发布日期：2007年11月
摘要
Executive summary
Middle Australia becoming more affluent
Economic growth has allowed middle Australia to pull itself out of its working class origins and into the middle classes, with a corresponding change in taste for domestic appliances. The children of consumers, who had previously sought out the cheapest and most economical brands, are now prepared to pay a little more for higher quality items. This trend has been demonstrated very clearly in domestic electrical appliances where premium products have performed well in almost every type of appliance. The trend is so strong that mainstream brands that have previously promoted themselves on price, are now repositioning themselves on a style and quality platform.
Kitchen becomes the centre of the home
Whereas previously the kitchen was regulated to a room at the back of the Australian home, the trend towards open -plan living, where walls, particularly between the kitchen and the living room are removed, has turned the kitchen into the centrepiece of the home. Now as an integral part of the living space, the appearance as well as the function of kitchen appliances has become of primary importance. This has resulted in strong growth of the premium segment, as the kitchen has become a new battleground where consumers are feeling the pressure to ‘keep up with the Joneses.’
Rising pride in the Australian home
Australian consumers, seemingly increasingly afraid of the outside world outside their own country, are spending more time at home, a trend commonly termed in the media as cocooning. This is largely a hang over from 9-11 and the Bali Bombings. Since they are spending more time at home, Australians have become more interested in improving their surroundings and the appliances around them. This interest has been further fuelled by the growing dominance of lifestyle programs on Australian television.
Energy and water efficiency become prime issues
Australian consumers are becoming increasingly concerned about climate change, largely due to water shortages that are becoming more commonplace across the country. Some states in Australia are already suffering from the worst drought the nation has seen in years. State and federal governments have encouraged both appliance manufacturers to produce and consumers to purchase more efficient appliances through a mixture of regulations and rebates; measures which are rapidly altering the make-up of a number of domestic appliance categories.
Large appliances becoming larger
Although the highly urbanised Australian population is living on increasingly smaller blocks of land, houses are becoming larger. The trend towards open-plan living that is now an almost obligatory part of new Australian housing, also frees up more space, as well as putting the kitchen on display. The combination of these trends has resulted in a steady shift towards ever larger appliances, characterised by double ovens and side-by-side fridges.
目录及图表
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN AUSTRALIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Middle Australia becoming more affluent
Kitchen becomes the centre of the home
Rising pride in the Australian home
Energy and water efficiency become prime issues
Large appliances becoming larger
KEY TRENDS AND DEVELOPMENTS
Strong economy, weak housing
Open-plan living crowns the kitchen king
Mainstream brands go premium
China breaks down the wall
White goods becoming green
Built-in boxed-in
Everyone is a professional chef
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2001-2006
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2006
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2001-2006
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2001-2006
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2001-2006
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2001-2006
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2001-2006
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2001-2006
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2001-2006
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2001-2006
Table 11 Company Shares of Large Kitchen Appliances 2002-2006
Table 12 Brand Shares of Large Kitchen Appliances 2003-2006
Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2001-2006
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2006-2011
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2006-2011
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2006-2011
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2006-2011
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2006-2011
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2006-2011
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2006-2011
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2006-2011
DEFINITIONS
Sector and subsector definitions
Distribution definitions
Units of measurement
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRALIA
GAF CONTROL (SALES) PTY LTD - DOMESTIC ELECTRICAL APPLIANCES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 GAF Control (Sales) Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 GAF Control (Sales) Pty Ltd: Competitive Position 2006
GERARD CORP - DOMESTIC ELECTRICAL APPLIANCES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Gerard Corporation: Key Facts
Summary 5 Gerard Corporation: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Mistral International Pty Ltd: Competitive Position 2006
