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Fridges and Freezers - UK - April 2016

“Innovation has touched almost every aspect of design in the market for refrigeration, inspiring consumers to trade up for better style, functionality and different formats. Today fridges and freezers come in a range of colours, have a variety of storage solutions, are more energy-efficient, keep food fresher for longer and can even be a status symbol – something to impress visitors. And now the market is poised for a revolution in connectivity as smart fridges are becoming available at prices people can afford. We will see fridges that prompt households when food needs to be used up, suggest recipes for a range of meals and occasions and generate shopping lists.”
– Jane Westgarth, Senior Market Analyst

This report discusses the following key topics:

  • Are today’s consumers ready for the ‘smart fridge’?
  • Technology that keeps food fresher for longer tops the wish list
  • Will online shopping for fridges and freezers continue to grow?

There has been a significant amount of product development and innovation in the refrigeration market. Manufacturers have continued to add value through introducing better technologies, improved materials and advances in design. Consumers today have a wider choice of sizes, combinations and functionality than ever before, but even so the standard fridge-freezer, with one above the other, remains by far the most popular format. But consumer expectations are growing and added features are giving them more encouragement to pay a little extra. However, intense competition for market share means that yesterday’s extras are now expected as standard, and as a result consumers are getting more for their money.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
        • Excluded
        • Executive Summary

            • The market
              • Growth in the market helped by innovation
                • Figure 1: Consumer spend on fridges and freezers, 2010-20
              • Fridge-freezers are the most popular combination
                • Figure 2: Consumer spend on fridges and freezers, percentage by volume and value, 2015
              • 1.3 million more homes in five years
                • Figure 3: UK households by size, 2010-20
              • 11% cite renovation projects as reason for last purchase
                • Frozen foods in decline, but households aim to cut food waste
                  • Fresher and healthier
                    • Companies, brands and innovation
                      • Brand trust and differentiation
                        • Figure 4: Attitudes towards and usage of selected brands, January 2016
                      • Intense competition
                        • Figure 5: Leading manufacturer shares of refrigeration appliances, by volume, UK, 2013-15 (est)
                      • Online shopping boom
                        • Currys transformation led to market leadership
                          • Figure 6: Estimated distribution of refrigeration appliances, by value, 2014 and 2015 (est)
                        • The consumer
                          • Conventional fridge-freezers in two thirds of households
                            • Figure 7: Ownership of fridges and freezers, by type, January 2015 and February 2016
                          • 35% of owners have bought an appliance in the last three years
                            • Figure 8: Fridges and freezers purchased in the last three years, February 2016
                          • 55% of the most recent purchases were combined fridge-freezers
                            • Figure 9: Fridges and freezers purchased in the last three years, most recent, February 2016
                          • Broad spread of prices paid
                            • Figure 10: Price paid for most recent purchase of fridges or freezers, average, February 2016
                          • Currys is clear market leader
                            • Figure 11: Most recent purchase of fridges or freezers, where bought, February 2016
                          • 50% of purchasers bought online
                            • Figure 12: How they bought most recent fridge or freezer, February 2016
                          • Price comparisons are important to customers
                            • Figure 13: The customer journey for fridges and freezers, February 2016
                          • Replacement is the most influential market driver
                            • Figure 14: Reasons for purchasing fridges/freezers, February 2016
                          • Freshness and hygiene capture highest attention
                            • Figure 15: Interest in innovation for fridges and freezers, strongly agree and agree, February 2016
                          • What we think
                          • Issues and Insights

                            • Are today’s consumers ready for the ‘smart fridge’?
                              • The facts
                                • The implications
                                  • Technology that keeps food fresher for longer tops the wish list
                                    • The facts
                                      • The implications
                                        • Will online shopping for fridges and freezers continue to grow?
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Lively market will grow by 19.6% from 2015-20
                                                • 2.16 million units sold in 2015
                                                  • Over 50% of sales are conventional fridge-freezers
                                                    • 19% of spending on built-in units
                                                      • Currys is the clear market leader
                                                        • Online sales top 50%
                                                          • AO.com is the dominant online specialist
                                                            • 1.3 million more homes in five years
                                                              • Lively housing market stimulates spend on the home
                                                              • Market Size and Forecast

