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Major Domestic Appliances - UK - April 2019

Covered in this report

MDAs (Major Domestic Appliances) 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

“The majority of major domestic appliance purchases are triggered by replacing a broken or faulty appliance and this part of the market is fundamentally resilient. But more discretionary purchases such as those following house moves, refurbishing a kitchen or upgrading to the latest features have been held back in the face of a slowing housing market and wavering consumer confidence which has led to overall sales stagnating.”
– Thomas Slide, Senior Retail Analyst

This report looks at the following areas:

  • What a slowing housing market means
  • Breaking out from distress buying
  • Pre-empting ‘right-to-repair’

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Table of contents

  1. Overview

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

          • The market
            • Market growth stagnates
              • Figure 1: Consumer spending on major domestic appliances, 2013-23
            • A fragmented market
              • Figure 2: Estimated market segmentation for major domestic appliances, 2018
            • Specialists maintain share but online specialists grow
              • Figure 3: Channels of distribution, 2014-18
            • Housing market slows in 2018
              • Figure 4: Annual change in the number of residential housing transactions of £40,000, 2009-18
            • Companies and brands
              • Using technology to tackle food waste
                • Appliances at the centre of the smart home
                  • Advanced induction hob
                    • Waterless washing machine
                      • Advertising spend down 32% year-on-year in 2018
                        • The Consumer
                          • 70% of households bought a major appliance in the last 3 years
                            • Figure 5: What they bought, February 2019
                          • Breakdowns trigger the majority of purchases
                            • Figure 6: Triggers to purchase, February 2019
                          • Hotpoint the most popular brand of appliance
                            • Figure 7: Brand of appliance bought most recently, February 2019
                          • Style and reputation drive brand choice
                            • Figure 8: Reasons for choosing major domestic appliance brand, February 2019
                          • Hotpoint and Bosch the most considered alternative brands
                            • Figure 9: Other brands considered when buying a major domestic appliance, February 2019
                          • Majority of purchase decisions take less than a week
                            • Figure 10: Length of time to purchase, February 2019
                          • Practical innovations hold greatest appeal
                            • Figure 11: Interest in innovations, February 2019
                          • What we think
                          • Issues and Insights

                            • What a slowing housing market means
                              • The facts
                                • The implications
                                  • Breaking out from distress buying
                                    • The facts
                                      • The implications
                                        • Pre-empting ‘right-to-repair’
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Market growth stagnates
                                                • A fragmented market
                                                  • Specialists maintain share but shifting online
                                                    • Housing market slows in 2018
                                                      • EU consults on Ecodesign Directive
                                                      • Market Size and Forecast

                                                        • Market stagnates as uncertainty grows
                                                            • Figure 12: Consumer spending on major domestic appliances, 2013-23
                                                            • Figure 13: Consumer spending on major domestic appliances, 2013-23
                                                          • Forecast methodology
                                                          • Market Segmentation

                                                            • Cooling accounts for 34% of the market
                                                              • Separate laundry appliances preferred
                                                                • Cooking segment more reliant on home moves
                                                                  • Figure 14: Estimated market segmentation for major domestic appliances, 2018
                                                              • Channels to Market

                                                                • Online specialists have been growing share
                                                                  • Tesco stops selling appliances
                                                                    • Troubled DIY sector loses share
                                                                      • IKEA making a play for greater share of kitchen market
                                                                        • Figure 15: Channels to market, 2014-18
                                                                    • Market Drivers

                                                                      • Housing market slows in 2018
                                                                        • Figure 16: Residential housing transactions over £40,000, 2009-18
                                                                      • Home appliance prices increase faster than topline inflation
                                                                        • Figure 17: Annual rate of inflation, 2012-18
                                                                      • Spending on kitchens continues to grow
                                                                        • Figure 18: Consumer spending on kitchens, 2013-23
                                                                      • 47% buy white goods on credit
                                                                        • Ownership of smart home devices remains low
                                                                          • Figure 19: Interest and ownership in smart home devices, April 2018
                                                                        • Right to Repair
                                                                        • Companies and Brands – What You Need to Know

