Cool Britannia – A survey by leading refrigeration specialist, Lec, reveals UK buying habits
Consumer research commissioned by leading refrigeration specialist, Lec, has revealed that energy efficiency has moved up the agenda in the cooling purchase but that consumers still require more guidance.
When 1,000 consumers were asked how important a cooling product’s energy ratings or eco credentials are when deciding to purchase, 90 per cent of respondents rated them ‘essential’. Asked to define the top three most important factors in purchasing decision, price topped the results with 34 per cent, closely followed by energy efficiency at 22.3 per cent and functionality at 19 per cent.
The research also revealed how important it is for retailers to link eco credentials with costs savings, with 93 per cent of consumers saying that they would be more likely to opt for an energy efficient refrigerator if the retailer was able to demonstrate how it could save them money.
Although progress has been made in encouraging consumers to swap their old inefficient appliances for those with a higher energy rating, the research revealed that there is still more for retailers and manufacturers to do in communicating the benefits of a greener appliance, with 28 per cent of respondents admitting to owning a cooling appliance more than ten years old.
Worryingly, a number of the research questions revealed that even those consumers with a greener model may not understand how to get the best out of their refrigerator, with 15 per cent admitting they simply don’t understand their fridge’s functions. When questioned, more than a third of people did not know that the external temperature would impact on the performance of their fridge and a further 20 per cent incorrectly believed that the highest number on their fridge dial equated to a higher temperature within the fridge.
David Garden, Commercial Director for Lec, said: “Our research shows that the green message has hit home with many consumers and it is encouraging to see that it is now a central part of the purchasing decision. However, it is clear that more needs to be done by both manufacturers and retailers when it comes to demonstrating how a higher energy rating translates into cost savings, because that is what the customer really cares about.
“We also need to make sure we show the customer how to get the very best from their appliance. Fifteen per cent of those surveyed said they expected to have to throw away more than five fresh items a week from their fridge before eating them and I think much of that food waste is caused by consumers not understanding the functions of their fridge.”
Yvonne Flynn, National Account Manager Energy Saving Trust: “Fridges and fridge freezers are typically the hardest working appliance in the household, operating 24 hours, 7 days per week. Often, people forget about the long-term running costs of their appliances, and this can be a costly mistake. For example, replacing an old fridge-freezer with an Energy Saving Trust Recommended one can save nearly £40 a year off energy bills.”
“People need simple, clear messages to help inform their decisions on buying the most energy efficient models. There are a number of LEC models that carry the Energy Saving Trust Recommended label, as a result of meeting strict energy performance criteria. Fridge freezers that carry the label typically use around 60% less energy than older models, and it’s a quick and easy way to help people make energy efficient choices – it shows you straight away which are the ‘best in class’ for energy efficiency.”
