All Powered Up

All Powered Up

A thriving remodeling market, heightened consumer awareness and a host of technological advancements have created dramatic changes in today's kitchen appliance market.

By Kevin Winkler

Merrell Grant, monogram product manager for General Electric, in Louisville, KY, says, "The growth in the high end is a result of economic prosperity. Additionally, consumers now see appliances as a way to make a design statement. They replace the appliances before failure, for styling and performance improvements. 

"Consumers are looking at appliances in a new way," Grant adds. "More and more, appliances are seen as the best way to add character or value to a home." Grant notes that GE is answering this new market trend with a wide array of customized options within its appliance lines, including purified water in many of its refrigeration products, and an oven with speed technology that delivers food in "an average of one-fourth the time."

Going high end
"In the appliance market today, we are seeing more emphasis in the high-end market," notes Richard Uihlein, v.p./advertising for U-Line Corp., in Milwaukee, WI. "Customers are seeking highly featured, higher quality, higher value products. Price is becoming less of a driving factor. If the economy continues to be strong and unemployment remains low, the trend toward high-end appliances will continue to strengthen." 

One sure sign that indicates a trend toward the high end is an increase in multiple product placement within the home, according to Uihlein. "Several under-counter units in one home is quite common [these days]. We are seeing placements in the kitchen, bedroom, bathroom, workout room, outdoors, etc." 

Grant agrees. "With the increased economic prosperity, consumers are finding creative ways to use our wine coolers and beverage centers. Beverage centers in the bathroom for chilling beverages and cosmetics, beverage centers in the guest bedroom for the late night snack, the convenience and social statement of having wine coolers in the dining room, and even paneled trash compactors for the home office."

But, as important as convenience is, consumers' design needs also weigh heavily in today's appliance trends, manufacturers note. "In the high-end sector, kitchen design appeal is important," states Dale Persons, v.p./public affairs for the Greenwood, MS-based Viking Range Corp. "The kitchen is the center of the home, so it must be beautiful and functional. It must incorporate all family members and their activities. That is why we are seeing more high-end and ultra-high-end business. We are also seeing more full-line kitchens by the same manufacturer, and more outdoor kitchens." 

Persons has also seen an increased interest in wine storage units in the high-end sector. "More and more wine storage units are being sold, and the future looks even better. People are more educated and interested in purchasing wines. They have more disposable income and are collecting more wine as opposed to keeping only a few bottles on hand."

Matthew Kueny, product manager, Built-in Appliances, at the Somerset, NJ-based Miele, Inc. agrees. "Miele sees a huge potential with high-end customers in this market. We are currently developing units for North America. Again, these items are 'showcase' pieces no one would want to conceal their 1966 Vintage Dom Perignon so UV-protected glass fronts are a must."

"There's a definite trend toward higher-end products," concurs Bryce Wells, marketing manager for the Irvine, CA-based Fisher & Paykel. "[Consumers want] not just expensive appliances, but products that are diverse and tailor-made to meet a variety of consumer needs. Also, we are starting to see more multiple products fitted throughout the house. These products can be placed in more convenient locations, rather than having to have one central area for appliances."