Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- 16.4% growth between 2016-21
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- Figure 1: Consumer spend on small kitchen appliances, UK, 2011-21
- Healthy eating driving market demand
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- Figure 2: Market segments, small kitchen appliances, 2016 (est)
- 27% of the market is online
- Broad distribution of small kitchen appliances
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- Figure 3: Distribution of small kitchen appliances, by value, by retailer, 2016 (Est)
- Key market drivers
- Space constraints
- Companies and brands
- Leading suppliers
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- Figure 4: Market shares of small kitchen appliances, by manufacturer, 2016 (Est)
- Rapid pace of new product development
- Smart connected appliances
- Kitchen machines on trend
- Bosch’s reputation makes it the most trusted brand
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- Figure 5: Attitudes towards and usage of selected brands, October 2016
- The consumer
- Kettles and toasters are bought most often
- Innovative products capture interest
- Fresh, healthy home cooked meals easier to achieve
- Quality coffee at home
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- Figure 6: Purchases of small kitchen appliances in the last 12 months, September 2016
- What consumers spent on selected appliances
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- Figure 7: Average Price paid for selected small kitchen appliances bought in the last 12 months, September 2016
- Argos is the retailer of choice for small kitchen appliances
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- Figure 8: Retailers used for small kitchen appliances, September 2016
- Retail outlets retain their relevance for SKA
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- Figure 9: In-store or online shopping for small kitchen appliances, September 2016
- High take-up of promotions and discounts
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- Figure 10: Discounts and special offers used when buying small kitchen appliances, September 2016
- Quality and brand are important
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- Figure 11: Attitudes regarding small kitchen appliances, September 2016
- Quicker, better and healthier cooking influences choice of food preparation appliances
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- Figure 12: Factors influencing choice of food preparation appliances, September 2016
- What we think
Issues and Insights
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- As the average size of homes becomes smaller, will this have an impact on market growth for small kitchen appliances?
- The facts
- The implications
- Which consumers are interested in buying smart appliances that can connect to the internet?
- The facts
- The implications
- Black Friday has become a key promotional event
- The facts
- The implications
The Market – What You Need to Know
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- Healthy eating driving market demand
- 27% of the market is online
- Broad distribution of small kitchen appliances
- Popularity of cooking
- Catering for babies
- Space constraints
Market Size and Forecast
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- 16.4% growth forecast by 2021
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- Figure 13: Consumer spending on small kitchen appliances, 2011-21
- Figure 14: Consumer spending on small kitchen appliances, 2011-21
- Innovation is stimulating demand
- Space constraints will limit ownership
- Appliances to impress and entertain
- Forecast methodology
- The impact of the EU referendum vote
- Small kitchen appliances spend has been resilient in previous slowdowns
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- Figure 15: Alternative market scenarios for the post-Brexit small kitchen appliances market, at current prices, 2016-21
- Figure 16: Detailed Post-Brexit scenarios for the kitchens market, at current prices, 2016-21
- Little immediate reaction among shoppers
- Consumers are already shopping with savvy
Market Segmentation
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- Premium appliances perform well
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- Figure 17: Consumer spend on small kitchen appliances, by segment, 2012-16
- High-end machines grow share of hot beverage makers
- Innovation in food preparation
- Television inspiration
- Doing away with the need for a kettle?
Channels to Market
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- Broad availability of small kitchen appliances
- Winners and losers
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- Figure 18: Distribution of small kitchen appliances, by value, by retailer, 2016 (Est)
- Portable products easy to take home
- Online and multi-channel sales growing
- AO.com growing strongly
- Speedier deliveries
- Differentiating the ranges
- Experiences in-store
- Convenience food shopping patterns reduce footfall in supermarkets
- Expansion of dedicated home shops
Market Drivers
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- 4.7% more households over 2016-21
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- Figure 19: UK households, by size, 2011-21
- 93% of households cook meals from scratch in a typical week
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- Figure 20: Cooking in the home, by type of meal, any, February 2016
- The hassle of scratch cooking
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- Figure 21: Attitudes towards cooking in the home, by age, February 2016
- Preparing food for babies and toddlers
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- Figure 22: Frequency of usage of baby food, by type, December 2015
- Interest in buying coffee machines
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- Figure 23: Types of coffee machine/system owned, June 2015
- Cooking is a leisure pursuit
- Kitchen refits take account of small kitchen appliances
- New build homes are smaller
- Television influences
- Social media activity
- Black Friday
Companies and Brands – What You Need to Know
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- Leading suppliers
- Highly innovative sector
- Smart connected appliances
- Coffee machines with vacuum
- Kitchen machines on-trend
Market Share
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- Figure 24: Market shares of small kitchen appliances, by manufacturer, 2016 (Est)
- Figure 25: Leading manufacturers of small kitchen appliances, 2016
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Launch Activity and Innovation
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- Smart connected appliances
- A coffee machine controlled via an app
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- Figure 26: Jura, Coffee machine controlled via tablet computer, October 2016
- Prodigio – Nespresso’s connected coffee machine
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- Figure 27: Prodigio – Nespresso’s connected coffee machine, October 2016
- Helping consumers cook faster and more efficiently
- Satisfying the low-carb diet
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- Figure 28: Kenwood spiralizer, launched July 2016
- Coffee machines with vacuum
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- Figure 29: KitchenAid Coffee Expert Artisan Siphon Coffee Machine, 2016
- Kitchen machines on trend
- Catering for niche food trends
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- Figure 30: Pancakebot pancake printer, 2016
