Abstract
Retail sales of gas and electric cookers fell by 4.5% in volume to 3.2 million units and 3.1% in value to £1 billion in 2006.
Further decline is estimated for 2007, but the cooker market is expected to recover from weakened consumer confidence and a natural cyclical downturn later in 2008.
Cooker manufacturers are adding value, with consumers upgrading to built-in models, bigger multifunctional ovens and hobs and range-style cookers, softening the blow of reduced volume sales.
This report examines the UK retail market for gas and electric cookers, ovens and hobs, including freestanding and built-in appliances.
Range-style cookers are included in this report. These are conventional freestanding cookers with range styling and some range features. Gas, electricity or a combination of the two, with the appearance and some of the functions of a true range, may fuel such cookers.
Table of Contents
- Issues in the Market
- Key themes
- Definitions
- Market in Brief
- Built-in segment bucks overall market decline
- DIY sheds are gaining distribution share
- Interest in home décor and fashion is driving sales and innovation
- Population and PDI trends bode well for premiumisation
- Internal Market Environment
- Key Points
- Celebrity chefs drive cooking renaissance
- Figure 1: Agreement with selected lifestyle statements, 2003-07
- DIY interest and home entertaining boosts kitchen spend
- Broader Market Environment
- Key Points
- Keeping up appearances
- Figure 2: PDI and consumer expenditure, at constant 2002 prices, 2002-12
- Ageing UK population poses challenges
- Figure 3: UK population 2002-12
- As households get smaller, cookers get bigger...
- Figure 4: Trends in household size, UK, 2002-12
- Gas installation comes under scrutiny
- Consumers look for the ' A' grade
- Competitive Context
- Key Points
- Heat storage cookers offer hot competition
- Microwaves are muscling in on functionality
- Market signals from the US
- Lost in translation
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key Points
- Added value softens blow to volume
- Figure 5: UK retail sales of gas and electric cookers, by volume and value, 2002-07
- Figure 6: Percentage change in volume and value y-o-y, 2002-07
- The future of the market
- Figure 7: Forecast of UK retail sales of gas and electric cookers, by volume and value, 2007-2012
- Figure 8: UK retail sales of gas and electric cookers*, value and volume, 1997-2012 (five year forecast)
- Figure 9: Year on year change, %, volume and value of gas and electric cookers, 2002-12
- Future peak due to product cycle
- Premiumisation drives value
- The future of the market
- Factors used in the forecast
- Market Segmentation
- Key Points
- Consumers are turning down the flame on gas
- Figure 10: UK retail sales of gas and electric cookers, by fuel, 2004, 2006 and 2007
- Built-in continues to build market share
- Figure 11: UK retail sales of gas and electric cookers, by sector, 2004, 2006 and 2007
- Built-in fuels electric growth
- Figure 12: UK retail sales of gas and electric cookers, by segment, 2005, 2006 and 2007
- Electric freestanding cookers struggle
- Freestanding gas cookers suffer from identify crisis
- Does built-in gas cookers suffer from being a niche?
- Market Share
- Key Points
- Figure 13: Leading cooker suppliers to the UK market, 2007
- Figure 14: UK manufacturer shares for gas and electric cookers, by volume, 2006
- Manufacturer shares by sub-category
- Indesit leads freestanding sales
- Figure 15: UK manufacturer shares for freestanding cookers, by volume, 2006
- Market share more evenly distributed across built-in
- Figure 16: UK manufacturer shares for built-in cookers, by volume, 2006
- Company Profiles
- Aga-Rayburn
- Baumatic
- Beko
- Britannia
- BSH Home Appliances
- Candy
- Electrolux Group
- Glen Dimplex Home Appliances
- Indesit Company UK Ltd
- Miele
- Smeg
- Whirlpool Domestic Appliances
- Other companies
- Brand Communication and Promotion
- Key Points
- Adspend on cookers
- Figure 17: Main monitored media advertising expenditure on cookers, 2002-07
- Adspend by media type
- Figure 18: Main monitored media advertising expenditure on gas and electric cookers, by media type, 2003-2007
- Adspend by advertiser
- Figure 19: Main monitored media advertising expenditure on gas and electric cookers, by advertiser, 2003-2007*
- Below-the-line marketing initiatives
- Cooker companies care...
