They wash up properly in Sweden after the holidays!

Autumn is said to be a strong sales month for washing machines and dryers, but is that true? APPLiAnytt has looked at the development over the last seven years in terms of sales with regard to how they are distributed over the months of the year.

What a summer we have had! Many of us have thoroughly enjoyed the beautiful weather and eased pandemic restrictions. But now autumn is upon us, with work and everyday puzzles. All the grass and barbecue stains of the summer must be washed away from the piles of summer clothes and the work clothes must be refreshed. Now comes a time when children must be dropped off and picked up, teenagers must finish their studies and you yourself must return to routines.

Is it in light of this that the market for white goods and household appliances traditionally takes off during the autumn months? Washing machines and dryers in particular are in particularly high demand during the late summer and autumn. Is it like this every year?

Autumn is often strong, isn't it?

”"During the fall, larger volumes of laundry-related appliances are traditionally sold than during the first half of the year." This statement is an often-repeated industry truth, but is it true? We have looked at sales of washing machines and dryers over a seven-year period.

From the graph above, we see that the average over the seven years examined (the dotted line) shows an annual share of sales on the market that is strongly increasing from August and through the autumn months until December.

Good months await for washing machines and dryers

According to statistics, deliveries of washing machines and dryers really pick up from August. The entire second half of the year, which also includes the quieter holiday month of July, accounts for the majority of annual sales with 53 percent and peaks in November, which alone accounts for a full 10 percent of annual sales on the Swedish market.

So far this year, we see that two categories within the washing and drying segment have developed positively; front-loading washing machines with >8kg capacity and combined washer/dryers. In APPLiA's statistics, we see a change compared to the previous year where washing machines with slightly lower spin speeds are gaining share but also an increase in the share of traditional condenser dryers without heat pump technology.

Expectations for this autumn's deliveries are therefore high, as the history of white goods from the last seven years speaks clearly of increased volumes of washing machines and drying equipment.

Kent Oderud

APPLiAnytt