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Ovens and Microwaves - UK - November 2012

“Although tight finances are creating opportunities for own-label manufacturers and retailers to aggressively target the bargain hunter, the era of austerity holds an opportunity for manufacturers to secure a long-term relationship with consumers that delivers on quality, assurance and outstanding customer service.”

– Neil Mason, Head of Retail Research

Some questions answered in this report include:

  • Is the internet driving sales or driving down values?
  • Can multichannel retailing withstand the threat from pureplayers?
  • Are environmental credentials still relevant to today’s budget-focussed consumer?
  • What impact is the stagnation in the housing market having on sales of ovens?
  • Are consumers willing to trade up to new technology in cooking?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • The future
                • Figure 1: Forecast consumer spending on ovens and microwaves, 2007-17
              • Market factors
                • Figure 2: Purchasing a kitchen, by length of time in present home, 2012
              • Companies, brands and innovation
                • Figure 3: Estimated manufacturer shares of the UK cooker market, 2012
                • Figure 4: Estimated manufacturer shares of the UK microwave market, 2012
              • The consumer
                • Figure 5: Percentage of consumers purchasing types of cooker, free-standing vs built-in, 2008-12
              • Replacement vs first-time buying
                • Figure 6: Recent purchase of cooking appliances, by replacement of first-time purchase, 2008-12
              • 25-34 the key replacement age
                • Figure 7: Appliances likely to replace in the next 12 months, by age, September 2012
              • What consumers want
                • Figure 8: Features considered important when buying a cooker or microwave, 2012
              • How consumers shop
                • Figure 9: How consumers shop for cookers or microwaves, September 2012
              • Completely virtual
                • The showroomers
                  • Shopping behaviour
                    • Figure 10: Activities likely to do prior to purchasing a cooker or microwave, September 2012
                  • Value – not cheap
                    • What we think
                    • Issues in the Market

                        • Is the internet driving sales or driving down values?
                          • Can multichannel retailing withstand the threat from pureplayers?
                            • Are environmental credentials still relevant to today’s budget-focussed consumer?
                              • What impact is the stagnation in the housing market having on sales of ovens?
                                • Are consumers willing to trade up to new technology in cooking?
                                • Trend Application

                                    • Who Needs Humans?
                                      • Completely virtual
                                        • Why Buy?
                                          • 2015 Access Anything Anywhere
                                          • Internal Market Environment

                                            • Key points
                                              • Going down – a decline in values related to trading up in food
                                                • Figure 11: Agreement with attitudinal statements regarding cooking, 2008-12
                                              • Time in present home
                                                • Figure 12: Purchasing a kitchen, by length of time in present home, 2012
                                              • Domestic outlook
                                                • Figure 13: Agreement with attitudinal statements relating to the home, 2008-12
                                              • Environmental impact
                                                • Figure 14: Agreement with the attitudinal statement ‘prepared to pay more for environmentally products’, 2008-12
                                              • Energy ratings
                                                • The Energy Saving Trust
                                                  • Price pressure
                                                    • Figure 15: Consumer Price Indices for household appliances, 2008-12
                                                • Broader Market Environment

                                                  • Key points
                                                    • Online on-trend
                                                      • Figure 16: Trends in broadband penetration, 2007-12
                                                      • Figure 17: Selected electronic products/services have at home, July 2009-January 2012
                                                      • Figure 18: Shopping patterns for products bought for the home, November 2011
                                                      • Figure 19: Attitudes towards shopping online for the home, November 2011
                                                    • Age profile of the population
                                                      • Figure 20: Trends in the age structure of the UK population, 2007-17
                                                    • Growth at the top, grinding to a halt
                                                      • Figure 21: Forecast adult population trends, by socio-economic group, 2007-17
                                                    • All eyes on the property market
                                                        • Figure 22: Number of residential UK property transactions with a value of £40,000 or above - seasonally adjusted, Q1 2006 – Q1 2012
                                                      • Saving more in hard times
                                                        • Figure 23: GDP, PDI, consumer expenditure and savings, at current prices, 2007-17
                                                        • Figure 24: GDP quarterly percentage change, Q1 2007-Q2 2012
                                                      • Household incomes squeezed
                                                        • Figure 25: Trends in inflation and average weekly earnings, 2008-12
                                                      • Three million more homes in a decade
                                                        • Figure 26: UK households, by size, 2007-17
                                                    • Competitive Context

