Laundry and Dishwasher Appliances - UK - February 2008

Table of Contents

• Issues in the Market
• Key themes
• Definitions
• Market in Brief
• Tough market conditions
• Market polarisation
• Energy efficiency is a key driver
• Brands are also important
• Future prospects
• Internal Market Environment
• Key points
• Household penetration of laundry machines plateaus
  • Figure 1: Ownership of washing machines, washer/dryers and tumble dryers, 2003-07
• Dishwashers still have growth potential
  • Figure 2: Ownership of dishwashers, 2003-07
• Improved reliability limits sales levels
  • Figure 3: Appliances bought new in the last 12 months, 2003-07
• Increasing imports pressure prices
  • Figure 4: Imports of washing machines and dishwashers, by source, 2004-07
• Broader Market Environment
• Key points
• Consumer confidence damages short term prospects
  • Figure 5: PDI and consumer expenditure, at constant 2002 prices, 2002-12
• Changes in age profile
  • Figure 6: UK poulation by age, 2002-12
• Increasing number of households increases potential
  • Figure 7: Trends in household size, UK, 2002-12
• Environmental concerns
• Competitive Context
• Key points
• Spending on durables a low priority
  • Figure 8: Expenditure priorities, 2006-08
• Competition for consumer spend means emphasis on value-for-money
• Growth lagging behind that of consumer spending
  • Figure 9: Consumer expenditure in selected sectors, 2002-07
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Value and Forecast
• Key points
• Market declines in 2007 but is set to take up again by 2009
  • Figure 10: UK market for laundry and dishwasher appliances, by volume and value, 2002-12
• The future
• Factors used in the forecast
• Segment Performance
• Key points
• Washing machines
  • Figure 11: UK market for washing machines, by volume and value, 2002-12
  • Figure 12: Volume sales of washing machines, by type, 2002-06
• Dryers
  • Figure 13: UK market for clothes dryers, by volume and value, 2002-12
  • Figure 14: Volume sales of clothes dryers, by type, 2002-06
• Dishwashers
  • Figure 15: UK market for dishwashers, by volume and value, 2002-12
  • Figure 16: Volume sales of dishwashers, by type, 2002-06
• Market Share
• Key points
• Washing machines
  • Figure 17: Brand shares in the washing machines market, by volume, 2003-07
• Clothes dryers
  • Figure 18: Brand shares in the clothes dryers market, by volume, 2003-07
• Dishwashers
  • Figure 19: Brand shares in the dishwashers market, by volume, 2003-07
• Companies and Products
  • Figure 20: Brands in the dishwasher and laundry appliance market, 2007
• Beko plc
• BSH Home Appliances Ltd (BSH)
• Candy Domestic Appliances
• Crosslee plc
• Electrolux Group AB
• The Indesit Company
• Miele
• Whirlpool UK Ltd
• Other companies
• Brand Communication and Promotion
• Key points
• Promotional spend grows
  • Figure 38: Main monitored media expenditure on washing machines/dryers and dishwashers, 2003-07
• Top two washing machine manufacturers increase adspend
  • Figure 39: Main monitored media expenditure on washing machines/dryers, 2006 and 2007
• Dishwashers
  • Figure 40: Main monitored media expenditure on dishwashers, 2006 and 2007
• Channels to Market
• Key points
• Laundry appliances shift to Internet
  • Figure 41: Volume sales of washing machines and dryers, by type of outlet, 2003-07
• Dishwasher outlets diversify
  • Figure 42: Volume sales of dishwashers, by type of outlet, 2003-07
• Ownership of Washing Machines/Dryers and Factors Affecting Choice
• Key points
• Ownership
• Young switch on to washer/dryers
  • Figure 43: Ownership of washing machines and combined washer/dryers, by age group, 2007
  • Figure 44: Ownership of combined washer/dryers, by socio-economic group, 2007
• Larger households prefer separate machines
  • Figure 45: Ownership of washing machines and tumble dryers, by household size and the presence of children in the household, 2007
• Empty nesters a target for combined washer/dryers
• Factors determining choice of washing machine
  • Figure 46: Most important factors when buying a washing machine, November 2007
• More promotion justified?
• Warranties offset lower prices
  • Figure 47: Interest in ' Lowest possible price' and ' extended warranties' , by age and socio-economic group, November 2007
• Machine features appeal to premium consumers
• Recommendations have limited impact
• Appendix
• Advertising data
• Abbreviations
• Attitudes -- Ownership of Washing Machines/Dryers and Factors Affecting Choice
  • Figure 58: Ownership of laundry and dishwashing appliances, by demographic sub-group, 2007
• Factors determining choice of washing machine
  • Figure 59: Most important factors when buying a washiing machine, by demographic sub-group, November 2007
  • Figure 60: Most important factors when buying a washiing machine, by demographic sub-group, November 2007
  • Figure 61: Most important factors when buying a washiing machine, by demographic sub-group, November 2007
• Appendix -- Ownership and Attitudes Towards Dishwashers
  • Figure 62: Attitudes towards dishwashers, by demographic sub-group, November 2007
  • Figure 63: Attitudes towards dishwashers, by demographic sub-group, November 2007
• Appendix -- Key Attitudes
  • Figure 64: Attitudes towards washing machines, tumble dryers and dishwashers, by demographic sub-group, November 2007
  • Figure 65: Attitudes towards washing machines, tumble dryers and dishwashers, by demographic sub-group, November 2007
  • Figure 66: Attitudes towards washing machines, tumble dryers and dishwashers, by demographic sub-group, November 2007
• Appendix -- Consumer Typologies
  • Figure 67: Consumer typologies in the laundry and dishwasher appliances market, by demographic sub-group, November 2007
  • Figure 68: Attitudes towards dishwashers, by consumer typology, November 2007
  • Figure 69: Factors determining choice of washing machine, by consumer typology, November 2007
  • Figure 70: Attitudes towards dishwashers among non-owners, by consumer typology, November 2007
  • Figure 71: Attitudes towards laundry and dishwasher appliances among non-owners of dishwashers, by consumer typology, November 2007