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Household Appliances - Ireland - September 2019

Covered in this report

This report examines the types of major domestic appliances and smaller kitchen/ household appliances that consumers have bought within the last three years.

MDAs include the following:

  • Fitted and freestanding
  • Dishwasher
  • Refrigeration appliances, ie fridges, fridge-freezers and freezers including wine coolers
  • Cooking appliances, ie ovens, hobs, cookers using gas and/or electricity
  • Laundry appliances, ie washing machines, tumble dryers and washer-dryers
  • Microwave ovens
  • Small kitchen/household appliances include:
  • Kettles
  • Table-top cookers
  • Food processors
  • Coffee machines
  • Irons etc.
  • The definition excludes:
  • Major domestic appliances sold via the trade or as part of a housing transaction
  • Vacuum cleaners and other electrical floor cleaning equipment
  • Cooker hoods and extractor fans
  • Other fitted electrical appliances for kitchens such as grinders, boiling water taps

“Sales of domestic appliances have increased between 2014 and 2019 as consumer confidence in NI and RoI continued to improve in the aftermath of the economic downturn. Moving forward consumers are shown to be more concerned with the environment, and likely will see their purchase decisions guided by energy efficiency, recyclability and other green credentials.”

- Brian O’Connor, Senior Consumer Analyst

This Report examines the types of major domestic appliances and smaller kitchen/ household appliances that consumers have bought within the last three years.

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Estimated total sales value of domestic appliances, IoI, NI and RoI, 2014-19
          • Forecast
            • Figure 2: Indexed estimated total sales value of domestic appliances, NI and RoI, 2014-24
          • Market factors
            • Appliance costs increase in NI – Decrease in RoI
              • More mortgages create opportunities
                • Irish consumers more inclined to save for appliances than borrow
                  • Consumers more likely to consider environmental factors
                    • Companies, brands and innovations
                      • The consumer
                        • Over four in 10 have bought a washer or dryer
                          • Figure 3: Major domestic appliances consumers or someone in their household have bought in the last 3 years, NI and RoI, June 2019
                        • Replacing broken or damaged appliances key motivator for purchasing
                          • Figure 4: Motivations for consumers to buy new household appliances, NI and RoI, June 2019
                        • Kettles, toasters and microwaves most bought small appliance
                          • Figure 5: Types of small appliances that consumers have bought in the last 3 years, NI and RoI, June 2019
                        • Self-cleaning seen as most worth paying extra for
                          • Figure 6: Innovations in appliances that consumers are interested in, and if they would pay extra for them, NI and RoI, June 2019
                      • The Market – What You Need to Know

                        • Domestic appliance sales increase during 2014-19
                          • Appliance costs increase in NI – Decrease in RoI
                            • Increase in house buying creates opportunities
                              • Irish consumers more inclined to save for appliances than borrow
                                • NI consumers more likely to worry about their finances
                                  • Environmental concerns will drive decision-making in the future
                                  • Market Size and Forecast

                                      • Domestic appliances sales increase between 2014 and 2019
                                        • Figure 7: Estimated total sales value of domestic appliances, IoI, NI and RoI, 2014-24
                                      • Fridges/freezers account for the biggest segment of the market
                                        • Figure 8: Estimated total sales value of domestic appliances, IoI, 2018
                                    • Market Drivers

