Kitchen appliance manufacturer Hoover, which is part of the Haier Group, has revealed that it has 'almost tripled built-in market share in just 15 months' in the UK. The brand says that, according to the latest figures from AMDEA (the UK trade association for home appliance manufacturers), it has gone from a 3.9% market share in January 2020 to an 11.3% market share today.
Hoover’s built-in portfolio is said to comprise more than 500 models, including ovens and hobs, as well as washing machines and wine coolers. The company says it has observed growth in each of its four product categories – cooking, cooling, dishwashing and laundry – in the last 12 months.
Nick Platt, business director, built-in appliances at Hoover, said: “We’re absolutely delighted to have hit double-digit market share in such a short time and within a highly-competitive sector.
“We have worked strategically to build our retailer relationships with a focus on independents, mass merchants and a newly formed contracts channel, all of which have contributed significantly to our success.
“In the past the business was driven by integrated laundry sales and, while we have grown our shares in this category with 1-in-3 built-in washing machines sold in the UK being manufactured by the group, we’ve also achieved record shares in built-in dishwashers, cooling and cooking – something we are immensely proud of.
“We invest heavily in all of our product development, ensuring we are offering consumers reliable, hard-working appliances that put the very latest connected technology at the forefront. A good example of this is our range of ovens that can be controlled remotely via an app, as well as providing access to over 200 healthy recipes.
“We are also offering marketing support in the form of TV advertising on the Collection 3 connected cooking range featuring our Hoover brand ambassador, Simon Rimmer, as well as digital and radio advertising campaigns. As such, this is just the start of our journey for the built-in market and we have big ambitions to continue on our successful growth trajectory.”
