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Refrigeration Appliances - US

Euromonitor International : Country Sector Briefing February 2010

Refrigeration Appliances

US

List of Contents and Tables


Headlines ................................................................................................................................................................. 1 Trends ...................................................................................................................................................................... 1 Competitive Landscape .......................................................................................................................................... 2 Prospects .................................................................................................................................................................. 3 Category Data ......................................................................................................................................................... 3 Table 1 Sales of Refrigeration Appliances by Subsector: Volume 2004-2009............................... 3 Table 2 Sales of Refrigeration Appliances by Subsector: Value 2004-2009 .................................. 4 Table 3 Sales of Refrigeration Appliances by Subsector: % Volume Growth 20042009................................................................................................................................... 4 Table 4 Sales of Refrigeration Appliances by Subsector: % Value Growth 2004-2009................. 5 Table 5 Sales of Fridge Freezers by Format: % Breakdown 2004-2009 ........................................ 5 Table 6 Sales of Fridges by Format: % Breakdown 2004-2009 ..................................................... 6 Table 7 Sales of Freezers by Format: % Breakdown 2004-2009.................................................... 6 Table 8 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2004-2009 ........................ 6 Table 9 Sales of Fridges by Volume Capacity: % Breakdown 2004-2009 ..................................... 6 Table 10 Sales of Freezers by Volume Capacity: % Breakdown 2004-2009 ................................... 7 Table 11 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2004-2009 ................ 7 Table 12 Company Shares of Refrigeration Appliances 2005-2009................................................. 7 Table 13 Brand Shares of Refrigeration Appliances 2006-2009 ...................................................... 8 Table 14 Company Shares of Built-in Fridge Freezers 2005-2009................................................... 8 Table 15 Company Shares of Freestanding Fridge Freezers 2005-2009 .......................................... 9 Table 16 Company Shares of Built-in Fridges 2005-2009 ............................................................... 9 Table 17 Company Shares of Freestanding Fridges 2005-2009 ....................................................... 9 Table 18 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2009-2014................. 9 Table 19 Forecast Sales of Refrigeration Appliances by Subsector: Value 2009-2014.................. 10 Table 20 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2009-2014........................................................................................................................ 10 Table 21 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2009-2014........................................................................................................................ 11 Table 22 Retail Units by Static/Frost-free: % Split 2004/2009 ...................................................... 11

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Refrigeration Appliances

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REFRIGERATION APPLIANCES IN THE US


HEADLINES
Retail volume sales of refrigeration appliances fall by 10% in 2009 to reach 13 million units, while value sales fall by 10% to just over US$11 billion The US housing market declines further in 2009, and the economy is also hampered by rising unemployment and shrinking household disposable incomes Freezers uniquely experience an increase in volume sales of 1% Unit prices stay flat as price increases in the earlier part of 2009 are offset by discounting in the latter half of the year in an attempt to stimulate demand Sears Holding Corps private label brand Kenmore remains the leader in refrigeration appliances Volume sales are projected to grow by 8% over the forecast period to exceed 14 million units in 2014, while value sales are expected to rise by 21% to reach almost US$14 billion

TRENDS
The continuing collapse of the housing market remains a substantial obstacle to sales of refrigeration appliances. According to the Mortgage Bankers Association, new home sales declined by 18% in 2009 after declines of 26% in 2007 and 38% in 2008. In addition, and despite federal government intervention, the speed of foreclosures continued to hasten, with the third quarter of 2009 experiencing a record high number of foreclosure filings. Further challenges include a high unemployment rate. According to the Bureau of Labor Statistics, the unemployment rate in October 2009 was 10.2%, the highest rate since 1983. Finally, according to the US Census Bureau, median household income dropped 3.6% in 2008 with some economic experts expecting a further drop by as much as 5% in 2009. All of these factors had an adverse impact on refrigeration appliances as retail volume sales fell by 10% in 2009 to reach 13 million units. To help stimulate the electrical appliances industry as well as encourage the use of energy-efficient appliances, the US federal government instituted a US$300 million rebate programme dubbed Cash for Appliances. The Department of Energy was charged with allocating the funds to each of the 50 states, and from there, each state government was able to structure its own programme, but was still ultimately subject to federal approval. For example, California, the largest state in terms of population, received approximately US$35 million in funding, and then designated rebates of US$100, US$75 and US$50 for washing machines, fridge freezers and air conditioners, respectively. The rebates would be available on a first come, first-served basis. As of the writing of this report, the roll out of the Cash for Appliances programme in California, pending federal approval, would be delayed from its initial launch date. It is now set to begin on Earth Day 2010, which is 22 April 2010, through to the end of May, or until its US$35 million is used up. However as long as federal approval is gained by each respective state, appliances that are awarded rebates, rebate amounts, potential recycling requirements and roll out periods may vary. Given the fact that refrigeration appliances consume the most amount of energy among appliances in a typical US home, this is likely to be included in every states programme. Freezers saw a 1% rise in volume sales in 2009 after a gain of 4% in 2008. With Americans exploring ways to save, bulk food sales as well as a greater desire for leftover food storage created a stronger need for additional freezer space. According to Euromonitor Internationals packaged food research, retail volume sales of frozen processed food grew by 2% in 2009, with frozen processed poultry in particular showing strong growth. Unit prices of refrigeration appliances remained static in 2009. In 2008, unit prices increased by 6% despite declines in volume sales as manufacturers contended with higher production costs, including raw materials and fuel. At the start of 2009, prices continued to increase as manufacturers and retailers attempted to justify the increases based on improved energy efficiency and overall technology. However, as the demand for refrigeration appliances continued to fall along with the economy and housing market, unit prices also decreased, and the overall year-on-year change from 2008 to 2009 was flat.