                                      • RoI appliance prices see decline during 2015-19 while NI prices increase
                                        • Figure 9: Consumer price index for household appliances, RoI, January 2015-July 2019
                                        • Figure 10: Consumer price index for major appliances and small electric goods, UK (inc NI), January 2015-July 2019
                                      • Increase in mortgages issued could point to greater need for major appliances
                                        • Figure 11: Mortgage approval volume, by mortgage type, RoI, November 2017 and November 2018
                                        • Figure 12: Number of new mortgage loans, NI, 2016-18
                                      • Consumers more likely to save rather than borrow for new appliances
                                        • Figure 13: Consumers who saved to pay for a large purchase (household appliance, furniture, boiler etc) vs. those who took out a loan to do so, NI and RoI, October 2017 and November 2018
                                        • Figure 14: Amount that consumers currently have in savings and investments (excluding the value of your main home and any pension savings), NI and RoI, October 2017
                                      • Consumer sentiment may prohibit non-essential purchasing in the near future
                                        • Figure 15: Financial health of Irish consumers, NI, June 2018 and June 2019
                                        • Figure 16: Financial health of Irish consumers, RoI, June 2018 and June 2019
                                      • High smartphone ownership provides a high potential target market for smart features
                                        • Figure 17: Ownership of or access to mobile technology devices, NI and RoI, June 2015 and June 2019
                                      • Environmental concerns will put recyclability, energy efficiency etc front and centre
                                        • Figure 18: Eco and ethical activities consumers regularly do, NI and RoI, November 2018
                                      • The right to repair could be made law in the EU
                                      • Companies and Brands – What You Need to Know

                                        • Candy Smart Touch connects consumers to their appliance through smartphone app
                                          • Currys introduces Point & Place augmented reality to its website
                                            • Samsung new generation appliances making use of artificial intelligence
                                              • Stoves releases new collection of Precision Deluxe range cookers
                                              • Who’s Innovating?

                                                • Candy launches Wi-fi-connected Smart Touch range
                                                  • Currys PC World adds augmented reality technology to its website
                                                    • LG adds exclusive ‘craft-ice’ functionality
                                                      • New version of Samsung Family Hub fridge released
                                                        • Samsung Quick Drive washing machine doubles loading doors
                                                          • Stoves launches Precision Deluxe collection
                                                          • Companies and Brands

                                                              • Amazon
                                                                • Key facts
                                                                  • Product portfolio
                                                                    • Recent developments
                                                                      • Argos
                                                                        • Key facts
                                                                          • Product portfolio
                                                                            • Figure 19: Full range of large home appliances stocked by Argos, 2019
                                                                          • Recent developments
                                                                            • Currys PC World
                                                                              • Key facts
                                                                                • Product portfolio
                                                                                  • Figure 20: Full range of large home appliances stocked by Currys PC World, 2019
                                                                                • Recent developments
                                                                                  • DID Electrical
                                                                                    • Key facts
                                                                                      • Product portfolio
                                                                                        • Figure 21: Full range of appliances stocked by DID Electrical, 2019
                                                                                      • Recent developments
                                                                                        • Euronics
                                                                                          • Key facts
                                                                                            • Product portfolio
                                                                                              • Figure 22: Full range of appliances stocked by Euronics, 2019
                                                                                            • Expert Electrical
                                                                                              • Key facts
                                                                                                • Product portfolio
                                                                                                  • Figure 23: Full range of large home appliances stocked by Expert Electrical, 2019
                                                                                                • Recent developments
                                                                                                  • Harvey Norman
                                                                                                    • Key facts
                                                                                                      • Product portfolio
                                                                                                        • Figure 24: Full range of home appliances stocked by Harvey Norman, 2019
                                                                                                      • Recent developments
                                                                                                        • IKEA
                                                                                                          • Key facts
                                                                                                            • Product portfolio
                                                                                                              • Figure 25: Selection of oven models available from IKEA, by type
                                                                                                              • Figure 26: Selection of refrigeration, freezing and dishwasher appliances available from IKEA, by type
                                                                                                            • Recent developments
                                                                                                              • Littlewoods Electrical
                                                                                                                • Key facts
                                                                                                                  • Product portfolio
                                                                                                                    • Figure 27: Full range of appliances stocked by Littlewoods Ireland, 2019
                                                                                                                  • Recent developments
                                                                                                                    • Power City
                                                                                                                      • Key facts
                                                                                                                        • Product portfolio
                                                                                                                          • Figure 28: Full range of appliances stocked by Power City, September 2019
                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                        • Washing machines most likely appliance to have been bought in last three years
                                                                                                                          • Breakages and faults key motivators to buy
                                                                                                                            • Kettle most bought small appliance
                                                                                                                              • Self-cleaning seen as most worth paying extra for
                                                                                                                              • Types of Major Appliances Bought

