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Ovens and Microwaves - UK - November 2011

“Consumers have a wider choice than ever before of cookers. Modular built-in separates have been developed which allow consumers to select the appliances and functionality they want and create a ‘bank’ of appliances. Features such as built-in microwaves that match the other ovens, ‘domino’ hobs which can be mixed and matched and co-ordinating coffee makers that can also be built in create the ultimate in functionality and style.

Yet, the economic squeeze has made consumers increasingly thrifty and they will hang back to get the deal they want and shop around to stretch their budgets even further. So they want it all, the ultimate cooker for their needs at the best possible price, making it tougher than ever for brands and retailers to generate adequate profits.”

– Neil Mason, Head of Retail Research

Some questions answered in the report include:

  • How much is the internet influencing shopping behaviour for cookers?
  • What are the latest trends in cookers?
  • Is sustainability influencing demand?
  • Is the slowdown in the housing market affecting demand?
  • What role do style and colour play in shaping decisions to buy?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer spending on cookers and microwaves, 2006-16
            • Market factors
              • Figure 2: Attitudes towards cooking and meals, 2011
            • Companies, brands and innovation
              • Figure 3: Estimated manufacturer shares of cookers, by value, 2011
            • The consumer
              • Figure 4: Ownership and purchasing intentions for free-standing cooking appliances, September 2011
              • Figure 5: Ownership and purchasing intentions for built-in cooking appliances, September 2011
              • Figure 6: Factors considered important for next purchase of cooker or microwave, September 2011
              • Figure 7: Shopping intentions, next time you buy a cooker or microwave, September 2011
            • Typologies
              • Figure 8: Customer typologies for cookers and microwaves, September 2011
            • What we think
            • Issues in the Market

                • How much is the internet influencing shopping behaviour for cookers?
                  • What are the latest trends in cookers?
                    • Is sustainability influencing demand?
                      • Is the slowdown in the housing market affecting demand?
                        • What role do style and colour play in shaping decisions to buy?
                        • Future Opportunities

                            • Trend: Green technology
                              • Trend: Slow It All Down
                              • Internal Market Environment

                                • Key points
                                  • Are we a nation of foodies?
                                    • Figure 9: Agreement with attitudinal statements regarding cooking, 2007-11
                                  • Women are a hot target
                                    • Figure 10: Agreement with attitudinal statements, by gender, 2011
                                  • Come dine with me
                                    • Young and in a hurry
                                      • Time in the kitchen
                                        • Cooking from scratch
                                          • Figure 11: Cooking habits, September 2011
                                        • A nation of cooks
                                          • Using the microwave
                                            • Cooking as a way of slowing down
                                              • Healthy eating
                                                • Figure 12: Eating habits, September 2011
                                              • Revamping the kitchen
                                                • Figure 13: Purchasing activity for kitchens, 2007-11
                                              • Attitudes towards the home
                                                • Figure 14: Agreement with attitudinal statements relating to the home, 2007-11
                                              • Environmental issues gone off the boil
                                                • Figure 15: Trends in agreement with the attitudinal statements, the home, 2007-11
                                              • Energy saving recommended
                                                • Prices are rising
                                                  • Figure 16: Consumer Price Indices for household appliances, 2008-11
                                              • Broader Market Environment

                                                • Key points
                                                  • Access to broadband helps fuel online shopping explosion
                                                    • Figure 17: Broadband penetration, 2006-11
                                                    • Figure 18: Selected electronic products/services have at home, 2009-11
                                                  • Saving more in hard times
                                                    • Figure 19: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                                  • Upwardly mobile population
                                                    • Figure 20: Forecast adult population trends, by socio-economic group, 2006-16
                                                  • Household numbers on the rise
                                                    • Figure 21: UK households, by size, 2006-16
                                                  • Drop in house moves
                                                    • Figure 22: Residential property transactions, by quarter, 2006-11
                                                • Competitive Context

                                                  • Key points
                                                    • Competitive context
                                                      • Figure 23: Market trends for selected home products, 2006-11
                                                  • Strengths and Weaknesses in the Market

                                                    • Strengths
                                                      • Weaknesses
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Sensor cooking takes away the guess work
                                                            • Pre-programmable cooking
                                                              • Multi-function cooking
                                                                • Steam ovens
                                                                  • Helpful hobs
                                                                    • Even greater adjustability for gas
                                                                      • Domino hobs
                                                                        • New ways of cooking
                                                                          • Colour and style trends
                                                                            • Separates make a style statement
                                                                              • Larger capacity
                                                                                • Adaptable space
                                                                                  • New materials
                                                                                    • Saving energy
                                                                                    • Market Size and Segmentation

