Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales and shipment data
- Consumer survey data
- Advertising videos
- Abbreviations and terms
Executive Summary
-
- Recession caused only small declines in 2008-09; small recovery warranted
- Cutbacks in coffee shop purchases and increased at-home cooking prevent bigger declines
- Three major segments all see shipments drop in 2008
- Other trends in the major segments
- Mass merchandisers strengthen position as primary SKA retail channel
- Recession and housing hold down SKA sales
- Green living and wedding trends limit recessionary damage
- Four major suppliers, with the largest showing sales declines in 2008-09
- Brand qualities vary with price, product type and target consumer group
- Innovations integrated into range of new products
- Advertising activity is action-oriented and predictable
- Trended data show limited changes in SKA ownership
- Younger consumers and larger HHs buy more SKAs
- Replacing old appliance tops motivations to purchase SKA
- Purchase process: prior to purchase and in-store considerations
- Amount of time spent cooking
- Attitudes related to cooking and saving money
- Attitudes related to space, gift giving, cleaning and style
- Toasters and microwaves
- Race/Hispanic origin: Asians stand out as key SKA users and buyers
Insights and Opportunities
-
- Consumers economizing and cooking more at home offer opportunities
- Complexity of meals prepared offers insight into who to target with SKAs
-
- Figure 1: Changes in cooking patterns and appliance use for those eating in/at home more, July 2009
- Putting emphasis on energy-saving SKAs and developing “green” product lines and marketing strategies
Inspire Insights
-
- Make Your Neighbor Cook for You
- Tapping into the Community
- Atsuko’s Kitchen: Resilience Recipes
- Empowered through learning
- Rise of the Screenager
- What's it about?
- What we've seen
- Specifics
- Implications
- Touchscreen Cooking
- Braining up the kitchen
Market Size and Forecast
-
- Key points
- Sales growth limited by recession, downward price pressure, competition from imports
-
- Figure 2: Total U.S. sales and forecast of small kitchen appliances, at current prices, 2004-14
- Figure 3: Total U.S. sales and forecast of small kitchen appliances, at inflation-adjusted prices, 2004-14
- Drop in shipments seen in 2008
-
- Figure 4: Total U.S. shipments of small kitchen appliances, in units, 2003-08
Competitive Context
-
- Key points
- Consumers increase at-home brewing to reduce coffeehouse expenditures
-
- Figure 5: Drinking more coffee at home, February 2009
- Consumers eating out less and cooking at home more
-
- Figure 6: Cooking more at home, October 2009
Overall Segment Performance
-
- Key points
-
- Figure 7: U.S. shipments of small kitchen appliances, by segment, 2003-08
-
- Figure 8: U.S. shipments of small kitchen appliances, by segment and product, 2007 and 2008
Segment Performance—Food Preparation Devices
-
- Key points
-
- Figure 9: Shipments of food preparation appliances, 2003-08
- Figure 10: U.S. shipments of small food preparation kitchen appliances, by product, 2007 and 2008
Segment Performance—Cooking Devices
-
- Key points
-
- Figure 11: Shipments of small cooking appliances, 2003-08
-
- Figure 12: U.S. shipments of small kitchen cooking appliances, by product, 2007 and 2008
Segment Performance—Beverage Devices
-
- Key points
-
- Figure 13: U.S. units and forecast of beverage-making appliance shipments, 2003-08
-
- Figure 14: U.S. unit shipments of beverage SKAs, by product, 2007 and 2008
Retail Channels
-
- Key points
-
- Figure 15: U.S. retail distribution share of SKAs, by channel, 2009
Market Drivers
-
- Key points
- With downturn, consumers hold off on discretionary expenditures
- Consumer confidence drops with limited improvements in 2009
-
- Figure 16: University of Michigan’s Index of Consumer Sentiment (ICS), by quarter, 2001-09
- Figure 17: University of Michigan’s Index of Consumer Sentiment (ICS), by month, January-November 2009
- Consumers cut back on “replacements” and discretionary purchases
- Consumers report economizing by limiting “replacements” and discretionary purchases
-
- Figure 18: Changes or plans to change spending to save money, March 2009
- Some opportunities for SKAs created by the broader downturn
- The SKA market and its relationship to the housing market
- Home ownership leads to higher SKA ownership
-
- Figure 19: Ownership of small kitchen appliances, by home owners/renters, April 2008-June 2009
- Purchasing a home and remodeling a kitchen propel SKA purchasing
-
- Figure 20: SKAs purchased in past 12 months, by purchase of home and home improvements, April 2008-June 2009
- Slowdown in housing market a negative driver
-
- Figure 21: Sales of new and existing homes, 2003-08
- Some improvements seen in housing sales in 2009
-
- Figure 22: Sales of new and existing homes, by month, January-October 2009
- “Green living” and “slow food” movements shape interest in healthy living and energy conservation
