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Household Appliances in the United States Volume 1: Dishwashers, Refrigerators & Freezers
Mintel, April 2005, Pages: 108
The $8.7 billion food preservation and kitchen cleanup market includes refrigerators (standard and compact), dishwashers (portable and built-in), freezers, and garbage disposals. This report covers the period from 1999 through February 2005.
During this period, manufacturers have introduced a number of new products focused on convenience, efficiency, style and ergonomics. New features save consumers both time and money, allowing for extended food preservation, automated dishwashing without pre-rinsing, and increased energy efficiency.
New products help drive upgrade sales from functioning appliances. While the majority of the market’s purchases are “distress” purchases, made when their old machine breaks, we find that 42% of buyers upgrade from a functioning machine, mostly as a result of a move or remodeling. we find that 47% of people who moved to a new home in the last 12 months purchased a new refrigerator, 36% purchased a new dishwasher, and 24% purchased a new disposal. The housing boom of 2002 through 2004 contributed greatly to the market.
If higher levels of growth are to be achieved, more current owners must be convinced to upgrade from a working appliance, even if they are not moving. We believe that changes to current marketing and pricing would contribute to increased upgrades from functioning machines.
This report focuses on the domestic U.S. market for refrigerators, freezers, dishwashers and garbage disposals. Refrigerators include modular refrigerators, and compact and standard sizes. Top-freezer, side-by-side, and bottom-freezer refrigerators are included. Freezers include both upright and chest models. Dishwashers include portable and built-in models. Excluded from this report are contract sales, second-hand appliances, and rental appliances. Sales of wine and beer coolers are included but they are not the focus of discussion.
This report does not include a review of the retail environment. Instead, we are devoting an entire report to the subject of Household Appliance Retailing, publishing in July 2005.
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