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White Goods - UK - June 2009

White goods, like so much other expenditure on the home, has been hit hard by more nervous consumers reining in their discretionary spending due to the knock-on impact of the credit crunch, a collapse in property prices and rising unemployment. But while there has been a slackening of demand, as the UK economy moved into recession, manufacturers and retailers of white goods are also faced with the problem of needing to raise prices, as a result of the rising cost of raw materials and a weaker exchange rate.

Despite these challenges, manufacturers continue to invest in new product development, creating new reasons for reluctant consumers to replace old appliances. Improved energy and water efficiency, and ‘intelligent’ technology features that make cooking, washing and the management of other household tasks easier are just two areas of innovation that will be key to persuading consumers to spend on white goods.

Key themes

  • How seriously are the recession and the slump in the housing market affecting sales of large kitchen appliances?

  • What are the latest innovations in the white goods sector in terms of added features and new technologies?

  • How can manufacturers make the most of the opportunity to educate consumers on the benefits of replacing older models with more energy- and water-efficient appliances?

  • Is design (in terms of look) of appliances becoming more important to consumers as kitchens increasingly become a central room in the home?

  • Is the trend towards more entertaining at home as the recession bites likely to represent an opportunity to increase the penetration of dishwashers, as well as larger cookers/ovens?

  • In terms of size of appliances, which way is the market heading – supersize US-style appliances or more compact appliances for small kitchens?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Bringing white goods to life
              • Make that one mine
                • Home as venue
                  • Savings through replacing old appliances
                  • Market in Brief

                    • Recession hits home
                      • Pressure increases on manufacturers and retailers
                        • Distribution goes multichannel
                          • Energy efficiency rises up agenda
                            • Strong brands and plenty of innovation
                              • Better prospects in the medium term
                              • Internal Market Environment

                                • Key points
                                  • Ownership of white goods
                                    • Figure 1: Ownership of large domestic kitchen appliances, 2004-08
                                  • Price inflation/deflation
                                    • Figure 2: Retail price inflation in white goods, 2004-08
                                  • Foreign trade in white goods
                                    • Figure 3: Imports and exports (and trade balance) for white goods, UK, 2004-08
                                  • Replacement cycles
                                    • Recycling of old appliances
                                      • Energy labelling
                                      • Broader Market Environment

                                        • Key points
                                          • Discretionary spending hit by recession
                                            • Figure 4: Trends in GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
                                          • Slump in the housing market
                                            • Figure 5: UK housing market – number of transactions, average house prices and number of years between moves, 2004-09
                                          • Smaller households, but bigger appliances
                                            • Figure 6: UK households and size of households, 2004, 2009 and 2014
                                          • Numbers in key buying group set to increase
                                            • Figure 7: Structure of the UK population, by age,, 2004, 2009 and 2014
                                            • Figure 8: Structure of the UK population, by socio-economic group, 2004, 2009 and 2014
                                          • Internet penetration
                                            • Figure 9: Internet penetration at home/work/place of study or elsewhere in GB, by gender, age, and socio-economic group, 2003-09
                                          • Lifestyle factors
                                            • Figure 10: Agreement with attitudinal statements, 2004-08
                                        • Competitive Context

                                          • Key points
                                            • Spending on household goods
                                              • Figure 11: Comparison of white goods with other household and technology markets, 2004-08
                                            • Spending priorities
                                              • Figure 12: Expenditure priorities, 2007-09
                                          • Strengths and Weaknesses in the Market

                                            • Strengths
                                              • Weaknesses
                                              • Who’s Innovating?

                                                • Key points
                                                  • Showing intelligence
                                                    • Cooking appliances
                                                      • Washing machines
                                                        • Fridges/freezers
                                                          • Dishwashers
                                                            • Full steam ahead
                                                              • Ovens within an oven
                                                                • Energy-saving benefits of induction cooking
                                                                  • Getting rid of stains and nasty odours
                                                                    • Black is back
                                                                      • From fridges and beyond
                                                                        • Water and energy efficiency
                                                                          • Technology under development
                                                                            • Make it quick
                                                                              • Cleaning made easy
                                                                                • Keeping it quiet in the kitchen
                                                                                  • Let the appliance entertain you
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • Recession and slump in housing market hits home
                                                                                        • Figure 13: Retail value sales of the white goods market, 2004-14
                                                                                      • Larger, quieter, more stylish and energy-efficient
                                                                                        • The future
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Cookers and microwaves
                                                                                              • Figure 14: UK retail sales of cookers and microwaves, by volume and value, 2004-14
                                                                                            • Fridges and freezers
                                                                                              • Figure 15: UK retail sales of fridges and freezers, by volume and value, 2004-14
                                                                                            • Laundry appliances and dishwashers
                                                                                              • Figure 16: UK retail sales of laundry appliances and dishwashers, by volume and value, 2004-14
                                                                                          • Market Shares

