Green is the new black when it comes to the laundry room, yet many consumers do not realize they have a choice when it comes to high-efficiency (HE), eco-friendly laundry appliances. A recent survey commissioned by Whirlpool Corporation revealed that while nearly 60 percent understand what HE means in regards to laundry appliances, almost 40 percent believe that top-load washers use more energy than front-loading machines - a common misconception in today's marketplace.

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Traditionally, consumers seeking high efficiency laundry turn to front-loading machines, yet according to previous Whirlpool research nearly three quarters of American households still own top-load washing machines. In fact, 44 percent of consumers in the most recent survey said they did not know if top-load washers use more energy than front-loaders and 38 percent believe that they do, indicating a need for clarity when it comes to communicating the benefits of HE machines to appliance shoppers.

"Historically, front-load laundry pairs have led the industry in capacity and efficiency," said Mary Zeitler, home economist, Whirlpool Institute of Fabric Science, "but manufacturers like Whirlpool Corporation are working to offer superior energy and water savings in models to suit consumers' needs and preferences. As more families look to save on energy, water and utility costs, it is important to understand that HE washers, whether in a top-load or front-load configuration, can deliver unmatched efficiency, saving time and money in the laundry room."

And while overall consumer demand for eco-friendly products is generally high, understanding HE in terms of laundry and the configurations in which it is available varies. For example, consumers aged 18-44 said an HE washer would be a "must have" in their dream laundry room, while consumers aged 45+ said their "must have" would be a washer and dryer that are more ergonomically friendly.

Additionally, consumers who are married or were married appear to understand eco-efficient products, more so than their single/never married counterparts. In fact, 61 percent of married and 64 percent of previously married consumers said they understand what HE means in terms of laundry appliances - while only 51 percent of single/never married consumers said the same.

Driven by consumer insight, Whirlpool Corporation offers more HE and ENERGY STAR® qualified washers than any other manufacturer, including some of the most eco-conscious top and front-loading options on the market across its across its portfolio of brands.

  --  Whirlpool brand now offers two of the most eco-conscious top-load
      washing machines on the market - the Cabrio® HE washer and an
      updated Whirlpool® Classic conventional washer, in addition to the
      popular front-loading Duet® model. All three models are ENERGY STAR
      qualified and use at least 50 percent less water and energy than
      conventional machines.
  --  The Maytag® Bravos™ now has an even larger capacity of 5.0 cubic
      feet (IEC) and with more laundry per load, consumers save time and
      money on energy costs. The washer has the highest efficiency in the
      industry, saving 70 more percent water and 67 more percent energy than
      conventional machines.
  --  Amana® brand's new front-load washer enables consumers to use 10,521
      fewer gallons of water each year and save 44 percent on energy use
      when compared to a standard, non-ENERGY STAR qualified washer.

To learn more about Whirlpool Corporation's portfolio of brands, please visit www.whirlpoolcorp.com.

Methodology

This survey was conducted online within the United States by Harris Interactive via its QuickQuery(SM) online omnibus service on behalf of Whirlpool Corporation between December 29 and 31 2008, among 2,042 U.S. adults aged 18 years and older. Results were weighted as needed for region, age within gender, education, household income and race/ethnicity. Propensity score weighting was also used to adjust for respondents' propensity to be online. No estimates of theoretical sampling error can be calculated; a full methodology is available.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the U.S. adult population. Because the sample is based on those who agreed to be invited to participate in the Harris Interactive online research panel, no estimates of theoretical sampling error can be calculated.

About Whirlpool Corporation

Whirlpool Corporation is the world's leading manufacturer and marketer of major home appliances, with annual sales of approximately $19 billion, 70,000 employees, and 69 manufacturing and technology research centers around the world. The company markets Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Consul, Bauknecht and other major brand names to consumers in nearly every country around the world. Additional information about the company can be found at http://www.whirlpoolcorp.com/.

About Harris Interactive

Harris Interactive is a global leader in custom market research. With a long and rich history in multimodal research that is powered by our science and technology, we assist clients in achieving business results. Harris Interactive serves clients globally through our North American, European and Asian offices and a network of independent market research firms. For more information, please visit www.harrisinteractive.com.

First Call Analyst:
FCMN Contact: angela_m_hersil@whirlpool.com

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SOURCE: Whirlpool Corporation