2022
9
UK Major Domestic Appliances Market Report 2022
2022-04-22T04:08:07+01:00
OX1101875
2995
150698
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Report
en_GB
“The booming housing market has been good for the major domestic appliance market despite continued COVID-19 related uncertainty. The years ahead are more uncertain however, with spending having been brought…

UK Major Domestic Appliances Market Report 2022

$ 2,995 (Excl.Tax)

Description

The UK Major Domestic Appliances report identifies consumer attitudes towards household appliances, the cost of living crisis, and the leading domestic appliance brands in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Major Domestic Appliances market in the UK.

Current Market Landscape

The switch to online retail in the major domestic appliance market gathered pace in 2021. This is great news for the online pure players but means stores now have to think of new initiatives to attract greater footfall and stay relevant.

  • 70% of shoppers using online channels to make their most recent purchases.
  • 27% of consumers saying that smart innovations in technology interest them.

The major domestic appliance market is one that relies on complex global supply chains and as such is very much susceptible to disruption in this area. The COVID-19 pandemic led supply chain crisis has now been exacerbated by the conflict in Ukraine. At the moment it is unclear to what degree this will seriously affect the market in particular but it is clear that chains are already stretched and it won’t take much to cause further disruption.

Future Market Trends in Major Domestic Appliances

The major domestic appliance sector has largely stable demand as a result of the close link between failure of an old device and the decision to purchase as well as a clear relationship between the performance of the housing market and sales. For this reason, the sector is better placed than many to weather the cost-of-living crisis. Nonetheless we expect to see consumers trading down as the crisis really bites in the months and years ahead. Retailers without a clear value proposition may struggle.

Looking further afield, the rising acceptance of smart technologies is an exciting opportunity for the sector. Brands have the opportunity to create exciting, connected homes with intelligent and sustainability-focused devices.

Read on to discover more details or take a look at all of our UK Household, House and Home market research

Quickly understand

  • The impact of the current cost of living crisis on the sector
  • The continued impact of COVID-19 on the sector
  • The role physical stores have to play in an online-dominated market
  • Consumer attitudes towards leading brands in the major domestic appliance sector.

Covered in this report

Products: Dishwashers, refrigeration appliances (fridges, fridge-freezers, wine coolers), cooking appliances (ovens, hobs, gas cookers, electric cookers), laundry appliances (washing machines, tumble dryers, washer-dryers), microwave ovens.

Brands: Bosch, Beko, Samsung, Hotpoint, Indesit, Zanussi, Whirlpool, Neff, Miele, AEG, Siemens, John Lewis, DSG Retail, LG Electronics, Everhot Cookers, Hoover Candy Group, Combined Independent Holdings, BSH Home Appliances.

Expert analysis from a specialist in the field

This report, written by Piers Butel, a leading analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The booming housing market has been good for the major domestic appliance market despite continued COVID-19 related uncertainty. The years ahead are more uncertain however, with spending having been brought forward and the rising cost of living crisis set to make many consumers reconsider big-ticket expenditure.

Piers Butel
Retail Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for major domestic appliances
      • Figure 1: Category outlook, 2022-27
    • The market
    • Market size and forecast
      • Figure 2: Market forecast for major domestic appliances, 2021-26
    • Market segmentation
      • Figure 3: Estimated market segmentation for major domestic appliances, 2021
    • Market drivers
      • Figure 4: UK residential property transactions over £40,000, 2010-21
    • Companies and brands
    • Launch activity and innovation
      • Figure 5: Bosch’s Home Connect app in use, 2021
    • The consumer
    • What they buy
      • Figure 6: Purchases in the past three years, 2022
    • Beko, with its strong value proposition, is the most purchased brand this year
      • Figure 7: What brands they purchased, 2022
    • Online retail dominates major domestic appliance sector
      • Figure 8: In-store versus online purchasing behaviours, 2022
    • Consumers value recycling schemes for their old appliances
      • Figure 9: Consumer interest in key innovations, 2022
    • In-store experiences still valued by consumers despite shift to online purchasing
      • Figure 10: Consumer attitudes towards major domestic appliances, 2022
  3. Issues and Insights

