feature: built-in appliances Built-in for life


In our first feature this month, we take a look at the market for built-in appliances. With many consumers now opting for open plan integrated kitchens, and given that space is oſten at a premium in new homes here in the UK, it seems that the built-in market is primed for growth.


T


he popularity of integrated kitchens is one of the main drivers of this


growth, according to Lucy Dunstan, Product Manager at Smeg UK. “Sales of built-in appliances are on the up as more consumers look to achieve an integrated kitchen design. Our newest built-in range, Dolce Stil Novo, allows customers to choose not only built-in ovens but wine coolers, blast chillers and professional style sous vide and sommelier drawers, which all complement each other to create a galley style kitchen. While there will always be a market for freestanding appliances, especially within rental, at the moment we believe the development of exciting, innovative built-in appliances is only set to grow.” Sara Bazeley, Brand Manager at Indesit,


agrees that built-in continues to resonate with consumers. “Kitchens that feature built-in appliances are increasingly popular with consumers. According to Euromonitor International, built-in appliances remain a key trend in major appliances. “The built-in cooking market sees overall sales being driven by ovens, with the category accounting for a third of the whole market value. Single ovens continue to remain popular with the consumer thanks to the flexibility of being able to combine a single oven with a built-in microwave or a combination oven. By doing so, a tremendously powerful array of functionality becomes available, which is not offered from a standard double oven. “In addition, induction technology is having a positive effect on the built-in cooking market, demonstrated by the availability of induction hobs from the majority of manufacturers. According to a recent Houzz survey, induction hobs are the most popular type of hob, with 41 per cent of kitchen renovators opting for an induction hob when updating their kitchen. “Built-in dishwashers showed a strong


volume growth, with sales supported by the rise of open-plan kitchens. The home laundry


July / August 2019


appliances category is the only major domestic appliance category where freestanding models are outperforming built-in ones, with freestanding washer dryers holding the strongest volume growth.” For Nick Platt, business director, built-in appliances, Hoover Candy UK, consumers are increasingly looking for well-designed kitchens, which of course has had a knock-on effect on growth. “We are seeing an increasing focus on kitchen design including built-in appliances and what they can offer. This has led to an increase in sales as people are turning to appliances with functionalities that make a positive effect on their wellbeing. We are seeing see professional- style cooking appliances grow in popularity with cooking methods such as steam and Sous Vide, like those on offer in Hoover’s Vogue Premium Collection, being the top of the consumer wish list.” Luke Harding, Head of Electrical Retail at AEG UK, agrees the sector is growing. “Over the last


two years, the built-in oven market has seen an increase in both value and volume. There has been a slow-moving trend towards single or compact ovens, as consumers choose to move away from double ovens and invest in new technology. This is because they’re becoming aware of and understanding the benefits of built-in appliances.” He continues: “The growing trend for open plan living and the resurgence of in-home entertaining has meant a rise in demand for built-in appliances. Consumers now want high quality, functional products that look beautiful and fit seamlessly into their kitchen, especially as it is now the most important room in the home. “Due to market demands, we’ve created the


Compact Range which allows consumers to mix and match a wide variety of products. This includes microwaves, coffee machines and warming drawers, which can all be combined beautifully into a stylish, linear look that is unique to the consumer.”


www.innovativeelectricalretailing.co.uk | 19

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