Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- A fridge is an extension of your lifestyle
- US-style units may be self-limiting
- Internet users and cross-branding
- For those on the move
Fast Forward Trends
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- Trend 1: Memories Are Made of This
- Trend 2: Cam Cam – CCTV and Privacy
Market in Brief
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- Historical trend
- Sales growth up
- Newcomers continue to target the UK market
- Consumers demand more, and will pay more
- Retailer share static across all sectors
- The future
Internal Market Environment
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- Key points:
- The role of fashion
- Prices increase
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- Figure 1: Expenditure on combined fridge-freezers bought new in the last 12 months, 2002-06
- Eco-friendliness scores highly
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- Figure 2: Agreement with selected lifestyle statements, by socio-economic grade, 2006
- Chilled food/more space
- Repair or replace
- Appetite for gadgets and gizmos
Broader Market Environment
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- Key points:
- Healthy growth in PDI
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- Figure 3: PDI and consumer expenditure, at constant 2000 prices, 2001-11
- Household penetration set to increase
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- Figure 4: UK households and one-person households, 2001-11
- The housing market
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- Figure 5: UK housing stock, by tenure, 2000-11
- Figure 6: UK housing market, 1996-2006
- Fashion more important than functionality
- Other factors
- The DIY option
- Integrated kitchens
Competitive Context
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- Key points:
- The influence of other markets
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- Figure 7: Sales of kitchen furniture and appliances, 2001-06
- White goods market holds its own
- Germany, France and Spain vs. UK
- Kitchen upgrades have positive influence
- Fresh foods take on chilled foods
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- Figure 8: Retail sales of chilled and frozen ready meals, 2001-06
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points:
- Added features add value
- US influence for the future
- Facing forward
Market Value and Forecast
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- Key points:
- Value sales outpace volume sales
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- Figure 9: UK retail sales of refrigeration appliances, by volume and value, 2001-06
- Reversal of average prices
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- Figure 10: Average unit price of all refrigeration and freezer appliances, 2001-06
- Fridges are the Jewel in the Crown
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- Figure 11: UK retail sales of refrigeration and freezer appliances, by type, by volume, 2002-06
- Figure 12: UK retail sales of refrigeration and freezer appliances, by type, by value, 2002-06
- Future growth potential
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- Figure 13: Forecast of the total refrigeration and freezer appliances market, by value and volume, 2001-11
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- Figure 14: Forecast of the fridge-freezer sector, by value and volume, 2001-11
- Figure 15: Forecast of the refrigerator sector, by value and volume, 2001-11
- Figure 16: Forecast of the freezer sector, by value and volume, 2001-11
- Factors incorporated in the forecast
Segment Performance
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- Key points:
- Fridge-freezers volume sales fall
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- Figure 17: UK retail sales of fridge-freezers, by volume and value, 2001-06
- Fridge-freezers – standard units
- Fridge-freezers – side-by-side units
- Defrosting – an unpleasant chore
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- Figure 18: UK retail volume of fridge-freezers, by type, 2002-06
- Refrigerators – sales gallop ahead
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- Figure 19: UK retail sales of refrigerators, by volume and value, 2001-06
- Larder fridges continue to grow
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- Figure 20: UK retail volume sales of refrigerators, by type, 2002-06
- Freezers freeze over
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- Figure 21: UK retail sales of freezers, by volume and value, 2001-06
- Chests on the way out
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- Figure 22: UK retail volume sales of freezers, by type, 2002-06
- Influence of US-style models
- Product ranges repositioned
Market Share
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- Key points:
- Parent companies diversify their portfolio
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- Figure 23: Brand map of selected refrigeration appliance brands with a notable UK presence, 2006
- Established brands lose share
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- Figure 24: Estimated brand shares in the fridge-freezer sector, by volume, 2004 and 2006
- Beko surges ahead with fridges
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- Figure 25: Estimated brand volume shares in the fridge sector, by volume, 2004 and 2006
- Freezers: volume sales stagnate
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- Figure 26: Estimated brand shares in the freezer sector, by volume, 2004 and 2006
- Increasing competition could change the face of suppliers
Companies and Products
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- Key points:
- Arçelik
- Beko
- Product range
- The Indesit Company
- Hotpoint
- Indesit
- The Electrolux Group
- Electrolux/Zanussi
- BSH Home Appliances
- Bosch
- Siemens
- Candy Domestic Appliances
- Hoover
- Candy
- Whirlpool Domestic Appliances
- Whirlpool
- Others
- Liebherr
- Smeg
- Miele
- LG
- Samsung
Brand Elements
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- Brand map
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- Figure 27: Brand map for fridge freezer brands, March 2007
- Hotpoint
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- Figure 28: Words associated with the Hotpoint brand, March 2007
- Brand qualities
- Solid citizen
- Hotspot for Hotpoint at number one.
- Beko
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- Figure 29: Words associated with the Beko brand, March 2007
- Brand qualities
- Budget player
- Cheap and cheerful
- Smeg
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- Figure 30: Words associated with the Smeg brand, March 2007
- Brand qualities
- Trendiest
- The style of a Ferarri … with the engine of a Smeg.
- Whirlpool
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- Figure 31: Words associated with the Whirlpool brand, March 2007.
