When it comes to outfitting a new home, the laundry room often does not get the same attention as the kitchen or master bath. But for homebuyers, modern laundry appliances rank high on the priority list. Ferguson Bath, Kitchen & Lighting Gallery, one of the largest distributors of residential products in North America, tracks what buyers are actually purchasing. Their data reveals clear trends in washer and dryer preferences that builders can use to make informed product selections for new construction projects.
According to Todd Jones, Ferguson’s category manager for appliances, buyers are stepping outside their comfort zones. “We are seeing customers moving out of their comfort zones,” Jones says. “More customers are experimenting with colors in their laundry sets. We also see comfort with technology in terms of purchasing laundry with connectivity and smart features.” Understanding these shifts helps builders design laundry rooms that go beyond basic washing and truly serve the modern household.
This article breaks down the key trends from Ferguson’s data, covering top-load versus front-load preferences, smart features, color trends, and the technologies that matter most to today’s homebuyers.
Top-Load vs Front-Load: What Ferguson’s Sales Numbers Actually Show
Despite years of marketing around the efficiency of front-load washers, Ferguson’s data tells a straightforward story: the top-load washer remains the dominant choice for American buyers.
Market Share Reality
“Nearly 80 percent of laundry purchases remain top load today,” Jones reports. While advances in technology have made units without agitators practical and functional, customers seem to stay with what they are familiar with. Many still request agitator models specifically, suggesting that perceived cleaning performance matters more than the efficiency gains of newer designs.
Why Front-Load Still Matters
Front-load washers are not without their advantages. They use significantly less water per cycle and deliver better cleaning through a tumbling action that requires less detergent. However, early adopters raised concerns about smells caused by moisture trapped in the door seal. Jones says these issues have been largely resolved:
- Leaving the washer door open between uses allows excess moisture to escape
- Some manufacturers now include automatic door-propping features that force this habit
- Improved gasket designs reduce moisture buildup in the first place
Smart Features and Connected Capabilities Buyers Want
Technology adoption in laundry appliances has accelerated, with connected features moving from premium options to near-expected standards. Builders who understand which features drive purchasing decisions can better spec their projects.
Must-Have Smart Features
- Wi-Fi connectivity allows homeowners to start, monitor, and adjust cycles from a smartphone, making it possible to manage laundry from anywhere in the house
- Custom cycle creation through mobile apps gives users control over wash temperature, soil level, and spin speed for each load type
- Auto-dispensing systems eliminate the need to add detergent for every load, with reservoirs that hold enough product for multiple cycles
- Remote monitoring and notifications alert users when a cycle completes, reducing the risk of forgotten loads that develop odors
Energy and Water Efficiency as Selling Points
Ferguson’s data shows a measurable uptick in buyers looking for sanitation cycles and energy-efficient operation. These features appeal particularly to younger demographics and environmentally conscious buyers. For builders, specifying ENERGY STAR-certified laundry appliances aligns with broader smart appliance trends in new home construction that appeal to tech-savvy buyers.
| Feature | Buyer Interest Level | Premium Price Willingness | Builder Recommendation |
|---|---|---|---|
| Wi-Fi connectivity | High | Moderate | Include in standard spec for mid-range and above |
| Steam cleaning | High | Moderate | Offer as upgrade option |
| Auto-dispensing | Medium-High | Low-Moderate | Consider for premium models only |
| Quick wash (under 30 min) | High | Low | Standard on all front-load models |
| Smart detergent reorder | Low-Medium | Low | Niche; not a priority |
Color Trends and Aesthetic Preferences Across Generations
One of the more surprising findings from Ferguson’s data involves color. While white appliances still dominate overall sales, color adoption varies significantly by age group, income level, and appliance type.
The Gray Family Dominates Color Choices
When buyers choose color, they gravitate toward the gray family: graphite, titanium, black stainless, and standard stainless steel. Blues and reds appear occasionally but remain niche. “When customers are bold enough to invest in color, we most commonly see customers gravitate towards the grey family,” Jones explains.
Generational Preferences at a Glance
- Gen Z and Millennials: More willing to experiment with color in laundry appliances; less attached to white as the default
- Gen X and Boomers: Overwhelmingly prefer white appliances, viewing them as clean, timeless, and easier to match with future replacements
- Income correlation: Higher household income correlates directly with the likelihood of purchasing a colored laundry set, suggesting that color is treated as a premium design choice
Color Is More Important in Front-Load Machines
Ferguson’s data shows that colored appliances make up a small portion of the overall market, but color matters more in front-load washers and dryers than in top-load units. This aligns with the trend that buyers choosing front-load machines tend to be more design-conscious overall, treating the laundry room as an extension of the home’s interior rather than a purely functional space. For builders looking to differentiate their projects, offering colored or panel-ready laundry appliances can be a strong selling point in higher price brackets. This follows the same trajectory as luxury kitchen appliance trends reshaping new home construction, where design and color are already major differentiators.
Key Technologies That Drive Purchase Decisions
Beyond the form factor and color debates, Ferguson’s data highlights specific technologies that buyers actively seek. Builders should prioritize these when selecting laundry appliance packages.
Steam Functionality
Steam features have moved from luxury add-ons to mainstream expectations. In washers, steam helps remove stains without pre-treatment. In dryers, steam cycles reduce wrinkles, remove odors, and cut static cling. Multi-Steam Technology, available on premium dryers, allows users to refresh garments without running a full cycle.
Large Capacity and Time-Saving Features
Buyers consistently prioritize capacity, wanting machines that can handle bulky items like comforters and bedding in a single load. Time-saving features that resonate include:
- Quick wash cycles that complete a full load in 30 minutes or less
- Load-and-go dispensers that eliminate the need to add detergent for every cycle
- Predictive dry technology that uses sensors to prevent over-drying, protecting fabrics and saving energy
- Dual-temperature faucets with pretreat brushes that allow presoaking, scrubbing, and washing in one area
Dual-Unit Innovations
One emerging product category worth watching is the dual-washer concept. These units function as two washers in one, allowing homeowners to wash separate loads simultaneously. The same concept applies to dryers with dual compartments for drying delicates and everyday garments at the same time. While still a premium offering, these products signal where the market is heading. Builders who stay ahead of these kitchen and bath product innovations can offer their clients the latest in laundry technology.
Sanitation and Hygiene Features
The COVID-era focus on cleanliness has not faded. Ferguson reports sustained interest in sanitation cycles that use high-temperature water to kill bacteria and allergens. For families with young children or allergy sufferers, this feature can be a decisive factor in brand and model selection. Builders marketing to health-conscious buyers should highlight these capabilities in their spec sheets.
How Builders Can Apply These Trends
The data from Ferguson provides actionable guidance for builders at every price point. For entry-level homes, top-load washers with basic smart features and white finishes remain the safe, cost-effective choice that matches what most buyers expect. For move-up and luxury homes, front-load machines in gray-tone finishes with steam functionality, large capacity, and full smart connectivity create a perceived value that buyers are willing to pay for. Offering color options as an upgrade in higher price brackets taps into the demographic trend of younger, design-conscious buyers who treat the laundry room as part of the home’s aesthetic. And for all price points, emphasizing energy efficiency, water savings, and sanitation features in marketing materials aligns with buyer priorities that Ferguson’s data confirms are on the rise.