Hoover almost triples built-in market share

Hoover has almost tripled its built-in market share in just 15 months, the manufacturer has reported.

Making its mark in the built-in category, the brand has gone from a 3.9 per cent market share in January 2020 to 11.3 per cent today. This is based on data from AMDEA from April 2021.

Hoover’s built-in portfolio comprises more than 500 models, including ovens and hobs, as well as washing machines and wine coolers. The company 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, whilst we have grown our shares in this category with one-in-three 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 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.”

Hoover’s success is backed up by a market-wide consumer trend in spending on homes as a result of the COVID-19 pandemic. Almost three quarters (73 per cent) of UK consumers claim to have spent more money on their homes in the past 12 months, up sharply on the previous three years, according to Mintel.

In a further boost to the company, which is part of the Haier Group, Mintel’s ‘British Lifestyles 2020’ data also found that 55 per cent of people have done more home cooking during lockdown, with 30 per cent of respondents citing healthy eating a priority since the COVID-19 outbreak began.