                                                                                            • Key points
                                                                                              • Cookers
                                                                                                • Figure 17: Estimated UK manufacturers’ shares for cookers, by volume, 2007 and 2008
                                                                                              • Fridges and freezers
                                                                                                • Figure 18: Estimated UK manufacturers’ shares for fridges/fridge-freezers, by volume, 2007 and 2008
                                                                                                • Figure 19: Estimated UK manufacturers’ shares for freezers, by volume, 2007 and 2008
                                                                                              • Laundry appliances
                                                                                                • Figure 20: Estimated UK manufacturers’ shares for washing machines (including washer-dryers), by volume, 2007 and 2008
                                                                                                • Figure 21: Estimated UK manufacturers’ shares for clothes dryers, by volume, 2007 and 2008
                                                                                              • Dishwashers
                                                                                                • Figure 22: Estimated UK manufacturers’ shares for dishwashers, by volume, 2007 and 2008
                                                                                            • Companies and Brands

                                                                                                • Figure 23: Leading companies in the white goods market and their brands, 2009
                                                                                              • Major players
                                                                                                • Beko
                                                                                                  • BSH Group
                                                                                                    • Candy/Hoover
                                                                                                      • Electrolux Group
                                                                                                        • Indesit
                                                                                                          • Glen Dimplex Home Appliances
                                                                                                            • Panasonic
                                                                                                              • Sharp Electronics
                                                                                                                • Whirlpool
                                                                                                                  • Other companies
                                                                                                                  • Brand Elements

                                                                                                                      • Key points
                                                                                                                        • Brand map
                                                                                                                            • Figure 24: Attitudes and usage of white goods brands, May 2009
                                                                                                                          • Brand qualities of white goods brands
                                                                                                                            • Bosch most efficient, Aga overrated
                                                                                                                              • Figure 25: Personalities of various white goods brands, May 2009
                                                                                                                            • Experience of white goods brands
                                                                                                                              • Hotpoint dominates, but Electrolux lapsing?
                                                                                                                                • Figure 26: Consumer usage of various white goods brands, May 2009
                                                                                                                              • Brand intentions for white goods brands
                                                                                                                                • Electrolux most considered
                                                                                                                                  • Figure 27: Consideration of various white goods brands, May 2009
                                                                                                                                • Brand satisfaction for white goods brands
                                                                                                                                  • Bosch and Miele give highest satisfaction
                                                                                                                                    • Figure 28: Satisfaction with various white goods brands, May 2009
                                                                                                                                  • Brand commitment to white goods brands
                                                                                                                                    • Bosch most recommended
                                                                                                                                      • Figure 29: Commitment to various white goods brands, May 2009
                                                                                                                                    • Hotpoint
                                                                                                                                      • What the consumer thinks
                                                                                                                                        • Figure 30: Attitudes towards the Hotpoint brand, May 2009
                                                                                                                                      • Beko
                                                                                                                                        • What the consumer thinks
                                                                                                                                          • Figure 31: Attitudes towards the Beko brand, May 2009
                                                                                                                                        • Miele
                                                                                                                                          • What the consumer thinks
                                                                                                                                            • Figure 32: Attitudes towards the Miele brand, May 2009
                                                                                                                                          • Bosch
                                                                                                                                            • What the consumer thinks
                                                                                                                                              • Figure 33: Attitudes towards the Bosch brand, May 2009
                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                            • Key points
                                                                                                                                              • Advertising of white goods
                                                                                                                                                • Figure 34: Total main media advertising expenditure on white goods, 2005-08
                                                                                                                                              • Leading advertisers
                                                                                                                                                • Figure 35: Main media advertising expenditure on white goods, by advertiser, 2006-08
                                                                                                                                              • Breakdown by category
                                                                                                                                                • Figure 36: Main media advertsing on white goods, by category, 2006-08
                                                                                                                                              • Breakdown by media
                                                                                                                                                • Figure 37: Main media advertsing on white goods, by media type, 2008
                                                                                                                                              • Generic advertising for large appliances
                                                                                                                                                • Figure 38: Main media advertising expenditure on large appliances ranges/large appliances general, by advertiser, 2005-08
                                                                                                                                                • Figure 39: Main media advertising on large appliances general/large appliances ranges, by media type, 2008
                                                                                                                                            • Channels to Market

