Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
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- Strong housing activity slows
- Lower sales of new and existing homes
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- Figure 1: New and existing home sales, 2001-07
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- 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
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- Figure 3: Mortgage rates and change in volume sales for refrigerators, freezers, dishwashers, and garbage disposals, 2000-05
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- Figure 4: Kitchen remodeling and total homeowner improvement expenditures, 1995-2005
- Sub-prime crisis tightens lending standards
- Household income
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- Figure 5: Household income distribution, 2003 and 2005
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- Figure 6: Ownership of refrigerators, freezers, dishwashers, and disposals, by household income, January-September 2004 and January-October 2006
- Demographics
- Number of households increasing
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- Figure 7: Number of households, 1996-2006
- Figure 8: Share of population as homeowners, by race and Hispanic origin, 1995-2005
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- Figure 9: Ownership of refrigerators, freezers, dishwashers, and garbage disposals, by home ownership or rental, January-October 2006
- Immigration
- Minority population growth
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- Figure 10: Population, by race and Hispanic origin, 2002-12
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- 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
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- 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
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- Figure 14: Total U.S. manufacturer unit shipments of food preservation and kitchen cleanup appliances*, 2001-07
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- 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
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Market Segmentation
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- Overview
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- 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)
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- 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
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- Figure 20: Total U.S. manufacturer unit shipments of standalone freezers, 2001-07
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- Figure 21: U.S. manufacturer shipments of freezers, by type, 2001-06
- Kitchen cleanup (dishwashers, garbage disposals, and range hoods)
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- 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
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- 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
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- Foreign trade
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- Figure 26: U.S. domestic exports of refrigerators, freezers, and dishwashers, FAS value, 2002-07*
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- Figure 27: U.S. imports for consumption of refrigerators, freezers, and dishwashers, customs value, 2002-07
- Supplier overview
- Brand preferences
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- Figure 28: Ownership of appliances, by brand, by product type, May 2006
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- Figure 29: Major manufacturer sales of appliances** in the U.S., 2004 and 2006
Advertising and Promotion
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- Introduction
- Individual manufacturer campaigns
- Whirlpool Corp./Maytag Corp.
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- Figure 30: Maytag advertisement
- Figure 31: Maytag Ice2O television advertisement
- GE Consumer Products
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- Figure 32: GE advertisement
- Kenmore (Sears)
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- Figure 33: Kenmore advertisement
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- Figure 34: Kenmore advertisement
- Electrolux (Frigidaire)
- BSH Home Appliances
- Haier
- LG Electronics
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- Figure 35: LG advertisement
- Samsung Electronics
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- Figure 36: Samsung advertisement
- Sub-zero Freezer Co./Wolf Appliance Co.
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- Figure 37: Sub-Zero advertisement
Retail Distribution
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- Figure 38: U.S. retail sales of refrigerators, freezers, dishwashers, and disposals*, by channel, 2006
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The Consumer
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- 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
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- Figure 39: Ownership of refrigerators, freezers, dishwashers, and garbage disposals, 2002-06
- Market participation by home ownership and recent remodeling
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- Figure 40: Ownership of refrigerators, freezers, dishwashers, and garbage disposals, by home ownership and recent remodeling, January-October 2006
- Recent appliance purchase
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- 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
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- 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
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- Figure 43: Ownership of refrigerators, freezers, dishwashers, and garbage disposals, by recent household changes, January-October 2006
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- 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
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- Figure 45: Ownership of refrigerators, freezers, dishwashers, and disposals, by age, race/ethnicity, household income, and marital status, January-October 2006
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- 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
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- Figure 47: Ownership of refrigerators, freezers, dishwashers, and disposals, by region and county size, January-October 2006
- Opinions about the home by demographic group
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- Figure 48: Opinions about the home, by gender and age, January-October 2006
The Consumer: Intention to Purchase
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- Home ownership by type of home, intentions
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- Figure 49: Ownership and intentions to buy/sell home, by living status, May 2007
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- Figure 50: Ownership of refrigerator, freezer, or dishwasher, by type of residence, May 2007
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- Figure 51: Intention to replace refrigerator, freezer, or dishwasher, by home ownership and intention to buy/sell, May 2007
- Age of appliances owned
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- Figure 52: Age of appliances owned by respondents planning to replace, May 2007
- Reason for replacing old appliance
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- Figure 53: Reasons for replacing refrigerator, freezer, or dishwasher, May 2007
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- Figure 54: Reasons for replacing refrigerator, freezer, or dishwasher, by gender, May 2007
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- Figure 55: Reasons for replacing refrigerator, freezer, or dishwasher, by presence of children in household, May 2007
- Place of purchase for last appliance
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- Figure 56: Place of purchase for last appliance, May 2007
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- Figure 57: Place of purchase for last appliance, by age, May 2007
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- Figure 58: Place of purchase for last appliance, by race/ethnicity, May 2007
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- Figure 59: Place of purchase for last appliance, by living status, May 2007
- Refrigerator/freezer brands owned by respondent
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- Figure 60: Brand of refrigerator/freezer owned, May 2007
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- Figure 61: Brand of refrigerator/freezer owned, by age, May 2007
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- Figure 62: Brand of refrigerator/freezer owned, by household income, May 2007
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- Figure 63: Brand of refrigerator/freezer owned, by race/ethnicity, May 2007
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- Figure 64: Brand of refrigerator/freezer owned, by living status, May 2007
- Dishwasher brands owned by respondent
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- Figure 65: Brand of dishwasher owned, by race/ethnicity, May 2007
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- Figure 66: Brand of dishwasher owned, by age, May 2007
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- Figure 67: Brand of dishwasher owned, by household income, May 2007
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- Figure 68: Brand of dishwasher owned, by race/ethnicity, May 2007
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- Figure 69: Brand of dishwasher owned, by living status, May 2007
The Consumer: Interest in Special Features
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- Interest in paying more for refrigerator/freezer features
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- Figure 70: Refrigerator/freezer features for which respondent would pay more, May 2007
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- Figure 71: Refrigerator/freezer features for which respondent would pay more, by age, May 2007
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- Figure 72: Refrigerator/freezer features for which respondent would pay more, by household income, May 2007
- Interest in paying more for dishwasher features
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- Figure 73: Dishwasher features for which respondent would pay more, May 2007
- Color/finish preferences for appliances
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- Figure 74: Interest in color/finishes, May 2007
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- Figure 75: Interest in color/finishes, by age, May 2007
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- Figure 76: Interest in color/finishes, by presence of children in household, May 2007
Future and Forecast
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- Future trends
- Demographics
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- 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
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- Figure 78: Population, by age, 2002-12
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- 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
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- 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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