Domestic Electrical Appliances in the US
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
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
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