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US Major Household Appliances market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Major Household Appliances market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

For the purposes of this report, Mintel defines the major appliance market as follows:

  • Clothes washers
  • Clothes dryers
  • Refrigerators (refrigerator freezer combinations and refrigerators without a freezer)
  • Freezers
  • Dishwashers
  • Ranges
  • Ovens
  • Cooktops (stand-alone)
  • Microwaves (stand-alone microwaves and built-in microwaves)

Expert analysis from a specialist in the field

Written by Rebecca Cullen, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The major appliance market has maintained steady growth over the past five years, benefitting from a positive economy and housing market, as well as consistent category innovation. Rebecca Cullen
Household Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Improving economy boosts appliance sales
            • Figure 1: Total US sales and fan chart forecast of major household appliances, at current prices, 2013-23
          • Housing market, population shifts will determine designs, features of focus
            • Figure 2: Homeownership rate, among those aged 35 and under, 2007-17
          • The challenges and opportunities
            • High penetration, low intent to purchase temper growth
              • Figure 3: Major appliance ownership and intent to purchase, December 2018
            • Replacement slows market, look to other factors and trends to boost sales
              • Figure 4: Purchase drivers, select attitudes toward design and technology, December 2018
            • Majority still buy in-store, yet online is gaining ground
              • Figure 5: In-store and online purchases, November 2017-December 2018
            • Negating security concerns will help smart market gain traction
              • Figure 6: Barriers and ownership of smart appliances, by age, December 2018
            • Meeting lifestyle and lifestage needs with features
              • Figure 7: Interest in select kitchen appliance features, by adults aged 18-34 and parents, December 2018
            • What it means
            • The Market – What You Need to Know

              • Category maintains consistent growth
                • Home design trends and meal kits impact appliance design, usage
                  • Homeownership, remodeling trends benefit appliance sales
                  • Market Size and Forecast

                    • Economy, housing market sustain category growth
                      • Figure 8: Total US sales and fan chart forecast of major household appliances, at current prices, 2013-23
                      • Figure 9: Total US sales and forecast of major household appliances, at current prices, 2013-23
                  • Market Breakdown

                    • All segments gain from rising market
                      • Figure 10: Total US retail sales of major household appliances, by segment, at current prices, 2013-18
                  • Market Perspective

                    • Home design trends: technology and wellness will impact kitchen design
                      • Could small cooking appliances replace major appliances for urbanites?
                        • Meal kits making moves that can benefit cooking appliances
                        • Market Factors

                          • Boom in (apartment) housing starts
                            • First-time ownership, remodeling increases
                              • Figure 11: Homeownership rate, by age of householder, 2007-17
                          • Key Players – What You Need to Know

                            • Online disrupting retail landscape, driving retail innovation
                              • Manufacturers design with a European style in mind
                                • Transparency critical to growing the smart market
                                • What We’re Seeing?

                                  • Sears attempts to transform amid increasing competition
                                    • Figure 12: Select purchase locations, November 2017-December 2018
                                  • Interactive shopping represents the future of appliance retail
                                    • Figure 13: Miele Experience Center
                                    • Figure 14: LG Experience & Design Center
                                    • Figure 15: Wayfair augmented reality app
                                  • A focus on speed and size
                                    • Figure 16: Instagram posts from influencer accounts featuring Smeg appliances
                                    • Figure 17: GE Dry Boost technology
                                • What’s Next?

