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 spend on small kitchen appliances, 2008-18
- Figure 2: Consumer spend on small kitchen appliances, by segment, 2013 (est)
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- Figure 3: Changes in consumer spend on small kitchen appliances, by type, 2008-13
- Market factors
- Cooking and baking from scratch
- Tea and coffee are popular at home drinks
- Growth of the population
- Easy access to the internet
- Companies, brands and innovation
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- Figure 4: Distribution of small electrical appliances, by retailer, 2013 (est)
- The consumer
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- Figure 5: Small kitchen appliances, owners and bought in the last 12 months, September 2013
- What they spent
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- Figure 6: What people spent on small kitchen appliances, September 2013
- Characteristics people want
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- Figure 7: Important characteristics when buying small kitchen appliances, September 2013
- What people want from toasters
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- Figure 8: Features considered important for toasters, September 2013
- What people want from coffee makers
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- Figure 9: Features considered important for coffee makers, September 2013
- What we think
Issues in the Market
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- Will the trend for café-quality coffee at home continue to drive demand for coffee makers?
- What features encourage people to pay extra when buying a coffee maker?
- Are people worried about the energy their small kitchen appliances use?
- What role does style play in shaping demand for small kitchen appliances?
- Is brand a deciding factor for small kitchen appliances?
Trend Application
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- Mintel Inspire Trend: Life Hacking
- Mintel Inspire Trend: Make it Mine
- Mintel Inspire Trend Futures: Human
Internal Market Environment
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- Key points
- Cooking and eating habits
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- Figure 10: Cooking and eating habits, October 2012 and 2013
- Plenty of home bakers
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- Figure 11: Frequency of baking at home, June 2013
- Three quarters of adults buy hot drinks outside the home
- Tea drinkers
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- Figure 12: Consumption of tea, by frequency, February 2013
- Prices are rising
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- Figure 13: Consumer Price Index, major appliances and small electric goods, 2005-13
- Cooking programmes give air time to appliances
- Circulation falling for cookery magazines
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- Figure 14: Circulation figures for cookery and kitchen magazines, Year to June 2012 and 2013
Broader Market Environment
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- Key points
- Access to the internet is becoming more convenient
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- Figure 15: Personal ownership of mobile phones, January 2012-June 2013
- Figure 16: Household ownership of tablet and laptop/netbook computers, September 2012 and March 2013
- Population growth
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- Figure 17: Trends in the age structure of the UK population, 2008-18
- ABs will be the largest socio-economic group by 2018
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- Figure 18: Forecast adult population trends, by socio-economic group, 2008-18
- Consumer spending will rise faster than income
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- Figure 19: GDP, PDI, consumer expenditure and savings, at current prices, 2008-18
- Rising number of households
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- Figure 20: UK households, by size, 2008-18
Competitive Context
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- Key points
- The market in context
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- Figure 21: Consumer spending on Furnishing, household equipment and routine household maintenance. 2008-13
- Figure 22: Consumer spending on selected household items, 2008-13 (est)
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Philips prototype an iPad app for the perfect coffee
- Personal scanning for personalised coffee
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- Figure 23: Sage by Heston Blumenthal Tea Maker, April 2013
- Nespresso personalises coffee making
- Energy saving and ‘greener’ appliances
- Brands focus on multipurpose products
- Technological innovations
- Brands target the in-home cooking trend with chic and retro designs
- Range extension
Market Size and Forecast
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- Key points
- Consumer spending
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- Figure 24: Consumer spend on small kitchen appliances, 2008-18
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- Figure 25: Consumer spend on small kitchen appliances, 2008-13
- Figure 26: Consumer spend on small kitchen appliances, 2008-18
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- Figure 27: Volume sales for small kitchen appliances, 2008-18
- Spending by category
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- Figure 28: Consumer spend on small kitchen appliances, by segment, 2013 (est)