                                                                                      • Key points
                                                                                        • Consumer spending on cookers and microwaves
                                                                                          • Figure 24: Consumer spending on cookers and microwaves, value, 2006-16
                                                                                          • Figure 25: Cookers and microwaves, units purchased, 2006-16
                                                                                        • Consumer spending on gas and electric cookers
                                                                                          • Figure 26: UK retail value and volume sales of gas and electric cookers, 2006-11
                                                                                        • Market segmentation
                                                                                          • Figure 27: Percentage of consumers purchasing types of cooker, free-standing vs built-in, 2007-11
                                                                                        • Gas hobs losing ground to electric hobs
                                                                                          • Figure 28: Consumer purchases of built-in hobs, units, gas and electric, 2007-11
                                                                                        • Electric models dominate built-in ovens
                                                                                          • Figure 29: Consumer purchases of built-in ovens, units, gas and electric, 2007-11
                                                                                        • Consumer spending on microwave ovens
                                                                                          • Figure 30: UK retail value and volume sales of microwave ovens, 2006-11
                                                                                        • Forecast
                                                                                          • Figure 31: Consumer spending on cookers and microwaves, 2006-16
                                                                                      • Market Shares

                                                                                        • Key points
                                                                                          • Market shares of cookers
                                                                                            • Figure 32: Estimated market shares of cookers, hobs and ovens, by value, 2011
                                                                                          • Market shares of microwaves
                                                                                            • Figure 33: Estimated market shares of microwaves, by value, 2011
                                                                                        • Companies and Products

                                                                                            • Beko Plc
                                                                                              • BSH Group
                                                                                                • Hoover Candy
                                                                                                  • Glen Dimplex Group
                                                                                                    • Indesit
                                                                                                      • Sharp
                                                                                                        • Whirlpool
                                                                                                          • Electrolux Group
                                                                                                            • LG Electronics
                                                                                                            • Channels to Market

                                                                                                              • Key points
                                                                                                                • Channels of distribution
                                                                                                                  • Figure 34: Channels of distribution for major cooking appliances, 2009-11
                                                                                                                • Electrical specialists revamp in face of stiff competition
                                                                                                                  • Competition intensifies from alternative formats
                                                                                                                  • Brand Communication and Promotion

                                                                                                                    • Key points
                                                                                                                      • Main media advertising
                                                                                                                        • Figure 35: Main media topline advertising spend on cookers and microwaves, 2007-10
                                                                                                                        • Figure 36: Main media topline advertising spend on cookers and microwaves, 2010-11
                                                                                                                      • Beko dominates 2010
                                                                                                                        • Figure 37: Main media advertising spend on cookers and microwaves, by top 10 advertisers, 2007-11
                                                                                                                        • Figure 38: Main media advertising spend on cookers and microwaves, by top 10 advertisers, 2010-11
                                                                                                                      • Press dominates media choice
                                                                                                                        • Figure 39: Main media advertising spend on cookers and microwaves, by media type, 2007-10
                                                                                                                    • The Consumer – Ownership of Cookers and Microwaves

                                                                                                                      • Key points
                                                                                                                        • Marked variations in types of cooker owned
                                                                                                                          • Figure 40: Ownership of cooking appliances, 2007-11
                                                                                                                        • Microwaves are almost universal
                                                                                                                          • Built-in cookers on the rise
                                                                                                                              • Figure 41: Ownership of cooking appliances and microwaves, by main type, 2007-11
                                                                                                                            • Free-standing cooker ownership
                                                                                                                              • Figure 42: Ownership of any free-standing cooker, by socio-economic group, 2011
                                                                                                                              • Figure 43: Ownership of free-standing cookers, electric or gas, by socio-economic group, 2011
                                                                                                                            • Microwave ownership
                                                                                                                              • Ownership of cookers by detailed type
                                                                                                                                • Figure 44: Ownership of cooking appliances and microwaves, by type, 2007-11
                                                                                                                              • Purchasing patterns
                                                                                                                                • Figure 45: Percentage of consumers purchasing types of cooker, free-standing vs built-in, 2007-11
                                                                                                                              • Gas hobs losing ground to electric hobs
                                                                                                                                • Figure 46: Consumer purchases of built-in hobs, units, gas and electric, 2007-11
                                                                                                                              • Electric models dominate built-in ovens
                                                                                                                                • Figure 47: Consumer purchases of built-in ovens, units, gas and electric, 2007-11
                                                                                                                            • The Consumer – Purchasing Intentions

