New market study, "Home Laundry Appliances in Mexico", has been published

From: Fast Market Research, Inc.
Published: Mon Feb 02 2015

In 2014 home laundry appliances was a very active category with new technology focusing on clothes care to help with the economy of householders and innovative systems of customer service via smartphone. The leading brand, Mabe, launched a redesigned basic washing machine with more capacity and cycles for different types of clothes or needs, such as baby apparel, sports apparel, auto-cleaning and express. Whirlpool launched its Xpert System with two main cycle options, to remove difficult stains and to preserve colours in clothes. This system came along with Intelicarga (smart load) which is able to determine the size of the load to use only the necessary amount of water. LG has two systems: Turbodrum, eliminating the washer blades to protect clothes, and the innovative 6MotionDD, which simulates the traditional movements of hand washing – a very popular activity in Mexican culture but which degrades clothes. The company also has Smart Diagnosis, an innovative customer service system: the customer contacts the call centre and places the smartphone near the on/off button to transmit the diagnosis to a technician, who then offers a solution. Samsung launched Wooble, a system with strong water currents to avoid tangled clothes, and also the Smart Check system, which consists of an automatic check, diagnostic and solution via smartphone instead of calling customer service. Mexican company Koblenz offered Perfect Wash systems that claim to let the detergent go into the fibres of the clothes to more effectively remove stains.

Full Report Details at

Competitive Landscape

Controladora Mabe SA de CV and Comercial Acros Whirlpool SA de CV remained the two largest players in home laundry appliances in 2014 with retail volume shares of 38% and 23%, respectively. Both companies have a presence with products in all categories and have strong positioning due to their widespread presence in the Mexican market. Furthermore, they offer affordable products for low- and middle-income consumers who represent almost 70% of the population in the country. The most popular brands, Mabe, Easy and IEM of Controladora Mabe, and Whirlpool and Acros of Comercial Acros Whirlpool, are distributed through all channels and retailers across the country. On the other hand, high-end brands are also becoming more popular in premium segments, such as Maytag of Comercial Acros Whirlpool and IO Mabe and GE Profile of Controladora Mabe. These brands are oriented towards consumers who prefer exclusive designs and luxury.

Industry Prospects

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Contact Name: Bill Thompson
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