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Major Household Appliances - US - February 2018

"The multibillion-dollar major household appliance market reached $38.2 billion in 2017, and is forecast to keep growing at a steady pace through 2022. While current growth has mainly stemmed from an overall positive economy and housing market, as well as continued category innovation, future growth could be stimulated by promoting increased efficiency and convenience. Beyond competing on price, retailers may also be able to stand out with superior services and selection, factors that are also important when choosing where to shop."

- Rebecca Cullen, Household Care Analyst

This report will look at the following areas:

  • Retailers competing for consumer spend, online gaining ground
  • Privacy and security concerns challenge smart appliances

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Figure 1: Total US sales and fan chart forecast of major household appliances, at current prices, 2012-22
        • The issues
          • Retailers competing for consumer spend, online gaining ground
            • Figure 2: Purchase location, November 2017
          • Privacy and security concerns challenge smart appliances
            • Figure 3: Select attitudes toward smart appliances, November 2017
          • The opportunities
            • Improving housing market suggests future category growth
              • Figure 4: Appliance ownership, by homeownership, November 2017
            • Beyond price matching, offering services could elevate retailers
              • Figure 5: Select reasons for choosing retailer, November 2017
            • Young adults, parents’ willing to pay for practical innovations
              • Figure 6: Interest in select washer and dryer features, by those aged 18-44, parents, November 2017
            • What it means
            • The Market – What You Need to Know

              • Major household appliance market maintains steady growth
                • Shifts in kitchen, laundry room distribution in new builds
                  • Natural disasters, improving housing market lift sales
                  • Market Size and Forecast

                    • Solid category gains aligns with improvement in economy, innovation
                      • Figure 7: Total US sales and fan chart forecast of major household appliances, at current prices, 2012-22
                      • Figure 8: Total US retail sales and forecast of major household appliances, at current prices, 2012-22
                  • Market Breakdown

                    • Market maintains growth amid improving economy, innovations
                      • Figure 9: Total US retail sales of major household appliances, by segment, at current prices, 2012-17
                  • Market Perspective

                    • Distribution of kitchen and laundry rooms in new builds shifting
                      • Figure 10: Perceptions of the kitchen, April 2009-May 2017
                  • Market Factors

                    • Rising consumer confidence, income could lift market further
                      • Figure 11: Median household income, in inflation-adjusted dollars, 2005-15
                    • Natural disasters could boost appliance sales
                      • US housing starts steady, homeownership rates rebound
                        • Figure 12: Annual rate for housing units started, seasonally adjusted total units, 2000-17*
                        • Figure 13: Homeownership rate, by age of householder, 2006-16
                    • Key Players – What You Need to Know

                      • Social media spotlight on retailers
                        • Greater capacity and flexibility in appliances, tools help shoppers
                          • Sears adjusts strategy to stay afloat
                            • Lifestyle-themed campaigns, smaller options for space-conscious adults
                            • Retailer and Brand Social Media Spotlight

                              • Social media spotlight on retailers
                                • Figure 14: Social audience, December 1, 2016-17
                                • Figure 15: Posts by platform excluding Pinterest, December 1, 2016-17
                                • Figure 16: Total number of engagements by platform, December 1, 2016-17
                              • Sentiment toward major appliance brands on social media
                                • Figure 17: Average positive sentiment toward select major appliance brands, December 2016-17
                                • Figure 18: Top positive topics of select major appliance brands, December 2016-17
                            • What’s We’re Seeing

                              • Voice communication and built-in assistants
                                • Capacity remains a key focus in product development
                                  • Flexibility to simplify life
                                    • Design elevates brands
                                      • Virtual and augmented reality technology set to disrupt retailing
                                      • What’s Struggling?

                                        • Sears partners with Amazon, ends relationship with Whirlpool
                                          • Figure 19: Mentions of Sears, within mentions of select home appliances, December 2016-17
                                        • Challenges for smart appliances: cost and security
                                        • What’s Next?