- Varying fortunes of different appliances
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- Figure 29: Consumer spend on small kitchen appliances, by type, 2008-13 (est)
Companies and Products
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- Pulse Home Products (Breville)
- Background
- Strategy and performance
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- Figure 30: Pulse Home Products (Holdings) Ltd, financial performance, 2011 and 2012
- Product range
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- Figure 31: Breville four slice toaster in pearlescent matt painted finish, November 2013
- Advertising and marketing
- De’Longhi
- Background
- Strategy and performance
- Product range
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- Figure 32: De’Longhi breakfast collection in black, November 2013
- Advertising and marketing
- Kenwood (owned by De’Longhi)
- Background
- Strategy and performance
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- Figure 33: Kenwood Ltd, financial performance, 2011 and 2012
- Product range
- Advertising and marketing
- Dualit
- Background
- Strategy and performance
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- Figure 34: Financial performance of Dualit, 2011 and 2012
- Product range
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- Figure 35: Dualit Architect Range, November 2013
- Advertising and marketing
- Groupe SEB
- Background
- Strategy and performance
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- Figure 36: Financial performance of Groupe SEB, 2011 and 2012
- Product range
- Advertising and marketing
- Kitchen Aid (part of Whirlpool)
- Background
- Strategy and performance
- Product range
- Advertising and marketing
- Magimix
- Background
- Strategy and performance
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- Figure 37: Financial performance of Magimix, 2011 and 2012
- Product range
- Advertising and marketing
- Morphy Richards
- Background
- Strategy and performance
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- Figure 38: Financial performance of Morphy Richards, 2011 and 2012
- Product range
- Advertising and marketing
- Philips
- Background
- Strategy and performance
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- Figure 39: Financial performance of Royal Philips Electronics, 2011 and 2012
- Product range
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- Figure 40: Jamie Oliver range by Philips, November 2013
- Advertising and marketing
- Russell Hobbs
- Background
- Strategy and performance
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- Figure 41: Financial performance of Spectrum Brands, 2011 and 2012
- Product range
- Advertising and marketing
- Other companies
Channels of Distribution
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- Key points
- Wide range of retailers carry small kitchen appliances
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- Figure 42: Distribution of small electrical appliances, by retailer, 2013 (est)
- Figure 43: Distribution of small electrical appliances, by retailer, 2011-13
- Supermarkets – convenience, range and good prices
- Currys is the dominant specialist
- Investment and multichannel underline John Lewis’s growth
- Amazon grabs customer attention
- Websites used for shopping online
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- Figure 44: Websites used for online shopping for the home, February 2013
- Figure 45: Non-grocery items bought from a grocery retailer, last 12 months, September 2013
- Who is shopping online?
Brand Communication and Promotion
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- Key points
- Adspend falls back in 2012 after a high in 2011
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- Figure 46: Main monitored media advertising spend on small kitchen appliances, 2010-12
- Nespresso accounts for a quarter of adspend
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- Figure 47: Main monitored media advertising spend on small kitchen appliances, 2012
- Figure 48: Main media advertising expenditure on small kitchen appliances, top brands, 2012
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- Figure 49: main media advertising expenditure on small kitchen appliances, by media type, 2012
- Figure 50: Share of main media advertising expenditure on small kitchen appliances, by media type, 2010-13
- Advertising specifics
The Consumer – Ownership and Purchasing
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- Key points
- Ownership of small kitchen appliances
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- Figure 51: Small kitchen appliances, ownership, September 2013
- Household staples
- Youngest group have lower ownership of small kitchen appliances
- Wealthiest households own more appliances
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- Figure 52: Ownership of household appliances, all and households with £50k+ income, September 2013
- Purchasing patterns
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- Figure 53: Small kitchen appliances purchased in the last 12 months, September 2013
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- Figure 54: Purchases of small kitchen appliances, all and 25-34s, September 2013
- What they own and what they bought
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- Figure 55: Small kitchen appliances, owners and bought in the last twelve months, September 2013
- What percentage of appliances they own were bought in the last year?
