Domestic Electrical Appliances in Australia
Euromonitor International's Domestic Electrical Appliances in Australia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 197 | Publication date: Jan 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Large kitchen appliances; Small electrical appliances
Executive summary
Focus shifting from consumer electronics to domestic appliances
Falling profit margins on many consumer electronics products such as plasma and LCD screens has prompted retailers to once again turn their attention to domestic electrical appliances. Unlike in consumer electronics where the market is generally being built through a progressive lowering of prices, many manufacturers in domestic electrical appliances are instead focusing on building value growth through premium ranges and additional features. This trend is occurring across the board but particularly in laundry appliances, large cooking appliances and vacuum cleaners.
European brands emerge in the kitchen
A combination of strong economic growth, matched with a growing interest in developing culinary skills has led to consumers tending more towards premium brands, particularly those from Europe, from where most of Australia’s culinary traditions originate. Whilst this trend towards European brands is strongest in the large cooking appliances, where they are perceived as being the ultimate in style and the leaders in built-in appliances, it is also growing in washing machines and dishwashers due to advances that European brands have made in water efficiency.
Australians willing to ask for advice
The domestic electrical appliance market is becoming increasingly complex and confusing to the average Australian. With a variety of new categories and advances in technology – whether it be induction cooking or a Dyson vacuum cleaner – and Australians affluent enough to purchase them, they both need and desire trained sales people to explain the pros and cons of each appliance. For this reason Australians are migrating from retailers at the bottom end of the market, to those at the top, giving retailers the opportunity to both convince consumers to trade up and introduce the market to the growing number of advanced appliances. Given the confounding new technologies on offer it is crucial that manufacturers are able to train retailers to explain the benefits of these appliances to middle Australia.
Coffee machines reach saturation point
Australia’s love affair with coffee has ensured that one appliance has grown faster than any other: coffee machines. This however appears to be coming to an end, as the market reaches saturation and unit growth slows. With most coffee-loving consumers now onto their second or third machine, Australians are in the mood to trade up to fully automatic machines at higher price points, providing ample opportunities for manufacturers to still create value growth. Australia’s mission to create the perfect cup of coffee has also led to strong growth in coffee mills.
Ease of cleaning, health and hygiene become the new battlefields
Australians are becoming increasingly time poor and attempting to fit as much as they possibly can into their lives. Recognising this, manufacturers are increasingly pushing appliances that reduce one of the least welcome and time consuming chores: cleaning. Easy to clean cooking and food preparation appliances have consequently been developed. At the same time consumers are becoming increasingly concerned about their health, whether it be their weight or the growing proportion of Australians with either asthma or allergies, leading to growth in food steamers, asthma-friendly vacuum cleaners and air conditioners and germ killing washing machines and dishwashers.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN AUSTRALIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Focus shifting from consumer electronics to domestic appliances
European brands emerge in the kitchen
Australians willing to ask for advice
Coffee machines reach saturation point
Ease of cleaning, health and hygiene become the new battlefields
KEY TRENDS AND DEVELOPMENTS
Interest rate rises polarise the market
Housing affordability a major and growing problem
Environmental concerns go mainstream
Baby boomers spending retirement in the kitchen
Gift giving moves from the functional to the indulgent
Building brands through built-in
Growth in both inner and outer suburbs
MARKET INDICATORS
Table 1 Household ownership of durable goods by type of household 2005 (%)
MARKET DATA
Table 2 Household Ownership of Durable Goods 2007
Table 3 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2002-2007
