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White Goods - UK - April 2015

"Large domestic appliances are not a ‘take home today’ purchase and so most people will order them for home delivery. Plus they are mainly products which have definite specifications, making them easy to find online and for people to compare prices. So online shopping has grown rapidly and we estimate will account for just over half of the market by value in 2015."

- Jane Westgarth, Senior Retail Analyst

This report includes the following issues:

  • Will online shopping spell the end of conventional retailing for white goods?
  • Are people engaged by smart white goods?
  • Will lifestyle changes lead to more diverse demands for white goods?

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive summary

        • 5% growth in spending in 2014
          • Figure 1: Consumer spending on white goods, 2009-19
        • Trend for built-in, combines with fashion for bigger capacities
          • Figure 2: White goods, market segmentation by value, 2014 (est)
        • Competition intensifies for white goods
          • Figure 3: Leading manufacturer shares of white goods, by volume, UK, 2014 (est)
        • Internet shopping takes high share of spending
          • Figure 4: Share of white goods spending, by retailer, 2014 (est)
        • White goods are a household essential
          • Figure 5: Ownership of white goods, January 2015
          • Figure 6: Purchasers of white goods, January 2015
          • Figure 7: First-time buyers of white goods, January 2015
        • Efficiency, brands and customer reviews more influential than the smart home
          • Figure 8: Factors influencing choice of next cooker, January 2015
          • Figure 9: Factors influencing choice of next fridge, January 2015
        • Online presence is vital
          • Figure 10: The shopping process for white goods, January 2015
        • The smart home is becoming a realistic proposition
          • Figure 11: Interest in product innovation, white goods, January 2015
      • Issues & insights

        • Will online shopping spell the end of conventional retailing for white goods?
          • The facts
            • The implications
              • Are people engaged by smart white goods?
                • The facts
                  • The implications
                    • Will lifestyle changes lead to more diverse demands for white goods?
                      • The facts
                        • The implications
                        • The Market – What you need to know

                          • Increased purchasing in 2014
                            • Predicted growth
                              • Fast pace of innovation
                                • Capacity a key battle ground
                                  • More kitchen refurbishment activity
                                    • Trading up to higher specifications
                                      • The internet of things
                                        • Smaller homes boost demand for compact versions
                                          • Advanced features as standard
                                          • Market size and forecast

                                            • Kitchen upgrades boost spend on appliances
                                              • Fast pace of product innovation
                                                • Smart homes become an affordable reality
                                                  • Lifestyle influences
                                                    • Positive outlook
                                                      • Figure 12: forecast of UK value sales of sales of white goods at current and constant 2014 prices, 2009-19
                                                      • Figure 13: forecast of UK value sales of sales of white goods, 2009-19
                                                  • Segment performance

                                                    • Consistent demand for laundry appliances
                                                      • Refrigeration mini-boom
                                                        • Building in the dishwasher
                                                          • Diverse cooker styles
                                                            • Microwaves became commoditised
                                                              • Figure 14: UK retail value sales of white goods, by segment, 2013-14
                                                          • Channels to market

                                                            • Online sales will take over half of white goods spend in 2015
                                                              • Figure 15: Estimated share of white goods spending through online channels, 2012-15
                                                            • Currys invests to become market leader
                                                              • AO has a strong business model
                                                                • Independents finding the going tough
                                                                  • Non-specialists performing well
                                                                    • Argos advances multi-channel capabilities
                                                                      • Retailers likely to get rid of excess space
                                                                        • Figure 16: Share of white goods spending, by retailer, 2014 (est)
                                                                    • Market drivers

                                                                      • Moving to a new home
                                                                        • Figure 17: Length of time in current home, January 2015
                                                                      • 1.2 million homes sold in 2014
                                                                        • Figure 18: Housing transactions, UK, 2010-14
                                                                      • Kitchen refits
                                                                        • Figure 19: Refitting kitchens in the last three years, July 2013 and June 2014
                                                                      • Demographic changes
                                                                      • Key Players – What you need to know

                                                                        • Concentrated supply chain
                                                                          • Intense competition from the Far East
                                                                            • Manufacturers embrace smart innovation
                                                                              • Environmental improvements are high on the list
                                                                                • Improving the in-store experience
                                                                                  • Currys is the largest advertiser
                                                                                  • Suppliers

                                                                                    • Top seven suppliers capture 63% of market volume
                                                                                      • Intensifying competition
                                                                                        • Whirlpool Indesit combination takes them to number one spot
                                                                                          • Beko majors on low prices
                                                                                            • BSH focuses on quality and innovation
                                                                                              • Figure 20: Leading manufacturer shares of white goods, by volume, UK, 2014 (est)
                                                                                            • Multi-branding strategies
                                                                                              • Figure 21: Leading manufacturers of white goods, brands, 2015
                                                                                            • Own-label lines avoid direct price comparisons
                                                                                              • Figure 22: Examples of white goods own-labels, 2015
                                                                                          • Brand research