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Freestanding models accounted for 96% of refrigeration appliances in retail volume terms in 2008, a share which has remained similarly high over the review period. Built-in models are typically far more expensive than equivalent freestanding models. While manufacturers have made greater investment in built-in models, due to their higher margins and increased demand during the review period among wealthier consumers trying to achieve a custom appearance in their kitchens, volume sales of built-in refrigeration appliances declined by 11% in 2009 to less than 470,000 units. Double door fridge freezers remain the most prominent format, with 60% of retail volume sales. However, 3-door formats are increasingly popular, particularly the French door format, which has grown from a 3% share in 2004 to a 10% share in 2009. As consumers purchased an increasing number of frozen pizzas and deli platters at grocery stores, the greater width of double door and French door fridge freezers made them more convenient and more popular. All major manufacturers in the US continued to offer such a 3-door French door model. Chest freezers accounted for 48% of freezer volume sales in 2009, while upright formats comprised 33% of volume sales. Table-top freezers experienced a slight increase in volume sales in 2009 as consumers in need of a freezer were best able to afford freestanding table-top freezers. Compact fridges comprised 46% of fridge volume sales in 2009. With even the smallest apartment in the US generally large enough to accommodate a fridge freezer, compact fridges are frequently used as secondary storage for beverages; they are also popular for use in very cramped quarters, such as college dormitories (hence the common term dorm fridge). Single-door formats remain dominant in electric wine coolers/chillers, with 97% of volume sales in 2009, mainly because they are smaller and less expensive than double-door formats. Most consumers in the US only store a few bottles of wine at a time and do not require the size or complexity that allows serious wine collectors to store large quantities of red and white wines at different temperatures.

COMPETITIVE LANDSCAPE
Whirlpool Corp retained its position as the leading company within refrigeration appliances with a volume share of 19% in 2009. It has a diverse portfolio of brands, including its namesake brand along with familiar names such as Maytag and KitchenAid. However, its share has been in decline since 2006, primarily driven by the losing of share to General Electric Co (GE) in fridge freezers. Sears Holdings Corps private label brand Kenmore retained its leading position in terms of brand volume share in 2009. Starting in 2008, Sears began aggressively marketing itself as a leader in appliances through a series of advertisements that highlighted its Blue Appliance Crew in-store personnel. In July 2009, it offered the Sears Buyer Protection Program. This programme allowed for any customer who purchased a major appliance of US$400 or more at one of its stores during the month of July with a Sears credit card to enjoy protection in the event he or she lost his/her job up to a year following the purchase. Also in July 2009, Sears opened its first store-within-a-store concept at a Kmart store, with appliances as one of its featured products. The Blue Appliance Crew is also made available at the store-within-a-store to provide expertise with respect to Sears appliance product offerings. Haier (Haier America Trading LLC) increased its brand share in 2009, and the bulk of its sales is attributable to sales of compact fridges. In April 2009, the company introduced a compact fridge utilising a patented NuCool technology, which cools to 3 Celsius without the use of a compressor and coolant; it is therefore marketed as more environmentally friendly. Given that young consumers, particularly college students, are both more likely to be purchasers of compact fridges while also being apt to choosing green products, Haier has positioned itself well as it continues to build greater brand awareness in the US. In April 2009, Samsung Electronics America Inc, which has been seeking to gain a substantial share in Major Appliances since its entrance in 2003, introduced a 3-door French door format fridge freezer that offers dual icemakers, which is the first-ever fridge freezer with this capability. The first icemaker is in the door of the fridge freezer while the second is within the freezer portion of the unit. The dual icemaker feature is intended for those who entertain guests and host parties as it allows for 1.5 times the production of ice versus a standard fridge freezer icemaker. The insulation inside the unit has also been tweaked so that this new fridge freezer has 3 more cubic feet than other 3-door French door format fridge freezers on the market. This Samsung fridge freezer retailed for around US$2,800 in 2009.

