Why is branding important to the white goods market?

Is consumer expenditure on white goods dependent on a buoyant housing market?

Are consumers interested in the performance and energy efficiency labelling of white goods?

This report focuses on the market for large domestic appliances, otherwise known as white goods, and examines sales performance, the changing structure of the retail industry, and market drivers, in addition to the individual performances of leading retailers. Mintel last reported on the white goods market in 1999, shortly after the MMC recommendation for the abolition of the display of manufacturers' RRPs in the retailing of electrical goods. The hypothesis to be tested by this report is:

"The removal of RRPs has resulted in a marketplace governed mostly by price, in which independent retailers are increasingly unable to compete against the buying power of the multiples."

The report also investigates consumer buying behaviour relating to white goods, and whether there is a sufficient degree of trading up to counter the effects of deflationary prices.

Other Mintel reports of relevance include:

- Special Report, Retail Review, 2001

- Gas and Electric Cookers, Market Intelligence, October 2001

- Fridges and Freezers, Market Intelligence, September 2001.