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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

MARKET SEGMENTATION

Table 1: Total UK Domestic Appliances Market by Value (£m and percent), 1996 and 1997

Table 2: New Housing Starts in Great Britain (number of dwellings), 1992-1997

Table 3: Number of UK Households (million), 1992-1998

Table 4: UK Household Appliances (White Goods) Market Segmentation by Value ( percent), 1993-1997

Market Size

THE TOTAL MARKET

MARKET SECTORS

OVERSEAS TRADE

Table 5: The UK Market for Household Appliances (White Goods) by Value (£m), 1993-1997

Table 6: The UK Market for Household Appliances (White Goods) by Volume (000), 1993-1997

Table 7: The UK Market for Refrigeration Equipment by Volume and Value (000 and £m), 1993-1997

Table 8: The UK Market for Electric Cookers by Volume and Value (000 and £m), 1993-1997

Table 9: The UK Market for Gas Cookers by Volume and Value (000 and £m), 1993-1997

Table 10: The UK Market for Microwave Ovens by Volume and Value (000 and £m), 1993-1997

Table 11: The UK Market for Washing Machines by Volume and Value (000 and £m), 1993-1997

Table 12: The UK Market for Tumble Dryers and Spin-Dryers by Volume and Value (000 and £m), 1993-1997

Table 13: The UK Market for Washer-Dryers by Volume and Value (000 and £m), 1993-1997

Table 14: The UK Market for Dishwashers by Volume and Value (000 and £m), 1993-1997

Table 15: UK Imports of White Goods by Volume (000), 1993-1996

Table 16: Import Penetration of White Goods in the UK Market by Volume ( percent), 1993-1996

Industry Background

RECENT HISTORY

SAFETY MATTERS

ENVIRONMENTAL/LEGISLATIVE CONCERNS

THE EUROPEAN PICTURE

INDUSTRY CONCENTRATION

DISTRIBUTION

TRADE ASSOCIATIONS

Table 17: Market Shares in the Retail Distribution of Refrigerators, Freezers and Fridge-Freezers by Volume ( percent), 1997

Table 18: Market Shares in the Retail Distribution of Free-Standing Electric Cookers by Volume ( percent), 1997

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

Table 20: Market Shares in the Retail Distribution of Free-Standing Gas Cookers by Volume ( percent), 1997

Table 21: Market Shares in the Retail Distribution of Built-In Gas Cookers by Volume ( percent), 1997

Table 22: Market Shares in the Retail Distribution of Microwave Ovens by Volume ( percent), 1997

Table 23: Market Shares in the Retail Distribution of Home Laundry Appliances by Volume ( percent), 1997

Table 24: Market Shares in the Retail Distribution of Dishwashers by Volume ( percent), 1997

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 25: Leading White Goods Brands and Parent Companies, 1997

Table 26: UK Manufacturers' Shares of the Cooking Appliances Market by Volume ( percent), 1997

Table 27: UK Manufacturers' Shares of the Microwave Oven Market by Volume ( percent), 1997

Table 28: UK Manufacturers' Shares of the Refrigeration Equipment Market by Volume ( percent), 1997

Table 29: UK Manufacturers' Shares of the Home Laundry Appliances Market by Volume ( percent), 1997

Table 30: UK Manufacturers' Shares of the Dishwashers Market by Volume ( percent), 1997

Table 31: Main Media Advertising Expenditure on White GoodsÅ by Product Sector (£m), 1995-1998

Table 32: Main Media Advertising Expenditure on White Goods Generic Campaigns (£m), 1996 and 1997

Table 33: Main Media Advertising Expenditure by Individual Product Campaign, (£m), 1996 and 1997

Table 34: Main Media Advertising Expenditure by Selected Electrical Retailers (£m and percent), 1996 and 1998

Strengths, Weaknesses, Opportunities and Threats (SWOT)

THE TOTAL MARKET

REFRIGERATION EQUIPMENT

COOKERS

MICROWAVE OVENS

HOME LAUNDRY APPLIANCES

DISHWASHERS

Buying Behaviour

CONSUMER PENETRATION

PURCHASING PROFILES

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

Table 36: Ownership of White Goods ( percent of households owning), 1995-1997

Table 37: Ownership of White Goods by Social Grade, Region and Household Type ( percent households), 1997

Table 38: Purchasing Levels of White Goods ( percent of households buying new in the last 12 months), 1996 and 1997

Outside Suppliers to the Industry

INTRODUCTION

THE CHEMICALS INDUSTRY

ELECTRONIC COMPONENT MANUFACTURERS

PLASTICS PROCESSORS

RUBBER MANUFACTURERS AND PROCESSORS

Current Issues

RETAIL PRICING STRUCTURE

THE IMPACT OF ENERGY LABELLING

GAS AND ELECTRICAL APPLIANCE RETAILING

THE ROLE OF THE INTERNET

NEW LAUNCHES

COMPANY ACTIVITY

ENVIRONMENTAL CONCERNS

LEGISLATION

Forecasts

FACTORS AFFECTING THE MARKET

FORECASTS FROM 1997 TO 2002

GROWTH OPPORTUNITIES

THE IMPACT OF FASHION

FOOD SAFETY AND HYGIENE ISSUES

RETAIL PRICING ISSUES

THE STATE OF THE ECONOMY

Table 39: Forecast of the UK Market for Household Appliances (White Goods) by Value (£m at rsp), 1997-2002

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 UK white goods market covers sectors such as home laundry appliances, refrigeration equipment, cooking appliances, microwave ovens and dishwashers. The market experienced strong growth between 1996 and 1997, to reach a value of £2.49bn in 1997, an increase of 11.5 percent on the previous year, and 23.5 percent up on 1993. The market benefited from the effects of a strong economy in 1997, with high levels of personal disposable income (PDI), an active housing market with rising property prices and the effects of building society windfall payments. Volume sales were also up in 1997, reaching 9.8 million units. This represents growth of 9.4 percent over 1996 and an increase of 23.7 percent since 1993. The higher level of growth by value than volume indicates that there is a degree of trading up by consumers in what is essentially a replacement market. With fewer first-time buyers entering the market, it has been essential for manufacturers to encourage existing owners to upgrade and/or replace their appliances more often.

In 1997, the largest white goods sector by volume was that of washing machines, which accounted for 17.6 percent of the total market. This is to be expected as, although it is a very mature market, there is a high level of replacement as the appliances tend to break down more often than in other sectors. The next largest sector by volume in 1997 was microwave ovens, accounting for 16.5 percent of sales and fridge-freezers, accounting for a further 13.8 percent share. In terms of value, the largest sector is again the washing machines market, with a share of 21.5 percent, followed by electric cookers (free-standing and built-in), with 15.6 percent and fridge-freezers, with 14.8 percent.

There was strong growth in the white goods market between 1996 and 1997, but this is unlikely to be repeated in 1998 due to less favourable economic conditions, with higher interest rates acting as a brake on consumer spending. The trend for trading up is likely to continue, however, as the growing understanding of energy labels helps to boost sales of the more efficient appliances. With energy usage being quoted on appliances, it is easier for consumers to see the benefits of spending more initially on an appliance that will cost them less to run in the long term. Between 1998 and 2002, therefore, the projected market growth in terms of value is projected to be relatively modest, at around 2 percent to 3 percent per annum, resulting in overall growth of 10.4 percent, to reach £2.8bn by the year 2002.

Text © 1998 Key Note

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