Top appliance brands among eco-conscious Americans

Data from YouGov BrandIndex sheds light on top appliances brands in the US market, offering insight into two distinct consumer segments: Planet Protectors and Price Point Green. Our data is based on Consideration scores which are a measure of likelihood of purchase from the brand.

Planet Protectors: Engaged environmentalists

26% of American adults are Planet Protectors. This represents a segment of consumers who prioritize environmental considerations and are willing to pay a premium for environmentally friendly products. Among the top contenders are Samsung and LG Appliances, which appear to have struck a chord with this segment, closely followed by Whirlpool.

Price Point Green: Environmentally conscious with an eye on the wallet

This segment cares about the environment and tries to protect it, but the key factor that affects their purchase decisions is price. Of all American adults 19% belong to this segment. Whirlpool leads in this category while Samsung and LG continue to maintain their prominence highlighting their broad appeal.

Key observations and trends

1. Dominance of familiar brands: Samsung, LG, and Whirlpool remain popular across both segments. This suggests these brands have achieved a balance between environmental stewardship and price competitivity, making them top contenders in the minds of consumers.
2. Brand variation: Notably, Dyson and Bissell make single-segment appearances. Dyson, a brand often associated with innovative and premium products, finds favor among Planet Protectors. In contrast, Bissell's more budget-friendly lineup resonates with Price Point Green consumers.
3. Score discrepancies: A noticeable trend is the variance in scores for certain brands across the two groups. For instance, Whirlpool scores significantly higher with Price Point Green consumers (41.6) compared to Planet Protectors (35.3). This could imply that Whirlpool's pricing strategies or promotional efforts are particularly appealing to price-sensitive, eco-conscious shoppers.

For brands in the appliance sector, understanding the nuances between different eco-conscious segments is pivotal. The Planet Protectors and Price Point Green consumers, while both environmentally oriented, have distinct priorities that brands must cater to for sustained market relevance. As the appliance market continues to evolve, staying abreast of these trends will be key for brands aiming to make a mark.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. All the mentioned brand’s Consideration score is based on the question: When you are in the market next to make a purchase, which brands would you consider? and delivered as a percentage. Scores are based on an average daily sample size of 1000 US adults between June 1, 2022, to June 30, 2023. Learn more about BrandIndex.