Belling publishes market research report on laundry sector

Belling has conducted a survey of laundry appliance users to discover more about their laundry habits, the way they shop for appliances and the features and functions they value.

To mark the launch of its Belling Sensicare laundry collection, Belling’s survey canvassed the opinions of 2,000 consumers across the UK who own a washing machine, washer dryer or tumble dryer and sought to identify changing trends in the growing laundry market.

The research has now been turned into an insight report, available exclusively to retailers, to help them understand customers’ needs and to support sales.

According to GfK, 2016 was an excellent year for tumble dryers, which recorded the greatest percentage uplift over the year. Belling’s research confirmed that there’s plenty of scope for further growth, with 50% of respondents owning only a washing machine and 15% owning a washer dryer. Only 35% owned a washing machine and a separate tumble dryer and many of those consumers (41%) were from households of four or more people.

Belling’s research also looked at the laundry habits of users in 2017, the importance of capacity in the current market and examined the most popular features and functions and most popular cycles. Crucially, the report examines how people shop for their laundry appliances and the factors that influence their purchasing decisions.

Belling head of product for laundry Laura Davies commented: “The laundry sector is a growing, but crowded, marketplace, so we hope this report will be a useful resource for retailers. Our findings have shown that the make-up of households has a major bearing on what laundry appliance will best fit their needs. We hope this report will support retailers in identifying new sales opportunities and will enable them to ask consumers the right questions to match them to the most appropriate product.”

For a more comprehensive picture of laundry trends and information on how and where people shop for their appliances, retailers can download a full copy of the Belling Laundry report via the Belling website, here.