Awash in Green Rising energy costs are driving consumer attention to Energy Star front-loading washing machines.Rising energy costs are driving consumer attention to Energy Star front-loading washing machines.

Energy Star-rated appliances are becoming increasingly popular with homeowners who are willing to spend more now to save later. Because many new Energy Star washers offer high-tech cleaning and energy efficiency, consumers are more willing to take a look at "green" technology. In 2000, shipments of Energy Star washers increased more than 2.5 percent during the year and accounted for more than 9.3 percent of annual washer shipments. Although concrete numbers aren't yet available, Energy Star is reporting a continued increase the first half of this year.

During the past few years, consumers have had more choices in Energy Star washers, with top-loading and front-loading machines popping up in most price ranges. Energy Star front-loaders use about 60 percent less energy than most unrated top loaders and one-third less water, consuming 22 gallons or less per load. Many units include built-in water heaters and have high spin speeds that decrease drying time.

Front-loaders are the norm in Europe, but higher prices (the units range from $1,000 to $2,000) have deterred American buyers. A reputation for gentler cleaning and energy efficiency is, however, starting to boost sales. What's more, many states offer rebates and tax credits on Energy Star products.

"I think the Energy Star logo and products are becoming more well known," says Jeff Thom, Bosch's laundry products manager. "People understand that it's another way to qualify a product." Bosch has seen 3 percent to 4 percent gains in sales annually for its front-loading machines, which save up to 650 kilowatt hours a year.

Whirlpool's new Duet washer boasts energy savings of 67 percent and a 68 percent water savings, using only 15.8 gallons per cycle. One technology behind the efficiency is a series of sensors that monitor loads, allowing the machine's computer to adapt fill and rinse cycles according to fabric. The unit has one of the largest capacities, with room for 22 bath towels. Duet is chock-full of clothes-friendly features, such as hand-washable and wool cycles, and has a sanitary cycle that heats water hot enough to kill 99.9 percent of bacteria.

According to Maytag, its Neptune washer--which saves as much as 50 percent on energy costs and up to 10,500 gallons of water a year--has high-end cleaning features that are equally appealing. For example, the washer's touch panel provides instructions for 55 of the most common stains and a memory program holds and recalls users' wash settings.

GE, Miele, Asko, Frigidaire, and Gibson also offer Energy Star front-loading machines in the United States. Asko's models prewash and rinse clothes in cold water, so only 5 gallons are heated. The company is adapting its Swedish technology to American culture but is "really trying to change the way Americans do laundry," says Janon Elmer, public relations director. Cold rinses and prewashes, internal heaters, and higher spin speeds are some European features that increase efficiency.

Even with energy efficiency, many front loaders are selling based on cleaning reputation alone. But as Americans strive to lower energy bills, expect them to demand washers that not only make whites whiter and greens brighter, but put that color of money where it belongs--in their pockets.