Buyers’ Guide – Washing Machines

Market (GfK)

Sales of washing machines with more than 8kg loading capacities are continuously on the rise, with more manufacturers focusing on the segment, which leads to 300+ new models every year and declining prices. The growth of smart washing machines continues from year-to-year. In the first half of 2017, 200,000 more smart washing machines were sold than in the second half of 2016. Among the biggest smart markets are the UK, France, Italy and Germany. With washer-dryers, there is a focus on convenience not only in growing loading capacities but also increasing drying capacities. This makes it possible for consumers to reduce the number of loads and dry more clothes at once.

Natalia Andrievskaya Global Director Major Domestic Appliances

State of Play

The washing machine market is going through a transformation stage, with consumers wanting to buy big capacity, energy efficient machines. According to GfK, over the past 12 months, sales of washing machines of more than 8kg have grown 15% to become an important part of the white goods mix. GfK Global Director of Major Domestic Appliances Natalia Andrievskaya said “The biggest impact on the MDA market is still coming from high capacity washing machines and no frost refrigerators.”

Innovations to look for at IFA


A smarter and savvier consumer demands more from their appliances as energy bills, more than ever before, place a huge strain on household finances. At IFA, manufacturers are showing 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 that not only provide exceptional results, but also ensure maximum energy efficiency, will also be a key market driver for growth.


At this year’s IFA, a number of manufacturers present their smart, app-driven washing machines. 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 of kitchen appliances are connected too.


Another key area of development for manufacturers concerns appliance noise performance – an important issue now that open-plan kitchens that merge into the living area have grown in popularity. Some 40% of Europe is still exposed to sound levels over 55dB, which is louder than the sound of continuous light traffic flow. The average washing machine sound level is around 60dB – that’s louder than most normal conversations. Sharp Home Appliances is tapping into demand for hi-tech, low-noise products, with its new quiet range. Awarded the Quiet Mark, the range includes a washing machine that operates at just 39dB.

Innovating @ IFA


Hisense’s Triple Washer features three individual drums as well as the intelligent HiSmart control centre that allows users to manage their washing machine through their smartphones. The Triple Washer enables users to separate the laundry by placing clothes into three specialised drums. Hisense said that with individual cleaning cycles adjusted to the clothing types, the machine saves time, water, and energy. Hisense offers a 10-year warranty on the motor, while an auto-dosing feature means the machine chooses the correct amount of detergent for washing cycles.

HALL 6.2 / STAND 202


Siemens has unveiled its avantgarde laundry care range, which includes its first 10kg capacity washing machine. The washing machine is operated via a five-inch colour TFT full-touch display, which sits on a bevelled fascia panel. The machine can also be controlled from any type of mobile device via the Home Connect App. Avantgarde customers have the choice between i-Dos and sensoFresh. The i-Dos appliance ensures the correct amount of detergent is dispensed; the alternative sensoFresh model allows odours to be removed without using chemical additives.

HALL 1.1/ STAND 101

The Future

As HDR content from disc, streaming, gaming or broadcast TV becomes more widespread, TVs are set to get brighter, in conjunction with wider colour technologies, to deliver optimum picture quality. And, while 4K is here to stay, 8K resolution displays at screen sizes 65-inch and above are destined to hit the market as we build towards the 2020 Olympics, already earmarked for 8K broadcasting in its host country, Japan.