Refrigerators, Freezers, and Dishwashers - US - March 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Category gains ground on improvement in housing and economy
Figure 1: Total US retail sales and fan chart forecast of refrigerators, freezers, and dishwashers, at current prices, 2008-18
Segments
Figure 2: Sales of refrigerators, freezers, and dishwashers, segmented by type, 2011 and 2013
The consumer
Ownership of refrigerators nearly universal
Figure 3: Refrigerator, freezer, and dishwasher ownership, 2008-13
Replacement most common reason for refrigerators, dishwashers
Figure 4: Reasons for most recent purchase of a refrigerator, freezer, or dishwasher, January 2014
Recent purchases likely to have started with online research
Figure 5: Refrigerator/Freezer/Dishwasher shopping behaviors for most recent purchase of any appliance, by date of most recent purchase, January 2014
Interest in energy efficiency, reliability consistent across appliances
Figure 6: Attribute importance in purchase of a refrigerator, freezer, or dishwasher, January 2014
Added fridge/freezer features are especially appealing to recent purchasers
Figure 7: Interest in refrigerator/freezer special features, by date of most recent refrigerator purchase, January 2014
Recent dishwasher purchasers most interested in quick-wash capability
Figure 8: Interest in dishwasher special features, by date of most recent dishwashing purchase, January 2014
What we think
ISSUES AND INSIGHTS
Taking ownership of reliability
The issues
The implications
The next generation of appliance owners
The issues
The implications
Increasing refrigerator sales one room at a time
The issues
The implications
TREND APPLICATION
Trend: Green and Lean
Trend: Hungry Planet
Trend: Suite Life
MARKET SIZE AND FORECAST
Key points
Category gains ground on improvement in housing and economy
Sales and forecast of refrigerators, freezers, and dishwashers
Figure 9: Total US retail sales and forecast of refrigerators, freezers, and dishwashers, at current prices, 2008-18
Figure 10: Total US retail sales and forecast of refrigerators, freezers, and dishwashers, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 11: Total US retail sales and fan chart forecast of refrigerators, freezers, and dishwashers, at current prices, 2008-18
MARKET DRIVERS
Replacement cycle, economic factors drive sales trends
Figure 12: Top reasons for purchasing large kitchen appliances, January 2014
Industry competitors see key drivers improving
Housing market builds momentum in 2013
Figure 13: New and existing home sales, 2009-13
Remodeling trends higher, creating more opportunities for appliance sales
Figure 14: BuildFax Remodeling Index, 2008-13
Halting improvement in consumer confidence helps market
Figure 15: Thomson Reuters/University of Michigan index of consumer sentiment, 2009-14
Homeownership rate declines, especially among younger adults
Figure 16: Fourth quarter homeownership rate, by age of householder, 2008-13
More households, but households getting smaller
Figure 17: Households, by presence of own children, 2003-13
Figure 18: Household size, 2003-13
SEGMENT PERFORMANCE
Key points
Sales of dishwashers outpace refrigerators and freezers in past two years
Sales of refrigerators, freezers, and dishwashers, by segment
Figure 19: Sales of refrigerators, freezers, and dishwashers, segmented by type, 2011 and 2013
Refrigerators and freezers
Figure 20: Total US retail sales and forecast of refrigerators, freezers and dishwashers, by segment, at current prices, 2008-18
LEADING COMPANIES
Whirlpool
General Electric
Electrolux
Samsung
LG
Haier
INNOVATIONS AND INNOVATORS
Connectivity – “smart appliances”
LG HomeChat
Samsung refrigerator with apps
Whirlpool 6th Sense Live appliances
Added features
Samsung Soda Fridge dispenses sparkling water
Whirlpool PowerScour
Samsung WaterWall dishwasher
Bosch offers “quietest dishwasher in North America”
MARKETING STRATEGIES
The new Maytag Man an effort to personify dependability
Figure 21: Maytag “Meet the Maytag Man” television ad, 2014
Kitchenaid “So Much More” campaign targets serious cooks
Figure 22: Kitchenaid “So Much More” television ad, 2013
GE “Reimagining Home” campaign underscores consumer input
Figure 23: GE “Reimaging The Kitchen” television ad, 2013
SOCIAL MEDIA
Key points
Key social media metrics
Figure 24: Key performance indicators, February 10, 2013-February 9, 2014
Market overview
Brand usage and awareness
Figure 25: Brand usage and awareness of refrigerators, freezers and dishwasher brands, January 2014
Interaction with brands
Figure 26: Interaction with refrigerators, freezers and dishwasher brands, January 2014
Online conversations
Figure 27: Online mentions, selected refrigerator, freezer and dishwasher brands, February 10, 2013-February 9, 2014
Where are people talking about refrigerator, freezer, and dishwasher brands?
Figure 28: Mentions, by page type, selected refrigerator, freezer, and dishwasher brands, February 10, 2013-February 9, 2014
What are people talking about online?
