美國洗衣機・烘乾機市場

Abstract

During 2003-2008, appliance sales have tracked the boom and the bust of the housing market. After showing strong sales for a mature market through mid-2006, the market has seen sales slide as the housing market has stumbled. Once the housing market stabilizes, replacement sales, product innovation - especially in "green" technologies - and sales to affluent Boomers and young, multi-ethnic consumers should drive growth through 2013. Analysis and insights include:

• Factors shaping the competitive landscape
• The progress of individual retailers and suppliers, including the rise of home centers at the expense of Sears
• How brand identifications are being developed and promoted
• Where appliances are purchased
• How retailers and suppliers can capitalize on "green" trends
• What product innovations, features, functions, and styles are being used and are on the horizon
• Proprietary consumer research and offers insights into what innovations are most likely to appeal to diverse consumer groups

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Sales data
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• New homeowners, new parents the primary target
• Going "green"
• Young and the wealthy seeking style and new features
• Slowdown in housing market impacting sales
• Washers larger segment, dryers faster growing
• Sears loses share to Home Depot and Lowe' s
• Younger homeowners, Baby Boomers and multi-ethnic population
• Consolidated supply structure, led by Whirlpool
• Well-established brands enter the Internet age
• A gamut of innovations
• Consumer findings
• The purchase process
• Attitudes toward product features
• Findings by race/ethnicity
• Market Size and Forecast
• Key points
• Mature market shows fairly strong growth
• Sales have tracked the boom and bust of the housing market
• 2007 and 2008 sales buffered by replacement and high-end sales
• Sales and shipments
  • Figure 5: Total U.S. sales and forecast of washers and dryers at current prices, 2003-11
  • Figure 6: Total U.S. sales and forecast of washers and dryers at inflation adjusted prices, 2003-11
  • Figure 7: Manufacturer shipments of laundry appliances, 2003-08
• Competitive Context
• Key points
• Laundromats serve urban renters
• Laundromats enhancing appeal to eco-conscious consumers
• Dry cleaners offer limited cleaning and pressing competition
• Segment Performance
• Key points
• Washers comprise largest segment, dryers faster growing
• From 2006-08, dryers grow at slightly higher rate
  • Figure 8: U.S. sales and forecast of laundry appliances at current prices, by segment, 2003-13
  • Figure 9: U.S. sales of laundry appliances, by segment, 2006 and 2008
• Segment Performance--Washers
• Key points
• Sales growth has slowed since 2006, but prices have increased
• Innovation driving high-end sales
• Front-load machines show strong growth
  • Figure 10: U.S. sales and forecast of washers, in inflation-adjusted prices, 2003-11
  • Figure 11: U.S. sales and forecast of washers, in inflation-adjusted prices, 2003-11
  • Figure 12: Factory unit shipments of washers, 2003-08
• Segment Performance--Dryers
• Key points
• Growth tapered off in 2007
  • Figure 13: U.S. sales and forecast of dryers at constant prices, 2003-11
  • Figure 14: U.S. sales and forecast of dryers at inflation-ajdusted prices, 2003-13
  • Figure 15: Factory unit shipments of dryers, 2003-08Gas vs. electric
  • Figure 16: U.S. shipments of gas and electric dryers, 2006 and 2008
  • Figure 17: Factory unit shipments of electric dryers, 2003-08
  • Figure 18: Factory unit shipments of gas dryers, 2003-08
• Retail Channels
• Key points
  • Figure 19: U.S. sales of laundry appliances, by retail channel, 2006-07
• Lowe' s expands its position; Sears loses market share
  • Figure 20: Sales of major home appliances by top appliance retailers, 2005-07
• Retail Channels--Appliance and Specialty Stores
• Key points
• Below average sales growth every year from 2003-07
  • Figure 21: U.S. sales of laundry appliances at electronic/appliance stores, 2003-07
• Sears considering selling Kenmore through other retailers
• Best Buy educates sales associates on environmental issues
• Retail Channels--Home Centers, Hardware Stores, Building Supply Stores
• Key points
• Segment gaining share every year
  • Figure 22: U.S. sales of laundry appliances at home centers/hardware/building supply stores, 2003-07
• Lowe' s continues to post growth in appliance category
• Home Depot focusing on high-end, e-tailing and Eco-options
• Retail Channels--Other
• Key points
• Sales decline in "other" retail channels
  • Figure 23: U.S. sales of laundry appliances at other retailers, 2003-07
• Market Drivers: Going Green
• Green living fuels demand for environmentally-friendly appliances
• Green appliances a part of a broader "green" retailer approach
• Growth of green homes
• Government certification programs for energy efficient appliances
• State and local promotions of energy efficient appliances
• Market Drivers: The Housing Market
• Homeowners twice as likely to own laundry appliances
  • Figure 24: Ownership of washers and dryers, by home ownership, Jan-Nov 2007
• Buying new home, moving and remodeling drive appliance purchase
• New and existing home sales dropped sharply in 2006 and 2007
• Gloomy housing prognosis through 2008
  • Figure 25: Sales of new and existing homes, 2002-07
• Home renovations fell in 2007
  • Figure 26: Expenditures for residential repairs and maintenance, and improvements, 2002-07
• Demographic Drivers
• Limited differences in purchases by age
  • Figure 27: Purchase of appliance in the past 12 months, by age, Jan-nov 2007
  • Figure 28: Population aged 18 or older, by age group, 2003-13
• A growing multi-ethnic population
