Table of Contents
Executive Summary
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- Market estimated to reach $5.8 billion in 2014
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- Figure 1: Total US sales and fan chart forecast of small kitchen appliances market, at current prices, 2009-19
- The market
- Beverage-making appliances comprise fastest growing segment
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- Figure 2: Sales of small kitchen appliances, segmented by type, 2014
- The consumer
- Ownership and recent acquisition of the most popular SKAs
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- Figure 3: Ownership and purchase within past two years of select small kitchen appliances, September 2014
- 25-34 year olds and parents likely to be actively acquiring new SKAs
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- Figure 4: Ownership – Small kitchen appliances purchased in past two years, by age, September 2014
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- Figure 5: Ownership – Small kitchen appliances purchased in past two years, by children in HH, September 2014
- Replacement tops reasons to buy, though other motivations are diverse
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- Figure 6: Reasons for purchasing small kitchen appliances, September 2014
- Young buyers look online for SKA info, embrace omni-channel shopping
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- Figure 7: Product research and purchase decisions, September 2014
- Practical considerations heavily weighed when buying SKAs
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- Figure 8: Importance of product features – Very important, September 2014
- Hispanics purchase more SKAs, motivated by family-oriented issues
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- Figure 9: Ownership – Small kitchen appliances purchased in past two years, by race/Hispanic origin, September 2014
- What we think
Issues and Insights
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- For 25-34-year-olds, what drives purchase and what features are valued?
- The issues
- The implications
- How can SKA retailers maximize their appeal to aging Boomers?
- The issues
- The implications
- How is online researching and retailing changing the SKA market?
- The issues
- The implications
- How can suppliers and retailers best appeal to young Hispanics?
- The issues
- The implications
Trend Applications
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- Trend: Suite Life
- Trend: Slow it All Down
- Trend: Nouveau Poor
Market Size and Forecast
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- Key points
- At-home cooking and standout product lines underpin market growth
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- Figure 10: Total US sales and forecast of small kitchen appliances market, at current prices, 2009-19
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- Figure 11: Total US sales and forecast of small kitchen appliances market, at inflation-adjusted prices, 2009-19
- Replacement and demographic growth underpin ongoing sales
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- Figure 12: Total US sales and fan chart forecast of small kitchen appliances market, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Slow recovery creates a mixed picture for SKA market
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- Figure 13: Real gross domestic product and related measures: percent change from previous period, 2007-14
- Figure 14: Remodeling Market Index, 2001-14
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- Figure 15: Consumer confidence, 2007-14
- Figure 16: Average time spent daily on food preparation and cleanup, by gender, 2007-13
- Millennials and Boomers will shape SKA market through 2019
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- Figure 17: Ownership – Small kitchen appliances purchased in past two years, by generations, September 2014
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- Figure 18: Population, by generations, 2009-19
- Hispanic population comprises key demographic for future market
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- Figure 19: Population by race and Hispanic origin, 2009-19
- Figure 20: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
- Healthy living propels demand for some SKAs
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- Figure 21: Prevalence of obesity among adults aged 20 and over, 2011-12
- Expanding pod coffee offerings fuel single-serve coffeemaker growth
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- Figure 22: Total US retail sales of coffee, by segment, at current prices, 2012 and 2014
- Smart homes and connectivity could drive demand for smart SKAs
Competitive Context
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- Key points
- More eating at restaurants may limit demand for SKAs
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- Figure 23: Restaurant Performance Index (RPI), 2009-19
- Cookware, with fewer innovation opportunities, trails SKAs
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- Figure 24: Total US sales and forecast of cookware market, at current prices, 2009-19
Segment Performance
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- Key points
- Beverage-making appliances post the strongest 2012-14 sales
- Sales of small kitchen appliances, by segment
