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Small Domestic Electrical Appliances Market Report 2007
Key Note Publications Ltd, Dec 2007, Pages: 140
The small domestic electrical appliances market includes the market for small kitchen appliances, personal-care appliances and other non-kitchen appliances (irons and hand-held vacuum cleaners). In 2006, the total UK small domestic electrical appliances market was worth £928.4m at retail selling prices (rsp), a rise of 2.7% on 2005.
The small domestic electrical appliance market in the UK is one operating in a stage of maturity, where household penetration of items such as kettles, toasters, irons and hairdryers is so high that in many cases they are viewed as essential commodity items. These types of electrical appliances benefit from a cycle of replacement purchasing, whereby manufacturers concentrate on encouraging consumers to upgrade their existing models. The premium, high-end appliances are more technologically or trend driven in terms of sales, with consumers willing to pay more for professional-style, sophisticated goods, which reflect current trends in fashion and lifestyle.
Another increasingly important driver of sales is the growing influence of the environment within the electrical appliance sector, with manufacturers adopting more of a `green retailing' strategy, demonstrating the energy efficiency of goods and the benefits of upgrading old-for-new appliances. Environmental issues will become an ever-expanding theme within the electrical appliance industry, as manufacturers and retailers adjust their business models to encompass the new regulations of the Waste Electrical and Electronic Equipment (WEEE) Directive, which came into effect in the UK on 1st July 2007.
The retail structure of the industry has also changed over recent years, with greater consolidation within the marketplace. The influence of the large multiple electrical retailers and the major supermarkets on the sales of electrical appliances has increased greatly, usually at the expense of the small independent retailer — a trend that is predicted to continue as prices within the sector are still falling.
The majority of manufacturers within the small domestic electrical appliance market are multinational operations, with brands spanning an array of regions. Increasingly, manufacturers are expanding their production capabilities to lower-cost territories, such as the Far East and Eastern Europe, to capitalise on these regions' lower labour and material costs. Alliances are also being made within retail groups in these fast and emerging territories, as retailers want to tap into these new audiences in an effort to drive sales and protect market share.
The small domestic electrical appliance market is forecast to show a steady and sustained growth between 2007 and 2011. However, this growth will be relatively modest, as increases in the total sales value of the market will be subject to the continual trend of discounting within the marketplace.
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