kb-network    News 04 Sep 2017
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Belling conduct survey to help retailers discover what laundry habits customers value

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

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. To mark the launch of Belling’s Sensicare laundry collection, the comprehensive 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 survey has now been turned into a free customer insight report for retailers, available on Belling’s website.

Laura Davies, Head of Product for Laundry at Belling, said: “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 makeup 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.”

Belling | belling.co.uk