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- Figure 25: Sales of small kitchen appliances, segmented by type, 2012 and 2014
Segment Performance – Small Cooking Appliances
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- Key points
- Core items such as slow cookers and toaster ovens underpin growth
- Sales and forecast of small cooking appliances
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- Figure 26: Total US sales and forecast of small cooking appliances, at current prices, 2009-19
- Sales of specific small cooking appliances, 2012 and 2014
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- Figure 27: Sales of small cooking appliances, by specific product, 2012 and 2014
Segment Performance – Beverage-Making Appliances
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- Key points
- Demand for single-serve coffeemakers slows in 2013 and 2014
- Sales and forecast of beverage-making appliances
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- Figure 28: Total US sales and forecast of beverage-making appliances, at current prices, 2009-19
- Sales of specific beverage-making appliances, 2012 and 2014
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- Figure 29: Sales of beverage-making appliances, by specific product, 2012 and 2014
Segment Performance – Food Preparation Appliances
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- Key points
- Blenders and choppers drive growth in the segment
- Sales and forecast of food preparation appliances
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- Figure 30: Total US sales and forecast of Food Preparation appliances, at current prices, 2009-19
- Sales of specific food preparation appliances, 2012 and 2014
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- Figure 31: Sales of food preparation appliances, by specific product, 2012 and 2014
Retail Channels
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- Key points
- Discount stores remain the dominant retail channel for SKAs
- Specialty stores post market gains from 2011-13
- Department stores and warehouse clubs lose market share
- Other retailers, dominated by fast-growing online sellers, gains ground
- Sales of small kitchen appliances, by channel
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- Figure 32: Sales of small kitchen appliances, by retail channel, 2011 and 2013
Leading Companies
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- Key points
- Largest suppliers post sales growth from 2012-13
- Manufacturer sales of small kitchen appliances
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- Figure 33: Manufacturer sales of small kitchen appliances, 2012 and 2013
- Jarden
- NACCO/Hamilton Beach
- National Presto
- Other SKA makers include appliance giants and exclusive, niche suppliers
Innovations and Innovators
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- Smart appliances offer connectivity and remote control
- Versatile coffeemakers and offer greater flexibility
- Keurig 2.0 System serves both single-cups and a four-cup carafe
- Hamilton Beach FlexBrew enables users to choose grounds or K-Cups
- Single-serve coffeemakers integrate grinders or pair with blenders
- Other suppliers roll out a gamut of new, updated coffeemaker models
- Premium drink making systems offer variety, convenience, ease
- Cuisinart and Bevyz partner to market Premium Multi-Drink System
- Keurig Cold positioned for launch in 2015
- Margaritaville Bali Frozen Concoction Maker shaves, blends, and serves
- Other new products in beverage makers, juicers, and blenders
- Compact and multifunctional appliances
- Specialized cooking SKAs offering fun, inventive fare
- Innovations in design and color
Marketing Strategies
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- Theme: Quick, easy, tasty fare for busy families
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- Figure 34: Hamilton Beach, Breakfast Sandwich Maker, 2014
- Theme: Creating “dinner party glory” as part of a vibrant, social lifestyle
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- Figure 35: Vitamix, Easy Dinner Party, 2014
- Theme: Versatility and choice with flexible appliances
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- Figure 36: Hamilton Beach, FlexBrew Coffeemaker, 2014
- Theme: Coffeehouse drinks at a fraction of the cost
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- Figure 37: Mr. Coffee, Café Latte, 2014
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 38: Key social media metrics, November 2014
- Brand usage and awareness
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- Figure 39: Brand usage and awareness for select small kitchen appliance brands, September 2014
- Interactions with small kitchen appliance brands
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- Figure 40: Levels of interaction for select small kitchen appliance brands, September 2014
- Leading online campaigns
- Sponsored blog posts and giveaways
- Product launches
- What we think
- Online conversations
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- Figure 41: Online mentions for select small kitchen appliance brands, by week, Nov. 3, 2013-Nov. 2, 2014
- Where are people talking about small kitchen appliances?
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- Figure 42: Online mentions for select small kitchen appliance brands, by page type, Nov. 3, 2013-Nov. 2, 2014
- Who buys small kitchen appliances?
