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Dishwashers, Refrigerators and Freezers - US - August 2007

SCOPE AND THEMES
What you need to know
Definition
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Executive summary highlights
State of the industry
Housing trends first help then hurt sales of appliances
Remodeling and increased number of affluent households
Increased demand for luxury features and energy efficiency
Innovation key to driving segment sales
Consolidation and new entrants to the market
Home ownership key to respondent appliance ownership
Energy efficiency is top feature for trading up; entertainment less so
Future
MARKET DRIVERS
Strong housing activity slows
Lower sales of new and existing homes
Figure 1: New and existing home sales, 2001-07
Figure 2: Recent purchase of refrigerators, freezers, dishwashers, and garbage disposals, by recent household changes, January-October 2006
Low interest rates spur remodeling/home improvement
Figure 3: Mortgage rates and change in volume sales for refrigerators, freezers, dishwashers, and garbage disposals, 2000-05
Figure 4: Kitchen remodeling and total homeowner improvement expenditures, 1995-2005
Sub-prime crisis tightens lending standards
Household income
Figure 5: Household income distribution, 2003 and 2005
Figure 6: Ownership of refrigerators, freezers, dishwashers, and disposals, by household income, January-September 2004 and January-October 2006
Demographics
Number of households increasing
Figure 7: Number of households, 1996-2006
Figure 8: Share of population as homeowners, by race and Hispanic origin, 1995-2005
Figure 9: Ownership of refrigerators, freezers, dishwashers, and garbage disposals, by home ownership or rental, January-October 2006
Immigration
Minority population growth
Figure 10: Population, by race and Hispanic origin, 2002-12
Figure 11: Total U.S. population, by race/Hispanic origin, by age, 2006
Hurricanes drive replacement demand
Trend toward masstige/upscaling
Energy efficiency
MARKET SIZE AND TRENDS
Figure 12: Total U.S. retail sales of food preservation and kitchen cleanup appliances, at current and constant prices, 2001-06
Figure 13: Graph: Total U.S. retail sales of food preservation and kitchen cleanup appliances, at current and constant prices, 2001-06
Figure 14: Total U.S. manufacturer unit shipments of food preservation and kitchen cleanup appliances*, 2001-07
Figure 15: Total U.S. manufacturer unit shipments of built-in dishwasher and built-in, under counter, refrigerator units*, 2001-07
 MARKET TRENDS
Modern features and style
Significant introductions in the mass-premium and premium price range
Personalizing home and home furnishings
MARKET SEGMENTATION
Overview
Figure 16: Sales of food preservation and kitchen cleanup, segmented by product type, 2004 and 2006*
Figure 17: Total U.S. manufacturer unit shipments of kitchen appliances, by product type, 2004 and 2006*
Food preservation (refrigerators and freezers)
Figure 18: Sales of refrigerators and freezers, at current and constant prices, 2001-06
Figure 19: Total U.S. manufacturer unit shipments of refrigerators, 2001-07
Figure 20: Total U.S. manufacturer unit shipments of standalone freezers, 2001-07
Figure 21: U.S. manufacturer shipments of freezers, by type, 2001-06
Kitchen cleanup (dishwashers, garbage disposals, and range hoods)
Figure 22: Sales of kitchen cleanup appliances, at current and constant prices, 2001-06*
Figure 23: Total U.S. manufacturer unit shipments of dishwashers, 2001-07
Figure 24: U.S. manufacturer unit shipments of dishwashers, by type, 2001-06
Figure 25: Total U.S. manufacturer unit shipments of garbage disposals, 2001-07*
SUPPLY STRUCTURE
 FOREIGN TRADE
Figure 26: U.S. domestic exports of refrigerators, freezers, and dishwashers, FAS value, 2002-07*
Figure 27: U.S. imports for consumption of refrigerators, freezers, and dishwashers, customs value, 2002-07
 SUPPLIER OVERVIEW
 BRAND PREFERENCES
Figure 28: Ownership of appliances, by brand, by product type, May 2006
Figure 29: Major manufacturer sales of appliances** in the U.S., 2004 and 2006
ADVERTISING AND PROMOTION
Introduction
 INDIVIDUAL MANUFACTURER CAMPAIGNS
Whirlpool Corp./Maytag Corp.
Figure 30: Maytag advertisement
Figure 31: Maytag Ice2O television advertisement
GE Consumer Products
Figure 32: GE advertisement
Kenmore (Sears)
Figure 33: Kenmore advertisement
Figure 34: Kenmore advertisement
Electrolux (Frigidaire)
BSH Home Appliances
Haier
LG Electronics
Figure 35: LG advertisement
Samsung Electronics
Figure 36: Samsung advertisement
Sub-zero Freezer Co./Wolf Appliance Co.
