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Household Appliances (White Goods) Market Report 2004
Key Note Publications Ltd, Dec 2004
This report on household appliances covers the so-called white goods of home laundry and dishwashers, cooking appliances and cooling equipment. The total market value for household appliances (white goods) reached £2.76bn in 2003, only a 1.7% increase from 2002. The UK market for such goods is one of maturity where only the categories of dishwashers and tumble driers have much potential to increase volume sales. The main opportunity to increase the value of the white goods market is through technological innovation.
The largest sector by value is home laundry appliances and dishwashers (37%) of the total market.
The state of the economy and of the housing market are particularly important to the demand for white goods, since purchases may often be deferred, consumers can opt for cheaper items than they may have wanted and it is a move to a new house that frequently triggers the purchase of household goods, whether for the first time or as a replacement.
If value growth is difficult to achieve, so is volume growth. However, one of the key global areas for growth is Central and Eastern Europe, a large region with a population of some 400 million people and where penetration levels of household appliances are still low. The UK has a substantial, and rising, trade deficit in electrical household goods, the only product category where exports exceeded imports in 2002 being that of clothes drying machines. This is thanks, in no small part, to the high level of exports from Crosslee PLC, Europe's largest tumble dryer manufacturer.
The white goods market of 2003 is dominated by a small number of multinational manufacturers with well-known brands. Consolidation among them continues, with the most recent shake-up being the UK operations of General Domestic Appliances Ltd and Merloni Domestic Appliances Ltd, which have come together as Merloni Elettrodomestici UK Ltd, part of the Italian Merloni Group. Jobs have already been lost at the company's Hotpoint factory in Denbighshire. The retail side of the industry, meanwhile, saw the UK's third-largest, and biggest independent, electrical retailer placed into receivership in the summer of 2003.
Moreover, the outlook for retailers is likely to get even bleaker as the Competition Commission is expected to introduce new rules on the marketing of extended warranties, a lucrative market for retailers but arguably an unnecessary expense from the consumers' point of view.
The total white goods market is expected to enjoy a modest growth in value of around 1.7% in 2004, increasing by 6.5% between 2003 and 2008.
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