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Canada Major Household Appliances Market Report

Covered in this report

For the purposes of this report, Mintel has used the following definition in ascertaining stated consumer behaviour around major appliances in Canada.

Appliances asked about include:


  • Refrigerator/freezer
  • Range (eg gas or electric)
  • Cooktop (eg gas or electric)
  • Wall oven (eg gas or electric)
  • Built-in microwave
  • Countertop microwave
  • Standalone freezer
  • Beverage/wine fridge
  • Dishwasher
  • Washer
  • Dryer

Expert analysis from a specialist in the field

Written by Joel Gregoire, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While much of the discussion around major household appliances revolves around smart technology, the reality is most remain interested in ‘the basics’. Namely, they want functional appliances, which is another way of saying that they do not break down often and ‘just work’. That said, younger adults who are more likely to purchase an appliance in the next year show greater interest in the ‘benefits’ that smart technology offers. Joel Gregoire
Associate Director - Food & Drink

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Need is the top driver of purchase intent
            • Figure 1: Attitudes toward major appliances, October 2019
          • Smart appliance penetration is relatively low
            • Figure 2: Attitudes toward smart appliances (% agree), October 2019
          • Traditional appliance stores are under pressure from other retail channels
            • Figure 3: Locations recent major appliance purchases were made, by age, October 2019
          • The opportunities
            • Opportunity to explore additional avenues for sustained revenues
              • Figure 4: Register appliance with manufacturer or purchase extended warranty from manufacturer (% agree), by age, October 2019
            • Gen Zs are more interested in appliances that reflect their personal style
              • Figure 5: “I want my appliances to reflect my personal style” (% agree), by generation, October 2019
            • Having a considered online strategy is crucial for younger consumers
              • Figure 6: In-store vs online purchase of most recent major appliance, by age, October 2019
            • What it means
            • The Market – What You Need to Know

              • Contrary to popular belief, Canadians still cook
                • Most Canadians are opting to love their home versus listing it
                  • Rising cost of energy supports demand for energy efficiency
                  • Market Factors

                    • Contrary to popular belief, Canadians still cook
                      • Figure 7: Frequency of cooking from scratch, September 2018
                    • Most Canadians are opting to love their home versus listing it
                      • Rising cost of energy supports demand for energy efficiency
                        • Figure 8: Ontario electricity rates, mid-peak price, 2006-19
                    • Key Players – What You Need to Know

                      • Appliances continue to become ‘smarter’
                        • As homes and cities get smarter, the threat of surveillance increases
                          • Can appliances learn something from Netflix?
                          • What We’re Seeing?

                            • Appliances continue to become ‘smarter’
                                • Figure 9: Family Hub Refrigerator: The next generation of Family Hub, April 19, 2018
                            • Challenges

                              • As homes and cities get smarter, the threat of surveillance increases
                                • Obsolescence represents a hurdle for smart appliance adoption
                                • What to Watch

                                  • Some major appliances may become less ‘major’
                                    • Figure 10: Introducing the new June Over (2nd Generation), August 21, 2018
                                  • Design options continue to evolve
                                    • Figure 11: Smeg Canada Instagram Post, October 2019
                                    • Figure 12: Twin Cooling Plus refrigerator: how it works – FlexZone | Samsung, October 27, 2017
                                  • Can appliances learn something from Netflix?
                                  • The Consumer – What You Need to Know

                                    • Just over a third of Canadians plan to purchase an appliance in the next year
                                      • Appliances used in meal preparation are used more often
                                        • Furniture stores under pressure from other formats
                                          • Necessity drives purchase intent
                                            • Penetration of smart appliances is low and perceptions are divided
                                              • Function trumps fashion when it comes to appliances
                                              • Ownership and Purchase Intent

                                                • Just over a third of Canadians plan to purchase an appliance in the next year
                                                  • Figure 13: Appliances Canadians plan to purchase or replace in the next year, October 2019
                                                  • Figure 14: Appliances currently owned, October 2019
                                                  • Figure 15: Appliances currently owned, by age, October 2019
                                                • Younger consumers are central to sales growth
                                                  • Figure 16: Plan on purchasing appliance(s), by age, October 2019
                                                  • Figure 17: Plan on purchasing appliance(s), by type and by age, October 2019
                                                  • Figure 18: Plan on purchasing appliance(s), by type and by parental status, October 2019
                                              • Appliance Usage

