Abstract
About this report
The market for stoves, ranges and ovens has seen inflation-adjusted sales fall from 2004-09, with the steepest losses posted since 2007. The collapse of the real estate market and the decline in housing starts have deeply affected the appliance market, which relies heavily on appliances installed in new homes and on those purchased when consumers move or remodel. During the recession, consumers have been cooking at home more and show strong interest in energy conservation, but these trends have merely been shaping product choice, rather than compelling new purchases.
This report examines overall sales data, trends, and innovations for the market and the three major segments: electric stoves/ranges; gas stoves/ranges; and microwaves. It examines trends and strategies seen among the major appliance retailers.
Exclusive consumer research into consumer usage and purchasing of stoves, ranges and microwaves is analyzed by key demographic groups (age, household income, and ethnicity). Research embraces the specific type of products owned and purchased, when purchases were made, reasons for purchase, and a range of other consumer attitudes and behaviors, including:
- Groups that have been acquiring the most cooking appliances in recent years
- Types of products favored by different consumer groups
- Consumer groups who are purchasing when remodeling, moving or for other reasons
- Consumers who most value basic features such as “self-cleaning” and are interested in other features, such as convection technology, induction technology, stainless steel finish, five burners or two ovens
- Groups who are most likely to seek out a particular brand or seek out the cheapest, most basic appliances
- Consumer groups who report using their microwave as their central cooking appliance, also the features (such as energy efficiency, self-cleaning, convection technology and performance) that different consumer groups most value in existing and future microwaves
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