The latest data from Oxford Economics on the Australian washing machine category shows that for the first time front loaders have overtaken top loaders as the preferred appliance.
Consumers who purchased over the past 12 months confirmed energy efficiency as the key driver for their washer choice, just ahead of durability and lifespan, Oxford Economics Australia associate director, Paul Giles said.
“As the electrification debate heats up, it is interesting to observe the gradual adjustment in consumer buying behaviour regarding washing machines is largely driven by the desire for improved energy efficiency,” he said.
In 2000, just 9% of Australian household reported owning a front load washing machine, with traditional top loaders (88%) dominating the landscape, while 3% of households did not have a washer.
As the energy efficiency virtues of front loaders with up to 60% less water and energy usage gained traction, so too did ownership. In 2010, just 31% of household had a front loader with top loaders still dominating across two-thirds of homes (67%). However, the latest survey showed for the first time front loaders are present in more Australian homes than top loaders (53% to 44%). The number of households without a washing machine is unchanged at 3%.
The Washing Machine Market in Australia 2024 report provides in-depth analysis of washing machine usage and trends, including loads per week, usual capacity, run time and settings, along with brand and retailer/supplier analysis across more recent purchases from over 5,000 households.