Refrigeration Appliances in Canada: New research report available at Fast Market Research

The broad market for refrigeration appliances in Canada continues to be driven in large part by promotions and discounts, whilst retailers are forced to amplify promotions during seasonal sales cycles. The market is highly mature, with a household penetration rate of 96% for fridge freezers, which makes replacements and upgrades the core growth drivers. This was softened somewhat in 2015 by a low interest rate on the cost of borrowing for appliance purchase, which is typically financed through consumer credit. However, in the constellation of factors that impact major appliance sales, whilst the cost of borrowing is low, Canadian consumers are becoming more reticent to take on household and consumer debt than in the past as the economy is sluggish and unemployment remains high, hovering in the 7% range.

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Competitive Landscape

Whirlpool led the market with 29% volume share in 2015, posting a solid standing through the strength of its leading brand portfolio. Whilst the flagship Whirlpool brand is well established and firmly entrenched in the Canadian market, the company focuses on leveraging its brands across price platforms and categories. The Inglis brand exited the refrigeration market, as the company focused on higher-end segments, whilst Maytag expanded its presence across a wider price band, from mass to mass premium. The Whirlpool brand is at a higher tier, with the premium segment shifting to an expanded role for KitchenAid in the home. There was a strong emphasis placed on merchandising and marketing KitchenAid in Canada in 2015 as a premium line of refrigerators and wine coolers, including a banner launch at Hudson’s Bay department stores and feature placement in Home Depot and Leon’s/Brock showrooms.

Industry Prospects

Construction in terms of housing completions and permits issued showed positive trends in 2015, with interest rates remaining low and housing inventory on the rise. This indicates a low cost of borrowing with high-side supply for housing, thereby supporting growth in refrigeration appliances over the forecast period, particularly with builder sales which are typically two to three years past the issuing of permits. However, it is expected that favourable conditions in housing and building could be mitigated by stagnant economic conditions, including flat GDP, sustained unemployment and rising levels of consumer and household debt. For these reasons, refrigeration is anticipated to post modest gains at a CAGR of 1% in volume over the five years to 2020.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Refrigeration Appliances industry in Canada with research from Euromonitor's team of in-country analysts.

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