GUD HOLDINGS LTD - DOMESTIC ELECTRICAL APPLIANCES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 GUD Holdings Limited: Key Facts
Summary 8 GUD Holdings Limited: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 GUD Holdings Limited: Competitive Position 2006
HOUSEWARES INTERNATIONAL LTD - DOMESTIC ELECTRICAL APPLIANCES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Housewares International Ltd: Key Facts
Summary 11 Housewares International Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Housewares International Ltd: Competitive Position 2006
KLEENMAID PTY LTD - DOMESTIC ELECTRICAL APPLIANCES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Kleenmaid Pty Ltd: Key Facts
Summary 14 Kleenmaid Pty Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Kleenmaid Pty Ltd: Competitive Position 2006
REFRIGERATION APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2001-2006
Table 25 Sales of Refrigeration Appliances by Subsector: Value 2001-2006
Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2001-2006
Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2001-2006
Table 28 Sales of Fridge Freezers by Format: % Breakdown 2003-2006
Table 29 Sales of Fridges by Format: % Breakdown 2003-2006
Table 30 Sales of Freezers by Format: % Breakdown 2003-2006
Table 31 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2006
Table 32 Company Shares of Refrigeration Appliances 2002-2006
Table 33 Brand Shares of Refrigeration Appliances 2003-2006
Table 34 Company Shares of Built-in Fridge Freezers 2002-2006
Table 35 Company Shares of Freestanding Fridge Freezers 2002-2006
Table 36 Company Shares of Built-in Fridges 2002-2006
Table 37 Company Shares of Freestanding Fridges 2002-2006
Table 38 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2006-2011
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Value 2006-2011
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2006-2011
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2006-2011
HOME LAUNDRY APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Home Laundry Appliances by Subsector: Volume 2001-2006
Table 43 Sales of Home Laundry Appliances by Subsector: Value 2001-2006
Table 44 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2001-2006
Table 45 Sales of Home Laundry Appliances by Subsector: % Value Growth 2001-2006
Table 46 Sales of Automatic Washing Machines by Format: % Breakdown 2001-2006
Table 47 Company Shares of Home Laundry Appliances 2002-2006
Table 48 Brand Shares of Home Laundry Appliances 2003-2006
Table 49 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2006-2011
Table 50 Forecast Sales of Home Laundry Appliances by Subsector: Value 2006-2011
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2006-2011
Table 52 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2006-2011
DISHWASHERS IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Dishwashers by Subsector: Volume 2001-2006
Table 54 Sales of Dishwashers by Subsector: Value 2001-2006
Table 55 Sales of Dishwashers by Subsector: % Volume Growth 2001-2006
Table 56 Sales of Dishwashers by Subsector: % Value Growth 2001-2006
Table 57 Company Shares of Dishwashers 2002-2006
Table 58 Brand Shares of Dishwashers 2003-2006
Table 59 Forecast Sales of Dishwashers by Subsector: Volume 2006-2011
Table 60 Forecast Sales of Dishwashers by Subsector: Value 2006-2011
Table 61 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2006-2011
Table 62 Forecast Sales of Dishwashers by Subsector: % Value Growth 2006-2011
LARGE COOKING APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Large Cooking Appliances by Subsector: Volume 2001-2006
Table 64 Sales of Large Cooking Appliances by Subsector: Value 2001-2006
Table 65 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 66 Sales of Large Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 67 Sales of Cookers by Gas/Electric: % Breakdown 2001-2006
Table 68 Sales of Range Cookers by Format: % Breakdown 2001-2006
Table 69 Sales of Ovens by Standard/Multifunctional: % Breakdown 2001-2006
Table 70 Sales of Built-in Hobs by Format: % Breakdown 2001-2006
Table 71 Sales of Freestanding Hobs by Format: % Breakdown 2001-2006
Table 72 Company Shares of Large Cooking Appliances 2002-2006
Table 73 Brand Shares of Large Cooking Appliances 2003-2006
Table 74 Company Shares of Cookers 2002-2006
Table 75 Company Shares of Range Cookers 2002-2006
Table 76 Company Shares of Ovens 2002-2006
Table 77 Company Shares of Hobs 2002-2006
Table 78 Company Shares of Built-in Hobs 2002-2006
Table 79 Company Shares of Freestanding Hobs 2002-2006
Table 80 Company Shares of Cooker Hoods 2002-2006
Table 81 Company Shares of Built-in Cooker Hoods 2002-2006
Table 82 Company Shares of Freestanding Cooker Hoods 2002-2006
Table 83 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2006-2011
Table 84 Forecast Sales of Large Cooking Appliances by Subsector: Value 2006-2011
Table 85 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 86 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2006-2011
MICROWAVES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 87 Sales of Microwaves by Subsector: Volume 2001-2006
Table 88 Sales of Microwaves by Subsector: Value 2001-2006
Table 89 Sales of Microwaves by Subsector: % Volume Growth 2001-2006
Table 90 Sales of Microwaves by Subsector: % Value Growth 2001-2006
Table 91 Company Shares of Microwaves 2002-2006
