Studies & Analyses

Studies & Analyses: 20. February 2025

Frontlader-Waschmaschine mit offener Tür, weißes Tuch wirbelt heraus; modernes Design, Waschmaschine, WÀschepflege

As Popular as Ever – the Washing Machine

Frankfurt am Main, 20/02/2025 – A stain on your favorite shirt can be annoying – and it becomes even more frustrating when the care label only allows hand washing. Fortunately, washing machines have long been indispensable everyday helpers that save us time and effort every day. With innovative technologies and smart functions, they are adapting ever better to our needs and are even able to take over hand washing with sensitive motor control and optimized drum movement. Even after more than 100 years, they remain a permanent fixture in the household. This is also clearly reflected in revenue and sales figures.

Growth despite market saturation – innovations and new features as drivers

GfK figures show solid growth for the washing machine market in 2024: Total revenue rose byΒ 1.3%Β to aroundΒ 1.68 billion euros, while sales figures increased byΒ 3.5%Β to just underΒ 3 million appliances. Models with innovative functions such as steam technology or washer-dryer combinations were particularly in demand.

Balkendiagramm: Absatzwachstum bei Waschmaschinen 2023–2024 mit Gesamtabsatz, Dampf- und Waschtrocknerdaten und Waschmaschinenbild

Steam technology and washer-dryer combinations – the new β€œmust-haves”

The greatest momentum was seen in washing machines with aΒ steam function – a feature that ensures hygienically clean, wrinkle-free laundry. Revenue in this segment grew by an impressiveΒ 19.6%, while sales figures increased byΒ 22.8%Β toΒ 1.7 million appliances. Consumers are increasingly opting for this technology, which not only saves time but also protects the environment.

Washer-dryersΒ are also continuing to gain popularity. With revenue growth ofΒ 11.1%Β and a sales increase ofΒ 11.9%, the figures show that more and more households are choosing the space-saving 2-in-1 solution. Especially in urban living spaces, where space is a decisive factor, these appliances offer a practical alternative to the classic washing machine and a separate dryer.

Infografik: Balkendiagramm zu Waschmaschinen-Umsatz 2023–2024 mit Prozentangaben, Kategorien (Gesamt, Dampf, Waschtrockner) und Waschmaschine rechts

Conclusion: Innovations bring a breath of fresh air

The figures show that the washing machine market remains on the move. Technologies that make washing more efficient, more convenient and more sustainable are the drivers of this growth. β€œWashing Machine Day” not only reminds us of the importance of this household appliance, but also underscores how smart innovations make our everyday lives easier.

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