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Major Appliances - Canada - February 2017

"Major appliance brands operating in Canada are facing a changing environment of evolving preferences and consumer demand. Manufacturers will need to address cost-sensitivities as the majority of consumers are influenced by price. This may translate to more entry-level devices with less features or more compact design."

Andrew Zmijak, Research Analyst, Consumer Behaviour

This report looks at the following areas:

  • Low prices are a major factor
  • Younger consumers are influenced by recommendations from family/friends
  • Shipping costs may influence choice of retailer

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Low prices are a major factor
            • Figure 1: Influencing factors when choosing a retailer, November 2016
          • Younger consumers are influenced by recommendations from family/friends
            • 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
                • Figure 3: Influencing factors when choosing a retailer, 18-44s vs over-45s, November 2016
              • Women’s preferences revolve around practicality
                • 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
                • Figure 5: Shopping behaviours for major appliances, 18-44s vs over-45s, November 2016
              • What it means
              • The Market – What You Need to Know

                • 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

                        • Slow growth forecast for dishwashers and home laundry appliances
                          • Figure 6: Retail market volume of dishwashers, Canada, 2011-21
                          • Figure 7: Retail market volume of dishwashers, Canada, 2011-21
                          • Figure 8: Retail market volume of home laundry appliances, Canada, 2011-21
                          • Figure 9: Retail market volume of home laundry appliances, Canada, 2011-21
                          • Figure 10: Retail market volume of large cooking appliances, Canada, 2011-21
                          • Figure 11: Retail market volume of large cooking appliances, Canada, 2011-21
                          • 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

                          • Millennials and Baby Boomers will help stimulate sales
                            • 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

                                • 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

                                            • Boxing Week deals are abundant
                                              • 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
                                              • 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
                                              • Figure 21: Trail Appliances, contest, February 2016
                                          • What’s Working?

                                            • New features are modernizing major appliances
                                              • Figure 22: Samsung home appliances, the all new Samsung FlexWash + FlexDry system, January 2017
                                          • What’s Struggling?

                                            • Smart appliances may need some more time
                                              • Macro and micro conditions may dampen spending
                                              • What’s Next?

                                                • Smaller appliances for the urban dweller
                                                • The Consumer – What You Need to Know

                                                  • 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

                                                            • Major appliance purchase incidence reflects generational needs
                                                              • 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
                                                                • Figure 24: Main reasons for most recent appliance purchase, November 2016
                                                            • Influencing Factors when Choosing a Retailer

                                                              • Low prices are most critical when choosing a retailer
                                                                • Figure 25: Influencing factors when choosing a retailer, November 2016
                                                              • Consumers of different ages are influenced differently
                                                                • Figure 26: Influencing factors when choosing a retailer, 18-44s vs over-45s, November 2016
                                                              • Shipping costs are of concern
                                                              • Shopping Behaviours

                                                                • Online research and price-comparison drives shopping behaviours
                                                                  • Figure 27: Shopping behaviours (select) for major appliances, November 2016
                                                                • Over-45s are more likely to do their homework prior to purchase
                                                                  • Figure 28: Shopping behaviours (select) for major appliances, 18-44s vs over-45s, November 2016
                                                                • Younger cohorts influenced by recommendations from family/friends
                                                                  • Figure 29: Shopping behaviours (select) for major appliances, 18-44s vs over-45s, November 2016
                                                              • Attitudes towards Major Appliances

                                                                • Sales, sales, sales
                                                                  • Figure 30: Attitudes towards major appliances (any agree), November 2016
                                                                • Performing research prior to purchase is critical for consumers
                                                                  • Figure 31: Attitudes towards major appliances (any agree), November 2016
                                                                • Women display a pragmatic attitude towards major appliances
                                                                  • Figure 32: Attitudes towards major appliances (any agree), men vs women, November 2016
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Consumer survey data
                                                                    • Consumer qualitative research
                                                                      • Abbreviations and terms
                                                                        • Abbreviations

                                                                        Companies Covered

                                                                        To learn more about the companies covered in this report please contact us.

                                                                        Major Appliances - Canada - February 2017

                                                                        US $3,995.00 (Excl.Tax)