Domestic Electrical Appliances in Canada
Euromonitor International's Domestic Electrical Appliances in Canada 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: 184 | Publication date: Feb 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
Fluctuating commodity prices and foreign exchange rates put pressure on margins
The skyrocketing commodity prices at the beginning of 2008 put great pressure on manufacturers of domestic electric appliances. Manufacturers have had to tighten up their operations and cut costs to maintain margins. Furthermore, the high value of the Canadian dollar relative to the US dollar prompted many Canadian consumers to travel to the US to buy their large appliances, which were significantly cheaper there. This had an initial negative effect on sales, until many retailers reacted to this trend by cutting prices on big ticket items in order to encourage domestic sales.
The housing market reverses its previously positive influence on market
The Canada Mortgage and Housing Corporation (CMHC) has reported that the housing market has slowed from 2007’s unprecedented growth. The slowdown has had a knock-on effect on sales of many different appliances, with sales to both homebuilders and homeowners having grown less than in the previous year. Fortunately for the Canadian housing market, experts say that the slowdown is cyclical and not because of inherent flaws in the way the market is structured. This will insulate the country from having the same meltdown as US has experienced with its housing market. As a result, domestic electrical appliance sales in Canada will not be as negatively affected as they have been in the US.
Dyson drives rapid growth in vacuum sales
Dyson’s penetration into the Canadian vacuum cleaner sector continued in 2008 and has been the main driver in vacuum sales. The vacuum cleaner sector saw the largest value growth in 2008, with a 7% increase. The quality of Dyson vacuum cleaners has driven strong consumer demand for the appliances, such that there have been product shortages of its new handheld vacuum cleaner in Canada. Indoor air quality and health concerns have also played a factor in consumer demand for vacuum cleaners generally.
Kitchen becoming a place for entertainment
The kitchen has traditionally been used for meal preparation, but now, in addition to meal preparation, kitchens are being used as a primary place for entertaining guests. With guests increasingly spending time in the kitchen, the need has grown for the kitchen to be more aesthetically pleasing. Manufacturers of premium brands have picked up on this trend, offering a variety of appliances that not only offer greater functionality and improved performance, but also a stylish look that will blend into the kitchen’s décor.
Health a growing concern for ageing Canadian population
The ageing of the baby boomer population has been well documented. This demographic has been a subject of interest to many businesses, as they represent a large portion of the population and therefore a large potential market. As this demographic ages, maintaining a healthy lifestyle will become increasingly important. Manufacturers of domestic electric appliances have responded by offering products that promote healthy living in a variety of ways, from eating habits to respiration.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN CANADA : MARKET INSIGHT
EXECUTIVE SUMMARY
Fluctuating commodity prices and foreign exchange rates put pressure on margins
The housing market reverses its previously positive influence on market
Dyson drives rapid growth in vacuum sales
Kitchen becoming a place for entertainment
Health a growing concern for ageing Canadian population
KEY TRENDS AND DEVELOPMENTS
Fluctuating commodity prices affecting the industry
Ageing population looking to downsize
Consumers continue to demand more energy efficient appliances
Features on premium appliances an important selling point
Housing market showing signs of slowing
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2003-2008
MARKET DATA
Table 2 Sales of Domestic Electrical Appliances by Sector: Volume 2003-2008
Table 3 Sales of Domestic Electrical Appliances by Sector: Value 2003-2008
Table 4 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2003-2008
Table 5 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2003-2008
Table 6 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2003-2008
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2003-2008
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2003-2008
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2003-2008
Table 10 Company Shares of Large Kitchen Appliances 2004-2008
Table 11 Brand Shares of Large Kitchen Appliances 2005-2008
Table 12 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 13 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 14 Large Kitchen Appliances by Distribution Format: % Breakdown 2003-2008
Table 15 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2008-2013
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2008-2013
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2008-2013
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2008-2013
Table 19 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2008-2013
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2008-2013
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2008-2013
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - CANADA
DYSON CANADA - DOMESTIC ELECTRICAL APPLIANCES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Dyson Canada Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 Dyson Canada Ltd: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 4 Dyson Canada Ltd: Competitive Position 2008
