Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Food preparation
- Beverage preparation
- Food cooking
- Data sources
- Sales and shipment data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Busted housing market slowing growth
- Consumers cutting back on food and drink away-from-home
- Coffee house sales drop as consumers cut back on expenses
- Consumers save money by cooking at home
- Cooking appliances carry nearly half of shipments
- Slow cookers gaining steam
- Wal-Mart carries more than half of sales
- Homeownership and time spent cooking drives sales
- Age, lifestage, and income impact ownership
- Consolidation in supply structure
- Brands defined by time-savings, nostalgia, design, gourmet cooking, and healthy living
- Grills, ovens, processors, rice, bread, and juice top of mind
- POP is the most important arena for communication
- Product selection
- Gifting, cleaning, and space issues
- Delivering faster, larger toaster ovens
- Opportunities in espresso
Fast Forward Trends
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- Trend 1: Going Green
- Promoting “green” and energy-saving products
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- Figure 1: Attitudes towards green cooking, August 2008
- Imagining the kitchen of the future
- Trend 2: Form over Function
- Design has appeal, especially to those under 35
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- Figure 2: Attitudes towards design, by age, August 2008
- Replacing an entire set at marriage, home renovation, or home purchase
- Trend 3: The Death and Rebirth of Retail
- Supplier showcase stores
Insights and Opportunities: Life Events
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- Key points
- Buying a home still a key time to target SKA consumers
- Newlyweds major buyers of SKAs
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- Figure 3: Purchasing of small kitchen appliances, by marriage in the past 12 months, February 2007-March 2008
Insights and Opportunities: Four Pillars of Messaging
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- Saving money
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- Figure 4: Cooking at home to save money, by gender, August 2008
- Healthy diets and weight loss
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- Figure 5: Attitudes towards diet and weight, by gender, August 2008
- SKAs make cooking new dishes fun and easy
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- Figure 6: Interest in cooking as an enjoyable activity, by gender, August 2008
- SKAs save time and effort
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- Figure 7: Attitudes towards saving time cooking, by gender, August 2008
- Applying messaging to distinct targets
- Sales to large households may stave off declines in poor economy
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- Figure 8: Attitudes towards finance, cooking and diet, by household size, August 2008
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- Figure 9: Clusters, by household size, August 2008
- At high end, focus on healthy diet, new dishes and chef recommendations
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- Figure 10: Attitudes towards finance, cooking and diet, by household income, August 2008
- Marketing to under-35s should highlight saving time and cooking for fun
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- Figure 11: Attitudes towards finance, cooking and diet, by age, August 2008
Insights and Opportunities: The non-traditional household
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- Key points
- Just mom and me
- Single moms are gadgeteers
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- Figure 12: Clusters, by household characteristics, August 2008
- Single men
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- Figure 13: Both owns and uses small household apppliances, by gender, August 2008
- Gay weddings
Market Size and Forecast
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- Key points
- Drop in housing market and recession drive down sales in 2007 and 2008
- Competition from imports has limited sales growth for review period
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- Figure 14: Total U.S. sales and forecast of small kitchen appliances at current prices, 2003-13
- Figure 15: Total U.S. sales and forecast of small kitchen appliances at inflation adjusted prices, 2003-13
- Shipment data show increase in coffeemaker sales 2007-08
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- Figure 16: Total U.S. shipments and forecast of small kitchen appliances, in units, 2003-08
Competitive Context
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- Key points
- Coffee houses see sales drop as consumers cut back on expenses
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- Figure 17: Attitudes towards coffee houses, August 2008
- Consumers seek to eat out less and save money by cooking at home
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- Figure 18: attitudes towards finance, August 2008
Segment Performance
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- Key points
- Strongest growth in 2007 in coffee products
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- Figure 19: U.S. shipments and forecast of small kitchen appliances, by segment, 2003-13
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- Figure 20: U.S. shipments of small kitchen appliances, by segment and product, 2006 and 2007
- Ownership shows overall stability 2001-08
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- Figure 21: Trends in ownership of small kitchen appliances, September 2001-November 2007
