2011 GFK Major Appliances (New Labelling) 2010

GfK Retail and Technology
Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte
2010-09-30
Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte aus der Sicht der Handels und Konsumforschung.
Till Herzog Marketing Manager GfK Retail and Technology GmbH
2010-09-30
Agenda GfK Gruppe Methodischer Hintergrund des Handelspanels Marktdifussion hocheffizienter elektrischer Gerte am Beispiel West Europas fr Haushaltsgrogerte und Fernseher. Die Situation im Handel
1 2 3 4
2010-09-30
GfK Group: key features (I)

Sales Preliminary figures 2009: EUR 1,164 million (prior year 4.6%) Employees 2009: 9.546 full-time staff 82% of which outside Germany Services Comprehensive information services on consumer goods, healthcare, media and services markets Research know-how Marketing consultancy Network More than 100 countries
2010-09-30
GfK Groups worldwide coverage: more than 100 countries
Albania Algeria Argentina Australia Austria Azerbaijan Bahrain Bangladesh Belgium Bolivia Bosnia-Herzegovina Botswana Brazil Bulgaria Cambodia Canada Chile China
Colombia Croatia Cyprus Czech Republic Denmark Ecuador Egypt Estonia Finland France Georgia Germany Greece Guatemala Hong Kong Hungary India Indonesia
Iran Iraq Ireland Israel Italy Ivory Coast Japan Jordan Kazakhstan Kenya Korea Kuwait Kyrgyzstan Latvia Lebanon Libya Lithuania Macedonia
Malaysia Mexico Montenegro Morocco Mozambique Netherlands New Zealand Nigeria Norway Oman Pakistan Panama Paraguay Peru Philippines Poland Portugal Qatar
Romania Russia Saudi-Arabia Senegal Serbia Singapore Slovakia Slovenia South Africa Spain Sudan Sweden Switzerland Syria Tajikistan Taiwan Tanzania Thailand
Tunesia Turkey Turkmenistan Uganda Ukraine United Arab Emirates United Kingdom Uruguay USA Uzbekistan Venezuela Vietnam Yemen
2010-09-30
3 sectors: knowledge from 3 sources

Custom Research Data source Services Specific target groups, e.g. consumers, doctors etc. Tailor-made surveys and continuous data collection in Custom Research Consumer Tracking HealthCare ~43% Retail and Technology Retail Media Media
Retail information through continuous data collection
Tailor-made surveys and continuous data collection regarding media consumption
Share of continuous research Sales1)
100%
~95%
EUR 709 million
EUR 326 million
EUR 126 million
1) Preliminary figures 2009
2010-09-30
Retail and Technology

Markets Consumer electronics, entertainment media, office communications, photographic and optical equipment, domestic appliances, IT and telecommunications, DIY, tourism, sports equipment and entertainment Marketing solutions Product and pricing policies, advertising, distribution, sales and logistics Customer benefit Access to databases and/or transfer of standardized analysis of information about trends, volume, sales, sales channels and segments in our clients markets Presence In more than 80 countries
2010-09-30
Monitoring approaches for Market Research

Market Model Technical Durables MANUFACTURER/ IMPORTER Monitoring approaches Manufacturer Statistic
WHOLESALE TRADE
Consumer Electronic Stores
Internet
Hypermarkets
Departement Stores
Ophthalmologists
GfK Retail
CONSUMER
Consumer Panel ADHOC STUDIES
2010-09-30
Methodology - Panel Research

8
Product Definition
Universe Definition
Sample definintion
GfK/Client will define the Product Category to audit GfK/Client will define the Channels where the product is sold
U
C
GfK will determine the universe, i.e. the number of shops per channel GfK set up the matrix and panel size based on specific criteria/quotas
Client Service
Quality controls and extrapolation
Data gathering
Recruitment of the panel shops, within the matrix, for each shop and channel type Data is collected, coded and quality controls applied before final extrapolation
Now the results can be communicated to the client/retailer
2010-09-30
COOLING
Sales Units % 2000 - Jan-Jun 10
GfK Panelmarket 10 Countries West Europe

