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Viewing report
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Household Appliances (Brown Goods) Market Report 2011
Key Note Publications Ltd, Aug 2011, Pages: 107
This Key Note Market Report covers the UK market for household appliances (brown goods). In the year 2010, the retail value of the total brown goods market reached an estimated £6.09bn, representing a 4% increase on its retail value in 2006. The UK brown goods market as defined in this report comprises six primary sectors: televisions; digital, cable and satellite receiving equipment; DVD, Blu-ray and video players/recorders; camcorders; non-portable audio equipment; and portable audio equipment.
The television sector is by far the largest of the market, making up almost half (47.5%) of the retail value for brown goods in 2010. Several factors have contributed to the growth of this sector, including price erosions, advances in liquid crystal display (LCD) and plasma flat-screen televisions, and the digital switchover, to name just a few. The television sector has also experienced considerable growth, as it is generally considered a fundamental household appliance, and in today’s society it is not uncommon to find multiple televisions in a single household. The findings of a Kantar Media survey showed that, in the 12 months to December 2010, 73.6% of households claimed to have more than one television set, while as few as 3.3% claimed to have no television.
An important factor that has implications for all sectors of the brown goods market is the move from analogue to digital. The digital switchover — which began in 2008 and is set to be complete in 2012 — has made it necessary for many households to invest in digital, cable or satellite receiving equipment, with many choosing to invest in a new television, with a built-in digital receiver. The portable and non-portable audio equipment sectors have also been affected by digital technology, with both sectors reporting growth in the last few years. Appliances such as MP3 and MP4 players have almost engulfed the portable audio equipment sector, with 98% of single music tracks purchased in 2009 bought digitally.
One of the sectors to experience significant changes in the last 5 years is that of DVD, Blu-ray and video players/recorders. Since the widespread introduction of DVD players in the early 2000s, video players have become virtually obsolete and are impossible to buy from most major retailers. More recently, the format war between high-definition (HD) DVD and Blu-ray versions meant that consumers were unsure of which technologies to invest in, which saw sales fall in the sector. However, when Toshiba — the main advocate behind HD-DVD — stepped down from the formatting war in 2008, Blu-ray players and recorders were able to claim their dominance over the subsector, gaining market exposure and bringing in sales, with Toshiba even releasing its own Blu-ray player the following year.
Key Note anticipates that, owing to brown goods’ position as discretionary purchases and taking into account today’s climate of job insecurity and national economic uncertainty, sales in the market will slow. However, Key Note forecasts that sales will increase at a steady year-on-year rate of around 1.1% to 2015, to reach a retail value of £6.45bn, representing overall growth of 6% between 2010 and 2015.
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