- Energy efficiency can be key “green” feature for SKAs
-
- Figure 23: Interest in energy-saving cooking methods, October 2009
-
- Figure 24: Energy used and cost of cooking a casserole for different appliance types, 2009
- Marriage and weddings drive flurry of SKA buying and giving
-
- Figure 25: SKAs purchased in past 12 months, by married in the past 12 months, April 2008-June 2009
Leading Companies
-
- Key points
- 2007-08 sales figures from the four largest SKA suppliers
-
- Figure 26: Sales of leading small kitchen appliance companies, 2007 and 2008
- Profiles and financial information of major suppliers
- Jarden
- NACCO (Hamilton Beach)
- National Presto
- Salton
- Other significant U.S. suppliers
- Conair (Cuisinart)
- Whirlpool (KitchenAid)
Brand Qualities
-
- Key points
- Jarden
- Crock-Pot
- Mr. Coffee
- Oster
- Rival
- Sunbeam
- NACCO (Hamilton Beach)
- Proctor Silex
- National Presto
- Salton
- Farberware
- George Foreman
- Breadman
- Juiceman
- Russell Hobbs
- Toastmaster
- Black & Decker/Spacemaker
- Brands from other major manufacturers
- Cuisinart (Conair)
- KitchenAid (Whirlpool)
Innovation and Innovators
-
- Key innovations in 2008-09 include
- Conair (Cuisinart, Waring)
- Cuisinart introduces new Elite Collection Food Processors
- Waring Pro expands reach into less conventional products
- Jarden
- Crock-Pot Trio as “recession busting” appliance
- Margaritaville: New cordless blender model
- Mr. Coffee Frappe machine promises coffeehouse results
- NACCO—Hamilton Beach Brands
- Hamilton Beach—appliances with unique, convenient features as part of its “good thinking” campaign
- Salton
- New Spacemaker products offer elegant looks, added features and innovative website
- Whirlpool’s KitchenAid launches 90th anniversary stand mixer and new blenders
- Other suppliers—European, specialty and niche
- De’Longhi offers elegant new products including broiler, slow cooker and gelato maker
- Fagor—multi-cooker offers great flexibility and versatility
- IMUSA launches “New Generation” of small kitchen appliances targeting Hispanic Americans
- Sharper Image develops a new line of SKAs with a modern, sleek look
- SodaStream promotes home soda makers as green, eco-friendly products
- Vita-Mix launches new series and upgrades CIA Professional Series
- Innovations in coffeemakers
- Keurig expands K-Cup offerings and establishes licensing deal with Cuisinart
- Krups introduces new single-cup coffeemakers and other products
- Jura-Capresso offers high-end innovations
- IMUSA introduces espresso makers
- Nespresso launches chic, exclusive Citiz machines using “coffee capsules”
Advertising and Promotion
-
- Key points
- Select TV ads show major themes and new product offerings
- Cuisinart ads showcase versatility and specific product features
-
- Figure 27: Cuisinart Elite Food Processor, 2009
-
- Figure 28: Cuisinart Vertical Rotisserie, 2009
- Hamilton Beach ads highlight innovative features in humorous series
-
- Figure 29: Hamilton Beach BrewStation, 2008
- Single-serve coffee systems: Bosch’s Tassimo and Keurig’s K-Cups
-
- Figure 30: Keurig Premium Coffee System, 2009
-
- Figure 31: Bosch Tassimo, 2009
- Margaritaville ad takes SKA out of the kitchen and into the street
-
- Figure 32: Margaritaville Concoction Maker, 2009
- Other marketing and advertising approaches
- Sponsorships and partnerships with cooking shows; branding by celebrity chefs
- Alliances and promotions with retailers
- Special promotions related to limited edition products and charities
- Innovative use of the internet and new technologies
Ownership, Usage, and Purchasing Interest for Small Kitchen Appliances
-
- Key points
- Trended ownership from 2000-08
-
- Figure 33: Trended ownership of small kitchen appliances, 2000/01-2007/08
- Ownership highest for basic SKAs, more specialized products draw interest for future purchase
-
- Figure 34: Ownership, use, and purchasing interest for SKAs, October 2009
- Age drives interest in buying new SKAs
-
- Figure 35: Purchasing interest for SKAs, by age, October 2009
- HHs with five or more members show strong interest in buying new SKAs
-
- Figure 36: Purchasing interest for SKAs, by household size, October 2009
Motivations to Purchase
-
- Key points
- Replacement is main reason for buying, especially for older buyers
-
- Figure 37: Reasons for purchase of SKAs, by age, October 2009
- Women more likely to play central role in buying SKAs
-
- Figure 38: Reasons for purchase of SKAs, by gender, October 2009
The Purchase Process
-
- Key points
- SKA buyers undertake limited research prior to purchase
-
- Figure 39: Research undertaken when preparing to buy a SKA, October 2009
- Upper-income HHs undertake more research
-
- Figure 40: Research undertaken when preparing to buy a SKA, by household income, October 2009
- POP marketing important as a third select their SKA in the store
-
- Figure 41: In-store purchase process of a SKA, by age, October 2009
