[Report] UK Irons Market Research, Trends, Analysis TOC

Issues in the Market
Irons -- can innovation generate a return to value growth?
Definitions
Main report themes
Market in Brief
Not a hot topic for consumers
A change of gear
The triggers to current change
What really motivates the consumer?
The prime targets
Two important elements have held back market growth
How to achieve the potential for future growth
Internal Market Environment
Key points
Attitudes shaping purchase
- Figure 1: Agreement with selected lifestyle statements, 2002-06
Looking the part
A job well done
Reducing the time spent on a chore
Broader Market Environment
Key points
Women at work
Figure 2: UK population of working women* (million), 2002-12
Time and money
Middle classification
- Figure 3: Changes in socio-economic status, 2002-07 and 2007-12
The continuing rise of the middle class
Changing age profile helps make it an aspirational product
- Figure 4: Changes in the UK demographic profile, by age, 2002-07 and 2007-12
Competitive Context
Key points
Time is the valuable commodity consumers crave
- Figure 5: Adults who have paid help at home to help with the household chores, 2002-06
Fabric trends
Fabrics technology
Environment concerns are growing
Strengths and Weaknesses in the Market
Strengths
Weaknesses
Market Value and Forecast
Key points
Figure 6: UK retail sales of irons, by volume and value, 2002-07
Generators of growth
Other factors
The future
Gradual growth acceleration
The new and the old
The right iron for the right occasion
Forecast
Steam generators will be responsible for market growth
- Figure 7: Market size and forecast of the irons market, by value, 2002-12
- Figure 8: Market size and forecast of the irons market, by volume, 2002-12
Factors incorporated in the forecast
Segment Performance
Key points
Steam irons
- Figure 9: UK market for steam irons, by volume and value, at current and constant prices, 2002-07
Drivers to volume
Faster ironing
Quality of finish rather than time saving
Specificity
The right iron for the right occasion
General convenience and efficiency improvements
Steam generators
- Figure 10: UK market for steam generators, by volume and value, at current and constant prices, 2002-07
Power and speed
Takes the strain
Converting and keeping consumers in
Travel irons
- Figure 11: UK market for travel irons, by volume and value, at current and constant prices, 2002-07
Specificity is all
Longer lifespan
Dry irons
- Figure 12: UK market for dry irons, by volume and value, at current and constant prices, 2002-07
Personal preference?
Market Share
Key points
- Figure 13: UK manufacturers' sales of irons, by value, 2003-07
Changes afoot
Product Positioning
Key points
Steam irons
- Figure 14: Brand positioning in the market for steam irons, 2007
Steam generators
- Figure 15: Brand positioning in the market for steam generators, 2007
Companies and Products
Key Points
Company/brand profiles
Bosch
Breville and Hinari
Groupe SEB
Rowenta
Tefal
Morphy Richards
Philips
Russell Hobbs
Significant others
Braun
Domotec
Other brands
Own-brand activity
Brand Communication and Promotion
Key points
- Figure 26: Main monitored media spend on electric irons, 2003-07
Low levels of above-the-line advertising...
...are product-focused
- Figure 27: Largest advertisers, by brand, 2003-06
Different approaches
New product launches
Going forward
Channels to Market
Key points
- Figure 28: UK retail sales of irons, by outlet type, 2003-07
Change and movement
The impact -- positive or negative
Price points
Online summarised
- Figure 29: Online vendors, 2007
The Consumer 1 -- Ownership and Purchase
Key points
Levels of ownership and purchase in the last 12 months
- Figure 30: Household ownership of electric irons, 2006
Ownership is far from universal at three in four households
Younger consumers and larger families are key buyers
- Figure 31: Propensity to have purchased an electric iron in the last 12 months, by age, presence of children and household size, 2006
Irons and life events
Figure 32: Ownership and purchasing of electric irons, by selected life events, 2006
New households need an iron
Appendix
Consumer research
ACORN
Advertising data
Abbreviations
Internal market environment
- Figure 40: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, Internet usage, TV reception, household size and car ownership, 2006
- Figure 41: Agreement with the statement ' I look after my appearance, my image' , by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, Internet usage, TV reception, household size and car ownership, 2006
- Figure 42: Adults who have paid help at home to help with the household chores, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, Internet usage, TV reception, household size and car ownership, 2006
Brand communication and promotion
- Figure 43: Main monitored media spend on electric irons, 2003-06
- Figure 44: Main monitored media spend on electric irons, 2007*
Segment performance
- Figure 45: Value of the UK irons market, by sector, at current prices, 2003-07
Consumer 1 -- Detailed demographics and further Figures
- Figure 46: Household ownership of electric irons, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, Internet usage, TV reception, household size and car ownership, 2006
- Figure 47: Household expenditure on electric irons bought in the last 12 months, 2006
- Figure 48: Ownership and purchasing of electric irons, by length of time in present home, 2006
Consumer 2 -- Detailed Demographics
- Figure 49: Motivations for purchasing a new iron, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car ownership and terminal education age, April-May 2007
- Figure 50: Motivations for purchasing a new iron, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car ownership and terminal education age, April-May 2007
Consumer 3 -- Detailed Demographics
- Figure 51: Attitudes towards ironing, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car ownership and terminal education age, April-May 2007
- Figure 52: Attitudes to ironing, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car ownership and terminal education age, April-May 2007
Cross-tab analysis
- Figure 53: Attitudes towards ironing, by supermarket usage, April-May 2007

Irons - UK - August 2007

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