Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Consumer spending on small kitchen appliances, 2006-16
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- Figure 2: Consumer spend on small kitchen appliances, by type, 2007 and 2011 (est)
- Market factors
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- Figure 3: Ownership of selected small kitchen appliances, 2011
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- Figure 4: Ownership of coffee filter machines and espresso machines, by age and socio-economic group, 2011
- Companies, brands and innovation
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- Figure 5: Brand shares in UK value sales of kettles, 2011 (est)
- Figure 6: Brand shares in UK value sales of toasters, 2011 (est)
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- Figure 7: Brand shares in UK value sales of food preparation appliances, 2011 (est)
- The consumer
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- Figure 8: Households purchasing small kitchen appliances, selected items, 2007 and 2011
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- Figure 9: Repertoire of ownership of small kitchen appliances, September 2011
- Figure 10: Factors affecting choice of small kitchen appliances, by gender, September 2011
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- Figure 11: Shopping for small kitchen appliances, September 2011
- Typologies
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- Figure 12: Customer typologies, by attitudes towards cooking, September 2011
- What we think
Issues in the Market
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- How has innovation helped to boost demand for small kitchen appliances?
- Which small kitchen appliances are most and least used by consumers?
- What are the key factors influencing consumer choices?
- How much does cooking style influence demand?
- How much online shopping is there for small cooking appliances?
Future Opportunities
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- Make it Mine
- Prepare for the Worst
Internal Market Environment
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- Key points
- Kettles and toasters widely owned
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- Figure 13: Trends in ownership of small kitchen appliances, 2009-11
- Kettle and toaster ownership waning
- Scope to increase ownership of many other appliances
- Hot drinks at home
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- Figure 14: Ownership of coffee filter machines and espresso machines, by age and socio-economic group, 2011
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- Figure 15: UK consumption of coffee, February 2011
- Easier cooking with small appliances
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- Figure 16: Agreement with statements on health and convenience in food preparation, 2007-11
- Rising prices
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- Figure 17: Consumer Price Indices for household appliances, 2008-11
- Environmental issues
Broader Market Environment
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- Key points
- Explosion of broadband
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- Figure 18: Broadband penetration, 2006-11
- Figure 19: Selected electronic products/services have at home, 2009-11
- Saving more in hard times
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- Figure 20: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
- Three million more homes drive demand
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- Figure 21: UK households, by size, 2006-16
- Age trends within the population
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- Figure 22: Trends in the age structure of the UK population, 2006-16
- Premiumisation within small kitchen appliances
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- Figure 23: Forecast adult population trends, by socio-economic group, 2006-16
- Consumer spending
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- Figure 24: Consumer spending, small household electrical appliances*, 2006-10
Competitive Context
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- Key points
- How sales of small kitchen appliances compare
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- Figure 25: Comparison of consumer spend on small kitchen appliances with other household markets, 2007-11
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Innovative products
- New cooking trends
- New colours and limited editions
- Saving energy
- Premium lines
- Healthier eating
- Vintage style
- Innovative coffees
- Compact coffee machines
- Innovative functions
Market Size and Forecast
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- Key points
- Strong sales, despite economic squeeze
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- Figure 26: UK retail value sales of small kitchen appliances, at current and constant 2011 prices, 2006-16
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- Figure 27: UK retail value sales of small kitchen appliances, at current prices, 2007 and 2011
- The future
- Forecast
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- Figure 28: Consumer spending on small kitchen appliances, 2006-16
- Hot beverage makers will set the pace
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- Figure 29: Consumer spending on small kitchen appliances, by segment, 2006-16
Market Segmentation
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- Key points
- Demand eases in 2011
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- Figure 30: UK retail value sales of small kitchen appliances, at current prices, 2007-11
- Explosion of choice
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- Figure 31: Estimated breakdown of sales of small kitchen appliances, by value, 2011 (est)
- Kettles
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- Figure 32: UK retail volume and value sales of kettles, at current and constant 2011 prices, and average price paid per unit, 2006-11
- Food preparation equipment
