Domestic
Domestic Electrical Appliances

Domestic Electrical Appliances in the US

USA

Euromonitor International's Domestic Electrical Appliances in the US 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: 179  |  Publication date: Aug 2007
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GBP1200.00

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Product coverage

Large kitchen appliances; Small electrical appliances

Executive summary

Record sales a thing of the past as US housing market slows

The unprecedented run-up in housing prices and new home construction seen over the review period fuelled record growth in new appliance sales – new construction led to major purchases by builders, while seemingly endless housing price gains led many consumers to upgrade their existing kitchens as a way of adding further value to their homes. All of this was supported by consistently low interest rates, which enabled enormous amounts of borrowing, both to finance new homes and in the form of home equity loans, the proceeds of which quite often went to new appliance purchases. By late 2006 and early 2007, however, housing sales slowed markedly, while both interest rates and foreclosures trended steadily upwards. The collapse of the housing boom is likely to prove devastating to appliance manufacturers, given the large proportion of sales accounted for by new housing. In addition, home equity loans, which financed a major portion of replacement sales, are expected to drive far less consumption over the forecast period.

Americans investing in better large appliances

A key trend over the review period was the increasing penetration of high quality kitchen and laundry appliances into US homes. Built-in appliances, stainless-steel finishes, high-efficiency front-loading washers and side-by-side door refrigerators, to name a few, all became increasingly common, with more Americans looking to kitchen appliances as an important investment in their homes. As a result, every major large appliance brand made major investments in premium products, with brands such as Kenmore’s Elite, GE’s Profile and Monogram, and Maytag’s Jenn-Air all being well-known to many consumers. An aging baby-boomer generation brought rising disposable incomes, coupled with easy access to credit, allowed a full complement of upgraded, stainless-steel appliances to become a major part of many kitchen remodelling projects. While the end of the housing boom will likely put a severe dent in sales, there was a significant shift in the way Americans view large appliances – once essentially commodities, a suite of kitchen appliances is now seen by many consumers as an important investment in the value of their homes.

Small appliances increasingly stratified

The success of retailers such as Wal-Mart and to lesser extent Target drove prices of the most basic small appliances downward, with many common kitchen appliances (toasters, coffee machines, etc) available for under US$20 at the end of the review period. At the same time, a number of manufacturers, such as Whirlpool’s KitchenAid with its iconic countertop mixers, achieved success offering very expensive “professional-quality” small appliances through channels such as department stores. While many Americans continue to seek the lowest prices available for most small appliances, there is growing demand for high quality, attractively designed products, ostensibly for “serious” cooks. The end result was a chasm between very inexpensive products, including some virtually unbranded imports, and their high-end counterparts, retailing for prices 10-15 times higher, with little room for mid-priced products.

Design a growing factor in small appliance sales

Though virtually generic import models still proliferate, major small appliance manufacturers began to make real investments in design, with consumers quite willing to pay a premium for an attractive product that works. The trend is most evident in vacuum cleaners, where Dyson products achieved great success with unorthodox, defiantly functional designs. Other manufacturers followed suit, with Dirt Devil introducing the innovative, Karim Rashid-designed Kone handheld in 2006, while Electrolux rolled out a slew of striking products for its high-end Electrolux vacuum brand. In kitchen appliances, there was a strong move towards appliance “suites”, or sets of key items (toaster, blender, coffeemaker, mixer, etc) in matching colours designed to coordinate with a range of kitchen designs. Brands such as KitchenAid and Hamilton Beach, as well as premium appliance brands such as Viking and Jenn-Air, all rolled out small appliance lines, as consumers looked to complement increasingly striking and expensive built-in fridge freezers and range cookers with equally well-made blenders and toasters.

Table of contents

DOMESTIC ELECTRICAL APPLIANCES IN THE US : MARKET INSIGHT

EXECUTIVE SUMMARY

Record sales a thing of the past as US housing market slows

Americans investing in better large appliances

Small appliances increasingly stratified

Design a growing factor in small appliance sales

KEY TRENDS AND DEVELOPMENTS

Powerful retailers changing the way Americans buy appliances

End of the housing boom could devastate large appliance sales

New manufacturers roar into US large appliances

Manufacturers fight overcapacity through consolidation

Consumers strive for high-end large (and occasionally small) appliances

Small appliances manufacturers chase the next fad

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 - USA

CONAIR CORP - DOMESTIC ELECTRICAL APPLIANCES - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Conair Corp: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 3 Conair Corp: Competitive Position 2006

DYSON INC - DOMESTIC ELECTRICAL APPLIANCES - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Dyson Inc: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 5 Dyson Inc: Competitive Position 2006

HAMILTON BEACH/PROCTOR SILEX INC - DOMESTIC ELECTRICAL APPLIANCES - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Hamilton Beach/Proctor-Silex Inc: Key Facts

Summary 7 Hamilton Beach/Proctor-Silex Inc: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 8 Hamilton Beach/Proctor-Silex Inc: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 9 Hamilton Beach/Proctor-Silex Inc: Competitive Position 2006

JARDEN CORP - DOMESTIC ELECTRICAL APPLIANCES - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Jarden Corp: Key Facts

Summary 11 Jarden Corp: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 12 Jarden Corp: Competitive Position 2006

SUB-ZERO FREEZER CO INC - DOMESTIC ELECTRICAL APPLIANCES - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 13 Sub-Zero Freezer Company, Inc: Key Facts

Summary 14 Sub-Zero Freezer Company, Inc: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 15 Sub-Zero Freezer Co, Inc: Competitive Position 2006

