Table of Contents
Executive Summary
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- The issues
- Improvement in housing and overall economy boosts appliance sales
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- Figure 1: Total US sales and fan chart forecast of major household appliances, at current prices, 2010-20
- Multiple purchases increasingly the norm, opportunity for add-on sales
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- Figure 2: Type(s) of appliance purchased, November 2015
- Replacement provides sales base; other factors drive trends
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- Figure 3: Main reasons for most recent purchase, November 2015
- The opportunities
- Young adults active, omnichannel appliance shoppers
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- Figure 4: Shopping behaviors, by age, November 2015
- Younger washer/dryer shoppers drawn to innovations in practicality
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- Figure 5: Interest in washer/dryer features, by age, November 2015
- Capacity and convenience especially important in larger households
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- Figure 6: Interest in refrigerator/freezer features, by household size, November 2015
- What it means
The Market – What You Need to Know
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- Improvement in housing and overall economy boosts appliance sales
- All three segments benefit from rising market
- Replacement most common motivation among several factors
Market Size and Forecast
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- Improvement in housing and overall economy boosts appliance sales
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- Figure 7: Total US sales and fan chart forecast of major household appliances, at current prices, 2010-20
- Figure 8: Total US sales and forecast of major household appliances, at current prices, 2010-20
Market Breakdown
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- All three segments benefit from rising market
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- Figure 9: Sales of major household appliances, by segment, 2010-15
Market Factors
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- Replacement most common motivation among several factors
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- Figure 10: Main reason for most recent purchase, November 2015
- Rising consumer confidence could push appliance market higher
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- Figure 11: University of Michigan Index of Consumer Sentiment, 2010-15
- Home ownership rate slips
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- Figure 12: Homeownership rate, by age of householder, 2010-15
Key Players – What You Need to Know
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- Capacity
- Flexibility
- Smart appliances
- Smaller appliances for smaller spaces
What’s Working?
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- Capacity
- Flexibility
What’s Struggling?
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- Smart appliances
What’s Next?
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- Smaller appliances for smaller spaces
- Smart appliances getting smarter
The Consumer – What You Need to Know
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- Multiple purchases increasingly the norm, opportunity for add-on sales
- Replacement provides sales base; other factors drive trends
- Appliance purchasers take an active, omnichannel approach to shopping
- For washers and dryers, water- and energy-efficiency draws greatest interest
- Capacity and flexibility are key themes for refrigerators
- For cooking appliances, a focus on speed
Major Appliance Purchase Incidence
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- Multiple purchases increasingly the norm, opportunity for add-on sales
- Incidence of fridge/freezer purchases reflects lifestyle priorities
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- Figure 13: Type(s) of appliance purchased, November 2015
- Younger buyers purchase more appliances
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- Figure 14: Type(s) of appliance purchased, by age, November 2015
- Higher-ticket purchases include more appliances
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- Figure 15: Type(s) of appliance purchased, by amount spent on most recent purchase, November 2015
Main Reasons for Most Recent Appliance Purchase
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- Replacement provides sales base; other factors drive trends
- Window of opportunity to promote energy savings
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- Figure 16: Main reason for most recent purchase, November 2015
- Replacement less likely to be a factor in high-ticket purchases
- Appliances as lifestyle enhancements
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- Figure 17: Main reason for most recent purchase, by amount spent, November 2015
Major Appliance Shopping Behaviors
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- Appliance purchasers take an active, omnichannel approach to shopping
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- Figure 18: Shopping behaviors, November 2015
- Young adults active, mobile appliance shoppers
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- Figure 19: Shopping behaviors, by age, November 2015
Interest in Washer/Dryer Features
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- Highest water- and energy-efficiency ratings generate greatest interest
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- Figure 20: Interest in washer/dryer features, November 2015
- Younger shoppers drawn to innovations in practicality
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- Figure 21: Interest in washer/dryer features, by age, November 2015
Interest in Oven/Range Features
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- A focus on speed
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- Figure 22: Interest in oven/range features, November 2015
- Heavy spenders especially likely to prioritize capacity and speed
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- Figure 23: Interest in oven/range features, by amount spent on most recent purchase, November 2015
Interest in Refrigerator/Freezer Features
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- Capacity and flexibility are key themes for refrigerators
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- Figure 24: Interest in refrigerator/freezer features, November 2015
- Capacity and convenience especially important in larger households
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- Figure 25: Interest in refrigerator/freezer features, by household size, November 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 26: Total US sales and forecast of major household appliances, at inflation-adjusted prices, 2010-20
- Figure 27: Total US sales of washers and dryers, at current prices, 2010-15
- Figure 28: Total US sales of refrigerators, freezers, and dishwashers, at current prices, 2010-15
- Figure 29: Total US sales of ranges, ovens, cooktops, and microwaves, at current prices, 2010-15
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