The latest from GfK

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GfK have announced their research update in the areas of washing machines and small kitchen appliances. Both of these areas have seen sales increases and the details are as follows.

Washing machines have seen value sales increase by 4% for the twelve months to June 2013. This equates to an uplift of £27 million with the market now worth over £934 million.

Fully automatic machines remain the dominant type accounting for 86% of value sales, but washer dryers have enjoyed the greater greatest growth with a 7% rise in value compared to last year. Sales for these appliances now amount to over £135 million. Despite average prices standing at over £130 more than a fully automatic machine they are a popular choice for consumers with limited space in their homes as they eliminate the need for a tumble dryer.

The big capacity segment (7kg and above) continues to be the most significant driver of growth, now accounting for 70% of the washing machine market value. This trend has been fuelled by manufacturers flooding the market with big capacity models and last year 7kg appliances replaced 6kg as the standard drum size. So consistent is the development of the big capacity sector, that it is now the even larger 8kg+ products that have seen the greatest uplift with growth of 46% over the year. This represents a rise in sales of over £115 million with the category worth nearly £365 million.

The Small Kitchen Appliances market has enjoyed positive growth for the first half of 2013, with volume and value sales rising by 6% and 10% respectively. Whilst this growth is still driven by popular high ticket items such as espresso machines, kitchen machines and food processors, smaller categories such as liquidisers and juicers have also performed well. These two markets have reported double digit volume and value growth compared to the first half of last year, both combined generating an additional £4.7 million.

Internet sales were a significant factor behind the success of the liquidiser and juices makers market as well as most other kitchen appliances categories. Value sales increased by nearly 60% online compared to year to date (YTD) January 2012 – June 2012. Internet purchases now account for over a fifth of the liquidisers and juicers combined sales.

Aside from online sales, the recent spell of good weather has been another key contributor to the increased demand. An increase of over 45% seen for liquidiser and juicer products in June 2013, as juices and smoothies are the perfect healthy & refreshing treat to beat the heat! With the heatwave set to continue in the UK, the demand for these types of products is likely to continue.

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