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- Figure 43: Percentage of mentions for acquiring small kitchen appliances, by gender, Nov. 3, 2013-Nov. 2, 2014
Ownership and Acquisition of Cooking SKAs
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- Key points
- Toasters are most widely owned, followed by slow cookers and grills
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- Figure 44: Ownership and acquisition of cooking SKAs 2014
- Those aged 25-34 most likely to be actively acquiring new SKAs
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- Figure 45: Ownership of cooking SKAs purchased in past two years, by age, September 2014
- Household income drives acquisition of new SKAs
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- Figure 46: Ownership of cooking SKAs purchased in past two years, by household income, September 2014
- Larger households buy and use more cooking SKAs
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- Figure 47: Ownership of cooking SKAs purchased in past two years, by household size, September 2014
- Parents comprise important demographic for cooking SKAs
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- Figure 48: Ownership of cooking SKAs purchased in past two years, by presence of children in household, September 2014
Ownership and Acquisition of Food Preparation SKAs
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- Key points
- Food prep SKAs are widely owned, with hand mixers the most popular item
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- Figure 49: Ownership and acquisition of food preparation SKAs, September 2014
- Those aged 25-34 most likely to have acquired food prep SKAs recently
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- Figure 50: Ownership of food preparation SKAs purchased in past two years, by age, September 2014
- Upper income HHs key buyers of full-size food processors, stand mixers
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- Figure 51: Ownership of food preparation SKAs purchased in past two years, by household income, September 2014
- Household size drives demand for food prep SKAs
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- Figure 52: Ownership of food preparation SKAs purchased in past two years, by household size, September 2014
Ownership and Acquisition of Beverage-Making SKAs
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- Key points
- Pod coffeemakers attract buyers and build share
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- Figure 53: Ownership and acquisition of beverage-making SKAs, September 2014
- Those aged 25-34 actively acquiring wide range of beverage-prep SKAs
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- Figure 54: Ownership of beverage-making SKAs purchased in past two years, by age, September 2014
- Affluent buyers value pod coffeemakers
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- Figure 55: Ownership of beverage-making SKAs purchased in past two years, by household income, September 2014
- Larger households actively acquiring more beverage-making SKAs
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- Figure 56: Ownership of beverage-making SKAs purchased in past two years, by household size, September 2014
Purchase Locations
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- Key points
- Diverse retail landscape helmed by Walmart, with online retail growing
- Avid shoppers aged 25-34 may value omni-channel shopping
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- Figure 57: Purchase locations, by age, September 2014
- HH income shapes the range and choice of retailers used to buy SKAs
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- Figure 58: Purchase locations, by household income, September 2014
- Shoppers from larger HHs turn to wide range of retailers for SKAs
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- Figure 59: Purchase locations, by household size, September 2014
Reasons for Purchase
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- Key points
- Replacement is most widely cited reason for purchase
- Interest in new foods, saving time, better features among other top reasons
- Those aged 25-34 are most likely to be first-time buyers with diverse motives
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- Figure 60: Reasons for purchasing small kitchen appliances, by age, September 2014
- Family gatherings and connecting with kids drive purchases for larger HHs
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- Figure 61: Reasons for purchasing small kitchen appliances, by household size, September 2014
Product Research and Purchase Decisions
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- Key points
- Sales motivate purchases, internet vital for comparing prices and products
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- Figure 62: Product research and purchase decisions, by gender, September 2014
- Younger buyers undertake more online research and enjoy SKA shopping
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- Figure 63: Product research and purchase decisions, by age, September 2014
Important Features in SKA Purchase
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- Key points
- Vast majority consider ease-of-use and ease-of-cleaning very important
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- Figure 64: Importance of product features – Very important, by gender, September 2014
- Older users prioritize basic features, younger ones, multifunctionality
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- Figure 65: Importance of product features – Very important, by age, September 2014
Race and Hispanic Origin
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- Key points
- Race and Hispanic origin shapes choice of cooking SKAs
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- Figure 66: Ownership of cooking SKAs purchased in past two years, by race/Hispanic origin, September 2014
- Hispanic over index for gamut of food preparation SKAs
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- Figure 67: Ownership of food preparation SKAs purchased in past two years, by race/Hispanic origin, September 2014
- Hispanics show strong interest in beverage-making SKAs
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- Figure 68: Ownership of beverage-making SKAs purchased in past two years, by race/Hispanic origin, September 2014
- Hispanics are often first-time buyers, motivated by family-related matters