Table 4 Replacement Cycles of Domestic Electrical Appliances by Sector 2007
MARKET DATA
Table 5 Sales of Domestic Electrical Appliances by Sector: Volume 2002-2007
Table 6 Sales of Domestic Electrical Appliances by Sector: Value 2002-2007
Table 7 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2002-2007
Table 8 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2002-2007
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2002-2007
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2002-2007
Table 11 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2002-2007
Table 12 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2002-2007
Table 13 Company Shares of Large Kitchen Appliances 2003-2007
Table 14 Brand Shares of Large Kitchen Appliances 2004-2007
Table 15 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 16 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 17 Large Kitchen Appliances by Distribution Format: % Breakdown 2002-2007
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2007-2012
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2007-2012
Table 20 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2007-2012
Table 21 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2007-2012
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2007-2012
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2007-2012
Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2007-2012
Table 25 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRALIA
ALESCO CORP LTD - DOMESTIC ELECTRICAL APPLIANCES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Alesco Corporation Limited: Key Facts
Summary 3 Alesco Corporation Limited: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Alesco Corporation Limited: Competitive Position 2007
GAF CONTROL (SALES) PTY LTD - DOMESTIC ELECTRICAL APPLIANCES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 GAF Control (Sales) Pty Ltd: Key Facts
Summary 6 GAF Control (Sales) Pty Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 GAF Control (Sales) Pty Ltd: Competitive Position 2007
GUD HOLDINGS LTD - DOMESTIC ELECTRICAL APPLIANCES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 GUD Holdings Limited: Key Facts
Summary 9 GUD Holdings Limited: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 GUD Holdings Limited: Competitive Position 2007
HOUSEWARES INTERNATIONAL LTD - DOMESTIC ELECTRICAL APPLIANCES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Housewares International Ltd: Key Facts
Summary 12 Housewares International Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Housewares International Limited: Competitive Position 2007
SAMPFORD IXL PTY LTD - DOMESTIC ELECTRICAL APPLIANCES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Sampford IXL Pty Ltd: Key Facts
Summary 15 Sampford IXL Pty Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Sampford IXL Pty Ltd: Competitive Position 2006
REFRIGERATION APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Retail Sales of Wine 2002-2012
Table 27 Sales of Chilled Food v Frozen Food 2002-2012
Table 28 Sales of Fresh Food 2002-2012
Table 29 Sales of Refrigeration Appliances by Subsector: Volume 2002-2007
Table 30 Sales of Refrigeration Appliances by Subsector: Value 2002-2007
Table 31 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2002-2007
Table 32 Sales of Refrigeration Appliances by Subsector: % Value Growth 2002-2007
Table 33 Sales of Fridge Freezers by Format: % Breakdown 2003-2007
Table 34 Sales of Fridges by Format: % Breakdown 2003-2007
Table 35 Sales of Freezers by Format: % Breakdown 2003-2007
Table 36 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2003-2007
Table 37 Sales of Fridges by Volume Capacity: % Breakdown 2003-2007
Table 38 Sales of Freezers by Volume Capacity: % Breakdown 2003-2007
Table 39 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2007
Table 40 Company Shares of Refrigeration Appliances 2003-2007
Table 41 Brand Shares of Refrigeration Appliances 2004-2007
Table 42 Company Shares of Built-in Fridge Freezers 2003-2007
Table 43 Company Shares of Freestanding Fridge Freezers 2003-2007
Table 44 Company Shares of Built-in Fridges 2003-2007
Table 45 Company Shares of Freestanding Fridges 2003-2007
Table 46 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2007-2012
Table 47 Forecast Sales of Refrigeration Appliances by Subsector: Value 2007-2012
Table 48 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2007-2012
Table 49 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2007-2012
HOME LAUNDRY APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Home Laundry Appliances by Subsector: Volume 2002-2007
