The irons market has registered seven consecutive months of value growth since the turn of the year.
According to GfK, irons were the poorest-performing “must-have” small appliance sector throughout the recession, struggling with a downturn in demand that saw a decline in volume and subsequent struggle for value growth.
Now, though, says GfK, irons have enjoyed a 4.3% rise in value in the 12 months to August, valuing the total market at over £133m.
This was despite a 3% decline in volume, indicating that the average price of an iron was 7.6% higher than in the previous year.
The irons market, though, remains less valuable than it was two years ago, suggesting that there is still potential for continued growth.
A key area that has driven value growth is the continued success of the premium ironing systems segment, dominated by the steam generator. This market has grown by 9% in the last year to nearly £35m while only growing in volume sales by 0.1%, as those opting to buy a steam generator pay more.
Steam generators now account for 26% of the total irons market value and, says GfK, looking ahead, it seems that the trend towards the premium generator segment is set to continue: steam generators could close in on 30% market share by August 2011.