Table of Contents
Executive Summary
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- The market
- Category gains ground on improvement in housing and economy
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- Figure 1: Total US retail sales and fan chart forecast of refrigerators, freezers, and dishwashers, at current prices, 2008-18
- Segments
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- Figure 2: Sales of refrigerators, freezers, and dishwashers, segmented by type, 2011 and 2013
- The consumer
- Ownership of refrigerators nearly universal
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- Figure 3: Refrigerator, freezer, and dishwasher ownership, 2008-13
- Replacement most common reason for refrigerators, dishwashers
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- Figure 4: Reasons for most recent purchase of a refrigerator, freezer, or dishwasher, January 2014
- Recent purchases likely to have started with online research
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- Figure 5: Refrigerator/Freezer/Dishwasher shopping behaviors for most recent purchase of any appliance, by date of most recent purchase, January 2014
- Interest in energy efficiency, reliability consistent across appliances
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- Figure 6: Attribute importance in purchase of a refrigerator, freezer, or dishwasher, January 2014
- Added fridge/freezer features are especially appealing to recent purchasers
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- Figure 7: Interest in refrigerator/freezer special features, by date of most recent refrigerator purchase, January 2014
- Recent dishwasher purchasers most interested in quick-wash capability
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- Figure 8: Interest in dishwasher special features, by date of most recent dishwashing purchase, January 2014
- What we think
Issues and Insights
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- Taking ownership of reliability
- The issues
- The implications
- The next generation of appliance owners
- The issues
- The implications
- Increasing refrigerator sales one room at a time
- The issues
- The implications
Trend Application
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- Trend: Green and Lean
- Trend: Hungry Planet
- Trend: Suite Life
Market Size and Forecast
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- Key points
- Category gains ground on improvement in housing and economy
- Sales and forecast of refrigerators, freezers, and dishwashers
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- Figure 9: Total US retail sales and forecast of refrigerators, freezers, and dishwashers, at current prices, 2008-18
- Figure 10: Total US retail sales and forecast of refrigerators, freezers, and dishwashers, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 11: Total US retail sales and fan chart forecast of refrigerators, freezers, and dishwashers, at current prices, 2008-18
Market Drivers
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- Replacement cycle, economic factors drive sales trends
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- Figure 12: Top reasons for purchasing large kitchen appliances, January 2014
- Industry competitors see key drivers improving
- Housing market builds momentum in 2013
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- Figure 13: New and existing home sales, 2009-13
- Remodeling trends higher, creating more opportunities for appliance sales
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- Figure 14: BuildFax Remodeling Index, 2008-13
- Halting improvement in consumer confidence helps market
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- Figure 15: Thomson Reuters/University of Michigan index of consumer sentiment, 2009-14
- Homeownership rate declines, especially among younger adults
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- Figure 16: Fourth quarter homeownership rate, by age of householder, 2008-13
- More households, but households getting smaller
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- Figure 17: Households, by presence of own children, 2003-13
- Figure 18: Household size, 2003-13
Segment Performance
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- Key points
- Sales of dishwashers outpace refrigerators and freezers in past two years
- Sales of refrigerators, freezers, and dishwashers, by segment
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- Figure 19: Sales of refrigerators, freezers, and dishwashers, segmented by type, 2011 and 2013
- Refrigerators and freezers
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- Figure 20: Total US retail sales and forecast of refrigerators, freezers and dishwashers, by segment, at current prices, 2008-18
Leading Companies
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- Whirlpool
- General Electric
- Electrolux
- Samsung
- LG
- Haier
Innovations and Innovators
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- Connectivity – “smart appliances”
- LG HomeChat
- Samsung refrigerator with apps
- Whirlpool 6th Sense Live appliances
- Added features
- Samsung Soda Fridge dispenses sparkling water
- Whirlpool PowerScour
- Samsung WaterWall dishwasher
- Bosch offers “quietest dishwasher in North America”
Marketing Strategies
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- The new Maytag Man an effort to personify dependability
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- Figure 21: Maytag “Meet the Maytag Man” television ad, 2014
- Kitchenaid “So Much More” campaign targets serious cooks
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- Figure 22: Kitchenaid “So Much More” television ad, 2013
- GE “Reimagining Home” campaign underscores consumer input
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- Figure 23: GE “Reimaging The Kitchen” television ad, 2013
Social Media
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- Key points
- Key social media metrics
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- Figure 24: Key performance indicators, February 10, 2013-February 9, 2014
- Market overview
- Brand usage and awareness
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- Figure 25: Brand usage and awareness of refrigerators, freezers and dishwasher brands, January 2014
- Interaction with brands
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- Figure 26: Interaction with refrigerators, freezers and dishwasher brands, January 2014
- Online conversations
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- Figure 27: Online mentions, selected refrigerator, freezer and dishwasher brands, February 10, 2013-February 9, 2014
- Where are people talking about refrigerator, freezer, and dishwasher brands?