                                                                                                                              • Key points
                                                                                                                                • Ownership and purchasing intentions
                                                                                                                                  • Free-standing gas and electric cookers
                                                                                                                                    • Figure 48: Ownership and purchasing intentions for free-standing cooking appliances, September 2011
                                                                                                                                  • Purchasing intentions for built-in appliances
                                                                                                                                    • Figure 49: Ownership and purchasing intentions for built-in cooking appliances, September 2011
                                                                                                                                  • Purchasing intentions for microwave ovens
                                                                                                                                    • Figure 50: Ownership and purchasing intentions for microwave ovens, September 2011
                                                                                                                                • The Consumer – Factors Influencing Purchases

                                                                                                                                  • Key points
                                                                                                                                    • Factors influencing choice
                                                                                                                                      • Figure 51: Factors considered important for next purchase of cooker or microwave, September 2011
                                                                                                                                    • Cheaper to run
                                                                                                                                      • Chore of oven cleaning
                                                                                                                                        • Stylish kitchens
                                                                                                                                          • Longer guarantees please
                                                                                                                                            • Fast food!
                                                                                                                                              • Cooking for a crowd
                                                                                                                                                • Is the trend to built-in exaggerated?
                                                                                                                                                  • Trust the cooker to do it for you?
                                                                                                                                                  • The Consumer – Shopping Intentions

                                                                                                                                                    • Key points
                                                                                                                                                      • Shopping intentions
                                                                                                                                                        • Figure 52: Shopping intentions, next time you buy a cooker or microwave, September 2011
                                                                                                                                                      • How consumers visualise their next shopping trip
                                                                                                                                                        • Figure 53: How people will shop for cookers and microwaves, September 2011
                                                                                                                                                      • Savvy shopping
                                                                                                                                                        • Peer reviews more important than store staff
                                                                                                                                                          • Stores losing ground to online sellers
                                                                                                                                                            • Figure 54: Staff and after sales service for cookers and microwaves, by age and socio-economic group, September 2011
                                                                                                                                                          • Younger and older want to talk about their cookers
                                                                                                                                                            • After-sales matters most to older customers
                                                                                                                                                            • The Consumer – Target Groups

                                                                                                                                                              • Key points
                                                                                                                                                                • Four main kinds of consumer
                                                                                                                                                                    • Figure 55: Customer typologies for cookers and microwaves, September 2011
                                                                                                                                                                  • Stylish Cookers (23%)
                                                                                                                                                                      • Figure 56: Features considered important when buying next cooker or microwave, Stylish Cookers target group, September 2011
                                                                                                                                                                      • Figure 57: Shopping patterns for cookers, ovens and microwaves, Stylish Cookers target group, September 2011
                                                                                                                                                                    • Efficient Sparklers (26%)
                                                                                                                                                                        • Figure 58: Features considered important when buying next cooker or microwave, Efficient Sparklers target group, September 2011
                                                                                                                                                                        • Figure 59: Shopping patterns for cookers, ovens and microwaves, Efficient Sparklers target group, September 2011
                                                                                                                                                                      • Easy Cleaners (29%)
                                                                                                                                                                          • Figure 60: Features considered important when buying next cooker or microwave, Easy Cleaners target group, September 2011
                                                                                                                                                                          • Figure 61: Shopping patterns for cookers, ovens and microwaves, Easy Cleaners target group, September 2011
                                                                                                                                                                        • Uninterested (23%)
                                                                                                                                                                            • Figure 62: Features considered important when buying next cooker or microwave, Uninterested target group, September 2011
                                                                                                                                                                            • Figure 63: Shopping patterns for cookers, ovens and microwaves, Uninterested target group, September 2011
                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                            • Figure 64: Agreement with attitudinal statements regarding cooking, 2007-11
                                                                                                                                                                            • Figure 65: Agreement with attitudinal statements regarding cooking, by demographics, 2011
                                                                                                                                                                            • Figure 66: Agreement with the attitudinal statements, by demographics, 2011
                                                                                                                                                                            • Figure 67: Purchasing activity for kitchens, by demographics, 2011
                                                                                                                                                                            • Figure 68: Agreement with the attitudinal statements relating to the home, by demographics, 2011
                                                                                                                                                                            • Figure 69: Agreement with the attitudinal statements relating to the home, by demographics, 2011
                                                                                                                                                                            • Figure 70: Ownership and purchasing of kitchen appliances, 2007-11
                                                                                                                                                                            • Figure 71: Ownership of large domestic kitchen appliances, by demographics, 2011
                                                                                                                                                                            • Figure 72: Ownership and purchasing of any free-standing cooker (electric plus gas), by demographics, 2011
                                                                                                                                                                            • Figure 73: Ownership and purchasing of electric free-standing cooker, by demographics, 2011
                                                                                                                                                                            • Figure 74: Ownership and purchasing of gas free-standing cooker, by demographics, 2011
                                                                                                                                                                            • Figure 75: Ownership and purchasing of any hob unit (electric plus gas), by demographics, 2011
                                                                                                                                                                            • Figure 76: Ownership and purchasing of electric hob unit, by demographics, 2011
                                                                                                                                                                            • Figure 77: Ownership and purchasing of gas hob unit, by demographics, 2011
                                                                                                                                                                            • Figure 78: Ownership and purchasing of any built-in oven (gas or electric), by demographics, 2011
                                                                                                                                                                            • Figure 79: Ownership and purchasing of electric built-in oven, by demographics, 2011
                                                                                                                                                                            • Figure 80: Ownership and purchasing of gas built-in oven, by demographics, 2011
                                                                                                                                                                            • Figure 81: Ownership and purchasing of microwave oven, by demographics, 2011
                                                                                                                                                                        • Appendix – The Consumer – Ownership of Cookers and Microwaves

