Canadian Major Home Appliances

Part
01
of five
Part
01

Canadian Major Appliances Trends

Three key trends in the Canadian major appliances industry are replacing traditional stainless steel with black stainless steel, smart appliances, and the elimination of stoves. Additional details on these trends are below.

Black Stainless Steel

  • Over the past year, black stainless steel appliances have become popular, replacing traditional stainless steel that Canadian consumers believe looks out-dated.
  • According to BrandSource, "the warm, bold look of black stainless is all the rage." This is confirmed by Canadian Living, which stated "Kitchen trends have seen black slate and matte finishes rising to popularity over recent years and taking center stage for many homeowners."
  • The main driver of this trend is that Canadian consumers are looking to make their kitchen seem warm and inviting, whereas traditional stainless steel feels cold and futuristic.
  • Another driver is that black stainless steel is easier to clean than other finishes as they are "made of a special material that resists scratches and fingerprint marks."
  • Moreover, black stainless steel matches all cabinetry and paint colors and it makes kitchen decor stand out.
  • Black stainless steel is a key trend because it has been mentioned by numerous industry publications in relation to Canadian major appliances and the popularity of this finish does not appear to be slowing down any time soon.

Smart Appliances

  • Almost every major appliance brand has at least one smart appliance available, which shows that this trend is becoming more prevalent in the Canadian market.
  • Smart refrigerators are already a mainstay, but other major appliances such as smart ovens and cook tops with voice assistance, smartphone-controlled washers and dryers, and barcode-scanning microwaves are all gaining popularity with Canadian consumers.
  • The main driver of this trend is the consumer desire to simplify household chores such as cooking and cleaning. As Appliance Canada stated, "While regular appliances get the job done, smart appliances are step up in terms of increasing convenience and efficiency."
  • Entire routines can be established using smart appliances so that consumers can start their meals or laundry at the touch of a button, while continuing to perform other tasks.
  • Smart appliances represent a key trend in Canada because it is mentioned in numerous industry publications and it is a trend that is expected to continue through 2020 and beyond.

Disappearing Stoves

  • Canadian kitchens are getting smaller and as a result, many consumers are getting rid of stoves.
  • Rather than cook entire meals, Sylvain Charlebois, a food distribution professor and scientific director of the Agri-Food Analytics Lab at Dalhousie University stated that "kitchens have become places where people simply heat up what they want to eat."
  • Essentially, as the Globe and Mail put it, "for a growing number of households, the kitchen is more of a quasi-closet where food is stored, instead of a gathering place for family and friends."
  • Some experts believe that stoves will "become the next sewing machine," meaning that at one time, "most homes had a sewing machine, but clothing is cheaper today than it was 20 years ago, in constant dollars... the same trend seems to be happening with food."
  • The driver behind the trend of getting rid of stoves in kitchens is that rental spaces are getting smaller and kitchens are where they are taking space from, meaning there is less room for a stove.
  • Additionally, "cooking is being outsourced by a growing number of households. Kitchens have evolved from a location in a home where you cook, to a place where people just tweak and heat up whatever they want to eat" and stoves are not necessary for reheating food.
  • This could impact the major appliance industry by reducing demand for what used to be a standard kitchen appliance.
  • Disappearing stoves represent a key trend in Canada because it is mentioned in numerous industry publications and it will continue to be a trend as long as living spaces are getting smaller.
Part
02
of five
Part
02

Canadian Refrigerators

The top refrigerator brands in Canada include LG, Samsung, GE Appliances, Whirlpool, Maytag, KitchenAid, Frigidaire, and Bosch.

THE MOST POPULAR REFRIGERATOR BRANDS AND SUB-CATEGORIES

  • The most popular refrigerator brands in Canada include LG, Samsung, GE Appliances, Whirlpool, Maytag, KitchenAid, Frigidaire, and Bosch.
  • The main sub-categories of refrigerators in Canada include the top-freezer, bottom-mount, side-by-side, and French door refrigerators. However, French door refrigerators are the most commonly purchased in the market.