                                                                • Market up 4% in 2015
                                                                  • Figure 16: Consumer spend on fridges and freezers, by value, 2010-20
                                                                  • Figure 17: Consumer spend on fridges and freezers, by value, 2010-20
                                                                • Volume growth of 1.4% in 2015
                                                                  • Figure 18: Consumer spend on fridges and freezers, by volume, 2010-20
                                                                  • Figure 19: Consumer spend on fridges and freezers, by volume, 2010-20
                                                                • Consumers opting for added value
                                                                  • Figure 20: Average price, all fridges and freezers, 2011-15
                                                                • Forecast methodology
                                                                • Market Segmentation

                                                                  • Fridge-freezers dominate the market
                                                                    • Figure 21: Consumer spend on fridges and freezers by type of appliance, percentage by volume and value, 2015
                                                                  • Average prices
                                                                    • Figure 22: Average price paid for fridges and freezers, by type, 2015
                                                                  • Smart fridges
                                                                    • Built-in accounts for 19% by value
                                                                      • Figure 23: Consumer spend on fridges and freezers, built-in and free-standing, by value, 2015 (est)
                                                                  • Channels to Market

                                                                    • Online shopping boom
                                                                      • AO.com is the dominant online specialist
                                                                        • AO.com and Currys benefitted from closure of Comet
                                                                          • Currys transformation led to market leadership
                                                                            • Argos captures 12.5% market share
                                                                              • John Lewis leads the department stores
                                                                                • Improved demand for kitchens favours DIY and kitchen retailers
                                                                                  • Grocers losing share
                                                                                    • Figure 24: Estimated distribution of refrigeration appliances, by value, 2014 and 2015 (est)
                                                                                    • Figure 25: Most recent purchase of fridges or freezers, where bought, February 2016
                                                                                • Market Drivers

                                                                                  • Housing market livened up in 2013
                                                                                    • Figure 26: Housing transactions, UK, 2011-15
                                                                                  • 1.3 million more homes in five years
                                                                                    • Figure 27: UK households by size, 2010-20
                                                                                  • Refitting kitchens
                                                                                    • Consumers opting for fresh and chilled
                                                                                      • What we throw away
                                                                                        • 5-a-day
                                                                                        • Key Players – What You Need to Know

                                                                                          • Market shares
                                                                                            • Competitive landscape
                                                                                              • Energy efficiency has improved significantly
                                                                                                • Showrooms and demonstrations
                                                                                                  • Smart homes poised for growth
                                                                                                    • Seeing the contents of the fridge without opening the door
                                                                                                      • Improving the user experience
                                                                                                        • Colour and design
                                                                                                          • Advertising campaigns
                                                                                                            • Hotpoint is the most familiar brand
                                                                                                              • Bosch is most likely to be recommended
                                                                                                                • Beko’s tired and basic image leads to lower levels of recommendation
                                                                                                                  • Style, functionality and innovative brands most likely to be recommended
                                                                                                                    • Brands translate across markets
                                                                                                                      • Smeg is the most differentiated brand
                                                                                                                      • Market Share

                                                                                                                        • Top five suppliers account for 62% market share
                                                                                                                          • Figure 28: Leading manufacturer shares of fridges and freezers, by volume, UK, 2013-15 (est)
                                                                                                                      • Competitive Strategies

                                                                                                                        • Concentration of supply
                                                                                                                          • Far Eastern manufacturers ambitious for market share
                                                                                                                            • Energy efficiency has improved significantly
                                                                                                                              • Legislation forces manufacturers to act
                                                                                                                                • Adapting to the demand of the grid
                                                                                                                                  • Manufacturers brand energy efficiency
                                                                                                                                    • Figure 29: Bosch, Green Technology logo and images of fridges, March 2016
                                                                                                                                    • Figure 30: Beko EcoSmart logo, March 2016
                                                                                                                                  • Helping consumers understand running costs
                                                                                                                                    • Broader eco developments
                                                                                                                                      • Showrooms and demonstrations
                                                                                                                                        • Multi-branding strategies
                                                                                                                                          • Figure 31: Leading manufacturers of white goods, brands, 2015
                                                                                                                                        • Own label lines avoid direct price comparisons
                                                                                                                                          • Figure 32: Examples of white goods own labels, 2015
                                                                                                                                      • Launch Activity and Innovation

                                                                                                                                        • Knock on LG’s door to reveal the contents of the fridge
                                                                                                                                          • Samsung’s fridge becomes a home hub
                                                                                                                                            • Haier focuses on user experience
                                                                                                                                              • New compressor technology
                                                                                                                                                • A fridge for people passionate about food
                                                                                                                                                  • Smart homes
                                                                                                                                                    • Figure 33: Hoover Wizard range, March 2016
                                                                                                                                                  • Colour and design
                                                                                                                                                    • Upstyling to broaden appeal
                                                                                                                                                    • Advertising and Marketing Activity

