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Ranges, Ovens, Cooktops and Microwaves - US - October 2014

“While external economic factors are lifting the category as a whole, manufacturers and retailers can gain competitive advantage by catering to a wide variety of lifestyle needs. For many, especially aging Boomers, healthy, fresh eating is an increasingly compelling concern. Younger adults, on the other hand, may see a new cooking appliance as an opportunity to explore new cuisines.”
– John Owen, Senior Household Analyst

This report discusses the following key topics:

  • Healthy start for aging Boomers
  • The next generation of appliance shoppers
  • Reimaging the microwave

Continued improvement in the overall economy and in the real estate and home renovation markets has helped to reinvigorate sales growth in the nearly $8 billion market for major cooking appliances. Improving economic conditions are also expected to propel further market growth in coming years. In addition, manufacturers and retailers can accelerate sales and share growth by designing and marketing appliances to fit with an increasingly diverse array of lifestyle and life-stage needs. Growing interest in healthy eating and fresh foods, the desire for culinary exploration, and the ever-more-pressing need for simplicity and speed can all factor into purchase decisions for ranges, ovens, cooktops, and microwaves.

This report builds on the analysis presented in Mintel’s Stoves, Ranges and Ovens – US, October 2009. This repot focuses on the US market for gas and electric ranges, ovens and cooktops, and microwave ovens. Included are freestanding, built-in, and surface cooking units. Microwaves include both counter-top and over-the-range models.

This report includes purchases made by consumers, and excludes purchases made by institutions/organizations, businesses, home builders/developers, government agencies, and other non-consumers. Used and rented appliances are also excluded as well as smaller, counter-top electric cooking appliances such as toaster ovens, rice cookers or slow cookers.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Improvement in economy and housing bolsters market
                          • Figure 1: Total US sales and fan chart forecast of ranges, ovens, cooktops, and microwaves, at current prices, 2009-19
                        • Remodeling trends higher, creating more opportunities for appliance sales
                          • Figure 2: BuildFax Remodeling Index, 2008-14
                        • Ranges, ovens, and cooktops outpacing microwaves
                          • Figure 3: Total US retail sales of ranges, ovens, cooktops, and microwaves by segment, at current prices, 2012 and 2014
                        • Ownership widespread, but purchase infrequent
                          • Figure 4: Ownership and recency of acquisition of cooking appliances, July 2014
                        • Discretionary factors especially important in driving cooking appliance purchases
                          • Figure 5: Top reasons for most recent purchases of cooking appliances, July 2014
                        • Energy efficiency on appliance shoppers’ radars
                          • Style near the top on the list of must-have features
                            • Figure 6: Interest in oven or range features, July 2014
                          • Especially among older adults, healthy eating could motivate purchase
                            • Culinary exploration could serve as a motivation for younger adults
                              • Figure 7: Attitudes toward cooking and cooking appliances, by age, July 2014
                            • Rotating plate a must for microwaves, other features more likely to be optional
                              • Figure 8: Interest in microwave features, July 2014
                            • Microwaves play a supporting role; taste and health remain issues
                              • Figure 9: Attitudes and behaviors concerning microwaves, July 2014
                            • What we think
                            • Issues and Insights

                                • Healthy start for aging Boomers
                                  • The issues
                                    • The implications
                                      • The next generation of appliance shoppers
                                        • The issues
                                          • The implications
                                            • Reimaging the microwave
                                              • The issues
                                                • The implications
                                                • Trend Application

                                                    • Trend: FSTR HYPR
                                                      • Trend: Make it Mine
                                                        • Trend: Help Me Help Myself
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sales and forecast of ranges, ovens, cooktops, and microwaves
                                                              • Figure 10: Total US retail sales and forecast of ranges, ovens, cooktops, and microwaves, at current prices, 2009-19
                                                              • Figure 11: Total US sales and forecast of ranges, ovens, cooktops, and microwaves, at inflation-adjusted prices, 2009-19
                                                            • Continued improvement in economy and housing will boost market
                                                              • Figure 12: Total US sales and fan chart forecast of ranges, ovens, cooktops, and microwaves, at current prices, 2009-19
                                                            • Forecast methodology
                                                            • Market Drivers

                                                              • Discretionary factors especially important for cooking appliances
                                                                • Figure 13: Top reasons for most recent purchases of cooking appliances, April 2014
                                                              • Industry competitors see key drivers remaining strong
                                                                • Housing market builds momentum in 2013, holds on in 2014
                                                                  • Figure 14: New and existing home sales, 2009-13
                                                                • Remodeling trends higher, creating more opportunities for appliance sales
                                                                  • Figure 15: BuildFax Remodeling Index, 2008-14
                                                                • Increasing stability in consumer confidence could help market
                                                                  • Figure 16: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2009-14
                                                                • Homeownership rate declines, especially among younger adults
                                                                  • Figure 17: First quarter homeownership rate, by age of householder, 2007-14
                                                                • More households, but households getting smaller
                                                                  • Figure 18: Households, by presence of own children, 2003-13
                                                                  • Figure 19: Household size, 2003-13
                                                              • Segment Performance