Table 51 Sales of Home Laundry Appliances by Subsector: Value 2002-2007
Table 52 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2002-2007
Table 53 Sales of Home Laundry Appliances by Subsector: % Value Growth 2002-2007
Table 54 Sales of Automatic Washing Machines by Format: % Breakdown 2002-2007
Table 55 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2007
Table 56 Sales of AutomaticTumble Dryers by Format: % Breakdown 2003-2007
Table 57 Company Shares of Home Laundry Appliances 2003-2007
Table 58 Brand Shares of Home Laundry Appliances 2004-2007
Table 59 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2007-2012
Table 60 Forecast Sales of Home Laundry Appliances by Subsector: Value 2007-2012
Table 61 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2007-2012
Table 62 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2007-2012
DISHWASHERS IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Dishwashers by Subsector: Volume 2002-2007
Table 64 Sales of Dishwashers by Subsector: Value 2002-2007
Table 65 Sales of Dishwashers by Subsector: % Volume Growth 2002-2007
Table 66 Sales of Dishwashers by Subsector: % Value Growth 2002-2007
Table 67 Sales of Dishwashers by Format: % Breakdown 2003-2007
Table 68 Company Shares of Dishwashers 2003-2007
Table 69 Brand Shares of Dishwashers 2004-2007
Table 70 Forecast Sales of Dishwashers by Subsector: Volume 2007-2012
Table 71 Forecast Sales of Dishwashers by Subsector: Value 2007-2012
Table 72 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2007-2012
Table 73 Forecast Sales of Dishwashers by Subsector: % Value Growth 2007-2012
LARGE COOKING APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 74 Sales of Large Cooking Appliances by Subsector: Volume 2002-2007
Table 75 Sales of Large Cooking Appliances by Subsector: Value 2002-2007
Table 76 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 77 Sales of Large Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 78 Sales of Cookers by Gas/Electric: % Breakdown 2002-2007
Table 79 Sales of Range Cookers by Format: % Breakdown 2002-2007
Table 80 Sales of Ovens by Standard/Multifunctional: % Breakdown 2002-2007
Table 81 Sales of Built-in Hobs by Format: % Breakdown 2002-2007
Table 82 Sales of Freestanding Hobs by Format: % Breakdown 2002-2007
Table 83 Company Shares of Large Cooking Appliances 2003-2007
Table 84 Brand Shares of Large Cooking Appliances 2004-2007
Table 85 Company Shares of Cookers 2003-2007
Table 86 Company Shares of Range Cookers 2003-2007
Table 87 Company Shares of Ovens 2003-2007
Table 88 Company Shares of Hobs 2003-2007
Table 89 Company Shares of Built-in Hobs 2003-2007
Table 90 Company Shares of Freestanding Hobs 2003-2007
Table 91 Company Shares of Cooker Hoods 2003-2007
Table 92 Company Shares of Built-in Cooker Hoods 2003-2007
Table 93 Company Shares of Freestanding Cooker Hoods 2003-2007
Table 94 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2007-2012
Table 95 Forecast Sales of Large Cooking Appliances by Subsector: Value 2007-2012
Table 96 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 97 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2007-2012
MICROWAVES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 Retail Sales of Ready Made Meals 2002-2012
Table 99 Sales of Microwaves by Subsector: Volume 2002-2007
Table 100 Sales of Microwaves by Subsector: Value 2002-2007
Table 101 Sales of Microwaves by Subsector: % Volume Growth 2002-2007
Table 102 Sales of Microwaves by Subsector: % Value Growth 2002-2007
Table 103 Company Shares of Microwaves 2003-2007
Table 104 Brand Shares of Microwaves 2004-2007
Table 105 Microwaves by Distribution Format: % Analysis 2002-2007
Table 106 Forecast Sales of Microwaves by Subsector: Volume 2007-2012
Table 107 Forecast Sales of Microwaves by Subsector: Value 2007-2012
Table 108 Forecast Sales of Microwaves by Subsector: % Volume Growth 2007-2012
Table 109 Forecast Sales of Microwaves by Subsector: % Value Growth 2007-2012
FOOD PREPARATION APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 110 Sales of Food Preparation Appliances by Subsector: Volume 2002-2007
Table 111 Sales of Food Preparation Appliances by Subsector: Value 2002-2007
Table 112 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2002-2007
Table 113 Sales of Food Preparation Appliances by Subsector: % Value Growth 2002-2007
Table 114 Company Shares of Food Preparation Appliances 2003-2007
Table 115 Brand Shares of Food Preparation Appliances 2004-2007
Table 116 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2007-2012
