Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
- The future
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- Figure 1: Forecast consumer spending on ovens and microwaves, 2007-17
- Market factors
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- Figure 2: Purchasing a kitchen, by length of time in present home, 2012
- Companies, brands and innovation
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- Figure 3: Estimated manufacturer shares of the UK cooker market, 2012
- Figure 4: Estimated manufacturer shares of the UK microwave market, 2012
- The consumer
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- Figure 5: Percentage of consumers purchasing types of cooker, free-standing vs built-in, 2008-12
- Replacement vs first-time buying
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- Figure 6: Recent purchase of cooking appliances, by replacement of first-time purchase, 2008-12
- 25-34 the key replacement age
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- Figure 7: Appliances likely to replace in the next 12 months, by age, September 2012
- What consumers want
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- Figure 8: Features considered important when buying a cooker or microwave, 2012
- How consumers shop
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- Figure 9: How consumers shop for cookers or microwaves, September 2012
- Completely virtual
- The showroomers
- Shopping behaviour
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- Figure 10: Activities likely to do prior to purchasing a cooker or microwave, September 2012
- Value – not cheap
- What we think
Issues in the Market
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- Is the internet driving sales or driving down values?
- Can multichannel retailing withstand the threat from pureplayers?
- Are environmental credentials still relevant to today’s budget-focussed consumer?
- What impact is the stagnation in the housing market having on sales of ovens?
- Are consumers willing to trade up to new technology in cooking?
Trend Application
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- Who Needs Humans?
- Completely virtual
- Why Buy?
- 2015 Access Anything Anywhere
Internal Market Environment
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- Key points
- Going down – a decline in values related to trading up in food
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- Figure 11: Agreement with attitudinal statements regarding cooking, 2008-12
- Time in present home
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- Figure 12: Purchasing a kitchen, by length of time in present home, 2012
- Domestic outlook
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- Figure 13: Agreement with attitudinal statements relating to the home, 2008-12
- Environmental impact
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- Figure 14: Agreement with the attitudinal statement ‘prepared to pay more for environmentally products’, 2008-12
- Energy ratings
- The Energy Saving Trust
- Price pressure
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- Figure 15: Consumer Price Indices for household appliances, 2008-12
Broader Market Environment
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- Key points
- Online on-trend
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- Figure 16: Trends in broadband penetration, 2007-12
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- Figure 17: Selected electronic products/services have at home, July 2009-January 2012
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- Figure 18: Shopping patterns for products bought for the home, November 2011
- Figure 19: Attitudes towards shopping online for the home, November 2011
- Age profile of the population
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- Figure 20: Trends in the age structure of the UK population, 2007-17
- Growth at the top, grinding to a halt
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- Figure 21: Forecast adult population trends, by socio-economic group, 2007-17
- All eyes on the property market
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- Figure 22: Number of residential UK property transactions with a value of £40,000 or above - seasonally adjusted, Q1 2006 – Q1 2012
- Saving more in hard times
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- Figure 23: GDP, PDI, consumer expenditure and savings, at current prices, 2007-17
- Figure 24: GDP quarterly percentage change, Q1 2007-Q2 2012
- Household incomes squeezed
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- Figure 25: Trends in inflation and average weekly earnings, 2008-12
- Three million more homes in a decade
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- Figure 26: UK households, by size, 2007-17
Competitive Context
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- Key points
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- Figure 27: Consumer expenditure on selected household products, 2007-11
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Reshaping old concepts
- Smart technology
- Get with the programme
- Colour and style trends
- Going pro
- Green/ethical developments, energy saving developments
- Size matters
Market Size and Segmentation
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- Key points
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- Figure 28: Consumer spending on ovens and microwaves, 2007-17
- Figure 29: Consumer spending on ovens and microwaves, 2007-17
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- Figure 30: Units purchased – ovens and microwaves, 2007-17
- Segment performance
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- Figure 31: Consumer spending – gas and electric cookers, 2007-17
- Figure 32: Unit sales of gas and electric cookers, 2007-17
- Free-standing proving to be the long-standing favourite
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- Figure 33: Percentage of consumers purchasing types of cooker, free-standing vs built-in, 2008-12
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- Figure 34: Price change average money spent on ovens and hobs, 2008-12
- Hob sales feeling the burn
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- Figure 35: Consumer purchases of built-in hobs, units, gas and electric, 2008-12
- Sales of microwaves
