Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Consumer spending on cookers and microwaves, 2006-16
- Market factors
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- Figure 2: Attitudes towards cooking and meals, 2011
- Companies, brands and innovation
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- Figure 3: Estimated manufacturer shares of cookers, by value, 2011
- The consumer
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- Figure 4: Ownership and purchasing intentions for free-standing cooking appliances, September 2011
- Figure 5: Ownership and purchasing intentions for built-in cooking appliances, September 2011
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- Figure 6: Factors considered important for next purchase of cooker or microwave, September 2011
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- Figure 7: Shopping intentions, next time you buy a cooker or microwave, September 2011
- Typologies
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- Figure 8: Customer typologies for cookers and microwaves, September 2011
- What we think
Issues in the Market
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- How much is the internet influencing shopping behaviour for cookers?
- What are the latest trends in cookers?
- Is sustainability influencing demand?
- Is the slowdown in the housing market affecting demand?
- What role do style and colour play in shaping decisions to buy?
Future Opportunities
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- Trend: Green technology
- Trend: Slow It All Down
Internal Market Environment
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- Key points
- Are we a nation of foodies?
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- Figure 9: Agreement with attitudinal statements regarding cooking, 2007-11
- Women are a hot target
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- Figure 10: Agreement with attitudinal statements, by gender, 2011
- Come dine with me
- Young and in a hurry
- Time in the kitchen
- Cooking from scratch
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- Figure 11: Cooking habits, September 2011
- A nation of cooks
- Using the microwave
- Cooking as a way of slowing down
- Healthy eating
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- Figure 12: Eating habits, September 2011
- Revamping the kitchen
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- Figure 13: Purchasing activity for kitchens, 2007-11
- Attitudes towards the home
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- Figure 14: Agreement with attitudinal statements relating to the home, 2007-11
- Environmental issues gone off the boil
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- Figure 15: Trends in agreement with the attitudinal statements, the home, 2007-11
- Energy saving recommended
- Prices are rising
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- Figure 16: Consumer Price Indices for household appliances, 2008-11
Broader Market Environment
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- Key points
- Access to broadband helps fuel online shopping explosion
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- Figure 17: Broadband penetration, 2006-11
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- Figure 18: Selected electronic products/services have at home, 2009-11
- Saving more in hard times
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- Figure 19: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
- Upwardly mobile population
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- Figure 20: Forecast adult population trends, by socio-economic group, 2006-16
- Household numbers on the rise
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- Figure 21: UK households, by size, 2006-16
- Drop in house moves
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- Figure 22: Residential property transactions, by quarter, 2006-11
Competitive Context
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- Key points
- Competitive context
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- Figure 23: Market trends for selected home products, 2006-11
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Sensor cooking takes away the guess work
- Pre-programmable cooking
- Multi-function cooking
- Steam ovens
- Helpful hobs
- Even greater adjustability for gas
- Domino hobs
- New ways of cooking
- Colour and style trends
- Separates make a style statement
- Larger capacity
- Adaptable space
- New materials
- Saving energy
Market Size and Segmentation
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- Key points
- Consumer spending on cookers and microwaves
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- Figure 24: Consumer spending on cookers and microwaves, value, 2006-16
- Figure 25: Cookers and microwaves, units purchased, 2006-16
- Consumer spending on gas and electric cookers
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- Figure 26: UK retail value and volume sales of gas and electric cookers, 2006-11
- Market segmentation
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- Figure 27: Percentage of consumers purchasing types of cooker, free-standing vs built-in, 2007-11