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- Figure 28: Mentions, by page type, selected refrigerator, freezer, and dishwasher brands, February 10, 2013-February 9, 2014
- What are people talking about online?
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- Figure 29: Mentions, by topic of conversation, selected refrigerator, freezer, and dishwasher brands, February 10, 2013-February 9, 2014
- Brand analysis
- Samsung
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- Figure 30: Samsung key social media indicators, February 2014
- Key online campaigns
- What we think
- GE
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- Figure 31: GE key social media indicators, February 2014
- Key online campaigns
- What we think
- Whirlpool
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- Figure 32: Whirlpool key social media indicators, February 2014
- Key online campaigns
- What we think
- LG
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- Figure 33: LG key social media indicators, February 2014
- Key online campaigns
- What we think
- Sub-Zero
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- Figure 34: Sub-Zero key social media indicators, February 2014
- Key online campaigns
- What we think
- Electrolux
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- Figure 35: Electrolux key social media indicators, February 2014
- Key online campaigns
- What we think
Ownership and Acquisition
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- Key points
- Ownership of refrigerators nearly universal
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- Figure 36: Refrigerator, freezer, and dishwasher ownership, 2008-13
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- Figure 37: Refrigerator, freezer, and dishwasher ownership, by ownership status of home, 2008-13
- Higher-income households own wider variety of appliances
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- Figure 38: Types of refrigerators, freezers, and dishwashers owned, by household income, January 2014
- Specialized fridges more likely to be recent purchases
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- Figure 39: Recency of refrigerator, freezer, and dishwasher acquisition, January 2014
Reasons for Most Recent Purchase
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- Key points
- Replacement most common reason for refrigerators, dishwashers
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- Figure 40: Reasons for most recent purchase of a refrigerator, freezer, or dishwasher, January 2014
- Refrigerator purchase decision process growing more complex
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- Figure 41: Reasons for most recent purchase of a refrigerator, by date of most recent refrigerator purchase, January 2014
- Higher-income buyers more likely to be motivated by remodeling and décor
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- Figure 42: Reasons for most recent purchase of a refrigerator, by household income, January 2014
- Freezer purchases driven by practicality
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- Figure 43: Reasons for most recent purchase of a freezer, by date of most recent freezer purchase, January 2014
- Recent dishwasher purchases motivated by replacement, remodeling
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- Figure 44: Reasons for most recent purchase of a dishwasher, by date of most recent dishwasher purchase, January 2014
Shopping Behaviors
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- Key points
- Recent purchases likely to have started with online research
- Home centers gain momentum
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- Figure 45: Refrigerator/Freezer/Dishwasher shopping behaviors for most recent purchase of any appliance, by date of most recent purchase, January 2014
- Higher-income buyers more likely to do research, shop in specialty stores
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- Figure 46: Refrigerator/Freezer/Dishwasher shopping behaviors for most recent purchase of any appliance, by household income, January 2014
Usage Behaviors and Meal Prep Habits
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- Key points
- Refrigerators still play a central role in many households
- Young adults interested in secondary fridges
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- Figure 47: Refrigerator/Freezer/Dishwasher usage behaviors and meal prep habits, by gender and age, January 2014
- Higher-income consumers more likely to want refrigerators that blend in
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- Figure 48: Refrigerator/Freezer/Dishwasher usage behaviors and meal prep habits, by household income, January 2014
- Larger households interested in secondary fridges and extra features
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- Figure 49: Refrigerator/Freezer/Dishwasher usage behaviors and meal prep habits, by household size, January 2014
Attribute Importance
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- Key points
- Interest in energy efficiency consistent across appliances
- Reliability and durability are also common denominators
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- Figure 50: Attribute importance in purchase of a refrigerator, freezer, or dishwasher, January 2014
- Style growing more important in refrigerator purchases