                                                      • Key points
                                                        • Figure 27: Consumer expenditure on selected household products, 2007-11
                                                    • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Reshaping old concepts
                                                              • Smart technology
                                                                • Get with the programme
                                                                  • Colour and style trends
                                                                    • Going pro
                                                                      • Green/ethical developments, energy saving developments
                                                                        • Size matters
                                                                        • Market Size and Segmentation

                                                                          • Key points
                                                                              • Figure 28: Consumer spending on ovens and microwaves, 2007-17
                                                                              • Figure 29: Consumer spending on ovens and microwaves, 2007-17
                                                                              • Figure 30: Units purchased – ovens and microwaves, 2007-17
                                                                            • Segment performance
                                                                              • Figure 31: Consumer spending – gas and electric cookers, 2007-17
                                                                              • Figure 32: Unit sales of gas and electric cookers, 2007-17
                                                                            • Free-standing proving to be the long-standing favourite
                                                                              • Figure 33: Percentage of consumers purchasing types of cooker, free-standing vs built-in, 2008-12
                                                                              • Figure 34: Price change average money spent on ovens and hobs, 2008-12
                                                                            • Hob sales feeling the burn
                                                                              • Figure 35: Consumer purchases of built-in hobs, units, gas and electric, 2008-12
                                                                            • Sales of microwaves
                                                                              • Figure 36: Consumer spending on microwaves, 2007-17
                                                                              • Figure 37: Unit sales of microwaves, 2007-17
                                                                              • Figure 38: Consumers’ average spend on microwaves, 2008-12
                                                                            • The future
                                                                              • On cookers
                                                                                • Figure 39: Forecast Consumer spending on cookers and ovens, 2007-17
                                                                              • On microwaves
                                                                                • Figure 40: Consumer spending on microwaves, 2007-17
                                                                            • Market Share

                                                                              • Key points
                                                                                • Figure 41: Estimated manufacturer shares of the UK cooker market, 2012
                                                                              • Microwave brand shares
                                                                                • Figure 42: Estimated manufacturer shares of the UK microwave market, 2012
                                                                            • Companies and Products

                                                                              • Beko Plc
                                                                                • Background
                                                                                  • Strategy and performance
                                                                                    • Product range and innovation
                                                                                      • Advertising and marketing activity
                                                                                        • BSH Group
                                                                                          • Background
                                                                                            • Strategy and performance
                                                                                              • Product range and innovation
                                                                                                • Advertising and marketing activity
                                                                                                  • Hoover-Candy
                                                                                                    • Background
                                                                                                      • Strategy and performance
                                                                                                        • Product range and innovation
                                                                                                          • Advertising and marketing activity
                                                                                                            • Electrolux Group
                                                                                                              • Background
                                                                                                                • Strategy and performance
                                                                                                                  • Product range and innovation
                                                                                                                    • AEG-Electrolux (AEG): 
                                                                                                                      • Advertising and marketing activity
                                                                                                                        • Glen Dimplex Home Appliances
                                                                                                                          • Background
                                                                                                                            • Strategy and performance
                                                                                                                              • Product range and innovation
                                                                                                                                • Advertising and marketing activity
                                                                                                                                  • Indesit/Hotpoint
                                                                                                                                    • Background
                                                                                                                                      • Strategy and performance
                                                                                                                                        • Product range and innovation
                                                                                                                                          • Advertising and marketing activity
                                                                                                                                            • LG Electronics
                                                                                                                                              • Background
                                                                                                                                                • Strategy and performance
                                                                                                                                                  • Figure 43: Financial performance of LG Electronics UK Limited, 2010 and 2011
                                                                                                                                                • Product range and innovation
                                                                                                                                                  • Advertising and marketing activity
                                                                                                                                                    • Panasonic
                                                                                                                                                      • Background
                                                                                                                                                        • Strategy and performance
                                                                                                                                                          • Figure 44: Financial performance of Panasonic UK Limited, 2010 and 2011
                                                                                                                                                        • Product range and innovation
                                                                                                                                                          • Advertising and marketing activity
                                                                                                                                                            • Sharp
                                                                                                                                                              • Background
                                                                                                                                                                • Strategy and performance
                                                                                                                                                                  • Figure 45: Financial performance of Sharp Electronics UK Limited, 2010 and 2011
                                                                                                                                                                • Product range and innovation
                                                                                                                                                                  • Advertising and marketing activity
                                                                                                                                                                    • Whirlpool
                                                                                                                                                                      • Background
                                                                                                                                                                        • Strategy and performance
                                                                                                                                                                          • Product range and innovation
                                                                                                                                                                            • Advertising and marketing activity
                                                                                                                                                                            • Channels to Market