- Gas hobs losing ground to electric hobs
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- Figure 28: Consumer purchases of built-in hobs, units, gas and electric, 2007-11
- Electric models dominate built-in ovens
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- Figure 29: Consumer purchases of built-in ovens, units, gas and electric, 2007-11
- Consumer spending on microwave ovens
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- Figure 30: UK retail value and volume sales of microwave ovens, 2006-11
- Forecast
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- Figure 31: Consumer spending on cookers and microwaves, 2006-16
Market Shares
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- Key points
- Market shares of cookers
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- Figure 32: Estimated market shares of cookers, hobs and ovens, by value, 2011
- Market shares of microwaves
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- Figure 33: Estimated market shares of microwaves, by value, 2011
Companies and Products
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- Beko Plc
- BSH Group
- Hoover Candy
- Glen Dimplex Group
- Indesit
- Sharp
- Whirlpool
- Electrolux Group
- LG Electronics
Channels to Market
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- Key points
- Channels of distribution
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- Figure 34: Channels of distribution for major cooking appliances, 2009-11
- Electrical specialists revamp in face of stiff competition
- Competition intensifies from alternative formats
Brand Communication and Promotion
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- Key points
- Main media advertising
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- Figure 35: Main media topline advertising spend on cookers and microwaves, 2007-10
- Figure 36: Main media topline advertising spend on cookers and microwaves, 2010-11
- Beko dominates 2010
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- Figure 37: Main media advertising spend on cookers and microwaves, by top 10 advertisers, 2007-11
- Figure 38: Main media advertising spend on cookers and microwaves, by top 10 advertisers, 2010-11
- Press dominates media choice
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- Figure 39: Main media advertising spend on cookers and microwaves, by media type, 2007-10
The Consumer – Ownership of Cookers and Microwaves
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- Key points
- Marked variations in types of cooker owned
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- Figure 40: Ownership of cooking appliances, 2007-11
- Microwaves are almost universal
- Built-in cookers on the rise
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- Figure 41: Ownership of cooking appliances and microwaves, by main type, 2007-11
- Free-standing cooker ownership
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- Figure 42: Ownership of any free-standing cooker, by socio-economic group, 2011
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- Figure 43: Ownership of free-standing cookers, electric or gas, by socio-economic group, 2011
- Microwave ownership
- Ownership of cookers by detailed type
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- Figure 44: Ownership of cooking appliances and microwaves, by type, 2007-11
- Purchasing patterns
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- Figure 45: Percentage of consumers purchasing types of cooker, free-standing vs built-in, 2007-11
- Gas hobs losing ground to electric hobs
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- Figure 46: Consumer purchases of built-in hobs, units, gas and electric, 2007-11
- Electric models dominate built-in ovens
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- Figure 47: Consumer purchases of built-in ovens, units, gas and electric, 2007-11
The Consumer – Purchasing Intentions
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- Key points
- Ownership and purchasing intentions
- Free-standing gas and electric cookers
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- Figure 48: Ownership and purchasing intentions for free-standing cooking appliances, September 2011
- Purchasing intentions for built-in appliances
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- Figure 49: Ownership and purchasing intentions for built-in cooking appliances, September 2011
- Purchasing intentions for microwave ovens
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- Figure 50: Ownership and purchasing intentions for microwave ovens, September 2011
The Consumer – Factors Influencing Purchases
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- Key points
- Factors influencing choice
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- Figure 51: Factors considered important for next purchase of cooker or microwave, September 2011
- Cheaper to run
- Chore of oven cleaning
- Stylish kitchens
- Longer guarantees please
- Fast food!
- Cooking for a crowd
- Is the trend to built-in exaggerated?
- Trust the cooker to do it for you?
