South America Washing Machine Market Outlook, 2028

South America has rich cultural diversity, and traditional garments hold significant importance in many communities. Washing machines are used to clean traditional clothing, which may require special care due to unique fabrics, colours, or embroidery techniques. Furthermore, in certain regions of South America, especially in rural areas or small towns, it is common to see people washing clothes outdoors. Rivers, streams, or communal washing areas may be used for hand-washing garments. While this traditional practise still exists, the use of washing machines is increasing, especially in urban areas. Moreover, urbanisation has led to an increase in apartment living in many South American cities. As a result, compact and space-saving washing machines are popular choices among apartment dwellers who have limited space for laundry appliances. In addition, South America encompasses a wide range of climates, from tropical rainforests to arid deserts and high-altitude regions. The choice of washing machines can be influenced by these diverse weather conditions. For instance, in areas with high humidity or frequent rainfall, features like quick drying or moisture control may be more desirable. Furthermore, in some South American homes, washing machines may be integrated into the kitchen space rather than being placed in a separate laundry area. This integration reflects the importance of convenience and space optimization in kitchen designs. According to the research report, “South America Washing Machine Market Outlook, 2028” published by Bonafide Research, the market is anticipated to add more than USD 2 Billion from 2023 to 2028. South America is experiencing demographic shifts, including changes in family structures and an ageing population. These changes drive the demand for washing machines that cater to different household sizes and specific needs, such as models with larger capacities or those designed for elderly users. Furthermore, washing machines offer convenience and time-saving benefits compared to manual laundry methods. South American consumers, particularly those with busy lifestyles or dual-income households, value the time and effort saved by using washing machines. This drives the demand for automated laundry solutions. Moreover, infrastructure development in rural areas of South America, including improvements in electricity supply and water availability, has opened up markets for washing machines. As these regions gain access to essential utilities, the demand for washing machines is expected to grow. In addition, Western lifestyles and fashion trends have a significant impact on consumer behaviour in South America. The influence of Western media and the desire to align with global fashion trends have increased the demand for washing machines that offer specialised programmes for delicate fabrics, such as silk or designer clothing.

In the South American washing machine market, based on product type, the market is divided into front-load automatic, top-load automatic, semi-automatic, and dryer. Front-loading automatic washing machines are popular in South America due to their efficiency and performance. They are designed with a horizontal drum that rotates on a horizontal axis, allowing clothes to tumble in and out of the water. Furthermore, front-loading machines typically have higher RPM (rotations per minute), which helps in better cleaning and removing stains from clothes. In addition, semi-automatic washing machines are prevalent in South America, especially in areas where water availability might be limited or inconsistent. These machines have separate washer and dryer tubs, and the user needs to manually transfer the clothes between the two. Furthermore, semi-automatic machines are generally more budget-friendly compared to fully automatic machines. Moreover, Washing machines with a capacity between 6.1 kg and 8 kg are the most popular and widely used in South America. This capacity range caters to the needs of small to medium-sized households, which are common in the region. Many conventional washing machines in South America are equipped with an agitator mechanism. The agitator is a central pillar or spindle with fins or paddles that moves back and forth, creating a scrubbing motion to agitate and clean the clothes. The agitator design is known for its effective cleaning performance. Furthermore, conventional washing machines usually come with basic features such as different wash cycles (e.g., normal, delicate, heavy-duty), temperature settings, and water level adjustments. While they may lack advanced features like digital displays or smart connectivity, they fulfil the essential requirements of washing clothes effectively. In addition, some conventional washing machine models in South America now incorporate eco-friendly features. These can include options for cold water wash cycles, quick wash programmes, and detergent-saving technologies. These features aim to minimise energy consumption and reduce the environmental footprint of laundry processes. Furthermore, while conventional washing machines primarily focus on basic functionalities, there is a growing trend towards integrating smart features into some models. This includes Wi-Fi connectivity for remote control, compatibility with mobile apps for additional settings and notifications, and smart diagnostics for troubleshooting. These features provide convenience and control to users, allowing them to manage their laundry even when they are away from the machine. Based on distribution channels, the market is divided into multi-branded stores, brand-exclusive stores, supermarkets and hypermarkets, online, and other (institutional sales). Multi-branded stores are a significant distribution channel for washing machines in South America. These stores offer a wide range of brands and models, allowing consumers to compare and choose from various options in one location. Some popular multi-branded stores in South America include Casas Bahia, Magazine Luiza, Falabella, Ripley, and more. In addition, consumers can conveniently browse and purchase washing machines from the comfort of their homes. For instance, some notable online retailers in South America include MercadoLibre, Amazon, Casas Bahia Online, Magazine Luiza Online, Linio, and more. Washing machines have a high penetration rate in Brazil. The majority of households in urban areas have a washing machine, making it an essential appliance for daily life. Furthermore, many washing machines in Brazil offer a wide range of wash programmes to cater to the diverse needs of consumers. These programmes include options for delicate fabrics, heavily soiled items, quick wash cycles, and specific garment types. Moreover, some washing machines in Brazil come with additional features and functions beyond basic laundry tasks. They may include built-in dryers or the ability to wash and dry clothes in one cycle, saving time and space. In addition, Brazilian fashion trends, characterised by vibrant colours, bold prints, and delicate fabrics, have influenced the design and functionality of washing machines in the country. Manufacturers often consider the specific needs of Brazilian consumers when designing washing machines suitable for cleaning and caring for these types of garments.

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Manmayi Raval

Research Consultant

Major Companies present in the market: Whirlpool Corporation, Samsung electronics co. ltd, Panasonic Holdings Corporation, LG Corporation, Robert Bosch GmbH, AB Electrolux, Arçelik A.?., Haier Group Corporation, Midea Group, Toshiba Corporation, Miele & Cie. KG, Alliance Laundry Systems LLC, Sharp Corporation, Girbau Group, General Electric Company. Considered in this report • Geography: South America • Historic year: 2017 • Base year: 2022 • Estimated year: 2023 • Forecast year: 2028 Countries covered in the report: • Brazil • Argentina • Colombia

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Aspects covered in this report • South America Washing Machine market with its value and forecast along with its segments • On-going trends and developments • Top profiled companies • Strategic recommendation By Product Type: • Front load Automatic • Top Load Automatic • Semi-Automatic • Dryer BY Capacity • Below 6 Kg • 6.1 K to 8 Kg • Above 8 Kg By Technology Type • Smart Connected • Conventional By Distribution Channel • Multi Branded Store • Brand Exclusive stores • Supermarket and Hypermarkets • online • other ( institutional sales) The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to ready to washing machine industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry. Keywords: South America, Brazil, Colombia, Argentina, Washing Machine, Front load Automatic, Top Load Automatic, Semi-Automatic, Dryer, Capacity, Below 6 Kg, 6.1 K to 8 Kg, Above 8 Kg, Smart Connected, Conventional, Multi Branded Store, Brand Exclusive stores, Supermarket and Hypermarkets, online, institutional sales.