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Global Household Appliances Industry

  • January 2012
  • -
  • Global Industry Analysts

The global outlook series on Household Appliances provides a collection of statistical anecdotes, market briefs, and concise summaries of research findings. The report offers a bird’s eye view of the structure of the global household appliances industry, providing an easy guide to What, Why, When, How, Where, and Who of an industry. Illustrated with about 16 fact-rich market data tables, the report also provides a rudimentary insight into major product markets, definitions, and classification, in addition to the fast facts about the ongoing consolidation among retailers, the intensifying competition brought about by the ingress of new entrants, new opportunities in Asia, the impact of technology, changing consumer preferences and other noteworthy trends/issues. Also included is a compilation of all recent mergers, acquisitions, and strategic corporate developments. In addition to the global market scenario, a regional level of discussion designed to provide a prelude to prevalent market scenarios in major countries, culminate in building a macro-level perception of the industry in its totality. Regional markets briefly abstracted include North America, United States, Mexico, Japan, Europe, Germany, Italy, the UK, Rest of Europe, Asia, China, India, Indonesia, Philippines, Singapore, South Korea, Taiwan, Thailand, Vietnam, Latin America, Argentina, Brazil, Chile, Venezuela, Dominican Republic, and others. The report also includes an indexed, easy-to-refer, fact-finder directory listing the addresses, and contact details of 772 companies worldwide.

Table Of Contents

Global Household Appliances Industry



1. OVERVIEW 1
Table 1: World Recent Past, Current and Future Analysis for
Household Appliances Market by Geographic Region - North
America, Europe, Asia-Pacific (including Japan), and Rest of
World Markets Independently Analyzed with Annual Sales Figures
in US$ Billion for Years 2010 through 2015 2

Table 2: World 5-Year Perspective for Household Appliances
Market by Geographic Region - Percentage Share Breakdown of
Value Sales for US, Europe, Asia-Pacific (including Japan),
and Rest of World for the Years 2011 and 2015 3

Table 3: World Recent Past, Current and Future Analysis for
Household Appliances Market by Product Segment: Washing
Appliances, Water Heating and Air Conditioning Equipment,
Refrigerators, Cooking Appliances, and Others Independently
Analyzed with Annual Sales Figures in US$ Billion for Years
2010 through 2015 4

Table 4: World 5-Year Perspective for Household Appliances
Market by Product Segment: Percentage Breakdown of Value Sales
for Washing Appliances, Water Heating and Air Conditioning
Equipment, Refrigerators, Cooking Appliances, and Others for
Years 2011 and 2015 5
Product Classification 5
Current Situation 5
Outlook 6
Market Position for Global Household Appliances - Post
Economic Crisis 6
Production Statistics 7
Vacuum Cleaners Lead Appliance Production 7
Europe, US, and Asia-Pacific Dominate Production Levels 7
Demand Variables 7
Consolidation Among Major Retailers 7
Positive and Negative Factors 7
New Entrants Intensify Competition in the Global Market 8
US and European Markets Flourish by Replacement Demands 8
US and European Appliance Markets: A Comparison 9
Eastern Europe and Russia Witness Mixed Growth 9
Asian Players Pose Threat to Western Majors 9
Asia - The Region of Dynamic Local Markets 10
Factors Triggering Growth 10
Replacement Sales 10
Housing Starts 10
Saturation Levels 10
State of Economy 11
Specific Product Demand 11
Impact of Technology on Home Appliances 11
Major Trends 11
Trade Policies Affect Household Appliances Export Market 11
Designer Appliances on Demand 11
Consumption Boosts Demand 12
Changing Definition of a Home 12
A Shift Towards Easy-Operable Appliances 12
Ergonomical, Yet Trendy 12
Innovation - Name of the Game 12
Appliance Manufacturers - Spreading Wings Globally 13
Manufacturers' Changing Priorities: The Inevitable Factor 13
Consumer Preferences Rule the Industry 13
Preference for Premium-Priced Products 13
Usage Habits 13
Demand for Larger Capacity Water Heaters 13
Safety: Top Priority 14
Consumers Prefer Colorful Appliances 14
Light Weight and Practical Cleaners - The Growth Components 14
Trendy Appliances in Vogue 14
Minimal Effort, Combined with Improved Performance 14
Houseware Market - Plagued by Problems 14
New Trends in Kitchen Appliances 15
Plastics Replace Metals in Appliances 15
Quest for Silence 15
Manufacturers Strive to Minimize Energy Consumption 15

