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Majap Sell-Through Up By Double Digits: NPD

Port Washington, N.Y. – Retail sales of major appliances were up by the
double digits in both dollars and units for the first five months of the year.

According to new data from The NPD Group, majap volume was up 16 percent
in dollars and 12 percent in units from January to May 2010, compared with the
year-ago period.

Mark Delaney, NPD’s home division director, attributes the spike to a
combination of pent-up demand, returning consumer confidence, aggressive
promotions and last season’s federally funded majap-rebate program.

“Beginning last August we began to see signs of a recovery for
appliances, but the new year confirmed that we’re truly on a growth trajectory,”
Delaney said. “Pent-up demand started it, but now we’re seeing results driven
by consumer confidence and rebate programs augmented by strong retailer

While the increases were largely seen across the board, the biggest gains
came from dishwashers, refrigerators, clothes dryers and washers, which all
showed double-digit dollar and unit growth over the first five months of 2009.

NPD also found that consumers are upgrading their appliances and
investing in better models.  For example,
27 percent of consumers who purchased a refrigerator between January and May
upgraded from their previous unit, compared with 20 percent who did so during
the prior-year period.

In the washer category, consumers responded best to high-efficiency
top-load models, which are now more competitive with feature-filled front load units.

“It’s encouraging to see such positive results in a sector that’s been
struggling for so long,” Delaney said. “If retailers and manufacturers execute
well with their new product offerings and we see sustained improvements in the
housing sector, the major appliance industry is poised for a solid year.”

NPD’s point-of-sale data tracks refrigerators (excluding compacts), washers,
dryers, ranges, dishwashers, microwave ovens, ovens, cooktops, freezers, room
air conditioners and range hoods.