                                                                                                                                                                            • Figure 82: Most popular ownership of cookers, ovens and microwaves, by demographics, September 2011
                                                                                                                                                                            • Figure 83: Next most popular ownership of cookers, ovens and microwaves, by demographics, September 2011
                                                                                                                                                                        • Appendix - The Consumer – Purchasing Intentions

                                                                                                                                                                            • Figure 84: Plans to replace cookers, ovens and microwaves, by demographics, September 2011
                                                                                                                                                                            • Figure 85: Ownership of cookers, ovens and microwaves, by demographics, September 2011
                                                                                                                                                                        • Appendix – The Consumer – Factors Influencing Purchases

                                                                                                                                                                            • Figure 86: Most popular features considered important when next buy ovens and microwaves, by demographics, September 2011
                                                                                                                                                                            • Figure 87: Next most popular features considered important when next buy ovens and microwaves, by demographics, September 2011
                                                                                                                                                                            • Figure 88: Other features considered important when next buy ovens and microwaves, by demographics, September 2011
                                                                                                                                                                            • Figure 89: Repertoire of features considered important when next buy ovens and microwaves, by demographics, September 2011
                                                                                                                                                                        • Appendix – The Consumer – Shopping Intentions

                                                                                                                                                                            • Figure 90: Most popular shopping patterns for cookers, ovens and microwaves, by demographics, September 2011
                                                                                                                                                                            • Figure 91: Next most popular shopping patterns for cookers, ovens and microwaves, by demographics, September 2011
                                                                                                                                                                            • Figure 92: Other shopping patterns for cookers, ovens and microwaves, by demographics, September 2011
                                                                                                                                                                        • Appendix – The Consumer – Target Groups

                                                                                                                                                                            • Figure 93: Target groups, by demographics, September 2011

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        • Beko UK Ltd
                                                                                                                                                                        • Belling Appliances
                                                                                                                                                                        • BSH Home Appliances Corporation [Bosch]
                                                                                                                                                                        • Domestic & General Group PLC
                                                                                                                                                                        • Electrolux
                                                                                                                                                                        • Euronics UK (C.I.H)
                                                                                                                                                                        • Gaggenau
                                                                                                                                                                        • Glen Dimplex UK Ltd
                                                                                                                                                                        • Hoover Ltd
                                                                                                                                                                        • Hotpoint Appliances
                                                                                                                                                                        • Indesit Company
                                                                                                                                                                        • LG Electronics (UK)
                                                                                                                                                                        • Morphy Richards Ltd
                                                                                                                                                                        • Sharp Electronics (UK) Ltd
                                                                                                                                                                        • Siemens plc
                                                                                                                                                                        • Whirlpool Corporation
                                                                                                                                                                        • Zanussi

                                                                                                                                                                        Ovens and Microwaves - UK - November 2011

                                                                                                                                                                        £1,750.00 (Excl.Tax)