Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Cooking preparation SKAs
- Beverage preparation SKAs
- Food preparation SKAs
- Data sources
- Sales data
- Consumer survey data
- Advertising videos
- Abbreviations
- Terms
Executive Summary
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- SKAs benefit from reduced restaurant and coffee shops trips
- Continued modest growth predicted for SKAs between 2011 and 2016
- Discount stores dominate in share, but specialty stores post significant growth
- Jarden dominates the manufacturers market posting the largest sales
- SKA innovation focused on designer looks and performance effectiveness
- Some SKA segments are saturated, while others have room to grow
- SKA consumers aged 18 to 44 show highest intent to purchase
- Research prior to purchase limited and many make choices in-store
- Price is a priority, but paired with interest in safety, appearance, and reliability
- Opportunities for energy-saving appliances
- Opportunities for marketing beverage preparation SKAs
- Attitudes related to money, health and diet suggest opportunities
- Asians warrant focus with ethnic cuisine and healthy living focus
- Hispanics use more SKAs oriented toward ethnic fare
Insights and Opportunities
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- Healthy living: a broad trend warranting focus from the SKA market
- Obesity is widespread and a priority in the national health agenda
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- Figure 1: Trends in overweight, obesity, and extreme obesity among U.S. adults aged 20-74 years old, 1988-2008
- Targeting groups showing high interest weight loss and healthy living
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- Figure 2: Attitudes toward weight loss and healthy living, by gender, September 2011
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- Figure 3: Health-driven changes in cooking behavior compared to last year, May 2011
- SKAs can help consumers achieve weight loss and a healthier lifestyle
- Hispanics are growing and generally use SKAs related to ethnic cuisine
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- Figure 4: Population by race and Hispanic origin, 2006-16
- Hispanic families – and especially moms – value healthy eating and saving time
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- Figure 5: Households, by Hispanic origin of householder and presence and ages of children, 2010
- Interest in ethnic food shaping demand for SKAs
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- Figure 6: FDMx sales and forecast of ethnic foods, at current and inflation-adjusted prices, 2005-10
- SKA manufacturers to take example from IMUSA – cookware directed to Hispanics
Inspire Insights
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- Inspire Trend—The Power of One
- Consider this
- Bottom line
- Inspire Trend—Survival Skills
- Consider this
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- Figure 7: Ownership and usage of SKAs, by age, September 2011
- Bottom line
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- Figure 8: Attitudes toward coffee, by age, September 2011
Market Size and Forecast
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- Key points
- Increases in at-home cooking helps driving SKAs growth
- Growth unevenly distributed across segments
- Small kitchen appliances market size and forecast
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- Figure 9: Total U.S. sales and forecast of SKAs, at current prices, 2006-16
- Figure 10: Total U.S. sales and forecast of SKAs, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 11: Total U.S. sales and forecast of SKAs, 2006-16
Market Drivers
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- Key points
- Consumer confidence reflects slow recovery and puts damper on spending
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- Figure 12: University of Michigan’s index of consumer sentiment (ICS), 2006-11
- An increase in at-home cooking benefits some SKAs
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- Figure 13: Cooking more at home, October 2010
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- Figure 14: Time spent in food preparation and cleanup per day by all persons aged 15 and older, and by gender, 2005-10
- Figure 15: Expenditures on food at home and away from home, at current prices, 2005-10
- Healthier “green” living and more compact homes shape SKA demand
- More compact homes and energy-efficient living
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- Figure 16: Interest in energy saving cooking methods, September 2011
Competitive Context
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- Key points
- Dollar share spent on food away from home higher than two decades ago
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- Figure 17: Consumer spending on food away from home and food at home, 1950-2010
- Use of quick-service and casual restaurants on the rise in 2011
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- Figure 18: Total U.S. sales at quick-service restaurants, at current prices, 2006-16
- Figure 19: Total U.S. sales at fast casual restaurants, at current prices, 2006-16
- As the economy bounces back coffeehouses could be a threat to SKAs
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- Figure 20: cutting back on coffeehouse drinks, October 2009 vs. September 2011
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- Figure 21: Total U.S. sales at coffeehouses and donut shops, at current prices, 2006-16
Segment Performance
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- Key points
- Beverage and cooking preparation SKAs benefit from recession
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- Figure 22: Total U.S. sales of SKAs, by segment, 2006-11
- As the economy recovers beverage-preparation SKAs still post strong sales
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- Figure 23: Total U.S. sales of SKAs, by segment, 2009 and 2011
Segment Performance—Cooking Preparation Appliances