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- Figure 36: Consumer spending on microwaves, 2007-17
- Figure 37: Unit sales of microwaves, 2007-17
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- Figure 38: Consumers’ average spend on microwaves, 2008-12
- The future
- On cookers
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- Figure 39: Forecast Consumer spending on cookers and ovens, 2007-17
- On microwaves
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- Figure 40: Consumer spending on microwaves, 2007-17
Market Share
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- Key points
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- Figure 41: Estimated manufacturer shares of the UK cooker market, 2012
- Microwave brand shares
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- Figure 42: Estimated manufacturer shares of the UK microwave market, 2012
Companies and Products
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- Beko Plc
- Background
- Strategy and performance
- Product range and innovation
- Advertising and marketing activity
- BSH Group
- Background
- Strategy and performance
- Product range and innovation
- Advertising and marketing activity
- Hoover-Candy
- Background
- Strategy and performance
- Product range and innovation
- Advertising and marketing activity
- Electrolux Group
- Background
- Strategy and performance
- Product range and innovation
- AEG-Electrolux (AEG):
- Advertising and marketing activity
- Glen Dimplex Home Appliances
- Background
- Strategy and performance
- Product range and innovation
- Advertising and marketing activity
- Indesit/Hotpoint
- Background
- Strategy and performance
- Product range and innovation
- Advertising and marketing activity
- LG Electronics
- Background
- Strategy and performance
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- Figure 43: Financial performance of LG Electronics UK Limited, 2010 and 2011
- Product range and innovation
- Advertising and marketing activity
- Panasonic
- Background
- Strategy and performance
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- Figure 44: Financial performance of Panasonic UK Limited, 2010 and 2011
- Product range and innovation
- Advertising and marketing activity
- Sharp
- Background
- Strategy and performance
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- Figure 45: Financial performance of Sharp Electronics UK Limited, 2010 and 2011
- Product range and innovation
- Advertising and marketing activity
- Whirlpool
- Background
- Strategy and performance
- Product range and innovation
- Advertising and marketing activity
Channels to Market
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- Key points
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- Figure 46: Channels of distribution for major cooking appliances, not including microwaves, 2010-12
- Online drives volume but is undermining value
- Evolution in the digital era
- Currys well positioned
- Argos flounders
- John Lewis goes from strength to strength
Brand Communication and Promotion
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- Key points
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- Figure 47: Main media topline advertising spend on cookers and microwaves**, 2008-12
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- Figure 48: Main media advertising spend on cookers and microwaves, by top 10 advertisers, 2008-12
- Manufacturers opt for a more targeted approach
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- Figure 49: Main media advertising spend on cookers and microwaves, by media type, 2008-12
- Pressing on
- Promotional/marketing campaigns
The Consumer – Ownership and Purchasing Patterns
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- Key points
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- Figure 50: Ownership of cooking appliances, 2007-12
- Free-standing largely for youths, the less affluent and renters
- The gap in ownership levels is narrowing
- Built-in relies on settled status
- Still room to grow
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- Figure 51: Average price paid on ovens and microwaves, 2007-12
- Gas versus electric
- Gas hob versus electric hob
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- Figure 52: Ownership of gas and electric hobs, by age, socio-economic group and tenure, 2012
- Gas built-in versus electric built-in
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- Figure 53: Ownership of gas and electric built-in ovens by age, socio-economic group and tenure, 2012
- Gas free-standing versus electric free-standing
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- Figure 54: Ownership of gas and electric freestanding ovens, by age, socio-economic group and tenure, 2012
- Replacement versus first-time buying
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- Figure 55: Recent purchase of cooking appliances, by replacement of first-time purchase, 2007-12
The Consumer – Purchasing Intentions
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- Key points
- Ownership and purchasing intentions
- Purchasing dynamics
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- Figure 56: Ownership and consideration of buying or replacing cookers and microwaves, September 2012
- Breaking the silos
- 25-34 the key replacement age
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- Figure 57: Appliances likely to replace in the next 12 months, by age, September 2012
- Urban living promotes replacement
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- Figure 58: Appliances likely to replace in the next 12 months, by socio-economic group, September 2012
- Appliance interplay
- Electric friends
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- Figure 59: Ownership of cooker, oven or microwave, by appliances likely to replace in the next 12 months, September 2012
The Consumer – Factors Influencing Purchases
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- Key points
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- Figure 60: Features considered important when buying a cooker or microwave, 2011 and 2012
- Financially mean, not environmentally green
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- Figure 61: Consumers who look for energy efficiency when buying a cooker or microwave, by age, September 2012
- Self-cleaning on the wane
- Co-ordinating is so over?