                                                                                                                                                                              • Key points
                                                                                                                                                                                  • Figure 46: Channels of distribution for major cooking appliances, not including microwaves, 2010-12
                                                                                                                                                                                • Online drives volume but is undermining value
                                                                                                                                                                                  • Evolution in the digital era
                                                                                                                                                                                    • Currys well positioned
                                                                                                                                                                                      • Argos flounders
                                                                                                                                                                                        • John Lewis goes from strength to strength
                                                                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Figure 47: Main media topline advertising spend on cookers and microwaves**, 2008-12
                                                                                                                                                                                            • Figure 48: Main media advertising spend on cookers and microwaves, by top 10 advertisers, 2008-12
                                                                                                                                                                                          • Manufacturers opt for a more targeted approach
                                                                                                                                                                                            • Figure 49: Main media advertising spend on cookers and microwaves, by media type, 2008-12
                                                                                                                                                                                          • Pressing on
                                                                                                                                                                                            • Promotional/marketing campaigns
                                                                                                                                                                                            • The Consumer – Ownership and Purchasing Patterns

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                  • Figure 50: Ownership of cooking appliances, 2007-12
                                                                                                                                                                                                • Free-standing largely for youths, the less affluent and renters
                                                                                                                                                                                                  • The gap in ownership levels is narrowing
                                                                                                                                                                                                    • Built-in relies on settled status
                                                                                                                                                                                                      • Still room to grow
                                                                                                                                                                                                          • Figure 51: Average price paid on ovens and microwaves, 2007-12
                                                                                                                                                                                                        • Gas versus electric
                                                                                                                                                                                                          • Gas hob versus electric hob
                                                                                                                                                                                                              • Figure 52: Ownership of gas and electric hobs, by age, socio-economic group and tenure, 2012
                                                                                                                                                                                                            • Gas built-in versus electric built-in
                                                                                                                                                                                                              • Figure 53: Ownership of gas and electric built-in ovens by age, socio-economic group and tenure, 2012
                                                                                                                                                                                                            • Gas free-standing versus electric free-standing
                                                                                                                                                                                                              • Figure 54: Ownership of gas and electric freestanding ovens, by age, socio-economic group and tenure, 2012
                                                                                                                                                                                                            • Replacement versus first-time buying
                                                                                                                                                                                                              • Figure 55: Recent purchase of cooking appliances, by replacement of first-time purchase, 2007-12
                                                                                                                                                                                                          • The Consumer – Purchasing Intentions

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Ownership and purchasing intentions
                                                                                                                                                                                                                • Purchasing dynamics
                                                                                                                                                                                                                    • Figure 56: Ownership and consideration of buying or replacing cookers and microwaves, September 2012
                                                                                                                                                                                                                  • Breaking the silos
                                                                                                                                                                                                                    • 25-34 the key replacement age
                                                                                                                                                                                                                      • Figure 57: Appliances likely to replace in the next 12 months, by age, September 2012
                                                                                                                                                                                                                    • Urban living promotes replacement
                                                                                                                                                                                                                        • Figure 58: Appliances likely to replace in the next 12 months, by socio-economic group, September 2012
                                                                                                                                                                                                                      • Appliance interplay
                                                                                                                                                                                                                        • Electric friends
                                                                                                                                                                                                                          • Figure 59: Ownership of cooker, oven or microwave, by appliances likely to replace in the next 12 months, September 2012
                                                                                                                                                                                                                      • The Consumer – Factors Influencing Purchases

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                            • Figure 60: Features considered important when buying a cooker or microwave, 2011 and 2012
                                                                                                                                                                                                                          • Financially mean, not environmentally green
                                                                                                                                                                                                                            • Figure 61: Consumers who look for energy efficiency when buying a cooker or microwave, by age, September 2012
                                                                                                                                                                                                                          • Self-cleaning on the wane
                                                                                                                                                                                                                            • Co-ordinating is so over?
                                                                                                                                                                                                                              • The design contingent
                                                                                                                                                                                                                                  • Figure 62: Consumers who look for stylish design or a product which matches their kitchen when buying a cooker or microwave, by age, September 2012
                                                                                                                                                                                                                                • The lifetime relationship
                                                                                                                                                                                                                                  • Feature profiling
                                                                                                                                                                                                                                    • Figure 63: Consumers who look for selected features when buying a cooker or microwave, by age and gender September 2012
                                                                                                                                                                                                                                  • Low incomes and large capacities
                                                                                                                                                                                                                                    • Figure 64: Consumers who look for selected features when buying a cooker or microwave, by socio-economic group and tenure, September 2012
                                                                                                                                                                                                                                  • The relationship between ownership and expectations
                                                                                                                                                                                                                                    • Targeting potential buyers in 2012/13
                                                                                                                                                                                                                                    • The Consumer – How Consumers Shop