Figure 37: Sub-Zero advertisement
RETAIL DISTRIBUTION
Figure 38: U.S. retail sales of refrigerators, freezers, dishwashers, and disposals*, by channel, 2006
THE CONSUMER
Introduction
Summary
Home ownership key to appliance ownership
Demographics of appliance ownership
Life changes that most affect ownership and purchase of appliances
Geographic and demographic considerations in appliance ownership
Features for which those looking to purchase appliances are willing to pay
Beyond stainless, consumers are open to suggestion
Trends in appliance ownership
Figure 39: Ownership of refrigerators, freezers, dishwashers, and garbage disposals, 2002-06
Market participation by home ownership and recent remodeling
Figure 40: Ownership of refrigerators, freezers, dishwashers, and garbage disposals, by home ownership and recent remodeling, January-October 2006
Recent appliance purchase
Figure 41: Recent purchase of refrigerators, freezers, dishwashers, and garbage disposals, by home ownership and recent remodeling, January-October 2006
Home ownership and recently remodeling by demographic group
Figure 42: Home ownership and recent remodeling, by age, race/ethnicity, household income, and marital status, January-October 2006
Market participation by recent household changes
Figure 43: Ownership of refrigerators, freezers, dishwashers, and garbage disposals, by recent household changes, January-October 2006
Figure 44: Recent purchase of refrigerators, freezers, dishwashers, and garbage disposals, by recent household changes, January-October 2006
Ownership and recent purchase by key demographics
Figure 45: Ownership of refrigerators, freezers, dishwashers, and disposals, by age, race/ethnicity, household income, and marital status, January-October 2006
Figure 46: Recent purchase of refrigerators, freezers, dishwashers, and disposals, by age, race/ethnicity, household income, and marital status, January-October 2006
Ownership and recent purchase by geographic location
Figure 47: Ownership of refrigerators, freezers, dishwashers, and disposals, by region and county size, January-October 2006
Opinions about the home by demographic group
Figure 48: Opinions about the home, by gender and age, January-October 2006
THE CONSUMER: INTENTION TO PURCHASE
Home ownership by type of home, intentions
Figure 49: Ownership and intentions to buy/sell home, by living status, May 2007
Figure 50: Ownership of refrigerator, freezer, or dishwasher, by type of residence, May 2007
Figure 51: Intention to replace refrigerator, freezer, or dishwasher, by home ownership and intention to buy/sell, May 2007
Age of appliances owned
Figure 52: Age of appliances owned by respondents planning to replace, May 2007
Reason for replacing old appliance
Figure 53: Reasons for replacing refrigerator, freezer, or dishwasher, May 2007
Figure 54: Reasons for replacing refrigerator, freezer, or dishwasher, by gender, May 2007
Figure 55: Reasons for replacing refrigerator, freezer, or dishwasher, by presence of children in household, May 2007
Place of purchase for last appliance
Figure 56: Place of purchase for last appliance, May 2007
Figure 57: Place of purchase for last appliance, by age, May 2007
Figure 58: Place of purchase for last appliance, by race/ethnicity, May 2007
Figure 59: Place of purchase for last appliance, by living status, May 2007
Refrigerator/freezer brands owned by respondent
Figure 60: Brand of refrigerator/freezer owned, May 2007
Figure 61: Brand of refrigerator/freezer owned, by age, May 2007
Figure 62: Brand of refrigerator/freezer owned, by household income, May 2007
Figure 63: Brand of refrigerator/freezer owned, by race/ethnicity, May 2007
Figure 64: Brand of refrigerator/freezer owned, by living status, May 2007
Dishwasher brands owned by respondent
Figure 65: Brand of dishwasher owned, by race/ethnicity, May 2007
Figure 66: Brand of dishwasher owned, by age, May 2007
Figure 67: Brand of dishwasher owned, by household income, May 2007
Figure 68: Brand of dishwasher owned, by race/ethnicity, May 2007
Figure 69: Brand of dishwasher owned, by living status, May 2007
THE CONSUMER: INTEREST IN SPECIAL FEATURES
Interest in paying more for refrigerator/freezer features
Figure 70: Refrigerator/freezer features for which respondent would pay more, May 2007
Figure 71: Refrigerator/freezer features for which respondent would pay more, by age, May 2007
Figure 72: Refrigerator/freezer features for which respondent would pay more, by household income, May 2007
Interest in paying more for dishwasher features
Figure 73: Dishwasher features for which respondent would pay more, May 2007
Color/finish preferences for appliances
Figure 74: Interest in color/finishes, May 2007
Figure 75: Interest in color/finishes, by age, May 2007
Figure 76: Interest in color/finishes, by presence of children in household, May 2007
FUTURE AND FORECAST
 FUTURE TRENDS
Demographics
Figure 77: Number and share of U.S. households that own major home kitchen appliances, 2002-06
Continued immigration and favorable age demographics will drive growth
25-34 year olds and Baby Boomers will drive market
Figure 78: Population, by age, 2002-12
Figure 79: Median household income, by age of householder, 2005
Innovation will increase interest
Continued interest in energy and water efficient appliances
 MARKET FORECAST
Food preservation and kitchen cleanup appliances
Figure 80: Forecast of total U.S. sales of food preservation and kitchen cleanup appliances, at current and constant prices, 2006-09
Figure 81: Forecast of total U.S. sales of food preservation and kitchen cleanup appliances, at current and constant prices, 2006-09
Forecast factors
APPENDIX: TRADE ASSOCIATIONS

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