REFRIGERATOR SUB-CATEGORIES AND PRICE RANGE

TOP FREEZER REFRIGERATORS
  • As of 2018, top freezer refrigerators were the most popular refrigerator style used in the US and Canada.
  • This category of refrigerators features a freezer and refrigerator in one unit.
  • The freezer is located at the top portion, and occupies one-third of the unit, while the remaining part contains the fridge space for fresh food.
  • They are popular in Canada because they combine a freezer and fridge into a singular unit.
  • Top freezer refrigerators are the least expensive of all refrigerator types and are typically sized between 15-21 cubic feet.
  • The average price range for this sub-category is between $475 and $2,200.
BOTTOM-MOUNTED REFRIGERATORS
  • The popularity of bottom-mount refrigerators in Canada has increased within the past decade.
  • They are not very different from top-freezer refrigerators, as the significant difference between them is that the freezer is located below the fridge of the refrigeration unit.
  • The fresh food compartment of this refrigerator category is typically at eye-level and offers a better view of the foods stored in that portion.
  • Modern households tend to favor the use of bottom-mounted refrigerators.
  • However, since they are not available in a broad variety range, these refrigerators are usually sold between $1,000 and $2,000.
SIDE-BY-SIDE REFRIGERATORS
  • Side-by-side refrigerators are popular among large families and provide easy access to the freezer and fridge compartments.
  • They tend to have more width compared to the traditional top and bottom-mount refrigerator categories. The right side of these refrigerators features the fresh food compartment, while the left side is for frozen foods.
  • Side-by-side refrigerators also ushered the trend of water and ice dispensers within the door, which attracted many consumers.
  • Some models feature equal compartments for the fridge and freezer compartments, and others might feature a slightly larger fridge compartment.
  • The typical price range for this refrigerator category is from $1,100 to $3,000.
FRENCH DOOR REFRIGERATORS
  • French door refrigerators are the consumer favorite for refrigerators and are the most frequently purchased as well.
  • It owes its popularity most of all to its fresh food compartment design.
  • French door refrigerators combine the advantages of the bottom-mount and side-by-side refrigerators, making it very efficient, sleek, and modern.
  • Initially, this refrigerator category came with three doors. However, manufacturers have started introducing four and five-door models.
  • The typical price range for French door refrigerators is from $1,600 to $8,000. However, built-in counter-depth French door refrigerator models usually have a starting price of $4,500.

RESEARCH STRATEGY

We provided the most popular refrigerator brands in Canada by leveraging the list of top brands provided by The Home Depot Canada. We also found two sources that mentioned the main refrigerator categories in use in Canada. One of the consulted articles was published at a date that is beyond Wonder's standard two-year timeline for sources. However, we included it because it provided useful insights that were backed by a more recent article.
Part
03
of five
Part
03

Canadian Dishwashers

The built-in dishwasher is the most used dishwasher sub-category in Canada, while the Whirlpool brand is the most popular dishwasher brand in Canada. The price range of a dishwasher is $400 to $5,500.

Sub-categories of Dishwashers

Most Popular Brands

  • The three best dishwasher brands in Canada are Whirlpool, Samsung, and Danby. The Whirlpool brands have the best product rating of 4.7 from possible 5.0 and a customer rating of 4.5 out of 5.0.
  • Samsung has an average customer rating of 4.5 out of 5.0 and a product rating of 4.7 from possible 5.0, while Danby's dishwasher has a product and customer ratings of 4.5 out of 5.0.
  • The remaining brands on the list with their customer and product ratings include;
    • Solorock; Product Rating: 3.5 out of 5.0 and customer rating: 4.0 out of 5.0.
    • Miele; Product Rating: 4.5 out of 5.0 and customer rating: 4.0 out of 5.0.
    • Frigidaire; Product Rating: 4.0 out of 5.0 and customer rating: 4.0 out of 5.0.
    • Westland; Product Rating: 3.0 out of 5.0 and customer rating: 3.0 out of 5.0.
    • SunPenTown; Product Rating: 3.5 out of 5.0 and customer rating: 4.0 out of 5.0.
    • Koldfront; Product Rating: 4.0 out of 5.0 and customer rating: 4.0 out of 5.0.
    • Homelabs; Product Rating: 4.0 out of 5.0 and customer rating: 3.5 out of 5.0.

Typical Price Range

The cost of a dishwasher is dependent on its features and application.
The typical price range of dishwashers in Canada is $400 for a household dishwasher to $5,500 for a commercial dishwasher.
An average Whirlpool dishwasher costs $800, while an average Danby dishwasher costs $400.

