Table of Contents
Issues in the Market
-
- Key themes
- Definitions
- Abbreviations
Future Opportunities
-
- Driving replacement through energy efficiency
- Engaging more with consumers
- Save time to make time (for the things that really matter)
- The appliances have feelings, too…
Market in Brief
-
- Signs of recovery in late 2009
- Relying on pent-up replacement demand
- Prices on an upward trend
- Plenty of innovation to help drive demand
- And plenty of research going on before buying
- No getting away from the sales
- Importance of brand reputation
Internal Market Environment
-
- Key points
- Ownership of white goods
-
- Figure 1: Ownership of large domestic kitchen appliances, 2005-09
- Price inflation/deflation
-
- Figure 2: Consumer Price Indices for large domestic appliances (white goods), 2008-09
- Foreign trade in white goods
-
- Figure 3: Imports and exports (and trade balance) for white goods, UK, 2005-09
- Figure 4: Major sources of imports of large domestic appliances to the UK, 2005-09
- Kitchens market a driver for sales
-
- Figure 5: UK consumer expenditure on kitchens*, 2004-09
- Replacement of old appliances
- Energy labelling
Broader Market Environment
-
- Key points
- Recession hits retail sales
-
- Figure 6: Year-on-year change in retail sales value, by category, 2007-09
- Weak housing market has big impact
-
- Figure 7: Number of UK residential property transactions*, seasonally adjusted, 2005 -09
- Growth in households good for growth
-
- Figure 8: Trends in UK households, by size, 2005-15
- Key home formation group set to grow
-
- Figure 9: Trends in the age structure of the UK population, 2005-15
-
- Figure 10: Trends in adult population, by socio-economic group, 2005-15
- Internet is a key element of the buying process
-
- Figure 11: British internet penetration at home/work/place of study or elsewhere, by demographics, 2002-09
- Interest in cooking gives a boost to appliances
-
- Figure 12: Agreement with attitudinal statements, 2005-09
Competitive Context
-
- Key points
- White goods suffer more than most household sectors
-
- Figure 13: Comparison of white goods to other household goods markets, 2005-09
- Signs of some return of consumer confidence
-
- Figure 14: Expenditure priorities, 2007-10
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- Energy and water efficiency
- Size and flexibility
- Intelligent/sensor technology
- Induction cooking and controllability
- Use of steam
- Faster cycles
- Other product features
- Styling and colours
- Dynamic demand technology
- Showcasing white goods
Market Size and Forecast
-
- Key points
- Slump in sales linked to recession and housing market
-
- Figure 15: UK retail volume and value sales of white goods, 2005-15
- Need for replacement will ensure at least some recovery
Market Segmentation
-
- Key points
- Cookers and microwaves
-
- Figure 16: UK retail value and volume sales of cookers and microwaves, 2005-15
- Fridges and freezers
-
- Figure 17: UK retail value and volume sales of fridges and fridge-freezers, 2005-15
-
- Figure 18: UK retail value and volume sales of freezers, 2005-15
- Laundry appliances and dishwashers
-
- Figure 19: UK retail value and volume sales of laundry appliances, 2005-15
-
- Figure 20: UK retail value and volume sales of dishwashers, 2005-15
Market Shares
-
- Key points
- Cooking appliances
-
- Figure 21: Estimated UK manufacturers’ shares for gas and electric cooking appliances, by volume, 2008-09
- Fridges and freezers
-
- Figure 22: Estimated UK manufacturers’ shares for fridges/fridge-freezers, by volume, 2008-09
- Figure 23: Estimated UK manufacturers’ shares for freezers, by volume, 2008-09
- Laundry appliances
-
- Figure 24: Estimated UK manufacturers’ shares for washing machines (including washer-dryers), by volume, 2008-09
- Figure 25: Estimated UK manufacturers’ shares for clothes dryers, by volume, 2008-09
- Dishwashers
-
- Figure 26: Estimated UK manufacturers’ shares for dishwashers, by volume, 2007-08
Companies and Brands
-
- Major players
- Beko Plc
-
- Figure 27: Beko plc, financial performance, 2007 and 2008
- BSH Group
-
- Figure 28: BSH Home Appliances, financial performance, 2007 and 2008
- Candy/Hoover
-
- Figure 29: Hoover Ltd, financial performance, 2007 and 2008
- Electrolux Group
-
- Figure 30: Electrolux plc, financial performance, 2007 and 2008
- Glen Dimplex Home Appliances
-
- Figure 31: Glen Dimplex Home Appliances, financial performance, 2008 and 2009
- Indesit
-
- Figure 32: Indesit UK, financial performance, 2007 and 2008
- LG Electronics
-
- Figure 33: LG Electronics UK, financial performance, 2007 and 2008
- Panasonic
-
- Figure 34: Panasonic UK, financial performance, 2008 and 2009
- Sharp Electronics
-
- Figure 35: Sharp Electronics UK, financial performance, 2007 and 2008
- Whirlpool
-
- Figure 36: Whirlpool UK, financial performance, 2007 and 2008
- Other companies
Brand Elements
-
- Key points
- Brand map
-
- Figure 37: Attitudes towards and usage of white goods brands, February 2010
- Brand qualities of white goods brands
- Hotpoint leads market, but Bosch has best image
-
- Figure 38: Personalities of various white goods brands, February 2010
- Experience of white goods brands
- Hotpoint most popular, Electrolux getting tired
-
- Figure 39: Consumer usage of various white goods brands, February 2010
- Brand consideration for white goods brands
- Bosch most considered, but value a turn-off?
