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

Following years of progressive, moderate growth, the major household appliance category experienced an additional 5.5% gain from the impact of the COVID-19 pandemic in 2020. Spending more time at home spurred adults to expand or upgrade their existing inventory and increased appliance usage frequency. These enhanced gains will be relatively short-lived: category sales will begin to fall back to pre-pandemic levels in 2021 as consumers slowly resume out-of-home activities and meals and some cut back on discretionary spending. Still, a powerful indicator for the future industry is that consumers are prioritizing their home and willing to spend on appliances that support their lifestyle needs and interests, namely delivering greater convenience.

Read on to discover more details or take a look at all of our U.S Household & Home market research.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the major household appliance market.
  • The impact of past recessions on major household appliance sales.
  • Motivations for past and future appliance purchases.
  • Approach to shopping the major appliance category.

Covered in this report

Products included: Clothes washers, clothes dryers, refrigerators, freezers, dishwashers, ranges, ovens, cooktops, microwaves and more.

Brands featured: LG, Pinterest, Samsung, KitchenAid, GE Appliances and more.

Expert analysis from a specialist in the field

Written by Rebecca Watters, 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 pandemic has led to an explosion of new home behaviors, including how consumers view, use and shop for major household appliances. A culmination of factors in 2020 led to heavier appliance usage for the year, yet these levels won’t be sustained as consumers start to spend more time outside of the home in 2021. Another challenge that the industry faces is a long economic recovery which could led adults to shift away from discretionary purchases as seen with the Great Recession. For manufacturers and retailers alike, the key will be in finding a balance between convenience and experience.

Rebecca Watters
Household Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of major household appliances, at current prices, 2015-25
    • Impact of COVID-19 on major household appliances
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on major household appliances, March 2021
    • Opportunities and Challenges
    • Long purchase cycles become more prominent
    • Maintain engagement by focusing on post-pandemic lifestyle needs
      • Figure 3: Appliance usage frequency, December 2020
    • Get in the circle of trust by being creative and streamlining shopping process
  3. The Market – Key Takeaways

    • Down economy will hinder expected growth
    • Housing and home renovation trends bode well for future market
    • New ways of interacting with appliances, shopping
  4. Market Size and Forecast

    • Pandemic lift short-lived
      • Figure 4: Total US sales and fan chart forecast of major household appliances, at current prices, 2015-25
      • Figure 5: Total US sales and forecast of major household appliances, at current prices, 2015-25
    • Learnings from the Great Recession
      • Figure 6: Consumer spending on household appliances, monthly, 2006-10
  5. Market Factors

    • Kinks in the supply chain
    • Home ownership steadily climbs into 2021
      • Figure 7: Homeownership rate for the United States, percent, quarterly, not seasonally adjusted, 2007-20
    • Shrinking number of households with children will impact future of category
      • Figure 8: US households, by presence of related children, 2008-18
    • Brand spotlight: LG Electronics
      • Figure 9: LG Electronics US, November 2020
  6. Market Opportunities

    • Advance guided cooking trend to offset fatigue, create connection
      • Figure 10: GE Smart Range Hood, May 2020
    • Address wellness-orientated concerns
      • Figure 11: Mintel global trend driver, Wellbeing
    • Go in on AI
    • Create digital shopping experiences
      • Figure 12: Apple AR shopping tools
  7. Companies and Brands – Key Takeaways

    • Retailers evolve to meet digital shopping surge
    • Smart and small: the future appliance market
    • Design becomes a stronger factor as homes mirror identity
  8. Competitive Strategies

    • Retailers and brands adapt to new shopping expectations
    • The online shopping experience
    • Shopping safely in-store
    • Refine rather than reinvent the smart appliance wheel
      • Figure 13: Select smart appliance behaviors and attitudes, by generation, parental status, December 2020
    • Major appliances make moves to minimize small appliance threat
      • Figure 14: Shift in small cooking appliance usage instead of oven/range, January 2020–December 2020
    • Brands embrace custom aesthetic trend
      • Figure 15: Mintel Global Trend Driver, Identity
      • Figure 16: Samsung US BESPOKE line, January 2021
    • Empower and focus on the people rather than the product
      • Figure 17: Mintel Global Trend Driver, Rights
      • Figure 18: KitchenAid campaign, November 2020
  9. The Consumer – Key Takeaways

    • Lift in purchase intent driven by younger demographics
    • Pandemic created new appliance usage occasions
    • Purchase drivers beyond replacement gaining in popularity
    • Meet consumers where they are: online
    • Show them the details
    • Redefined value in home expands to appliances
  10. Appliance Ownership and Intent to Purchase

    • Slight uptick in purchase intent
      • Figure 19: Appliance ownership, December 2020
      • Figure 20: Intent to purchase appliance, January 2020 and December 2020
    • Millennials, parents are central to future sales growth
      • Figure 21: Intent to purchase appliance, by generation, parental status, December 2020
  11. Appliance Usage Frequency

    • Elevated time at home creates more usage occasions
      • Figure 22: Appliance usage frequency, December 2020
    • Focus on family, simplifying life to maintain momentum for parents
      • Figure 23: Appliance usage frequency – More often, by parental status, December 2020
    • Highlight cost savings to reach the budget conscious
      • Figure 24: Select appliance usage frequency – More often, by current financial situation, December 2020
  12. Appliance Purchase Drivers

    • Updates becoming more prominent purchase driver
      • Figure 25: Appliance purchase drivers, January 2020 and December 2020
    • Millennials looking to upgrade appliances
      • Figure 26: Select appliance purchase drivers, by generation, December 2020
    • Dads take lead role in purchases
      • Figure 27: Select appliance purchase drivers, by parental status (presence of children under 18) by gender, December 2020
  13. Appliance Purchase Channel and Location

    • Rethink the purpose of the store
      • Figure 28: Purchase channel for major household appliance, November 2017, December 2018 and December 2020
    • Home improvement retailers far outpace other retailers
      • Figure 29: Major household appliance purchase location, December 2020
    • Home improvement retailers losing young shoppers to mass, online
      • Figure 30: Mintel Global Trend Driver, Experiences
      • Figure 31: Select major household appliance purchase location, by generation, December 2020
    • Convenience influences where urban dwellers, renters shop for appliances
      • Figure 32: Major household appliance purchase location – Online only retailer, by living location, December 2020
  14. Appliance Shopping Attitudes and Behaviors

    • Current attitudes toward online shopping support trend longevity
      • Figure 33: Appliance shopping attitudes and behaviors, December 2020
    • Social strategies can fuel commerce among key shoppers
      • Figure 34: Select appliance shopping attitudes and behaviors, by generation, parental status, December 2020
    • Choose your platforms wisely
      • Figure 35: Select appliance shopping attitudes and behaviors, by select social media sites visited weekly, December 2020
  15. Appliance Behaviors and Attitudes

    • The simple life: features that streamline tasks garner strong interest
      • Figure 36: Appliance behaviors and attitudes, December 2020
    • Help support Millennials’, parents’ evolving lifestyle needs
      • Figure 37: Select appliance behaviors and attitudes, by generation, parental status, December 2020
    • Brand spotlight: Whirlpool Chore Club
      • Figure 38: Whirlpool Instagram, April 2020–January 2021
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  17. Appendix – The Market

      • Figure 39: Total US retail sales and forecast of major household appliances, at inflation-adjusted prices, 2015-25
      • Figure 40: Total US retail sales of major household appliances, by segment, at current prices, 2015-25
      • Figure 41: Total US retail sales of major household appliances, by segment, at current prices, 2018 and 2020
      • Figure 42: Average household spending on major household appliances, 2015-20

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