Part
04
of five
Part
04

Canadian Ranges/Ovens

A key component that combines two of the most vital tools for cooking, the oven and the stove, in a single appliance is the kitchen range. Popular brands such as Bosch, Frigidaire, GE, Samsung, and Maytag have developed some of the best ranges that have modern, handy features and provide great performance. Ranges are commonly classified in terms of fuel and design. Fuel type ranges include gas range and electric range while design type ranges include freestanding range, slide-in range, built-in range, and wall oven. The typical price range for ranges/ovens in Canada is $700 to $2,000.

Sub-categories of Ranges/Ovens

  • Ranges are mainly categorized in terms of the type of fuel used and the type fit needed for the kitchen. Fuel type ranges have three options — gas range and electric range. In terms of design, ranges are sub-categorized into freestanding range, slide-in range, built-in range, and wall oven.

Fuel Type Ranges

  • Gas Range: Gas ranges are quite popular among households and chefs as they provide a higher level of precision and better rates for energy use. Gas range stovetops have sealed or open burners which makes gauging the heat level easy. The benefits of using a gas range include cooking at precise heats, ease in changing the heating levels, reliable performance, and less energy use.
  • Electric Range: Electric ranges are also a popular choice among consumers primarily due to their smooth-top stoves. While smooth-top stoves are more popular in this category, it is found that coil stovetops are cheaper compared to the smooth-top range. Some benefits of electric ranges are superior baking, consistent heat quality, fast heating, affordable models, and easy to clean features.
  • Research indicates that consumers prefer to use gas ranges for accuracy and versatility of the flame heating while households with young children prefer to use electric ranges that are easy to clean, more efficient, and safer to use. Although electric ranges are more expensive than gas ranges, the operating costs of electric ranges are found to be cheaper than their gas counterparts.
  • Pro-style ranges, which are also known as dual fuel ranges, combine the benefits of an electric oven with gas burners. These ranges have a modern and attractive design that showcases “well-insulated ovens and cast-iron continuous cooking grates”.

Design Type Ranges

  • Freestanding Range: According to Consumer Reports, the freestanding range is the most widely used, most convenient, lowest in cost, and the easiest to install in any kitchen. Such ranges have the oven control panel above the cooktop surface located at the back panel and come in both gas and electric options. The most basic types of freestanding models provide straightforward heating features while the more advanced units offer simmer and high-heat burners.
  • Slide-In Range: This type of range/oven has the benefit of making the unit look like its custom-made and can be easily installed between surrounding cabinets. The slide-in range has the controls located on the front panel and does not have a backguard. The slide-in range is popular for its modern design but is limited in terms of its placement in the kitchen.
  • Built-In Range: According to Best Buy, built-in ranges are currently the most unobtrusive and most attractive units available in the market. The built-in range is designed specifically to fit in an enclosed area and, thus, does not take up a lot of floor space. Most commonly with the built-in oven, a separate cooktop is custom-built onto the kitchen counter.
  • Wall Oven: Wall ovens are a great choice to save space. Wall ovens are designed to provide a stylish, modern, and elegant look to any kitchen. Consumer who prefer flexibility in the kitchen design can go in for a wall oven along with a stovetop.

Popular Brands and Price Range

  • GE: GE is a popular and widely known appliance brand that sells electric and gas ranges that are commonly priced between $700 and $1,500. The brand’s dual fuel ranges are sold in the $1,000 to $2,000 price range while GE’s high-end gas, electric, and dual fuel ranges are typically priced between $5,000 to $7,000.
  • Samsung: This is another familiar and popular appliance brand that develops a wide variety of ranges with several high-end features and are generally priced between $1,000 and $2,500.
  • Maytag: A popular brand for appliances, Maytag provides consumers with various range options such as freestanding, electric, gas, single and double oven ranges, and slide-in ranges. This brand provides ranges with specific features such as EvenAir true convection heating and power preheating. Maytag’s ranges are priced between $700 to $2,000.
  • Frigidaire: Frigidaire is a mass-market mid-level brand that manufactures and sells ranges priced between $500 to $1,500. The brand’s product portfolio includes electric and gas ranges that come with an elegant design, time saving options, and high performance features.
  • KitchenAid: This is a high-end brand that sells ranges that are priced between $1,500 to $11,000. KitchenAid offers a wide variety of ranges with gas, electric, induction, and dual fuel options along with built-in, slide-in, wall ovens, and freestanding designs. These ranges come with high-end features that use steam-assist and convection technologies.
Part
05
of five
Part
05