Segment Performance—Food Preparation Devices
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- Key points
- Shipments
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- Figure 22: Shipments of food preparation appliances, 2003-08
- Food preparation sub-segments
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- Figure 23: U.S. shipments of small food preparation kitchen appliances, by product, 2006 and 2007
Segment Performance—Cooking Devices
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- Key points
- Shipments
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- Figure 24: Shipments of small cooking appliances, 2003-08
- Cooking devices sub-segmentation
- Toasters/waffle/sandwich makers: Toasters remain dominant product
- Grills/cookers/fryers: Fryers and slow cookers drive growth
- Bread cookers drop, while rice cookers increase
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- Figure 25: U.S. shipments of small kitchen cooking appliances, by product, 2006 and 2007
Segment Performance—Beverage Devices
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- Key points
- Shipments
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- Figure 26: U.S. units and forecast of beverage-making appliance shipments, 2003-08
- Beverage sub-segments
- Drip dominates, espresso makers gaining steam
- Extractors growing fast
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- Figure 27: U.S. unit shipments of beverage SKAs, by product, 2006 and 2007
Retail Channels
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- Key points
- Distribution of coffeemakers, toasters, blenders, and food processors
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- Figure 28: U.S. retail distibution share of $ sales of selected SKAs, by channel, 2007
- Focus on specialty retailers
Market Drivers: Time spent cooking
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- Key points
- Women and larger households spend more time cooking
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- Figure 29: Hours spent per week preparing food, August 2008
Market Drivers: Macroeconomics
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- Key points
- Recession a mixed bag for SKAs
- Homeownership drives SKA ownership
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- Figure 30: Ownership of small kitchen appliances, by ownership of residence, February 2007-March 2008
- Buying homes and making improvements spur SKA purchasing
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- Figure 31: SKAs purchased in past 12 months, by purchase of home and home improvements, February 2007-March 2008
- Home sales tumbled in 2007 and continue to fall in 2008
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- Figure 32: Sales of new and existing homes, 2002-07
- Figure 33: Seasonally adjusted annual rates for the sales of new and existing homes, Jan-August 2008
- Home renovations fell in 2007
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- Figure 34: Expenditures for residential maintenance & repair and improvements, 2002-07
Market Drivers: Age and Household Characteristics
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- Key points
- Under 35s acquiring more new SKAs
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- Figure 35: Purchasing of small kitchen appliances, by age, February 2007-March 2008
- Ownership increases with age as households accumulate SKAs
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- Figure 36: Small kitchen appliance ownership, by age, February 2007-March 2008
- 25-54s centerpiece of the market
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- Figure 37: Households and share of small kitchen appliance purchases, by age, 2008-13
- SKA ownership jumps in households of 2+ members
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- Figure 38: Small kitchen appliance ownership, by househld size, February 2007-March 2008
- Married couples should be target for SKA sales
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- Figure 39: Small kitchen appliance ownership, by marital status, February 2007-March 2008
Driver: Household Income
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- Key points
- Income drives ownership of SKAs
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- Figure 40: Small kitchen appliance ownership, by household income, february 2007-March 2008
- $100K+ buy more high-end SKAs and gift SKAs
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- Figure 41: Spend and gift purchasing, by household income, August 2008
- Stylish, high-quality SKAs attract high-end buyers
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- Figure 42: SKA attitudes—appearance, value and retro design, by household income, August 2008
Leading Companies
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- Key points
- Overall consolidation of market, driven by competition from imports
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- Figure 43: Sales of leading small kitchen appliance companies, 2006 and 2007
Brand Qualities
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- Key points
- Jarden
- Crock-Pot
- Mr. Coffee
- Rival
- Sunbeam
- Oster
- VillaWare
- NAACO (Hamilton Beach)
- Hamilton Beach
- Proctor Silex
- National Presto
- Salton
- Farberware
- George Foreman
- Beyond
- Breadman
- Juiceman
- Melitta
- Russell Hobbs
- Toastmaster
- Black & Decker
- Brands from other manufacturers
- Cuisinart (Conair)
- Braun (Procter & Gamble)
- KitchenAid (Whirlpool)
- Bosch
Innovation and Innovators
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- Multi-function machines