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- Figure 33: UK retail volume and value sales of food preparation equipment*, at current and constant 2011 prices, and average price paid per unit, 2006-11
- Hot beverage makers
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- Figure 34: UK retail volume and value sales of hot beverage makers*, at current and constant 2011 prices, and average price paid per unit, 2006-11
- Electrical gadgets
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- Figure 35: UK retail volume and value sales of electrical gadgets*, at current and constant 2011 prices, and average price paid per unit, 2006-11
- Toasters
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- Figure 36: UK retail volume and value sales of toasters, at current and constant 2011 prices, and average price paid per unit, 2006-11
- Health grills
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- Figure 37: UK retail volume and value sales of health grills, at current and constant 2011 prices, and average price paid per unit, 2006-11
- Other products
Market Share
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- Key points
- Brand shares of kettles
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- Figure 38: Brand shares in UK value sales of kettles, 2011 (est)
- Figure 39: Examples of kettles from Tesco own-label range, December 2011
- Brand shares of food preparation
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- Figure 40: Brand shares in UK value sales of food preparation appliances, 2011 (est)
- Brand shares of toasters
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- Figure 41: Brand shares in UK value sales of toasters, 2011 (est)
Companies and Products
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- Key points
- Pulse Home Products (Breville)
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- Figure 42: Pulse Home Products Ltd, financial performance, 2009 and 2010
- De’Longhi
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- Figure 43: Financial performance of De’Longhi S.p.A, 2009 and 2010
- Kenwood
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- Figure 44: Financial performance of Kenwood Limited, 2009 and 2010
- Dualit
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- Figure 45: Financial performance of Dualit Limited, 2009 and 2010
- Groupe SEB
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- Figure 46: Financial performance of Groupe SEB, 2009 and 2010
- KitchenAid
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- Figure 47: Financial performance of Whirlpool Corporation, 2009 and 2010
- Figure 48: First six months financial performance of Whirlpool Corporation, 2010 and 2011
- Magimix
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- Figure 49: Financial performance of Magimix UK Limited, 2009 and 2010
- Morphy Richards
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- Figure 50: Financial performance of Morphy Richards Limited, 2009 and 2010
- Philips
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- Figure 51: Financial performance of Royal Philips Electronics, 2009 and 2010
- Russell Hobbs
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- Figure 52: Financial performance of Russell Hobbs Limited, 2009 and 2010
- Other small kitchen appliance suppliers
Channels to Market
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- Key points
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- Figure 53: UK retail distribution of small kitchen appliances, by outlet type, by value, 2011 (est)
- Argos faces stiff competition
- John Lewis presses ahead with ‘At Home’
- Other
- Internet retailing
Brand Communication and Promotion
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- Key points
- Advertising small kitchen appliances
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- Figure 54: Main monitored media advertising spend on small kitchen appliances, by advertiser, 2007-11*
- TV and press dominate spending
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- Figure 55: Main monitored media advertising spend on small kitchen appliances, by media type, 2010
The Consumer – Ownership and Purchasing Patterns
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- Key points
- Purchasing of selected small kitchen appliances
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- Figure 56: Purchasing of selected small kitchen appliances, 2007-11
- Ownership and usage
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- Figure 57: Ownership and usage of small kitchen appliances, September 2011
- How many appliances do they own?
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- Figure 58: Repertoire of ownership of small kitchen appliances, September 2011
- Low levels of ownership among younger consumers
- Over-55s have the highest level of ownership
- Higher socio-economic groups have a large repertoire
- Household size makes a difference
The Consumer – Factors Influencing Choice
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- Key points
- What influences choice of small appliances?
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- Figure 59: Factors affecting choice of small kitchen appliances, by gender, September 2011
- Women more engaged with small appliances than men
- Small appliances as the latest accessory?
- Younger consumers swayed by style
- Weak brand awareness
- Not a popular choice as a gift
The Consumer – How They Shop For Small Kitchen Appliances
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- Key points
- Shopping for small kitchen appliances
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- Figure 60: Shopping for small kitchen appliances, September 2011
- More than a third of online respondents prefer to buy online
- Reluctant to shop with young children
- People without cars are more interested in online shopping
- Attitudes towards shopping for small kitchen appliances
- Sale shopping and price
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- Figure 61: Attitudes towards shopping for small kitchen appliances, sales and cheapest prices, September 2011
- Who reads reviews?
