Boston, MA -- (ReleaseWire) -- 06/12/2014 -- The rise of electricity rates in May 2013 and water rates in January 2013 had a major impact on the category. Consumers became highly aware of energy efficiency and economic water consumption. City administrations gave discounts to water-economical consumers as an incentive to make efforts to save. In addition, consumers became more aware of the significant potential savings in investing in an energy efficient washing machine. This had a major effect on the category since automatic washing machines accounted for almost 74% of the home laundry appliance in volume terms.
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Tadiran Holdings Ltd led the category in 2013 thanks to its 20% volume share in automatic washing machines. Tadiran offers two leading and well-known brands, AEG and Crystal. Since replacement cycles for home laundry appliances lengthened up to 10 years, consumers seek to purchase a familiar brand. BSH Ltd followed with 16% in home laundry appliance sales and 18% in automatic washing machines with global brands Bosch and Siemens. BSH marketed these washing machines as very efficient and technologically advanced.
The national energy efficiency program campaigns are intended to continue throughout the beginning of the forecast period. This will further incentivise consumers to invest in energy and water efficient washing machines. The significant saving potential is shown to the consumers via advertising and company marketing and the rising awareness will drive sales. On the other hand, replacement cycles for relatively new laundry appliances will lengthen and therefore, the sales growth is expected to slow down.
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The Home Laundry Appliances in Israel market research report includes:
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