New research commissioned by Whirlpool, the world’s leading manufacturer of major home appliances, has found that consumers are actively seeking out ways to improve their quality of life, to concentrate on what really matters to them.
The international quantitative study polled 2400 consumers1, to understand lifestyles, tastes and changing attitudes towards housework and cooking. With 84 per cent of respondents reporting they demand greater simplicity in their lives; the research demonstrates consumers are continually seeking out ways to free up more time. Further, the research finds that consumers see appliances and innovations in the kitchen as a way to help streamline domestic life while remaining intuitive.
In line with the cultural shift of cooking becoming more of a lifestyle activity and leisure pursuit, the research divulges that 64 per cent of the respondents crave domestic appliances to help make cooking more enjoyable. Also 50 per cent of the respondents hunger for their cooking appliances to help guarantee better cooking results. One fifth of the respondents disclosed a preference to household appliances that could proactively guide them to those results, demonstrating a growing awareness and interest in assisted cooking features.
Across a broad scope of lifestyles and personalities, the research demonstrated that consumers are seeking out ways to free up more time for themselves. With these results in mind, Whirlpool is continually developing smarter cooking solutions that assist in making cooking more enjoyable and further guarantee better cooking results. The Whirlpool SmartCook induction hob brings together the most advanced 6TH SENSE® technology with a unique, modern design and, for the very first time, includes built-in culinary expertise. Through an intuitive touch interface, the user is guided through every step of the cooking process to perfectly created dishes.
The Whirlpool SmartCook induction hob makes it possible for the consumer to make the most of both time spent in and out of the kitchen. The built-in culinary expertise is the perfect addition to the kitchen for those who wish for the best results, either to focus on achieving even more creative expression in the kitchen or those who simply wish to save effort when cooking.
Jennifer Taylor, Senior Brand Manager, Whirlpool, says: “Consumers are taking positive steps to make more time for those things that matter most to them. From the research, we are seeing an emerging trend of consumers who are actively seeking innovative ways to minimise the workload of domestic activity. The Whirlpool SmartCook induction hob effortlessly takes the stress out of cooking and both makes the culinary experience increasingly enjoyable, but also allows for the consumer to get back to what matters to them the most. Whirlpool is continually striving to improve the lives of consumers by bringing truly innovative appliances to the market.”
For more information all Whirlpool products, and for your nearest stockist, visit the Whirlpool website www.whirlpool.co.uk.
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The new, ground breaking, SmartCook induction hob offers pre-programmed recipes, temperature sensors and the flexibility to cook anywhere on the hob, for the ultimate cooking experience.
Notes for editors:
1 Research conducted by Computer Aided Web Interviewing with a nationally representative sample of 600 individuals in each country. Fieldwork was conducted from 11th to 30th May 2016.
The Whirlpool brand is part of Whirlpool UK Appliances Limited. Superior performance, intuitive technology, and cutting-edge design are the key pillars of the Whirlpool brand, achieving industry and consumer recognition for its collection of intelligent 6TH SENSE® appliance technology.
About Whirlpool UK Appliances Limited:
Whirlpool UK Appliances Limited is managed by Whirlpool EMEA, part of Whirlpool Corporation, the global leader in manufacturing and marketing of home appliances. Whirlpool UK Appliances Limited is the only white goods manufacturer in the UK to operate its own independent service and logistics operations.
Whirlpool UK Appliances Limited fully supports the AMDEA safety initiative, Register My Appliance, and is committed to encouraging householders to register their appliances: http://www.registermyappliance.org.uk/
About Whirlpool Corporation: Whirlpool Corporation is the number one major appliance manufacturer in the world, with approximately $21 billion in annual sales, 97,000 employees and 70 manufacturing and technology research centers throughout the world in 2015. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit and other major brand names in nearly every country throughout the world. In Europe, Middle East and Africa (EMEA) there are approximately 24,000 employees, a sales presence in more than 30 countries and manufacturing sites in eight countries. Whirlpool EMEA is an operating segment of Whirlpool Corporation. Whirlpool Corp.’s European Operations Center is located in Comerio (VA), Italy. Additional information about the company can be found at WhirlpoolCorp.com. or follow us on twitter @WhirlpoolCorp
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2nd February 2017
