Laundry and Dishwasher Appliances - UK - January 2005

INTRODUCTION AND ABBREVIATIONS
Definitions
Consumer research
Lifestage and Special Groups
ACORN
Advertising data
 ABBREVIATIONS
PREMIER INSIGHT
Clean and fast
Hygiene comes to the fore
Reducing risk
EXECUTIVE SUMMARY
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
Household moves and DIY
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
Figure 3: Trends in household size, 1999-2009
PDI and consumer expenditure
Figure 4: PDI and consumer expenditure, at constant prices, 1999-2008
Shifting demographics
Figure 5: Trends and projections in UK population, by age group, 1999-2008
New product development
MARKET SIZE AND TRENDS
A strong economy boosts white goods sales
Figure 6: The UK market for laundry and dishwasher appliances, by volume and value, 1999-2004
Growth across categories by volume
Figure 7: Retail volume sales of laundry and dishwasher appliances, by type, 2002 and 2004
Value growth lags behind
Figure 8: Retail value sales of laundry and dishwasher appliances, by type, 2002 and 2004
MARKET SEGMENTATION
Washing machines
Figure 9: The UK market for washing machines*, by volume and value, 1999-2004
Washer-dryers make modest gains
Figure 10: Volume sales of washing machines, by type, 2002 and 2004
Dryers
Figure 11: The UK market for clothes dryers, by volume and value, 1999-2004
Condenser dryers gain ground
Figure 12: Volume sales of clothes dryers, by type, 2002 and 2004
Dishwashers
Figure 13: The UK market for dishwashers, by volume and value, 1999-2004
The smaller, the better
Figure 14: Volume sales of dishwashers, by type, 2002 and 2004
THE SUPPLY STRUCTURE
 BRAND SHARES
Washing machines
Figure 15: Brand shares in the washing machines market, by volume, 2002 and 2004
Clothes dryers
Figure 16: Brand shares in the clothes dryers market, by volume, 2002 and 2004
Dishwashers
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
 OVERVIEW
Figure 18: Main monitored media expenditure on washing machines/dryers and dishwashers, 1999-2004
Fluctuating spend
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
A more hands-off approach
Figure 20: Volume sales of washing machines and clothes dryers, by outlet type, 2002 and 2004
Alternative avenues more popular for dishwashers
Figure 21: Volume sales of dishwashers, by outlet type, 2002 and 2004
THE CONSUMER
 OVERVIEW
Ownership trends continue onward and upward
Figure 22: Ownership of washing machines, tumble dryers and dishwashers, 1999-2004
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
Figure 24: Ownership of automatic washing machines, by gender, age and region, 2004
Figure 25: Ownership of automatic washing machines, by socio-economic group, working status and home ownership, 2004
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
Figure 27: Important factors in choosing a washing machine, November 2004
 DISHWASHERS
Current ownership levels stick stubbornly below 30%
Figure 28: Ownership of electric dishwashers, by gender, age and region, 2004
AB bias in dishwasher ownership
Figure 29: Ownership of electric dishwashers, by socio-economic group, working status and home ownership, 2004
Family types direct purchase
Figure 30: Ownership of electric dishwashers, by presence of children, marital status, household size, lifestage and Mintel’s Special Groups, 2004
Plans to purchase
Figure 31: Ownership and potential purchase for dishwashers, November 2004
Positive and negative attitudes towards dishwashers
Figure 32: Attitudes towards electric dishwashers, November 2004
THE CONSUMER – ATTITUDINAL TYPOLOGIES
 WASHING MACHINES AND DRYERS
Exploring the typologies
Clean and Fast Washers
Space-Limited Washers
Wishy Washers
‘Which?’ Washers
Figure 33: Laundry appliance consumer typologies, November 2004
Reaching the typologies – media usage
 CONSUMER TYPOLOGIES – DETAILED DEMOGRAPHICS
Figure 34: Laundry appliance consumer typologies, by gender, age, region, socio-economic group and ACORN categories, November 2004
Figure 35: Laundry appliance consumer typologies, by Mintel’s Special Groups, detailed lifestage groups, household tenure and household size, November 2004
Figure 36: Laundry appliance consumer typologies, by media usage, supermarkets shopped and commercial TV viewing, November 2004
Features sought by typologies
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
Figure 38: Potential dishwasher ownership, by gender, age and region, November 2004
Convincing young families to make the purchase
Figure 39: Potential dishwasher ownership, by Mintel’s Special Groups, detailed lifestage groups and household size, November 2004
C2s want to buy
Figure 40: Potential dishwasher ownership, by socio-economic group, household tenure and ACORN categories, November 2004
Reach through the television
Figure 41: Potential dishwasher ownership, by media usage, supermarkets shopped and commercial TV viewing, November 2004
Attitudes towards dishwashers among potential owners
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
As the economy goes
Smaller households’ impact
Adding value to the washing machine
Dryers continue strongly
Room for growth for dishwashers
FORECAST
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
Figure 45: Forecast of the washing machines sector, 2004-09
Tumble dryers
Figure 46: Forecast of the clothes dryers sector, 2004-09
Dishwashers
Figure 47: Forecast of the dishwashers sector, 2004-09
Factors used in the forecast