Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- Attitudes still prevent dishwasher sales
- Saving space should drive combined washer/dryer sales
- Premium consumers want more features
- Cheap machines are a false economy
Fast Forward Trends
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- Trend 1: Bottomless Vanity
- Definition
- What next?
- Trend 2: Empowered Seniors
- Definition
- What next?
Market in Brief
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- Tough market conditions
- Market polarisation
- Energy efficiency is a key driver
- Brands are also important
- Future prospects
Internal Market Environment
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- Key points
- Household penetration of laundry machines plateaus
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- Figure 1: Ownership of washing machines, washer/dryers and tumble dryers, 2003-07
- Dishwashers still have growth potential
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- Figure 2: Ownership of dishwashers, 2003-07
- Improved reliability limits sales levels
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- Figure 3: Appliances bought new in the last 12 months, 2003-07
- Increasing imports pressure prices
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- Figure 4: Imports of washing machines and dishwashers, by source, 2004-07
Broader Market Environment
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- Key points
- Consumer confidence damages short term prospects
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- Figure 5: PDI and consumer expenditure, at constant 2002 prices, 2002-12
- Changes in age profile
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- Figure 6: UK poulation by age, 2002-12
- Increasing number of households increases potential
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- Figure 7: Trends in household size, UK, 2002-12
- Environmental concerns
Competitive Context
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- Key points
- Spending on durables a low priority
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- Figure 8: Expenditure priorities, 2006-08
- Competition for consumer spend means emphasis on value-for-money
- Growth lagging behind that of consumer spending
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- Figure 9: Consumer expenditure in selected sectors, 2002-07
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Innovation in design
- Shorter wash cycles and bigger washes
- New features
- Detergent-less washing
- Developing channels of distribution
Market Value and Forecast
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- Key points
- Market declines in 2007 but is set to take up again by 2009
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- Figure 10: UK market for laundry and dishwasher appliances, by volume and value, 2002-12
- The future
- Factors used in the forecast
Segment Performance
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- Key points
- Washing machines
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- Figure 11: UK market for washing machines, by volume and value, 2002-12
- Figure 12: Volume sales of washing machines, by type, 2002-06
- Dryers
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- Figure 13: UK market for clothes dryers, by volume and value, 2002-12
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- Figure 14: Volume sales of clothes dryers, by type, 2002-06
- Dishwashers
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- Figure 15: UK market for dishwashers, by volume and value, 2002-12
- Figure 16: Volume sales of dishwashers, by type, 2002-06
Market Share
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- Key points
- Washing machines
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- Figure 17: Brand shares in the washing machines market, by volume, 2003-07
- Clothes dryers
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- Figure 18: Brand shares in the clothes dryers market, by volume, 2003-07
- Dishwashers
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- Figure 19: Brand shares in the dishwashers market, by volume, 2003-07
Companies and Products
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- Figure 20: Brands in the dishwasher and laundry appliance market, 2007
- Beko plc
- BSH Home Appliances Ltd (BSH)
- Candy Domestic Appliances
- Crosslee plc
- Electrolux Group AB
- The Indesit Company
- Miele
- Whirlpool UK Ltd
- Other companies
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Brand Elements
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- Brand map
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- Figure 21: Usage and attitude for laundry and dishwasher appliance brands, January 2008
- Hotpoint
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 22: Attitudes towards the Hotpoint brand, January 2008
- Beko
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 23: Attitudes towards the Beko brand, January 2008
- Bosch
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 24: Attitudes towards the Bosch brand, January 2008
- Hoover
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 25: Attitudes towards the Hoover brand, January 2008
- Indesit
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 26: Attitudes towards the Indesit brand, January 2008
- Electrolux
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 27: Attitudes towards the Electrolux brand, January 2008
- Whirlpool
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 28: Attitudes towards the Whirlpool brand, January 2008
- Zanussi
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 29: Attitudes towards the Zanussi brand, January 2008
- Smeg
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 30: Attitudes towards the Smeg brand, January 2008 (NB – bases too low on satisfaction and commitment)
- Brand qualities of laundry and dishwasher brands
- Bosch seen as efficient, functional and reliable
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- Figure 31: Brand qualities of various laundry and dishwasher appliance brands, January 2008
- Experience of laundry and dishwasher brands
- Hotpoint the most popular brand
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- Figure 32: Consumer usage of various laundry and dishwasher brands, January 2008
- Brand consideration for laundry and dishwasher brands
- Lack of awareness hampering consideration of Beko
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- Figure 33: Consideration of laundry and dishwasher appliance brands, January 2008
- Brand momentum for laundry and dishwasher brands
- Hoover seen as standing still
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- Figure 34: Momentum of various laundry and dishwasher appliance brands, January 2008
- Brand motivation for laundry and dishwasher brands
- Hotpoint most popular choice for washing machines
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- Figure 35: Motivation for buying various laundry and dishwasher brands, January 2008
- Brand satisfaction for laundry and dishwasher brands
- Bosch rated highest for excellence