Long-Term Success of Energy Efficiency Label
2000
2001
2002
2003
3
2004
2005
2006
2007
2008
2009
Jan-Jun 10
10
5 14 19 25 31
21 31 41 49 A ++ A+ A B C D-G 56 37 38 39 33 24 15
3
36
60 66 67 64 60 36 30 25 9
2
UNKNOWN
54
17 6
12.095,1
4
11
12.437,4
5
Sales Ths. Units
by GfK-RT, www.gfkrt.com
7
12.044,8
* AT,BE,DE,ES,FR,GB,IT,NL,PT,SE
10.827,9
11.118,2
10.964,5
11.721,0
12.107,2
12.751,7
11.702,1
5.372,3
PRJ 44608 - RG 1702516 - RP 7257088 - ID 249478334
2010-09-30
COOLING
Sales Units % Jan-Jun 10 GfK Panelmarket 10 Countries West Europe* FS COOLING 2 DR FRZ. BTM Non-Frostfree
Energy efficient appliances available in all price classes

Total EURO
2000 2005 Jan-Jun 10 2000
4
EUR<=330
2005
4
EUR>330 <=460
Jan-Jun 10
5
EUR>460
2000 2005 Jan-Jun 10
2000
2005
Jan-Jun 10
17
16
17 30
7 22 30 38
44 66 83
A ++ A+ 96 A C and Others
67 72 92
53
78 64 38,6 29 20
60
48
39 17
100,0 2.189,8 100,0 1.987,9 100,0 844,9
Sales Units % Sales Ths. Units
9
6,8 149,7 19,7 392,5 34,3 290,1 29,0 635,5 39,0 774,8 31,1 263,1 64,1 1.404,5 41,3 820,5
14
34,5 291,8
PRJ 44608 - RG 1412420 - RP 8646597 - ID 249748030
2010-09-30
Italy : Tax back scheme for Cold appliances In Jan 2007 the Italian Government introduced a tax subsidy program to promote the sales of highly efficient Cold products.
Consumers buying a refrigerator or freezer featured A+/A++ can deduct 20% (max. 200) of the appliance price from taxes.
GfK Retail and Technology GfK Retail and Technology
8/2010 2010-09-30
COOLING
Sales Units %,Sales Ths. Units 2006 - Jan-Jun10
GfK Panelmarket Italy
Incentive scheme shows positive effects, esp. for A+ appliances

COOLING
2006 2007 2008 2009 Jan-Jun10
3
FREEZERS
2006 2007 2008 2009 Jan-Jun10
11 29 46 A ++ A+ A B C D-G 57 61 28 52 24 41 33 22 15
4
34 49 62 58
65
69
UNKNOWN
13 29 20 12
22 20 8 13 9
371,1
17
5
10
1.637,9
7
1.562,4
5
738,4
6 7
347,9
6
140,9
Sales Ths. Units

1.611,6
1.718,1
395,3
404,4
PRJ 82721 - RG 1872444 - RP 8605483 - ID 249509221
2010-09-30
18% energy savings by replacing 9 year old appliances

(Washing machines, dishwashers, refrigerators, freezers) New appliances Germany 2000 - 2009
2.000 Fleet consumption per year in GWh Sales ths. units 10000
1.935
1.800
9000
Fleet consumption per year in GWh
1.789 1.725
1.600
1.726
1.728 1.621 1.636 7.477 1.601 7.264 7.082 7.030 7.064 7.438 1.637 Sales ths. units
8000
1.653
7.243
1.400
7.219 7.108 7.121
7000
1.200
The total energy consumption of new appliances decreased by -15% since 2000 (-300 GWh). The total sales increased slightly by +3%. The energy consumption per appliance decreased by approx. -18%!
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
6000
1.000
5000
PRJ 592 - RG 1704810 - RP 7703936 - ID 237408489
2010-09-30
Trend in TV: High increase of screen-size year by year

Size & Picture Quality Matters
2010-09-30
Panel-TV/Flat
Sales Units % 2008 - 2010
Jan-Jun 08
Share of Screen Size

Panelmarket Germany LCD-TV
Jul-Dec 08 Jan-Jun 09 Jul-Dec 09 Jan-Jun 10
8,4 6,1
2,4
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8,3
4,7
8,7 6,6 8,2
7,2 8,1 6,3
6,1 9,3 6,4
5,3 8,6
up to 20 Inch 20 / 21 Inch 22 / 23 Inch 26 / 27 Inch 32 Inch 37 Inch 40 Inch 42 Inch 46 / 47 Inch 52 Inch 55 Inch and more Others
9,4
41,9
39,3
38,9
37,1
34,1
13,9 7,3 7,4