                                          • Campaigns focus on lifestyle- and lifestage-motivators
                                            • Figure 20: KitchenAid #FortheMaking campaign
                                          • Faster results for time-strapped adults
                                            • Internal fridge features give an insider’s view, reduce waste
                                              • The size of future appliances
                                              • The Consumer – What You Need to Know

                                                • Lifestage influences appliance ownership
                                                  • Appliance usage frequency higher among young adults, parents
                                                    • Home improvement stores, Sears most popular purchase locations
                                                      • Store selection based on more than merely price
                                                        • High-efficiency offers cost-savings, privacy a concern for smart appliances
                                                          • For washers and dryers, water- and energy-efficient draws most interest
                                                          • Appliance Ownership

                                                            • Ownership of household essentials high, opportunities for add-ons
                                                              • Figure 21: Appliance ownership, November 2017
                                                              • Figure 22: Number of major appliances purchased in the past 12 months, July 2016-August 2017
                                                            • Ownership increases with age, parental status
                                                              • Figure 23: Appliance ownership, by age, parental status, November 2017
                                                            • Homeowners, higher-income households own wider range of appliances
                                                              • Figure 24: Appliance ownership, by homeownership, November 2017
                                                              • Figure 25: Appliance ownership, by household income, November 2017
                                                          • Frequency of Major Appliance Use

                                                            • Kitchen appliances experience heaviest usage
                                                              • Figure 26: Frequency of major appliance usage, November 2017
                                                            • Adults aged 18-44, parents use appliances daily
                                                              • Figure 27: Frequency of major appliance usage, once a day or more, by age, parental status, November 2017
                                                            • Lower-income households use appliances more often
                                                              • Figure 28: Frequency of major appliance usage, once a day or more, by household income, November 2017
                                                          • Purchase Location

                                                            • Majority of appliance purchases occur in-store
                                                              • Figure 29: In-store or online purchases, November 2017
                                                              • Figure 30: In-store or online purchases, by gender, age, November 2017
                                                            • Home improvement stores, Sears most shopped retailers
                                                              • Figure 31: Purchase location, November 2017
                                                            • Purchase location varies by age
                                                              • Figure 32: Select purchase location, by age, November 2017
                                                          • Reasons for Choosing Appliance Retailer

                                                            • Beyond price: service is key for retailers
                                                              • Figure 33: Reasons for choosing retailer, November 2017
                                                            • Price matching, free delivery reaches the widest audience
                                                              • Figure 34: TURF analysis – Reasons for choosing appliance retailer, November 2017
                                                            • Methodology
                                                              • Retailers can differentiate on financial offers, interactive tools
                                                                • Figure 35: Select reasons for choosing retailer, by age, parental status, November 2017
                                                            • Attitudes and Behaviors toward Appliances

                                                              • High-efficiency associated with cost-savings
                                                                • Value and privacy concerns for smart appliances
                                                                  • Figure 36: General attitudes and behaviors toward appliances, November 2017
                                                                • Smart appliances appeal to younger adults, parents
                                                                  • Figure 37: Attitudes toward appliances, by age, parental status, November 2017
                                                              • Interest in Washer and Dryer Features

                                                                • Highest energy- and water-efficiency ratings draw strongest interest
                                                                  • Figure 38: Interest in washer and dryer features, November 2017
                                                                • Younger adults, parents willing to spend on variety of features
                                                                  • Figure 39: Interest in select washer and dryer features, by age, parental status, November 2017
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Sales data
                                                                    • Fan chart forecast
                                                                      • Consumer survey data
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                          • Appendix – The Market

                                                                              • Figure 40: Total US retail sales and forecast of major household appliances, at inflation-adjusted prices, 2012-22
                                                                              • Figure 41: Total US retail sales and forecast of major household appliances, by segment, at current prices, 2012-22
                                                                              • Figure 42: Total US retail sales and forecast of major household appliances, by segment, at current prices, 2015 and 2017
                                                                          • Appendix – The Consumer

                                                                            • Rival IQ methodology and supporting tables
                                                                              • Figure 43: Total social audience by platform, by listed retailers, December 1, 2016-17
                                                                              • Figure 44: Total posts by platform, by listed retailers, December 1, 2016-17
                                                                              • Figure 45: Posts by platform, December 1, 2016-17
                                                                            • Simmons consumer data
                                                                              • Figure 46: Summary of bases for Attitudes toward the kitchen, major appliance ownership, major appliances purchased in last 12 months, April 2009-May 2017
                                                                              • Figure 47: Major appliance ownership, April 2009-May 2017
                                                                              • Figure 48: Major appliances purchased in the last 12 months, April 2009-May 2017
                                                                              • Figure 49: Number of kitchen appliances purchased in the past 12 months, by gender and by age, July 2016-August 2017
                                                                              • Figure 50: Number of laundry appliances purchased in the past 12 months, by gender and by age, July 2016-August 2017

                                                                          Major Household Appliances - US - February 2018

                                                                          US $4,395.00 (Excl.Tax)