英国における洗濯機/食器洗い機の市場

Abstract

The laundry appliance and dishwasher market can easily be dismissed as a replacement market with little potential for growth. Nothing could be further from the truth. Two thirds of UK households do not own a dishwasher and most could benefit from the convenience and improved washing performance of a modern dishwasher. Shifting consumer attitudes towards dishwashers point to future growth in this segment of the market.

Washing machines either as automatic washers or as washer/dryers are present in almost all homes and pose a different set of challenges to improved sales. The recent performance of the market has been adversely affected by lower consumer confidence in economic conditions. Looking forward, consumer interest in green issues and the trend to smaller households both provide opportunities for a growing laundry appliance market. New washing technologies just emerging (eg detergent-less washing machines), also have substantial potential to drive future growth.

Key themes:

• Improving the rate of replacement of washing machines.
• Whether consumer attitudes to dishwashers are a barrier to future growth.
• Kitchen space as a major constraint on product selection.
• Importance of green issues in the laundry and dishwasher market.
• Manufacturer/brand name versus product features in product selection.
• Polarisation in the market between premium and economy

Table of Contents

• Issues in the Market
• Key themes
• Definitions
• Market in Brief
• Tough market conditions
• Market polarisation
• Energy efficiency is a key driver
• Brands are also important
• Future prospects
• Internal Market Environment
• Key points
• Household penetration of laundry machines plateaus
  • Figure 1: Ownership of washing machines, washer/dryers and tumble dryers, 2003-07
• Dishwashers still have growth potential
  • Figure 2: Ownership of dishwashers, 2003-07
• Improved reliability limits sales levels
  • Figure 3: Appliances bought new in the last 12 months, 2003-07
• Increasing imports pressure prices
  • Figure 4: Imports of washing machines and dishwashers, by source, 2004-07
• Broader Market Environment
• Key points
• Consumer confidence damages short term prospects
  • Figure 5: PDI and consumer expenditure, at constant 2002 prices, 2002-12
• Changes in age profile
  • Figure 6: UK poulation by age, 2002-12
• Increasing number of households increases potential
  • Figure 7: Trends in household size, UK, 2002-12
• Environmental concerns
• Competitive Context
• Key points
• Spending on durables a low priority
  • Figure 8: Expenditure priorities, 2006-08
• Competition for consumer spend means emphasis on value-for-money
• Growth lagging behind that of consumer spending
  • Figure 9: Consumer expenditure in selected sectors, 2002-07
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Value and Forecast
• Key points
• Market declines in 2007 but is set to take up again by 2009
  • Figure 10: UK market for laundry and dishwasher appliances, by volume and value, 2002-12
• The future
• Factors used in the forecast
• Segment Performance
• Key points
• Washing machines
  • Figure 11: UK market for washing machines, by volume and value, 2002-12
  • Figure 12: Volume sales of washing machines, by type, 2002-06
• Dryers
  • Figure 13: UK market for clothes dryers, by volume and value, 2002-12
  • Figure 14: Volume sales of clothes dryers, by type, 2002-06
• Dishwashers
  • Figure 15: UK market for dishwashers, by volume and value, 2002-12
  • Figure 16: Volume sales of dishwashers, by type, 2002-06
• Market Share
• Key points
• Washing machines
  • Figure 17: Brand shares in the washing machines market, by volume, 2003-07
• Clothes dryers
  • Figure 18: Brand shares in the clothes dryers market, by volume, 2003-07
• Dishwashers
  • Figure 19: Brand shares in the dishwashers market, by volume, 2003-07
• Companies and Products
  • Figure 20: Brands in the dishwasher and laundry appliance market, 2007
• Beko plc
• BSH Home Appliances Ltd (BSH)
• Candy Domestic Appliances
• Crosslee plc
• Electrolux Group AB
• The Indesit Company
• Miele
• Whirlpool UK Ltd
• Other companies
• Brand Communication and Promotion
• Key points
• Promotional spend grows
  • Figure 38: Main monitored media expenditure on washing machines/dryers and dishwashers, 2003-07
• Top two washing machine manufacturers increase adspend
  • Figure 39: Main monitored media expenditure on washing machines/dryers, 2006 and 2007
• Dishwashers
  • Figure 40: Main monitored media expenditure on dishwashers, 2006 and 2007
• Channels to Market
• Key points
• Laundry appliances shift to Internet
  • Figure 41: Volume sales of washing machines and dryers, by type of outlet, 2003-07
• Dishwasher outlets diversify
  • Figure 42: Volume sales of dishwashers, by type of outlet, 2003-07
• Ownership of Washing Machines/Dryers and Factors Affecting Choice
• Key points
• Ownership
• Young switch on to washer/dryers
  • Figure 43: Ownership of washing machines and combined washer/dryers, by age group, 2007
  • Figure 44: Ownership of combined washer/dryers, by socio-economic group, 2007
• Larger households prefer separate machines
  • Figure 45: Ownership of washing machines and tumble dryers, by household size and the presence of children in the household, 2007
• Empty nesters a target for combined washer/dryers
• Factors determining choice of washing machine
  • Figure 46: Most important factors when buying a washing machine, November 2007
• More promotion justified?
• Warranties offset lower prices
  • Figure 47: Interest in ' Lowest possible price' and ' extended warranties' , by age and socio-economic group, November 2007
• Machine features appeal to premium consumers
• Recommendations have limited impact
• Appendix
• Advertising data
• Abbreviations
• Attitudes -- Ownership of Washing Machines/Dryers and Factors Affecting Choice
  • Figure 58: Ownership of laundry and dishwashing appliances, by demographic sub-group, 2007
• Factors determining choice of washing machine
  • Figure 59: Most important factors when buying a washiing machine, by demographic sub-group, November 2007
  • Figure 60: Most important factors when buying a washiing machine, by demographic sub-group, November 2007
  • Figure 61: Most important factors when buying a washiing machine, by demographic sub-group, November 2007
• Appendix -- Ownership and Attitudes Towards Dishwashers
  • Figure 62: Attitudes towards dishwashers, by demographic sub-group, November 2007
  • Figure 63: Attitudes towards dishwashers, by demographic sub-group, November 2007
• Appendix -- Key Attitudes
  • Figure 64: Attitudes towards washing machines, tumble dryers and dishwashers, by demographic sub-group, November 2007
  • Figure 65: Attitudes towards washing machines, tumble dryers and dishwashers, by demographic sub-group, November 2007
  • Figure 66: Attitudes towards washing machines, tumble dryers and dishwashers, by demographic sub-group, November 2007
• Appendix -- Consumer Typologies
  • Figure 67: Consumer typologies in the laundry and dishwasher appliances market, by demographic sub-group, November 2007
  • Figure 68: Attitudes towards dishwashers, by consumer typology, November 2007
  • Figure 69: Factors determining choice of washing machine, by consumer typology, November 2007
  • Figure 70: Attitudes towards dishwashers among non-owners, by consumer typology, November 2007
  • Figure 71: Attitudes towards laundry and dishwasher appliances among non-owners of dishwashers, by consumer typology, November 2007