It is a category that is characterized by innovation and last year it did not experience major changes in the mix. However, expectations are focused on the second semester and the possibility of expanding financing.

Cecilia Raczko, como Jefa de Marketing en Autosal, maintained that the semi-automatic washing machine segment had a slight decline in 2023 compared to 2022, although in the end the market ended up better than what had been projected at the beginning of the year. “The expectations we have now are that this segment will be affected by the crisis, but it is a low-price product, ideal for the consumer who cannot afford to buy the automatic washing machine but somehow has to cover that need,” he added.
“The centrifugal washing machine and dryer combo also continued to grow, as did the heat dryer with its differential features and price against any substitute product.”
Raczko recalled that the weather, with several weeks of heavy rain, influenced the sale of dryers and the company projects that this is a trend that will continue, because it is a product that dries clothing.
cotton in 3 minutes, it has a spin speed of 2800 revolutions per minute, more than triple that of an average washing machine, it does not take up space in the home, the price is affordable and in addition to being a product that covers different socioeconomic segments, Autosal has a differentiated offer for each one.

Pablo Mateos, Product Manager of the Home line at Samsung, defined 2023 as an interesting year, in general and for the company, which presented its national washing machines. “We discovered that a part of the public was expecting these products, so in 2024 we can see a growth trend,” he added. “Not everyone has space for an additional clothes dryer and the washing machine provides both functionalities in one product.”
Mateos stated that there is a trend towards models with greater capacity and the 9 kilo or more segment has an important preponderance. “The mix between top- and front-loading products remains constant,” he added. "The Argentine consumer continues to prefer front-loading washing machines but is eager for different functionalities that, in addition to washing, allow them to do it faster, or while consuming less energy."
Mateos maintained that when talking about energy savings, we must take into account the conventional and comparative measurement of efficiency, but also the use of the product and its functionalities. “An example is our AI Energy and SmartThings concept, where the user can check the real energy consumption in the washing machine, or from their cell phone, and make rational use of each program,” he concluded.

“Except for the last few months, 2023 was a good year in terms of market evolution, which grew by 5%,” he stated. Martín Castro, Business Director of Whirlpool in Argentina. "Laundry is a category that always has new features, because we invest to offer better solutions for our consumers. This year, the situation affects us in the middle of the season and we will see a fall that is going to occur in a market that had grown, but that as the months go by, we estimate, it will adjust."
With an eye on the behavior of demand, Castro highlighted that the Argentine consumer values ​​fast washing cycles and continues to bet on front-loading washing machines, which occupy 70% of the volume. “This is due to a deep-rooted trend, which comes from the European washing style,” he added.
“In addition, the washing performance of top-loading washing machines is very good since they are usually larger, and ideal for those who need a greater loading capacity.”
Regarding prices, he maintained that there were no jumps other than the impact caused by general inflation, and he highlighted financing as fundamental for the category, which was a great driver of growth in recent years.

Diego Otamendi, Commercial and Trade Marketing Manager of LG Electronics, maintained that according to GFK data, 2023 was not a bad year and there was a total sell-out of 870 thousand washing machines, similar to the 2022 market. “The mix also remained stable,” he added. "Front-loading washing machines had a very small drop, which could have been due to the availability of products rather than a change in the business. We had a market with more demand than supply and in 2024 we see it the other way around, with a drop that could be between 20% and 25%."