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- Key points
- Cooking SKAs see sales climb from 2006-11
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- Figure 24: Total U.S. sales of small cooking appliances, 2006-11
- Slow cookers, popcorn and waffle makers post strongest two-year growth
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- Figure 25: Total U.S. sales of small kitchen cooking appliances, by product, 2008 and 2010
Segment Performance—Beverage Preparation Appliances
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- Key points
- Beverage-making SKAs see five-year sales increase of almost 60%
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- Figure 26: Total U.S. sales of beverage appliances, 2006-16
- Single-serve coffee makers post explosive growth between 2008-10
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- Figure 27: U.S. sales of beverage appliances, by product, 2008 and 2010
- Key players in the single-serve coffee segment
Segment Performance—Food Preparation Appliances
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- Key points
- Sales fall as consumers make simpler dishes using other SKAs
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- Figure 28: Total U.S. sales of food preparation SKAs, 2006-11
- Blenders lose share, while food processors see sales increase
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- Figure 29: Total U.S. sales food preparation SKAs, by product, 2008 and 2010
Retail Channels
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- Key points
- Discount stores are dominant retail channel
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- Figure 30: Total U.S. retail distribution share of SKAs, by channel, 2008-10
Leading Companies
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- Key points
- 2009-10 sales figures show growth from the largest SKA manufacturers
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- Figure 31: Sales of leading small kitchen appliance companies, 2009-10
- Profiles and financial information of major manufacturers
- Jarden
- NACCO (Hamilton Beach, Proctor-Silex)
- National Presto
- Other significant U.S. manufacturers
- Salton
- Conair (Cuisinart)
- Whirlpool (KitchenAid)
Innovations and Innovators
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- Innovations in cooking preparation SKAs
- Slow cookers with personalized or designer looks offer opportunities for customization
- Improvements in the effectiveness, versatility and “intelligence” of cooking SKAs
- Innovations in food preparation SKAs
- Improved functionality in blenders and food processors
- Cuisinart’s innovative products save steps and merge functions
- Personal blenders for sports enthusiasts featuring BPA-free bottles to go
- Cupcake making kits aimed for moms and kids
- Innovations in beverage-making SKAs
- Single-serve coffee makers and expanded drink offerings with “pod” systems
- Flexible, single-scoop or full-pot coffee brewers
- BrewStation Coffeemaker allows for brewing coffee without a carafe
Marketing Strategies
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- Key points
- Jarden offers multiple brands based on demographics and product lines
- Rival and Sunbeam offer practical, timesaving products for moms
- Oster seeks to inspire creativity and sense of adventure in the kitchen
- Crockpot showcases products as part of holistic, healthy, smart family living
- Mr. Coffee highlights individual choice and value in at-home brewing
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- Figure 32: Brand analysis of Jarden’s brands, 2011
- Hamilton Beach promotes innovative products and “good thinking”
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- Figure 33: NAACO Brand qualities
- Keurig highlights choice, convenience, and speed of single-serve makers
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- Figure 34: Brand analysis of keurig, 2011
- Keurig TV ad in “high five” campaign showcases ease, convenience, and choice
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- Figure 35: Keurig TV ad for 200+ varieties of coffee and tea, 2011
- “High-Five” ad campaign paired with demonstrations and online campaign
- Nescafé’s Dolce Gusto offers upscale European styling and a hip image
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- Figure 36: Brand analysis of nescafé dolce gusto, 2011
- “Play with your coffee” ad showcases stylish, playful, fun people and products
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- Figure 37: Nescafé dolce gusto machine tv ad, 2011
- Facebook campaign and website engage internet-savvy 20 and 30 year olds
- Cuisinart offers high-end brand and destination website for cooks
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- Figure 38: Brand analysis of cuisinart, 2011
- Other TV ad campaigns
- Bosch TV ad highlights ease and convenience, equating coffee maker to a robot
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- Figure 39: Bosch Tassimo Brewbot TV Ad, 2011
- KitchenAid TV ad targets cooking enthusiasts and offers free subscription
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- Figure 40: KitchenAid TV ad for artisan stand mixer, 2011
- BabyBullet infomercial targets parents with system for making organic baby food
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- Figure 41: BabyBullet infomercial, August 2011
Ownership and Usage of Cooking/Food Preparation SKAs
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- Key points
- Toasters, blenders, and mixers are most widely owned SKAs
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- Figure 42: Ownership and usage of cooking/food preparation SKAs, September 2011
- Women use more food preparation SKAs, men favor food cooking SKAs
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- Figure 43: Ownership and usage of cooking/food preparation SKAs, by gender, September 2011
- Ownership and usage of SKAs higher among those aged 35+
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- Figure 44: Ownership and usage of cooking/food preparation SKAs, by age, September 2011