Table 92 Brand Shares of Microwaves 2003-2006
Table 93 Microwaves by Distribution Format: % Analysis 2001-2006
Table 94 Forecast Sales of Microwaves by Subsector: Volume 2006-2011
Table 95 Forecast Sales of Microwaves by Subsector: Value 2006-2011
Table 96 Forecast Sales of Microwaves by Subsector: % Volume Growth 2006-2011
Table 97 Forecast Sales of Microwaves by Subsector: % Value Growth 2006-2011
FOOD PREPARATION APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 Sales of Food Preparation Appliances by Subsector: Volume 2001-2006
Table 99 Sales of Food Preparation Appliances by Subsector: Value 2001-2006
Table 100 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2001-2006
Table 101 Sales of Food Preparation Appliances by Subsector: % Value Growth 2001-2006
Table 102 Company Shares of Food Preparation Appliances 2002-2006
Table 103 Brand Shares of Food Preparation Appliances 2003-2006
Table 104 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2006-2011
Table 105 Forecast Sales of Food Preparation Appliances by Subsector: Value 2006-2011
Table 106 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2006-2011
Table 107 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2006-2011
SMALL COOKING APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 108 Sales of Small Cooking Appliances by Subsector: Volume 2001-2006
Table 109 Sales of Small Cooking Appliances by Subsector: Value 2001-2006
Table 110 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 111 Sales of Small Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 112 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2006
Table 113 Company Shares of Small Cooking Appliances 2002-2006
Table 114 Brand Shares of Small Cooking Appliances 2003-2006
Table 115 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2006-2011
Table 116 Forecast Sales of Small Cooking Appliances by Subsector: Value 2006-2011
Table 117 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 118 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2006-2011
SMALL KITCHEN APPLIANCES (NON-COOKING) IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 119 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2001-2006
Table 120 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2001-2006
Table 121 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2001-2006
Table 122 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2001-2006
Table 123 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 124 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 125 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2006-2011
Table 126 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2006-2011
Table 127 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2006-2011
Table 128 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2006-2011
VACUUM CLEANERS IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 129 Sales of Vacuum Cleaners by Subsector: Volume 2001-2006
Table 130 Sales of Vacuum Cleaners by Subsector: Value 2001-2006
Table 131 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2001-2006
Table 132 Sales of Vacuum Cleaners by Subsector: % Value Growth 2001-2006
Table 133 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2006
Table 134 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2006
Table 135 Company Shares of Vacuum Cleaners 2002-2006
Table 136 Brand Shares of Vacuum Cleaners 2003-2006
Table 137 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2006-2011
Table 138 Forecast Sales of Vacuum Cleaners by Subsector: Value 2006-2011
Table 139 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2006-2011
Table 140 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2006-2011
IRONS IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 141 Sales of Irons: 2001-2006
Table 142 Sales of Irons: % Growth 2001-2006
Table 143 Company Shares of Irons 2002-2006
Table 144 Brand Shares of Irons 2003-2006
Table 145 Forecast Sales of Irons: 2006-2011
Table 146 Forecast Sales of Irons: % Growth 2006-2011
PERSONAL CARE APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 147 Sales of Personal Care Appliances: 2001-2006
Table 148 Sales of Personal Care Appliances: % Growth 2001-2006
Table 149 Sales of Hair Care Appliances by Format: % Breakdown 2001-2006
Table 150 Sales of Body Shavers by Type: % Breakdown 2001-2006
Table 151 Company Shares of Personal Care Appliances 2002-2006
Table 152 Brand Shares of Personal Care Appliances 2003-2006
Table 153 Forecast Sales of Personal Care Appliances: 2006-2011
Table 154 Forecast Sales of Personal Care Appliances: % Growth 2006-2011
AIR TREATMENT PRODUCTS IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 155 Sales of Air Treatment Products: 2001-2006
Table 156 Sales of Air Treatment Products: % Growth 2001-2006
Table 157 Company Shares of Air Treatment Products 2002-2006
Table 158 Brand Shares of Air Treatment Products 2003-2006
Table 159 Forecast Sales of Air Treatment Products: 2006-2011
Table 160 Forecast Sales of Air Treatment Products: % Growth 2006-2011
HEATING APPLIANCES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 161 Retail Sales of Heating Appliances: 2001-2006
Table 162 Retail Sales of Heating Appliances: % Growth 2001-2006
Table 163 Company Shares of Heating Appliances 2002-2006
Table 164 Brand Shares of Heating Appliances 2003-2006
Table 165 Forecast Sales of Heating Appliances: 2006-2011
Table 166 Forecast Sales of Heating Appliances: % Growth 2006-2011