REFRIGERATION APPLIANCES IN THE US

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 THE US

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 THE US

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 THE US

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 Range Cookers 2002-2006

Table 75 Company Shares of Ovens 2002-2006

Table 76 Company Shares of Hobs 2002-2006

Table 77 Company Shares of Built-in Hobs 2002-2006

Table 78 Company Shares of Cooker Hoods 2002-2006

Table 79 Company Shares of Built-in Cooker Hoods 2002-2006

Table 80 Company Shares of Freestanding Cooker Hoods 2002-2006

Table 81 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2006-2011

Table 82 Forecast Sales of Large Cooking Appliances by Subsector: Value 2006-2011

Table 83 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2006-2011

Table 84 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2006-2011

MICROWAVES IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 85 Sales of Microwaves by Subsector: Volume 2001-2006

Table 86 Sales of Microwaves by Subsector: Value 2001-2006

Table 87 Sales of Microwaves by Subsector: % Volume Growth 2001-2006

Table 88 Sales of Microwaves by Subsector: % Value Growth 2001-2006

Table 89 Company Shares of Microwaves 2002-2006

Table 90 Brand Shares of Microwaves 2003-2006

Table 91 Microwaves by Distribution Format: % Analysis 2001-2006

Table 92 Forecast Sales of Microwaves by Subsector: Volume 2006-2011

Table 93 Forecast Sales of Microwaves by Subsector: Value 2006-2011

Table 94 Forecast Sales of Microwaves by Subsector: % Volume Growth 2006-2011

Table 95 Forecast Sales of Microwaves by Subsector: % Value Growth 2006-2011

FOOD PREPARATION APPLIANCES IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 96 Sales of Food Preparation Appliances by Subsector: Volume 2001-2006

Table 97 Sales of Food Preparation Appliances by Subsector: Value 2001-2006

Table 98 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2001-2006

Table 99 Sales of Food Preparation Appliances by Subsector: % Value Growth 2001-2006

Table 100 Company Shares of Food Preparation Appliances 2002-2006

Table 101 Brand Shares of Food Preparation Appliances 2003-2006

Table 102 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2006-2011

Table 103 Forecast Sales of Food Preparation Appliances by Subsector: Value 2006-2011

Table 104 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2006-2011

Table 105 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2006-2011

SMALL COOKING APPLIANCES IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 106 Sales of Small Cooking Appliances by Subsector: Volume 2001-2006

Table 107 Sales of Small Cooking Appliances by Subsector: Value 2001-2006

Table 108 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2001-2006

Table 109 Sales of Small Cooking Appliances by Subsector: % Value Growth 2001-2006

Table 110 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2006

Table 111 Company Shares of Small Cooking Appliances 2002-2006

Table 112 Brand Shares of Small Cooking Appliances 2003-2006

Table 113 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2006-2011

Table 114 Forecast Sales of Small Cooking Appliances by Subsector: Value 2006-2011

Table 115 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2006-2011

Table 116 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2006-2011

SMALL KITCHEN APPLIANCES (NON-COOKING) IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 117 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2001-2006

Table 118 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2001-2006

Table 119 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2001-2006

Table 120 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2001-2006

Table 121 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006

Table 122 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006

Table 123 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2006-2011

Table 124 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2006-2011

Table 125 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2006-2011

Table 126 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2006-2011

VACUUM CLEANERS IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 127 Sales of Vacuum Cleaners by Subsector: Volume 2001-2006

Table 128 Sales of Vacuum Cleaners by Subsector: Value 2001-2006

Table 129 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2001-2006

Table 130 Sales of Vacuum Cleaners by Subsector: % Value Growth 2001-2006

Table 131 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2006

Table 132 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2006

Table 133 Company Shares of Vacuum Cleaners 2002-2006

Table 134 Brand Shares of Vacuum Cleaners 2003-2006

Table 135 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2006-2011

Table 136 Forecast Sales of Vacuum Cleaners by Subsector: Value 2006-2011

Table 137 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2006-2011

Table 138 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2006-2011

IRONS IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 139 Sales of Irons: 2001-2006

Table 140 Sales of Irons: % Growth 2001-2006

Table 141 Company Shares of Irons 2002-2006

Table 142 Brand Shares of Irons 2003-2006

Table 143 Forecast Sales of Irons: 2006-2011

Table 144 Forecast Sales of Irons: % Growth 2006-2011

PERSONAL CARE APPLIANCES IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 145 Sales of Personal Care Appliances: 2001-2006

Table 146 Sales of Personal Care Appliances: % Growth 2001-2006

Table 147 Sales of Hair Care Appliances by Format: % Breakdown 2001-2006

Table 148 Sales of Body Shavers by Type: % Breakdown 2001-2006

Table 149 Company Shares of Personal Care Appliances 2002-2006

Table 150 Brand Shares of Personal Care Appliances 2003-2006

Table 151 Forecast Sales of Personal Care Appliances: 2006-2011

Table 152 Forecast Sales of Personal Care Appliances: % Growth 2006-2011

AIR TREATMENT PRODUCTS IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 153 Sales of Air Treatment Products: 2001-2006

Table 154 Sales of Air Treatment Products: % Growth 2001-2006

Table 155 Company Shares of Air Treatment Products 2002-2006

Table 156 Brand Shares of Air Treatment Products 2003-2006

Table 157 Forecast Sales of Air Treatment Products: 2006-2011

Table 158 Forecast Sales of Air Treatment Products: % Growth 2006-2011

HEATING APPLIANCES IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 159 Retail Sales of Heating Appliances: 2001-2006

Table 160 Retail Sales of Heating Appliances: % Growth 2001-2006

Table 161 Company Shares of Heating Appliances 2002-2006

Table 162 Brand Shares of Heating Appliances 2003-2006

Table 163 Forecast Sales of Heating Appliances: 2006-2011

Table 164 Forecast Sales of Heating Appliances: % Growth 2006-2011

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