                                                                                            • What you need to know
                                                                                              • Brand map
                                                                                                • Figure 23: Attitudes towards and usage of selected brands, December 2014 and March 2015
                                                                                              • Key brand metrics
                                                                                                • Figure 24: Key metrics for selected brands, December 2014 and March 2015
                                                                                              • Brand attitudes: Beko is most likely to be noted for value
                                                                                                • Figure 25: Attitudes, by brand, December 2014 and March 2015
                                                                                              • Brand personality: Hotpoint benefits from accessible brand image
                                                                                                • Figure 26: Brand personality – Macro image, December 2014 and March 2015
                                                                                              • Smeg generates associations of expense
                                                                                                • Figure 27: Brand personality – Micro image, December 2014 and March 2015
                                                                                              • Brand analysis
                                                                                                • Bosch combines functionality with style
                                                                                                  • Figure 28: User profile of Bosch, March 2015
                                                                                                • Samsung use expertise in consumer electronics to boost innovative perception
                                                                                                  • Figure 29: User profile of Samsung, December 2014
                                                                                                • John Lewis own-label lacks strong association with reliability that defines the market
                                                                                                  • Figure 30: User profile of John Lewis own-label, March 2015
                                                                                                • Hotpoint’s is thought of as functional and affordable
                                                                                                  • Figure 31: User profile of Hotpoint, March 2015
                                                                                                • AEG lacks the trust of other brands
                                                                                                  • Figure 32: User profile of AEG, March 2015
                                                                                                • Indesit has a similar image to Hotpoint, but is more likely to be seen as more basic
                                                                                                  • Figure 33: User profile of Indesit, March 2015
                                                                                                • Beko’s image of value promotes convenience
                                                                                                  • Figure 34: User profile of Beko, March 2015
                                                                                                • Zanussi struggles to create a strong defined brand image
                                                                                                  • Figure 35: User profile of Zanussi, March 2015
                                                                                                • Perceptions of Smeg’s expense is likely to create an exclusive image
                                                                                                  • Figure 36: User profile of Smeg, March 2015
                                                                                              • Brand communication and promotion

                                                                                                • Declining advertising spend on white goods
                                                                                                  • Figure 37: Main media advertising expenditure on white goods, 2011-14
                                                                                                • Several major businesses cut down on advertising spend
                                                                                                  • Figure 38: Main media advertising expenditure on white goods, by advertiser, 2011-14
                                                                                                • Laundry appliances enjoy the largest ad share
                                                                                                  • Figure 39: Main media advertising expenditure on white goods, by product category, 2011-14
                                                                                                • Television and press advertising dominate
                                                                                                  • Figure 40: Main media advertising expenditure on white goods, by media type, 2014
                                                                                              • Launch activity and innovation

                                                                                                • The Smart Home
                                                                                                  • Figure 41: The Electrolux Let’s Taste app
                                                                                                • Option to use part of the oven
                                                                                                  • Dishwasher with new washing action
                                                                                                    • Maintaining a steady fridge temperature
                                                                                                      • Figure 42: LG’s door-in-door feature
                                                                                                    • Made in Britain
                                                                                                      • Retail innovations
                                                                                                        • Washing machine rental
                                                                                                          • LG invests in shop-in-shops
                                                                                                            • Samsung’s innovation showroom
                                                                                                              • Kitchen concept
                                                                                                              • The Consumer – What you need to know

                                                                                                                • Demand driven by replacement
                                                                                                                  • Young home makers hugely influential
                                                                                                                    • Space restraints limit potential for dishwashers
                                                                                                                      • The most frequent purchase is washing machines
                                                                                                                        • Complex decisions about what to buy
                                                                                                                          • Engage shoppers with multi-channel
                                                                                                                            • Intelligent appliances interest 16-24s
                                                                                                                            • Ownership and purchasing of white goods

                                                                                                                                • Figure 43: Ownership of white goods, January 2015
                                                                                                                                • Figure 44: Ownership of white goods, January 2015
                                                                                                                                • Figure 45: Purchasers of white goods, January 2015
                                                                                                                                • Figure 46: First-time buyers of white goods, January 2015
                                                                                                                            • Factors influencing choice of next cooker

                                                                                                                                • Figure 47: Factors influencing choice of next cooker, January 2015
                                                                                                                              • Factors influencing choice of next fridge
                                                                                                                                • Figure 48: Factors influencing choice of next fridge, January 2015
                                                                                                                            • The shopping process for white goods

                                                                                                                                • Figure 49: The shopping process for white goods, January 2015
                                                                                                                                • Figure 50: The shopping process for white goods, visiting stores and going online, January 2015
                                                                                                                            • Interest in product innovation

                                                                                                                                • Figure 51: Interest in product innovation, white goods, January 2015
                                                                                                                            • Appendix – Data sources and abbreviations

                                                                                                                              • Data sources
                                                                                                                                • Market sizing and segment performance
                                                                                                                                  • Fan chart forecast
                                                                                                                                    • Abbreviations

                                                                                                                                    Companies Covered

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

                                                                                                                                    White Goods - UK - April 2015

                                                                                                                                    US $2,570.96 (Excl.Tax)