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- Figure 44: Back to basics Egg N’Muffin machine
- Cordless technology
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- Figure 45: Bosch’s MIXXO
- Versatile products, flexible sets
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- Figure 46: Bosch’s Tassimo Silver, Crock-Pot’s versawear, Sunbeam’s kitchen assistant
- “Smart” products
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- Figure 47: The Beyond breadmaker
- Products that improve functions
Advertising and Promotion
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- Traditional media including TV, print and newspaper advertising
- Supplier websites
- Infomercials and in-store demonstrations
- Celebrity endorsements, spokesmen and chef-developed lines
- TV ads
- Cuisinart: The Griddler
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- Figure 48: Cuisinart the griddler ad
- Cuisinart: Grind & Brew Coffee Maker
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- Figure 49: Cuisinart Grind & Brew Thermal Coffee Maker ad
- Sunbeam RocketGrill
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- Figure 50: Sunbeam RocketGrill ad
- Krups Heineken Bartender
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- Figure 51: Krups Heineken Bartender ad
- Hamilton Beach: Slow cooker
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- Figure 52: Hamilton Beach slow cooker ad
- Keurig: Single-Cup Brewing System
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- Figure 53: Keurig Single-cup Brewing System ad
Ownership, Purchase and Usage in Mintel Sample
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- Key points
- The Primary Shopper
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- Figure 54: Main person in charge of SKA purchase, by gender, age, household income, presence of children, and size of household, September 2008
- Ownership, purchase and usage
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- Figure 55: Ownership, use, purchasing and interest in purchasing of SKAs, August 2008
Motivations to Purchase
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- Key points
- Replacement #1 reason for buying, POP messaging should be prioritized
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- Figure 56: Reasons for purchase of SKAs, by gender, August 2008
- Larger households seek more features and products on sale
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- Figure 57: Reasons for SKA purchase, by size of household, August 2008
The Purchase Process
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- Key points
- In-store advertising central to marketing of SKAs
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- Figure 58: Research before purchasing SKA, by age, August 2008
- Upper income respondents do more research
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- Figure 59: Source of information before purchasing SKA, by household income, August 2008
- Product choice—the role of brand recognition, price, appearance
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- Figure 60: Brand, style and price considerations for SKAs, by age, August 2008
- High-end, high style for upper income buyers
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- Figure 61: brand, style and price considerations of SKAs, by household income, August 2008
- Style matters more for women, but men may pay more
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- Figure 62: SKA attitudes—appearance, brand, value and retro design, by gender, August 2008
- Gift-giving, cleaning and having room for SKAs
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- Figure 63: SKA attitudes—gifts, cleaning and space, by gender, August 2008
Toasters, Microwaves, and Multifunction Products
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- Key points
- Under-35s most likely to prefer toaster ovens and want faster models
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- Figure 64: Attitudes towards toaster ovens, by age, August 2008
- High-income respondents interested in faster toasting
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- Figure 65: Attitudes towards toaster ovens, by household income, August 2008
- Combination products need qualities beyond dual functionality
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- Figure 66: Attitudes towards combination appliances, August 2008
Capitalizing on Cutbacks in Coffee House Purchasing
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- Key points
- Consumers cutting back on coffeehouse drinks
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- Figure 67: Attitudes towards coffee, by age, August 2008
- Opportunities in espresso
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- Figure 68: Attitudes towards coffee-making appliances, by household income, August 2008
Race and Ethnicity
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- Key points
- Whites and Asians show highest overall SKA ownership
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- Figure 69: SKA ownership, by ethnicity/Hispanic origin, February 2007-March 2008
- Minorities less likely to be replacing a broken appliance
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- Figure 70: Reasons for SKA purchase, by ethnicity/Hispanic origin, November 2006
- Little difference in research activities
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- Figure 71: Research before purchasing SKA, by ethnicity/Hispanic origin, August 2008
- Figure 72: Amount spent, buying used and being main person to buy SKA, by ethnicity/Hispanic origin, August 2008
