Hamilton Beach Brands Canada was the leading company in 2013 with 26% volume share based on the strength of its Hamilton Beach and Proctor-Silex brands. Hamilton Beach has irons with numerous features and at competitive price points, supported by a strong presence in leading retailers such as Wal-Mart, Canadian Tire and Home Outfitters. Under the Proctor-Silex brand NACCO also offers entry level irons that are well suited for mass and home improvement channels.
Sales of irons are expected to remain flat over the review period, although incremental gains in average unit price will cause a marginal decline in volume and small growth in value. This increase will be in line with general household and population growth, as it is not expected that larger economic conditions will impact the category.
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Sales of irons remained flat in 2013 as consumers simply use the appliance less than in the past. Purchases are generally replacements or upgrades by iron users, as many younger consumers are not accustomed to or do not have the time to iron clothing. Many young Canadians use professional dry cleaning services for shirts, trousers, dresses and suits, which replaces the need for an iron in many households. In addition to growing trends for away-from-home clothes pressing, many modern fabrics are wrinkle free and do not need to be ironed. Trends toward casual clothing styles further remove the need for an iron in many cases.