    • Spending on home drops off as cost of living crisis bites
    • Stores remain a key part of the path to purchase despite the rise in online
  4. Market Size and Performance

    • Continued focus on the home is good for the sector
    • Spending redirected towards the home and appliances
    • Consumers split as pandemic effects are felt disproportionately
      • Figure 11: Market size for major domestic appliances, 2016-21
      • Figure 12: Market size at current and constant prices for major domestic appliances, 2016-21
  5. Market Forecast

    • Summary heading
      • Figure 13: Category outlook, 2022-27
    • Spending will remain strong in 2022 as demand remains high and prices rise
    • More serious supply chain issues could impact on growth
    • Uncertain times ahead as cost-of-living crisis sets in
      • Figure 14: Market forecast for major domestic appliances, 2021-26
    • Market drivers and assumptions
      • Figure 15: Key drivers affecting Mintel’s market forecast, 2015-26
    • Forecast methodology
  6. Market Segmentation

    • Little change in market segmentation
    • Fridge/freezers hold on to expanded market share
    • Dishwashers gain share this year
      • Figure 16: Estimated market segmentation for major domestic appliances, 2021
  7. Channels to Market

    • Online the clear winner yet again
    • Supermarkets continue to draw customers
    • Department stores collapse
      • Figure 17: Channels to market, 2016-21
  8. Market Drivers

    • The conflict in Ukraine will hurt the UK economy
    • GDP reached pre-pandemic levels in November 2021 …
    • … but the post-COVID-19 bounceback will be followed by a period of slower growth
    • Employment has held up better than expected
    • Inflation is the key concern for 2022 for consumers, brands and the economy
    • Consumers’ financial wellbeing has slipped from its recent high point …
      • Figure 18: Household financial wellbeing index, 2016-2022
    • … and concerns over inflation are coming to the fore
      • Figure 19: Consumer concerns about household finances, 2021-22
    • 2020 saw an increase in larger households
      • Figure 20: Number of UK households, by size, 2018-20
    • After a decline in 2020 the housing market exploded in 2021
      • Figure 21: UK residential property transactions over £40,000, 2010-21
  9. Competitive Strategies

    • Retailers reconsider role of the store
    • Sustainability to see renewed focus
    • Smart homes mean new opportunities
    • Brands more keen than ever to support good causes
  10. Launch Activity and Innovation

    • Personalisation is gaining popularity
    • Samsung offers flexible fridge design
    • BlueStar joins forces with Design to offer personalised cooker designs
    • New technology revolutionising the sector
    • Smart ovens and meal prep companies joining forces
      • Figure 22: Miele and KaptnCook integration, 2022
    • Bosch and Samsung lead the way on smart fridges
      • Figure 23: Bosch’s Home Connect app in use, 2021
    • Miele lets you control your washing machine through Amazon Alexa
    • Physical stores look for new ways to drive engagement
    • Virtual reality helps consumers make the right choice at Wren Kitchens
    • Currys bets on loyalty to bring shoppers in-store
    • Chinese online retailer Pinduoduo invests in retail chain Gome
  11. Advertising and Marketing Activity

    • Advertising spend falls again
      • Figure 24: Total above-the line, online display and direct mail advertising expenditure on major domestic appliances, 2017-21
    • Washing machines take lion’s share of spend
      • Figure 25: Total above-the-line, online display and direct mail advertising expenditure on major domestic appliances, by product category, 2017-21
    • John Lewis jumps to the summit of the top 10 advertisers
      • Figure 26: Total above-the-line, online display and direct mail advertising expenditure on major domestic appliances, by leading advertiser, 2017-21
    • TV loses top spot as advertisers look to digital to reach consumers
      • Figure 27: Total above-the-line, online display and direct mail advertising expenditure on major domestic appliances, by media type, 2021
    • Advertising and marketing campaign highlights
    • Beko focuses on healthy eating and sustainability
    • Miele emphasises its quality and sustainability credentials
    • Nielsen Ad Intel coverage
  12. Brand Research