Figure 29: Mentions, by topic of conversation, selected refrigerator, freezer, and dishwasher brands, February 10, 2013-February 9, 2014
 BRAND ANALYSIS
Samsung
Figure 30: Samsung key social media indicators, February 2014
Key online campaigns
What we think
GE
Figure 31: GE key social media indicators, February 2014
Key online campaigns
What we think
Whirlpool
Figure 32: Whirlpool key social media indicators, February 2014
Key online campaigns
What we think
LG
Figure 33: LG key social media indicators, February 2014
Key online campaigns
What we think
Sub-Zero
Figure 34: Sub-Zero key social media indicators, February 2014
Key online campaigns
What we think
Electrolux
Figure 35: Electrolux key social media indicators, February 2014
Key online campaigns
What we think
OWNERSHIP AND ACQUISITION
Key points
Ownership of refrigerators nearly universal
Figure 36: Refrigerator, freezer, and dishwasher ownership, 2008-13
Figure 37: Refrigerator, freezer, and dishwasher ownership, by ownership status of home, 2008-13
Higher-income households own wider variety of appliances
Figure 38: Types of refrigerators, freezers, and dishwashers owned, by household income, January 2014
Specialized fridges more likely to be recent purchases
Figure 39: Recency of refrigerator, freezer, and dishwasher acquisition, January 2014
REASONS FOR MOST RECENT PURCHASE
Key points
Replacement most common reason for refrigerators, dishwashers
Figure 40: Reasons for most recent purchase of a refrigerator, freezer, or dishwasher, January 2014
Refrigerator purchase decision process growing more complex
Figure 41: Reasons for most recent purchase of a refrigerator, by date of most recent refrigerator purchase, January 2014
Higher-income buyers more likely to be motivated by remodeling and décor
Figure 42: Reasons for most recent purchase of a refrigerator, by household income, January 2014
Freezer purchases driven by practicality
Figure 43: Reasons for most recent purchase of a freezer, by date of most recent freezer purchase, January 2014
Recent dishwasher purchases motivated by replacement, remodeling
Figure 44: Reasons for most recent purchase of a dishwasher, by date of most recent dishwasher purchase, January 2014
SHOPPING BEHAVIORS
Key points
Recent purchases likely to have started with online research
Home centers gain momentum
Figure 45: Refrigerator/Freezer/Dishwasher shopping behaviors for most recent purchase of any appliance, by date of most recent purchase, January 2014
Higher-income buyers more likely to do research, shop in specialty stores
Figure 46: Refrigerator/Freezer/Dishwasher shopping behaviors for most recent purchase of any appliance, by household income, January 2014
USAGE BEHAVIORS AND MEAL PREP HABITS
Key points
Refrigerators still play a central role in many households
Young adults interested in secondary fridges
Figure 47: Refrigerator/Freezer/Dishwasher usage behaviors and meal prep habits, by gender and age, January 2014
Higher-income consumers more likely to want refrigerators that blend in
Figure 48: Refrigerator/Freezer/Dishwasher usage behaviors and meal prep habits, by household income, January 2014
Larger households interested in secondary fridges and extra features
Figure 49: Refrigerator/Freezer/Dishwasher usage behaviors and meal prep habits, by household size, January 2014
ATTRIBUTE IMPORTANCE
Key points
Interest in energy efficiency consistent across appliances
Reliability and durability are also common denominators
Figure 50: Attribute importance in purchase of a refrigerator, freezer, or dishwasher, January 2014
Style growing more important in refrigerator purchases
Figure 51: Attribute importance in purchase of a refrigerator, by date of most recent refrigerator purchase, January 2014
Capacity, efficiency, and reliability are top priorities in freezer purchases
Figure 52: Attribute importance in purchase of a freezer, by date of most recent standalone freezer purchase, January 2014
Recent dishwasher purchasers more likely to look for style
Figure 53: Attribute importance in purchase of a dishwasher, by date of most recent dishwasher purchase, January 2014
INTEREST IN SPECIAL FEATURES
Key points
Added fridge/freezer features are especially appealing to recent purchasers
Figure 54: Interest in refrigerator/freezer special features, by date of most recent refrigerator purchase, January 2014
Recent dishwasher purchasers most interested in quick-wash capability
Figure 55: Interest in dishwasher special features, by date of most recent dishwasher purchase, January 2014
RACE AND HISPANIC ORIGIN
Black, Hispanic consumers less likely to own dishwashers
Figure 56: Refrigerator, freezer, and dishwasher ownership, by race and Hispanic origin, 2008-13
Reasons for refrigerator purchase consistent across groups
Figure 57: Reasons for most recent purchase of a refrigerator, by race/Hispanic origin, January 2014
Refrigerator and dishwasher attribute importance similar across groups
Figure 58: Attribute importance in purchase of a refrigerator, by race/Hispanic origin, January 2014
Figure 59: Attribute importance in purchase of a dishwasher, by race/Hispanic origin, January 2014
Refrigerator added features of appeal to Black, Hispanic consumers
Figure 60: Interest in refrigerator/freezer special features, by race/Hispanic origin, January 2014
CUSTOM CONSUMER GROUPS
Past-five-year brand purchase
Whirlpool and GE owners more likely to make replacement purchases
