| KN29075 |
| KEY NOTE REPORT : Small Domestic Electrical Appliances: May 2005 |
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| Executive Summary |
| 1. Market Definition |
| REPORT COVERAGE |
| MARKET SECTORS |
| Small Kitchen Appliances |
| Non-Kitchen Appliances |
| Personal-Care Appliances |
| MARKET TRENDS |
| The Number of Households |
| The Discerning Consumer |
| The Shifting Global Balance of Production |
| ECONOMIC TRENDS |
| Population |
| Table 1: UK Resident Population Estimates by Sex (000), Mid-Years 2000-2004 |
| Gross Domestic Product |
| Table 2: UK Gross Domestic Product at Current and Annual Prices (£m), 2000-2004 |
| Inflation |
| Table 3: UK Rate of Inflation (%), 2000-2004 |
| Unemployment |
| Table 4: Actual Number of Unemployed Persons (million), 2000-2004 |
| Household Disposable Income |
| Table 5: Household Disposable Income Per Capita (£), 1999-2003 |
| MARKET POSITION |
| The UK |
| Household Expenditure on Household Appliances |
| Table 6: Household Expenditure on Household Appliances (£m at current prices), 1999-2003 |
| Household Expenditure on Personal Care |
| Table 7: Household Expenditure on Personal Care (£m at current prices), 1999-2003 |
| Overseas |
| 2. Market Size |
| THE TOTAL MARKET |
| Table 8: The Total UK Small Domestic Electrical Appliances Market by Sector by Value at Current Prices (£m at rsp), 2000-2004 |
| BY MARKET SECTOR |
| Small Kitchen Appliances |
| Table 9: The UK Small Kitchen Appliances Sector by Subsector by Value at Current Prices (£m at rsp), 2000-2004 |
| Non-Kitchen Appliances |
| Table 10: The UK Non-Kitchen Appliances Sector by Subsector by Value at Current Prices (£m at rsp), 2000-2004 |
| Personal-Care Appliances |
| Table 11: The UK Personal-Care Appliances Sector by Subsector by Value at Current Prices (£m at rsp), 2000-2004 |
| Hair-Care Appliances |
| Shaving Appliances |
| Electric Toothbrushes |
| OVERSEAS TRADE |
| Table 12: Imports and Exports of Small Domestic Electrical Appliances (£m), 2001 and 2003 |
| Imports |
| Table 13: UK Imports of Small Domestic Electrical Appliances (£000), 2003 |
| Intra-EC Arrivals |
| Extra-EC Imports |
| Exports |
| Table 14: UK Exports of Small Domestic Electrical Appliances (£000), 2003 |
| Intra-EC Dispatches |
| Extra-EC Exports |
| 3. Industry Background |
| RECENT HISTORY |
| INDUSTRY SYNOPSIS |
| NUMBER OF COMPANIES |
| Manufacturers |
| Table 15: Number of UK VAT-Based Enterprises Engaged in the Manufacture of Electrical Domestic Appliances by Turnover Sizeband, 2004 |
| Retailers |
| Table 16: Number of UK VAT-Based Enterprises Engaged in the Retail Sale of Electrical Household Appliances, and Radio and Television Goods by Turnover Sizeband, 2004 |
| EMPLOYMENT |
| Manufacturers |
| Table 17: Number of UK VAT-Based Enterprises Engaged in the Manufacture of Electrical Domestic Appliances by Employment Sizeband, 2004 |
| Retailers |
| Table 18: Number of UK VAT-Based Enterprises Engaged in the Retail Sale of Electrical Household Appliances, and Radio and Television Goods by Employment Sizeband, 2004 |
| REGIONAL VARIATIONS IN THE MARKETPLACE |
| DISTRIBUTION |
| Mass Merchandisers |
| Electrical Multiples |
| Department Stores |
| Independent Electrical Retailers |
| HOW ROBUST IS THE MARKET? |
| LEGISLATION |
| The Electrical Equipment (Safety) Regulations 1994 |
| Energy Using Products Directive |
| Waste Electrical and Electronic Equipment Directive |
| The Supply of Extended Warranties on Domestic Electrical Goods Order 2005 |
| Fair Trade Between the EU and China |
| TRADE ASSOCIATIONS |
| Association of Manufacturers of Domestic Appliances |
| European Committee of Domestic Equipment Manufacturers |
| Small Electrical Appliance Marketing Association |
| 4. Competitor Analysis |
| THE MARKETPLACE |
| MARKET LEADERS |
| Manufacturers |
| Alba PLC |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| Electrolux Household Appliances Ltd |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| Gillette UK Ltd |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| Philips Electronics UK Ltd |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| Salton Europe Ltd |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| Retailers |
