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Emphasis on Efficiency in the White Goods Market

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According to Household Appliances (White Goods), a new Market Report from market intelligence provider Key Note, the UK market for white goods experienced a 2.9% growth in value between 2006 and 2010, with particularly strong growth observed in the cooling appliances sector.


Many appliances, such as cookers and refrigerators, are essential to the average household and have a high level of usage. This is particularly the case for appliances such as washing machines, microwave ovens and fridge-freezers, which have consumer penetration rates of 88.2%, 88.0% and 66.7%, respectively. Furthermore, the growing UK population and the rising number of UK households is likely to push up demand for white goods in the future.


Environmental awareness is an important factor that is driving the white goods market and new products are being developed to reflect new consumer requirements, particularly as many customers are now contending with rising energy costs and their impact on the environment. Pressures on consumers to lower their carbon footprint are therefore fuelling the demand for more energy-efficient white goods. In order to meet this demand, manufacturers are working hard to develop appliances that are more energy efficient, for instance washing machines with shorter cycles and larger capacities, which are able clean just as effectively as older models at lower temperatures.

Within the white goods market, there is plenty of room for growth within some subsectors, including the tumble dryers and dishwashers categories. According to Kantar Media, penetration for tumble dryers in 2010 stood at 48.1%, which means that there is still room for growth within this particular area of the market. This relatively high penetration level also indicates a changing consumer perspective, as these items, which were once considered luxuries, are now commonly found in many homes, with many consumers liable to opt for such machines in order to save time.


Key Note estimates that, between 2011 and 2015, the white goods market is estimated to increase by 7.3% to £3.81bn. The cooking appliances sector is predicted to experience the greatest growth, rising by 8.6% in the coming five years. However, it is the dishwashers subsector that is expected to increase the most, growing by 13.6% over the same five-year period.



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Press enquiries: Jack Sykes at Key Note at or 0845 504 0452. Press/review copies of the report are available on request.