- The design contingent
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- Figure 62: Consumers who look for stylish design or a product which matches their kitchen when buying a cooker or microwave, by age, September 2012
- The lifetime relationship
- Feature profiling
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- Figure 63: Consumers who look for selected features when buying a cooker or microwave, by age and gender September 2012
- Low incomes and large capacities
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- Figure 64: Consumers who look for selected features when buying a cooker or microwave, by socio-economic group and tenure, September 2012
- The relationship between ownership and expectations
- Targeting potential buyers in 2012/13
The Consumer – How Consumers Shop
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- Key points
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- Figure 65: How consumers shop for cookers or microwaves, September 2012
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- Figure 66: Consumers who browse online for cookers or microwaves, but buy them in-store, September 2012
- Completely virtual
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- Figure 67: Consumers who browse online for cookers or microwaves, and buy them online, September 2012
- The showroomers
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- Figure 68: Consumers who browse in-store for cookers or microwaves, and buy them online, September 2012
- Keeping it real
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- Figure 69: Consumers who browse in -store for cookers or microwaves, and buy in-store, September 2012
- Features influence shopping
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- Figure 70: Features considered important when buying a cooker or microwave, by how consumers shop for cookers or microwaves, September 2012
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- Figure 71: Ownership of cooker, oven or microwave, by how consumers shop for cookers or microwaves, September 2012
The Consumer – Purchase Behaviour
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- Key points
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- Figure 72: Activities likely to do prior to purchasing a cooker or microwave, September 2012
- Money off
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- Figure 73: Activities likely to do prior to purchasing a cooker or microwave, by socio-economic group, September 2012
- Value – not cheap
- Proving their worth
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- Figure 74: Activities likely to do prior to purchasing a cooker or microwave, by gender, age, socio-economic group, and tenure, September 2012
- Warranties and after-care
- Shopping habits
- Online research and in-store purchasing
- Browse and buy online
- Browse and buy in-store
- Showroomers
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- Figure 75: How consumers shop for cookers or microwaves, by most popular activities likely to do prior to purchasing a cooker or microwave, September 2012
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- Figure 76: How consumers shop for cookers or microwaves, by next most popular activities likely to do prior to purchasing a cooker or microwave, September 2012
- Features and ownership and their impact on purchase behaviour
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- Figure 77: Features considered important when buying a cooker or microwave, by most popular activities likely to do prior to purchasing a cooker or microwave, September 2012
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- Figure 78: Features considered important when buying a cooker or microwave, by next most popular activities likely to do prior to purchasing a cooker or microwave, September 2012
The Consumer – Target Groups
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- Key points
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- Figure 79: Target group, September 2012
- Service supporters – 20%
- Web directed – 18%
- Maximisers – 18%
- The bottom line – 44%
Appendix – Internal Market Environment
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- Figure 80: Agreement with attitudinal statements regarding cooking, by demographics, 2012
- Figure 81: Agreement with attitudinal statements regarding cooking, by demographics, 2012
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- Figure 82: Agreement with attitudinal statements relating to the home, by demographics, 2012
- Figure 83: Agreement with the attitudinal statements, the home, by demographics, 2012
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Appendix – The Consumer - Ownership and Purchasing Patterns
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- Figure 84: Ownership of cooking appliances, by demographics, 2012
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- Figure 85: Ownership of cooking appliances, by demographics, 2012
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- Figure 86: Ownership and purchasing of any free-standing cooker, by demographics, 2012
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- Figure 87: Ownership and purchasing of any built-in oven, by demographics, 2012
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- Figure 88: Ownership and purchasing of microwave oven, by demographics, 2012
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- Figure 89: Ownership and purchasing of electric hob unit, by demographics, 2012
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- Figure 90: Ownership and purchasing of electric built-in oven, by demographics, 2012
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- Figure 91: Ownership and purchasing of electric cooker (free-standing), by demographics, 2012
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- Figure 92: Ownership and purchasing of gas hob unit, by demographics, 2012
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- Figure 93: Ownership and purchasing of gas built-in oven and gas cooker (free-standing), by demographics, 2012
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Appendix – The Consumer – Purchasing Intentions
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- Figure 94: Most popular ownership of cooker, oven or microwave, September 2012
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- Figure 95: Next most popular ownership of cooker, oven or microwave, September 2012
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- Figure 96: Appliances likely to replace in the next 12 months, September 2012
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- Figure 97: Most popular appliances considering buying in the next 12 months, September 2012
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- Figure 98: Next most popular appliances considering buying in the next 12 months, September 2012
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Appendix – The Consumer – Factors Influencing Purchases
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- Figure 99: Most popular features considered important when buying a cooker or microwave, September 2012
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- Figure 100: Next most popular features considered important when buying a cooker or microwave, September 2012
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- Figure 101: Other features considered important when buying a cooker or microwave, September 2012
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- Figure 102: Ownership of cooker, oven or microwave, by most popular features considered important when buying a cooker or microwave, September 2012
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- Figure 103: Ownership of cooker, oven or microwave, by next most popular features considered important when buying a cooker or microwave, September 2012
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- Figure 104: Ownership of cooker, oven or microwave, by other features considered important when buying a cooker or microwave, September 2012
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- Figure 105: Appliances considering buying in the next 12 months, by most popular features considered important when buying a cooker or microwave, September 2012
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- Figure 106: Appliances considering buying in the next 12 months, by next most popular features considered important when buying a cooker or microwave, September 2012
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- Figure 107: Appliances considering buying in the next 12 months, by other features considered important when buying a cooker or microwave, September 2012
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Appendix – The Consumer – How Consumers Shop
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- Figure 108: How consumers shop for cookers or microwaves, September 2012
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Appendix – The Consumer – Purchase Behaviour
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- Figure 109: Most popular activities likely to do prior to purchasing a cooker or microwave, September 2012
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- Figure 110: Next most popular activities likely to do prior to purchasing a cooker or microwave, September 2012
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Appendix – The Consumer - Target Groups
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- Figure 111: Target groups, by demographics, September 2012
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