Many NZ Homes Have Domestic Appliances – Just How Many?
There are numerous types of home appliance ranging from traditional whiteware like washing machines, through smaller units like food processors to entertainment devices like TVs. How many are sold in New Zealand each year, and what is the overall population of domestic appliances?
The following information comes from a mfe.govt.nz website report about the overall stewardship of home appliances. This includes the raw materials used in the manufacture through to handling and disposing of waste at eh end of the life of the machines.
This report is restricted to the following home appliances:-
- refrigerators and freezers;
- clothes dryers;
- washing machines;
- dishwashers;
- ovens, stoves and rangehoods;
- waste disposers;
- air conditioners/heat pumps;
- dehumidifiers;
- microwave ovens.
Scale Of The Domestic Appliance Market
An estimated 600,000 whiteware units are sold in New Zealand every year. [Market research information, provided by Fisher & Paykel Ltd.] Sales of whiteware have grown significantly over the last five years. Total sales have risen from 400,000 units in 2001, representing a 50% growth. This sales growth has been due to population growth, a new housing boom and the strong economic conditions in New Zealand over the period.
It should also be noted that the market is not saturated in some categories eg dehumidifiers, heat pumps, air conditioners and, probably, range hoods. Note that range hoods are made in New Zealand by Robinson Industries (Robinhood) and possibly other manufacturers also.
Approximately eight million items of whiteware are now owned by New Zealand households. [Statistics New Zealand, Household Economic Survey 2003-2004.]
Clearly it is a significant market. There are approximately 1,550,000 households in New Zealand according to stats.govt.nz. That implies that nearly 39% of households buy a new home appliance each year.
Where Are They Made?
Country of Origin of Home Appliances
“More than half of the whiteware sold in New Zealand is imported. In 2005, approximately 330,000 units were imported into New Zealand, representing 55% of the total market.”
The pie-chart below shows the Country of Origin for New Zealand imports of whiteware.
The market-share of Chinese-made home appliances is growing with new brands coming into New Zealand.
Haier was among the first but now there are others like Midea and Vogue.
2.4 Brand Owners – The Competitive Landscape
“The New Zealand whiteware market is characterised by a single, dominant domestic manufacturer and distributor (Fisher & Paykel Appliances Ltd) whose products represent as much as 50% of the total whiteware market. Fisher & Paykel also imports and distributes Whirlpool appliances and some appliances from other manufacturers that are re-branded Fisher & Paykel.”
The other 50% comprises more than 30 overseas brands.
Some overseas manufacturers import and distribute their own products. Companies like Electrolux and Bosch are in this group.
Others are imported by distribution companies who then sell at wholesale to retailers.
A few retailers import directly to sell in their stores including The Warehouse, and Mitre 10.
Market Share By Company
Fisher and Paykel has the biggest market share, their local manufacture and ownership playing a big part in this.
Electrolux NZ (includes Westinghouse, Simpson, and AEG) is second.
Applico Group which has brands like SMEG, Baumatic, and Classique, takes third spot.
Bosch, the high-end German company is fourth.
You might need servicing or repair work on your domestic appliances. If you do you can go to this website, www.nzappliancerepairs.co.nz and search for a company near you like Hamilton appliance repairs.