The UK Small Domestic Appliances Market to 2016

Product Synopsis
This report provides an in-depth examination of the UK retail market for small domestic appliances covering market data, key retail players and consumer behavior.

Introduction and Landscape
Part of Conlumino's home retail research programme, this report provides detailed and comprehensive insight into what consumers are buying across the small domestic appliances category, what they're spending, where they're shopping and why. The report also reviews leading players in the market and assesses their future prospects. Strategic analysis helps you to understand what actions your business needs to take in the market to win over the next five years.

Key Features and Benefits
The report covers:

Market values:
We provide overall, sector, category and product market values to give you a detailed overview of market potential; current and historic values are included

Future forecasts:
On a sector and category level we provide future forecasts over a five year timeframe; at product level we provide a directional forecast over a two year time window

Market shares:
Market shares for the leading retailers are included at category level. A future outlook is also provided for the main players to help you understand the future direction of market share.

Retailer profiles:
The leading retailers are profiled: critical metrics like store numbers, financials and, shares are provided along with an analysis of current strategy and future outlook.

Consumer profiles:
Statistics on who's shopping for what are provided; these give a clear view on the most important consumer segments and groups.

Strategic dynamics:
The overall dynamics of the small domestic appliances category are provided; this gives an understanding of the drivers of demand both currently and over the next five years.

Ideation and innovation:
Using all data and analysis, we provide broad suggestions for winning strategies that successful businesses will need to employ in the small domestic appliances market.



Key Market Issues
1. Understand how the market's performing
This report forecasts what the size of the small domestic appliances market will be over the next few years and give an indication of the sources of growth. In today's turbulent market knowing where things are likely to go is essential for planning.

2. Explore the trends in the market
The report is written and complied by experts in the retail market. Rather than just presenting a mass of raw data, this expertise ensures the report explains why certain trends and patterns exist. In turn this allows you to understand the context of the market which aids your own decision making.

3. See what actual consumers think about your brand
The report contains analysis direct from the very people that shape demand: consumers. A whole range of consumer dynamics are included, explaining purchase triggers, brand and retailer preferences and conversions, and purchase considerations. In short they allow you to understand what people think about your brand or store.

4. Use the reports to shape strategy
The reports just leave you hanging. They contain practical tips and advice on how to succeed in the market and are a source of ideas. The analysis and insight help you with planning, strategy and exercises such as repositioning or brand development.


Key Highlights
THE MARKET
The more austere environment has benefitted some small domestic appliance sub-categories. With consumers spending a greater amount of time both dining and socializing at home, the look and feel of the home environment has become more important. Entertaining guests has created a 'house proud' attitude among consumers which has been a boon to sales of cleaning appliances. The austere consumer has also cut back on using laundry services in a bid to tighten household costs. In turn consumers are seeking good quality irons as they do more laundry at home.

THE CONSUMER
As intensively used items, there is a strong replacement cycle in small domestic appliances with, for example, 12% of households buying irons each year. This has been further stimulated by an injection of fashionability into the design of products along with innovative new functions and features aimed at making household chores easier. Both of these things have helped prevent purchasing motivative from being too focused on price during a time of economic gloom.

THE RETAILERS
While Argos and Curries account for a just under a third of the small domestic appliances market, the sector is highly competitive, particularly around entry and mid-market level. There is a strong brand affinity in some categories such as vacuum cleaners with consumers replacing broken and outdated models with quality brands such as Dyson. Such brands are given prominent positioning in retailers' stores and on their websites in order to appeal to the growing demand for durable and quality appliances.

1. The market,
1.1 Headline summary,
1.2 Issues in the market,
1.3 Size and growth of the market,
1.4 Distribution channels,
2. Retailers,
2.1 Headline summary,
2.2 Shares for key retailers,
2.3 Position of retailers now and forecast,
2.4 Comparisons of key retail metrics,
2.5 Profiles of key retailers (Amazon, Argos, Comet, Dixons, John Lewis, Tesco),
3. The consumer,
3.1 Headline summary,
3.2 Who is shopping and what they're buying,
3.3 Why they're buying,
3.4 Where they're buying from,
3.5 What brands they're buying