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.
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Tables: 176 | Publication date: Jan 2008
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
Growth slows on housing weakness
Sales grew in 2006 but at a slower pace than was recorded in the rest of the historic period. The Canadian housing-market, which still has regional strength, has continued to be a primary factor driving demand. Price increases remained below the inflation rate and resulted in more affordable products. In correspondence with the regional differences underlying the present Canadian economy as manifested in these trends, the DEA market appears to have grown very differently across the provinces. While, Alberta witnessed unprecedented population growth due its booming oil based economy, the Maritimes remained stagnant. Canada’s most populous provinces, Quebec, Ontario and British Colombia recorded healthy growth despite slowing economic conditions and challenges in the manufacturing sector which have negatively impacted house prices and by extension appliance sales.
Innovative Growth
Innovation complemented this favourable environment by tapping niche DEA markets but initially with low penetration. The most remarkable example pertains to the vigorous performance of wine coolers. Wine lovers by using a wine cooler, no longer needed a wine cave to store bottles and wine collars meet this function in a neat aesthetic fashion. The success of wine coolers was acknowledged with strong sales as companies innovated to establish their brands in this lucrative segment. Today, consumers can choose between products that have affordable functionalities and fancy modern designs such as GE’s new built in cooler featuring a glass door that turns from transparent to opaque with the push of a button.
Relatively older product innovations expanded their sales as the lower price, slowly increased their pool of consumers. This is the case of the easy to clean smooth surface ceramic cook tops and built in lines with stainless steel finishing. On the other hand, traditional categories such as coil cook tops have lost momentum. In 2006, there was also the emergence of many novelties such as the remotely controlled washing machines by LG and the Whirlpool portable fabric freshener, which uses steam to remove wrinkles and odour from tissues.
The Need for Practicality
As the typical consumer lifestyle has less time because of heavier work schedules, time saving practices are in increased demand. Surveys show that North Americans are cooking less and oven usage is at its lowest, loosing in favour to the microwave. Dishwashers which, among large appliances, have a relatively weak household penetration, are slowly gaining ground as lifestyles continue to become busier and the time and effort savings offered by a dishwasher in the home become increasingly valuable to consumers. Practical small appliance machines such as toasters and coffeemakers are also performing well.
Whirlpool acquires Maytag
The year 2006 saw a transformation of the DEA industry’s competitive landscape through consolidations, relocations, outsourcing, and increased competition. By acquiring Maytag, Whirlpool added prestigious brands to its portfolio and reinforced its undisputed leadership in home laundry appliances. While concerns have been raised, it is unlikely that this consolidation will lead to significantly higher prices, because retailers have strong bargaining power and competition from the aggressive distribution of Asian brands such as Samsung and LG.
Along the same lines, aggressive competition is pressurising companies to seek means to lower their costs and manufacturing sites are being relocated to South American to take advantage of cheaper labour supplies.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN CANADA : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth slows on housing weakness
Innovative Growth
The Need for Practicality
Whirlpool acquires Maytag
KEY TRENDS AND DEVELOPMENTS
Strong Economic Conditions boost Consumer Spending
Demographics
Consolidation of the Industry
Energy Efficiency
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2001-2006
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2006
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2001-2006
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2001-2006
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2001-2006
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2001-2006
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2001-2006
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2001-2006
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2001-2006
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2001-2006
Table 11 Company Shares of Large Kitchen Appliances 2002-2006
Table 12 Brand Shares of Large Kitchen Appliances 2003-2006
Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2001-2006
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2006-2011
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2006-2011
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2006-2011
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2006-2011
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2006-2011
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2006-2011
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2006-2011
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2006-2011
DEFINITIONS
Sector and subsector definitions
Distribution definitions