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- Figure 36: Satisfaction of various laundry and dishwasher brands, January 2008
- Brand commitment to laundry and dishwasher brands
- Bosch is worth paying a little more for
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- Figure 37: Commitment to various laundry and dishwasher appliances, January 2008
- Round up
Brand Communication and Promotion
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- Key points
- Promotional spend grows
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- Figure 38: Main monitored media expenditure on washing machines/dryers and dishwashers, 2003-07
- Top two washing machine manufacturers increase adspend
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- Figure 39: Main monitored media expenditure on washing machines/dryers, 2006 and 2007
- Dishwashers
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- Figure 40: Main monitored media expenditure on dishwashers, 2006 and 2007
Channels to Market
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- Key points
- Laundry appliances shift to Internet
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- Figure 41: Volume sales of washing machines and dryers, by type of outlet, 2003-07
- Dishwasher outlets diversify
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- Figure 42: Volume sales of dishwashers, by type of outlet, 2003-07
Ownership of Washing Machines/Dryers and Factors Affecting Choice
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- Key points
- Ownership
- Young switch on to washer/dryers
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- Figure 43: Ownership of washing machines and combined washer/dryers, by age group, 2007
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- Figure 44: Ownership of combined washer/dryers, by socio-economic group, 2007
- Larger households prefer separate machines
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- Figure 45: Ownership of washing machines and tumble dryers, by household size and the presence of children in the household, 2007
- Empty nesters a target for combined washer/dryers
- Factors determining choice of washing machine
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- Figure 46: Most important factors when buying a washing machine, November 2007
- More promotion justified?
- Warranties offset lower prices
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- Figure 47: Interest in ‘Lowest possible price’ and ‘extended warranties’, by age and socio-economic group, November 2007
- Machine features appeal to premium consumers
- Recommendations have limited impact
Ownership and Attitudes Towards Dishwashers
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- Key points
- Ownership
- Strong reflection of socio-economic group
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- Figure 48: Ownership of dishwashers, by socio-economic group and household size, 2007
- Attitudes towards dishwashers
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- Figure 49: Attitudes towards dishwashers, October 2004 and November 2007
- Better than hand washing
- Still an unnecessary luxury
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- Figure 50: Consumers who consider that ‘dishwashers are an unnecessary luxury’, by age and socio-economic group, November 2007
- Attitudes not space
Key Attitudes and Typologies
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- Key points
- Key attitudes
- Luxury or necessity
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- Figure 51: Attitudes to coping without a washing machine, tumble dryer and dishwasher, November 2007
- Consumers won’t pay for energy efficiency
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- Figure 52: Attitudes towards energy characteristics of washing machines, tumble dryers and dishwashers, November 2007
- Washer/dryers offer convenience
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- Figure 53: Attitudes towards washer/dryers, November 2007
- Space continues to be limiting
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- Figure 54: Attitudes towards integrated appliances, November 2007
- Identifying targets
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- Figure 55: Consumer typologies in the laundry appliance and dishwasher market, November 2007
- Green and clean
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- Figure 56: ‘Green and clean’ typology, by age, socio-economic group and lifestage, November 2007
- Simply clean
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- Figure 57: ‘Simply clean’ typology, by age, socio-economic group and lifestage, November 2007
- Not Bothered
Appendix
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- Advertising data
- Abbreviations
Attitudes – Ownership of Washing Machines/Dryers and Factors Affecting Choice
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- Figure 58: Ownership of laundry and dishwashing appliances, by demographic sub-group, 2007
- Factors determining choice of washing machine
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- Figure 59: Most important factors when buying a washiing machine, by demographic sub-group, November 2007
- Figure 60: Most important factors when buying a washiing machine, by demographic sub-group, November 2007
- Figure 61: Most important factors when buying a washiing machine, by demographic sub-group, November 2007
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Appendix – Ownership and Attitudes Towards Dishwashers
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- Figure 62: Attitudes towards dishwashers, by demographic sub-group, November 2007
- Figure 63: Attitudes towards dishwashers, by demographic sub-group, November 2007
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Appendix – Key Attitudes
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- Figure 64: Attitudes towards washing machines, tumble dryers and dishwashers, by demographic sub-group, November 2007
- Figure 65: Attitudes towards washing machines, tumble dryers and dishwashers, by demographic sub-group, November 2007
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- Figure 66: Attitudes towards washing machines, tumble dryers and dishwashers, by demographic sub-group, November 2007
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Appendix – Consumer Typologies
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- Figure 67: Consumer typologies in the laundry and dishwasher appliances market, by demographic sub-group, November 2007
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- Figure 68: Attitudes towards dishwashers, by consumer typology, November 2007
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- Figure 69: Factors determining choice of washing machine, by consumer typology, November 2007
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- Figure 70: Attitudes towards dishwashers among non-owners, by consumer typology, November 2007
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- Figure 71: Attitudes towards laundry and dishwasher appliances among non-owners of dishwashers, by consumer typology, November 2007
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