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Ovens and Microwaves - UK - November 2015

Ovens and Microwaves - UK - November 2015

“Design of ovens and hobs is evolving rapidly with innovations that include sensor-controlled cooking, new functionality and easier cleaning. The cost of new technologies such as induction is falling, making this affordable to the mainstream and competing with gas for controllability and responsiveness. And Mintel is seeing style play a major role in segmenting the market as today’s consumers have more choices; built-in or stand-alone, a wider choice of sizes, and a bigger selection of colours and styling."

- Jane Westgarth, Senior Market Analyst

This report looks at the following areas:

How is the internet shaping the shopping journey for ovens and microwaves?
Is the “Internet of Things” relevant to people when they buy cookers?
Is buoyancy in the housing market influencing demand for ovens and microwaves?


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
The market
Figure 1: Consumer spending on ovens and microwaves, 2010-20
Figure 2: Consumer spend on ovens and microwaves, by segment, 2010-15 (est)
Figure 3: Distribution of ovens and microwaves, by retailer, 2014 (est)
The consumer
Figure 4: Ownership of ovens and microwaves, August 2015
Figure 5: Ovens and microwaves purchased in the last three years, August 2015
Figure 6: Price paid for ovens and microwaves purchased in the last three years, August 2016
Figure 7: How often cookers are used each week, August 2015
Figure 8: Important features when buying a new cooker/hob or microwave, August 2015
Figure 9: Shopping for a new cooker/hob or microwave, August 2015
Figure 10: Shopping for a new cooker/hob or microwave, August 2015
What Mintel thinks
ISSUES & INSIGHTS
How is the internet shaping the shopping journey for ovens and microwaves?
Is the “Internet of Things” relevant to people when they buy cookers?
Is buoyancy in the housing market influencing demand for ovens and microwaves?
THE MARKET
What you need to know
18.5% growth by 2020 forecast for ovens, hobs, and cookers
Popularity of built-in
Combi models build average prices for microwaves
A nation of cooks
Changes in the housing market
Channels to market
Market size and forecast
Market to grow by 16.1% from 2015-20
Figure 11: Cookers, ovens, and microwaves, market by value 2010-20
Innovation drives growth for cookers
Figure 12: Cookers, ovens, and hobs, market by value 2010-20
Market for microwaves to see flat spending
Figure 13: Microwaves, market by value, 2010-20
Segment Performance
Figure 14: Cookers, ovens, and microwaves, market by value, 2010-15
Built-in accounts for 60% by value
Style statement with added capacity fuels growth of range cookers
Figure 15: Cookers and ovens, market segmentation by volume and value, 2015 (est)
Induction hobs gaining share
Dual fuel likely to lose out to induction
Smart appliances will increase share
Combis gain share of microwaves
Figure 16: Microwave ovens, by type, 2015 (est)
The energy agenda
Market drivers
Industry-wide internet initiatives
Cooking and eating habits
Figure 17: Cooking and eating habits, July 2015
Creating their signature bakes
Figure 18: Frequency of baking at home, March 2014
Diversifying household structures
Figure 19: Families in the UK, by family type in 2004 and 2014
Growing number of housing transactions
Figure 20: UK property transactions, by country, 2010-14
The buy-to-let effect
Figure 21: Housing tenure, UK, June 2015
Channels to market
Online sales will take over half of white goods spend in 2015
Figure 22: Estimated share of consumer spend on hobs and ovens through online channels, 2012-15
Currys emphasises its expertise
AO.com has a powerful presence
Independents finding the going tough
Nonspecialists performing well
Argos beats the rest with same day delivery
Retailers likely to “right size”
Figure 23: Share of white goods spending, by retailer, 2014 (est)
KEY PLAYERS
What you need to know
Leading brands
Intensifying competition
BSH focuses on quality and innovation
Intensely competitive landscape
Highly innovative sector
Speed and multifunction
Intelligent hobs
Suppliers of ovens and microwaves
Major manufacturers dominate
Intensifying competition
Whirlpool Indesit combination strengthens the business
Beko major on value
BSH focuses on quality and innovation
Figure 24: Leading manufacturer shares of cookers and ovens, by volume, UK, 2014 (est)
Multibranding strategies
Figure 25: Leading manufacturers of white goods, brands, 2015
Own label lines avoid direct price comparisons
Figure 26: Examples of own labels, 2015
Microwaves brand shares
Launch activity and innovation
BSH launches a new generation of ovens
Sensor cooking from Electrolux and AEG
Social media encourages sharing
An oven with multiple functions in one unit
In-oven cameras allow remote monitoring
Meal planning with the “Internet of Things”
Figure 27: The Electrolux Let’s Taste app
Dividing up the oven
Induction moves into the oven
New hybrid with electricity and gas in one oven
Intelligent hobs and hob automation
Changing the workspace completely
AGA: city model packs AGA styling into a smaller space
Figure 28: The AGA City60 model aimed at city dwellers
A microwave that counts calories
Professional touches in the home oven
Fully interactive home retail concept
Tabletop smart oven caters to small spaces
Advertising and marketing activity
Uplift in advertising spend
Figure 29: Recorded above-the-line, online display, and direct mail total advertising expenditure on ovens and cookers 2011-15
Top advertisers
Figure 30: Recorded above-the-line, online display, and direct mail total advertising expenditure on ovens and cookers,
by advertiser, 2011-14
Media type
Figure 31: Recorded above-the-line, online display, and direct mail total advertising expenditure on ovens and microwaves,
by media type, 2011-14
Figure 32: Recorded above-the-line, online display, and direct mail total advertising expenditure on ovens and microwaves,
by media type, 2014
A note on adspend
THE CONSUMER
What you need to know
Ownership varies with housing circumstances
High level of purchasing
House moves stimulate cooker purchases
Wide range of price points
45% use a hob every day
Convenient and quick
Competitive pricing
Will people stop visiting shops?
Ownership of ovens and microwaves
Figure 33: Ownership of ovens and microwaves, August 2015
Figure 34: Ownership of ovens and microwaves, repertoire, August 2015
Ovens and microwaves purchased in the last three years
Figure 35: Ovens and microwaves purchased in the last three years, August 2015
Price paid for ovens and microwaves purchased in the last three years
Figure 36: Price paid for ovens and microwaves purchased in the last three years, August 2015
How often cookers are used each week
Figure 37: How often cookers are used each week, August 2015
Important features when buying a new cooker/hob or microwave
Figure 38: Important features when buying a new cooker/hob or microwave, August 2015
Shopping for a new cooker or microwave
Figure 39: Shopping for a new cooker/hob or microwave, August 2015
Attitudes to shopping for a new cooker or microwave
Figure 40: Attitudes towards shopping for a new cooker or microwave, August 2015
APPENDIX
Data sources and abbreviations
Data sources
Market sizing and segment performance
Fan chart forecast
Abbreviations
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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