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Major Appliances - Canada - February 2017

Published By :

Mintel

Published Date : Mar 2017

Category :

Consumer Electronics

No. of Pages : N/A

Major appliance brands operating in Canada are facing a changing environment of evolving preferences and consumer demand. Manufacturers will need to address cost-sensitivities as the majority of consumers are influenced by price. This may translate to more entry-level devices with less features or more compact design.

Table of Content

Overview

What you need to know
Definitions

Executive Summary
The issues
Low prices are a major factor
Figure 1: Influencing factors when choosing a retailer, November 2016
Younger consumers are influenced by recommendations from family/friends
Figure 2: Shopping behaviours (select) for major appliances, 18-44s vs over-45s, November 2016
Shipping costs may influence choice of retailer
The opportunities
Consumers of different ages are influenced differently
Figure 3: Influencing factors when choosing a retailer, 18-44s vs over-45s, November 2016
Women’s preferences revolve around practicality
Figure 4: Attitudes towards major appliances (any agree), men vs women, November 2016
Over-45s are more likely to do their homework prior to purchase
Figure 5: Shopping behaviours for major appliances, 18-44s vs over-45s, November 2016
What it means

The Market – What You Need to Know
Slow growth forecast for dishwashers and home laundry appliances
Millennials and Baby Boomers will help generate sales
New housing and home ownership rates
Economic factors and increasing living costs will affect discretionary spending

Market Size and Forecast
Slow growth forecast for dishwashers and home laundry appliances
Figure 6: Retail market volume of dishwashers, Canada, 2011-21
Figure 7: Retail market volume of dishwashers, Canada, 2011-21
Figure 8: Retail market volume of home laundry appliances, Canada, 2011-21
Figure 9: Retail market volume of home laundry appliances, Canada, 2011-21
Figure 10: Retail market volume of large cooking appliances, Canada, 2011-21
Figure 11: Retail market volume of large cooking appliances, Canada, 2011-21
Figure 12: Retail market volume of refrigeration appliances, Canada, 2011-21
Figure 13: Retail market volume of refrigeration appliances, Canada, 2011-21
Forecast methodology

Market Factors
Millennials and Baby Boomers will help stimulate sales
Figure 14: Projected trends in the age structure of the Canada population, 2014-19
Figure 15: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
Major appliance brands will benefit from a growing population
New housing and home ownership rates
Economic factors and increasing living costs will affect discretionary spending

Key Players – What You Need to Know
Boxing Week is a key opportunity for retailers
Sears Days and weekend sales
Contests and taking on the big guys
New features are modernizing major appliances
Smart appliances may need some more time
Compact appliances for the urban dweller

Marketing and Advertising
Boxing Week deals are abundant
Figure 16: Sears, Boxing Week sale, acquisition e-mail, December 2016
Figure 17: Sears, Boxing Week sale, acquisition e-mail, January 2017
Figure 18: Costco, Boxing Week event, acquisition e-mail, December 2016
Sears Days and weekend sales
Figure 19: Sears, Sears Days, acquisition e-mail, November 2016
Figure 20: Sears, weekend sales, acquisition e-mail, January 2017
Contest offers and competing with the big players
Figure 21: Trail Appliances, contest, February 2016

What’s Working?
New features are modernizing major appliances
Figure 22: Samsung home appliances, the all new Samsung FlexWash + FlexDry system, January 2017

What’s Struggling?
Smart appliances may need some more time
Macro and micro conditions may dampen spending

What’s Next?
Smaller appliances for the urban dweller

The Consumer – What You Need to Know
Major appliance purchase incidence reflects generational needs
Most made their most recent purchase to replace a broken appliance
Low prices are most critical when choosing a retailer
Online research and price-comparison drives shopping behaviours
Sales are number one for consumers and most still prefer to buy in-store

Major Appliance Purchase Incidence
Major appliance purchase incidence reflects generational needs
Figure 23: Major appliance purchase incidence and future purchase plans, November 2016
Younger consumers are more intent on purchasing appliances
Broken or malfunctioning appliance main reasons for past purchase
Figure 24: Main reasons for most recent appliance purchase, November 2016

Influencing Factors when Choosing a Retailer
Low prices are most critical when choosing a retailer
Figure 25: Influencing factors when choosing a retailer, November 2016
Consumers of different ages are influenced differently
Figure 26: Influencing factors when choosing a retailer, 18-44s vs over-45s, November 2016
Shipping costs are of concern

Shopping Behaviours
Online research and price-comparison drives shopping behaviours
Figure 27: Shopping behaviours (select) for major appliances, November 2016
Over-45s are more likely to do their homework prior to purchase
Figure 28: Shopping behaviours (select) for major appliances, 18-44s vs over-45s, November 2016
Younger cohorts influenced by recommendations from family/friends
Figure 29: Shopping behaviours (select) for major appliances, 18-44s vs over-45s, November 2016

Attitudes towards Major Appliances
Sales, sales, sales
Figure 30: Attitudes towards major appliances (any agree), November 2016
Performing research prior to purchase is critical for consumers
Figure 31: Attitudes towards major appliances (any agree), November 2016
Women display a pragmatic attitude towards major appliances
Figure 32: Attitudes towards major appliances (any agree), men vs women, November 2016

Appendix – Data Sources and Abbreviations
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

List of Table

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