Canadian Laundry Appliances

The overall most popular sub-categories of washers and dryers in Canada appear to be combos, front-loading, steam, high efficiency, and electric. The overall most popular brands of laundry appliances in Canada appear to be Haier, Samsung, Whirlpool, Amana, GE, and Frigidaire. The overall typical price range for laundry appliances in Canada appears to be $600-$1.200 for a single unit, and $1,000-$2,400 for a set. These findings have been determined based on analysis of the top-selling laundry appliances as reported by Best Buy Canada and Home Depot Canada, two of the most popular retailers in Canada that sell this type of product. A deep dive into these findings has been provided below.

Most Popular Sub-Categories (Types) of Laundry Appliances

  • According to Best Buy Canada, their top-selling washers and dryers are in the following sub-categories: washer/dryer combos (2-in-1), front-loading, steam, high efficiency, and electric washer and dryers.
  • According to Home Depot Canada, their top-selling washers and dryers are in the following sub-categories: front load, smart technology Energy Star, high-efficiency, stacked unitized, combo (2-in-1), electric, steam, ventless, and top loading.
  • Based on this analysis, the overall most popular sub-categories appear to be combos, front-loading, steam, high efficiency, and electric.

Most Popular Brands of Laundry Appliances

  • According to Best Buy Canada, their top-selling washer and dryer brands are Haier, LG, Samsung, Whirlpool, Amana, GE, Maytag and Frigidaire.
  • According to Home Depot Canada, their top-selling washer and dryer brands are Samsung, Electrolux, Frigidaire, Amana, Haier, GE, and Whirlpool.
  • Based on this analysis, the overall most popular brands of laundry appliances appear to be Haier, Samsung, Whirlpool, Amana, GE, and Frigidaire.

Typical Price Range for Laundry Appliances in Canada

  • According to Best Buy Canada, the prices of their top-selling washer and dryers range from $999-$2,399 (for a washer/dryer set or combo).
  • According to Home Depot Canada, their top-selling washer and dryer brands are priced between $645-$1,195 for washers; $845-$1,095 (for dryers; and $995-$1,995 for combos.
  • Based on this analysis, the overall typical price rang for laundry appliances in Canada appears to be $600-$1.200 for a single unit, and $1,000-$2,400 for a set.

Research Strategy

This research began by attempting to locate hard data showing the most popular categories and brands of laundry appliances in Canada, as well as the most commonly paid price for such appliances, by analyzing consumer surveys and market reports. However, no such publicly available report was located. Therefore, in order to triangulate, a firsthand analysis was conducted using case studies of popular appliance retailers in Canada and identifying their top-selling products, wherein, 'top-selling' was used as the metric for 'most popular'.

To do so, popular retailers were identifying by examining web traffic data. While a handful of key players in this space were identified, only Best Buy Canada and Home Depot Canada had 'top-selling' product filters on their Canadian websites. Therefore, case studies of these two retailers were focused on for this research. Best Buy is rated as one of the most popular ecommerce sites in Canada, based on web traffic, according to Similar Web. BestBuy ranks 4th under Amazon Canada, Amazon.com, and Walmart Canada. Best Buy Canada receives 31.96 million web visits per month, 93.55% of which come from Canada. Home Depot is ranked as the second most popular home and garden website in Canada, based on web traffic, according to Similar Web. The website for Home Depot Canada receives 11.67 million visits per month, 95.46% of which are from Canada.

Best Buy Canada profiled 15 of their top-selling washers and dryers on their website, therefore, the first 15 top-selling products were also analyzed for the Home Depot portion of this analysis as well. After an analysis of both retailers was conducted, a cross-comparison was carried out to determine any overlap in top selling categories, brands and prices, the results of which have been presented in the executive summary section at the top of this brief.

It should be noted here that this same method of analysis can be conducted across more retailers moving forward, however, the 'most popular' metrics would need to be switched from 'top-selling' to 'highest rated' as the majority of appliance providers only have the highest rated filter on their website as opposed to top-selling.
Sources
Sources