Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- Finding the missing buyers
- Putting excitement into small kitchen appliances
- Smaller households
Market in Brief
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- Market contracts in recession
- Competition between retailer and manufacturer brands
- Changing purchase patterns
- Future market growth
Internal Market Environment
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- Key points
- Ownership of small domestic kitchen appliances
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- Figure 1: Trends in ownership of small kitchen appliances, 2007-09
- Pricing
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- Figure 2: Annual changes in consumer prices for major household and small electrical equipment, 2004-09
- Continuing interest in home cooking
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- Figure 3: Interest in cooking and home meal preparation, 2004-09
- Health and convenience
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- Figure 4: Health and convenience in food preparation, 2004-09
- Celebrity chefs
- In-home food market
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- Figure 5: In-home food market growth rates, at constant 2009 prices, 2004-14
- Fashion
- Green retailing
Broader Market Environment
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- Key points
- Recession knocks discretionary spending
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- Figure 6: GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
- Fewer house moves contribute to slow market
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- Figure 7: UK housing market, 2004-08
- Smaller small appliances
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- Figure 8: UK households, by size, 2004-14
- Demographic trends favour specialist appliances
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- Figure 9: Trends in the age structure of the UK population, 2004-14
- Figure 10: Forecast adult population trends, by socio-economic group, 2004-14
- Internet penetration
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- Figure 11: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2004-09
Competitive Context
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- Key points
- Spending on household goods
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- Figure 12: Small kitchen appliances market compared to other household electricals, 2004-08
- Can’t compete on excitement
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Convenience
- Versatility
- Energy efficiency
- Styling
- Cost saving
- Celebrity ranges
- Smaller households
Market Size and Forecast
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- Key points
- Low consumer confidence halts market
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- Figure 13: UK retail volume and value sales of small kitchen appliances, at current and constant 2009 prices, 2004-14
- The future
Segment Performance
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- Key points
- Appliances for food preparation
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- Figure 14: UK retail volume and value sales of small kitchen appliances for food preparation*, at current and constant 2009 prices, 2004-14
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- Figure 15: UK retail volume and value sales of small kitchen appliances for food preparation, at current and constant 2009 prices, by sector, 2005-09
- Kettles
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- Figure 16: UK retail volume and value sales of kettles, at current and constant 2004 prices, and average price paid per unit, 2004-09
- Home food preparation favours low-cost mixers
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- Figure 17: UK retail volume and value sales of food preparation equipment*, at current and constant 2004 prices, and average price paid per unit, 2004-09
- Coffee machines maintain growth
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- Figure 18: UK retail volume and value sales of coffee and tea makers*, at current and constant 2004 prices, and average price paid per unit, 2004-09
- Electrical gadgets hit by recession
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- Figure 19: UK retail volume and value sales of electrical kitchen gadgets, at current and constant 2004 prices, and average price paid per unit, 2004-09
- Appliances for table-top cooking
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- Figure 20: UK retail volume and value sales of table-top cooking appliances*, at current and constant 2009 prices, 2004-14
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- Figure 21: Retail sales of small kitchen appliances for table-top cooking, by sector, by volume and value, 2005-09
- Toasters
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- Figure 22: UK retail volume and value sales of toasters, at current and constant 2004 prices, and average price paid per unit, 2004-09
- Health continues as a theme
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- Figure 23: UK retail volume and value sales of health grills at current and constant 2004 prices, and average price paid per unit, 2004-09
- Niche products hit the buffers
Market Share
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- Key points
- Kettles moving to retailer brands
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- Figure 24: Brand shares in the UK kettles market, by value, 2006-08
- Food preparation premium brands
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- Figure 25: Brand shares in the UK food preparation market*, by value, 2006-08
- Coffee and tea makers
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- Figure 26: Brand shares in the UK coffee and tea makers market*, by value, 2006-08
- Toasters – brands in retreat
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- Figure 27: Brand shares in the UK toasters market, by value, 2006-08
- Deep fat fryers go low fat
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- Figure 28: Brand shares in the UK deep fat fryers market, by value, 2006-08
- Health grills – other brands muscle in
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- Figure 29: Brand shares in the UK health grills market, by value, 2006-08
- Bread makers go mid-market
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- Figure 30: Brand shares in the UK breadmakers market, by value, 2006-08