HAMILTON BEACH BRANDS CANADA INC - DOMESTIC ELECTRICAL APPLIANCES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Hamilton Beach Brands Canada Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 6 Hamilton Beach Brands Canada Inc: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 7 Hamilton Beach Brands Canada Inc: Competitive Position 2008
LG ELECTRONICS CANADA INC - DOMESTIC ELECTRICAL APPLIANCES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 LG Electronics Canada Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 9 LG: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 10 LG Electronics Canada Inc: Competitive Position 2007
MABE CANADA INC - DOMESTIC ELECTRICAL APPLIANCES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Mabe Canada Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 12 Mabe Canada SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 General Electric Company (GE): Competitive Position 2007
WHIRLPOOL CANADA LP - DOMESTIC ELECTRICAL APPLIANCES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Whirlpool Canada LP: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 15 Whirlpool Canada LP: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Whirlpool Canada LP: Competitive Position 2007
REFRIGERATION APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 23 Sales of Refrigeration Appliances by Subsector: Volume 2003-2008
Table 24 Sales of Refrigeration Appliances by Subsector: Value 2003-2008
Table 25 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2003-2008
Table 26 Sales of Refrigeration Appliances by Subsector: % Value Growth 2003-2008
Table 27 Sales of Fridge Freezers by Format: % Breakdown 2004-2008
Table 28 Sales of Fridges by Format: % Breakdown 2004-2008
Table 29 Sales of Freezers by Format: % Breakdown 2004-2008
Table 30 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2004-2008
Table 31 Sales of Fridges by Volume Capacity: % Breakdown 2004-2008
Table 32 Sales of Freezers by Volume Capacity: % Breakdown 2004-2008
Table 33 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2004-2008
Table 34 Company Shares of Refrigeration Appliances 2004-2008
Table 35 Brand Shares of Refrigeration Appliances 2005-2008
Table 36 Company Shares of Built-in Fridge Freezers 2004-2008
Table 37 Company Shares of Freestanding Fridge Freezers 2004-2008
Table 38 Company Shares of Built-in Fridges 2004-2008
Table 39 Company Shares of Freestanding Fridges 2004-2008
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2008-2013
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: Value 2008-2013
Table 42 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2008-2013
Table 43 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2008-2013
HOME LAUNDRY APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Home Laundry Appliances by Subsector: Volume 2003-2008
Table 45 Sales of Home Laundry Appliances by Subsector: Value 2003-2008
Table 46 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2003-2008
Table 47 Sales of Home Laundry Appliances by Subsector: % Value Growth 2003-2008
Table 48 Sales of Automatic Washing Machines by Format: % Breakdown 2003-2008
Table 49 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2008
Table 50 Sales of AutomaticTumble Dryers by Format: % Breakdown 2004-2008
Table 51 Company Shares of Home Laundry Appliances 2004-2008
Table 52 Brand Shares of Home Laundry Appliances 2005-2008
Table 53 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2008-2013
Table 54 Forecast Sales of Home Laundry Appliances by Subsector: Value 2008-2013
Table 55 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2008-2013
Table 56 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2008-2013
DISHWASHERS IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Dishwashers by Subsector: Volume 2003-2008
Table 58 Sales of Dishwashers by Subsector: Value 2003-2008
Table 59 Sales of Dishwashers by Subsector: % Volume Growth 2003-2008
Table 60 Sales of Dishwashers by Subsector: % Value Growth 2003-2008
Table 61 Sales of Dishwashers by Format: % Breakdown 2004-2008
Table 62 Company Shares of Dishwashers 2004-2008
Table 63 Brand Shares of Dishwashers 2005-2008
Table 64 Forecast Sales of Dishwashers by Subsector: Volume 2008-2013
Table 65 Forecast Sales of Dishwashers by Subsector: Value 2008-2013
Table 66 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2008-2013
Table 67 Forecast Sales of Dishwashers by Subsector: % Value Growth 2008-2013
LARGE COOKING APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Sales of Large Cooking Appliances by Subsector: Volume 2003-2008
Table 69 Sales of Large Cooking Appliances by Subsector: Value 2003-2008
Table 70 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 71 Sales of Large Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 72 Sales of Cookers by Gas/Electric: % Breakdown 2003-2008
Table 73 Sales of Range Cookers by Format: % Breakdown 2003-2008
Table 74 Sales of Ovens by Standard/Multifunctional: % Breakdown 2003-2008
Table 75 Sales of Built-in Hobs by Format: % Breakdown 2003-2008
Table 76 Company Shares of Large Cooking Appliances 2004-2008
Table 77 Brand Shares of Large Cooking Appliances 2005-2008
Table 78 Company Shares of Cookers 2004-2008
Table 79 Company Shares of Ovens 2004-2008
Table 80 Company Shares of Hobs 2004-2008
Table 81 Company Shares of Built-in Hobs 2004-2008
Table 82 Company Shares of Cooker Hoods 2004-2008
Table 83 Company Shares of Built-in Cooker Hoods 2004-2008
Table 84 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2008-2013
Table 85 Forecast Sales of Large Cooking Appliances by Subsector: Value 2008-2013
Table 86 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 87 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2008-2013
MICROWAVES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 88 Sales of Microwaves by Subsector: Volume 2003-2008