Table 117 Forecast Sales of Food Preparation Appliances by Subsector: Value 2007-2012
Table 118 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2007-2012
Table 119 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2007-2012
SMALL COOKING APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 120 Retail Sales of Coffee 2002-2012
Table 121 Share of Coffee Pods % Breakdown 2004-2007
Table 122 Sales of Small Cooking Appliances by Subsector: Volume 2002-2007
Table 123 Sales of Small Cooking Appliances by Subsector: Value 2002-2007
Table 124 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 125 Sales of Small Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 126 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2007
Table 127 Company Shares of Small Cooking Appliances 2003-2007
Table 128 Brand Shares of Small Cooking Appliances 2004-2007
Table 129 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2007-2012
Table 130 Forecast Sales of Small Cooking Appliances by Subsector: Value 2007-2012
Table 131 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 132 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2007-2012
SMALL KITCHEN APPLIANCES (NON-COOKING) IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 133 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2002-2007
Table 134 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2002-2007
Table 135 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2002-2007
Table 136 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2002-2007
Table 137 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 138 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 139 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2007-2012
Table 140 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2007-2012
Table 141 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2007-2012
Table 142 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2007-2012
VACUUM CLEANERS IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 143 Sales of Vacuum Cleaners by Subsector: Volume 2002-2007
Table 144 Sales of Vacuum Cleaners by Subsector: Value 2002-2007
Table 145 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2002-2007
Table 146 Sales of Vacuum Cleaners by Subsector: % Value Growth 2002-2007
Table 147 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2007
Table 148 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2007
Table 149 Company Shares of Vacuum Cleaners 2003-2007
Table 150 Brand Shares of Vacuum Cleaners 2004-2007
Table 151 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2007-2012
Table 152 Forecast Sales of Vacuum Cleaners by Subsector: Value 2007-2012
Table 153 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2007-2012
Table 154 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2007-2012
IRONS IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 155 Sales of Irons: 2002-2007
Table 156 Sales of Irons: % Growth 2002-2007
Table 157 Unit Sales of Irons by Format: % Breakdown 2003-2007
Table 158 Company Shares of Irons 2003-2007
Table 159 Brand Shares of Irons 2004-2007
Table 160 Forecast Sales of Irons: 2007-2012
Table 161 Forecast Sales of Irons: % Growth 2007-2012
PERSONAL CARE APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 162 Sales of Personal Care Appliances: 2002-2007
Table 163 Sales of Personal Care Appliances: % Growth 2002-2007
Table 164 Sales of Hair Care Appliances by Format: % Breakdown 2002-2007
Table 165 Sales of Body Shavers by Type: % Breakdown 2002-2007
Table 166 Company Shares of Personal Care Appliances 2003-2007
Table 167 Brand Shares of Personal Care Appliances 2004-2007
Table 168 Forecast Sales of Personal Care Appliances: 2007-2012
Table 169 Forecast Sales of Personal Care Appliances: % Growth 2007-2012
AIR TREATMENT PRODUCTS IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 170 Sales of Air Treatment Products: 2002-2007
Table 171 Sales of Air Treatment Products: % Growth 2002-2007
Table 172 Company Shares of Air Treatment Products 2003-2007
Table 173 Brand Shares of Air Treatment Products 2004-2007
Table 174 Forecast Sales of Air Treatment Products: 2007-2012
Table 175 Forecast Sales of Air Treatment Products: % Growth 2007-2012
HEATING APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 176 Retail Sales of Heating Appliances: 2002-2007
Table 177 Retail Sales of Heating Appliances: % Growth 2002-2007
Table 178 Company Shares of Heating Appliances 2003-2007
Table 179 Brand Shares of Heating Appliances 2004-2007
Table 180 Forecast Sales of Heating Appliances: 2007-2012
Table 181 Forecast Sales of Heating Appliances: % Growth 2007-2012