    • What you need to know
    • Brand map
      • Figure 28: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 29: Key metrics for selected brands, 2022
    • Brand attitudes: Beko Is seen as a good value choice
      • Figure 30: Attitudes, by brand, 2022
    • Brand personality: Consumers consider Samsung fun
      • Figure 31: Brand personality – macro image, 2022
    • Hotpoint considered affordable and user friendly
      • Figure 32: Brand personality – micro image, 2022
    • Brand analysis
    • Samsung fun, trusted and highly recommended
    • Bosch, excellent experience and consistent quality
    • Beko has high usage but struggles to differentiate itself
    • Hotpoint highly used and accessible
    • Siemens little used but prestigious
    • Indesit struggles to differentiate itself
    • Whirlpool users least likely to recommend
  13. What They Buy

    • Almost two thirds purchased a major domestic appliance in the last three years
    • Washing machines are the most commonly purchased appliances
      • Figure 33: Purchases in the past three years, 2022
    • Women more likely to purchase washing machines
      • Figure 34: Purchases, by gender, 2022
    • Younger, affluent consumers are the key demographic
      • Figure 35: Purchases in the past three years, by age and socio-economic status, 2022
    • Multi-appliance purchasing carried out by 35% of consumers
      • Figure 36: Repertoire of purchases in the past three years, February 2022
  14. Brands Purchased

    • Beko takes top spot above Samsung and Hotpoint
    • Less affluent shoppers turn to Beko and Hotpoint
      • Figure 37: What brands they purchased, 2022
    • Hotpoint, Samsung and Beko are neck-and-neck for laundry appliances
      • Figure 38: What brands they purchased, laundry appliance, 2022
    • Beko’s fridge/freezers are the most popular
      • Figure 39: What brands they purchased, fridge/freezers, 2022
    • Bosch leads the way in cookers
      • Figure 40: What brands they purchased, cooker, 2022
    • Beko is the first choice for dishwashers
      • Figure 41: What brands they purchased, dishwashing appliances, 2022
  15. Channels of Purchase

    • Online shopping boosted by pandemic years
    • 2022 Report sees smartphone usage jump
      • Figure 42: In-store versus online purchasing behaviours, 2022
    • Online is first choice across all segments
      • Figure 43: In-store versus online purchasing behaviours, by appliance purchased, 2022
    • Online isn’t just for younger consumers
      • Figure 44: In-store versus online purchasing, by age, 2020 and 2022
  16. Consumer Interest in Innovations

    • Recycling options take top spot for innovations
      • Figure 45: Consumer interest in key innovations, 2022
    • Older shoppers focused on recycling and installation services
    • Younger consumers keen on smart technologies and subscriptions
      • Figure 46: Consumer interest in key innovations, by age, 2022
  17. Attitudes towards Major Domestic Appliances

    • Online reviews a must-read for most consumers
    • The store still has a role to play
      • Figure 47: Consumer attitudes towards the online and in-store shopping experience, 2022
    • Despite financial concerns, consumers still value extended warranties
    • Financial uncertainty makes credit appealing
      • Figure 48: Consumer attitudes around payment for major domestic appliances, 2022
    • Shoppers concerned with the environmental cost of domestic appliances
    • Shift towards home-working may mean greater focus on appliances
      • Figure 49: General consumer attitudes around major domestic appliances and the home, 2022
    • Younger shoppers require more support in the decision-making process
      • Figure 50: General consumer attitudes around major domestic appliances and the home, by age, 2022
  18. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  19. Appendix: Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 51: Market size, best- and worst-case scenario forecasts, 2021-26
    • Market drivers and assumptions
    • Forecast methodology

About the report

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

Market

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

Consumer

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

Brand/Company

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

Data

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

*databooks not available with UK B2B Industry reports.

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