-
- Figure 40: Consideration of various white goods brands, February 2010
- Brand satisfaction for white goods brands
- Premium pays
-
- Figure 41: Satisfaction with various white goods brands, February 2010
- Brand commitment to white goods brands
- Miele and Bosch have highest loyalty
-
- Figure 42: Commitment to various white goods brands, February 2010
- Brand intentions for white goods brands
- Bosch has best retention
-
- Figure 43: Future usage intentions for various white goods brands, February 2010
- Brand recommendation for white goods brands
- Miele and Bosch most recommended
-
- Figure 44: Recommendation of various white goods brands, February 2010
- Hotpoint
- What the consumer thinks
-
- Figure 45: Attitudes towards the Hotpoint brand, February 2010
- Beko
- What the consumer thinks
-
- Figure 46: Attitudes towards the Beko brand, February 2010
- Whirlpool
- What the consumer thinks
-
- Figure 47: Attitudes towards the Whirlpool brand, February 2010
- Bosch
- What the consumer thinks
-
- Figure 48: Attitudes towards the Bosch brand, February 2010
Channels to Market
-
- Key points
- Electrical chains focus on larger outlets and online
-
- Figure 49: UK retail value sales of white goods, by outlet, 2007-09
- Expanding ranges from non-specialists
Brand Communication and Promotion
-
- Key points
- Slump in advertising of white goods
-
- Figure 50: Main media above-the-line advertising expenditure on white goods, 2006-09
-
- Figure 51: Main media above-the-line advertising expenditure on white goods, by advertiser, 2006-09
- Figure 52: Main media above-the-line advertising on white goods, by media type, 2009
Consumer Purchasing Patterns
-
- Key points
- Gas the most popular choice for hobs
-
- Figure 53: Ownership and purchasing of electric and gas hob units, 2005-09
- Economic downturn hits ovens market
-
- Figure 54: Ownership and purchasing of electric and gas built-in ovens, 2005-09
- Freestanding gas cookers losing out
-
- Figure 55: Ownership and purchasing of electric and gas freestanding cookers, 2005-09
- Microwave ovens a mature market
-
- Figure 56: Ownership and purchasing of microwave ovens, 2005-09
- Fridge-freezers increasingly dominant
-
- Figure 57: Ownership and purchasing of fridges and freezers, 2005-09
- Replacement drives sales of washing machines
-
- Figure 58: Ownership and purchasing of laundry appliances, 2005-09
- Dishwashers still have more growth potential
-
- Figure 59: Ownership and purchasing of dishwashers, 2005-09
Most Important Product Features
-
- Key points
- Energy efficiency high on the agenda
-
- Figure 60: Most important product features when choosing white goods, January 2010
- Helping to save time on household chores
- Reducing noise levels
- Smart technology starting to take off
- Larger capacity to reduce number of loads
- Lower interest in other features
Buying Behaviour
-
- Key points
- Plenty of research going on before buying
-
- Figure 61: Buying behaviour when shopping for large kitchen appliances, January 2010
- Buying in-store still the preferred option
- Product reviews also part of the research
- Consumers looking for the best deal
- Service still important consideration
Attitudes and Buying Intentions
-
- Key points
- Brand reputation counts for a lot
-
- Figure 62: Attitudes and buying intentions, January 2010
- Few exclusively brand loyal for white goods
- Energy efficiency increasingly to the fore
- More than a third reject throwaway culture
- New kitchens a major trigger to buying
Target Groups
-
- Key points
-
- Figure 63: Target buying groups for white goods, January 2010
- Service Focused (14%)
- Who are they?
- Multichannel Buyers (12%)
- Who are they?
- Value Seekers (13%)
- Who are they?
- Online Researchers (13%)
- Who are they?
- Apathetic (48%)
- Who are they?
Appendix – Internal Market Environment
-
-
- Figure 64: Ownership of electric and gas cooking appliances, by demographics, 2009
- Figure 65: Ownership of microwave ovens and fridges and freezers, by demographics, 2009
-
- Figure 66: Ownership of laundry and dishwashing appliances, by demographics, 2009
-
Appendix – Broader Market Environment
-
-
- Figure 67: Agreement with attitudinal statements about the home and cooking, by demographics, 2009
- Figure 68: Agreement with attitudinal statements about gadgets and appliances, environmentally-friendly products and energy use, by demographics, 2009
-
Appendix – Consumer Purchasing Patterns
-
-
- Figure 69: Electric and gas cooking appliances bought in last 12 months, by demographics, 2009
-
- Figure 70: Microwave ovens and fridges and freezers bought in last 12 months, by demographics, 2009
-
- Figure 71: Laundry and dishwashing appliances bought in last 12 months, by demographics, 2009
-
Appendix – Most Important Product Features
-
-
- Figure 72: Product features important when choosing white goods, by demographics, January 2010
- Figure 73: Product features important when choosing white goods, by demographics, January 2010
-
- Figure 74: Product features important when choosing white goods, by demographics, January 2010
-
Appendix – Buying Behaviour
-
-
- Figure 75: Shopping behaviour and preferences when buying large kitchen appliances, by demographics, January 2010
- Figure 76: Shopping behaviour and preferences when buying large kitchen appliances, by demographics, January 2010
-
Appendix – Attitudes and Buying Intentions
-
-
- Figure 77: Attitudes and buying intentions, by demographics, January 2010
- Figure 78: Attitudes and buying intentions, by demographics, January 2010
-
Appendix – Target Groups
-
-
- Figure 79: Shopping behavior and preferences when buying large kitchen appliances, by target groups, January 2010
- Figure 80: Target groups on shopping behaviour and preferences when buying large kitchen appliances, by demographics, January 2010
-
Back to top