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- Figure 62: Attitudes towards shopping for small kitchen appliances, customer reviews, September 2011
- Reasons to visit stores
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- Figure 63: Attitudes towards shopping for small kitchen appliances, stores, staff and warranties, September 2011
The Consumer – Target Groups
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- Key points
- Customer typologies
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- Figure 64: Consumer typologies, type of cook, September 2011
- Reluctant Cooks (17%)
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- Figure 65: Factors affecting choice of small kitchen appliances, by Reluctant Cooks target group, September 2011
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- Figure 66: Shopping for small kitchen appliances, by Reluctant Cooks target group, September 2011
- Convenience Cooks (22%)
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- Figure 67: Factors affecting choice of small kitchen appliances, by Convenience Cooks target group, September 2011
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- Figure 68: Shopping for small kitchen appliances, by Convenience Cooks target group, September 2011
- Enthusiastic Experimenters (33%)
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- Figure 69: Factors affecting choice of small kitchen appliances, by Enthusiastic Experimenters target group, September 2011
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- Figure 70: Shopping for small kitchen appliances, by Enthusiastic Experimenters target group, September 2011
- Traditional Cooks (28%)
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- Figure 71: Factors affecting choice of small kitchen appliances, by Traditional Cooks target group, September 2011
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- Figure 72: Shopping for small kitchen appliances, by Traditional Cooks target group, September 2011
Appendix – Internal Market Environment
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- Figure 73: Broadband penetration, by demographics, 2006-11
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Appendix – Broader Market Environment
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- Drop in house moves
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- Figure 74: Residential property transactions, by quarter, 2006-11
Appendix – The Consumer – Ownership and Purchasing Patterns
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- Figure 75: Purchasing of small kitchen appliances, by demographics, 2011
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- Figure 76: Purchasing of small kitchen appliances, by demographics, 2011
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- Figure 77: Ownership and usage of kettles, by demographics, September 2011
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- Figure 78: Ownership and usage of toasters, by demographics, September 2011
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- Figure 79: Ownership and usage of hand-held blender/mixer/whisks, by demographics, September 2011
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- Figure 80: Ownership and usage of sandwich toasters, by demographics, September 2011
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- Figure 81: Ownership and usage of food processor/blender/mixers, by demographics, September 2011
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- Figure 82: Ownership and usage of steamers, by demographics, September 2011
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- Figure 83: Ownership and usage of coffee maker/percolators, by demographics, September 2011
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- Figure 84: Ownership and usage of slow cookers, by demographics, September 2011
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- Figure 85: Ownership and usage of deep fat fryers, by demographics, September 2011
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- Figure 86: Ownership and usage of juicers, by demographics, September 2011
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- Figure 87: Ownership and usage of table-top grill/cookers, by demographics, September 2011
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- Figure 88: Ownership and usage of bread makers, by demographics, September 2011
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- Figure 89: Ownership and usage of smoothie makers, by demographics, September 2011
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- Figure 90: Ownership and usage of pressure cookers, by demographics, September 2011
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- Figure 91: Ownership and usage of buffet servers/hot plates, by demographics, September 2011
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- Figure 92: Ownership and usage of other small kitchen appliances, by demographics, September 2011
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- Figure 93: Ownership and usage of small kitchen appliances, by demographics, September 2011
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Appendix – The Consumer – Factors Influencing Choice
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- Figure 94: Most popular factors affecting choice of small kitchen appliances, by demographics, September 2011
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- Figure 95: Next most popular factors affecting choice of small kitchen appliances, by demographics, September 2011
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Appendix – The Consumer – How They Shop for Small Kitchen Appliances
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- Figure 96: Shopping for small kitchen appliances, by demographics, September 2011
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- Figure 97: Most popular shopping for small kitchen appliances, by demographics, September 2011
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- Figure 98: Next most popular shopping for small kitchen appliances, by demographics, September 2011
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Appendix – The Consumer – Target Groups
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- Figure 99: Target groups, by demographics, September 2011
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