Consumer appliance manufacturers want to boost profitability in both Western Europe and North America. With the market for washers already saturated in both markets, appliance manufacturers are pushing dryers in Western Europe where penetration is low. In North America, companies are innovating with new technologies such as the self-dosing washing machine. Industry Analysts Cristina Baus and Lorenza Della Santa compare consumers’ needs in Western Europe and North America to explain current failures and potential opportunities in home laundry innovation and product development.