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In November 2008, for the first time since its inception, the Department of Energy (DOE) and LG Electronics USA agreed to suspend five models of LGs fridge freezers from the Energy Star programme. This programme, which was created in 1992 by the US Environmental Protection Agency, is a voluntary effort by manufacturers of consumer electronics, lighting and electrical appliances to identify and promote energy-efficient products. Specifically for fridge freezers, the standard is that an Energy Star fridge freezer must use 20% less electricity than specified by the DOEs maximum allowable standard. However, tests showed that some of LGs 3-door French door format fridge freezers were only able to achieve this when the icemaker was switched off (although this was allowed under the DOEs procedures for testing), which is rarely done by fridge freezer owners in the US. LG agreed to replace a circuit board within those five models of fridge freezers in order to bring the energy consumption to Energy Star levels. It also provided monetary compensation to owners of those models as reimbursements for past energy use. LG has since rectified this situation and impartial testing of LGs products have shown that they are not only compliant, but in some cases, exceed standards.

PROSPECTS
Volume sales of refrigeration appliances are expected to rebound over the forecast period as the economy recovers and new home sales increase once again. Volume sales are projected to grow at a CAGR of 2% from 2009 to 2014. While the Cash for Appliances programme may not have the same level of impact as its sister-programme, Cash for Clunkers (a programme that encouraged the purchase of new, more fuelefficient cars), further discounting and price promotions are expected, at least initially in 2010, as manufacturers and retailers attempt to stimulate demand. Unit price rises are expected to accelerate over the forecast period before slowing in 2014 as energy efficiency and other product enhancements become more standard. The DOE and LG agreement in November 2008 signalled plans for improved scrutiny of the Energy Star programme, particularly considering that refrigeration appliances consume the most energy among appliances in an average home. In October 2008, an internal audit of the Energy Star programme by the DOE had already revealed that the DOE had not been able to track in a proper manner whether Energy Star labelled products had met the required standards. More stringent standards, which may be separated from the voluntary manufacturer use of the Energy Star label, especially for refrigeration appliances, are likely to be implemented over the forecast period. Furthermore, in March 2009, GE announced a pilot programme of a line of smart appliances, which are capable of receiving signals from utility companies during peak periods of energy use, and can adjust accordingly in order to save costs for the smart appliance owner. For example, with refrigerators, a smart refrigerator will make ice or automatically defrost only during low periods of energy use as these two functions consume the greatest amount of energy. In October 2009, Whirlpool received nearly US$20 million in federal stimulus money to be used in part to bring smart appliances to mass market. Whirlpool has stated that all of its appliances will be smart by 2015. Therefore, those manufacturers that are compliant with the new, enforced standards and perhaps offer smart refrigerators could gain a competitive advantage as consumers seek out greener refrigeration appliances that also help with cost savings on their energy bills. Built-in refrigeration appliances are projected to continue to comprise only a small percentage of sales within the refrigeration appliances category although its share will rise slightly over the forecast period. Built-in models continue to carry an image of style and quality that is hard to match. While built-in refrigeration appliances have also declined due to the downturn in the housing market, the higher price points and higher margins will remain attractive for manufacturers. Thus, while high-end domestic electrical appliance manufacturers such as Sub-Zero Freezer Co Inc and Viking Range Corp stand to benefit, companies such as Whirlpool Corp and GE, through their higher price tier brands Jenn-Air and GE Monogram respectively, will also compete for share in this category.