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- Figure 51: Attribute importance in purchase of a refrigerator, by date of most recent refrigerator purchase, January 2014
- Capacity, efficiency, and reliability are top priorities in freezer purchases
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- Figure 52: Attribute importance in purchase of a freezer, by date of most recent standalone freezer purchase, January 2014
- Recent dishwasher purchasers more likely to look for style
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- Figure 53: Attribute importance in purchase of a dishwasher, by date of most recent dishwasher purchase, January 2014
Interest in Special Features
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- Key points
- Added fridge/freezer features are especially appealing to recent purchasers
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- Figure 54: Interest in refrigerator/freezer special features, by date of most recent refrigerator purchase, January 2014
- Recent dishwasher purchasers most interested in quick-wash capability
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- Figure 55: Interest in dishwasher special features, by date of most recent dishwasher purchase, January 2014
Race and Hispanic Origin
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- Black, Hispanic consumers less likely to own dishwashers
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- Figure 56: Refrigerator, freezer, and dishwasher ownership, by race and Hispanic origin, 2008-13
- Reasons for refrigerator purchase consistent across groups
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- Figure 57: Reasons for most recent purchase of a refrigerator, by race/Hispanic origin, January 2014
- Refrigerator and dishwasher attribute importance similar across groups
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- Figure 58: Attribute importance in purchase of a refrigerator, by race/Hispanic origin, January 2014
- Figure 59: Attribute importance in purchase of a dishwasher, by race/Hispanic origin, January 2014
- Refrigerator added features of appeal to Black, Hispanic consumers
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- Figure 60: Interest in refrigerator/freezer special features, by race/Hispanic origin, January 2014
Custom Consumer Groups
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- Past-five-year brand purchase
- Whirlpool and GE owners more likely to make replacement purchases
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- Figure 61: Reasons for most recent purchase of a refrigerator, by brands purchased in past five years, January 2014
- LG, Samsung purchasers more likely to shop online, use mobile devices
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- Figure 62: Refrigerator/Freezer/Dishwasher shopping behaviors for most recent purchase of any appliance, by brands purchased in past five years, January 2014
- LG and Samsung purchasers more interested in secondary fridges
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- Figure 63: Refrigerator/Freezer/Dishwasher usage behaviors and meal prep habits, by brands purchased in past five years, January 2014
- Whirlpool and General Electric purchasers more brand-conscious
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- Figure 64: Attribute importance in purchase of a refrigerator, by brands purchased in past five years, January 2014
- LG and Samsung buyers more interested in some special features
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- Figure 65: Interest in refrigerator/freezer special features, by household income, January 2014
Appendix – Other Useful Consumer Tables
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- Ownership and acquisition
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- Figure 66: Refrigerator, freezer, and dishwasher ownership, by gender and age, January 2014
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- Figure 67: Refrigerator, freezer, and dishwasher ownership, by household size, January 2014
- Reasons for acquisition
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- Figure 68: Reasons for most recent purchase of a refrigerator, by gender and age, January 2014
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- Figure 69: Reasons for most recent purchase of a refrigerator, by household income, January 2014
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- Figure 70: Reasons for most recent purchase of a refrigerator, by household size, January 2014
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- Figure 71: Reasons for most recent purchase of a dishwasher, by household size, January 2014
- Shopping behaviors
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- Figure 72: Refrigerator/Freezer/Dishwasher shopping behaviors for most recent purchase of any appliance, by gender and age, January 2014
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- Figure 73: Refrigerator/Freezer/Dishwasher shopping behaviors for most recent purchase of any appliance, by household size, January 2014
- Attribute importance
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- Figure 74: Attribute importance in purchase of a refrigerator, by gender and age, January 2014
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- Figure 75: Attribute importance in purchase of a refrigerator, by household income, January 2014
