Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- The market
- Solid gains on consumer trends and star products
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- Figure 1: Total U.S. sales and fan chart forecast of small kitchen appliances, at current prices, 2008-18
- All three segments gain, beverage makers lead the pack
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- Figure 2: Sales of small kitchen appliances, by segment, 2011 and 2013
- The consumer
- Slow cookers and toasters most widely owned cooking appliances
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- Figure 3: Acquisition and ownership of cooking appliances, September 2013
- Ownership of blenders and mini food processors on the rise
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- Figure 4: Acquisition and ownership of food preparation appliances, September 2013
- Single-serve pod systems evolving into default coffeemaker choice
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- Figure 5: Acquisition and ownership of beverage preparation appliances, September 2013
- Replacement top reason for purchase, but lifestyle factors come into play as well
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- Figure 6: Reasons for purchase of small kitchen appliances, September 2013
- Practical factors are common denominators in purchase decisions
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- Figure 7: Most important attributes of small kitchen appliances, September 2013
- Older adults likely to cook for one or two, see small kitchen appliances as tools for healthy eating
- Younger adults, interested in exploring, source ideas from restaurants, Pinterest
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- Figure 8: Cooking and meal prep behaviors, by gender and age, September 2013
- Older adults look to simplify meal prep, but are less open to new small kitchen appliances
- Younger adults inclined to experiment, appreciate social aspects of cooking
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- Figure 9: Attitudes toward cooking and meal prep, any agree, by gender and age, September 2013
- What we think
Issues and Insights
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- Convenience drives appliance sales, but only so far
- The issues
- The implications
- The Next Generation – Millennials and small kitchen appliances
- The issues
- The implications
- Balancing health and indulgence
- The issues
- The implications
Trend Applications
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- Trend: Life Hacking
Market Size and Forecast
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- Key points
- Solid gains on consumer trends and star products
- Sales and forecast of small kitchen appliances
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- Figure 10: Total U.S. sales and forecast of small kitchen appliances, at current prices, 2008-18
- Figure 11: Total U.S. sales and forecast of small kitchen appliances, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 12: Total U.S. sales and fan chart forecast of small kitchen appliances, at current prices, 2008-18
Market Drivers
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- Household income stabilizes but remains weak
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- Figure 13: Median household income, in inflation-adjusted dollars, 2002-12
- Consumer confidence makes unsteady gains
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- Figure 14: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2008-13
- Renovation market rebounding
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- Figure 15: BuildFax Remodeling Index, 2008-13
- Time spent on home meal prep increasing
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- Figure 16: Time spent on food preparation and cleanup, by gender, 2007-11
Competitive Context
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- More money spent on food at home as restaurant performance wavers
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- Figure 17: Percentage of total food expenditures on food at home and food away from home, 2007-11
- Cookware makes gains but lags small kitchen appliances
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- Figure 18: Total U.S. retail sales of cookware, at current prices, 2008-18
Segment Performance
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- Key points
- All three segments gain, beverage makers lead the pack
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- Figure 19: Sales of small kitchen appliances, by segment, 2011 and 2013
- All three segments poised for continued growth
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- Figure 20: Sales and forecast of small kitchen appliances, by segment, 2008-2018
- Cooking appliance sales grow on convenience and a taste of indulgence
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- Figure 21: Sales of cooking appliances, by product type, 2011 and 2013
- Blenders and choppers push food prep appliance sales higher
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- Figure 22: Sales of food preparation appliances, by product type, 2011 and 2013
- Single-serve coffee makers drive growth in beverage segment
- Smaller beverage sub-segments gain as well
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- Figure 23: Sales of beverage-making appliances, by product type, 2011 and 2013
Retail Channels
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- Key points
- Discount stores
- Specialty stores
- Department stores
- Warehouse clubs
- Others
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- Figure 24: Sales of small kitchen appliances, by retail channel, 2010 and 2012
Leading Companies
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- Leading small appliance companies post gains in 2012
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- Figure 25: Sales of leading small kitchen appliance companies, 2011-12
- Jarden
- NACCO/Hamilton Beach
- National Presto
Innovations and Innovators
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- Personalization
- Keurig continues to exploit interest in personalization, expands into soup
- SodaStream simplifies with caps
- Health
- StoreBound launches Greek yogurt maker