                                                                          • Using technology to tackle food waste
                                                                            • Appliances at the centre of the smart home
                                                                              • Advanced induction hob
                                                                                • Waterless washing machine
                                                                                  • Advertising spend down 32% year-on-year in 2018
                                                                                  • Competitive Strategies

                                                                                    • Tackling food waste
                                                                                        • Figure 20: Beko FreshMark on display at the IFA event in Berlin, October 2018
                                                                                      • Appliances as a hub of the smart home
                                                                                        • Figure 21: The Samsung family hub, January 2019
                                                                                      • Multi-tasking appliances
                                                                                        • Figure 22: LG TWINWash, September 2018
                                                                                        • Figure 23: Samsung dual cook, February 2019
                                                                                      • Hooking into a household care eco-system
                                                                                        • Figure 24: Sharp laundry appliances with Amazon Dash replenishment feature, October 2018
                                                                                        • Figure 25: Miele twindos system
                                                                                      • White goods that are anything but white
                                                                                        • Figure 26: Bosch fridge freezers, October 2018
                                                                                        • Figure 27: Liebherr fridge freezers, October 2018
                                                                                        • Figure 28: Liebherr personalised fridge collection, October 2018
                                                                                    • Launch Activity and Innovation

                                                                                      • Refrigeration
                                                                                        • No frost technology means no more manual defrosting
                                                                                          • Combating food waste
                                                                                            • Home inverter and solar energy-powered refrigerator
                                                                                              • Cookers and ovens
                                                                                                • Oven designed to cook and preserve hot food
                                                                                                  • Advanced induction hob
                                                                                                    • Washing machines
                                                                                                      • Foot powered washing machine
                                                                                                        • Figure 29: Drumi
                                                                                                      • Waterless washing machine
                                                                                                        • Dishwashers
                                                                                                          • ‘Extra Baby Care’ dishwasher
                                                                                                            • Connected major domestic appliances
                                                                                                              • Figure 30: Tovala Smart Oven
                                                                                                          • Advertising and Marketing Activity

                                                                                                            • Advertising spend down 32% year-on-year in 2018
                                                                                                              • Figure 31: Total above-the-line, online display and direct mail advertising expenditure on major domestic appliances, 2014-18
                                                                                                            • Three brands account for 70% of total sector advertising spend
                                                                                                              • Figure 32: Share of total above-the-line, online display and direct mail advertising expenditure on major domestic appliances, 2018
                                                                                                            • Samsung, Indesit and Hoover Candy all increase advertising spend in 2018
                                                                                                              • Figure 33: Total above-the-line, online display and direct mail advertising expenditure on major domestic appliances, by advertiser, 2014-18
                                                                                                            • TV attracts 54% of total sector advertising expenditure in 2018
                                                                                                              • Figure 34: Total above-the-line, online display and direct mail advertising expenditure on major domestic appliances, by media type, 2018
                                                                                                            • Advertising and marketing campaigns
                                                                                                              • 70% of Samsung advertising budget used to push QuickDrive washing machine
                                                                                                                • Indesit #doittogether campaign
                                                                                                                  • Hotpoint pushes refrigeration technologies that can keep food fresh for longer
                                                                                                                    • Hoover outdoor advertising campaign which changes with the weather
                                                                                                                      • Nielsen Ad Intel coverage
                                                                                                                      • Brand Research