CATEGORY DATA
Table 1 '000 units 2004 2005 2006 2007 2008 2009 Sales of Refrigeration Appliances by Subsector: Volume 2004-2009

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Refrigeration Appliances - Built-In Refrigeration Appliances - Freestanding Refrigeration Appliances - Fridge Freezers -- Built-In Fridge Freezers -- Freestanding Fridge Freezers - Fridges -- Built-In Fridges -- Freestanding Fridges - Freezers -- Built-In Freezers -- Freestanding Freezers - Electric Wine Coolers/ Chillers -- Built-In Electric Wine Coolers/Chillers -- Freestanding Electric Wine Coolers/ Chillers
Source:

17,039.2 487.7 16,551.5 10,895.6 202.3 10,693.3 2,725.0 158.0 2,567.0 3,212.0 53.1 3,158.9 206.6 74.3 132.3

17,144.3 529.3 16,615.0 11,130.2 223.2 10,907.0 2,966.0 166.0 2,800.0 2,804.8 58.0 2,746.8 243.3 82.1 161.2

16,995.6 546.5 16,449.2 11,077.0 222.6 10,854.4 2,888.5 179.5 2,709.0 2,771.8 56.3 2,715.5 258.3 88.0 170.3

15,839.9 550.0 15,289.9 10,402.0 227.8 10,174.2 2,680.0 180.0 2,500.0 2,492.0 52.1 2,439.9 265.9 90.1 175.8

14,620.3 528.0 14,092.2 9,310.0 226.4 9,083.6 2,443.8 163.8 2,280.0 2,598.0 48.8 2,549.2 268.5 89.0 179.4

13,121.4 469.5 12,651.9 7,995.3 204.5 7,790.8 2,273.1 145.5 2,127.6 2,614.7 44.5 2,570.3 238.3 75.0 163.3

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 2 US$ million

Sales of Refrigeration Appliances by Subsector: Value 2004-2009

2004 Refrigeration Appliances - Built-In Refrigeration Appliances - Freestanding Refrigeration Appliances - Fridge Freezers -- Built-In Fridge Freezers -- Freestanding Fridge Freezers - Fridges -- Built-In Fridges -- Freestanding Fridges - Freezers -- Built-In Freezers -- Freestanding Freezers - Electric Wine Coolers/ Chillers -- Built-In Electric Wine Coolers/Chillers -- Freestanding Electric Wine Coolers/ Chillers
Source:

2005 12,753.7 1,014.9 11,738.8 10,646.3 763.7 9,882.5 779.3 155.1 624.2 1,250.9 44.9 1,206.0 77.3 51.2 26.2

2006 13,218.3 1,065.6 12,152.7 11,159.0 793.1 10,365.9 770.3 170.8 599.5 1,201.5 44.9 1,156.6 87.5 56.8 30.7

2007 12,995.5 1,124.4 11,871.1 11,052.2 843.1 10,209.1 749.9 179.2 570.7 1,099.2 42.7 1,056.5 94.1 59.3 34.8

2008 12,777.7 1,151.7 11,626.0 10,488.5 878.8 9,609.7 710.4 171.0 539.4 1,480.9 41.2 1,439.7 97.9 60.6 37.3

2009 11,467.5 1,066.7 10,400.8 9,176.6 818.4 8,358.2 671.5 157.5 514.0 1,532.5 38.5 1,494.0 86.9 52.3 34.6

11,878.4 881.0 10,997.4 9,700.9 654.3 9,046.6 710.6 143.1 567.5 1,405.6 39.4 1,366.1 61.4 44.3 17.2

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 3 % volume growth

Sales of Refrigeration Appliances by Subsector: % Volume Growth 2004-2009

2008/09

2004-09 CAGR

2004/09 TOTAL

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Refrigeration Appliances - Built-In Refrigeration Appliances - Freestanding Refrigeration Appliances - Fridge Freezers -- Built-In Fridge Freezers -- Freestanding Fridge Freezers - Fridges -- Built-In Fridges -- Freestanding Fridges - Freezers -- Built-In Freezers -- Freestanding Freezers - Electric Wine Coolers/Chillers -- Built-In Electric Wine Coolers/ Chillers -- Freestanding Electric Wine Coolers/ Chillers
Source:

-10.3 -11.1 -10.2 -14.1 -9.7 -14.2 -7.0 -11.2 -6.7 0.6 -8.9 0.8 -11.2 -15.7 -9.0

-5.1 -0.8 -5.2 -6.0 0.2 -6.1 -3.6 -1.6 -3.7 -4.0 -3.5 -4.0 2.9 0.2 4.3

-23.0 -3.7 -23.6 -26.6 1.1 -27.1 -16.6 -7.9 -17.1 -18.6 -16.3 -18.6 15.3 1.0 23.4

