Euromonitor International publishes the world's most comprehensive market research on the irons industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and brand share data, distribution and industry trends and sub-category level information.

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Strategy Briefing

Small Appliances in Asia Pacific

Mar 2017

Asia Pacific posted the highest volume growth in small appliances over 2011-2016, at a volume CAGR of 7%, driven by emerging markets such as China, India and Indonesia. Air treatment products posted the highest absolute volume growth among these ...

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Country Report

Irons in Indonesia

Mar 2017

Demand for irons remained stable in 2016 as these are used in most households. However, the relevance of irons continued to be threatened by the growing laundry services industry. With increasingly busy lifestyles, especially in urban areas, laundry ...

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Country Report

Irons in Singapore

Mar 2017

Visiting the heating appliance section in electronics and appliance specialist stores in Singapore in 2016 brought consumers into contact with steam generators/ironing systems. These cost around 4-5 times more than traditional steam irons, leading to...

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Country Report

Irons in Taiwan

Mar 2017

Volume sales of irons increased by 1% in 2016. Growth was due to both new purchases and replacements....

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Country Report

Irons in Malaysia

Feb 2017

Steam generators were introduced to mass consumers in 2016 and retailed at a significantly higher price point than traditional irons and ironing systems. Many consumers are still unaware of the difference between steam generators and traditional ...

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Country Report

Irons in Hong Kong, China

Feb 2017

Irons grew by 2% in volume terms in 2016. Irons is a saturated category as evidenced by a high penetration rate (110% in 2016). Demand is driven by replacement, and replacement cycles are long. Consumers do not need elaborate features in irons and ...

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Country Report

Irons in the United Arab Emirates

Feb 2017

Strong promotions within major hypermarkets drove retail volume sales of irons in 2016. The economic downturn in the country saw manufacturers shift to strong promotional strategies to attract consumers to buy their brands. The average current unit ...

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Country Report

Irons in Australia

Feb 2017

Irons remained on a downward trajectory in 2016 as most purchases were simply replacements of existing products. Despite being a fairly indispensable home appliance, the category tends to be divided between budget products which compete mostly on ...

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Country Report

Irons in Chile

Jan 2017

Despite the economic slowdown, irons are still primary necessity products in many Chilean households, recording growth of 4% and 7% in volume and value terms in 2016, respectively. This was due to the presence of a large number of unbranded imported ...

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Country Report

Irons in Germany

Jan 2017

Volume sales of irons in Germany continued to decline slightly in 2016. Nevertheless, volume sales remained at a high level, especially given the high level of household penetration and growing amount of limiting factors impacting growth. Iron ...

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Country Report

Irons in the Netherlands

Jan 2017

Despite the stability in the Dutch economy and the improving income levels of most Dutch consumers, sales of irons continued to decline in 2016. Most Dutch consumers view ironing as an onerous chore and the therefore have a negative attitude towards ...

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Country Report

Irons in Austria

Jan 2017

Volume sales in irons continue to grow at a healthy pace in 2016. To some extent, the growth is being generated by rising ownership levels, with the penetration rate, despite already standing at 98% at the onset of the review period, steadily moving ...

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Country Report

Irons in Italy

Jan 2017

Formal dressing is very popular with Italians, but amongst the youngest generations it is becoming increasingly common to prefer casual outfits and consequently this is reducing the need for ironing. This, together with the increasing number of ...

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Country Report

Irons in Thailand

Dec 2016

Irons is an important appliance in every Thai household. These appliances help to keep the wearer's clothes looking smart, especially office workers who have to wear a uniform and who are always meeting with strangers....

US$990
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Country Report

Irons in France

Dec 2016

From a general perspective, two main factors maintained the contraction of irons retail volume sales in 2016. On one side, slow economic recovery and the high unemployment rate continued to negatively impact demand in 2016. In addition, growing ...

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Country Report

Irons in the United Kingdom

Dec 2016

Traditional steam irons showed the best performance among different iron types in 2016 in the UK. Steam irons usually make it easier and quicker to remove creases from clothes, which is important given the little time most people have between work ...

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Country Report

Irons in Portugal

Dec 2016

As a commodity product, irons tends to suffer less than other categories during difficult economic periods, as registered during the previous economic crisis. As no relevant innovations were launched towards the end of the review period, the marginal...

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Country Report

Irons in Spain

Dec 2016

Having suffered from the effects of the economic crisis (2008-2013), when households cut back on all types of unnecessary expenditure, irons continued to register positive retail volume sales growth in 2016. Nevertheless, retail volume growth was ...

US$990
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Country Report

Irons in the Philippines

Dec 2016

Irons is considered an essential appliance, especially among the working class. Many working Filipinos strive to take good care of their clothing and appearance. Ironing helps ensure that clothes are neat and presentable. As such, the absence of ...

US$990
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Country Report

Irons in Vietnam

Dec 2016

Irons is considered as one of the most popular appliances in every family. This is mainly supported by the consumer perception of appearance being a vital factor in achieving social success. In response, many manufacturers have not only made efforts ...

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