Hoover nearly triples its share of built-in appliances market

In only 15 months, appliance manufacturer Hoover has almost tripled its built-in market share in the UK.

According to Amdea data in April 2021, Hoover went from a 3.9% market share of the built-in appliances category in January 2020 to 11.3%.

The built-in portfolio includes more than 500 models, from ovens, hobs, washing machine wine coolers and laundry. The product categories of cooking, cooling, dishwashing and laundry have all seen growth in the past 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 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.”

Platt concluded: “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. 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.” 

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