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                          • Figure 65: How consumers shop for cookers or microwaves, September 2012
                                                                                                                                                                                                                                          • Figure 66: Consumers who browse online for cookers or microwaves, but buy them in-store, September 2012
                                                                                                                                                                                                                                        • Completely virtual
                                                                                                                                                                                                                                          • Figure 67: Consumers who browse online for cookers or microwaves, and buy them online, September 2012
                                                                                                                                                                                                                                        • The showroomers
                                                                                                                                                                                                                                          • Figure 68: Consumers who browse in-store for cookers or microwaves, and buy them online, September 2012
                                                                                                                                                                                                                                        • Keeping it real
                                                                                                                                                                                                                                          • Figure 69: Consumers who browse in -store for cookers or microwaves, and buy in-store, September 2012
                                                                                                                                                                                                                                        • Features influence shopping
                                                                                                                                                                                                                                          • Figure 70: Features considered important when buying a cooker or microwave, by how consumers shop for cookers or microwaves, September 2012
                                                                                                                                                                                                                                          • Figure 71: Ownership of cooker, oven or microwave, by how consumers shop for cookers or microwaves, September 2012
                                                                                                                                                                                                                                      • The Consumer – Purchase Behaviour

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                            • Figure 72: Activities likely to do prior to purchasing a cooker or microwave, September 2012
                                                                                                                                                                                                                                          • Money off
                                                                                                                                                                                                                                            • Figure 73: Activities likely to do prior to purchasing a cooker or microwave, by socio-economic group, September 2012
                                                                                                                                                                                                                                          • Value – not cheap
                                                                                                                                                                                                                                            • Proving their worth
                                                                                                                                                                                                                                              • Figure 74: Activities likely to do prior to purchasing a cooker or microwave, by gender, age, socio-economic group, and tenure, September 2012
                                                                                                                                                                                                                                            • Warranties and after-care
                                                                                                                                                                                                                                              • Shopping habits
                                                                                                                                                                                                                                                • Online research and in-store purchasing
                                                                                                                                                                                                                                                  • Browse and buy online
                                                                                                                                                                                                                                                    • Browse and buy in-store
                                                                                                                                                                                                                                                      • Showroomers
                                                                                                                                                                                                                                                        • Figure 75: How consumers shop for cookers or microwaves, by most popular activities likely to do prior to purchasing a cooker or microwave, September 2012
                                                                                                                                                                                                                                                        • Figure 76: How consumers shop for cookers or microwaves, by next most popular activities likely to do prior to purchasing a cooker or microwave, September 2012
                                                                                                                                                                                                                                                      • Features and ownership and their impact on purchase behaviour
                                                                                                                                                                                                                                                          • Figure 77: Features considered important when buying a cooker or microwave, by most popular activities likely to do prior to purchasing a cooker or microwave, September 2012
                                                                                                                                                                                                                                                          • Figure 78: Features considered important when buying a cooker or microwave, by next most popular activities likely to do prior to purchasing a cooker or microwave, September 2012
                                                                                                                                                                                                                                                      • The Consumer – Target Groups

                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                            • Figure 79: Target group, September 2012
                                                                                                                                                                                                                                                          • Service supporters – 20%
                                                                                                                                                                                                                                                            • Web directed – 18%
                                                                                                                                                                                                                                                              • Maximisers – 18%
                                                                                                                                                                                                                                                                • The bottom line – 44%
                                                                                                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                                                                                                    • Figure 80: Agreement with attitudinal statements regarding cooking, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 81: Agreement with attitudinal statements regarding cooking, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 82: Agreement with attitudinal statements relating to the home, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 83: Agreement with the attitudinal statements, the home, by demographics, 2012
                                                                                                                                                                                                                                                                • Appendix – The Consumer - Ownership and Purchasing Patterns

                                                                                                                                                                                                                                                                    • Figure 84: Ownership of cooking appliances, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 85: Ownership of cooking appliances, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 86: Ownership and purchasing of any free-standing cooker, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 87: Ownership and purchasing of any built-in oven, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 88: Ownership and purchasing of microwave oven, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 89: Ownership and purchasing of electric hob unit, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 90: Ownership and purchasing of electric built-in oven, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 91: Ownership and purchasing of electric cooker (free-standing), by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 92: Ownership and purchasing of gas hob unit, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 93: Ownership and purchasing of gas built-in oven and gas cooker (free-standing), by demographics, 2012
                                                                                                                                                                                                                                                                • Appendix – The Consumer – Purchasing Intentions