Table 89 Sales of Microwaves by Subsector: Value 2003-2008
Table 90 Sales of Microwaves by Subsector: % Volume Growth 2003-2008
Table 91 Sales of Microwaves by Subsector: % Value Growth 2003-2008
Table 92 Company Shares of Microwaves 2004-2008
Table 93 Brand Shares of Microwaves 2005-2008
Table 94 Microwaves by Distribution Format: % Analysis 2003-2008
Table 95 Forecast Sales of Microwaves by Subsector: Volume 2008-2013
Table 96 Forecast Sales of Microwaves by Subsector: Value 2008-2013
Table 97 Forecast Sales of Microwaves by Subsector: % Volume Growth 2008-2013
Table 98 Forecast Sales of Microwaves by Subsector: % Value Growth 2008-2013
FOOD PREPARATION APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 99 Sales of Food Preparation Appliances by Subsector: Volume 2003-2008
Table 100 Sales of Food Preparation Appliances by Subsector: Value 2003-2008
Table 101 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2003-2008
Table 102 Sales of Food Preparation Appliances by Subsector: % Value Growth 2003-2008
Table 103 Company Shares of Food Preparation Appliances 2004-2008
Table 104 Brand Shares of Food Preparation Appliances 2005-2008
Table 105 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2008-2013
Table 106 Forecast Sales of Food Preparation Appliances by Subsector: Value 2008-2013
Table 107 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2008-2013
Table 108 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2008-2013
SMALL COOKING APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 109 Sales of Small Cooking Appliances by Subsector: Volume 2003-2008
Table 110 Sales of Small Cooking Appliances by Subsector: Value 2003-2008
Table 111 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 112 Sales of Small Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 113 Unit Sales of Coffee Machines by Format: % Breakdown 2004-2008
Table 114 Company Shares of Small Cooking Appliances 2004-2008
Table 115 Brand Shares of Small Cooking Appliances 2005-2008
Table 116 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2008-2013
Table 117 Forecast Sales of Small Cooking Appliances by Subsector: Value 2008-2013
Table 118 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 119 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2008-2013
SMALL KITCHEN APPLIANCES (NON-COOKING) IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 120 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2003-2008
Table 121 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2003-2008
Table 122 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2003-2008
Table 123 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2003-2008
Table 124 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 125 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 126 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2008-2013
Table 127 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2008-2013
Table 128 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2008-2013
Table 129 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2008-2013
VACUUM CLEANERS IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 130 Sales of Vacuum Cleaners by Subsector: Volume 2003-2008
Table 131 Sales of Vacuum Cleaners by Subsector: Value 2003-2008
Table 132 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2003-2008
Table 133 Sales of Vacuum Cleaners by Subsector: % Value Growth 2003-2008
Table 134 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2004-2008
Table 135 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2004-2008
Table 136 Company Shares of Vacuum Cleaners 2004-2008
Table 137 Brand Shares of Vacuum Cleaners 2005-2008
Table 138 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2008-2013
Table 139 Forecast Sales of Vacuum Cleaners by Subsector: Value 2008-2013
Table 140 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2008-2013
Table 141 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2008-2013
IRONS IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 142 Sales of Irons: 2003-2008
Table 143 Sales of Irons: % Growth 2003-2008
Table 144 Unit Sales of Irons by Format: % Breakdown 2004-2008
Table 145 Company Shares of Irons 2004-2008
Table 146 Brand Shares of Irons 2005-2008
Table 147 Forecast Sales of Irons: 2008-2013
Table 148 Forecast Sales of Irons: % Growth 2008-2013
PERSONAL CARE APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 149 Sales of Personal Care Appliances: 2003-2008
Table 150 Sales of Personal Care Appliances: % Growth 2003-2008
Table 151 Sales of Hair Care Appliances by Format: % Breakdown 2003-2008
Table 152 Sales of Body Shavers by Type: % Breakdown 2003-2008
Table 153 Company Shares of Personal Care Appliances 2004-2008
Table 154 Brand Shares of Personal Care Appliances 2005-2008
Table 155 Forecast Sales of Personal Care Appliances: 2008-2013
Table 156 Forecast Sales of Personal Care Appliances: % Growth 2008-2013
AIR TREATMENT PRODUCTS IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 157 Sales of Air Treatment Products: 2003-2008
Table 158 Sales of Air Treatment Products: % Growth 2003-2008
Table 159 Company Shares of Air Treatment Products 2004-2008
Table 160 Brand Shares of Air Treatment Products 2005-2008
Table 161 Forecast Sales of Air Treatment Products: 2008-2013
Table 162 Forecast Sales of Air Treatment Products: % Growth 2008-2013
HEATING APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 163 Retail Sales of Heating Appliances: 2003-2008
Table 164 Retail Sales of Heating Appliances: % Growth 2003-2008
Table 165 Company Shares of Heating Appliances 2004-2008
Table 166 Brand Shares of Heating Appliances 2005-2008
Table 167 Forecast Sales of Heating Appliances: 2008-2013
Table 168 Forecast Sales of Heating Appliances: % Growth 2008-2013