| Dixons Group PLC |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| KESA Electricals PLC |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| PRG Powerhouse Ltd |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| OUTSIDE SUPPLIERS |
| Chemicals |
| Plastic Processors |
| Electronic Components |
| MARKETING ACTIVITY |
| Main Media Advertising Expenditure |
| Table 19: Main Media Advertising Expenditure on Small Domestic Electrical Appliances (£000), Years Ending December 2003 and 2004 |
| Electric Hair Appliances |
| Table 20: Main Media Advertising Expenditure on Electrical Hair Appliances (£000), Year Ending December 2004 |
| Electric and Battery Shavers |
| Table 21: Main Media Advertising Expenditure on Electric and Battery Shavers (£000), Year Ending December 2004 |
| Kettles, Percolators and Coffee Makers |
| Table 22: Main Media Advertising Expenditure on Kettles, Percolators and Coffee Makers (£000), Year Ending December 2004 |
| Food Mixers and Processors |
| Table 23: Main Media Advertising Expenditure on Food Mixers and Processors (£000), Year Ending December 2004 |
| Electric Irons |
| Table 24: Main Media Advertising Expenditure on Electric Irons (£000), Year Ending December 2004 |
| Recent Promotions |
| Dixons |
| Femme Fatale Bikini Trimmer |
| Gillette |
| Other Marketing Activities |
| Sponsorship |
| Fund Raising |
| Exhibitions |
| Ambiente |
| AMDEA Domestic Appliance Show |
| HomeTech Cologne |
| International Appliance Technical Conference & Exhibition |
| International Housewares Show |
| New York Gourmet Housewares Show |
| 5. Strengths, Weaknesses, Opportunities and Threats |
| STRENGTHS |
| WEAKNESSES |
| OPPORTUNITIES |
| THREATS |
| 6. Buying Behaviour |
| CONSUMER PENETRATION |
| Electrical Kitchen Appliances |
| Table 25: Ownership of Electrical Kitchen Appliances (% of adults), 2004 |
| Electric Kettles |
| Table 26: Ownership of Electric Kettles by Sex, Age and Social Grade (% of adults), 2004 |
| Electric Irons |
| Table 27: Ownership of Electric Irons by Sex, Age and Social Grade (% of adults), 2004 |
| Electric Toasters |
| Table 28: Ownership of Electric Toasters by Sex, Age and Social Grade (% of adults), 2004 |
| Electric Toasted Sandwich Makers |
| Table 29: Ownership of Electric Toasted Sandwich Makers by Sex, Age and Social Grade (% of adults), 2004 |
| Electric Food Processors |
| Table 30: Ownership of Electric Food Processors by Sex, Age and Social Grade (% of adults), 2004 |
| Electric Food Mixers |
| Table 31: Ownership of Electric Food Mixers by Sex, Age and Social Grade (% of adults), 2004 |
| Electric Liquidisers/Blenders |
| Table 32: Ownership of Electric Liquidisers/Blenders by Sex, Age and Social Grade (% of adults), 2004 |
| Electric Deep-Fat Fryers |
| Table 33: Ownership of Electric Deep-Fat Fryers by Sex, Age and Social Grade (% of adults), 2004 |
| Pressure Cookers |
| Table 34: Ownership of Pressure Cookers by Sex, Age and Social Grade (% of adults), 2004 |
| Electric Filter Coffee Makers |
| Table 35: Ownership of Electric Filter Coffee Makers by Sex, Age and Social Grade (% of adults), 2004 |
| Slow Cookers/Cookpots |
| Table 36: Ownership of Slow Cookers/Cookpots by Sex, Age and Social Grade (% of adults), 2004 |
| Personal-Care Appliances |
| Table 37: Ownership of Personal-Care Appliances (% of adults), 2004 |
| Hairdryers |
| Table 38: Ownership of Hairdryers by Sex, Age and Social Grade (% of adults), 2004 |
| Electric Toothbrushes |
| Table 39: Ownership of Electric Toothbrushes by Sex, Age and Social Grade (% of adults), 2004 |
| Heated Styling Brushes/Tongs |
| Table 40: Ownership of Electric Styling Tongs by Sex, Age and Social Grade (% of adults), 2004 |
| Men's Electric Shavers |
| Table 41: Ownership of Men's Electric Shavers by Age and Social Grade (% of men), 2004 |
| Women's Electric Shavers |
| Table 42: Ownership of Women's Electric Shavers by Age and Social Grade (% of women), 2004 |
| Electrically Heated Hair Rollers and Electric Beard Trimmers |
| EXPENDITURE AND FOOD SURVEY |
| 7. Current Issues |
| CLOSURES, MERGERS AND ACQUISITIONS |
| Groupe SEB |
| The Procter & Gamble Company |
| BOARD AND SENIOR MANAGEMENT CHANGES |
| Bosch und Siemens Hausgeräte GmbH |
| Dixons Group PLC |
| KESA Electricals PLC |