                                                                • Key points
                                                                  • Ranges, ovens, and cooktops outpacing microwaves
                                                                    • Figure 20: Total US retail sales of ranges, ovens, cooktops, and microwaves by segment, at current prices, 2012 and 2014
                                                                  • Ranges, ovens, and cooktops gain momentum on real estate, remodeling
                                                                    • Figure 21: Total US sales and forecast of ranges, ovens, and cooktops, at current prices, 2009-19
                                                                  • Microwave sales more closely related to replacement
                                                                    • Figure 22: Total US sales and forecast of microwaves, at current prices, 2009-19
                                                                • Leading Companies

                                                                  • Whirlpool
                                                                    • Electrolux
                                                                      • GE Appliances
                                                                        • Samsung
                                                                          • LG
                                                                            • Haier
                                                                              • Panasonic
                                                                                • Sharp
                                                                                • Innovations and Innovators

                                                                                  • Connectivity – “smart appliances”
                                                                                    • LG HomeChat
                                                                                      • GE Brillion
                                                                                        • Feature focus
                                                                                          • Convenience and time savings
                                                                                            • Cooking performance
                                                                                            • Marketing Strategies

                                                                                              • LG “Mom Confessions” puts a twist on time savings and convenience
                                                                                                • Figure 23: LG “Hot Cookies” television ad, 2014
                                                                                              • The new Maytag Man an effort to personify dependability
                                                                                                • Figure 24: Maytag “Cookin’ with Maytag” television ad, 2014
                                                                                              • KitchenAid “So Much More” campaign targets serious cooks
                                                                                                • Figure 25: KitchenAid “So Much More” television ad, 2013
                                                                                            • Ownership and Acquisition

                                                                                              • Key points
                                                                                                • Ownership widespread, but purchase infrequent
                                                                                                  • Figure 26: Ownership and recency of acquisition of cooking appliances, July 2014
                                                                                                • Young adults report purchase of a wider range of cooking appliances
                                                                                                  • Figure 27: Purchased cooking appliances, by age, July 2014
                                                                                                • Higher-income households likely to have purchased more appliances
                                                                                                  • Figure 28: Purchased cooking appliances, by household income, July 2014
                                                                                              • Reasons for Most Recent Purchases

                                                                                                • Key points
                                                                                                  • Breakdown of a previous model a top reason for purchases…
                                                                                                    • …but a variety of other factors come into play
                                                                                                      • Figure 29: Reasons for most recent purchases of cooking appliances, July 2014
                                                                                                    • Oven or oven/cooktop
                                                                                                      • High-income consumers more likely to cite discretionary motivations
                                                                                                        • Figure 30: Reasons for most recent purchase of an oven or oven/cooktop, by household income, July 2014
                                                                                                      • Discretionary factors drive recent purchases
                                                                                                        • Figure 31: Reasons for most recent purchase of an oven or oven/cooktop, by recency of purchase, July 2014
                                                                                                      • Stand-alone cooktops
                                                                                                        • Recovery in housing and renovation appears to be driving sales
                                                                                                          • Figure 32: Reasons for most recent purchase of a stand-alone cooktop, by recency of purchase, July 2014
                                                                                                        • Microwaves
                                                                                                          • Higher-income purchasers more likely to emphasize style
                                                                                                            • Figure 33: Reasons for most recent purchase of a microwave, by household income, July 2014
                                                                                                        • Interest in Oven or Range Features

                                                                                                          • Key points
                                                                                                            • Energy efficiency on appliance shoppers’ radars
                                                                                                              • Style near the top on the list of must-have features
                                                                                                                • Figure 34: Interest in oven or range features, July 2014
                                                                                                              • Young adults look for convenience and connection
                                                                                                                • Figure 35: Interest in oven or range features, must have, by age, July 2014
                                                                                                              • Higher-income shoppers demand complementary styling
                                                                                                                • Figure 36: Interest in oven or range features, must have, by household income, July 2014
                                                                                                            • Attitudes toward Cooking and Cooking Appliances

                                                                                                              • Key points
                                                                                                                • Especially among older adults, healthy eating could motivate purchase
                                                                                                                  • Culinary exploration could serve as a motivation for younger adults
                                                                                                                    • Figure 37: Attitudes toward cooking and cooking appliances, by age, July 2014
                                                                                                                • Interest in Microwave Features

                                                                                                                  • Key points
                                                                                                                    • Rotating plate a must, other features more likely to be optional
                                                                                                                      • Figure 38: Interest in microwave features, July 2014
                                                                                                                    • Big households likely to appreciate customizable settings, large capacity
                                                                                                                      • Figure 39: Interest in microwave features, must have, by household size, July 2014
                                                                                                                  • Attitudes and Behaviors Concerning Microwaves

                                                                                                                    • Key points
                                                                                                                      • Microwaves play a supporting role; taste and health remain issues
                                                                                                                        • Opportunity to elevate the importance of microwaves
                                                                                                                          • Young adults somewhat more likely to use microwave primarily
                                                                                                                            • Figure 40: Attitudes and behaviors concerning microwaves, by age, July 2014
                                                                                                                        • Race and Hispanic origin