- Importance of style greater for Hispanics and Blacks
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- Figure 73: Brand recognition, style and price considerations, by ethnicity/Hispanic origin, August 2008
- Attitudes of English-language online Hispanics support promoting diet-friendly SKAs
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- Figure 74: Attitudes towards cooking and diet, by ethnicity/Hispanic origin, August 2008
- Hispanics show most positive attitudes towards toaster ovens
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- Figure 75: Attitudes towards toaster ovens, by ethnicity/Hispanic origin, August 2008
- Hispanics a target for espresso/cappuccino makers
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- Figure 76: Attitudes towards coffee, by ethnicity/Hispanic origin, August 2008
Cluster Analysis
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- Overview
- Lightweights
- Reluctant Users
- Gadgeteers
- Survey responses by clusters
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- Figure 77: Clusters, August 2008
- Figure 78: SKAs owned and used, by clusters, August 2008
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- Figure 79: Reason for purhase of most recently acquired SKA*, by clusters, August 2008
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- Figure 80: Research process, by clusters, August 2008
- Figure 81: Factors in SKA product selection, August 2008
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- Figure 82: Average hours spent cooking, by clusters, August 2008
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- Figure 83: General attitudes toward SKAs, by clusters, August 2008
- Figure 84: Attitudes to toaster ovens, slow cookers, and microwaves, by clusters, August 2008
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- Figure 85: Attitudes regarding SKA beverage machines, August 2008
- Figure 86: Attitudes towards diet, cooking for fun, August 2008
- Cluster demographics
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- Figure 87: Clusters, by age groups, August 2008
- Figure 88: Clusters, by household income, August 2008
- Figure 89: Clusters, by ethnicity, August 2008
- Methodology
Custom Consumer Groups
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- Key points
- High-income Asians
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- Figure 90: Ownership of SKAs among households with incomes of $75K+, by ethnicity/Hispanic origin, February 2007-March 2008
- Whites and Asians under 35 show strong ownership
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- Figure 91: SKA ownership by 18-34s, by ethnicity/Hispanic origin, february 2007-March 2008
- Those who cook more, cook for fun, seek cost-saving products and seek chef-recommended products all want more SKAs
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- Figure 92: Interest in acquisition of SKAs, by time spent cooking, main person making purchase, cooking for fun, interest in chef-recommended products, and SKAs that save money, August 2008
- Those seeking chef-recommended products the prize of the market
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- Figure 93: Reason for purchase of SKAs, by time spent cooking, main person making purchase, cooking for fun, interest in chef-recommended products, and SKAs that save money, August 2008
- Those seeking chef-recommended products seek style and give SKAs as gifts
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- Figure 94: Intention to purchase SKAs, by time spent cooking, main person making purchase, cooking for fun, interest in chef-recommended products, and SKAs that save money, August 2008
- Chef-approved high-end toaster-ovens warranted
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- Figure 95: Attitudes toward toaster ovens, by time spent cooking, main person making purchase, cooking for fun, interest in chef-recommended products, and SKAs that save money, August 2008
- Strong market for high-end espresso makers
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- Figure 96: Interest in coffee SKAs, by time spent cooking, main person making purchase, cooking for fun, interest in chef-recommended products, and SKAs that save money, August 2008
Appendix: Other Useful Consumer Tables
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- Ownership by household income
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- Figure 97: SKA ownership, by househld income, February 2007-March 2008
- Toasters don’t replace desire for larger ovens
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- Figure 98: Attitudes towards toaster ovens, by gender, August 2008
- Only marginal shift in purchasing from 2001-08
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- Figure 99: Trends in purchasing of SKAs, September 2000-March 2008
- Ownership and use by age, income, ethnicity
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- Figure 100: Both owns and uses SKAs, by age, August 2008
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- Figure 101: Both owns and uses SKAs, August 2008
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- Figure 102: Both owns and uses SKAs, August 2008
- Reasons for purchasing SKAs by age and income
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- Figure 103: Reasons for small kitchen appliance purchase, by age, August 2008
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- Figure 104: Reasons for SKA purchase, by household income, August 2008
- Attitudes towards SKAs—gifts, cleaning and space—by age
Appendix: Trade Associations
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