- HH income drives SKA ownership
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- Figure 45: Ownership and usage of cooking/food preparation SKAs, by household income, September 2011
- Single-person HHs own the fewest number of SKAs
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- Figure 46: Ownership and usage of cooking/food preparation SKAs, by household size, September 2011
Ownership and Usage of Beverage Preparation SKAs
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- Key points
- Drip coffee makers are most widely owned and used
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- Figure 47: Ownership and usage of beverage preparation SKAs, September 2011
- Affluent consumers own more kettles, grinders, and specialty coffee makers
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- Figure 48: Ownership and usage of beverage preparation SKAs, by household income, September 2011
- Larger households own more beverage preparation SKAs
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- Figure 49: Ownership and usage of beverage preparation SKAs, by household size, September 2011
Purchase Interest for SKAs
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- Key points
- Interest in future purchase higher among women and those aged 18-44
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- Figure 50: purchase interest for cooking/food preparation SKAs, by gender and age, September 2011
- 18-24 consumers show interest in juicers and specialty coffee makers
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- Figure 51: purchase interest for beverage preparation SKAs, by gender and age, September 2011
Motivations for Purchasing SKAs
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- Key points
- Replacing a broken SKA is most cited reason for purchasing a new one
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- Figure 52: Reasons for SKAs purchase, by gender, September 2011
- Older consumers more likely to be replacing an old or broken SKA
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- Figure 53: Reasons for SKAs purchase, by age, September 2011
Research Conducted Prior to Purchasing SKAs
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- Key points
- In-store marketing vital as few undertake extensive research before buying
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- Figure 54: Research conducted before purchasing SKAs, by age, September 2011
SKAs In-Store Purchase Process
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- Key points
- Brand, in-store marketing and look/style all factor into product selection
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- Figure 55: In-store purchase process for SKAs, by age, September 2011
- Attention to brand and style increase with income
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- Figure 56: In-store purchase process for SKAs, by age, September 2011
Time Spent Cooking Food at Home
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- Key points
- Females and those older than 25 spend more time cooking
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- Figure 57: Average time spent cooking food at home, by gender and Age, September 2011
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- Figure 58: Average time spent cooking food at home, by household size, September 2011
Attitudes and Behaviors toward SKAs
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- Key points
- Price, value, look and space-saving all concerns for many buyers
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- Figure 59: SKAs attitudes—appearance, brand, value and design, by gender, September 2011
- Younger buyers seek cheaper, stylish SKAs and older ones seek durability
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- Figure 60: Small Kitchen Appliances attitudes—appearance, brand, value and design, by age, September 2011
- Gift-givers value look/style, price-oriented buyers don’t seek cheapest
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- Figure 61: SKAs general opinions by purchasing decisions for SKAs, September 2011
Attitudes and Behaviors toward Cooking with Toasters, Microwaves, and Multifunction Products
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- Key points
- High interest in energy-saving products
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- Figure 62: Attitudes toward cooking with toasters, toaster ovens, microwaves and multifunction Products, by gender, September 2011
- More SKA consumers aged 18-34 use toaster ovens and combinations SKAs
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- Figure 63: Attitudes toward Toasters, Toaster Ovens, Microwaves and Multifunction Products, by Age, September 2011
Attitudes and Behaviors toward Coffee and Other Beverages
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- Key points
- More younger consumers cut back on coffeehouse usage
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- Figure 64: Attitudes and behaviors toward coffee and other beverages, by age, September 2011
- Products for carbonating water appeal to younger consumers
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- Figure 65: Attitudes and behaviors toward coffee and other beverages, by age, September 2011
Attitudes and Behaviors toward Cooking and Dieting
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- Key points
- Saving money, losing weight, and eating better are themes warranting focus
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- Figure 66: Attitudes and behaviors toward cooking and dieting, by gender, September 2011
- More consumers aged 18-34 cook at home to save money
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- Figure 67: Attitudes and behaviors toward cooking and dieting, by age, September 2011
- Figure 68: Attitudes and behaviors toward cooking and dieting, by household income, September 2011
- Attitudes of singles support lower SKA usage
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- Figure 69: Attitudes and behaviors toward cooking and dieting, by household size, September 2011