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- Figure 56: Small kitchen appliances, percentage of owners who bought in the last 12 months, September 2013
- 25-34s are buying more items
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- Figure 57: Repertoire of purchases of small kitchen appliances, September 2013
- Kettles are the most-used appliance
The Consumer – What They Spent on Small Kitchen Appliances
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- Key points
- What they spent on small kitchen appliances
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- Figure 58: What people spent on small kitchen appliances, September 2013
The Consumer – What is Important When Buying Small Kitchen Appliances?
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- Key points
- Important characteristics when buying new small appliances
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- Figure 59: Important characteristics when buying small kitchen appliances, September 2013
- Ease of use and cleaning
- Speeding things up
- Effective performance
- Brands count
- Storage
- Saving energy
- Style and colour
- Could the celebrity chefs help?
- Quieter appliances
- How they research what they want
The Consumer – Important Features for Toasters
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- Key points
- Important features for toasters
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- Figure 60: Features considered important for toasters, September 2013
- Keeping clean
- Performance matters
- Four slices at a time
- The Goldilocks effect
- Smaller items
- Cool outside
- Clear labelling
- Other key findings
The Consumer – Important Features for Coffee Makers
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- Key points
- Important features for coffee makers
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- Figure 61: Features considered important for coffee makers, September 2013
- Space-saving matters
- All about quality
- Better-off homes demand most
Appendix – Small Kitchen Appliances Forecast
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- Figure 62: Consumer spend on small kitchen appliances, forecast, 2013-18
- Figure 63: Main monitored media advertising spend on small kitchen appliances, top ten, 2010-13
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- Figure 64: Share of main monitored media advertising spend on small kitchen appliances, by top ten advertisers, 2010-13
- Figure 65: Main media advertising expenditure on small kitchen appliances, top ten , 2010-13
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Appendix – The Consumer – Ownership of Small Kitchen Appliances
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- Figure 66: Most popular ownership of small kitchen appliances, by demographics, September 2013
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- Figure 67: Next most popular ownership of small kitchen appliances, by demographics, September 2013
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- Figure 68: Other ownership of small kitchen appliances, by demographics, September 2013
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Appendix – The Consumer – Purchases of Small Kitchen Appliances
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- Figure 69: Most popular purchases of small kitchen appliances, by demographics, September 2013
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- Figure 70: Next most popular purchases of small kitchen appliances, by demographics, September 2013
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- Figure 71: Other purchases of small kitchen appliances, by demographics, September 2013
- Repertoire
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- Figure 72: Repertoire of purchases of small kitchen appliances, by demographics, September 2013
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Appendix – The Consumer – What They Spent on Small Kitchen Appliances
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- Figure 73: Most popular amount spent on small kitchen appliances, by demographics, September 2013
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- Figure 74: Next most popular amount spent on small kitchen appliances, by demographics, September 2013
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Appendix – The Consumer – Factors Considered Important When Selecting Small Kitchen Appliances
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- Figure 75: Most popular factors considered important when selecting small kitchen appliances, by demographics, September 2013
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- Figure 76: Next most popular factors considered important when selecting small kitchen appliances, by demographics, September 2013
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- Figure 77: Other factors considered important when selecting small kitchen appliances, by demographics, September 2013
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Appendix – The Consumer – Features Wanted for Toasters
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- Figure 78: Most popular features people would look out for-toasters, by demographics, September 2013
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- Figure 79: Next most popular features people would look out for-toasters, by demographics, September 2013
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- Figure 80: Other features people would look out for-toasters, by demographics, September 2013
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Appendix – The Consumer – Features Wanted For Coffee Makers
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- Figure 81: Most popular features people would look out for-coffee makers, by demographics, September 2013
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- Figure 82: Next most popular features people would look out for-coffee makers, by demographics, September°2013
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- Figure 83: Other features people would look out for-coffee makers, by demographics, September 2013
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