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Cool intelligence T

he refrigeration market is showing positive signs as a result of the returning replacement cycle and the socio-economic trends which are changing customer habits and priorities. In 2011, the total market increased by 3.9% (in sales volume) and this growth came from the freestanding sector (4.3%). Although the ‘staple’ two- door fridge freezers lead this increase, side- by side models and three-door appliances became very popular, growing by 18.5% and 91.5% respectively (source: GfK). The factors stimulating this growth

were: the demand for greater capacity of cooling appliances, application of smart technology that keeps food fresh for longer, reducing waste and contributing to energy saving, and better internal ergonomics of refrigeration products that are adaptable to the changing needs of the users.

Greater capacity The recession has changed many consumer habits. People are shopping less

frequently but they are also shopping ‘smarter’, taking advantage of ‘buy one get one free’ offers. “More people are adopting a cocooning lifestyle where they choose to entertain at home instead of going out. As a result of this, consumers need cooling appliances with a bigger capacity, but the reality is that many simply cannot fit a larger appliance into their living space,” says Gino Grossi, product manager – Refrigeration, Samsung UK. “It is now the norm to do one big weekly shop, and most people do not have a larder or pantry to store their produce in. For this reason, they need a fridge with a large capacity, to hold all their purchases and keep them fresh. A large freezer is also important, with space for bulk buying items that are on offer and then freezing them for a later date,“ says Bill Miller, Gorenje marketing manger. That’s why all leading brands are trying

to increase the capacity of their products without changing their footprint.

18 The Independent Electrical Retailer May 2012

The refrigeration market is growing again, as busy consumers look for appliances that will save them time and money, but will also look cool in their kitchens. Anna Ryland reports.

“Maximum use is made internally through quality engineering and design. The cabinets are larger inside without increasing the external dimension,” explains Dean McKelvie, product marketing manager Freestanding at Whirlpool.

Some manufacturers offer new capacity solutions. Samsung’s new G-Series 70cm combi fridge freezer (with a 440-litre capacity) has been designed for people looking for a large capacity refrigerator but who don’t have space in their kitchens to fit an American-size product. Need for greater capacity is also behind the popularity of three or four door refrigeration. Haier’s 177cm three door fridge freezer is “an aspirational product with a likely price tag that will be attractive to the middle market. Benefiting from both a ‘French door’ and an innovative freezer drawer making it easy to see and access food stored in the fridge or freezer. The design of the appliance gives the consumer double the internal width of a

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