- Professional results at home
- High-powered blending
- Premium and customizability
- Specialization
- Theo & Co claims perfect pizza
- Hamilton Beach does breakfast sandwiches
- Multi-functionality
- Do-it-all food mixer/processor/cookers come to US
- Timed multi-cooker coordinates different parts of a meal
- Entertaining
- New slow cooker systems offer entertaining flexibility
Marketing Strategies
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- KitchenAid targets the cooking enthusiast
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- Figure 26: KitchenAid, “So Much More” 2013
- Keurig “Changing the Way” event delivers innovation
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- Figure 27: Keurig, “Changing the Way,” 2013
- Cuisinart puts spotlight on products and innovations
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- Figure 28: Cuisinart Combo Convection Steam Oven, 2013
Social Media
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- Key points
- Social media metrics
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- Figure 29: Key social media metrics, November 2013
- Market overview
- Brand usage and awareness
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- Figure 30: Brand usage and awareness for selected small kitchen appliance brands, Sept. 2013
- Interactions with small kitchen appliance brands
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- Figure 31: Interactions with selected small kitchen appliance brands, Sept. 2013
- Online conversations
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- Figure 32: Online conversations around selected small kitchen appliances, by day, April 28- Oct.27, 2013
- Where are people talking about small kitchen appliances?
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- Figure 33: Online conversations around selected small kitchen appliances, by page type, April 28-Oct. 27, 2013
- What are people talking about?
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- Figure 34: Select topics of discussion, April 28-Oct. 27, 2013
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- Figure 35: Select topics of discussion, by page type, April 28-Oct. 27, 2013
- Analysis by brand
- Keurig
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- Figure 36: Social media metrics—Keurig, November 2013
- KitchenAid
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- Figure 37: Social media metrics—KitchenAid, November 2013
- Vitamix
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- Figure 38: Social media metrics—Vitamix, November 2013
- Hamilton Beach
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- Figure 39: Social media metrics—Hamilton Beach, November 2013
- Ninja
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- Figure 40: Social media metrics—November 2013
- Oster
Acquisition and Ownership of Cooking Appliances
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- Key points
- Slow cookers and toasters most widely owned cooking appliances
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- Figure 41: Acquisition and ownership of cooking appliances, September 2013
- Young adults a key target for cooking appliances
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- Figure 42: Past two year acquisition of cooking appliances, by gender and age, September 2013
- More people in the household means more cooking appliances
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- Figure 43: Past two year acquisition of cooking appliances, by household size, September 2013
- Combination Cooks likely to have purchased cooking appliances recently
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- Figure 44: Past two year acquisition of cooking appliances, by scratch and convenience cooking, September 2013
Acquisition and Ownership of Food Prep Appliances
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- Key points
- Ownership of blenders and mini food processors on the rise
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- Figure 45: Acquisition and ownership of food preparation appliances, September 2013
- Young adults more likely to have acquired food prep appliances recently
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- Figure 46: Past two year acquisition of food preparation appliances, by gender and age, September 2013
- Convenience Cooks least likely to have acquired food prep appliances recently
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- Figure 47: Past two year acquisition of food preparation appliances, by scratch and convenience cooking, September 2013
Acquisition and Ownership of Beverage Prep Appliances
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- Key points
- Single-serve pod systems evolving into default coffeemaker choice
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- Figure 48: Acquisition and ownership of beverage preparation appliances, September 2013
- Young adults likely to have purchased beverage prep appliances recently
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- Figure 49: Past two year acquisition of beverage preparation appliances, by gender and age, September 2013
- Beverage variety plays well in larger households
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- Figure 50: Past two year acquisition of beverage preparation appliances, by household size, September 2013
Reasons for Purchase of Small Kitchen Appliances
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- Key points
- Replacement edges out other reasons for purchasing small kitchen appliances
- Young adults more likely to be motivated by range of lifestyle reasons
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- Figure 51: Reasons for purchase of small kitchen appliances, by gender and age, September 2013
- More people in household means more reasons for purchasing small kitchen appliances
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- Figure 52: Reasons for purchase of small kitchen appliances, by household size, September 2013
- Combination Cooks cite wider array of reasons for small kitchen appliance purchases
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- Figure 53: Reasons for purchase of small kitchen appliances, by scratch and convenience cooking, September 2013