                                                                                                                          • Brand map
                                                                                                                            • Figure 35: Attitudes towards and usage of selected brands, January 2019
                                                                                                                          • Key brand metrics
                                                                                                                            • Figure 36: Key metrics for selected brands, January 2019
                                                                                                                          • Brand attitudes: Bosch delivers consistent quality
                                                                                                                            • Figure 37: Attitudes, by brand, January 2019
                                                                                                                          • Brand personality: Samsung projects a ‘fun’ image
                                                                                                                            • Figure 38: Brand personality – macro image, January 2019
                                                                                                                          • Hotpoint is affordable, user-friendly and reliable
                                                                                                                            • Figure 39: Brand personality – micro image, January 2019
                                                                                                                          • Brand analysis
                                                                                                                            • Bosch is a trusted source of innovation and quality
                                                                                                                              • Figure 40: User profile of Bosch, January 2019
                                                                                                                            • Samsung the most trusted brand
                                                                                                                              • Figure 41: User profile of Samsung, January 2019
                                                                                                                            • Hotpoint is the most trusted of the value brands
                                                                                                                              • Figure 42: User profile of Hotpoint, January 2019
                                                                                                                            • Miele offers a prestigious and exclusive experience
                                                                                                                              • Figure 43: User profile of Miele, January 2019
                                                                                                                            • Indesit struggles to deliver an excellent experience
                                                                                                                              • Figure 44: User profile of Indesit, January 2019
                                                                                                                            • Beko is a value-oriented brand lacking differentiation
                                                                                                                              • Figure 45: User profile of Beko, January 2019
                                                                                                                            • Siemens lacks trust
                                                                                                                              • Figure 46: User profile of Siemens, January 2019
                                                                                                                          • The Consumer – What You Need to Know

                                                                                                                            • 70% of households bought a major appliance in the last 3 years
                                                                                                                              • Breakdowns trigger majority of purchases
                                                                                                                                • Hotpoint the most popular brand of appliance
                                                                                                                                  • Style and reputation drive brand decisions
                                                                                                                                    • Hotpoint and Bosch the most considered alternative brands
                                                                                                                                      • Majority of purchase decisions take less than a week
                                                                                                                                        • Practical innovations hold greatest appeal
                                                                                                                                          • But smart innovations divide the crowd
                                                                                                                                          • What They Buy

                                                                                                                                            • 70% of households bought an appliance in the last three years
                                                                                                                                              • Figure 47: What they bought, February 2019
                                                                                                                                            • 16-44s buy the most appliances
                                                                                                                                              • Figure 48: What they bought, by age group, February 2019
                                                                                                                                            • 44% bought more than one appliance in the last three years
                                                                                                                                              • Figure 49: Repertoire analysis of appliances purchased in the last three years, February 2019
                                                                                                                                          • Triggers to Purchase

                                                                                                                                            • Breakdowns trigger majority of purchases
                                                                                                                                              • Figure 50: What they bought, February 2019
                                                                                                                                            • Breakdowns drive laundry purchases
                                                                                                                                              • Figure 51: Triggers to purchase, laundry appliance purchasers compared to the average, February 2019
                                                                                                                                            • Capacity is important in cooling
                                                                                                                                              • Figure 52: Triggers to purchase, Cooling appliance purchasers compared to the average, February 2019
                                                                                                                                            • First time buyers drive dishwasher sales
                                                                                                                                              • Figure 53: Triggers to purchase, dishwasher purchasers compared to the average, February 2019
                                                                                                                                            • House moves trigger cooker purchases
                                                                                                                                              • Figure 54: Triggers to purchase, cooking appliance purchasers compared to the average, February 2019
                                                                                                                                          • Brand of Appliance Purchased

                                                                                                                                              • Hotpoint hits the mass-market sweet spot
                                                                                                                                                • Figure 55: Brand of laundry appliance bought in the last three years, February 2019
                                                                                                                                              • Hotpoint the most popular for laundry purchases
                                                                                                                                                • Figure 56: Brand of laundry appliance bought in the last three years, February 2019
                                                                                                                                              • Beko takes top spot for cooling
                                                                                                                                                • Figure 57: Brand of cooling appliance bought in the last three years, February 2019
                                                                                                                                              • Bosch preferred for dishwashers
                                                                                                                                                • Figure 58: Brand of dishwasher bought in the last three years, February 2019
                                                                                                                                              • Samsung buyers triggered by upgrading features
                                                                                                                                                • Figure 59: Main triggers to purchase, by brand of appliance purchased, February 2019
                                                                                                                                            • Reasons for Choosing Appliance Brand

