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White Goods - UK - April 2010

The white goods sector has been hit hard by the dual impact of the recession and a slump in the housing market, with sales declining sharply in both 2008 and 2009. However, following two very tough years, a return to a positive growth cycle is long overdue and there were signs towards the end of 2009 of a partial recovery in sales. The big question is, will this recovery be able to be sustained into 2010, particularly given the uncertain economic outlook following the general election?

  • When replacing white goods, the key concern for consumers is reducing future household bills: more than two-thirds of adults look for higher energy-efficiency rating when choosing white goods, with 45% looking for appliances that run on less water.
  • More ‘intelligent’ technology that makes cooking and household chores easier and produces better results is being incorporated into appliances. One in four adults (12 million) would like technology that selects the best settings/times for cooking, washing, etc, while self-cleaning ovens (48%) and quicker wash cycles (44%) are also in demand.
  • The multichannel combination of website and stores needs to be developed so both inject more excitement and put more emphasis on ‘showcasing’ products. Four in ten use the internet to compare prices and then buy in store, one in five make comparisons online and buy on the internet, and one in eight look around the shops first and then buy online.
  • Thirty percent of adults wait for the sales to get a better product for their budget. Retailers should communicate with those consumers who wait for the sales by sending them information about the best upcoming deals or inviting them to preview events.
  • Building and retaining brand trust is crucial in the white goods market. Half the adult population stick to well-known brands that they trust, but only one in eight stick to the same brand for most of their large kitchen appliances.
  • Stores need staff to engage more with customers through better knowledge of the products backed up by in-store working appliances that bring the Apple store experience to the white goods market. More than a quarter of adults prefer to talk to staff about products before buying.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Driving replacement through energy efficiency
              • Engaging more with consumers
                • Save time to make time (for the things that really matter)
                  • The appliances have feelings, too…
                  • Market in Brief

                    • Signs of recovery in late 2009
                      • Relying on pent-up replacement demand
                        • Prices on an upward trend
                          • Plenty of innovation to help drive demand
                            • And plenty of research going on before buying
                              • No getting away from the sales
                                • Importance of brand reputation
                                • Internal Market Environment

                                  • Key points
                                    • Ownership of white goods
                                      • Figure 1: Ownership of large domestic kitchen appliances, 2005-09
                                    • Price inflation/deflation
                                      • Figure 2: Consumer Price Indices for large domestic appliances (white goods), 2008-09
                                    • Foreign trade in white goods
                                      • Figure 3: Imports and exports (and trade balance) for white goods, UK, 2005-09
                                      • Figure 4: Major sources of imports of large domestic appliances to the UK, 2005-09
                                    • Kitchens market a driver for sales
                                      • Figure 5: UK consumer expenditure on kitchens*, 2004-09
                                    • Replacement of old appliances
                                      • Energy labelling
                                      • Broader Market Environment

                                        • Key points
                                          • Recession hits retail sales
                                            • Figure 6: Year-on-year change in retail sales value, by category, 2007-09
                                          • Weak housing market has big impact
                                            • Figure 7: Number of UK residential property transactions*, seasonally adjusted, 2005 -09
                                          • Growth in households good for growth
                                            • Figure 8: Trends in UK households, by size, 2005-15
                                          • Key home formation group set to grow
                                            • Figure 9: Trends in the age structure of the UK population, 2005-15
                                            • Figure 10: Trends in adult population, by socio-economic group, 2005-15
                                          • Internet is a key element of the buying process
                                            • Figure 11: British internet penetration at home/work/place of study or elsewhere, by demographics, 2002-09
                                          • Interest in cooking gives a boost to appliances
                                            • Figure 12: Agreement with attitudinal statements, 2005-09
                                        • Competitive Context

                                          • Key points
                                            • White goods suffer more than most household sectors
                                              • Figure 13: Comparison of white goods to other household goods markets, 2005-09
                                            • Signs of some return of consumer confidence
                                              • Figure 14: Expenditure priorities, 2007-10
                                          • Strengths and Weaknesses in the Market

                                            • Strengths
                                              • Weaknesses
                                              • Who’s Innovating?