                                                                                                                                                                                                                                                                    • Figure 94: Most popular ownership of cooker, oven or microwave, September 2012
                                                                                                                                                                                                                                                                    • Figure 95: Next most popular ownership of cooker, oven or microwave, September 2012
                                                                                                                                                                                                                                                                    • Figure 96: Appliances likely to replace in the next 12 months, September 2012
                                                                                                                                                                                                                                                                    • Figure 97: Most popular appliances considering buying in the next 12 months, September 2012
                                                                                                                                                                                                                                                                    • Figure 98: Next most popular appliances considering buying in the next 12 months, September 2012
                                                                                                                                                                                                                                                                • Appendix – The Consumer – Factors Influencing Purchases

                                                                                                                                                                                                                                                                    • Figure 99: Most popular features considered important when buying a cooker or microwave, September 2012
                                                                                                                                                                                                                                                                    • Figure 100: Next most popular features considered important when buying a cooker or microwave, September 2012
                                                                                                                                                                                                                                                                    • Figure 101: Other features considered important when buying a cooker or microwave, September 2012
                                                                                                                                                                                                                                                                    • Figure 102: Ownership of cooker, oven or microwave, by most popular features considered important when buying a cooker or microwave, September 2012
                                                                                                                                                                                                                                                                    • Figure 103: Ownership of cooker, oven or microwave, by next most popular features considered important when buying a cooker or microwave, September 2012
                                                                                                                                                                                                                                                                    • Figure 104: Ownership of cooker, oven or microwave, by other features considered important when buying a cooker or microwave, September 2012
                                                                                                                                                                                                                                                                    • Figure 105: Appliances considering buying in the next 12 months, by most popular features considered important when buying a cooker or microwave, September 2012
                                                                                                                                                                                                                                                                    • Figure 106: Appliances considering buying in the next 12 months, by next most popular features considered important when buying a cooker or microwave, September 2012
                                                                                                                                                                                                                                                                    • Figure 107: Appliances considering buying in the next 12 months, by other features considered important when buying a cooker or microwave, September 2012
                                                                                                                                                                                                                                                                • Appendix – The Consumer – How Consumers Shop

                                                                                                                                                                                                                                                                    • Figure 108: How consumers shop for cookers or microwaves, September 2012
                                                                                                                                                                                                                                                                • Appendix – The Consumer – Purchase Behaviour

                                                                                                                                                                                                                                                                    • Figure 109: Most popular activities likely to do prior to purchasing a cooker or microwave, September 2012
                                                                                                                                                                                                                                                                    • Figure 110: Next most popular activities likely to do prior to purchasing a cooker or microwave, September 2012
                                                                                                                                                                                                                                                                • Appendix – The Consumer - Target Groups

                                                                                                                                                                                                                                                                    • Figure 111: Target groups, by demographics, September 2012

                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                • Beko UK Ltd
                                                                                                                                                                                                                                                                • Belling Appliances
                                                                                                                                                                                                                                                                • BSH Home Appliances Corporation [Bosch]
                                                                                                                                                                                                                                                                • Candy Group
                                                                                                                                                                                                                                                                • Combined Independents Holdings Ltd
                                                                                                                                                                                                                                                                • Electrolux
                                                                                                                                                                                                                                                                • Gaggenau
                                                                                                                                                                                                                                                                • Glen Dimplex UK Ltd
                                                                                                                                                                                                                                                                • Hoover Ltd
                                                                                                                                                                                                                                                                • Hotpoint Appliances
                                                                                                                                                                                                                                                                • Indesit Company
                                                                                                                                                                                                                                                                • LG Electronics (UK)
                                                                                                                                                                                                                                                                • Matsushita Electric Industrial Co., Ltd.
                                                                                                                                                                                                                                                                • Morphy Richards Ltd
                                                                                                                                                                                                                                                                • Neff
                                                                                                                                                                                                                                                                • Panasonic
                                                                                                                                                                                                                                                                • Robert Bosch GmbH
                                                                                                                                                                                                                                                                • Sharp Electronics (UK) Ltd
                                                                                                                                                                                                                                                                • Siemens plc
                                                                                                                                                                                                                                                                • Whirlpool Corporation
                                                                                                                                                                                                                                                                • Zanussi

                                                                                                                                                                                                                                                                Ovens and Microwaves - UK - November 2012

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