2,4
14,7 8,2 7,5

2,7
14,1 9,7 7,8

3,2
15,3 10,6 8,5

4,7
14,7
13,5 8,0 5,1

3.533,4 18,8
PRJ 98240 - RG 1695979 - RP 8596753 - ID 249453716
Sales Ths. Units Sales Units +/- % PY

2.161,8 59,4
2.975,7 46,7
2.973,0 37,5
3.591,2 20,7
2010-09-30
Panel-TV/Flat
Energy Consumption Watt/h 2008 - 2010
Jan-Jun 08
280
Average Consumption by Inch

Panelmarket Germany LCD-TV
Jul-Dec 08 Jan-Jun 09 Jul-Dec 09 Jan-Jun 10
Watt/h
267 262 253
260
240
Total 32 Inch 37 Inch 40 Inch 42 Inch 46/47 Inch

212
220
218 208
219 202
213 196 194 189 185
200
180
177
175
169 169
160
147
140
146 144
146 144
152 134 126
141
148 144 125 122

PRJ 98240 - RG 1695979 - RP 8596724 - ID 249452168
120
Average consumption declines: Energy saving technologies overcompensate increasing screen sizes
2010-09-30
Survey of Compliance Directive 92/75/EEC (Energy Labelling)

Project Design shop observation and shop manager interviews
Covered countries:
All EU member states in 2008 plus Iceland and Norway
Sample size: (Related to population)
25 small countries, 50 medium countries, 75 big countries
Shop types:
All relevant channels are covered including Internet and Mail Order
Sampling strategy: The sample was drawn related to the weight of a retail channel on total market. All major retailers participated in the survey.
2010-09-30

Project Design shop observation and shop manager interviews
Shop observations: Based on a structured audit sheet comprising if : label is displayed, placing of the label, visibility, originality.
Manager interview: Based on a mainly closed questionnaire. Target person: Product types: Shop owner or white goods department manager
All eight household appliances including the Labelling Directive are covered (Refrigerators, Freezers, Washing Machines, Tumble Dryers, Dishwashers, Electro Ovens, Air Conditioners and Household Lamps)
2010-09-30

Content of Labelling Audit
Label displayed
Placing of the label (complete/basic label)
Placing of the data strip (only if separate)
Label clearly visible (not covered or obscured)
EU Label in original size and colour (i.e. not own label of shop or country)
1= complete (basic label+data strip) 2 = only basic label 3 = only data strip 4 = basic label and data strip, but separately placed
1 2 3 4
Energy Efficiency Classes

1 = top 2 = front 3 = side 4 = back 5 = inside
1 2 3 4 5
1 = top 2 = front 3 = side 4 = back 5 = inside (displayed) 6 = inside (still in bag)

1 2 3 4 5 6
Tick if yes Tick if yes
06
1 1 1 2 3 4 5 6 7 8 9
2010-09-30

Label displayed Total and highest/lowest score
Total
Complete (basic label + data strip)
Only basic label 71
Only data strip
Basic label and data strip, but separately placed No label displayed
3 12 2 11 99743
Base:
2010-09-30

Label displayed by product groups
Total
Cooling Freezers Washing machines Tumble dryers Dishwashers Electro Air Ovens Conditioner
Complete (basic label + data strip) 59 Only basic label 71 74 75 74 76 73
39
2 7 2 3
Only data strip
Basic label and data strip, but separately placed No label displayed
3 12 2 11 99743
15 3 13 2 8 29091 3 11 3 8 9732 2 12 2 9 24766 3 9 2 9 7635 3 2 14 2 8 12971 20 50
Base:
12828
2720
2010-09-30

Qu.4) Which rate does the following features play in buying process for MDA product? (1 = overall unimportant to 10 = very important for the buying decision)
Total
Design resp. appearance
7,4
Brand name
7,8
Functional value
8,0
Quality of the product (reliability etc.)
8,5
User friendliness
7,7
Energy consumption and energy costs
8,2
Purchase price of the appliance Number of all shops (=100 %): 1398
8,7
2010-09-30