                                                • Appliances used in meal preparation are used more often
                                                  • Figure 19: Usage frequency by appliance type, October 2019
                                                  • Figure 20: Daily usage of select major kitchen appliances, by age, October 2019
                                                  • Figure 21: Frequency of dishwasher use, Chinese Canadians vs consumers overall, October 2019
                                                • Parents are particularly reliant on ‘cleaning’ appliances
                                                  • Figure 22: Daily use of appliances, parents vs non-parents, October 2019
                                                  • Figure 23: Daily use of cleaning appliances, by number of children in household, October 2019
                                              • Purchase Locations

                                                • Furniture stores under pressure from other formats
                                                  • Figure 24: Locations recent major appliance purchases were made, October 2019
                                                  • Figure 25: Locations recent major appliance purchases were made, by age, October 2019
                                                  • Figure 26: Another Astounding Find From Leon’s, August 26, 2019
                                                  • Figure 27: Locations recent major appliance purchases were made, by region, October 2019
                                                  • Figure 28: Locations recent major appliance purchases were made, Chinese Canadians vs overall, October 2019
                                                • Having an online presence is important to winning over younger consumers
                                                  • Figure 29: In-store vs online purchase of most recent major appliance, October 2019
                                                  • Figure 30: In-store vs online purchase of most recent major appliance, by age, October 2019
                                                  • Figure 31: In-store vs online purchase of most recent major appliance, parents vs non-parents, October 2019
                                                  • Figure 32: In-store vs online purchase of most recent major appliance, Chinese Canadians vs overall, October 2019
                                              • Attitudes toward Appliances

                                                • Necessity drives purchase intent
                                                  • Figure 33: Attitudes toward major appliances, October 2019
                                                  • Figure 34: “I would only buy new appliances when mine break” (% agree), by age, October 2019
                                                  • Figure 35: “I would only buy new appliances when mine break” (% agree), by parental status, October 2019
                                                • Few consumers of any age are brand loyal
                                                  • Figure 36: Select statements about appliances, by age (% agree), October 2019
                                                  • Figure 37: Select statements about appliances (% agree), by age, October 2019
                                                  • Figure 38: Warranty purchase among parents of young children (% agree), October 2019
                                              • Smart Appliances

                                                • Penetration is low and perceptions are divided
                                                  • Figure 39: Attitudes toward smart appliances (% agree), October 2019
                                                • Age divide apparent when considering smart appliances
                                                  • Figure 40: Attitudes toward smart appliances (% agree), by age, October 2019
                                                  • Figure 41: Attitudes toward smart appliances (% agree), parents/guardians of children five and under vs overall, October 2019
                                                  • Figure 42: Attitudes toward smart appliances (% agree), 18-34 year olds with incomes under and over $70K, October 2019
                                                  • Figure 43: Attitudes toward smart appliances (% agree), urban vs suburban vs rural, October 2019
                                                  • Figure 44: Attitudes toward smart appliances (% agree), rent vs own home, October 2019
                                              • Appliance Design

                                                • Function trumps fashion when it comes to appliances
                                                  • Figure 45: Attitudes toward appliances and design (% agree), October 2019
                                                  • Figure 46: Attitudes toward appliances and design (% agree), by age, October 2019
                                                • Gen Zs’ sense of individualism extends to their appliances
                                                  • Figure 47: “I want my appliances to reflect my personal style” (% agree), by generation, October 2019
                                                  • Figure 48: “I want my appliances to reflect my personal style” and “high-end appliances offer better designs” (% agree), students vs non-students, October 2019
                                                • Moms are more likely to consider both function and fashion
                                                  • Figure 49: “I want my appliances to reflect my personal style” (% agree) mothers vs fathers, October 2019
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Consumer survey data
                                                    • Abbreviations and terms

                                                    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                    • Market

                                                      Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                    • Consumer

                                                      Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                    • Brand/Company

                                                      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                    • Data

                                                      Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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