Irons in Australia - New Market Report

From: Fast Market Research, Inc.
Published: Tue Sep 22 2015

Volume sales of irons declined again in 2014, for the fifth consecutive year, falling by 4% in 2014 alone. The decline in volume sales of irons in Australia reflects social trends, as Australian consumers endeavour to find laundry techniques and other short cuts that can reduce the time spent ironing, an activity that is frequently described as one of consumers’ least favourite household chores.

Competitive Landscape

GUD Holdings’ Sunbeam continued to lead brands of irons in Australia with 25% volume share in 2014, followed closely by Breville Group’s Philips with 23%. Both of these brands witnessed an uptick in their share in 2014, largely due to the popularity of their steam generators/ironing systems. Whilst the LauraStar brand was responsible for introducing steam generators/ironing systems into Australia, both Sunbeam and Philips have far wider availability, and consequently made the technology more accessible to a greater proportion of consumers.

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Industry Prospects

As the need for ironing diminishes, and Australian consumers embrace techniques and appliances that reduce the amount of time spent ironing, many Australia households are likely to neglect to replace their irons at the end of their lifecycle. The penetration rate of irons is expected to trend downwards over the forecast period. This will only occur slowly however, since, as consumers are using their irons less regularly than was previously the case, their appliances will last significantly longer. The demand for irons will continue to dip, with a volume CAGR of -3% over the forecast period.

Report Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Irons industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Irons in Australia market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Irons in Australia?
* What are the major brands in Australia?
* What is the most common cooking appliances in Australia?

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