Qu.5) Increase of consumer demand for energy efficient MDA products
Consumers demand
Total
has increased 70
has been constant
has decreased
26
3 1398
Number of all shops (=100 %):
2010-09-30

Qu.7): Do energy labels have an impact on the sales process? (1 = disagree strongly" to 10 = "agree strongly".)
Total
Energy labels allow a more objective estimation of appliances.
7,4
Customers ask about energy efficient appliances.
7,5
Information on the energy efficiency of an appliance helps customers to contribute to the protection of the environment. Labels offer the opportunity for a more intensive customer consultation
6,8
7,2
The customers wish information on the energy costs of the appliances on the label.
7,0
Customers do understand the difference between the ratings.
6,5
We think retailers can easily explain the label system.
8,3
Energy labels help us to sell more energy efficient appliances.
7,6
1398
2010-09-30

Qu.8): Please rate the importance of the labelling for different kinds of products. (1 = unimportant" to 10 = "very important)
Total
Washing machines
8,3
Tumble dryers
7,8
Dishwashers
7,9
Refrigerators
8,6
Freezers
8,4
Air conditioner
7,3
Electric ovens
7,1
Household lamps
7,2
1398
2010-09-30
Zusammenfassung
Der Anteil hocheffizienter elektrischer Produkte am Absatz neuer Gerte stieg in den letzten Jahren deutlich an Dieser Trend ist auch in niedrigen Preisklassen sichtbar Die Entwicklung ist auf breiter Front ber alle wichtigen Produktgruppen zu beobachten Dadurch geht der Flottenverbrauch bezogen auch Neugerte deutlich zurck Den Energieverbrauch erhhende Faktoren wie Bildschirmgre bei Flat/TV wird durch die effizeinz neuer Gerte mehr als ausgeglichen Politische Frdermanamen haben einen positiven Einfluss auf die Marktdurchdringung dieser Gerte
2010-09-30
Zusammenfassung
Der Handel untersttzt den Abverkauf hocheffizienter Gerte, und sieht das Wachstumspotential Die Eu labelling vorgaben werden zum grten Teil umgesetzt, der Anteil nicht ausgezeichneter Gerte liegt bei 11 %. Die Eigenschaft Energiesparend gehrt im Verkaufsprozess zu den wichtigsten Produkteigenschaften. Aus sicht des Handels ergeben sich bei den Konsumenten noch Informationsdefizite zu den Labels, die Kenntnisse des Handels sind ausreichend und gut.
2010-09-30
Thanks for your attention!

2011 GFK Major Appliances (New Labelling) 2010

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2011 GFK Major Appliances (New Labelling) 2010

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GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

GfK Group: key features (I)

GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

GfK Groups worldwide coverage: more than 100 countries

GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

3 sectors: knowledge from 3 sources

Retail information through continuous data collection

Tailor-made surveys and continuous data collection regarding media consumption

Share of continuous research Sales1)

EUR 709 million

EUR 326 million

EUR 126 million

1) Preliminary figures 2009

GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

Retail and Technology

GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

Monitoring approaches for Market Research

Consumer Electronic Stores

Consumer Panel ADHOC STUDIES

GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

Methodology - Panel Research

Quality controls and extrapolation

Now the results can be communicated to the client/retailer

GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

GfK Panelmarket 10 Countries West Europe

PRJ 44608 - RG 1702516 - RP 7257088 - ID 249478334

GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

Energy efficient appliances available in all price classes

PRJ 44608 - RG 1412420 - RP 8646597 - ID 249748030

GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

GfK Retail and Technology GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

GfK Panelmarket Italy

Incentive scheme shows positive effects, esp. for A+ appliances

Sales Ths. Units

PRJ 82721 - RG 1872444 - RP 8605483 - ID 249509221

GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

18% energy savings by replacing 9 year old appliances

Fleet consumption per year in GWh

7.219 7.108 7.121

PRJ 592 - RG 1704810 - RP 7703936 - ID 237408489

GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

Trend in TV: High increase of screen-size year by year

GfK Retail and Technology

Beschleunigung der Marktdiffusion hocheffizienter elektrischer Gerte

Share of Screen Size

8,7 6,6 8,2

7,2 8,1 6,3