                                                                                                                                                      • Advertising spend doubles in five years
                                                                                                                                                        • Figure 34: Total above-the line, online display and direct mail advertising expenditure on fridges and freezers, 2011-15
                                                                                                                                                      • Advertising for fridges and freezers gains share
                                                                                                                                                        • Figure 35: Total above-the line, online display and direct mail advertising expenditure on all large kitchen appliances, fridges and freezers, 2011-15
                                                                                                                                                      • Retailers take over as top advertisers
                                                                                                                                                        • Figure 36: Share of above-the line, online display and direct mail advertising expenditure on fridges and freezers, top 10 players, 2013-15
                                                                                                                                                      • Press loses share to television
                                                                                                                                                        • Figure 37: Total above-the-line, online display and direct mail advertising expenditure on fridges and freezers, by medium, 2011-15
                                                                                                                                                      • Advertising and marketing campaigns
                                                                                                                                                        • Beko mixes technology and being an essential helper
                                                                                                                                                          • Currys features dreams based around technology
                                                                                                                                                            • AO.com features great customer experience
                                                                                                                                                              • Samsung’s fridges in pop-up restaurant TV show
                                                                                                                                                                • Karl the Bosch engineer explains
                                                                                                                                                                  • Bosch sponsorship for Sunday Brunch
                                                                                                                                                                    • Nielsen Media Research coverage
                                                                                                                                                                    • Brand Research

                                                                                                                                                                        • What you need to know
                                                                                                                                                                          • Hotpoint is the most familiar brand
                                                                                                                                                                            • Bosch is most likely to be recommended
                                                                                                                                                                              • Beko’s tired and basic image leads to lower levels of recommendation
                                                                                                                                                                                • Style, functionality and innovative brands most likely to be recommended
                                                                                                                                                                                  • Brands translate across markets
                                                                                                                                                                                    • Smeg is the most differentiated brand
                                                                                                                                                                                      • Figure 38: Attitudes towards and usage of selected brands, January 2016
                                                                                                                                                                                    • Key brand metrics
                                                                                                                                                                                      • Hotpoint is the most-used brand of refrigerator
                                                                                                                                                                                        • Figure 39: Key metrics for selected brands, January 2016
                                                                                                                                                                                      • Brand attitudes: None of the brands is associated with memorable advertising
                                                                                                                                                                                        • Figure 40: Attitudes, by brand, January 2016
                                                                                                                                                                                      • Brand personality: Hotpoint and Zanussi are the most accessible brands
                                                                                                                                                                                        • Figure 41: Brand personality – Macro image, January 2016
                                                                                                                                                                                      • Beko is basic, but Bosch is durable
                                                                                                                                                                                        • Figure 42: Brand personality – Micro image, January 2016
                                                                                                                                                                                      • Brand analysis
                                                                                                                                                                                        • Bosch combines excellent experience with durability
                                                                                                                                                                                          • Figure 43: User profile of Bosch, January 2016
                                                                                                                                                                                        • Miele is prestigious and sophisticated
                                                                                                                                                                                          • Figure 44: User profile of Miele, January 2016
                                                                                                                                                                                        • John Lewis has a vibrant personality
                                                                                                                                                                                          • Figure 45: User profile of John Lewis own-label, January 2016
                                                                                                                                                                                        • Hotpoint is reliable, user-friendly and affordable
                                                                                                                                                                                          • Figure 46: User profile of Hotpoint, January 2016
                                                                                                                                                                                        • Beko’s key associations are basic and affordable
                                                                                                                                                                                          • Figure 47: User profile of Beko, January 2016
                                                                                                                                                                                        • Zanussi is accessible, with a good reputation
                                                                                                                                                                                          • Figure 48: User profile of Zanussi, January 2016
                                                                                                                                                                                        • Indesit is reliable and affordable
                                                                                                                                                                                          • Figure 49: User profile of Indesit, January 2016
                                                                                                                                                                                        • Smeg is innovative and worth paying more for
                                                                                                                                                                                          • Figure 50: User profile of Smeg, January 2016
                                                                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                                                                        • Universal ownership
                                                                                                                                                                                          • 35% of owners have bought an appliance in the last three years
                                                                                                                                                                                            • Average price for fridge-freezer is £341
                                                                                                                                                                                              • Currys is the dominant retailer
                                                                                                                                                                                                • More purchased online than in-store
                                                                                                                                                                                                  • Replacement is the biggest driver of demand
                                                                                                                                                                                                    • Innovation adds value
                                                                                                                                                                                                    • Ownership of Fridges and Freezers

