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HomeMajor Appliances
Energy-efficiency wins out over bells and whistles
NPD data shows that home laundry, dishwashers, and ranges showed the most dollar growth in the major appliance sector in 2007. New technology, energy-efficiency, and style are driving factors behind this shift.
Dollar sales for the home laundry category grew more than five percent in 2007 versus one year prior. Front-loading washing machines, a more energy-efficient option, continue to fuel growth. They now represent 40 percent of the washing machine market, with 20 percent growth in 2007.
Dishwasher sales were most impressive, growing nearly 10 percent in dollar sales and over six percent in unit sales. Energy Star-rated dishwasher sales continue to grow, with the average selling price increasing, as well.
Not all major appliances saw growth in 2007. Total refrigerator sales were among those that fared poorly in 2007, with the exception of the French door/bottom freezer refrigerator, which saw significant growth in 2007.
“I believe the consumer sentiment at present will drive a more cautious approach as consumers are still looking for quality, but focusing more on price and energy savings, and less on upgrading to get the extra bells and whistles. Manufacturers and retailers may need to re-examine their assortment over the next year or so, to better align with what the consumer is willing to spend,” said Mark Delaney, director of NPD’s Home division.
To learn more about how NPD can help you uncover and leverage opportunities, even in a slackening economy, contact Charlie Camaroto at 866-444-1411 (contactnpd@npd.com).