  • Figure 29: Population by race and Hispanic origin, 2003-13Growth in high-end due to increase in high-income households
  • Figure 30: Distribution of households, by income (current dollars), 1999 and 2006
  • Figure 31: Purchase in the past 12 months, by household income, Jan-Nov 2007
• Life events propel purchases
• Leading Companies
• Key points
• Three tiered pricing with economical, mass market and premium lines
• Whirlpool Corporation (Whirlpool, Maytag, Amana)
• General Electric (GE)
• Electrolux (Frigidaire)
• LG Electronics
• Brand Qualities
• Whirlpool (Whirlpool, Maytag, Amana)
• Whirlpool
• Maytag
• Amana
• Sears (Kenmore)
• General Electric (GE)
• Electrolux (Frigidaire, Electrolux)
• LG Electronics (LG)
• Innovation and Innovators
• Energy and water efficiency
• Use of steam for efficiency, wrinkle reduction
• Bacteria-killing features
• Anti-allergenic features
• Remote monitoring and communication between machines
• Capacity
• Stain removal
• Detergent management
• Reduced noise and vibration
• Temperature, water level sensors and other indicators
• Color and styling
• Advertising and Promotion
• Key points
• Limited brand loyalty = opportunity
• Overall advertising expenditures stagnate or fall in 2007
  • Figure 32: Media expenditures of major appliance brands on ads for major appliances, 2005-07
• Whirlpool (Whirlpool and Maytag)
• Whirlpool
  • Figure 33: Whirlpool--Duet Swirling sea animals, 2008
  • Figure 34: Whirlpool--Duet steam dryer, 2008
• Maytag
  • Figure 35: MAYTAG--centennial washer/dryer, 2008
  • Figure 36: MAYTAG--bravo dryer, 2008
  • Figure 37: MAYTAG--epic washer-dryer, 2008
• GE
• Kenmore (Sears)
• LG
  • Figure 38: LG--Steam Washing, 2008
• Electrolux (Frigidaire, Electrolux)
• Frigidaire
• Electrolux
• Ownership and Frequency of Purchase
• Key points
• Ownership rises with age and household income
  • Figure 39: Ownership of washers and dryers, by household income, Jan-Nov 2007
  • Figure 40: Ownership of washers and dryers, by age, Jan-Nov 2007
• Online, young and high-income respondents bought washers more recently
  • Figure 41: Age of current washer or dryer, May 2008
  • Figure 42: Age of current washer, by household income, May 2008
  • Figure 43: Age of current washer, by age, May 2008Younger respondents are planning to buy new appliances
  • Figure 44: Intended time of next washer purchase, by age, May 2008
• Spending, Acquisition and Retail Considerations
• Key points
• Women are primary buyers; retail environment counts
  • Figure 45: Spending on and acquisiton of washers, by gender, May 2008
• Respondents of all household incomes seek a deal
  • Figure 46: Spending on and acquisiton of washers, by household income, May 2008
• Household income considerations shape buying new appliances, replacing as a pair
  • Figure 47: Other attitudes towards replacement of machines, by Household income, May 2008
• Economically priced machines important for younger consumer base
  • Figure 48: Other attitudes towards replacement of machines, by Age, May 2008
• Warranty, delivery and installation
  • Figure 49: Retailer and supplier extras checked or bought, by household income, May 2008
  • Figure 50: Retailer and supplier extras checked or bought, by age, May 2008
• Marketing: Internet and In-store are Key
• Key points
• Sources of information
  • Figure 51: Sources of information when purchasing washer/dryer, by gender, May 2008
  • Figure 52: Sources of information when purchasing washer/dryer, by age, May 2008
  • Figure 53: Sources of information when purchasing washer/dryer, by household income, May 2008
• Attitudes and Motivations
• Key points
• Replacement is the major reason for buying new appliances
  • Figure 54: Reasons to buy a new washer or dryer, by household income, May 2008
• Younger respondents are major first time buyers
  • Figure 55: Reasons to buy a new washer or dryer, by age, May 2008
• Willingness to pay for ' made in America' , front-loading and other design features
  • Figure 56: Features willing to pay more for--part i, May 2008
• Willingness to pay for quiet running, energy efficiency, special wash cycles
  • Figure 57: Features willing to pay more for--part ii, May 2008
• Front-loading machines still rule, spin cycles important
  • Figure 58: Interest in functions and functionality, by household income, May 2008
  • Figure 59: Interest in a simple machine, by Age, May 2008
• Attitudes toward style and appearance
  • Figure 60: Cares about appliance appearance, by household income, May 2008
  • Figure 61: Attitudes towards appearance and style, by age, May 2008
  • Figure 62: Attitudes towards appearance and style, by household income, May 2008
• Attitudes towards brands
  • Figure 63: Attitudes towards brands, by age, May 2008
• Race and Ethnicity
• Key points
• Homeownership and age lead to lower ownership levels
  • Figure 64: Ownership of washers and dryers, by race/race/ethnicity, Jan-Nov 2007
• Asians and Hispanics actively acquiring new appliances
  • Figure 65: Recent purchase of washers and dryers, by race/ethnicity, Jan-Nov 2007
  • Figure 66: Age of current washer, by race/ethnicity, May 2008
  • Figure 67: Intended time of next washer purchase, by race/ethnicity, May 2008
• Motivations and attitudes among multi-ethnic respondents
  • Figure 68: Reasons to buy a new washer or dryer, by race/ethnicity, May 2008
  • Figure 69: Interest in a simple machine, by race/ethnicity, May 2008
  • Figure 70: Attitudes towards appearance and style, by race/ethnicity, May 2008
  • Figure 71: Attitudes towards brands, by race/ethnicity, May 2008
• Appendix: Age of Dryers
  • Figure 87: Age of current dryer, by household income, May 2008
  • Figure 88: Age of current dryer, by age, May 2008