Vacuums to kettles, ovens to washing machines: the market for large and small home appliances has evolved dramatically over the past 12 months.

Aiding brands as they pivot their marketing plans to reflect and capitalise on changes, we have compiled this overview of the insights and trends currently influencing the home appliance category. 

Executive Summary 

• 55% of homeowners are planning home improvement projects in light of the lockdown restrictions this year. 
• 51% of people are cooking more as a result of staying at home.
• Monthly sales volume of electrical household appliances has increased by 49% in the last 6 months. 
• Women aged 30-44 are the target audience.
• Average conversion rate for this category is 2.89%  

Industry Overview 

Our audience insight tells us that 55% of homeowners are planning home improvement projects in light of the lockdown restrictions we have experienced this year. This is important because home renovations, especially kitchen improvements, often also result in a home appliance purchase. More than ever, people are discovering, or rather, focusing more on the importance of creating an equally comfortable and functional home as time at home has increased. Not only are home renovations taking place but 51% of people are cooking more as a result of staying at home this year, which means the desire to purchase new appliances has increased. These stats and others prove that home appliance brands have a big opportunity in front of them; to increase their customer base through targeted digital strategies that are proven to improve their reach and get results.

55% of homeowners are planning home improvement projects in light of the lockdown restrictions we have experienced this year

Category Statistics 

Specifically looking at home appliances, the sales of electronic household appliances has increased by 49%, just in the last 6 months. To add, consumer expenditure on major home appliances has also risen by 10% this year with a lot of these sales coming from online purchases. In fact, according to Statista within the household appliance segment, ‘41% of total market revenue will be generated through online sales by 2023.’ (Statista, 2020) 

Audience Insights 

A closer look at the audience behind these sales, home appliance purchases are driven by women between the ages of 30-44. This group is 37% more likely to use their mobile devices to research a new washing machine or dishwasher prior to making such a purchase (usually spending a minimum of £500 or more on a new appliance). 

Search Landscape 

The most popular brands like LG, Bosch, Hotpoint and Whirlpool account for most of the traffic (78%) going to home appliance related searches. For example, terms like ‘washing machine’, sees an average of 268k searches per month. Other related terms like, ‘dishwasher’ and ‘fridge’ have also seen a massive increase in search volume within the last couple of months. Competition for these terms and others is quite high, which explains why most emerging brands within this category are relying on paid search for most of their traffic. For a long-term strategy, investing in organic search will provide the best results for such brands, especially for emerging brands with smaller reach and domain authority.

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