in association with GfK


domestic appliances market overview


Green Generation appliance collection by Whirlpool


increase was focused around the first half of the year across cooking as consumers targeted products with a slightly higher average price, possibly seeing this as the time to trade up. As an example, induction hobs enjoyed a massive 25% acceleration in volume and nearly as much in value indicating that price reductions for the product are still reasonably small.


Laundry


Of the key contributors to last year’s growth, the classic freestanding replacement categories of home laundry and refrigeration stick out. The move towards high capacity washing machines continues unabated and, whilst prices may have seen a modest decline since last year, there is still a 20% premium paid over and above £500 for these products. The washing machines with 7kg+ capacity once again saw double digit gains in 2010; the sector now represents nearly 50% of the value of washing machines. In fact, much of the biggest gains have come from the 9kg and even 11kg models which together account for nearly £46m. Dryers are more seasonal of course and after a slow start to the year and despite the harsh winter, this sector found its momentum after the World Cup. The damp weeks towards the end of August and continuing into September helped grow volumes by over 9% in value. Innovation in areas such as heat pump technology has helped to increase average prices by 6%.


BusinessBook2011 47 IndependentElectricalRetailer


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