Most Important Attributes of Small Kitchen Appliances
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- Key points
- Practical factors most likely to be top-of-mind in purchase decisions
- Older adults are especially attuned to ease of use and cleaning
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- Figure 54: Most important attributes of small kitchen appliances, by gender and age, September 2013
Cooking and Meal Prep Behaviors
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- Key points
- Older adults likely to cook from one or two, see small kitchen appliances as tools for healthy eating
- Younger adults source ideas from restaurants, Pinterest
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- Figure 55: Cooking and meal prep behaviors, by gender and age, September 2013
- Combination Cooks emphasize flexibility, experimentation
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- Figure 56: Cooking and meal prep behaviors, by scratch and convenience cooking, September 2013
Attitudes toward Cooking and Meal Prep
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- Key points
- Older adults look to simplify meal prep, but are less open to new small kitchen appliances
- Younger adults inclined to experiment, appreciate social aspects of cooking
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- Figure 57: Attitudes toward cooking and meal prep, any agree, by gender and age, September 2013
- Health a key motivation for Scratch Cooks
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- Figure 58: Attitudes toward cooking and meal prep, any agree, by scratch and convenience cooking, September 2013
Race and Hispanic Origin
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- Black, Asian, Hispanic adults more likely to purchase cooking appliances
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- Figure 59: Past two year acquisition of cooking appliances, by race/Hispanic origin, September 2013
- Hispanics a key market for food prep appliances
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- Figure 60: Past two year acquisition of food preparation appliances, by race/Hispanic origin, September 2013
- Asians cite a wide variety of reasons for purchasing kitchen appliances
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- Figure 61: Reasons for purchase of small kitchen appliances, by race/Hispanic origin, September 2013
- Asians, Hispanics especially interested in international/ethnic foods
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- Figure 62: Attitudes toward cooking and meal prep, any agree, by race/Hispanic origin, September 2013
Cluster Analysis
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- Figure 63: Target clusters, September 2013
- Food Moderates
- Demographics
- Characteristics
- Opportunity
- Time Savers
- Demographics
- Characteristics
- Opportunity
- Cooking Enthusiasts
- Demographics
- Characteristics
- Opportunity
- Make-It-Easies
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 64: Ownership of cooking appliances, by target clusters, September 2013
- Figure 65: Past two year acquisition of cooking appliances, by target clusters, September 2013
- Figure 66: Ownership of food preparation appliances, by target clusters, September 2013
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- Figure 67: Past two year acquisition of food preparation appliances, by target clusters, September 2013
- Figure 68: Ownership of beverage preparation appliances, by target clusters, September 2013
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- Figure 69: Past two year acquisition of beverage preparation appliances, by target clusters, September 2013
- Figure 70: Reasons for purchase of small kitchen appliances, by target clusters, September 2013
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- Figure 71: Most important attributes of small kitchen appliances, by target clusters, September 2013
- Figure 72: Cooking style and frequency, by target clusters, September 2013
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- Figure 73: Cooking and meal prep behaviors, by target clusters, September 2013
- Figure 74: Attitudes toward cooking and meal prep, any agree, by target clusters, September 2013
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- Figure 75: Attitudes toward cooking and meal prep, strongly agree, by target clusters, September 2013
- Cluster demographic tables
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- Figure 76: Target clusters, by demographic, September 2013
- Cluster methodology
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Appendix – Other Useful Consumer Tables
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- Ownership of cooking appliances
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- Figure 77: Ownership of cooking appliances, by gender and age, September 2013
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- Figure 78: Ownership of cooking appliances, by household income, September 2013
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- Figure 79: Ownership of cooking appliances, by household size, September 2013
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- Figure 80: Ownership of cooking appliances, by race/Hispanic origin, September 2013
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- Figure 81: Ownership of cooking appliances, by scratch and convenience cooking, September 2013
- Past-two-year acquisition of cooking appliances
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- Figure 82: Past-two-year acquisition of cooking appliances, by household income, September 2013
- Ownership of food preparation appliances
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- Figure 83: Ownership of food preparation appliances, by gender and age, September 2013
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- Figure 84: Ownership of food preparation appliances, by household income, September 2013
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- Figure 85: Ownership of food preparation appliances, by household size, September 2013
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- Figure 86: Ownership of food preparation appliances, by race/Hispanic origin, September 2013
