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Soapbox: What impact are large capacity models having on the washing machine market?

Steve Macdonald, Trade Marketing Director of Freestanding Division Hoover Candy UK, shares his point of view...

Within a relatively short space of time, large capacity washing machines have had a significant impact on the marketplace. These models not only make consumers lives easier, with the ability to be able to wash less frequently, but can also help to save money by reducing water and electricity bills; and as such we have seen a real surge in the popularity of our large capacity machines.

And we're not the only ones. The latest research from GfK reveals that machines with a load capacity of 7kg and above, now account for 70% of the £934 million washing machine market, with 8kg plus products seeing 46% growth over the last year alone.

Given the relatively short period of time that these larger capacity machines have been available, their success is quite phenomenal.

There is however, a limit to the requirement for ever-larger load capacities and few would argue the need for models with a capacity greater than 11kg!
With more and more manufacturers entering this sector of the market, it is likely that 8kg + loads may soon be regarded as standard. Consumers may now start to look for additional technological innovations in order to help them differentiate between larger load washing machines.

Here at Hoover we already offer a series of additional features on many of our large capacity machines. For example, our All in One washer which is available in 9kg, 10kg and 11kg not only offers the ability to wash considerable amounts of laundry (as many as 55 shirts or 14 large towels on the 11kg model), but it was also the first in the market to give consumers the freedom and convenience to be able to wash colours and whites in the same wash, without the risk of colours running.

Machines with energy and water saving features are popular with consumers, offering the opportunity for lower running costs. Once again the Hoover All in One offers a unique '8 Pulse' technology which means that a 20 degree cycle offers the performance and cleaning power of a 40 degree wash.
There have been some real innovations in the laundry market in recent years but as an industry we must not lose sight of the fact that the primary function of a washing machine is to clean clothes properly, which is why highly efficient wash performance remains central to Hoover's on-going research and development programme."

T: 0151 334 2781
W: www.hoover.co.uk

18th October 2013