                                                                                                                                                                                                      • Refrigeration is universal
                                                                                                                                                                                                        • Conventional fridge-freezers in two thirds of households
                                                                                                                                                                                                          • Separates appeal to older consumers
                                                                                                                                                                                                            • ABs most likely to own American style
                                                                                                                                                                                                              • Figure 51: Ownership of fridges and freezers, by type, January 2015 and February 2016
                                                                                                                                                                                                            • Only 8% have three or more refrigeration appliances
                                                                                                                                                                                                              • Figure 52: Repertoire of refrigeration appliances in the household, February 2016
                                                                                                                                                                                                          • Purchases of Fridges and Freezers

                                                                                                                                                                                                            • 35% of owners have bought an appliance in the last three years
                                                                                                                                                                                                              • Private renters are in the market for refrigeration
                                                                                                                                                                                                                • Combined fridge-freezers dominate
                                                                                                                                                                                                                  • People most commonly buy one appliance
                                                                                                                                                                                                                    • Figure 53: Fridges and freezers purchased in the last three years, February 2016
                                                                                                                                                                                                                  • 55% of the most recent purchases were combined fridge-freezers
                                                                                                                                                                                                                    • Figure 54: Fridges and freezers purchased in the last three years, most recent, February 2016
                                                                                                                                                                                                                • Price Paid for Fridges and Freezers

                                                                                                                                                                                                                  • Premium American style
                                                                                                                                                                                                                    • Figure 55: Price paid for most recent purchase of fridges or freezers, average, February 2016
                                                                                                                                                                                                                  • Wide spread of prices
                                                                                                                                                                                                                    • Figure 56: Price paid for most recent purchase of fridges or freezers, combined fridge-freezer, average, February 2016
                                                                                                                                                                                                                • Retailers Where Bought Fridges or Freezers

                                                                                                                                                                                                                  • Currys stands apart as a destination store
                                                                                                                                                                                                                    • Argos is key for 25-34s
                                                                                                                                                                                                                      • AO.com is popular with home owners
                                                                                                                                                                                                                        • A long tail of other retailers
                                                                                                                                                                                                                          • Figure 57: Most recent purchase of fridges or freezers, where bought, February 2016
                                                                                                                                                                                                                      • How They Shopped for Fridges and Freezers

                                                                                                                                                                                                                        • 50% bought online
                                                                                                                                                                                                                          • Conventional computers remain important
                                                                                                                                                                                                                            • Figure 58: How they bought most recent fridge or freezer, February 2016
                                                                                                                                                                                                                          • Currys captures high proportion of in-store shoppers
                                                                                                                                                                                                                          • The Customer Journey for Fridges and Freezers

                                                                                                                                                                                                                            • Price comparisons are important to customers
                                                                                                                                                                                                                              • Customer ratings most important to ABs
                                                                                                                                                                                                                                • Only 16% asked for advice
                                                                                                                                                                                                                                  • Figure 59: The customer journey for fridges and freezers, February 2016
                                                                                                                                                                                                                              • Reasons for Purchasing Fridges/Freezers

                                                                                                                                                                                                                                • Replacement drives demand
                                                                                                                                                                                                                                  • Figure 60: Reasons for purchasing fridges/freezers, February 2016
                                                                                                                                                                                                                              • Interest in Innovation for Fridges and Freezers

                                                                                                                                                                                                                                • Fresher food for longer
                                                                                                                                                                                                                                  • Better hygiene
                                                                                                                                                                                                                                    • The smart kitchen
                                                                                                                                                                                                                                      • Figure 61: Interest in innovation for fridges and freezers, strongly agree and agree, February 2016
                                                                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                      • Abbreviations
                                                                                                                                                                                                                                        • Consumer research methodology
                                                                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                          • Forecast methodology

                                                                                                                                                                                                                                          Companies Covered

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                                                                                                                                                                                                                                          Fridges and Freezers - UK - April 2016

                                                                                                                                                                                                                                          £1,995.00 (Excl.Tax)