In 2015, for the first time since the GfK consumer confidence began, an entire calendar year was spent in positive numbers. This has translated into a strong year for major domestic appliance sales, with total MDA 8* sales up 5.8% year-on-year (YOY) in value terms despite a 2.5% drop in average selling price. Tumble dryers and dishwashers were the top appliances, with +12% and +10% YOY value growth respectively.
This increase in average selling price can be attributed in part to the 149% YOY growth of smart connected appliances. These devices, which are able to be controlled by a mobile device or external control panel, have an average selling price 69% higher than non-smart-connected models. Across MDA 8 the most smart-connected appliance by value share was washing machines, with a peak of 3.2% in Q4.
Consumers were more likely to purchase appliances online in 2015 than the year before with 36.7% value of the MDA8 market online, up 2 percentage points YOY. The most significant difference between online and instore pricing was in the hoods category, with an online average selling price 6% lower than the total market. Of the MDA8 appliances fridges were the most likely to be purchased online with 41% of market value online.
Author: Sam Wilkinson, Account Manager, Retail
Source: GfK Point of Sales Tracking, UK market. *MDA8 refers to cooking, cooling, dishwashers, freezers, hoods, built in hobs, tumble dryers and washing machines. Q4 2015 refers to calendar year (October 2015 – December 15). Year-on-Year (YOY) comparisons are on 2014 52 week vs. 2015 53 week reporting years.
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