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- Figure 87: Ownership of food preparation appliances, by scratch and convenience cooking, September 2013
- Past two year acquisition of food preparation appliances
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- Figure 88: Past two year acquisition of food preparation appliances, by household income, September 2013
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- Figure 89: Past two year acquisition of food preparation appliances, by household size, September 2013
- Ownership of beverage preparation appliances
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- Figure 90: Ownership of beverage preparation appliances, by gender and age, September 2013
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- Figure 91: Ownership of beverage preparation appliances, by household income, September 2013
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- Figure 92: Ownership of beverage preparation appliances, by household size, September 2013
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- Figure 93: Ownership of beverage preparation appliances, by race/Hispanic origin, September 2013
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- Figure 94: Ownership of beverage preparation appliances, by scratch and convenience cooking, September 2013
- Past two year acquisition of beverage preparation appliances
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- Figure 95: Past two year acquisition of beverage preparation appliances, by household income, September 2013
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- Figure 96: Past two year acquisition of beverage preparation appliances, by race/Hispanic origin, September 2013
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- Figure 97: Past two year acquisition of beverage preparation appliances, by scratch and convenience cooking, September 2013
- Cooking style and frequency
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- Figure 98: Cooking style and frequency, by gender and age, September 2013
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- Figure 99: Cooking style and frequency, by household income, September 2013
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- Figure 100: Cooking style and frequency, by household size, September 2013
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- Figure 101: Cooking style and frequency, by scratch and convenience cooking, September 2013
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- Figure 102: Cooking style and frequency, by race/Hispanic origin, September 2013
- Demographics of cooking style and frequency groups
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- Figure 103: Demographics of cooking style and frequency groups, September 2013
- Reasons for purchase of small kitchen appliances
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- Figure 104: Reasons for purchase of small kitchen appliances, by household income, September 2013
- Most important attributes of small kitchen appliances
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- Figure 105: Most important attributes of small kitchen appliances, by household income, September 2013
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- Figure 106: Most important attributes of small kitchen appliances, by household size, September 2013
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- Figure 107: Most important attributes of small kitchen appliances, by scratch and convenience cooking, September 2013
- Cooking and meal prep behaviors
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- Figure 108: Cooking and meal prep behaviors, by household income, September 2013
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- Figure 109: Cooking and meal prep behaviors, by household size, September 2013
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- Figure 110: Cooking and meal prep behaviors, by race/Hispanic origin, September 2013
- Attitudes toward cooking and meal prep
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- Figure 111: Attitudes toward cooking and meal prep, September 2013
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- Figure 112: Attitudes toward cooking and meal prep, any agree, by household income, September 2013
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- Figure 113: Attitudes toward cooking and meal prep, any agree, by household size, September 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 114: Brand usage or awareness, September 2013
- Figure 115: Kitchenaid usage or awareness, by demographics, September 2013
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- Figure 116: Vitamix usage or awareness, by demographics, September 2013
- Figure 117: Hamilton Beach usage or awareness, by demographics, September 2013
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- Figure 118: Ninja usage or awareness, by demographics, September 2013
- Figure 119: Keurig usage or awareness, by demographics, September 2013
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- Figure 120: Oster usage or awareness, by demographics, September 2013
- Activities done
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- Figure 121: Activities done, September 2013
- Figure 122: Kitchenaid – Activities done, by demographics, September 2013
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- Figure 123: Hamilton Beach – Activities done, by demographics, September 2013
- Figure 124: Ninja – Activities done, by demographics, September 2013
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- Figure 125: Keurig – Activities done, by demographics, September 2013
- Figure 126: Oster – Activities done, by demographics, September 2013
- Online conversations
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- Figure 127: Online conversations around selected small kitchen appliances, by day, April 28-Oct. 27, 2013
- Figure 128: Online conversations around selected small kitchen appliances, by page type, April 28-Oct. 27, 2013
- Figure 129: Select topics of discussion, April 28-Oct. 27, 2013
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- Figure 130: Select topics of discussion, by page type, April 28-Oct. 27, 2013
Appendix – Trade Associations
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