Kitchen Appliances

Electric Cookers

Electric cookers still account for the bulk of all cooker sales, although gas-fuelled products
are increasing their market share. Since 1995 there has been growth in the market for dual-
fuel cookers, helped by the retailing of gas and electric appliances in the same outlets.
In the electric cooking appliances sector there is fierce competition between electric cookers
and microwave ovens.
Growth in the housing market has stimulated the purchase of new kitchens and this has
been mainly to the benefit of the built-in sector. Despite this trend, the bulk of cooker sales
are still in the free-standing category, with slot-in models growing in popularity as they are
more compatible with kitchen units.
In the built-in sector, the most popular combination is a gas hob and an electric oven and
again, the opening up of the retail market has helped increase consumer choice.
Another growth sector is range-style cookers, with many consumers being more heavily
influenced by styling and fashion in the late 1990 s.
On the less positive side, the replacement cycle for cookers is much longer than for most
other domestic appliances, and purchases are easily deferred in times of recession or when
the housing market is slack.
At present the leading brands in the electric sector include Creda,Tricity Bendix, Belling,
Whirlpool and Zanussi. Creda is considered the market leader in volume terms, with
products ranging from budget-priced entry-level models to more sophisticated models.
Creda also has a presence in the built-in sector, although it does not dominate this sector,
with companies such as Whirlpool and Zanussi taking the largest shares of this premium-
priced sector. Tricity Bendix is the next largest brand in volume terms, followed by Belling.
Hotpoint has increased its market share of both the free-standing and built-in electric
cooker sectors, helped by a high profile advertising campaign and the introduction of new
products.
The Belling brand, owned by the Glen Dimplex Group, is better known in the electric cookers
sector, but entered the gas market in 1995 and successfully exploited the merits of its well-
known brand name.
Stoves is one of the fastest growing brands in the cookers sector, specialising in gas
cookers with its Stoves Newhome products but having also extended into the electric
cookers sector, in the last few years.
There are a larger number of small, niche brands in the built-in sector specialising mainly in
premium ovens and hobs with brands such as Baumatic, Smeg, Blomberg and Scholtes
active in this sector.