2. PRODUCT OVERVIEW 16
Product Definition 16
Product Classification 16
Dishwashers 16
Built-in Dishwashers 16
Booster Heater 16
Wash Cycles 17
Filtering System 17
Internal Food Disposer 17
Rinse Aid Dispenser 17
Sound Dampening 17
Food Waste Disposers 17
Microwave Ovens 17
Microwaving: Prevents Leaching of Vitamins 17
Microwaving: Does Not Pose Risk of Radiation 18
Uneven Heating Leads to Survival of Microorganisms 18
Microwave Cooks Frozen Food Safely 18
Washers 18
Horizontal-Axis Washing Machines - Gaining Popularity 18
Coffee Makers 19
Mixers 19
Electric Irons 19

3. MERGERS AND ACQUISITIONS, AND OTHER STRATEGIC CORPORATE
DEVELOPMENTS 20

4. PRODUCT LAUNCHES 34


A REGIONAL MARKET PERSPECTIVE 67

1. NORTH AMERICA 67

1a. THE UNITED STATES 67
Appliance Market - Large and Homogeneous 67
Innovations Bailout the Sinking Home Appliances Industry 67
Market Witnesses Shift in Production Operations 67
Saturated Market Leaves Minimal Scope for Growth 68
Replacement Demand - Contributes a Major Part to Overall Sales 68
Increasing Market for Small Kitchen Appliances 68
Appliance Market - Stricken by Government Regulations 69
Demand for Energy Star Products on the Rise 69
Leading Players 69
Entry Barriers 69
Table 5: Leading Household Appliances Makers in the US
(2010): Percentage Market Share Breakdown of Unit Shipments
for Whirlpool, General Electric, Electrolux, Haier, BSH, LG
Electronics, W.C. Wood, and Others 70
Recent Player Strategies 70
Outlook 70
Table 6: US Household Appliances Market by Category (2010) -
Percentage Share Breakdown of Unit Sales for Major Household
Appliances and Small Household Appliances 71

1b. MEXICO 72
Market Scenario 72

2. JAPAN 73
Market Profile 73
Demanding Consumers Drive Growth 73
Favorable Brand Image of Japanese Products 73
Design of Products According to Lifestyle 73
Convenience and Time Saving Gadgets 73
Average Price in Japan Higher than the Overseas Market 73
Japanese Manufacturers Reel Under Intense Competition 73
Table 7: Japanese Household Appliances Market by Category
(2010) - Percentage Share Breakdown of Unit Sales for Major
Household Appliances and Small Household Appliances 74

3. EUROPE 75
West European Household Appliances Market Experiencing Rough
Phase 75
East European Markets Record Rise in Demand 75
Low Margins to Manufacturers 75
Saturation Levels High for Several Products 75
Shifting Preferences of Customers 75
Leading Players 76
Turkish Player ‘Arcilek' Becomes Europe's Third Largest
Household Appliance Company 76
Consolidation Among European Manufacturers 76
Market Analytics 77
Table 8: European Household Appliances Market by Category
(2010) - Percentage Share Breakdown of Unit Sales for Major
Household Appliances and Small Household Appliances 77

3a. GERMANY 78
Under Expansion and Restructuring Mode 78
Imports Affect Local Market 78
High Degree of Saturation Subdues Sales 78
Major Players 78
Market Conditions 78
Buying Decisions 79
Small Appliances Market 79
Table 9: German Household Appliances Market by Category
(2010) - Percentage Share Breakdown of Unit Sales for Major
Household Appliances and Small Household Appliances 80

3b. ITALY 81
Overview 81
Competitive Scenario 81
Table 10: Italian Household Appliances Market by Category
(2010) - Percentage Share Breakdown of Unit Sales for
Major Household Appliances and Small Household Appliances 82

3c. THE UNITED KINGDOM 83
Overview 83
Small Household Appliances Market 83
Market Moves Towards Consolidation 83
Table 11: The UK Household Appliances Market by Category
(2010) - Percentage Share Breakdown of Unit Sales for Major
Household Appliances and Small Household Appliances 84

3d. REST OF EUROPE 85
Czech Republic 85
Denmark 85
Poland 85
Sweden 86
The Netherlands 86
Growth Factors 86
Consumer's Preferences 86
Dynamics of Distribution 86