- Ads focus on ranges, built-in ovens and induction hobs
- Figure 20: Top ten brands advertised in 2006
- Figure 21: Top ten brands advertised in 2007*
- A dash of fashion works for some
- Channels to Market
- Key Points
- Are consumers ready to buy cookers online?
- Figure 22: UK retail sales of freestanding electric cookers, by outlet, 2004 and 2006
- Consumers look to DIY sheds for built-in expertise
- Figure 23: UK retail sales of built-in electric cookers, by outlet, 2004 and 2006
- No winners in freestanding gas cooker sales
- Figure 24: UK retail sales of freestanding gas cookers, by outlet, 2004 and 2006
- Kitchen specialists consolidate built-in gas position
- Figure 25: UK retail sales of built-in gas cookers, by outlet, 2004 and 2006
- The Consumer -- Purchasing Attitudes and Motivations
- Key Points
- Changing rooms -- changing cookers
- Third age consumers are ready to indulge
- Cult appliances at heart of refit trend
- Figure 26: Purchase motivations for buying a new cooker, oven or hob, September 2007
- Marketers should look to men, oldies and forward-thinking families
- Figure 27: Purchase attitudes towards the last cooker, oven or hob purchased, September 2007
- Shoppers choose real over virtual shops
- Who shops online?
- Figure 28: Features to be the most considered in the purchase of a new cooker, oven or hob, September 2007
- Cleaning before colour
- Freestanding stands up to built-in
- Only a quarter say: "I' m with the brand"
- News flash: men aren' t cleaning cookers!
- Oldies have very specific needs
- Fledgling families: A key market?
- Demands fall along with salary and status
- Appendix
- Advertising data
- Abbreviations
- Broader market environment
- Figure 31: Trends and projections in UK population (' 000s), by age group, 2002-12
- Market segmentation
- Figure 32: Household ownership of kitchen appliances, 2003-07
- Figure 33: Household ownership of electric hob units, by demographic sub-group, 2007
- Figure 34: Household ownership of electric built-in-ovens, by demographic sub-group, 2007
- Figure 35: Household ownership of electric cookers (free standing), by demographic sub-group, 2007
- Figure 36: Household ownership of gas hob units, by demographic sub-group, 2007
- Figure 37: Household ownership of gas built-in-ovens, by demographic sub-group, 2007
- Figure 38: Household ownership of gas cookers (freestanding), by demographic sub-group, 2007
- Figure 39: Household ownership of microwave ovens, 2003-07
- Figure 40: Household ownership of microwave ovens, by demographic sub-group, 2007
- Consumer -- Purchase attitudes and motivations
- Figure 41: Cooker, oven or hob purchased in the last seven years, by socio-demographic, 2007
- Figure 42: Purchase motivations for buying a new cooker, oven or hob, by socio-demographic, September 2007
- Figure 43: Purchase motivations for buying a new cooker, oven or hob, by socio-demographic, September 2007
- Figure 44: Purchase attitudes towards the last cooker purchased, by socio-demographic, September 2007
- Figure 45: Features to be considered in the purchase of a new cooker, oven or hob, by socio-demographic, September 2007
- Figure 46: Features to be considered in the purchase of a new cooker, oven or hob, by socio-demographic, September 2007
- Figure 47: Features to be considered in the purchase of a new cooker, oven or hob, by socio-demographic, September 2007
- Consumer typologies -- Further analysis
- Figure 48: Gas and electric cookers consumer typologies, by socio-demographic, September 2007
- Figure 49: Gas and electric cookers consumer typologies, by purchase motivation for buying the last cooker, oven or hob, September 2007
- Figure 50: Gas and electric cookers consumer typologies, by purchase attitude towards the purchase of the last cooker, oven or hob, September 2007
- Figure 51: Gas and electric cookers consumer typologies, by purchase of a cooker, oven or hob in the last seven years, September 2007
