE CLEAN LIFESTYLE WASHING MACHINES MARKET Capacity is the keyword that drives all major markets. This translates into growing loading capacities in washing machines. As an example, washing machines with 9 kg or more capacity grew by almost 15% and this high capacity segment for the first time is bigger than any other single-kg segment worldwide. Growing wealth, especially in developed countries meets with a high willingness to invest. This results increasingly in choosing premium priced products that offer added value. An exceptional value driver is the segment of washerdryers, which grew by 18% and now represent 16% of global washing machine sales. As these appliances are sold at a premium price versus washing machines without drying function, this sales dynamic contributes to growth of premium segments. Despite this, the actual prices within washer-dryers keep on decreasing, even when capacities are growing permanently and 8kg or 9kg loading is already standard. STATE OF PLAY Like the rest of the major domestic appliances market, the washing machine category is healthy, growing yearon-year and we expect future positive developments because of consumer interest in smart appliances. While the price, length of lifecycle and question of value are adoption barriers for some consumers, the overall story is that the smart appliances market is growing fast - especially in China. In 2017, China represented almost 60% of the global smart appliances market; by contrast Western Europe accounted for 12%. INNOVATIONS TO LOOK FOR AT IFA SMART WASHING For the very latest technology, you can even opt for a model with built-in Wi-Fi or smart control, which lets you control your model on the go. Smart appliances represent just 3% of global shipments of washing machines, however Wi-Fi capabilities are already embedded in many kitchen and laundry products – they are merely awaiting activation by manufacturers. Wireless Wi-Fi connectivity allows appliances to be remotely monitored, controlled or upgraded. Several major OEMs have integrated either Amazon Alexa or Google Assistant in their washing machines. 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. SELF-DOSING ON THE RISE A number of manufacturers have launched self-dosing machines, which ensure that a perfect dose is added to the wash, every time. The feature is proving popular with consumers who are now able to let their washing machine decide how much detergent to use. Too much detergent or too little can lead to poor washing results. Sensors inside the washing machine detect the type of fabric, the load volume and the degree of soiling, and adjust the detergent to the optimum dose accordingly. Never too little, never too much, the best results are always achieved whilst saving detergent and water. CONTACT Norbert Herzog Global Strategic Insights Major Domestic Appliances GfK Norbert.Herzog@gfk.com THE FUTURE The future of the washing machine category points to smart products. In the future, it is predicted that washing machines with completely bespoke custom programmes which are certain to impress consumers. Connected washing machines in the future will be able to order detergent automatically with the machine pinging a message to smartphones. Apps from brands will also enable users to download programmes for smart washing machines to handle specific stains. INNOVATING @ IFA GORENJE GETS WAVEACTIVE Gorenje has unveiled its latest generation of washers and dryers at IFA. The Red Dot awarded WaveActive series comes in four assortment lines, covering a wide spectrum of consumer needs. WaveActive products offer a range of relevant and intuitive features – many of them patented and introduced to the market for the first time – to provide optimal care for the most delicate fabrics. » HALL 1.1 / STAND 201 HAIER PROPOSES PROFESSIONAL LAUNDRY RESULTS AT HOME Haier says its Super Drum series is a gamechanging innovation for consumers who want professional laundry results in the comfort of their own home. Combining big capacity and a sleek design, the product provides an all-in-one solution for washing, drying and refreshing. With a 10kg washing capacity and 6kg for drying, the Super Drum is ideal for large families. » HALL 3.1 / STAND 102 20
CLEAN LIFESTYLE WASHING MACHINES / DRYERS PRODUCT SPOTLIGHT IFA Home Appliances KEY SELLING POINTS HARNESSING THE POWER OF WATER FOR A BETTER WASH 1 50% faster cycle time 2 Uses water circulation, making it more gentle on textiles 3 More effective cleaning The Beko AquaTech washing machine provides a faster and more convenient washing cycle, delivering speed while remaining gentle and effective. The new technology harnesses the natural power of water to create a more intuitive cycle, replacing standard tumble moves with more movement of water inside the drum. The innovative Beko AquaTech washing machine works by optimising the power of water circulation to ensure a more efficient soaking of the garments and therefore a more thorough clean. The internal sensor ensures that the paddle is positioned at the top of the cycle, which then showers the contents of the washing machine with the detergent and water mix. Through smarter and shorter programmes, it will make washing more convenient and speed up the whole process. » HALL 23 / Stand 101 HOOVER LAUNCHES FLAGSHIP AXI WASHING MACHINE KEY SELLING POINTS KEY SELLING POINTS 1 Voice activated 2 Large load capacity 3 Fabric and stain recognition KEY SELLING POINTS 1 Washing machine door opens with a light push 2 Sleek surface repels fingerprints and corrosion 3 TwinWash allows users to wash two separate loads simultaneously Hoover has brought to IFA its new AIequipped AXI washing machine, a top of the range unit boasting direct voice control and the company’s TED fabric and stain recognition system. All the major functions of the AXI can be controlled with ease by spoken instructions, while Hoover’s TED system takes care of monitoring fabric and stains, and even provides advice on how to tailor the wash for maximum cleaning via a dedicated app. All this advanced smart technology comes in a stylish and practical package. The AXI has a 14-kilogram load capacity, which means better washing quality, because clothes have more space for the cleaning motion and detergents to act on them. The AXI also has an excellent energy saving rating, and is whisper-quiet. Its A+++ rating is the highest ecoefficiency rating available. » HALL 9 / Stand 109 LG SIGNATURE: SLEEK AND DURABLE The unique-looking LG Signature washing machine is an advanced version of the LG TwinWash. The premium 24-inch frontload washing machine is more durable, more convenient and more sophisticated than ever and features the proprietary TwinWash Mini pedestal under the main unit. The minimalistic design of the LG Signature washing machine is highlighted by the touch-enabled Quick Circle User Interface which is embedded in the glass door. Positioned at a 17º angle, the panel is easy to see when standing. The washing machine door can be opened with a slight push, useful particularly when the user’s hands are full. The machine comes equipped with LG’s proprietary Centum System which improves performance and reduces noise emissions by minimising the tub’s vibrations during a wash cycle. » HALL 18 / Stand 101 MIELE SINGLEWASH ALLOWS EVEN INDIVIDUAL GARMENTS TO BE WASHED EFFICIENTLY 1 Minimum Iron programme lasts 39 minutes 2 Connectivity and touch display are standard features 3 Never overdose detergent with TwinDos Miele’s new SingleWash feature on the W1 washing machine, means that even the smallest of loads right down to a single garment can now be washed economically, fast and hygienically. SingleWash gauges water and electricity consumption and the cycle time to the precise needs of tiny loads. This feature is based on Miele’s patented PowerWash 2.0 technology with its precise, loaddependent circulation pump and Spin&Spray technology for added consumer benefits. Even with a normal load, PowerWash 2.0 ensures energy efficiency and short programme cycles. Miele says the washing machine outperforms the best A+++ energy efficiency rating by 50%, even achieving this in two hours and 59 minutes. SingleWash is available as an additional option in almost all programmes. Special programmes such as Outdoor or Reproofing are exceptions as these programmes are typically used for individual garments anyway. On selection of SingleWash, the reduced cycle time is immediately visible in the display, based on up to 1kg of laundry. With larger loads, times and consumption increases accordingly. » HALL 2.1 / Stand 101 www.ifa-international.org IFA International • Tuesday 4 th September 2018 21