Figure 61: Reasons for most recent purchase of a refrigerator, by brands purchased in past five years, January 2014
LG, Samsung purchasers more likely to shop online, use mobile devices
Figure 62: Refrigerator/Freezer/Dishwasher shopping behaviors for most recent purchase of any appliance, by brands purchased in past five years, January 2014
LG and Samsung purchasers more interested in secondary fridges
Figure 63: Refrigerator/Freezer/Dishwasher usage behaviors and meal prep habits, by brands purchased in past five years, January 2014
Whirlpool and General Electric purchasers more brand-conscious
Figure 64: Attribute importance in purchase of a refrigerator, by brands purchased in past five years, January 2014
LG and Samsung buyers more interested in some special features
Figure 65: Interest in refrigerator/freezer special features, by household income, January 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Ownership and acquisition
Figure 66: Refrigerator, freezer, and dishwasher ownership, by gender and age, January 2014
Figure 67: Refrigerator, freezer, and dishwasher ownership, by household size, January 2014
Reasons for acquisition
Figure 68: Reasons for most recent purchase of a refrigerator, by gender and age, January 2014
Figure 69: Reasons for most recent purchase of a refrigerator, by household income, January 2014
Figure 70: Reasons for most recent purchase of a refrigerator, by household size, January 2014
Figure 71: Reasons for most recent purchase of a dishwasher, by household size, January 2014
Shopping behaviors
Figure 72: Refrigerator/Freezer/Dishwasher shopping behaviors for most recent purchase of any appliance, by gender and age, January 2014
Figure 73: Refrigerator/Freezer/Dishwasher shopping behaviors for most recent purchase of any appliance, by household size, January 2014
Attribute importance
Figure 74: Attribute importance in purchase of a refrigerator, by gender and age, January 2014
Figure 75: Attribute importance in purchase of a refrigerator, by household income, January 2014
Figure 76: Attribute importance in purchase of a refrigerator, by household size, January 2014
Figure 77: Attribute importance in purchase of a freezer, by gender and age, January 2014
Figure 78: Attribute importance in purchase of a freezer, by household income, January 2014
Figure 79: Attribute importance in purchase of a freezer, by household size, January 2014
Figure 80: Attribute importance in purchase of a dishwasher, by gender and age, January 2014
Figure 81: Attribute importance in purchase of a dishwasher, by household income, January 2014
Figure 82: Attribute importance in purchase of a dishwasher, by household size, January 2014
Interest in special features
Figure 83: Interest in refrigerator/freezer special features, by gender and age, January 2014
Figure 84: Interest in refrigerator/freezer special features, by household income, January 2014
Figure 85: Interest in refrigerator/freezer special features, by household size, January 2014
Figure 86: Interest in dishwasher special features, by gender and age, January 2014
Figure 87: Interest in dishwasher special features, by household income, January 2014
Figure 88: Interest in dishwasher special features, by household size, January 2014
APPENDIX – SOCIAL MEDIA
Online conversations
Figure 89: Online mentions, selected refrigerator, freezer and dishwasher brands, February 10, 2013-February 9, 2014
Brand usage or awareness
Figure 90: Brand usage or awareness, January 2014
Figure 91: Whirlpool usage or awareness, by demographics, January 2014
Figure 92: General Electric usage or awareness, by demographics, January 2014
Figure 93: Electrolux usage or awareness, by demographics, January 2014
Figure 94: LG usage or awareness, by demographics, January 2014
Figure 95: Samsung usage or awareness, by demographics, January 2014
Figure 96: Sub-Zero usage or awareness, by demographics, January 2014
Activities done
Figure 97: Activities done, January 2014
Figure 98: Whirlpool – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 99: Whirlpool – Activities done – I have contacted/interacted with the brand online on social media, by demographics, January 2014
Figure 100: Whirlpool – Activities done – I follow/like the brand on social media because, by demographics, January 2014
Figure 101: Whirlpool – Activities done – I have researched the brand on social media to, by demographics, January 2014
Figure 102: General Electric – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 103: General Electric – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, January 2014
Figure 104: General Electric – Activities done – I follow/like the brand on social media because, by demographics, January 2014
Figure 105: General Electric – Activities done – I have researched the brand on social media to, by demographics, January 2014
Figure 106: LG – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 107: LG – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, January 2014
Figure 108: LG – Activities done – I follow/like the brand on social media because, by demographics, January 2014
Figure 109: LG – Activities done – I have researched the brand on social media to, by demographics, January 2014
Figure 110: Samsung – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 111: Samsung – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, January 2014
Figure 112: Samsung – Activities done – I have researched the brand on social media to, by demographics, January 2014
APPENDIX – TRADE ASSOCIATION