                                                                                                                                                • Design and brand reputation are key
                                                                                                                                                  • Figure 60: Reasons for choosing major domestic appliance brand, February 2019
                                                                                                                                                • Hotpoint trades off its reputation
                                                                                                                                                  • Figure 61: Reasons for choosing a Hotpoint major domestic appliance, February 2019
                                                                                                                                                • Reputation drives Bosch sales
                                                                                                                                                  • Figure 62: Reasons for choosing a Bosch major domestic appliance, February 2019
                                                                                                                                                • Beko appeals on price
                                                                                                                                                  • Figure 63: Reasons for choosing a Beko major domestic appliance, February 2019
                                                                                                                                                • Samsung stands out on style
                                                                                                                                                  • Figure 64: Reasons for choosing a Samsung major domestic appliance, February 2019
                                                                                                                                                • Brand reputation is most important for laundry and cooling
                                                                                                                                                  • Figure 65: Reasons for choosing a major domestic appliance brand, by type of appliance purchased, February 2019
                                                                                                                                              • Other Brands Considered

                                                                                                                                                • Hotpoint and Bosch the most likely alternative brands
                                                                                                                                                  • Figure 66: Other brands considered when buying a major domestic appliance, February 2019
                                                                                                                                                • A decision between Indesit and Hotpoint
                                                                                                                                                  • Figure 67: Other brands considered, by brand of major appliance bought most recently, February 2019
                                                                                                                                                • Samsung buyers consider the most brands before buying
                                                                                                                                                  • Figure 68: Other brands considered, by brand of major appliance bought most recently, February 2019
                                                                                                                                                • 25-34-year-olds are most likely to consider multiple brands
                                                                                                                                                  • Figure 69: Repertoire analysis of other brands considered, by age group, February 2019
                                                                                                                                              • Length of Time to Purchase

                                                                                                                                                • Majority of purchases take less than a week
                                                                                                                                                  • Figure 70: Length of time to purchase, February 2019
                                                                                                                                                • Cooking appliances take more thought
                                                                                                                                                  • Figure 71: Length of time to purchase, by type of appliance purchased, February 2019
                                                                                                                                                • Breakdowns demand fast decisions
                                                                                                                                                  • Figure 72: Triggers to purchase, by length of time to purchase, February 2019
                                                                                                                                                • Hotpoint buyers make the fastest decisions
                                                                                                                                                  • Figure 73: Triggers to purchase, by length of time to purchase, February 2019
                                                                                                                                                • Young people take longer over purchase decisions
                                                                                                                                                  • Figure 74: Length of time to purchase, by age, February 2019
                                                                                                                                              • Interest in Innovations

                                                                                                                                                • Practical innovations offer greatest appeal
                                                                                                                                                  • Redesigning appliances for a longer life
                                                                                                                                                    • Figure 75: Interest in innovations, February 2019
                                                                                                                                                  • Limited willingness to pay for intelligent innovations
                                                                                                                                                    • Figure 76: Interest in innovations, February 2019
                                                                                                                                                  • Samsung buyers most willing to pay for innovations
                                                                                                                                                    • Figure 77: Samsung buyers’ willingness to pay for innovations, compared to all major domestic appliance buyers, February 2019
                                                                                                                                                  • Bosch buyers are more interested in practical innovations
                                                                                                                                                    • Figure 78: Bosch buyers’ willingness to pay for innovations, compared to all major domestic appliance buyers, February 2019
                                                                                                                                                  • Young and affluent most willing to pay for innovations
                                                                                                                                                    • Figure 79: Willingness to pay for innovations, by average age and socio-economic group, February 2019
                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                    • Abbreviations
                                                                                                                                                      • Consumer research methodology
                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                        • Forecast methodology

                                                                                                                                                        Major Domestic Appliances - UK - April 2019

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