Units of measurement
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - CANADA
GENERAL ELECTRIC CANADA - DOMESTIC ELECTRICAL APPLIANCES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 General Electric Canada: Key Facts
Summary 3 General Electric Canada: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 General Electric Canada: Competitive Position 2006
HAMILTON BEACH/PROCTOR SILEX INC - DOMESTIC ELECTRICAL APPLIANCES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Hamilton Beach/Proctor Silex Inc: Key Facts
Summary 6 Hamilton Beach/Proctor Silex Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Hamilton Beach/Proctor Silex Inc: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Hamilton Beach/Proctor Silex Inc: Competitive Position 2006
LG ELECTRONICS CANADA INC - DOMESTIC ELECTRICAL APPLIANCES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 LG Electronics Canada Inc: Key Facts
Summary 10 LG Electronics Canada Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 LG Electronics Canada Inc: Competitive Position 2006
WHIRLPOOL CANADA LP - DOMESTIC ELECTRICAL APPLIANCES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Whirlpool Canada LP: Key Facts
Summary 13 Whirlpool Canada LP: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Whirlpool Canada LP: Competitive Position 2006
REFRIGERATION APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2001-2006
Table 25 Sales of Refrigeration Appliances by Subsector: Value 2001-2006
Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2001-2006
Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2001-2006
Table 28 Sales of Fridge Freezers by Format: % Breakdown 2003-2006
Table 29 Sales of Fridges by Format: % Breakdown 2003-2006
Table 30 Sales of Freezers by Format: % Breakdown 2003-2006
Table 31 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2006
Table 32 Company Shares of Refrigeration Appliances 2002-2006
Table 33 Brand Shares of Refrigeration Appliances 2003-2006
Table 34 Company Shares of Built-in Fridge Freezers 2002-2006
Table 35 Company Shares of Freestanding Fridge Freezers 2002-2006
Table 36 Company Shares of Built-in Fridges 2002-2006
Table 37 Company Shares of Freestanding Fridges 2002-2006
Table 38 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2006-2011
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Value 2006-2011
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2006-2011
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2006-2011
HOME LAUNDRY APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Home Laundry Appliances by Subsector: Volume 2001-2006
Table 43 Sales of Home Laundry Appliances by Subsector: Value 2001-2006
Table 44 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2001-2006
Table 45 Sales of Home Laundry Appliances by Subsector: % Value Growth 2001-2006
Table 46 Sales of Automatic Washing Machines by Format: % Breakdown 2001-2006
Table 47 Company Shares of Home Laundry Appliances 2002-2006
Table 48 Brand Shares of Home Laundry Appliances 2003-2006
Table 49 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2006-2011
Table 50 Forecast Sales of Home Laundry Appliances by Subsector: Value 2006-2011
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2006-2011
Table 52 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2006-2011
DISHWASHERS IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Dishwashers by Subsector: Volume 2001-2006
Table 54 Sales of Dishwashers by Subsector: Value 2001-2006
Table 55 Sales of Dishwashers by Subsector: % Volume Growth 2001-2006
Table 56 Sales of Dishwashers by Subsector: % Value Growth 2001-2006
Table 57 Company Shares of Dishwashers 2002-2006
Table 58 Brand Shares of Dishwashers 2003-2006
Table 59 Forecast Sales of Dishwashers by Subsector: Volume 2006-2011
Table 60 Forecast Sales of Dishwashers by Subsector: Value 2006-2011
Table 61 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2006-2011
Table 62 Forecast Sales of Dishwashers by Subsector: % Value Growth 2006-2011
LARGE COOKING APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Large Cooking Appliances by Subsector: Volume 2001-2006
Table 64 Sales of Large Cooking Appliances by Subsector: Value 2001-2006
Table 65 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 66 Sales of Large Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 67 Sales of Cookers by Gas/Electric: % Breakdown 2001-2006
Table 68 Sales of Range Cookers by Format: % Breakdown 2001-2006
Table 69 Sales of Ovens by Standard/Multifunctional: % Breakdown 2001-2006
Table 70 Sales of Built-in Hobs by Format: % Breakdown 2001-2006
Table 71 Company Shares of Large Cooking Appliances 2002-2006
Table 72 Brand Shares of Large Cooking Appliances 2003-2006
Table 73 Company Shares of Cookers 2002-2006
Table 74 Company Shares of Ovens 2002-2006
Table 75 Company Shares of Hobs 2002-2006
Table 76 Company Shares of Built-in Hobs 2002-2006
Table 77 Company Shares of Cooker Hoods 2002-2006
Table 78 Company Shares of Built-in Cooker Hoods 2002-2006
Table 79 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2006-2011
Table 80 Forecast Sales of Large Cooking Appliances by Subsector: Value 2006-2011
Table 81 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 82 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2006-2011
MICROWAVES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 83 Sales of Microwaves by Subsector: Volume 2001-2006
Table 84 Sales of Microwaves by Subsector: Value 2001-2006
Table 85 Sales of Microwaves by Subsector: % Volume Growth 2001-2006