                                                                                                                                              • Key points
                                                                                                                                                • Electrical chains go multichannel to maintain share
                                                                                                                                                  • Supermarkets and Argos expand offer
                                                                                                                                                    • Figure 40: Retail distribution of the UK market for white goods, 2006-08
                                                                                                                                                • Consumer Purchasing Patterns

                                                                                                                                                  • Key points
                                                                                                                                                    • Gas for hobs, electric for ovens
                                                                                                                                                        • Figure 41: Purchasing of electric cookers, ovens and hobs, 2004-08
                                                                                                                                                        • Figure 42: Purchasing of gas cookers/hobs, 2004-08
                                                                                                                                                      • Microwaves a mature, replacement-driven market
                                                                                                                                                          • Figure 43: Purchasing of microwaves, 2004-08
                                                                                                                                                        • Fridge-freezers gain at the expense of standalone
                                                                                                                                                            • Figure 44: Purchasing of fridges and freezers, 2004-08
                                                                                                                                                          • Dip in purchasing across laundry and dishwashing
                                                                                                                                                              • Figure 45: Purchasing of laundry appliances and dishwashers, 2004-08
                                                                                                                                                          • Where They Buy and Influences on Brand Choice

                                                                                                                                                            • Key points
                                                                                                                                                              • Sources of purchase for white goods
                                                                                                                                                                • Figure 46: Outlets used for buying large kitchen appliances, March 2009
                                                                                                                                                              • Electrical chains still lead the market
                                                                                                                                                                • Non-specialists increase their presence
                                                                                                                                                                  • Supermarkets a growing threat going forward
                                                                                                                                                                    • Women key purchasers of white goods
                                                                                                                                                                      • Factors important when making choice of brand
                                                                                                                                                                        • Figure 47: Factors important when choosing brand or make of large kitchen appliance, March 2009
                                                                                                                                                                      • Reputation of brand key to success
                                                                                                                                                                        • Proving your eco credentials
                                                                                                                                                                          • Impress your friends with a new appliance
                                                                                                                                                                            • Blending in with the kitchen
                                                                                                                                                                              • Good service has its benefits
                                                                                                                                                                                • Cheapest not always the best option
                                                                                                                                                                                  • Little difference in factors that appeal between retailers
                                                                                                                                                                                    • Figure 48: Factors important when choosing brand or make of large kitchen appliance, by outlets used for buying large kitchen appliances, March 2009
                                                                                                                                                                                • Buying Behaviour and Typologies

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • How consumers shop for white goods
                                                                                                                                                                                      • Figure 49: Shopping behaviour when buying white goods, March 2009
                                                                                                                                                                                    • Price comparisons key to buying process
                                                                                                                                                                                      • Internet now a vital research tool
                                                                                                                                                                                        • Price-comparison sites less popular
                                                                                                                                                                                          • Electrical chains need to be price-competitive
                                                                                                                                                                                            • Figure 50: Shopping behaviour when buying white goods, by outlets used for buying large kitchen appliances, March 2009
                                                                                                                                                                                          • Consumer typologies
                                                                                                                                                                                            • Figure 51: Consumer typologies for buying white goods, March 2009
                                                                                                                                                                                          • Considered shoppers (11%)
                                                                                                                                                                                            • Internet price comparers (15%)
                                                                                                                                                                                              • High street shoppers (16%)
                                                                                                                                                                                                • Apathetic (58%)
                                                                                                                                                                                                  • Figure 52: Outlets used for buying large kitchen appliances, by consumer typologies, March 2009
                                                                                                                                                                                                • What is important to the typologies?
                                                                                                                                                                                                  • Figure 53: Factors important when choosing brand or make of large kitchen appliance, by consumer typologies, March 2009
                                                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                                                  • Figure 54: Ownership of large domestic appliances, by demographics, 2008
                                                                                                                                                                                                  • Figure 55: Ownership of large domestic appliances, by demographics, 2008
                                                                                                                                                                                              • Appendix – Broader Market Environment