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 4

Sales of Refrigeration Appliances by Subsector: % Value Growth 2004-2009

% current value growth 2008/09 Refrigeration Appliances - Built-In Refrigeration Appliances - Freestanding Refrigeration Appliances - Fridge Freezers -- Built-In Fridge Freezers -- Freestanding Fridge Freezers - Fridges -- Built-In Fridges -- Freestanding Fridges - Freezers -- Built-In Freezers -- Freestanding Freezers - Electric Wine Coolers/Chillers -- Built-In Electric Wine Coolers/ Chillers -- Freestanding Electric Wine Coolers/ Chillers
Source:

2004-09 CAGR -0.7 3.9 -1.1 -1.1 4.6 -1.6 -1.1 1.9 -2.0 1.7 -0.4 1.8 7.2 3.4 15.1

2004/09 TOTAL -3.5 21.1 -5.4 -5.4 25.1 -7.6 -5.5 10.1 -9.4 9.0 -2.2 9.4 41.5 18.1 101.9

-10.3 -7.4 -10.5 -12.5 -6.9 -13.0 -5.5 -7.9 -4.7 3.5 -6.5 3.8 -11.2 -13.8 -7.1

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 5 % retail volume

Sales of Fridge Freezers by Format: % Breakdown 2004-2009

2004 Single Door Double Door (Bottom Freezer) Double Door (Top Freezer) Side-by-Side Side-by-Side w/ Dispenser Side-by-Side w/out Dispenser 3-Door 3-Door w/ Dispenser 3-Door French Door w/ 7.0 56.3 33.4 30.1 3.3 3.3 0.1 0.1

2005 0.1 9.5 52.9 31.3 28.0 3.2 6.2 0.3 0.3

2006 0.2 11.1 50.1 29.9 26.9 3.0 8.7 0.5 0.5

2007 0.2 12.9 47.5 30.1 27.0 3.0 9.3 0.9 0.9

2008 0.2 10.9 50.6 29.4 26.5 2.9 9.0 1.3 1.3

2009 0.2 10.8 49.1 30.3 27.6 2.7 9.6 1.5 1.5

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Dispenser 3-Door Vertical Door w/ Dispenser 3-Door w/out Dispenser 3-Door French Door w/ out Dispenser 3-Door Vertical Door w/ out Dispenser Total
Source:

3.3 3.3 100.0

5.9 5.8 0.1 100.0

8.2 8.1 0.1 100.0

8.4 8.3 0.1 100.0

7.6 7.6 100.0

8.1 8.1 100.0

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 6 % retail volume

Sales of Fridges by Format: % Breakdown 2004-2009

2004 Compact Drawer Fridge Table-Top Upright Total


Source:

2005 47.2 0.0 19.1 33.7 100.0

2006 47.4 0.0 19.4 33.2 100.0

2007 47.4 0.0 19.8 32.7 100.0

2008 46.1 0.0 20.4 33.4 100.0

2009 45.7 0.0 20.3 33.9 100.0

46.8 0.0 19.3 33.9 100.0

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 7 % retail volume

Sales of Freezers by Format: % Breakdown 2004-2009

2004 Chest Drawer Freezer Table-Top Upright Total


Source:

2005 47.1 1.5 19.6 31.8 100.0

2006 46.0 1.5 17.4 35.1 100.0

2007 47.7 1.5 18.5 32.2 100.0

2008 47.8 1.4 17.8 33.0 100.0

2009 47.9 1.4 18.0 32.6 100.0

47.6 1.4 20.3 30.7 100.0

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 8 % retail volume

Sales of Fridge Freezers by Volume Capacity: % Breakdown 2004-2009

2004 <142 litre (<5 cu ft) 142-340 litre (5-12 cu ft) 341-510 litre (12.1-18 cu ft) 511-595 litre (18.1-21 cu ft) >595 litre (>21 cu ft) Total
Source:

2005 3.7 9.5 25.4 61.4 100.0

2006 3.7 9.6 24.2 62.5 100.0

2007 3.7 9.6 23.1 63.6 100.0

2008 4.0 9.7 22.6 63.7 100.0

2009 3.3 9.6 23.1 64.0 100.0

3.8 9.4 27.0 59.8 100.0

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 9 % retail volume

Sales of Fridges by Volume Capacity: % Breakdown 2004-2009

2004

2005

2006

2007

2008

2009

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<142 litre (<5 cu ft) 142-340 litre (5-12 cu ft) 341-510 litre (12.1-18 cu ft) 511-595 litre (18.1-21 cu ft) >595 litre (>21 cu ft) Total
Source:

46.8 26.1 20.4 5.9 0.9 100.0

47.3 25.8 20.2 5.9 0.8 100.0

47.4 26.0 19.9 5.8 0.8 100.0

47.5 26.3 19.6 5.7 0.8 100.0

46.2 27.1 20.0 5.8 0.8 100.0

45.7 27.2 20.3 5.9 0.9 100.0

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 10 % retail volume

Sales of Freezers by Volume Capacity: % Breakdown 2004-2009

2004 <142 litre (<5 cu ft) 142-340 litre (5-12 cu ft) 341-510 litre (12.1-18 cu ft) 511-595 litre (18.1-21 cu ft) >595 litre (>21 cu ft) Total
Source:

2005 1.2 24.1 53.0 7.2 14.5 100.0

2006 1.1 24.1 53.1 7.2 14.5 100.0

2007 1.1 24.1 53.1 7.2 14.5 100.0

2008 1.1 25.7 50.5 8.2 14.5 100.0

2009 1.2 27.6 48.4 8.3 14.6 100.0

1.2 24.1 53.0 7.2 14.5 100.0

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 11 % retail volume

Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2004-2009

2004 Single Door Double Door Total


Source:

2005 96.9 3.1 100.0

2006 96.6 3.4 100.0

2007 96.4 3.6 100.0

2008 96.5 3.5 100.0

2009 96.6 3.4 100.0

97.1 2.9 100.0

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 12 % retail volume Company

Company Shares of Refrigeration Appliances 2005-2009

2005 12.8 18.3 20.2 11.7 4.7 2.2 1.0 1.1 1.0 0.8 0.6 0.5 0.6

2006 22.2 18.0 19.4 11.4 5.4 3.3 1.0 1.0 1.0 0.9 0.6 0.6 0.5

2007 22.3 18.4 18.1 11.3 5.9 3.9 1.1 1.0 1.0 1.1 0.6 0.6 0.6

2008 18.8 18.3 17.9 11.5 6.0 3.7 1.1 1.1 1.0 1.0 0.7 0.6 0.6

2009 18.5 18.2 17.8 11.8 6.4 3.5 1.1 1.1 1.0 1.0 0.7 0.6 0.6

Whirlpool Corp General Electric Co (GE) Sears Holdings Corp Electrolux Home Products North America Haier America Trading LLC LG Electronics USA U-Line Corp Sub-Zero Freezer Co Inc Sanyo North America Corp Samsung Electronics America Inc WC Wood Co Marvel Industries Ltd Danby Products Inc

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Avanti Products Inc Maytag Corp Sears, Roebuck & Co Private Label Others Total
Source:

0.4 10.1 0.1 13.8 100.0

0.4 0.1 14.0 100.0

0.4 0.1 13.7 100.0

0.4 0.1 17.2 100.0

0.5 0.1 17.2 100.0

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 13 % retail volume Brand Kenmore GE Frigidaire Whirlpool Haier LG Maytag KitchenAid Amana Hotpoint U-Line Sub-Zero Sanyo Samsung Wood's Marvel Danby Roper Avanti Magic Chef Amana Kenmore Magic Chef Maytag Private label Others Total
Source:

Brand Shares of Refrigeration Appliances 2006-2009

Company Sears Holdings Corp General Electric Co (GE) Electrolux Home Products North America Whirlpool Corp Haier America Trading LLC LG Electronics USA Whirlpool Corp Whirlpool Corp Whirlpool Corp General Electric Co (GE) U-Line Corp Sub-Zero Freezer Co Inc Sanyo North America Corp Samsung Electronics America Inc WC Wood Co Marvel Industries Ltd Danby Products Inc Whirlpool Corp Avanti Products Inc Whirlpool Corp Maytag Corp Sears, Roebuck & Co Maytag Corp Maytag Corp Private Label

2006 19.4 16.7 11.4 10.1 5.4 3.3 5.7 2.2 3.0 1.3 1.0 1.0 1.0 0.9 0.6 0.6 0.5 0.9 0.4 0.4 0.1 14.1 100.0

2007 18.1 17.2 11.3 10.6 5.9 3.9 5.9 2.4 2.5 1.2 1.1 1.0 1.0 1.1 0.6 0.6 0.6 0.6 0.4 0.1 0.1 13.8 100.0

2008 17.9 17.1 11.5 10.5 6.0 3.7 2.7 2.5 2.4 1.2 1.1 1.1 1.0 1.0 0.7 0.6 0.6 0.6 0.4 0.1 17.2 100.0