- Higher-income HHs spend more and seek known brands
-
- Figure 42: In-store purchase process of a SKA, by household income, October 2009
Time Spent Cooking Food at Home
-
- Key points
- Women and older respondents spend the most time cooking
-
- Figure 43: Average time spent cooking food at home, by gender and age, October 2009
- Larger HHs spend more time cooking at home
-
- Figure 44: Average time spent cooking food at home, by household size, October 2009
Attitudes towards Cooking, Dieting and Appliances
-
- Key points
- Strong interest in healthy living, saving money and energy conservation
-
- Figure 45: Attitudes towards cooking, dieting, and appliances, by gender, October 2009
- Larger HHs cook at home to save money, show greater interest in new dishes
-
- Figure 46: Attitudes towards cooking, dieting, and appliances, by household size, October 2009
Attitudes Related to Value, Space, Cleaning and Design
-
- Key points
- Women show greater concern with look of appliance and the space taken
-
- Figure 47: SKA attitudes—appearance, brand, value and retro design, by gender, October 2009
- Attitudes related to value, space, ease of cleaning and design vary with age
-
- Figure 48: SKA attitudes—appearance, brand, value and retro design, by age, October 2009
Toasters, Microwaves and Multifunction Products
-
- Key points
-
- Figure 49: Attitudes towards toaster ovens and microwaves, by age, October 2009
Attitudes towards Coffee and Other Beverages
-
- Key points
-
- Figure 50: Attitudes towards coffee, by age, October 2009
Race and Hispanic Origin
-
- Key points
- Race/Hispanic origin shapes significant variations in ownership
-
- Figure 51: Ownership, use, and purchasing interest for SKAs, by race/Hispanic origin, October 2009
- Blacks and Asians report strong interest in buying more SKAs
-
- Figure 52: Purchasing interest for SKAs, by race/Hispanic origin, October 2009
- Asians show attitudes supporting their strong SKA ownership
-
- Figure 53: Reasons for purchase of SKAs, by race/Hispanic origin, October 2009
-
- Figure 54: Research undertaken when preparing to buy a SKA, by race/Hispanic origin, October 2009
- Asians seek economical products, shop multiple stores
-
- Figure 55: In-store purchase process of SKA, by race/Hispanic origin, October 2009
- Asians show highest interest in energy-saving cooking; positive attitudes towards toaster ovens
-
- Figure 56: Attitudes towards toaster ovens and microwaves, by race/Hispanic origin, October 2009
- Asians report strong cutback in coffeehouses
-
- Figure 57: Attitudes towards coffee, by race/Hispanic origin, October 2009
Cluster Analysis
-
- Enthusiasts
- Barely Interested
- Disinterested
- Cluster characteristics
-
- Figure 58: Small kitchen appliance clusters, October 2009
- Figure 59: Reasons for purchase of SKAs, by small kitchen appliance clusters, October 2009
-
- Figure 60: Research when preparing to buy SKA, by small kitchen appliance clusters, October 2009
- Figure 61: Attitudes towards cooking, dieting, and appliances, by small kitchen appliance clusters, October 2009
- Cluster demographics
-
- Figure 62: Small kitchen appliance clusters, by gender, October 2009
- Figure 63: Small kitchen appliance clusters, by age, October 2009
- Figure 64: Small kitchen appliance clusters, by household income, October 2009
-
- Figure 65: Small kitchen appliance clusters, by race, October 2009
- Figure 66: Small kitchen appliance clusters, by Hispanic origin, October 2009
- Cluster methodology
Custom Consumer Groups
-
- Key points
- Moms own and use more SKAs
-
- Figure 67: Owns and uses small kitchen appliance—females with and without children, October 2009
- Moms interested in buying more SKAs
-
- Figure 68: Purchasing interest for SKAs—females with and without children, October 2009
- Moms less likely to be replacing old product, drawn to sales
-
- Figure 69: Reasons for purchase of SKAs—females with and without children, October 2009
- Moms spend more time cooking
-
- Figure 70: Average time spent cooking food at home—females with and without children, October 2009
- Moms want to save money cooking, also cook more for fun and seek new dishes
-
- Figure 71: Attitudes towards cooking, dieting, and appliances—females with and without children, October 2009
- Women aged 18-34 cook more and seek greater range of SKAs
-
- Figure 72: Purchasing interest for SKAs—18-34s, by gender, October 2009
- Women aged 18-34 show strong interest in cooking for fun and chef-recommended products
-
- Figure 73: Attitudes towards cooking, dieting, and appliances—18-34s, by gender, October 2009
- Interest in buying different SKAs vary among 18-34s by race/Hispanic origin
-
- Figure 74: Purchasing interest for SKAs—18-34s, by race/Hispanic origin, October 2009
Appendix: Other Useful Consumer Tables
-
- Households of five or more people undertake more research
-
- Figure 75: Research undertaken when preparing to buy a SKA, by household size, October 2009
Appendix: Trade Associations
Back to top