Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Future Opportunities
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- The in-home café
- Baking across the generations
Market in Brief
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- Resilient performance in difficult climate
- Growing interest in cooking boosts market
- Strong innovation from manufacturers
- Widening distribution increases competition
- Wide variation in product usage levels
- Replacement the biggest driver of purchasing
- Ease of use and cleaning high on the agenda
- Strong drivers in place for future growth
Internal Market Environment
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- Key points
- Scope to increase number of appliances owned
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- Figure 1: Trends in ownership of small kitchen appliances, 2009-10
- Growing interest in cooking helps small appliances
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- Figure 2: Agreement with statements on cooking and home meal preparation, 2005-10
- Making life easier with small appliances
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- Figure 3: Agreement with statements on health and convenience in food preparation, 2005-10
- Rising prices a challenge to market
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- Figure 4: Annual changes in consumer prices for major household and small electrical equipment, 2005-10
- Energy efficiency and recycling
Broader Market Environment
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- Key points
- Cautious consumers slow to increase spending
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- Figure 5: GDP, PDI and consumer expenditure, at current prices, 2005-15
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- Figure 6: Number of residential property transactions* (not seasonally adjusted), 2007-10
- More households to drive volume sales
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- Figure 7: UK households, by size, 2005-15
- Catering for the needs of an ageing population
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- Figure 8: Trends in the age structure of the UK population, 2005-15
- Encouraging trading up in small appliances
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- Figure 9: Forecast adult population trends, by socio-economic group, 2005-15
- Internet buying increasing in importance
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- Figure 10: Home internet penetration, 2006-10
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Convenience through speed and multi-functionality
- Café culture in the home
- Increased durability and functionality
- New versions of old products
- Compact appliances for smaller homes
- Focusing on healthy eating
Competitive Context
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- Key points
- Small appliances outperform household sector
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- Figure 11: Comparison of small kitchen appliances with other household markets, 2005-09
- Competition for time spent cooking
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- Figure 12: Time spent on activities at home during a typical week or typical weekend, June 2010
Market Size and Forecast
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- Key points
- Resilient performance in difficult economic climate
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- Figure 13: UK retail volume and value sales of small kitchen appliances, at current and constant 2010 prices, 2005-15
- The future
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- Figure 14: Forecast of UK retail sales of small kitchen appliances, at current prices. 2005-15
- Forecast methodology
Market Segmentation
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- Key points
- Expanding range of styles and price options
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- Figure 15: Segmentation of the UK retail sales of small kitchen appliances, at current prices, 2005-10
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- Figure 16: Estimated breakdown of UK retail sales of small kitchen appliances, by value, 2010
- Kettles
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- Figure 17: UK retail volume and value sales of kettles, at current and constant 2005 prices, and average price paid per unit, 2005-10
- Food preparation equipment
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- Figure 18: UK retail volume and value sales of food preparation equipment*, at current and constant 2005 prices, and average price paid per unit, 2005-10
- Hot beverage makers
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- Figure 19: UK retail volume and value sales of hot beverage makers*, at current and constant 2005 prices, and average price paid per unit, 2005-10
- Electrical gadgets
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- Figure 20: UK retail volume and value sales of electrical kitchen gadgets, at current and constant 2005 prices, and average price paid per unit, 2005-10
- Toasters
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- Figure 21: UK retail volume and value sales of toasters, at current and constant 2005 prices, and average price paid per unit, 2005-10
- Health grills
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- Figure 22: UK retail volume and value sales of health grills at current and constant 2005 prices, and average price paid per unit, 2005-10
- Other products
Market Share
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- Key points
- Kettles
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- Figure 23: Brand shares in UK value sales of kettles, 2007-09
- Food preparation
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- Figure 24: Brand shares in UK value sales of food preparation equipment*, 2007-09