2009 17.8 17.0 11.8 10.4 6.4 3.5 2.7 2.5 2.3 1.2 1.1 1.1 1.0 1.0 0.7 0.6 0.6 0.6 0.5 0.1 17.3 100.0

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 14 % retail volume Company

Company Shares of Built-in Fridge Freezers 2005-2009

2005 41.2 15.3 22.4 6.1 1.9 0.8 5.8 6.5 100.0

2006 29.8 19.7 19.0 5.8 1.6 0.9 23.1 100.0

2007 24.9 18.9 17.5 5.5 1.3 0.8 31.1 100.0

2008 24.8 18.8 17.5 5.4 1.3 0.8 31.4 100.0

2009 24.7 18.8 17.4 5.3 1.2 0.8 31.8 100.0

Sub-Zero Freezer Co Inc Whirlpool Corp General Electric Co (GE) Viking Range Corp Dacor Inc Sears Holdings Corp Maytag Corp Others Total
Source:

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

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Table 15 % retail volume Company

Company Shares of Freestanding Fridge Freezers 2005-2009

2005 18.3 26.2 21.1 11.9 3.4 1.2 15.2 0.1 2.6 100.0

2006 32.4 25.2 20.7 11.5 5.2 1.5 0.1 3.4 100.0

2007 32.2 23.5 21.0 11.4 6.0 1.7 0.1 4.0 100.0

2008 27.4 23.3 21.2 11.4 6.0 1.7 0.1 9.0 100.0

2009 27.9 23.4 21.4 11.3 5.9 1.6 0.1 8.4 100.0

Whirlpool Corp Sears Holdings Corp General Electric Co (GE) Electrolux Home Products North America LG Electronics USA Samsung Electronics America Inc Maytag Corp Sears, Roebuck & Co Private Label Others Total
Source:

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 16 % retail volume Company

Company Shares of Built-in Fridges 2005-2009

2005 65.5 21.9 8.8 3.8 100.0

2006 62.7 20.9 8.5 7.9 100.0

2007 63.1 21.0 8.8 7.0 100.0

2008 63.0 21.1 8.9 7.1 100.0

2009 62.9 21.1 8.9 7.1 100.0

U-Line Corp Marvel Industries Ltd Sub-Zero Freezer Co Inc Others Total
Source:

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 17 % retail volume Company

Company Shares of Freestanding Fridges 2005-2009

2005 22.1 16.6 6.1 3.4 2.7 2.0 0.1 47.0 100.0

2006 25.4 16.8 6.0 3.4 2.7 2.0 0.1 43.5 100.0

2007 27.8 18.3 6.1 3.5 2.8 2.4 0.1 39.0 100.0

2008 28.0 18.3 6.2 3.6 2.8 2.4 0.1 38.7 100.0

2009 28.1 18.4 6.2 3.6 2.8 2.4 0.2 38.5 100.0

Haier America Trading LLC General Electric Co (GE) Sanyo North America Corp Danby Products Inc Avanti Products Inc Whirlpool Corp Private Label Others Total
Source:

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 18 '000 units

Forecast Sales of Refrigeration Appliances by Subsector: Volume 2009-2014

2009 Refrigeration Appliances - Built-In Refrigeration Appliances - Freestanding Refrigeration Appliances - Fridge Freezers 13,121.4 469.5 12,651.9 7,995.3

2010 12,870.0 464.6 12,405.4 7,756.4

2011 12,929.9 471.8 12,458.1 7,678.2

2012 13,339.5 486.0 12,853.5 7,897.4

2013 13,785.3 500.4 13,284.9 8,145.9

2014 14,146.0 510.9 13,635.0 8,349.4

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Refrigeration Appliances

US

-- Built-In Fridge Freezers -- Freestanding Fridge Freezers - Fridges -- Built-In Fridges -- Freestanding Fridges - Freezers -- Built-In Freezers -- Freestanding Freezers - Electric Wine Coolers/ Chillers -- Built-In Electric Wine Coolers/Chillers -- Freestanding Electric Wine Coolers/ Chillers
Source:

