Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Need is the top driver of purchase intent
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- Figure 1: Attitudes toward major appliances, October 2019
- Smart appliance penetration is relatively low
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- Figure 2: Attitudes toward smart appliances (% agree), October 2019
- Traditional appliance stores are under pressure from other retail channels
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- Figure 3: Locations recent major appliance purchases were made, by age, October 2019
- The opportunities
- Opportunity to explore additional avenues for sustained revenues
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- Figure 4: Register appliance with manufacturer or purchase extended warranty from manufacturer (% agree), by age, October 2019
- Gen Zs are more interested in appliances that reflect their personal style
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- Figure 5: “I want my appliances to reflect my personal style” (% agree), by generation, October 2019
- Having a considered online strategy is crucial for younger consumers
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- Figure 6: In-store vs online purchase of most recent major appliance, by age, October 2019
- What it means
The Market – What You Need to Know
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- Contrary to popular belief, Canadians still cook
- Most Canadians are opting to love their home versus listing it
- Rising cost of energy supports demand for energy efficiency
Market Factors
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- Contrary to popular belief, Canadians still cook
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- Figure 7: Frequency of cooking from scratch, September 2018
- Most Canadians are opting to love their home versus listing it
- Rising cost of energy supports demand for energy efficiency
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- Figure 8: Ontario electricity rates, mid-peak price, 2006-19
Key Players – What You Need to Know
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- Appliances continue to become ‘smarter’
- As homes and cities get smarter, the threat of surveillance increases
- Can appliances learn something from Netflix?
What We’re Seeing?
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- Appliances continue to become ‘smarter’
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- Figure 9: Family Hub Refrigerator: The next generation of Family Hub, April 19, 2018
Challenges
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- As homes and cities get smarter, the threat of surveillance increases
- Obsolescence represents a hurdle for smart appliance adoption
What to Watch
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- Some major appliances may become less ‘major’
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- Figure 10: Introducing the new June Over (2nd Generation), August 21, 2018
- Design options continue to evolve
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- Figure 11: Smeg Canada Instagram Post, October 2019
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- Figure 12: Twin Cooling Plus refrigerator: how it works – FlexZone | Samsung, October 27, 2017
- Can appliances learn something from Netflix?
The Consumer – What You Need to Know
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- Just over a third of Canadians plan to purchase an appliance in the next year
- Appliances used in meal preparation are used more often
- Furniture stores under pressure from other formats
- Necessity drives purchase intent
- Penetration of smart appliances is low and perceptions are divided
- Function trumps fashion when it comes to appliances
Ownership and Purchase Intent
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- Just over a third of Canadians plan to purchase an appliance in the next year
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- Figure 13: Appliances Canadians plan to purchase or replace in the next year, October 2019
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- Figure 14: Appliances currently owned, October 2019
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- Figure 15: Appliances currently owned, by age, October 2019
- Younger consumers are central to sales growth
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- Figure 16: Plan on purchasing appliance(s), by age, October 2019
- Figure 17: Plan on purchasing appliance(s), by type and by age, October 2019
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- Figure 18: Plan on purchasing appliance(s), by type and by parental status, October 2019
Appliance Usage
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- Appliances used in meal preparation are used more often
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- Figure 19: Usage frequency by appliance type, October 2019
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- Figure 20: Daily usage of select major kitchen appliances, by age, October 2019
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- Figure 21: Frequency of dishwasher use, Chinese Canadians vs consumers overall, October 2019
- Parents are particularly reliant on ‘cleaning’ appliances
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- Figure 22: Daily use of appliances, parents vs non-parents, October 2019
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- Figure 23: Daily use of cleaning appliances, by number of children in household, October 2019
Purchase Locations
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- Furniture stores under pressure from other formats
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- Figure 24: Locations recent major appliance purchases were made, October 2019
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- Figure 25: Locations recent major appliance purchases were made, by age, October 2019
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- Figure 26: Another Astounding Find From Leon’s, August 26, 2019
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- Figure 27: Locations recent major appliance purchases were made, by region, October 2019
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- Figure 28: Locations recent major appliance purchases were made, Chinese Canadians vs overall, October 2019
- Having an online presence is important to winning over younger consumers
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- Figure 29: In-store vs online purchase of most recent major appliance, October 2019
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- Figure 30: In-store vs online purchase of most recent major appliance, by age, October 2019
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- Figure 31: In-store vs online purchase of most recent major appliance, parents vs non-parents, October 2019
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- Figure 32: In-store vs online purchase of most recent major appliance, Chinese Canadians vs overall, October 2019
Attitudes toward Appliances
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- Necessity drives purchase intent
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- Figure 33: Attitudes toward major appliances, October 2019
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- Figure 34: “I would only buy new appliances when mine break” (% agree), by age, October 2019
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- Figure 35: “I would only buy new appliances when mine break” (% agree), by parental status, October 2019
- Few consumers of any age are brand loyal
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- Figure 36: Select statements about appliances, by age (% agree), October 2019
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- Figure 37: Select statements about appliances (% agree), by age, October 2019
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- Figure 38: Warranty purchase among parents of young children (% agree), October 2019
Smart Appliances
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- Penetration is low and perceptions are divided
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- Figure 39: Attitudes toward smart appliances (% agree), October 2019
- Age divide apparent when considering smart appliances
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- Figure 40: Attitudes toward smart appliances (% agree), by age, October 2019
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- Figure 41: Attitudes toward smart appliances (% agree), parents/guardians of children five and under vs overall, October 2019
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- Figure 42: Attitudes toward smart appliances (% agree), 18-34 year olds with incomes under and over $70K, October 2019
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- Figure 43: Attitudes toward smart appliances (% agree), urban vs suburban vs rural, October 2019
- Figure 44: Attitudes toward smart appliances (% agree), rent vs own home, October 2019
Appliance Design
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- Function trumps fashion when it comes to appliances
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- Figure 45: Attitudes toward appliances and design (% agree), October 2019
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- Figure 46: Attitudes toward appliances and design (% agree), by age, October 2019
- Gen Zs’ sense of individualism extends to their appliances
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- Figure 47: “I want my appliances to reflect my personal style” (% agree), by generation, October 2019
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- Figure 48: “I want my appliances to reflect my personal style” and “high-end appliances offer better designs” (% agree), students vs non-students, October 2019
- Moms are more likely to consider both function and fashion
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- Figure 49: “I want my appliances to reflect my personal style” (% agree) mothers vs fathers, October 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
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