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- Figure 69: Reasons for purchasing small kitchen appliances, by race/Hispanic origin, September 2014
- Black consumers set high bar, Hispanics seek time-saving and multifunctionality
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- Figure 70: Importance of product features – Very important, by race/Hispanic origin, September 2014
Appendix – Other Useful Consumer Tables
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- Past two year product acquisition
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- Figure 71: Ownership of food preparation SKAs purchased in past two years, by presence of children in household, September 2014
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- Figure 72: Ownership of beverage-making SKAs purchased in past two years, by presence of children in household, September 2014
- Purchase locations
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- Figure 73: Purchase locations, by gender, September 2014
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- Figure 74: Purchase locations, by presence of children in household, September 2014
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- Figure 75: Purchase locations, by race/Hispanic origin, September 2014
- Reasons for purchasing
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- Figure 76: Reasons for purchasing small kitchen appliances, household income, September 2014
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- Figure 77: Reasons for purchasing small kitchen appliances, by presence of children in household, September 2014
- Importance of product features
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- Figure 78: Importance of product features – Very important, by household size, September 2014
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- Figure 79: Importance of product features – Very important, by presence of children in household, September 2014
- Product research and purchase decisions
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- Figure 80: Product research and purchase decisions, by household income, September 2014
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- Figure 81: Product research and purchase decisions, by household size, September 2014
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- Figure 82: Product research and purchase decisions, by presence of children in household, September 2014
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- Figure 83: Product research and purchase decisions, by race/Hispanic origin, September 2014
Appendix – Social Media
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- Brand usage or awareness
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- Figure 84: Brand usage or awareness, September 2014
- Figure 85: Keurig usage or awareness, by demographics, September 2014
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- Figure 86: KitchenAid usage or awareness, by demographics, September 2014
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- Figure 87: Vitamix usage or awareness, by demographics, September 2014
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- Figure 88: Hamilton Beach usage or awareness, by demographics, September 2014
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- Figure 89: SodaStream usage or awareness, by demographics, September 2014
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- Figure 90: Cuisinart usage or awareness, by demographics, September 2014
- Activities done
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- Figure 91: Activities done, September 2014
- Figure 92: Keurig – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 93: Keurig – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
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- Figure 94: Keurig – Activities done – I follow/like the brand on social media because, by demographics, September 2014
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- Figure 95: Keurig – Activities done – I have researched the brand on social media to, by demographics, September 2014
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- Figure 96: KitchenAid – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 97: KitchenAid – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
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- Figure 98: KitchenAid – Activities done – I follow/like the brand on social media because, by demographics, September 2014
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- Figure 99: KitchenAid – Activities done – I have researched the brand on social media to, by demographics, September 2014
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- Figure 100: Vitamix – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 101: Vitamix – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
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- Figure 102: Hamilton Beach – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 103: Hamilton Beach – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
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- Figure 104: Hamilton Beach – Activities done – I follow/like the brand on social media because, by demographics, September 2014
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- Figure 105: Hamilton Beach – Activities done – I have researched the brand on social media to, by demographics, September 2014
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- Figure 106: SodaStream – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 107: SodaStream – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
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- Figure 108: Cuisinart – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 109: Cuisinart – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
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- Figure 110: Cuisinart – Activities done – I follow/like the brand on social media because, by demographics, September 2014
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- Figure 111: Cuisinart – Activities done – I have researched the brand on social media to, by demographics, September 2014
- Key social media metrics
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- Figure 112: Key social media metrics, November 2014
- Online conversations
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- Figure 113: Online mentions for select small kitchen appliance brands, by week, Nov. 3, 2013-Nov. 2, 2014
Appendix – Trade Associations
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