                                                • Key points
                                                  • Energy and water efficiency
                                                    • Size and flexibility
                                                      • Intelligent/sensor technology
                                                        • Induction cooking and controllability
                                                          • Use of steam
                                                            • Faster cycles
                                                              • Other product features
                                                                • Styling and colours
                                                                  • Dynamic demand technology
                                                                    • Showcasing white goods
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Slump in sales linked to recession and housing market
                                                                          • Figure 15: UK retail volume and value sales of white goods, 2005-15
                                                                        • Need for replacement will ensure at least some recovery
                                                                        • Market Segmentation

                                                                          • Key points
                                                                            • Cookers and microwaves
                                                                              • Figure 16: UK retail value and volume sales of cookers and microwaves, 2005-15
                                                                            • Fridges and freezers
                                                                              • Figure 17: UK retail value and volume sales of fridges and fridge-freezers, 2005-15
                                                                              • Figure 18: UK retail value and volume sales of freezers, 2005-15
                                                                            • Laundry appliances and dishwashers
                                                                              • Figure 19: UK retail value and volume sales of laundry appliances, 2005-15
                                                                              • Figure 20: UK retail value and volume sales of dishwashers, 2005-15
                                                                          • Market Shares

                                                                            • Key points
                                                                              • Cooking appliances
                                                                                • Figure 21: Estimated UK manufacturers’ shares for gas and electric cooking appliances, by volume, 2008-09
                                                                              • Fridges and freezers
                                                                                • Figure 22: Estimated UK manufacturers’ shares for fridges/fridge-freezers, by volume, 2008-09
                                                                                • Figure 23: Estimated UK manufacturers’ shares for freezers, by volume, 2008-09
                                                                              • Laundry appliances
                                                                                • Figure 24: Estimated UK manufacturers’ shares for washing machines (including washer-dryers), by volume, 2008-09
                                                                                • Figure 25: Estimated UK manufacturers’ shares for clothes dryers, by volume, 2008-09
                                                                              • Dishwashers
                                                                                • Figure 26: Estimated UK manufacturers’ shares for dishwashers, by volume, 2007-08
                                                                            • Companies and Brands

                                                                              • Major players
                                                                                • Beko Plc
                                                                                    • Figure 27: Beko plc, financial performance, 2007 and 2008
                                                                                  • BSH Group
                                                                                      • Figure 28: BSH Home Appliances, financial performance, 2007 and 2008
                                                                                    • Candy/Hoover
                                                                                        • Figure 29: Hoover Ltd, financial performance, 2007 and 2008
                                                                                      • Electrolux Group
                                                                                          • Figure 30: Electrolux plc, financial performance, 2007 and 2008
                                                                                        • Glen Dimplex Home Appliances
                                                                                            • Figure 31: Glen Dimplex Home Appliances, financial performance, 2008 and 2009
                                                                                          • Indesit
                                                                                              • Figure 32: Indesit UK, financial performance, 2007 and 2008
                                                                                            • LG Electronics
                                                                                                • Figure 33: LG Electronics UK, financial performance, 2007 and 2008
                                                                                              • Panasonic
                                                                                                  • Figure 34: Panasonic UK, financial performance, 2008 and 2009
                                                                                                • Sharp Electronics
                                                                                                    • Figure 35: Sharp Electronics UK, financial performance, 2007 and 2008
                                                                                                  • Whirlpool
                                                                                                      • Figure 36: Whirlpool UK, financial performance, 2007 and 2008
                                                                                                    • Other companies
                                                                                                    • Brand Elements

                                                                                                      • Key points
                                                                                                        • Brand map
                                                                                                            • Figure 37: Attitudes towards and usage of white goods brands, February 2010
                                                                                                          • Brand qualities of white goods brands
                                                                                                            • Hotpoint leads market, but Bosch has best image
                                                                                                              • Figure 38: Personalities of various white goods brands, February 2010
                                                                                                            • Experience of white goods brands
                                                                                                              • Hotpoint most popular, Electrolux getting tired
                                                                                                                • Figure 39: Consumer usage of various white goods brands, February 2010
                                                                                                              • Brand consideration for white goods brands
                                                                                                                • Bosch most considered, but value a turn-off?
                                                                                                                  • Figure 40: Consideration of various white goods brands, February 2010
                                                                                                                • Brand satisfaction for white goods brands
                                                                                                                  • Premium pays
                                                                                                                    • Figure 41: Satisfaction with various white goods brands, February 2010
                                                                                                                  • Brand commitment to white goods brands
                                                                                                                    • Miele and Bosch have highest loyalty
                                                                                                                      • Figure 42: Commitment to various white goods brands, February 2010
                                                                                                                    • Brand intentions for white goods brands
                                                                                                                      • Bosch has best retention
                                                                                                                        • Figure 43: Future usage intentions for various white goods brands, February 2010
                                                                                                                      • Brand recommendation for white goods brands
                                                                                                                        • Miele and Bosch most recommended
                                                                                                                          • Figure 44: Recommendation of various white goods brands, February 2010
                                                                                                                        • Hotpoint
                                                                                                                          • What the consumer thinks
                                                                                                                            • Figure 45: Attitudes towards the Hotpoint brand, February 2010
                                                                                                                          • Beko
                                                                                                                            • What the consumer thinks
                                                                                                                              • Figure 46: Attitudes towards the Beko brand, February 2010
                                                                                                                            • Whirlpool
                                                                                                                              • What the consumer thinks
                                                                                                                                • Figure 47: Attitudes towards the Whirlpool brand, February 2010
                                                                                                                              • Bosch
                                                                                                                                • What the consumer thinks
                                                                                                                                  • Figure 48: Attitudes towards the Bosch brand, February 2010
                                                                                                                              • Channels to Market