                                                                                                                                                                                                  • Figure 56: Agreement with attitudinal statements, by demographics, 2008
                                                                                                                                                                                              • Appendix – Consumer Purchasing Patterns

                                                                                                                                                                                                  • Figure 57: Purchasing of large domestic appliances in last 12 months, by demographics, 2008
                                                                                                                                                                                                  • Figure 58: Purchasing of large domestic appliances in last 12 months, by demographics, 2008
                                                                                                                                                                                                  • Figure 59: Total amount spent on cooking appliances in last 12 months, 2004-08
                                                                                                                                                                                                  • Figure 60: Total amount spent on cooling appliances in last 12 months, 2004-08
                                                                                                                                                                                                  • Figure 61: Total amount spent on laundry appliances and dishwashers in last 12 months, 2004-08
                                                                                                                                                                                              • Appendix – Where They Buy and Influences on Brand Choice

                                                                                                                                                                                                  • Figure 62: Outlets used for buying large kitchen appliances, by demographics, March 2009
                                                                                                                                                                                                  • Figure 63: Factors important when choosing brand or make of large kitchen appliance, by demographics, March 2009
                                                                                                                                                                                                  • Figure 64: Factors important when choosing brand or make of large kitchen appliance, by demographics, March 2009
                                                                                                                                                                                              • Appendix – Buying Behaviour and Typologies

                                                                                                                                                                                                  • Figure 65: Shopping behaviour when buying white goods, by demographics, March 2009
                                                                                                                                                                                                  • Figure 66: Shopping behaviour when buying white goods, by demographics, March 2009
                                                                                                                                                                                                  • Figure 67: Shopping behaviour when buying white goods, by consumer typologies, March 2009
                                                                                                                                                                                                  • Figure 68: Consumer typologies for buying white goods, by demographics, March 2009

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              • AEG Domestic Appliances
                                                                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                              • Argos
                                                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                                                              • Baumatic
                                                                                                                                                                                              • British Broadcasting Corporation (BBC)
                                                                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                                                                              • BSH Home Appliances Corporation [Bosch]
                                                                                                                                                                                              • Co-operative Group
                                                                                                                                                                                              • Currys
                                                                                                                                                                                              • Electrolux
                                                                                                                                                                                              • Energy Saving Trust
                                                                                                                                                                                              • Fagor Appliances
                                                                                                                                                                                              • Fisher And Paykel Appliances Inc
                                                                                                                                                                                              • General Electric Company
                                                                                                                                                                                              • Gfk NOP
                                                                                                                                                                                              • Glen Dimplex UK Ltd
                                                                                                                                                                                              • GM Daewoo UK Ltd
                                                                                                                                                                                              • Habitat
                                                                                                                                                                                              • Homebase Ltd
                                                                                                                                                                                              • Hoover Ltd
                                                                                                                                                                                              • IKEA
                                                                                                                                                                                              • Indesit Company
                                                                                                                                                                                              • J. Sainsbury
                                                                                                                                                                                              • John Lewis Plc (department store)
                                                                                                                                                                                              • Kelkoo S.A.
                                                                                                                                                                                              • LG Electronics (UK)
                                                                                                                                                                                              • Lidl (UK)
                                                                                                                                                                                              • Marks & Spencer
                                                                                                                                                                                              • Matsushita Electric Industrial Co., Ltd.
                                                                                                                                                                                              • Maytag Corporation
                                                                                                                                                                                              • Miele Inc
                                                                                                                                                                                              • Neff
                                                                                                                                                                                              • Panasonic
                                                                                                                                                                                              • Robert Bosch Ltd
                                                                                                                                                                                              • Siemens plc
                                                                                                                                                                                              • Smeg UK
                                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                                              • Union of European Football Association (UEFA)
                                                                                                                                                                                              • Waitrose
                                                                                                                                                                                              • Whirlpool Corporation
                                                                                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                                                                                              • Zanussi

                                                                                                                                                                                              White Goods - UK - June 2009

                                                                                                                                                                                              £1,995.00 (Excl.Tax)