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Description

Description

“Design of ovens and hobs is evolving rapidly with innovations that include sensor-controlled cooking, new functionality and easier cleaning. The cost of new technologies such as induction is falling, making this affordable to the mainstream and competing with gas for controllability and responsiveness. And Mintel is seeing style play a major role in segmenting the market as today’s consumers have more choices; built-in or stand-alone, a wider choice of sizes, and a bigger selection of colours and styling."

- Jane Westgarth, Senior Market Analyst

This report looks at the following areas:

  • How is the internet shaping the shopping journey for ovens and microwaves?
  • Is the “Internet of Things” relevant to people when they buy cookers?
  • Is buoyancy in the housing market influencing demand for ovens and microwaves?

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

            • The market
              • 18.5% growth by 2020 forecast for ovens, hobs and cookers
                • Figure 1: Consumer spending on ovens and microwaves, 2010-20
              • Segmentation
                • Figure 2: Consumer spend on ovens and microwaves, by segment, 2010-15 (est)
              • Channels to market
                • Figure 3: Distribution of ovens and microwaves, by retailer, 2014 (est)
              • Large market with many influential factors
                • The consumer
                  • Ownership varies with housing circumstances
                    • Figure 4: Ownership of ovens and microwaves, August 2015
                  • High level of purchasing
                    • Figure 5: Ovens and microwaves purchased in the last three years, August 2015
                    • Figure 6: Price paid for ovens and microwaves purchased in the last three years, August 2016
                  • 45% use a hob every day
                    • Figure 7: How often cookers are used each week, August 2015
                  • Convenient and quick
                    • Figure 8: Important features when buying a new cooker/hob or microwave, August 2015
                  • Competitive pricing
                    • Figure 9: Shopping for a new cooker/hob or microwave, August 2015
                  • Understanding the shopping journey
                    • Figure 10: Shopping for a new cooker/hob or microwave, August 2015
                  • What Mintel thinks
                  • Issues and Insights

                    • How is the internet shaping the shopping journey for ovens and microwaves?
                      • The facts
                        • The implications
                          • Is the “Internet of Things” relevant to people when they buy cookers?
                            • The facts
                              • The implications
                                • Is buoyancy in the housing market influencing demand for ovens and microwaves?
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • 18.5% growth by 2020 forecast for ovens, hobs, and cookers
                                        • Innovation adds value
                                          • Popularity of built-in
                                            • Combi models build average prices for microwaves
                                              • A nation of cooks
                                                • Changes in the housing market
                                                  • Channels to market
                                                  • Market Size and Forecast

                                                    • Market to grow by 16.1% from 2015-20
                                                      • Figure 11: Cookers, ovens, and microwaves, market by value 2010-20
                                                      • Figure 12: Consumer spending on ovens and microwaves, 2010-20
                                                    • Innovation drives growth for cookers
                                                      • Figure 13: Cookers, ovens, and hobs, market by value 2010-20
                                                      • Figure 14: Cookers, ovens, and hobs, market by value 2010-20
                                                    • Market for microwaves to see flat spending
                                                      • Figure 15: Microwaves, market by value, 2010-20
                                                      • Figure 16: Microwaves, market by value, 2010-20
                                                    • Segment performance
                                                      • Figure 17: Cookers, ovens, and microwaves, market by value, 2010-15
                                                    • Built-in accounts for 60% by value
                                                      • Style statement with added capacity fuels growth of range cookers
                                                        • Figure 18: Cookers and ovens, market segmentation by volume and value, 2015 (est)
                                                      • Induction hobs gaining share
                                                        • Dual fuel likely to lose out to induction
                                                          • Smart appliances will increase share
                                                            • Combis gain share of microwaves
                                                              • Figure 19: Microwave ovens, by type, 2015 (est)
                                                            • The energy agenda
                                                            • Market Drivers

                                                              • Industry-wide internet initiatives
                                                                • Cooking and eating habits
                                                                  • Figure 20: Cooking and eating habits, July 2015
                                                                • Creating their signature bakes
                                                                  • Figure 21: Frequency of baking at home, March 2014
                                                                • Diversifying household structures
                                                                  • Figure 22: Families in the UK, by family type in 2004 and 2014
                                                                • Growing number of housing transactions
                                                                  • Figure 23: UK property transactions, by country, 2010-14
                                                                • The buy-to-let effect
                                                                  • Figure 24: Housing tenure, UK, June 2015
                                                              • Channels to Market

                                                                • Online sales will take over half of white goods spend in 2015
                                                                  • Figure 25: Estimated share of consumer spend on hobs and ovens through online channels, 2012-15
                                                                • Currys emphasises its expertise
                                                                  • AO.com has a powerful presence
                                                                    • Independents finding the going tough
                                                                      • Nonspecialists performing well
                                                                        • Argos beats the rest with same day delivery
                                                                          • Retailers likely to “right size”
                                                                            • Figure 26: Share of white goods spending, by retailer, 2014 (est)
                                                                        • Key Players – What You Need to Know

                                                                          • Leading brands
                                                                            • Intensifying competition
                                                                              • BSH focuses on quality and innovation
                                                                                • Intensely competitive landscape
                                                                                  • Highly innovative sector
                                                                                    • Speed and multifunction
                                                                                      • Intelligent hobs
                                                                                      • Suppliers of Ovens and Microwaves