Companies and Products
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- Figure 31: Brand map of the small kitchen appliances market, 2009
- Major players
- Pulse Home Products (Breville)
- De’Longhi SpA
- De’Longhi UK
- Kenwood
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- Figure 32: Kenwood, financial performance, 2007 and 2008
- Dualit Ltd
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- Figure 33: Dualit Ltd, financial performance, 2007 and 2008
- Groupe SEB
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- Figure 34: Groupe SEB, financial performance 2007 and 2008
- Figure 35: Groupe SEB, half-yearly financial performance, 2008-09
- KitchenAid
- Magimix
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- Figure 36: Magimix UK, financial performance, 2007 and 2008
- Morphy Richards
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- Figure 37: Morphy Richards, financial performance, 2007 and 2008
- Philips
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- Figure 38: Royal Philips, nine months financial performance, 2008 and 2009
- Russell Hobbs
- Other companies
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Brand Elements
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- Key points
- Brand map
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- Figure 39: Attitudes towards and usage of small kitchen appliance brands, September 2009
- Brand qualities of small kitchen appliance brands
- Reliability key to success
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- Figure 40: Personalities of various small kitchen appliance brands, September 2009
- Experience of small kitchen appliance brands
- Mass market brands most used
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- Figure 41: Consumer usage of various small kitchen appliance brands, September 2009
- Brand intentions for small kitchen appliance brands
- Moulinex most considered
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- Figure 42: Consideration of various small kitchen appliance brands, September 2009
- Brand satisfaction for small kitchen appliance brands
- Mass brands top performers
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- Figure 43: Satisfaction with various small kitchen appliance brands, September 2009
- Brand commitment to small kitchen appliance brands
- Kenwood and Tefal most recommended
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- Figure 44: Commitment to various small kitchen appliance brands, September 2009
- Morphy Richards
- What the consumer thinks
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- Figure 45: Attitudes towards the Morphy Richards brand, September 2009
- Breville
- What the consumer thinks
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- Figure 46: Attitudes towards the Breville brand, September 2009
- Russell Hobbs
- What the consumer thinks
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- Figure 47: Attitudes towards the Russell Hobbs brand, September 2009
- De’Longhi
- What the consumer thinks
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- Figure 48: Attitudes towards the De’Longhi brand, September 2009
- Kenwood
- What the consumer thinks
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- Figure 49: Attitudes towards the Kenwood brand, September 2009
Brand Communication and Promotion
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- Key points
- Adspend starting to recover
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- Figure 50: Total main media advertising expenditure on kettles, percolators and coffee makers, and food mixers and processors, 2005-08
- Figure 51: Total main media advertising expenditure on kettles, percolators and coffee makers, and food mixers and processors, January to September 2007-09
- Coffee machines lead advertising spend
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- Figure 52: Main media advertising expenditure on kettles, percolators and coffee makers, 2005-08
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- Figure 53: Main media advertising expenditure on food mixers and processors, by advertiser, 2005-08
- Press takes share from TV
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- Figure 54: Main media advertising expenditure on kettles, percolators and coffee makers, and food mixers and processors, by media type, 2005-08
- Advertising geared to the Christmas market
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- Figure 55: Main media advertising expenditure on kettles, percolators and coffee makers, and food mixers and processors, by quarter, 2008
Channels to Market
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- Key points
- Electrical chains lose share
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- Figure 56: Retail distribution of the uk market for small kitchen appliances, 2007-09
- Supermarkets make more ground
- Argos facing more competition
Purchasing of Small Kitchen Appliances
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- Key points
- Purchase levels stabilise
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- Figure 57: Trends in purchasing of small kitchen appliances, 2007-09
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- Figure 58: Purchase of toasters, by age group, 2009
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- Figure 59: Purchase of food processors, by age group, 2009
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- Figure 60: Purchase of filter coffee makers and espresso machines, by age group, 2009
- Wide range of appliances bought
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- Figure 61: Kitchen appliances bought in last three years, August 2009
- Mature kettles needed
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- Figure 62: Purchase of kettles over the last three years, by age group and gender, August 2009
- Younger consumers aim for ease of preparation
- ABs avoid some appliances
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- Figure 63: Purchase of sandwich makers, toasters, deep fat fryers and slow cookers over the last three years, by socio-economic group, August 2009
- Age polarises buying repertoires
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- Figure 64: Repertoire of kitchen appliances bought in last three years, August 2009