                                                                                                                                  • Washing machines bought by one in three
                                                                                                                                    • Figure 29: Major domestic appliances consumers or someone in their household have bought in the last 3 years, NI and RoI, June 2019
                                                                                                                                  • Standard washing machine sees the most purchasing
                                                                                                                                    • Figure 30: Types of washer/dryers consumers or someone in their household have bought in the last 3 years, NI and RoI, June 2019
                                                                                                                                    • Figure 31: Home cleaning responsibility, by gender, UK, August 2018
                                                                                                                                  • Washing machines most likely to be the last purchase
                                                                                                                                    • Figure 32: Last major domestic appliances consumers or someone in their household have bought, NI and RoI, June 2019
                                                                                                                                  • Fridges & freezers – Consumers more inclined to opt for combi-options
                                                                                                                                    • Figure 33: Fridge/freezer appliances consumers or someone in their household have bought in the last 3 years, NI and RoI, June 2019
                                                                                                                                    • Figure 34: Cooking appliances consumers or someone in their household have bought in the last 3 years, NI and RoI, June 2019
                                                                                                                                • Reasons for Purchase

                                                                                                                                    • Breakages and faults key motivators
                                                                                                                                      • Figure 35: Motivations for consumers to buy new household appliances, NI and RoI, June 2019
                                                                                                                                    • Breaks and faults drive consumers to buy new appliances
                                                                                                                                      • RoI consumers almost twice as likely to replace for energy efficiency
                                                                                                                                        • Figure 36: Selected eco and ethical activities related to energy use that consumers regularly do, NI and RoI, November 2018
                                                                                                                                    • Types of Small Appliances Bought

                                                                                                                                        • Half of consumers have bought a kettle in the last three years
                                                                                                                                          • Figure 37: Types of small appliances that consumers have bought in the last 3 years, NI and RoI, June 2019
                                                                                                                                        • Women key small appliance buyers
                                                                                                                                          • Figure 38: Types of small appliances that consumers have bought in the last 3 years, by gender, NI and RoI, June 2019
                                                                                                                                        • ABC1 consumers more likely to buy niche kitchen equipment
                                                                                                                                          • Figure 39: Types of small appliances that consumers have bought in the last 3 years, by socio-economic class, NI and RoI, June 2019
                                                                                                                                      • Interest in Innovations

                                                                                                                                          • Self-cleaning seen as most worth paying extra for
                                                                                                                                            • Figure 40: Innovations in appliances that consumers are interested in, and if they would pay extra for them, NI and RoI, June 2019
                                                                                                                                          • Self-cleaning feature appeals most to younger consumers
                                                                                                                                            • Figure 41: Consumers who are interested in self or easy-to-clean appliances and would pay extra for them, by age, NI and RoI, June 2019
                                                                                                                                          • Easy-to-repair appliances show strong interest
                                                                                                                                            • Figure 42: Consumers who are interested in easy-to-repair appliances, NI and RoI, June 2019
                                                                                                                                          • Over half of consumers are interested in easy-to-recycle features
                                                                                                                                            • Figure 43: Consumers who are interested in appliances that are easy to recycle, NI and RoI, June 2019
                                                                                                                                            • Figure 44: Consumers who are interested in appliances that are easy to recycle, by age, NI and RoI, June 2019
                                                                                                                                          • High smartphone ownership does not translate to desire for appliances with smart functionality
                                                                                                                                            • Figure 45: Consumers who are interested in features relating to smartphones, and would pay more for them, NI and RoI, June 2019
                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                          • Data sources
                                                                                                                                            • Market size rationale
                                                                                                                                              • Generational cohort definitions
                                                                                                                                                • Abbreviations

                                                                                                                                                Household Appliances - Ireland - September 2019

                                                                                                                                                £1,995.00 (Excl.Tax)