- Toasters
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- Figure 25: Brand shares in UK value sales of toasters, 2007-09
Companies and Products
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- Pulse Home Products (Breville)
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- Figure 26: Pulse Home Products Ltd, financial performance, 2009-10
- De’Longhi
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- Figure 27: De’Longhi SpA, financial performance, 2008-09
- Figure 28: De’Longhi SpA, first six months’ financial performance, 2009-10
- Kenwood
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- Figure 29: Kenwood Ltd, financial performance, 2008-09
- Dualit
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- Figure 30: Dualit Ltd, financial performance, 2008-09
- Groupe SEB
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- Figure 31: Groupe SEB, financial performance, 2008-09
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- Figure 32: Groupe SEB, first six months’ financial performance, 2009-10
- Kitchen Aid
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- Figure 33: Whirlpool Corporation, financial performance, 2008-09
- Figure 34: Whirlpool Corporation, financial performance, 2010-09
- Magimix
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- Figure 35: Magimix UK Ltd, financial performance, 2009
- Morphy Richards
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- Figure 36: Morphy Richards Ltd, financial performance, 2008-09
- Philips
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- Figure 37: Royal Philips Electronics, financial performance, 2008-09
- Russell Hobbs
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- Figure 38: Russell Hobbs Ltd, financial performance, 2008-09
- Other companies
Channels of Distribution
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- Key points
- Arrival of Best Buy increases competition
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- Figure 39: Retail distribution of the uk market for small kitchen appliances, by outlet type, 2007-10
- Argos and the supermarkets are major players
- John Lewis develops ‘at home’ format
- Internet growing in importance to all retailers
Brand Communication and Promotion
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- Key points
- Steep decline in advertising spending
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- Figure 40: Total main media advertising expenditure on small kitchen appliances, by category, 2006-09
- Coffee pod systems dominate advertising
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- Figure 41: Main media advertising expenditure on small kitchen appliances, by advertiser, 2006-09
- Press the preferred choice of media
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- Figure 42: Main media advertising expenditure on small kitchen appliances, by media split, 2006-09
- Promoting small appliances for Christmas
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- Figure 43: Total main media advertising expenditure on small kitchen appliances, by quarter, 2009
Purchasing and Usage of Small Kitchen Appliances
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- Key points
- Kettles and toasters dominate purchasing
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- Figure 44: Trends in purchasing of small kitchen appliances, 2007-10
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- Figure 45: Purchasing of kettles and toasters, by age, 2010
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- Figure 46: Purchasing of small kitchen appliances, by presence of children in household, 2010
- Wide variation in usage levels for appliances
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- Figure 47: Frequency of using small kitchen appliances at home, July 2010
- One in five leave sandwich toasters in the cupboard
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- Figure 48: Small kitchen appliances owned but hardly ever used, July 2010
- Regular use of coffee makers biased to over-45s
- Under-25s neglecting their smoothie makers
- Six in ten adults own seven or more small appliances
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- Figure 49: Number of different small kitchen appliances owned, July 2010
Reasons for Buying Small Kitchen Appliances
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- Key points
- Strongly replacement driven market
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- Figure 50: Reason for buying small kitchen appliances, July 2010
- Attracting first-time buyers to the product
- Looking for something better or buying on impulse
- Making a gift of small kitchen appliances
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- Figure 51: Proportion of items owned that are hardly ever used that were received as a gift, by product, July 2010
Factors Influencing Choice of Small Kitchen Appliances
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- Key points
- Balancing cost and a range of practical benefits
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- Figure 52: Most important factors in choosing brand or make of small kitchen appliances bought, July 2010
- Need for appliances to save people time
- Look of appliance as important as brand name
- Women more engaged with the market
Appendix – Internal Market Environment
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- Figure 53: Ownership of small kitchen appliances – kettles, toasters, filter coffee makers and espresso machines, by demographics, 2010
- Figure 54: Ownership of small kitchen appliances – food processors, electric food mixers, electric liquidisers/blenders/smoothie makers and electric juicers, by demographics, 2010