                                                                                                                                • Key points
                                                                                                                                  • Electrical chains focus on larger outlets and online
                                                                                                                                    • Figure 49: UK retail value sales of white goods, by outlet, 2007-09
                                                                                                                                  • Expanding ranges from non-specialists
                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                    • Key points
                                                                                                                                      • Slump in advertising of white goods
                                                                                                                                        • Figure 50: Main media above-the-line advertising expenditure on white goods, 2006-09
                                                                                                                                        • Figure 51: Main media above-the-line advertising expenditure on white goods, by advertiser, 2006-09
                                                                                                                                        • Figure 52: Main media above-the-line advertising on white goods, by media type, 2009
                                                                                                                                    • Consumer Purchasing Patterns

                                                                                                                                      • Key points
                                                                                                                                        • Gas the most popular choice for hobs
                                                                                                                                            • Figure 53: Ownership and purchasing of electric and gas hob units, 2005-09
                                                                                                                                          • Economic downturn hits ovens market
                                                                                                                                              • Figure 54: Ownership and purchasing of electric and gas built-in ovens, 2005-09
                                                                                                                                            • Freestanding gas cookers losing out
                                                                                                                                                • Figure 55: Ownership and purchasing of electric and gas freestanding cookers, 2005-09
                                                                                                                                              • Microwave ovens a mature market
                                                                                                                                                  • Figure 56: Ownership and purchasing of microwave ovens, 2005-09
                                                                                                                                                • Fridge-freezers increasingly dominant
                                                                                                                                                    • Figure 57: Ownership and purchasing of fridges and freezers, 2005-09
                                                                                                                                                  • Replacement drives sales of washing machines
                                                                                                                                                      • Figure 58: Ownership and purchasing of laundry appliances, 2005-09
                                                                                                                                                    • Dishwashers still have more growth potential
                                                                                                                                                        • Figure 59: Ownership and purchasing of dishwashers, 2005-09
                                                                                                                                                    • Most Important Product Features

                                                                                                                                                      • Key points
                                                                                                                                                        • Energy efficiency high on the agenda
                                                                                                                                                          • Figure 60: Most important product features when choosing white goods, January 2010
                                                                                                                                                        • Helping to save time on household chores
                                                                                                                                                          • Reducing noise levels
                                                                                                                                                            • Smart technology starting to take off
                                                                                                                                                              • Larger capacity to reduce number of loads
                                                                                                                                                                • Lower interest in other features
                                                                                                                                                                • Buying Behaviour

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Plenty of research going on before buying
                                                                                                                                                                      • Figure 61: Buying behaviour when shopping for large kitchen appliances, January 2010
                                                                                                                                                                    • Buying in-store still the preferred option
                                                                                                                                                                      • Product reviews also part of the research
                                                                                                                                                                        • Consumers looking for the best deal
                                                                                                                                                                          • Service still important consideration
                                                                                                                                                                          • Attitudes and Buying Intentions

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Brand reputation counts for a lot
                                                                                                                                                                                • Figure 62: Attitudes and buying intentions, January 2010
                                                                                                                                                                              • Few exclusively brand loyal for white goods
                                                                                                                                                                                • Energy efficiency increasingly to the fore
                                                                                                                                                                                  • More than a third reject throwaway culture
                                                                                                                                                                                    • New kitchens a major trigger to buying
                                                                                                                                                                                    • Target Groups

