Table of Contents
Overview
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- What you need to know
- Definitions
Executive Summary
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- The issues
- Low prices are a major factor
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- Figure 1: Influencing factors when choosing a retailer, November 2016
- Younger consumers are influenced by recommendations from family/friends
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- Figure 2: Shopping behaviours (select) for major appliances, 18-44s vs over-45s, November 2016
- Shipping costs may influence choice of retailer
- The opportunities
- Consumers of different ages are influenced differently
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- Figure 3: Influencing factors when choosing a retailer, 18-44s vs over-45s, November 2016
- Women’s preferences revolve around practicality
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- Figure 4: Attitudes towards major appliances (any agree), men vs women, November 2016
- Over-45s are more likely to do their homework prior to purchase
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- Figure 5: Shopping behaviours for major appliances, 18-44s vs over-45s, November 2016
- What it means
The Market – What You Need to Know
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- Slow growth forecast for dishwashers and home laundry appliances
- Millennials and Baby Boomers will help generate sales
- New housing and home ownership rates
- Economic factors and increasing living costs will affect discretionary spending
Market Size and Forecast
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- Slow growth forecast for dishwashers and home laundry appliances
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- Figure 6: Retail market volume of dishwashers, Canada, 2011-21
- Figure 7: Retail market volume of dishwashers, Canada, 2011-21
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- Figure 8: Retail market volume of home laundry appliances, Canada, 2011-21
- Figure 9: Retail market volume of home laundry appliances, Canada, 2011-21
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- Figure 10: Retail market volume of large cooking appliances, Canada, 2011-21
- Figure 11: Retail market volume of large cooking appliances, Canada, 2011-21
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- Figure 12: Retail market volume of refrigeration appliances, Canada, 2011-21
- Figure 13: Retail market volume of refrigeration appliances, Canada, 2011-21
- Forecast methodology
Market Factors
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- Millennials and Baby Boomers will help stimulate sales
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- Figure 14: Projected trends in the age structure of the Canada population, 2014-19
- Figure 15: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
- Major appliance brands will benefit from a growing population
- New housing and home ownership rates
- Economic factors and increasing living costs will affect discretionary spending
Key Players – What You Need to Know
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- Boxing Week is a key opportunity for retailers
- Sears Days and weekend sales
- Contests and taking on the big guys
- New features are modernizing major appliances
- Smart appliances may need some more time
- Compact appliances for the urban dweller
Marketing and Advertising
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- Boxing Week deals are abundant
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- Figure 16: Sears, Boxing Week sale, acquisition e-mail, December 2016
- Figure 17: Sears, Boxing Week sale, acquisition e-mail, January 2017
- Figure 18: Costco, Boxing Week event, acquisition e-mail, December 2016
- Sears Days and weekend sales
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- Figure 19: Sears, Sears Days, acquisition e-mail, November 2016
- Figure 20: Sears, weekend sales, acquisition e-mail, January 2017
- Contest offers and competing with the big players
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- Figure 21: Trail Appliances, contest, February 2016
What’s Working?
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- New features are modernizing major appliances
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- Figure 22: Samsung home appliances, the all new Samsung FlexWash + FlexDry system, January 2017
What’s Struggling?
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- Smart appliances may need some more time
- Macro and micro conditions may dampen spending
What’s Next?
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- Smaller appliances for the urban dweller
The Consumer – What You Need to Know
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- Major appliance purchase incidence reflects generational needs
- Most made their most recent purchase to replace a broken appliance
- Low prices are most critical when choosing a retailer
- Online research and price-comparison drives shopping behaviours
- Sales are number one for consumers and most still prefer to buy in-store
Major Appliance Purchase Incidence
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- Major appliance purchase incidence reflects generational needs
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- Figure 23: Major appliance purchase incidence and future purchase plans, November 2016
- Younger consumers are more intent on purchasing appliances
- Broken or malfunctioning appliance main reasons for past purchase
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- Figure 24: Main reasons for most recent appliance purchase, November 2016
Influencing Factors when Choosing a Retailer
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- Low prices are most critical when choosing a retailer
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- Figure 25: Influencing factors when choosing a retailer, November 2016
- Consumers of different ages are influenced differently
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- Figure 26: Influencing factors when choosing a retailer, 18-44s vs over-45s, November 2016
- Shipping costs are of concern
Shopping Behaviours
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- Online research and price-comparison drives shopping behaviours
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- Figure 27: Shopping behaviours (select) for major appliances, November 2016
- Over-45s are more likely to do their homework prior to purchase
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- Figure 28: Shopping behaviours (select) for major appliances, 18-44s vs over-45s, November 2016
- Younger cohorts influenced by recommendations from family/friends
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- Figure 29: Shopping behaviours (select) for major appliances, 18-44s vs over-45s, November 2016
Attitudes towards Major Appliances
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- Sales, sales, sales
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- Figure 30: Attitudes towards major appliances (any agree), November 2016
- Performing research prior to purchase is critical for consumers
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- Figure 31: Attitudes towards major appliances (any agree), November 2016
- Women display a pragmatic attitude towards major appliances
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- Figure 32: Attitudes towards major appliances (any agree), men vs women, November 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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