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- Figure 55: Agreement with statements on interest in cooking and home meal preparation, by demographics, 2010
- Figure 56: Agreement with statements on health and convenience in food preparation, by demographics, 2010
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Appendix – Broader Market Environment
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- Figure 57: Home internet penetration, by demographics, 2010
- Figure 58: Broadband penetration, by demographics, 2004-10
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Appendix – Purchasing and Usage of Small Kitchen Appliances
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- Figure 59: Purchasing of small kitchen appliances kettles, toasters, filter coffee makers and espresso machines, by demographics, 2010
- Figure 60: Purchasing of small kitchen appliances – electric liquidisers/blenders/smoothie makers, food processors, electric food mixers and electric juicers, by demographics, 2010
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- Figure 61: Frequency of use of toaster at home by demographics, July 2010
- Figure 62: Frequency of use of sandwich toaster at home, by demographics, July 2010
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- Figure 63: Frequency of use of steamer at home, by demographics, July 2010
- Figure 64: Frequency of use of slow cooker at home, by demographics, July 2010
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- Figure 65: Frequency of use of deep fat fryer at home, by demographics, July 2010
- Figure 66: Frequency of use of table-top grill at home, by demographics, July 2010
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- Figure 67: Frequency of use of bread maker at home, by demographics, July 2010
- Figure 68: Frequency of use of pressure cooker at home, by demographics, July 2010
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- Figure 69: Frequency of use of kettle at home, by demographics, July 2010
- Figure 70: Frequency of use of coffee make/percolator at home, by demographics, July 2010
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- Figure 71: Frequency of use of juicer at home, by demographics, July 2010
- Figure 72: Frequency of use of smoothie maker at home, by demographics, July 2010
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- Figure 73: Frequency of use of hand-held blender/mixer/whisk at home, by demographics, July 2010
- Figure 74: Frequency of use of blender/mixer at home, by demographics, July 2010
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- Figure 75: Frequency of use of jug blender/liquidiser at home, by demographics, July 2010
- Figure 76: Frequency of use of food processor at home, by demographics, July 2010
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- Figure 77: Repertoire of small kitchen appliances owned, by demographics, July 2010
- Figure 78: Small kitchen appliances owned, by repertoire of small kitchen appliances owned, July 2010
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Appendix – Reasons for Buying Small Kitchen Appliances
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- Figure 79: Reason for buying toaster at home, by demographics, July 2010
- Figure 80: Reason for buying sandwich toaster at home, by demographics, July 2010
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- Figure 81: Reason for buying steamer at home, by demographics, July 2010
- Figure 82: Reason for buying slow cooker at home, by demographics, July 2010
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- Figure 83: Reason for buying deep fat fryer at home, by demographics, July 2010
- Figure 84: Reason for buying table-top grill at home, by demographics, July 2010
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- Figure 85: Reason for buying breadmaker at home, by demographics, July 2010
- Figure 86: Reason for buying pressure cooker at home, by demographics, July 2010
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- Figure 87: Reason for buying kettle at home, by demographics, July 2010
- Figure 88: Reason for buying coffee maker/percolator at home, by demographics, July 2010
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- Figure 89: Reason for buying juicer at home, by demographics, July 2010
- Figure 90: Reason for buying smoothie maker at home, by demographics, July 2010
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- Figure 91: Reason for buying hand-held blender/mixer/whisk at home, by demographics, July 2010
- Figure 92: Reason for buying blender/mixer at home, by demographics, July 2010
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- Figure 93: Reason for buying jug blender/liquidiser at home, by demographics, July 2010
- Figure 94: Reason for buying food processor at home, by demographics, July 2010
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- Figure 95: Proportion of items owned that are hardly ever used, by reason for buying each product, July 2010
- Figure 96: Proportion of items owned that are hardly ever used, by reason for buying each product, July 2010
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Appendix – Factors Influencing Choice of Small Kitchen Appliances
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- Figure 97: Most popular factors in choosing brand or make of small kitchen appliances bought, by demographics, July 2010
- Figure 98: Next most popular factors in choosing brand or make of small kitchen appliances bought, by demographics, July 2010
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- Figure 99: Most important factors in choosing brand or make of small kitchen appliances bought, by repertoire of small kitchen appliances owned, July 2010
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