Table 86 Sales of Microwaves by Subsector: % Value Growth 2001-2006
Table 87 Company Shares of Microwaves 2002-2006
Table 88 Brand Shares of Microwaves 2003-2006
Table 89 Microwaves by Distribution Format: % Analysis 2001-2006
Table 90 Forecast Sales of Microwaves by Subsector: Volume 2006-2011
Table 91 Forecast Sales of Microwaves by Subsector: Value 2006-2011
Table 92 Forecast Sales of Microwaves by Subsector: % Volume Growth 2006-2011
Table 93 Forecast Sales of Microwaves by Subsector: % Value Growth 2006-2011
FOOD PREPARATION APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 94 Sales of Food Preparation Appliances by Subsector: Volume 2001-2006
Table 95 Sales of Food Preparation Appliances by Subsector: Value 2001-2006
Table 96 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2001-2006
Table 97 Sales of Food Preparation Appliances by Subsector: % Value Growth 2001-2006
Table 98 Company Shares of Food Preparation Appliances 2002-2006
Table 99 Brand Shares of Food Preparation Appliances 2003-2006
Table 100 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2006-2011
Table 101 Forecast Sales of Food Preparation Appliances by Subsector: Value 2006-2011
Table 102 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2006-2011
Table 103 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2006-2011
SMALL COOKING APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Sales of Small Cooking Appliances by Subsector: Volume 2001-2006
Table 105 Sales of Small Cooking Appliances by Subsector: Value 2001-2006
Table 106 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 107 Sales of Small Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 108 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2006
Table 109 Company Shares of Small Cooking Appliances 2002-2006
Table 110 Brand Shares of Small Cooking Appliances 2003-2006
Table 111 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2006-2011
Table 112 Forecast Sales of Small Cooking Appliances by Subsector: Value 2006-2011
Table 113 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 114 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2006-2011
SMALL KITCHEN APPLIANCES (NON-COOKING) IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 115 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2001-2006
Table 116 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2001-2006
Table 117 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2001-2006
Table 118 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2001-2006
Table 119 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 120 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 121 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2006-2011
Table 122 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2006-2011
Table 123 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2006-2011
Table 124 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2006-2011
VACUUM CLEANERS IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Sales of Vacuum Cleaners by Subsector: Volume 2001-2006
Table 126 Sales of Vacuum Cleaners by Subsector: Value 2001-2006
Table 127 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2001-2006
Table 128 Sales of Vacuum Cleaners by Subsector: % Value Growth 2001-2006
Table 129 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2006
Table 130 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2006
Table 131 Company Shares of Vacuum Cleaners 2002-2006
Table 132 Brand Shares of Vacuum Cleaners 2003-2006
Table 133 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2006-2011
Table 134 Forecast Sales of Vacuum Cleaners by Subsector: Value 2006-2011
Table 135 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2006-2011
Table 136 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2006-2011
IRONS IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 137 Sales of Irons: 2001-2006
Table 138 Sales of Irons: % Growth 2001-2006
Table 139 Company Shares of Irons 2002-2006
Table 140 Brand Shares of Irons 2003-2006
Table 141 Forecast Sales of Irons: 2006-2011
Table 142 Forecast Sales of Irons: % Growth 2006-2011
PERSONAL CARE APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 143 Sales of Personal Care Appliances: 2001-2006
Table 144 Sales of Personal Care Appliances: % Growth 2001-2006
Table 145 Sales of Hair Care Appliances by Format: % Breakdown 2001-2006
Table 146 Sales of Body Shavers by Type: % Breakdown 2001-2006
Table 147 Company Shares of Personal Care Appliances 2002-2006
Table 148 Brand Shares of Personal Care Appliances 2003-2006
Table 149 Forecast Sales of Personal Care Appliances: 2006-2011
Table 150 Forecast Sales of Personal Care Appliances: % Growth 2006-2011
AIR TREATMENT PRODUCTS IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 151 Sales of Air Treatment Products: 2001-2006
Table 152 Sales of Air Treatment Products: % Growth 2001-2006
Table 153 Company Shares of Air Treatment Products 2002-2006
Table 154 Brand Shares of Air Treatment Products 2003-2006
Table 155 Forecast Sales of Air Treatment Products: 2006-2011
Table 156 Forecast Sales of Air Treatment Products: % Growth 2006-2011
HEATING APPLIANCES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 157 Retail Sales of Heating Appliances: 2001-2006
Table 158 Retail Sales of Heating Appliances: % Growth 2001-2006
Table 159 Company Shares of Heating Appliances 2002-2006
Table 160 Brand Shares of Heating Appliances 2003-2006
Table 161 Forecast Sales of Heating Appliances: 2006-2011
Table 162 Forecast Sales of Heating Appliances: % Growth 2006-2011