204.5 7,790.8 2,273.1 145.5 2,127.6 2,614.7 44.5 2,570.3 238.3 75.0 163.3

196.8 7,559.5 2,186.4 148.1 2,038.3 2,690.2 44.9 2,645.2 237.1 74.7 162.3

195.8 7,482.4 2,169.4 149.5 2,020.0 2,831.3 47.6 2,783.7 251.0 79.0 172.0

199.5 7,698.0 2,230.8 153.5 2,077.4 2,945.1 49.5 2,895.6 266.2 83.6 182.6

203.7 7,942.2 2,303.8 157.0 2,146.9 3,055.0 51.7 3,003.3 280.6 88.0 192.6

206.4 8,143.0 2,344.0 160.0 2,184.0 3,161.2 53.2 3,107.9 291.4 91.4 200.1

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 19 US$ million

Forecast Sales of Refrigeration Appliances by Subsector: Value 2009-2014

2009 Refrigeration Appliances - Built-In Refrigeration Appliances - Freestanding Refrigeration Appliances - Fridge Freezers -- Built-In Fridge Freezers -- Freestanding Fridge Freezers - Fridges -- Built-In Fridges -- Freestanding Fridges - Freezers -- Built-In Freezers -- Freestanding Freezers - Electric Wine Coolers/ Chillers -- Built-In Electric Wine Coolers/Chillers -- Freestanding Electric Wine Coolers/ Chillers
Source:

2010 11,485.9 1,075.9 10,410.1 9,110.1 817.6 8,292.5 669.1 165.3 503.8 1,618.0 39.7 1,578.3 88.7 53.2 35.5

2011 11,859.3 1,127.0 10,732.2 9,345.0 853.7 8,491.4 687.1 172.6 514.5 1,730.7 43.0 1,687.6 96.5 57.8 38.7

2012 12,624.6 1,217.0 11,407.5 9,951.6 925.5 9,026.1 730.7 183.2 547.4 1,837.1 45.7 1,791.4 105.2 62.6 42.6

2013 13,467.0 1,304.4 12,162.6 10,631.6 994.4 9,637.2 781.4 194.2 587.2 1,940.5 48.8 1,891.6 113.5 67.0 46.5

2014 13,922.4 1,384.2 12,538.2 10,952.4 1,058.2 9,894.3 825.4 204.6 620.9 2,023.6 50.7 1,972.9 121.0 70.8 50.2

11,467.5 1,066.7 10,400.8 9,176.6 818.4 8,358.2 671.5 157.5 514.0 1,532.5 38.5 1,494.0 86.9 52.3 34.6

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 20 % volume growth

Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2009-2014

2013/14 Refrigeration Appliances - Built-In Refrigeration Appliances - Freestanding Refrigeration Appliances - Fridge Freezers -- Built-In Fridge Freezers -- Freestanding Fridge Freezers 2.6 2.1 2.6 2.5 1.3 2.5

2009-14 CAGR 1.5 1.7 1.5 0.9 0.2 0.9

2009/14 TOTAL 7.8 8.8 7.8 4.4 0.9 4.5

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Refrigeration Appliances

US

- Fridges -- Built-In Fridges -- Freestanding Fridges - Freezers -- Built-In Freezers -- Freestanding Freezers - Electric Wine Coolers/Chillers -- Built-In Electric Wine Coolers/ Chillers -- Freestanding Electric Wine Coolers/ Chillers
Source:

1.7 1.9 1.7 3.5 3.0 3.5 3.9 3.8 3.9

0.6 1.9 0.5 3.9 3.7 3.9 4.1 4.0 4.2

3.1 10.0 2.7 20.9 19.8 20.9 22.3 21.8 22.6

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 21

Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2009-2014

% constant value growth 2009-14 CAGR Refrigeration Appliances - Built-In Refrigeration Appliances - Freestanding Refrigeration Appliances - Fridge Freezers -- Built-In Fridge Freezers -- Freestanding Fridge Freezers - Fridges -- Built-In Fridges -- Freestanding Fridges - Freezers -- Built-In Freezers -- Freestanding Freezers - Electric Wine Coolers/Chillers -- Built-In Electric Wine Coolers/Chillers -- Freestanding Electric Wine Coolers/Chillers
Source:

2009/14 TOTAL 21.4 29.8 20.6 19.4 29.3 18.4 22.9 29.8 20.8 32.0 31.6 32.1 39.1 35.3 44.9

4.0 5.3 3.8 3.6 5.3 3.4 4.2 5.4 3.9 5.7 5.6 5.7 6.8 6.2 7.7

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 22 % units Fridge freezers - static - frost-free Fridges - static - frost-free


Source:

Retail Units by Static/Frost-free: % Split 2004/2009 2004 0.2 99.8 40 60 2009 0.03 99.97 14.3 85.7

Official Statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

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