The Consumer – Shopping Intentions
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- Key points
- Shopping intentions
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- Figure 52: Shopping intentions, next time you buy a cooker or microwave, September 2011
- How consumers visualise their next shopping trip
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- Figure 53: How people will shop for cookers and microwaves, September 2011
- Savvy shopping
- Peer reviews more important than store staff
- Stores losing ground to online sellers
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- Figure 54: Staff and after sales service for cookers and microwaves, by age and socio-economic group, September 2011
- Younger and older want to talk about their cookers
- After-sales matters most to older customers
The Consumer – Target Groups
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- Key points
- Four main kinds of consumer
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- Figure 55: Customer typologies for cookers and microwaves, September 2011
- Stylish Cookers (23%)
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- Figure 56: Features considered important when buying next cooker or microwave, Stylish Cookers target group, September 2011
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- Figure 57: Shopping patterns for cookers, ovens and microwaves, Stylish Cookers target group, September 2011
- Efficient Sparklers (26%)
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- Figure 58: Features considered important when buying next cooker or microwave, Efficient Sparklers target group, September 2011
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- Figure 59: Shopping patterns for cookers, ovens and microwaves, Efficient Sparklers target group, September 2011
- Easy Cleaners (29%)
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- Figure 60: Features considered important when buying next cooker or microwave, Easy Cleaners target group, September 2011
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- Figure 61: Shopping patterns for cookers, ovens and microwaves, Easy Cleaners target group, September 2011
- Uninterested (23%)
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- Figure 62: Features considered important when buying next cooker or microwave, Uninterested target group, September 2011
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- Figure 63: Shopping patterns for cookers, ovens and microwaves, Uninterested target group, September 2011
Appendix – Internal Market Environment
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- Figure 64: Agreement with attitudinal statements regarding cooking, 2007-11
- Figure 65: Agreement with attitudinal statements regarding cooking, by demographics, 2011
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- Figure 66: Agreement with the attitudinal statements, by demographics, 2011
- Figure 67: Purchasing activity for kitchens, by demographics, 2011
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- Figure 68: Agreement with the attitudinal statements relating to the home, by demographics, 2011
- Figure 69: Agreement with the attitudinal statements relating to the home, by demographics, 2011
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- Figure 70: Ownership and purchasing of kitchen appliances, 2007-11
- Figure 71: Ownership of large domestic kitchen appliances, by demographics, 2011
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- Figure 72: Ownership and purchasing of any free-standing cooker (electric plus gas), by demographics, 2011
- Figure 73: Ownership and purchasing of electric free-standing cooker, by demographics, 2011
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- Figure 74: Ownership and purchasing of gas free-standing cooker, by demographics, 2011
- Figure 75: Ownership and purchasing of any hob unit (electric plus gas), by demographics, 2011
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- Figure 76: Ownership and purchasing of electric hob unit, by demographics, 2011
- Figure 77: Ownership and purchasing of gas hob unit, by demographics, 2011
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- Figure 78: Ownership and purchasing of any built-in oven (gas or electric), by demographics, 2011
- Figure 79: Ownership and purchasing of electric built-in oven, by demographics, 2011
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- Figure 80: Ownership and purchasing of gas built-in oven, by demographics, 2011
- Figure 81: Ownership and purchasing of microwave oven, by demographics, 2011
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Appendix – The Consumer – Ownership of Cookers and Microwaves
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- Figure 82: Most popular ownership of cookers, ovens and microwaves, by demographics, September 2011
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- Figure 83: Next most popular ownership of cookers, ovens and microwaves, by demographics, September 2011
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Appendix - The Consumer – Purchasing Intentions
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- Figure 84: Plans to replace cookers, ovens and microwaves, by demographics, September 2011
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- Figure 85: Ownership of cookers, ovens and microwaves, by demographics, September 2011
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Appendix – The Consumer – Factors Influencing Purchases
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- Figure 86: Most popular features considered important when next buy ovens and microwaves, by demographics, September 2011
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- Figure 87: Next most popular features considered important when next buy ovens and microwaves, by demographics, September 2011
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- Figure 88: Other features considered important when next buy ovens and microwaves, by demographics, September 2011
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- Figure 89: Repertoire of features considered important when next buy ovens and microwaves, by demographics, September 2011
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Appendix – The Consumer – Shopping Intentions
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- Figure 90: Most popular shopping patterns for cookers, ovens and microwaves, by demographics, September 2011
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- Figure 91: Next most popular shopping patterns for cookers, ovens and microwaves, by demographics, September 2011
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- Figure 92: Other shopping patterns for cookers, ovens and microwaves, by demographics, September 2011
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Appendix – The Consumer – Target Groups
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- Figure 93: Target groups, by demographics, September 2011
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