Once upon a time, washing machines were passed down from generation to generation. Today, we find ourselves replacing them every few years. What should you look for when buying a new machine? Why is bigger not always better? And what about the significant price differences in laundry products that can reach tens of percent?
Households in Israel and most countries worldwide are engaged daily in tasks related to cleaning and laundering their textiles—clothes, underwear, bedding, towels, and more. While laundry isn't considered as essential as food consumption, consumer loyalty in this sector is surprisingly strong. Several variables and patterns have shifted in recent years, yet some remain unchanged.
An average Israeli family operates its washing machine about 4-5 times a week, totaling between 208-260 times annually. In Europe, however, the average family runs their washing machine five times a week, summing up to 260 uses per year. The number of cycles doesn't necessarily indicate the amount of laundry, as the use of laundry aids like powder, gel, and capsules varies according to the load size and the manufacturer's instructions.
Consumers in Israel and Europe follow manufacturer guidelines for laundry aids: for example, each kilogram of laundry requires 0.10-0.20 ml of gel or powder. For heavily soiled laundry, the amount can be increased. The capsule market is growing at the expense of powder and gel. Additionally, fabric softeners are often added: 25 ml for scented softeners and 100 ml for regular ones. Other laundry additives include perfumes, bleach, and color enhancers.
The average weighted cost to operate a washing machine in Israel is about five shekels per cycle, leading to a monthly expense of roughly 100 shekels. Additional costs include electricity, machine wear and tear, and maintenance. While washing machines used to be handed down through generations, their lifespan has now shortened, and families typically replace them every four years.
Laundry CountsThe laundry machine and aid market is constantly evolving. Although there is no technology yet that fully automates all laundry stages (washing, drying, ironing, and folding), consumer habits are changing. Laundry gel has gained a significant market share over powders, and now capsules are encroaching on the gel segment. Fabric softeners have shrunk from giant bottles to concentrated small ones, so instead of bringing home an 8 kg bag of powder and two 4-liter bottles of softener, we now return with a box of capsules and a small bottle of softener.
This evolution extends to washing machines themselves. While the typical washing machine once held 5 kg of laundry, the average capacity has now increased by 50%, with machines holding over 15 kg available. However, the larger size has its pros and cons: usage frequency and family size are significant factors, and running a machine with a low load increases usage costs.
Price Per KiloDespite the increase in drum capacity, a larger size isn't always advantageous for every household. Small families that do laundry frequently might find themselves operating a large machine at high costs for small loads. Larger machines suit big families, especially those with young children or soldiers.
Running a machine frequently but with small loads doesn't maximize the machine's potential, leading to wasted water, electricity, and cleaning materials. Therefore, it's essential to match the machine size to the family's actual needs. Small families should opt for smaller-capacity machines to avoid unnecessary costs and ensure efficient and economical use.
The market continues to adapt to consumer demands, emphasizing energy efficiency, water conservation, and eco-friendly materials. Technological advancements like machines with load sensors, automatic water and detergent adjustment programs, and washer-dryer combos help consumers keep usage costs low and manage their households more efficiently.
Previously, the cost of a washing machine was a significant household expense, but today, machines are available at more affordable prices, starting from 800 shekels and up, depending on the model and technology. Advanced machines with AI technology can cost over NIS 40,000.
Price Gaps of Tens of PercentAs with any regularly purchased products or equipment bought every few years, it's recommended to review competitors and understand your household needs to make the best purchase. An informed choice can save you tens of percent in costs. Not every advanced and expensive product is necessarily the best and right solution for you. It's essential to understand your household's specific needs and choose products that meet them efficiently and economically.
Therefore, before buying a new washing machine or any other laundry aid, consider your family's usage patterns and specific needs, compare prices and performance among different brands, and evaluate all available market options. This way, you can ensure your investment pays off over time, both in terms of ongoing usage costs and product efficiency and reliability.
New market trends offer various technological and innovative solutions aimed at improving user experience, saving water and electricity, and reducing environmental impact. However, always tailor your choice to your personal needs and don't be swayed by the latest and most expensive products.
Price differences in electrical products are significant. It's essential to consider the service provided by official or unofficial importers, additional services, and the reliability of the retailer. However, laundry product prices also vary widely, with significant differences for the same product.
For example, Persil laundry gel (2.5 liters) costs NIS 27.50 at Freshmarket, 30% less than its price at Tiv Taam (NIS 35.90). We found a 63% price difference for Sano Maxima softener (1 liter) between Shufersal (NIS 11) and Tiv Taam (NIS 17.90). The highest difference was for Lenor concentrated fabric softener (819 ml), priced at NIS 14.90 at Shefa, compared to only NIS 7.90 at Shefa Market—an 88% difference for the same product.
These data are based on supermarket publications and the Ministry of Economy, processed via the Prices website, CHP, and Zap, as of July 22, 2024. Images are for illustration purposes only. Errors and omissions excepted. Prepared by the Retail Research Institute.