                                                                                        • Major manufacturers dominate
                                                                                          • Intensifying competition
                                                                                            • Whirlpool Indesit combination strengthens the business
                                                                                              • Beko major on value
                                                                                                • BSH focuses on quality and innovation
                                                                                                  • Figure 27: Leading manufacturer shares of cookers and ovens, by volume, UK, 2014 (est)
                                                                                                • Multibranding strategies
                                                                                                  • Figure 28: Leading manufacturers of white goods, brands, 2015
                                                                                                • Own label lines avoid direct price comparisons
                                                                                                  • Figure 29: Examples of own labels, 2015
                                                                                                • Microwaves brand shares
                                                                                                • Launch Activity and Innovation

                                                                                                    • BSH launches a new generation of ovens
                                                                                                      • Sensor cooking from Electrolux and AEG
                                                                                                        • Social media encourages sharing
                                                                                                          • An oven with multiple functions in one unit
                                                                                                            • In-oven cameras allow remote monitoring
                                                                                                              • Meal planning with the “Internet of Things”
                                                                                                                • Figure 30: The Electrolux Let’s Taste app
                                                                                                              • Dividing up the oven
                                                                                                                • Induction moves into the oven
                                                                                                                  • New hybrid with electricity and gas in one oven
                                                                                                                    • Intelligent hobs and hob automation
                                                                                                                      • Changing the workspace completely
                                                                                                                        • AGA: city model packs AGA styling into a smaller space
                                                                                                                          • Figure 31: The AGA City60 model aimed at city dwellers
                                                                                                                        • A microwave that counts calories
                                                                                                                          • Professional touches in the home oven
                                                                                                                            • Fully interactive home retail concept
                                                                                                                              • Tabletop smart oven caters to small spaces
                                                                                                                              • Advertising and Marketing Activity

                                                                                                                                • Uplift in advertising spend
                                                                                                                                  • Figure 32: Recorded above-the-line, online display, and direct mail total advertising expenditure on ovens and cookers 2011-15
                                                                                                                                • Top advertisers
                                                                                                                                  • Figure 33: Recorded above-the-line, online display, and direct mail total advertising expenditure on ovens and cookers, by advertiser, 2011-14
                                                                                                                                • Media type
                                                                                                                                  • Figure 34: Recorded above-the-line, online display, and direct mail total advertising expenditure on ovens and microwaves, by media type, 2011-14
                                                                                                                                  • Figure 35: Recorded above-the-line, online display, and direct mail total advertising expenditure on ovens and microwaves, by media type, 2014
                                                                                                                                • A note on adspend
                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                  • Ownership varies with housing circumstances
                                                                                                                                    • High level of purchasing
                                                                                                                                      • House moves stimulate cooker purchases
                                                                                                                                        • Wide range of price points
                                                                                                                                          • 45% use a hob every day
                                                                                                                                            • Convenient and quick
                                                                                                                                              • Competitive pricing
                                                                                                                                                • Will people stop visiting shops?
                                                                                                                                                • Ownership of Ovens and Microwaves

                                                                                                                                                    • Figure 36: Ownership of ovens and microwaves, August 2015
                                                                                                                                                    • Figure 37: Ownership of ovens and microwaves, repertoire, August 2015
                                                                                                                                                • Ovens and Microwaves Purchased in the Last Three Years

                                                                                                                                                    • Figure 38: Ovens and microwaves purchased in the last three years, August 2015
                                                                                                                                                • Price Paid for Ovens and Microwaves Purchased in the Last Three Years

                                                                                                                                                    • Figure 39: Price paid for ovens and microwaves purchased in the last three years, August 2015
                                                                                                                                                • How Often Cookers are Used Each Week

                                                                                                                                                    • Figure 40: How often cookers are used each week, August 2015
                                                                                                                                                • Important Features When Buying a New Cooker/Hob or Microwave

                                                                                                                                                      • Figure 41: Important features when buying a new cooker/hob or microwave, August 2015
                                                                                                                                                  • Shopping for a New Cooker or Microwave

                                                                                                                                                        • Figure 42: Shopping for a new cooker/hob or microwave, August 2015
                                                                                                                                                    • Attitudes to Shopping for a New Cooker or Microwave

                                                                                                                                                        • Figure 43: Attitudes towards shopping for a new cooker or microwave, August 2015
                                                                                                                                                    • Appendix: Data Sources and Abbreviations

                                                                                                                                                      • Data sources
                                                                                                                                                        • Market sizing and segment performance
                                                                                                                                                          • Fan chart forecast
                                                                                                                                                            • Abbreviations

                                                                                                                                                            About the report

                                                                                                                                                            This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                            • The Consumer

                                                                                                                                                              What They Want. Why They Want It.

                                                                                                                                                            • The Competitors

                                                                                                                                                              Who’s Winning. How To Stay Ahead.

                                                                                                                                                            • The Market

                                                                                                                                                              Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                            • The Innovations

                                                                                                                                                              New Ideas. New Products. New Potential.

                                                                                                                                                            • The Opportunities

                                                                                                                                                              Where The White Space Is. How To Make It Yours.

                                                                                                                                                            • The Trends

                                                                                                                                                              What’s Shaping Demand – Today And Tomorrow.

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

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