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Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: White Goods as a Proportion of the Total UK Domestic Appliances Market by Value (£000 and percent), 1996

Table 2: New Housing Starts in Great Britain (number of dwellings), 1991-1996

Table 3: Number of UK Households (million), 1991-1997

Table 4: UK Market Segmentation of White Goods by Value ( percent), 1992-1996

Market Size

THE TOTAL MARKET

WASHING MACHINES

CLOTHES DRYERS

WASHER-DRYERS

REFRIGERATORS AND FREEZERS

COOKERS

MICROWAVE OVENS

DISHWASHERS

IMPORTS

Table 5: The UK Market for Household Appliances (White Goods) by Volume (000), 1992-1996

Table 6: The UK Market for Household Appliances (White Goods) by Value (£m at rsp), 1992-1996

Table 7: The UK Market for Washing Machines by Volume and Value (000 and £m), 1992-1996

Table 8: The UK Market for Clothes Dryers by Volume and Value (000 and £m), 1992-1996

Table 9: The UK Market for Washer-Dryers by Volume and Value (000 and £m), 1992-1996

Table 10: The UK Market for Refrigerators and Freezers by Volume and Value (000 and £m), 1992-1996

Table 11: The UK Market for Electric Cookers by Volume and Value (000 and £m), 1992-1996

Table 12: The UK Market for Gas Cookers by Volume and Value (000 and £m), 1992-1996

Table 13: The UK Market for Microwave Ovens by Volume and Value (000 and £m), 1992-1996

Table 14: The UK Market for Dishwashers by Volume and Value (000 and £m), 1992-1996

Table 15: UK Imports of White Goods by Volume (000), 1992-1996

Table 16: Import Penetration of White Goods in the UK Market by Volume ( percent), 1992-1996

Industry Background

HISTORICAL BACKGROUND

INDUSTRY CONCENTRATION

DISTRIBUTION

TRADE ASSOCIATIONS

Table 17: Market Shares in the Retail Distribution of Home Laundry Appliances by Volume ( percent), 1996

Table 18: Market Shares in the Retail Distribution of Refrigerators, Freezers and Fridge-Freezers by Volume ( percent), 1996

Table 19: Market Shares in the Retail Distribution of Freestanding Electric Cookers by Volume ( percent), 1996

Table 20: Market Shares in the Retail Distribution of Built-In Electric Cookers by Volume ( percent), 1996

Table 21: Market Shares in the Retail Distribution of Freestanding Gas Cookers by Volume ( percent), 1996

Table 22: Market Shares in the Retail Distribution of Built-In Gas Cookers by Volume ( percent), 1996

Table 23: Market Shares in the Retail Distribution of Microwave Ovens by Volume ( percent), 1996

Table 24: Market Shares in the Retail Distribution of Dishwashers by Volume ( percent), 1996

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 25: Leading White Goods Brands and Parent Companies, 1996

Table 26: UK Manufacturers' Shares of the Cooking Appliances Market by Type of Appliance by Volume ( percent), 1996

Table 27: UK Manufacturers' Shares of the Microwave Oven Market by Volume ( percent), 1996

Table 28: UK Manufacturers' Shares of the Home Laundry Appliances Market by Volume ( percent), 1996

Table 29: Manufacturers' Shares of the Refrigeration Market by Volume ( percent), 1996

Table 30: Manufacturers' Shares of the Dishwashers Market by Volume ( percent), 1996

Table 31: Main Media Advertising Expenditure on White Goods by Product Sector (£m), Years to December 1994-1996

Table 32: Main Media Advertising Expenditure on White Goods' Generic Campaigns (£m), Years to December 1994-1996

Table 33: Main Media Advertising Expenditure by Company Brand and Sector, (£m), Years to December 1995 and 1996

Table 34: Main Media Advertising Expenditure by Selected Electrical Retailers (£m), Years to December 1995 and 1996

Strengths, Weaknesses, Opportunities and Threats (SWOT)

THE TOTAL MARKET

COOKERS

MICROWAVE OVENS

WASHING MACHINES AND DRYERS

REFRIGERATORS AND FREEZERS

DISHWASHERS

Buying Behaviour

CONSUMER PENETRATION

PURCHASING PATTERNS

Table 35: Household Penetration of White Goods in Great Britain ( percent), 1985-1995

Table 36: Ownership of White Goods ( percent of adults/households owning), 1995 and 1996

Table 37: Purchasing Levels of White Goods Bought New in the Last 12 Months ( percent of adults/households), 1995 and 1996

Outside Suppliers to the Industry

INTRODUCTION

ELECTRONIC COMPONENT MANUFACTURERS

PLASTICS PROCESSORS

RUBBER MANUFACTURERS AND PROCESSORS

THE CHEMICALS INDUSTRY

Current Issues

NEW DEVELOPMENTS

NEW LAUNCHES

COMPANY ACTIVITY

ENVIRONMENTAL CONCERNS

LEGISLATION

Forecasts

FACTORS INFLUENCING THE MARKET

FORECASTS 1997 TO 2001

GROWTH OPPORTUNITIES

ECONOMIC RECOVERY

ENVIRONMENTAL/LABELLING ISSUES

Table 38: Forecast UK Market for Household Appliances (White Goods) by Value (£m at rsp), 1997-2001

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

The retail market for white goods (covering home laundry appliances, refrigeration equipment, cooking equipment and dishwashers) was worth an estimated £2.23bn in 1996, an increase of 5.9 percent on 1995, with the market having recovered after suffering declines in volume and value during the recession of the early 1990s. The volume of white goods appliances sold in 1996 was just under 9 million units, an increase of 4.3 percent on 1995, and up 13 percent since 1993.

By volume, the largest sectors in the white goods market in 1996 were washing machines, with an 18.1 percent share, microwave ovens (17.3 percent share) and fridge-freezers (13 percent share). By value, the share accounted for by microwave ovens is much less (8.7 percent), due to the price-cutting tactics of the manufacturers in that sector.

The white goods market in 1996, as in previous years, was dominated by a small number of suppliers, each of which are multinational companies with worldwide interests. These companies have grown by taking over other medium-sized companies in the market. The largest white goods companies in the UK in 1996 were Electrolux, GEC, Merloni and Whirlpool, each of which is active in the all the major white goods product sectors.

In terms of retail distribution, the white goods market is dominated by the electrical multiples, such as Curry's and Comet, although there are some minor variations within individual product sectors. The former electricity boards shops (RECs) are also important, but have lost out somewhat to the multiples after the upheaval of electricity privatisation with the sale of many stores, with most companies tending to focus more on out-of-town superstores. The share of the market taken by independent electrical retailers is constantly threatened by the strength of the multiples however.

The recovery in sales in the white goods market witnessed in 1995 and 1996 is expected to continue over the next 5 years, provided the economic recovery continues at its current rate. The effects of `energy labelling' of appliances may also help to boost the overall market value. There will continue to be a polarisation of the market between expensive and budget appliances in most sectors. Between 1997 and 2001, the market is forecast to grow by 13.3 percent overall, giving an estimated market size by value of £2.61bn by 2001.

Text © 1997 Key Note

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