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Household Appliances in the United States Volume 3: Washers and Dryers
Mintel, March 2005, Pages: 95
Traditionally, most buyers in the $4.9 billion washer and dryer market are functional buyers, purchasing new machines only when necessary to replace a broken appliance. New research, however, suggests that the market is shifting to a point where consumers will consider upgrading from a functioning appliance.
The market has seen an increasing trend towards features that add to convenience, efficiency, and style of washers and dryers. Desirable features include gentle washes that preserve clothes, and energy and water saving equipment that decreases utility costs. In addition, as laundry machines are kept closer to living quarters rather than in a garage or basement, the noise level of the machine and its appearance are expected to become more important to buyers. At the same time, new features or styling likely persuaded many of these buyers to spend more on their new appliance. Industry trades report growth in high-end appliances, likely as a result of this activity. Average price for both washers and dryers increased during the period covered by this report.
At this juncture, we find that 25% of buyers already upgrade from a functioning machine. A larger body of buyers may become interested in front-loading machines if prices fall on these high-end products, given rising energy costs throughout the U.S. Additionally, consumers aged 18 to 44 (among other groups) appear to be showing increased concern with the styling of appliances. If consumers can also be convinced that newer machines save wear and tear on clothes, save space, or limit trips to the dry cleaners, those who can afford to upgrade to a new, high-efficiency, design-led product will be inclined to do so.
This report focuses on the domestic U.S. market for automatic washing machines and dryers, both gas and electric, including side-by-side or stackable (dryer placed above washer) units. Both front load and top load automatic washers and dryers are included. Excluded from this report are contract sales, second-hand appliances, and rental appliances.
This report does not include a review of the retail environment. Instead, we are devoting an entire report to the subject of Household Appliance Retailing, publishing in July 2005.
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