Race and Hispanic Origin
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- Key points
- Asians show high ownership of SKAs, Hispanics lower ownership
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- Figure 70: Ownership and usage of food preparation/cooking SKAs by race/Hispanic origin, September 2011
- More Asians own and use juicers and kettles compared to total sample
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- Figure 71: Ownership and usage of beverage preparation SKAs, by race/Hispanic origin, September 2011
- Asians are most likely to look online for information prior to purchase
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- Figure 72: Research conducted before purchasing SKAs, by race/Hispanic origin, September 2011
- Asians and Hispanics visit more stores and seek high-value SKAs
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- Figure 73: Research conducted before purchasing SKAs, by race/Hispanic origin, September 2011
- Asians undertake more cooking at home
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- Figure 74: Average time spent cooking food at home, by race/Hispanic origin, September 2011
- Asians show high interest in safety, warranties, and retro design
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- Figure 75: SKAs attitudes—appearance, brand, value and design, by race/hispanic origin, September 2011
Custom Consumer Groups
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- Key points
- Moms spend more time cooking
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- Figure 76: Average time spent cooking food at home, moms and women without kids, September 2011
- Saving time and money of prime interest to moms
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- Figure 77: Attitudes toward cooking, dieting, and appliances, by moms and women without kids, September 2011
- Moms show high interest in price and look of appliances
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- Figure 78: Small Kitchen Appliances attitudes—appearance, brand, value and design, by moms and women without kids, September 2011
- More moms use mixers, blenders, slow cookers, and rice cookers
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- Figure 79: Ownership and usage for food preparation/cooking SKAs, by women without kids and moms, September 2011
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- Figure 80: Ownership and usage for beverage making SKAs, moms and women without kids, September 2011
- Moms concerned about microwaves and interested in toaster ovens
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- Figure 81: Attitudes and behaviors toward Toasters, Toaster Ovens, Microwaves and Multifunction Products, moms and women without kids, September 2011
- Moms should be targeted with specialty drink makers
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- Figure 82: Attitudes toward coffee, moms and women without kids, September 2011
Appendix—Additional Useful Consumer Tables
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- Figure 83: Ownership and usage of SKAs for beverage making, by gender, September 2011
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- Figure 84: Ownership and usage of SKAs for beverage making, by age, September 2011
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- Figure 85: Small Kitchen Appliances currently owned but not using, by household income, September 2011
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- Figure 86: Intent to purchase SKAs for cooking/food preparation, by household income, September 2011
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- Figure 87: Intent to purchase SKAs for beverage making, by household income, September 2011
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- Figure 88: Reasons for purchase of small kitchen appliances, by household income, September 2011
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- Figure 89: Attitudes toward toasters, toaster ovens, microwaves and multifunction products, by household income, September 2011
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- Figure 90: Research before purchasing Small Kitchen Appliances, by household income, September 2011
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- Figure 91: Research before purchasing small kitchen appliances, by gender, September 2011
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- Figure 92: Average time spent cooking food at home, by household income, September 2011
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- Figure 93: Small kitchen appliances attitudes—appearance, brand, value and design, by household income, September 2011
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- Figure 94: Attitudes toward coffee, by gender, September 2011
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- Figure 95: Attitudes toward water and carbonated beverages, by gender, September 2011
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- Figure 96: Attitudes toward coffee, by household income, September 2011
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- Figure 97: Ownership and usage for small kitchen appliances, by race/ethnicity, September 2011
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- Figure 98: Purchase intent for SKAs, by household race/ethnicity, September 2011
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- Figure 99: Attitudes toward cooking, dieting, and appliances, by race/hispanic origin, September 2011
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- Figure 100: Attitudes and behaviors toward toasters, toaster ovens, microwaves and multifunction products, by race/Hispanic origin, September 2011
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- Figure 101: Attitudes and behaviors toward coffee and other beverages, by race/Hispanic origin, September 2011
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Appendix—Trade Associations
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