Laundry: 2025 Year-In-Review

Our Laundry: 2025 Year-in-Review report recaps washer and dryer product launches, placements, pricing and advertising and promotional activity captured throughout 2025. The report features data and insights from OpenBrand’s Floor Care category, which feature products sold through the US ecommerce and brick-and-mortar channels.

Read through all the 2025 pricing and promotions insights below or email the report to read later.

You can also check out our 2025 Year-in-Review reports for other Major Appliance categories.

Laundry: 2025 Product Updates

The recovery of the major appliance market from post-COVID supply chain challenges was suppressed in 2025 as the Trump administration announced tariffs at the beginning of the year. Despite macroeconomic uncertainty due to tariffs, falling consumer sentiment, and a slow housing market, the appliance market remained resilient in 2025 as major retailers consistently reported growth in appliance sales during quarterly financial earnings calls and manufacturers continued offering strong appliance promotions that aligned with prior years. 

While the first half of the year was marked by price volatility, the second half of the year showed signs of price deceleration, with November marking a period of month-over-month price deflation in the appliance sector, according to OpenBrand’s Consumer Price Index. Coupled with price stabilization, new product debuts signaled a step towards normalization in the appliance industry leading into 2026. Whirlpool Corporation underwent a significant product portfolio refresh in 2025 with the company reporting that 30% of its North America product portfolio will be transitioned, as opposed to about 10% product renewal in a typical year. The company’s product revamp includes “the first full KitchenAid redesign in a decade”, which introduced the premium Black Ore and Juniper colorways.

These dynamics suggest that 2025 was defined less by contraction and more by recalibration. Pricing pressures eased, product innovation persisted, and promotional activity remained consistent. In 2025, the industry demonstrated an ability to navigate policy-driven uncertainty while laying the groundwork for more stable demand and competitive normalization heading into 2026.

2025 MarketShare Overview: Laundry

From January to November 2025, LG maintained leadership in the laundry market with about 24% unit share and 28% dollar share across major retailers. While LG’s share remained consistent with its 2024 share, Samsung experienced about a 2ppt year-over-year unit share increase while Whirlpool lost about 1ppt of unit share. Similar to 2024, Lowe’s captured 40% of the laundry unit share in 2025 while Home Depot followed with 32% unit share. 

Laundry shoppers continued to favor top load washers over front load washers in 2025. Top load washers represented 66% of the washer units sold at major retailers, followed by front load washers at 28%. Similarly, electric dryers remained the preferred dryer type in 2025 with 80% unit share in the dryer market. This matches the electric dryer’s unit share in 2024.

Laundry: 2025 Pricing and Promotion Trends
Laundry prices fluctuated throughout 2025 as manufacturers reacted to new tariff announcements while offering appealing discounts during key promotional periods. According to OpenBrand’s Consumer Price Index, laundry prices spiked in March and May 2025 with price increases of 1.9% and 1.2% compared to the previous month. Laundry prices remained relatively stable throughout the Summer; however, prices began to trend down starting in September as manufacturers adjusted to tariff policies. Prices experienced the largest drop from October to November as Black Friday promotions took effect.

Despite tariff fears, key brands continued offering a sub-$1,000 average price for a washer or dryer in 2025. Top laundry brands also sustained significant discounts on promoted washers and dryers, illustrated by LG’s 27.3% average discount rate. Other top brands like Samsung and GE similarly offered an average discount rate above 25% while Whirlpool, a primarily domestic manufacturer, trailed these top brands with a 21.2% average discount rate (-2.0ppts compared to 2024’s average discount rate). Best Buy’s house brand Insignia led the value market in average price ($491) and average discount rate (27.1%) compared to other budget brands.

Pet Pro Laundry Options Trending Up

At KBIS 2025, Whirlpool introduced Maytag’s new Pet Pro Option that leverages extra water settings, built-in filters, and steam technology to optimize pet hair removal from laundry loads. The brand exhibited its new front load line (MFW7020 Series) during the conference and expanded the distribution of the White, Midnight Steel, and Volcano Black models to all three major retailers throughout the first half of 2025. In the second half of 2025, Maytag released two top load laundry lines with the Pet Pro Option integration. The brand first released the premium top load line (MTW7200 Series) that is available in White, Midnight Steel, and Classic Silver. Maytag followed with a more basic top load line (MTW5600 Series) that trades a lower price point for fewer color options (White, Volcano Black) and lower capacity (4.8’ vs. 5.3’).

In Q3 2025, LG responded to Maytag’s pet care launches with the debut of a new front load line (WM5800 Series) that included a Pet Care cycle. While Maytag primarily focused on promoting its Pet Pro features on its new laundry line, the new LG front load line emphasizes other features like AI Sensing in its product details page. This suggests that Maytag’s 2025 laundry debuts will likely focus on dominating the pet care shopper while other brands will take a more holistic approach to reach a wider audience.

Laundry: 2026 Outlook

The 2026 laundry market will likely continue seeing LG and Samsung’s brand leadership and Lowe’s retail leadership. Whirlpool underwent a significant product portfolio revamp across all its appliance categories in 2025, suggesting that debuts may be limited in the second half of 2026 across its key brands. However, the company signaled optimism for a price and cost advantage over Asian manufacturers as tariffs take full effect. Whirlpool may opt for increasing discounts on 2025 releases to apply pressure to brands like LG and Samsung. While these brands may experience some pricing and cost challenges, it is likely that these brands maintain an average discount rate above 25%, especially during key promotional periods like Independence Day and Black Friday.