4. ASIA-PACIFIC 87
Asian Appliance Market - Dominated by a Few Large Players 87
Economic Trends and the Impact 87
Foreign Firms Make a Beeline for the Asian Market 87
Asian Appliance Industry - An Emerging Industry 87
Appliances Industry in Major Regions of Asia 87

4a. CHINA 89
The Rising Presence of the Dragon 89
Appliance Industry Evolves into an Independent Industrial System 89
The Global Manufacturing Hub 90
New Directives Fail to Effect Exports 90
China to Witness Shift from Household Appliances Market to
Kitchen Appliances Market 90
Air Conditioner Sales Scale New Heights in China 90
Household Appliances Sales in Rural China Post Healthy Growth 91
Japanese Household Appliances Manufacturers in China Shift to
Upstream Manufacturing 91
Increase in Exports of Cooktops and Ovens 91
Low Profitability Leads to Consolidation 91
Foreign Firms Reduce Prices to Gain Competitive Edge 92
Top Appliance Consumers in the Asian Market 92
Varying Preferences 92
Entry of Global Majors 92
Government Policies Pave Way for Foreign Investment 93
Appliance Makers Adopt Restructuring and Diversification 93
Manufacturers Undertake New Ventures 93
Factors Driving Growth in the Appliance Market 93
Increasing Personal Incomes 93
Trendy and Sophisticated Products 93
Improvement in Standard of Living 94
Changing Attitudes of Customers 94
Replacement Demand 94
Energy Efficient Appliances 94
Market Trends 94
Distribution Structure 95
Chain Stores 95
International Presence 95
Outlook 95
Table 12: Chinese Household Appliances Market by Category
(2010) - Percentage Share Breakdown of Unit Sales for Major
Household Appliances and Small Household Appliances 96

4b. INDIA 97
Overview 97
South India Represents a Significant Market 97
Small Appliances - A Competitive Market 97
A Promising Ground for Leading Multinationals 98
Domestic Companies Strive to Keep Pace with Multinationals 98
Domestic Products - Designed to Meet Local Requirements 98
Urban Areas Reflect Huge Market with Potential Demand 98
Table 13: Indian Household Appliances Market by Category
(2010) - Percentage Share Breakdown of Unit Sales for Major
Household Appliances and Small Household Appliances 99

Table 14: Indian Semi-Automatic Washing Machines Market by
Leading Players (2010): Percentage Market Share Breakdown
for LG, Videocon, Samsung, Whirlpool, Godrej, Onida, and
others 100

Table 15: Indian Fully-Automatic Washing Machines Market by
Leading Players (2010): Percentage Market Share Breakdown for
LG, Samsung, Whirlpool, IFB, Videocon, Godrej, Onida and
others 100

4c. IVAUSTRALIA. 101

4d. INDONESIA 101
Increasing Imports Pose Threat to Local Producers 101
Imports 101
Distribution 101

4e. PHILIPPINES 102
Demographic Trends 102
Growing Preference for Domestic Products in Small Appliances
Segment 102

4f. SINGAPORE 103
Household Appliances Market 103
Kitchen Appliances - An Expanding Market 103
Consumer Preferences 103
Competition 103
Distribution Channels 103

4g. SOUTH KOREA 104
Domestic Production Substitutes Imports 104
Regulatory Environment 104
An Emerging Exports Market 104
High Market Penetration of Major Electric Household Appliances 104
USA - The New Export Market 104

4h. TAIWAN 105
Consumer Profile 105
Electric Appliances - A Growing Market 105
Imports Grow at a Modest Pace 105
Competition 105
Modes of Marketing 105

4i. THAILAND 106
“Neighboring” Rivalry 106
Energy Conservation Programs Encourage Manufacturers to Boost
Efficiency 106
Kang Yong Electric - A Major Player 106

4j. VIETNAM 107
Market Profile 107
Entry Barriers 107
Prospects 107

5. LATIN AMERICA 108

5a. ARGENTINA 108
Market Overview 108
Household Penetration 108

5b. BRAZIL 109
Household Penetration 109
Table 16: Brazilian Household Appliances Market by Category
(2010) - Percentage Share Breakdown of Unit Sales for Major
Household Appliances and Small Household Appliances 109

5c. CHILE 110
Market Overview 110
Market Penetration 110
Major Players 110

5d. DOMINICAN REPUBLIC 111
Consumer Profile 111
Imports 111

5e. VENEZUELA 111

5f. REST OF LATIN AMERICA 112
Market Overview 112


GLOBAL DIRECTORY

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