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- Figure 76: Attribute importance in purchase of a refrigerator, by household size, January 2014
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- Figure 77: Attribute importance in purchase of a freezer, by gender and age, January 2014
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- Figure 78: Attribute importance in purchase of a freezer, by household income, January 2014
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- Figure 79: Attribute importance in purchase of a freezer, by household size, January 2014
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- Figure 80: Attribute importance in purchase of a dishwasher, by gender and age, January 2014
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- Figure 81: Attribute importance in purchase of a dishwasher, by household income, January 2014
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- Figure 82: Attribute importance in purchase of a dishwasher, by household size, January 2014
- Interest in special features
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- Figure 83: Interest in refrigerator/freezer special features, by gender and age, January 2014
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- Figure 84: Interest in refrigerator/freezer special features, by household income, January 2014
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- Figure 85: Interest in refrigerator/freezer special features, by household size, January 2014
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- Figure 86: Interest in dishwasher special features, by gender and age, January 2014
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- Figure 87: Interest in dishwasher special features, by household income, January 2014
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- Figure 88: Interest in dishwasher special features, by household size, January 2014
Appendix – Social Media
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- Online conversations
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- Figure 89: Online mentions, selected refrigerator, freezer and dishwasher brands, February 10, 2013-February 9, 2014
- Brand usage or awareness
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- Figure 90: Brand usage or awareness, January 2014
- Figure 91: Whirlpool usage or awareness, by demographics, January 2014
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- Figure 92: General Electric usage or awareness, by demographics, January 2014
- Figure 93: Electrolux usage or awareness, by demographics, January 2014
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- Figure 94: LG usage or awareness, by demographics, January 2014
- Figure 95: Samsung usage or awareness, by demographics, January 2014
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- Figure 96: Sub-Zero usage or awareness, by demographics, January 2014
- Activities done
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- Figure 97: Activities done, January 2014
- Figure 98: Whirlpool – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
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- Figure 99: Whirlpool – Activities done – I have contacted/interacted with the brand online on social media, by demographics, January 2014
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- Figure 100: Whirlpool – Activities done – I follow/like the brand on social media because, by demographics, January 2014
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- Figure 101: Whirlpool – Activities done – I have researched the brand on social media to, by demographics, January 2014
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- Figure 102: General Electric – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
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- Figure 103: General Electric – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, January 2014
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- Figure 104: General Electric – Activities done – I follow/like the brand on social media because, by demographics, January 2014
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- Figure 105: General Electric – Activities done – I have researched the brand on social media to, by demographics, January 2014
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- Figure 106: LG – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
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- Figure 107: LG – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, January 2014
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- Figure 108: LG – Activities done – I follow/like the brand on social media because, by demographics, January 2014
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- Figure 109: LG – Activities done – I have researched the brand on social media to, by demographics, January 2014
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- Figure 110: Samsung – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
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- Figure 111: Samsung – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, January 2014
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- Figure 112: Samsung – Activities done – I have researched the brand on social media to, by demographics, January 2014
Appendix – Trade Association
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