                                                                                                                                                                                      • Key points
                                                                                                                                                                                          • Figure 63: Target buying groups for white goods, January 2010
                                                                                                                                                                                        • Service Focused (14%)
                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                            • Multichannel Buyers (12%)
                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                • Value Seekers (13%)
                                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                                    • Online Researchers (13%)
                                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                                        • Apathetic (48%)
                                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                                                                              • Figure 64: Ownership of electric and gas cooking appliances, by demographics, 2009
                                                                                                                                                                                                              • Figure 65: Ownership of microwave ovens and fridges and freezers, by demographics, 2009
                                                                                                                                                                                                              • Figure 66: Ownership of laundry and dishwashing appliances, by demographics, 2009
                                                                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                                                                              • Figure 67: Agreement with attitudinal statements about the home and cooking, by demographics, 2009
                                                                                                                                                                                                              • Figure 68: Agreement with attitudinal statements about gadgets and appliances, environmentally-friendly products and energy use, by demographics, 2009
                                                                                                                                                                                                          • Appendix – Consumer Purchasing Patterns

                                                                                                                                                                                                              • Figure 69: Electric and gas cooking appliances bought in last 12 months, by demographics, 2009
                                                                                                                                                                                                              • Figure 70: Microwave ovens and fridges and freezers bought in last 12 months, by demographics, 2009
                                                                                                                                                                                                              • Figure 71: Laundry and dishwashing appliances bought in last 12 months, by demographics, 2009
                                                                                                                                                                                                          • Appendix – Most Important Product Features

                                                                                                                                                                                                              • Figure 72: Product features important when choosing white goods, by demographics, January 2010
                                                                                                                                                                                                              • Figure 73: Product features important when choosing white goods, by demographics, January 2010
                                                                                                                                                                                                              • Figure 74: Product features important when choosing white goods, by demographics, January 2010
                                                                                                                                                                                                          • Appendix – Buying Behaviour

                                                                                                                                                                                                              • Figure 75: Shopping behaviour and preferences when buying large kitchen appliances, by demographics, January 2010
                                                                                                                                                                                                              • Figure 76: Shopping behaviour and preferences when buying large kitchen appliances, by demographics, January 2010
                                                                                                                                                                                                          • Appendix – Attitudes and Buying Intentions

                                                                                                                                                                                                              • Figure 77: Attitudes and buying intentions, by demographics, January 2010
                                                                                                                                                                                                              • Figure 78: Attitudes and buying intentions, by demographics, January 2010
                                                                                                                                                                                                          • Appendix – Target Groups

                                                                                                                                                                                                              • Figure 79: Shopping behavior and preferences when buying large kitchen appliances, by target groups, January 2010
                                                                                                                                                                                                              • Figure 80: Target groups on shopping behaviour and preferences when buying large kitchen appliances, by demographics, January 2010

                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                          • Argos
                                                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                                                          • Beko UK Ltd
                                                                                                                                                                                                          • British Market Research Bureau (BMRB)
                                                                                                                                                                                                          • BSH Home Appliances Corporation [Bosch]
                                                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                                                          • Currys
                                                                                                                                                                                                          • Electrolux
                                                                                                                                                                                                          • Energy Saving Trust
                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                          • General Electric Company
                                                                                                                                                                                                          • Gfk NOP
                                                                                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                                                                                          • Home Retail Group
                                                                                                                                                                                                          • Hoover Ltd
                                                                                                                                                                                                          • Indesit Company
                                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                                          • John Lewis Plc (department store)
                                                                                                                                                                                                          • LG Electronics (UK)
                                                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                                                          • Maytag Corporation
                                                                                                                                                                                                          • Mercury Appliances Ltd
                                                                                                                                                                                                          • Panasonic
                                                                                                                                                                                                          • Samsung Electronics (UK) Ltd
                                                                                                                                                                                                          • Sanyo Europe Limited
                                                                                                                                                                                                          • Sharp Electronics (UK) Ltd
                                                                                                                                                                                                          • Siemens plc
                                                                                                                                                                                                          • Sony (UK) Ltd
                                                                                                                                                                                                          • Swarovski
                                                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                                                          • Waitrose
                                                                                                                                                                                                          • Whirlpool Corporation
                                                                                                                                                                                                          • Wm Morrison Supermarkets
                                                                                                                                                                                                          • Zanussi

                                                                                                                                                                                                          White Goods - UK - April 2010

                                                                                                                                                                                                          £1,995.00 (Excl.Tax)