                                                                                                                          • Hispanics more likely to be motivated by new features, conservation
                                                                                                                            • Figure 41: Reasons for most recent purchase of an oven or oven/cooktop, by race/Hispanic origin, July 2014
                                                                                                                          • Convenience and capacity especially important to Hispanics
                                                                                                                            • Figure 42: Interest in oven or range features, must have, by race/Hispanic origin, July 2014
                                                                                                                          • Hispanics motivated to cook healthy and improve their skills
                                                                                                                            • Figure 43: Attitudes toward cooking and cooking appliances, by race/Hispanic origin, July 2014
                                                                                                                          • Replacement most common reason for microwave purchase in all groups
                                                                                                                            • Figure 44: Reasons for most recent purchase of a microwave, by race/Hispanic origin, July 2014
                                                                                                                          • Preset controls, capacity interest Black, Hispanic microwave shoppers
                                                                                                                            • Figure 45: Interest in oven or range features, must have, by race/Hispanic origin, July 2014
                                                                                                                          • Microwave not a primary cooking appliance in any group
                                                                                                                            • Figure 46: Attitudes and behaviors concerning microwaves, by race/Hispanic origin, July 2014
                                                                                                                        • Custom Consumer Groups

                                                                                                                          • Age and income
                                                                                                                            • Figure 47: Purchased cooking appliances, by age and household income, July 2014
                                                                                                                          • Affluent young adults cite a wide variety of purchase motivations
                                                                                                                            • Figure 48: Reasons for most recent purchase of an oven or oven/cooktop, by age and household income, July 2014
                                                                                                                          • A wide variety of oven/range features must-haves for young affluents
                                                                                                                            • Figure 49: Interest in oven or range features, must have, by age and household income, July 2014
                                                                                                                            • Figure 50: Interest in microwave features, must have, by age and household income, July 2014
                                                                                                                          • Affluent young adults see better range as path to better cooking skills
                                                                                                                            • Figure 51: Attitudes and behaviors concerning ovens, stoves, and cooktops, by age and household income, July 2014
                                                                                                                          • Affluent young adults more likely to view microwaves as a primary appliance
                                                                                                                            • Figure 52: Attitudes and behaviors concerning microwaves, by age and household income, July 2014
                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                          • Purchased cooking appliances
                                                                                                                            • Figure 53: Purchased cooking appliances, by race/Hispanic origin, July 2014
                                                                                                                          • Cooking appliances purchased in past two years
                                                                                                                            • Figure 54: Cooking appliances purchased in past two years, by age, July 2014
                                                                                                                            • Figure 55: Cooking appliances purchased in past two years, by household income, July 2014
                                                                                                                            • Figure 56: Cooking appliances purchased in past two years, by household size, July 2014
                                                                                                                            • Figure 57: Cooking appliances purchased in past two years, by race/Hispanic origin, July 2014
                                                                                                                          • Reasons for most recent purchase of an oven or oven/cooktop
                                                                                                                            • Figure 58: Reasons for most recent purchase of an oven or oven/cooktop, by age, July 2014
                                                                                                                            • Figure 59: Reasons for most recent purchase of an oven or oven/cooktop, by household size, July 2014
                                                                                                                          • Reasons for most recent purchase of a stand-alone cooktop
                                                                                                                            • Figure 60: Reasons for most recent purchase of a stand-alone cooktop, by age, July 2014
                                                                                                                            • Figure 61: Reasons for most recent purchase of a stand-alone cooktop, by household income, July 2014
                                                                                                                            • Figure 62: Reasons for most recent purchase of a stand-alone cooktop, by household size, July 2014
                                                                                                                          • Reasons for most recent purchase of a microwave
                                                                                                                            • Figure 63: Reasons for most recent purchase of a microwave, by household size, July 2014
                                                                                                                            • Figure 64: Reasons for most recent purchase of a microwave, by microwave purchasers by recency of purchase, July 2014
                                                                                                                          • Reasons for most recent purchase of a microwave
                                                                                                                            • Figure 65: Interest in oven or range features, must have, by household size, July 2014
                                                                                                                          • Attitudes and behaviors concerning microwaves
                                                                                                                            • Figure 66: Attitudes and behaviors concerning microwaves, by household size, July 2014
                                                                                                                            • Figure 67: Attitudes and behaviors concerning microwaves, by household income, July 2014
                                                                                                                        • Appendix – Trade Association

                                                                                                                          Companies Covered

                                                                                                                          • Association of Home Appliance Manufacturers
                                                                                                                          • Electrolux Home Products - North America
                                                                                                                          • General Electric Company
                                                                                                                          • Hotpoint Appliances
                                                                                                                          • LG Electronics Inc (USA)
                                                                                                                          • Maytag Corporation
                                                                                                                          • Panasonic Corporation of North America
                                                                                                                          • Samsung Electronics (USA)
                                                                                                                          • Sears Holdings Corporation
                                                                                                                          • Whirlpool Corporation

                                                                                                                          Ranges, Ovens, Cooktops and Microwaves - US - October 2014

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