Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- Lifestage and Special Groups
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Clean and fast
- Hygiene comes to the fore
- Reducing risk
Executive Summary
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- Volume growth particularly strong in laundry and dishwashers market
- Booming housing market and stable economy sustaining growth
- Dishwasher sector growing strongly
- Supply dominated by pan-European suppliers
- Low A:S ratio
- Internet sales low but steadily increasing
- Consumer research findings
- A saturated market
- Overcoming difficult barriers to purchase
- Dishwashers need to lose the ‘luxury’ image
- Future prospects
Market Drivers
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- Household moves and DIY
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- Figure 1: Household transactions in the UK, 1999-2008
- Figure 2: Proportion of households in Great Britain, by tenure, 1971-2002
- Changes in the number of households
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- Figure 3: Trends in household size, 1999-2009
- PDI and consumer expenditure
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- Figure 4: PDI and consumer expenditure, at constant prices, 1999-2008
- Shifting demographics
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- Figure 5: Trends and projections in UK population, by age group, 1999-2008
- New product development
Market Size and Trends
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- A strong economy boosts white goods sales
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- Figure 6: The UK market for laundry and dishwasher appliances, by volume and value, 1999-2004
- Growth across categories by volume
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- Figure 7: Retail volume sales of laundry and dishwasher appliances, by type, 2002 and 2004
- Value growth lags behind
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- Figure 8: Retail value sales of laundry and dishwasher appliances, by type, 2002 and 2004
Market Segmentation
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- Washing machines
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- Figure 9: The UK market for washing machines*, by volume and value, 1999-2004
- Washer-dryers make modest gains
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- Figure 10: Volume sales of washing machines, by type, 2002 and 2004
- Dryers
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- Figure 11: The UK market for clothes dryers, by volume and value, 1999-2004
- Condenser dryers gain ground
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- Figure 12: Volume sales of clothes dryers, by type, 2002 and 2004
- Dishwashers
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- Figure 13: The UK market for dishwashers, by volume and value, 1999-2004
- The smaller, the better
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- Figure 14: Volume sales of dishwashers, by type, 2002 and 2004
The Supply Structure
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- Brand shares
- Washing machines
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- Figure 15: Brand shares in the washing machines market, by volume, 2002 and 2004
- Clothes dryers
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- Figure 16: Brand shares in the clothes dryers market, by volume, 2002 and 2004
- Dishwashers
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- Figure 17: Brand shares in the dishwashers market, by volume, 2002 and 2004
- Leading companies and retailers
- Beko plc
- Bosch and Siemens Home Appliances Ltd (BSH)
- Candy Domestic Appliances
- Crosslee plc
- The Electrolux Group
- Merloni Elettrodomestici UK Ltd/The Indesit Company
- Miele
- Servis
- Whirlpool UK Ltd
- Other companies
Advertising and Promotion
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- Overview
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- Figure 18: Main monitored media expenditure on washing machines/dryers and dishwashers, 1999-2004
- Fluctuating spend
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- Figure 19: Main monitored media advertising expenditure on washing machines/dryers and dishwashers, by top brands, 2003
- Siemens and Bosch account for half of spend
Distribution
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- A more hands-off approach
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- Figure 20: Volume sales of washing machines and clothes dryers, by outlet type, 2002 and 2004
- Alternative avenues more popular for dishwashers
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- Figure 21: Volume sales of dishwashers, by outlet type, 2002 and 2004
The Consumer
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- Overview
- Ownership trends continue onward and upward
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- Figure 22: Ownership of washing machines, tumble dryers and dishwashers, 1999-2004
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- Figure 23: Appliances bought new in the last 12 months, 1999-2004
- Washing machines/dryers
- Ownership and type of washing machine/dryer
- Penetration peaks among the Silver Surfers
- Socio-economic bias in ownership lessening
- The baby factor – especially for tumble dryers
- Singles and renters go off-site
- Household size has variable impact
- No clear regional bias outside of London
- Families key to market growth
- Ownership demographics
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- Figure 24: Ownership of automatic washing machines, by gender, age and region, 2004
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- Figure 25: Ownership of automatic washing machines, by socio-economic group, working status and home ownership, 2004
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- Figure 26: Ownership of automatic washing machines, by presence of children, marital status, household size, lifestage and Mintel’s Special Groups, 2004
- Important factors for purchase
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- Figure 27: Important factors in choosing a washing machine, November 2004
- Dishwashers
- Current ownership levels stick stubbornly below 30%
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- Figure 28: Ownership of electric dishwashers, by gender, age and region, 2004
- AB bias in dishwasher ownership
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- Figure 29: Ownership of electric dishwashers, by socio-economic group, working status and home ownership, 2004
- Family types direct purchase
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- Figure 30: Ownership of electric dishwashers, by presence of children, marital status, household size, lifestage and Mintel’s Special Groups, 2004
- Plans to purchase
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- Figure 31: Ownership and potential purchase for dishwashers, November 2004
- Positive and negative attitudes towards dishwashers
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- Figure 32: Attitudes towards electric dishwashers, November 2004
The Consumer – Attitudinal Typologies
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- Washing machines and dryers
- Exploring the typologies
- Clean and Fast Washers
- Space-Limited Washers
- Wishy Washers
- ‘Which?’ Washers
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- Figure 33: Laundry appliance consumer typologies, November 2004
- Reaching the typologies – media usage
- Consumer typologies – Detailed Demographics
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- Figure 34: Laundry appliance consumer typologies, by gender, age, region, socio-economic group and ACORN categories, November 2004
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- Figure 35: Laundry appliance consumer typologies, by Mintel’s Special Groups, detailed lifestage groups, household tenure and household size, November 2004
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- Figure 36: Laundry appliance consumer typologies, by media usage, supermarkets shopped and commercial TV viewing, November 2004
- Features sought by typologies
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- Figure 37: Laundry appliance consumer typologies, by features considered when purchasing a laundry appliance, November 2004
- Seen not heard
- Every feature counts
- Finding potential in Space-Limited
- Wishies provide biggest challenge
- Dishwashers
- Room for growth in the South
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- Figure 38: Potential dishwasher ownership, by gender, age and region, November 2004
- Convincing young families to make the purchase
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- Figure 39: Potential dishwasher ownership, by Mintel’s Special Groups, detailed lifestage groups and household size, November 2004
- C2s want to buy
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- Figure 40: Potential dishwasher ownership, by socio-economic group, household tenure and ACORN categories, November 2004
- Reach through the television
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- Figure 41: Potential dishwasher ownership, by media usage, supermarkets shopped and commercial TV viewing, November 2004
- Attitudes towards dishwashers among potential owners
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- Figure 42: Potential dishwasher ownership, by attitudes towards dishwashers, November 2004
- Education and experience are key
- Lack of space still a hindrance
- Benefits for cash-rich, time-poor consumers
- Lose the ‘luxury’ image to boost sales
- Hide the clutter
- Indispensable – but only once you have owned one
The Future
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- As the economy goes
- Smaller households’ impact
- Adding value to the washing machine
- Dryers continue strongly
- Room for growth for dishwashers
Forecast
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- Figure 43: Forecast of the total laundry and dishwasher appliances market, 2004-09
- Figure 44: Forecast of the total laundry and dishwasher appliances market, 2004-09
- Washing machines
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- Figure 45: Forecast of the washing machines sector, 2004-09
- Tumble dryers
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- Figure 46: Forecast of the clothes dryers sector, 2004-09
- Dishwashers
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- Figure 47: Forecast of the dishwashers sector, 2004-09
- Factors used in the forecast
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