- Brand qualities
- Great promise, but disappointing results for the specialist
- A sense of whirling in outer space?
- Bosch
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- Figure 32: Words associated with the Bosch brand, March 2007
- Brand qualities
- The quality brand
- Bish bash bosch, ‘invented for life’
- Usage of brands
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- Figure 33: Consumer usage of various fridge and freezer brands, March 2007
- Grand designs on Bosch
- Attitudes towards brands
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- Figure 34: Customer rating of fridge and freezer brands, march 2007
- Brand satisfaction and performance
- Bosch stands out on excellence.
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- Figure 35: Customer rating of fridge and freezer brands, march 2007
- Brand commitment
- Smeg and Bosch are worth paying more for, but only Bosch has the commitment.
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- Figure 36: Degree of customer commitment to fridge and freezer brands, March 2007
- Round up
Brand Communication
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- Key points:
- US sets the tone
- Advertising declines in the UK
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- Figure 37: Main monitored media advertising expenditure on all refrigeration appliances, 2001-06
- Established brands have lower spends
- Top advertiser in 2006 is AEG
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- Figure 38: Advertiser spend, 2002-06
Channels to Market
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- Key points:
- Electrical multiples – the dominant force
- Little geographical difference
- Retail share of fridge-freezers
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- Figure 39: UK retail distribution of fridge-freezers, by volume, 2004 and 2006
- Retail share of refrigerators
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- Figure 40: UK retail distribution of refrigerators, by volume, 2004 and 2006
- Retailer share of freezers
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- Figure 41: UK retail distribution of freezers, by volume, 2004 and 2006
- Shopping around to get the best deal
- The Internet
- Retailers could enhance their websites
The Consumer – Ownership
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- New purchases tailing off
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- Figure 42: Household ownership of fridges and freezers, 2002-06
- Typical buyers of fridges
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- Figure 43: Purchase of refridgeration appliances in the last 12 months, by age, 2006
- How different are refrigerator owners?
- How different are freezer owners?
- How different are fridge-freezer owners?
- First-time buyers on the march – but slowly
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- Figure 44: First-time buyer or bought as replacement, 2002-06
The Consumer – Purchase Habits
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- Upgrading or redecorate the kitchen
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- Figure 45: Things done in household in the last three years, November 2006
- Over half stock up the freezer
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- Figure 46: How consumers use their fridges and freezer, November 2006
- Brand- and energy-conscious consumers
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- Figure 47: Important factors when buying a fridge, freezer or combiend fridge-freezer, November 2006
- Seeking energy-efficiency
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- Figure 48: Energy-efficient net, November 2006
- Wealthy ABs attracted to energy-efficiency
- Appearance is King
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- Figure 49: Cross-analysis of changes made in the home and important factors considered when purchasing a refriderator, November 2006
- Making the most of fridge space
Consumer – Further Analysis
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- Consumer Typologies
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- Figure 50: Fridge and Freezer ownership typologies, november 2006
- Motivations to purchase
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- Figure 51: Cross-analysis of consumer typology and changes made in the home, November 2006
- Moving house triggers purchase
- Price Conscious (14% of respondents)
- Who they are
- Function-less (33% of respondents)
- Who they are
- Brand Aware (29% of respondents)
- Who they are
- Separates (24% of respondents)
- Who they are
- Marketing Message – Energy-efficiency-led
- Freezers help to plan meals ahead
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- Figure 52: Cluster groups, by how individuals use their fridge-freezers, November 2006
- CHAID analysis
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- Figure 53: CHAID analysis of key target groups, November 2006
- Targeting advertising and sales promotion
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Internal market environment
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- Figure 54: Agreement with selected lifestyle statements, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage, Mintel’s Special Groups and tenure, 2006
- Figure 55: Agreement with the statement ‘The kitchen is the most important room in my home’, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2006
- Broader market environment
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- Figure 56: Trends and projections in UK population, by age group, 2000-10
- The Consumer – Ownership (Detailed Demographics)
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- Figure 57: Household ownership of fridges and freezers, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2006
- The Consumer – Purchase Habits (Detailed Demographics)
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- Figure 58: Things done in household in the last three years, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, November 2006
- Figure 59: How consumers use their fridge and freezer, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, November 2006
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- Figure 60: How consumers use their fridge and freezer, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, November 2006
- Figure 61: Factors considered when buying a fridge, freezer or combiend fridge-freezer, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, November 2006
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- Figure 62: Factors considered when buying a fridge, freezer or combiend fridge-freezer, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, November 2006
- Figure 63: Factors considered when buying a fridge, freezer or combiend fridge-freezer, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, November 2006
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- Figure 64: Cross-analysis of how consumers use their fridge-freezers, by factors considered when buying a fridge, freezer or combined fridge-freezer, November 2006
- Consumer – Further Analysis (Detailed Demographics)
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- Figure 65: Energy-efficient net, by gender, age, socio-economic group, marital status, Mintel’s Special Groups, presence of children, lifestage, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and detailed lifestage groups, November 2006
- Figure 66: Clusters, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and detailed lifestage groups, November 2006
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- Figure 67: Correlations of things done in the home in the last three years, by important factors when buying a fridge, freezer or combined fridge-freezer, November 2006
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