                                  • Appliance design becomes a stronger focus
                                    • Figure 18: Instagram posts from influencer accounts featuring GE Café line
                                  • Addressing smart home privacy concerns
                                    • Manufacturers catching up with guided-cooking trend
                                      • Figure 19: Whirlpool display at CES 2019
                                  • The Consumer – What You Need to Know

                                    • High penetration and low intent to purchase temper market
                                      • Home improvement retailers are most popular purchase location
                                        • Replacement provides sales base; low post-purchase engagement
                                          • Appliance designs should be extension of personal and home styles
                                            • Privacy concerns and price remain issues for smart appliances
                                              • Efficiency garners strongest interest for washer and dryer features
                                                • Parents seek convenience, flexibility in their kitchen appliances
                                                • Major Appliance Ownership and Intent to Purchase

                                                  • High penetration with few plans to purchase are challenging the market
                                                    • Figure 20: Major appliance ownership and intent to purchase, December 2018
                                                  • Laundry appliances more commonly purchased as suite
                                                    • Figure 21: Repertoire kitchen and laundry appliance intent to purchase, December 2018
                                                  • Younger buyers, parents will be in the market soon
                                                    • Figure 22: Plans to purchase select major household appliances in the next year, by age, parental status, December 2018
                                                  • Income, homeownership limit appliance ownership
                                                    • Figure 23: Any ownership or plans to purchase major household appliances in the next year – Net, by household income, homeownership, December 2018
                                                • Purchase Location

                                                  • Slight uptick in online purchases, yet majority still buy in-store
                                                    • Figure 24: In-store or online purchases, November 2017-December 2018
                                                    • Figure 25: In-store and online purchases, by age and location, December 2018
                                                  • Home improvement retailers lead, but online moving up the ladder
                                                    • Figure 26: Purchase location, November 2017-December 2018
                                                  • Younger adults elevate online and mass to “home destination”
                                                    • Figure 27: Select purchase locations, by age, December 2018
                                                • Attitudes toward Purchasing Appliances

                                                  • Replacement provides sales base
                                                    • Reversing decline in involvement means proving value, level of expertise
                                                        • Figure 28: Attitudes toward purchasing, December 2018
                                                      • Older adults purchase to replace, stay involved post-purchase
                                                        • Figure 29: Select attitudes toward purchasing, by age, December 2018
                                                    • Attitudes toward Appliance Design

                                                      • Homes and appliances are a reflection of lifestyle
                                                        • Figure 30: Attitudes toward appliance design, December 2018
                                                      • Younger shoppers, parents drawn to design
                                                        • Figure 31: Select attitudes toward appliance design, by age, parental status, December 2018
                                                    • Attitudes toward Smart Appliances

                                                      • Smart appliance ownership still low, yet has room to grow
                                                        • Figure 32: Attitudes toward smart appliances, December 2018
                                                      • Younger adults find more benefits to smart features
                                                        • Figure 33: Smart appliance ownership, by gender, age, parental status, race and Hispanic origin, living location, December 2018
                                                        • Figure 34: Select attitudes toward smart appliances, age, parental status, December 2018
                                                    • Desired Washer and Dryer Features

                                                      • Efficiency generates greatest interest
                                                        • Figure 35: Desired washer and dryer features, December 2018
                                                      • Younger shoppers drawn to features that focus on convenience
                                                        • Figure 36: Desired washer and dryer features, by age, December 2018
                                                    • Desired Cooking Appliance Features

                                                      • Convenience, flexibility are key themes for kitchen appliances
                                                        • Figure 37: Desired cooking appliance features, December 2018
                                                      • Mark resistant and capacity reach widest audience
                                                        • Figure 38: TURF analysis of desired cooking appliance features
                                                      • Methodology
                                                        • Newest generation features focus on the family
                                                            • Figure 39: Select desired cooking appliance features, by parental status, December 2018
                                                        • 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, 2013-23
                                                                        • Figure 41: Total US retail sales of major household appliances, by segment, at current prices, 2013-18
                                                                        • Figure 42: Total US retail sales of major household appliances, by segment, at current prices, 2016 and 2018
                                                                    • Appendix – The Consumer

                                                                        • Figure 43: Summary of bases for ownership of energy efficient major appliances, July 2010-August 2018
                                                                        • Figure 44: Energy efficient major appliance ownership, July 2010-August 2018