| Koninklijke Philips Electronics NV |
| Rayovac Corporation |
| NEW PRODUCTS |
| Hinari Cafetiere |
| Moulinex |
| 8. The Global Market |
| OVERVIEW |
| SELECTED GLOBAL COMPETITORS |
| BSH Bosch und Siemens Hausgeräte GmbH |
| De'Longhi SpA |
| Glen Dimplex Group |
| Groupe SEB |
| Koninklijke Philips Electronics NV |
| Remington Products Company LLC |
| Salton Inc |
| 9. Forecasts |
| INTRODUCTION |
| Economic Forecasts |
| FORECASTS 2005 TO 2009 |
| Table 43: The Forecast Total UK Small Domestic Electrical Appliances Market by Sector by Value at Current Prices (£m at rsp), 2005-2009 |
| Small Kitchen Appliances |
| Table 44: The Forecast UK Small Kitchen Appliances Sector by Subsector by Value at Current Prices (£m at rsp and %), 2005-2009 |
| Non-Kitchen Appliances |
| Table 45: The Forecast UK Non-Kitchen Appliances Sector by Subsector by Value at Current Prices (£m at rsp and %), 2005-2009 |
| Personal-Care Appliances |
| Table 46: The Forecast UK Personal-Care Appliances Sector by Subsector by Value at Current Prices (£m at rsp and %), 2005-2009 |
| FUTURE TRENDS |
| Demographics |
| Technological Innovation |
| Environmental Concerns |
| Discounting |
| 10. Company Profiles |
| Alba Plc |
| Dixons Group Plc |
| Electrolux Household Appliances Ltd |
| Gillette Uk Ltd |
| KESA Electricals PLC |
| Philips Electronics Uk Ltd |
| 13. Further Sources |
| Associations |
| General Sources |
| Government Publications |
| Other Sources |
| Bonnier Information Sources |
| This Key Note Market Report on small domestic electrical appliances covers the market for small kitchen appliances, non-kitchen appliances (irons and hand-held vacuum cleaners) and personal-care appliances. In 2004, the total UK small domestic electrical appliances market was worth £872.9m at retail selling prices (rsp), a rise of 4% on 2003. |
| The UK market for small domestic electrical appliances is already one of maturity, with a high proportion of purchases being for replacement purposes. At the same time, the difference between low-end commodity products and the high end of the market is growing, as some consumers seek sophisticated, energy-efficient products, while others make a choice based solely on price. One of the largest challenges facing the industry is the issue |
| of disposal, and it seems inevitable that end prices to the consumer will rise when legislation that makes producers responsible for taking back and recycling electrical and electronic equipment comes into effect in |
| January 2006. |
| A growing Eastern European market, competition from Asian companies, price erosion and retail consolidation are just some of the other concerns facing Western European appliances manufacturers. The most important current development in the structure of the global manufacturing industry is the acquisition of The Gillette Company by The Procter & Gamble Company (P&G), which is expected to be complete in autumn 2005. |
| Electrical retailing, meanwhile, is competitive, fast moving and technology driven, and the abolition of resale price maintenance, the involvement of grocery multiples and the advent of Internet retailing have contributed to making market conditions difficult for the independent specialist retailer. |
| `Core' small domestic electrical appliances, such as kettles, are regarded as necessities in most households, the numbers of which continue to increase. However, in other product sectors, it is generally possible to trade down or defer purchases in any economic downturn. Ever-lowering prices for electrical equipment are obviously of great advantage to the consumer, but ensure that value growth of the market does not match that of rises in volume. How long the independent specialist can survive with such low margins remains to be seen, but the manufacturers have found themselves in a vicious circle. Reduced profits through discounting equate to reduced investment in new product development (NPD), although this is essential to expand the market. In addition, aggressive discounting might damage a brand's reputation, which the independent specialist first helped to build. |
Text © 2005Key Note
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Last updated by Amanda Porteous 2005