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- Figure 65: Repertoire of kitchen appliances bought in last three years, by age and socio-economic group, August 2009
Source of Purchase
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- Key points
- A three way fight
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- Figure 66: Source of purchase for small kitchen appliances during last three years, August 2009
- Argos and Asda appeal to C2DE consumers
- Many consumers use more than one source
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- Figure 67: Repertoire of sources of purchase for small kitchen appliances, August 2009
Buying Behaviour and Attitudes Towards Small Kitchen Appliances
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- Key points
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- Figure 68: Buying behaviour and attitudes towards small kitchen appliances, August 2009
- Appliances a waste of money
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- Figure 69: Consumers who have appliances they no longer use, by age, August 2009
- Quality and style scores with ABC1 consumers
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- Figure 70: Attitudes towards durability and style, by age and socio-economic group, August 2009
- Space at a premium for old consumers
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- Figure 71: Consumers who think appliances take up too much space, by age and socio-economic group, August 2009
- Mixed attitudes to brands
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- Figure 72: Consumers who consider retailer brands as good quality as manufacturer brands, by gender, socio-economic group and age, August 2009
- Impulse purchases more significant than endorsements
- Internet a major source of information and purchase
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- Figure 73: Consumers who compare prices and buy on the internet, by age and socio-economic group, August 2009
Target Groups
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- Key findings
- Identifying targets
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- Figure 74: Marketing targets for small kitchen appliances, August 2009
- Cautious (16%)
- Practical (21%)
- Brand orientated (22%)
- Apathetic (41%)
Appendix – Internal Market Environment
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- Figure 75: Ownership of small kitchen appliances, by demographics, 2009
- Figure 76: Ownership of small kitchen appliances, by demographics, 2009
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- Figure 77: Annual changes in consumer prices for major household and small electrical equipment, 2004-09
- Figure 78: In-home food market, at current prices, 2004-14
- Figure 79: In-home food market, at 2009 prices, 2004-14
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Appendix – Broader Market Environment
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- Figure 80: Trends in the age structure of the UK population, by gender, 2004-14
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Appendix – Brand Communication and Promotion
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- Figure 81: Main media advertising expenditure on kettles, percolators and coffee makers, and food mixers and processors, by quarter, 2008
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Appendix – Purchasing of Small Kitchen Appliances
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- Figure 82: Purchase of small kitchen appliances, by demographics, 2009
- Figure 83: Purchase of small kitchen appliances, by demographics, 2009
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- Figure 84: Small kitchen appliances bought in last three years, by demographics, August 2009
- Figure 85: Small kitchen appliances bought in last three years, by demographics, August 2009
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- Figure 86: Small kitchen appliances bought in last three years, by demographics, August 2009
- Figure 87: Repertoire of small kitchen appliances bought in last three years, by demographics, August 2009
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- Figure 88: Small kitchen appliances bought in last three years, by repertoire of kitchen appliances bought in last three years, August 2009
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Appendix – Source of Purchase
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- Figure 89: Source of purchase for small kitchen appliances, by demographics, August 2009
- Figure 90: Source of purchase for small kitchen appliances, by demographics, August 2009
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- Figure 91: Repertoire of source of purchase for small kitchen appliances, by demographics, August 2009
- Figure 92: Source of purchase for small kitchen appliances, by repertoire of source of purchase for small kitchen appliances, August 2009
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Appendix – Buying Behaviour and Attitudes Towards Small Kitchen Appliances
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- Figure 93: General attitudes towards small kitchen appliances, by demographics, August 2009
- Figure 94: Buying behaviour when buying small kitchen appliances by demographics, August 2009
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- Figure 95: Motivations for buying small kitchen appliances, by demographics, August 2009
- Figure 96: Internet and buying small kitchen appliances, by demographics, August 2009
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- Figure 97: Consumer typologies for buying small kitchen appliances, by demographics, August 2009
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Appendix – Target Groups
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- Figure 98: Buying behaviour and attitudes, by consumer typologies, August 2009
- Figure 99: Consumer typologies, by small kitchen appliances bought in last three years, August 2009
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- Figure 100: Consumer typologies, by source of purchase for small kitchen appliances, August 2009
- Figure 101: Repertoire of small kitchen appliances bought in last three years, by consumer typologies, August 2009
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- Figure 102: Repertoire of source of purchase for small kitchen appliances, by consumer typologies, August 2009
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