Advertising and Marketing Activity
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- 84% increase in adspend between 2012-15
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- Figure 31: Total above-the line, online display and direct mail advertising expenditure on small kitchen appliances, 2012-2015 and Jan-Oct 2016
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- Figure 32: Above-the line, online display and direct mail advertising expenditure on small kitchen appliances, by advertiser, 2012-15
- Figure 33: Above-the line, online display and direct mail advertising expenditure on small kitchen appliances, by advertiser, Jan-Oct 2016
- Coffee brands dominate advertising
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- Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, by brand, 2015
- Television advertising is the dominant medium
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- Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, by media type, 2015
- The Black Friday effect
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 36: Attitudes towards and usage of selected brands, October 2016
- Key brand metrics
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- Figure 37: Key metrics for selected brands, October 2016
- Bosch is associated with high quality and innovation
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- Figure 38: Attitudes, by brand, October 2016
- Tefal and Kenwood are accessible brands
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- Figure 39: Brand personality – macro image, October 2016
- Bosch is at the cutting edge
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- Figure 40: Brand personality – micro image, October 2016
- Brand analysis
- Bosch is prestigious and at the cutting edge
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- Figure 41: User profile of Bosch, October 2016
- Tefal is trusted, accessible and offers good value
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- Figure 42: User profile of Tefal, October 2016
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- Figure 43: Tefal Toast 'n' Egg 'n' Beans Toaster, 2016
- Kenwood is trusted but lacks differentiation
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- Figure 44: User profile of Kenwood, October 2016
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- Figure 45: Kenwood, KMix stand mixer, 2016
- Consumers think Morphy Richards is tired and boring
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- Figure 46: User profile of Morphy Richards, October 2016
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- Figure 47: Morphy Richards, example of breakfast collections, 2016
- KitchenAid headline
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- Figure 48: User profile of KitchenAid, October 2016
The Consumer – What You Need to Know
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- High level of purchasing activity
- Kettles and toasters and kitchen essentials
- Argos, Amazon and Currys are most-used shops
- Two thirds shop in-store
- Widespread use of discounts and special offers
- Quicker, better and healthier eating
- 16-34s most interested in smart connected appliances
- Space limits ownership
- Quality and brand are key drivers
- Cutting down time and effort
- Three main target groups
Purchases of Small Kitchen Appliances
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- Kettles and toasters are the small kitchen appliances purchased most often
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- Figure 49: Purchases of small kitchen appliances, September 2016
- 64% of adults bought small kitchen appliances
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- Figure 50: Purchases of small kitchen appliances, repertoire, September 2016
- Survey for 2016 shows continuing buoyancy
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- Figure 51: Purchases of small kitchen appliances, September 2012 and September 2016
- Capsule/pod coffee makers bought as gifts by 5%
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- Figure 52: Purchases of small kitchen appliances, for self or gift, September 2016
Spend on Small Kitchen Appliances
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- Spending overview
- Average spend for selected appliances
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- Figure 53: Average Price paid for selected small kitchen appliances bought in the last 12 months, September 2016
- Rise in premium priced kettles
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- Figure 54: Spend on small kitchen appliances, kettles, September 2015-16
- Premium priced toasters popular
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- Figure 55: Spend on small kitchen appliances, toasters, September 2015-16
- Higher-priced ground coffee makers move ahead
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- Figure 56: Spend on small kitchen appliances, ground coffee maker, September 2016
- Falling price of capsule coffee makers
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- Figure 57: Spend on small kitchen appliances, capsule/pod coffee maker, September 2016
- 41% of blenders/mixers below £50
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- Figure 58: Spend on small kitchen appliances, food processor/blender/stand mixer, September 2016
Retailers Used for Small Kitchen Appliances
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- Argos is the retailer of choice for small kitchen appliances
- Currys and John Lewis more aspirational
- AO.com has plenty of headroom for growth
- Amazon is second-most used retailer for SKA
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- Figure 59: Retailers used for small kitchen appliances, September 2015-16
- 70% use one retailer
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- Figure 60: Retailers used for small kitchen appliances, repertoire, September 2016
In-store or Online Shopping for Small Kitchen Appliances
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- Retail outlets retain their relevance for SKA
- Home delivery outpaces click-and-collect
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- Figure 61: In-store or online shopping for small kitchen appliances, September 2016
Discounts and Special Offers
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- High usage of promotions and discounts
- Black Friday most popular with young men
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- Figure 62: Discounts and special offers used when buying small kitchen appliances, September 2016
Factors Influencing Choice of Food Preparation Appliances
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- Quicker, better and healthier
- Cooking to impress
- Interest in smart technology
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- Figure 63: Factors influencing choice of food preparation appliances, September 2016
Attitudes Regarding Small Kitchen Appliances
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- 72% are struggling for space
- Key drivers for SKA
- Judging quality helped by demonstrations
- Brands matter to 16-24s
- Smart homes
- Downsides of small kitchen appliances
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- Figure 64: Attitudes regarding small kitchen appliances, September 2016
Target Groups
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- Figure 65: Target groups for small kitchen appliances, September 2016
- About the Target Groups
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- Figure 66: Discounts and special offers used when buying small kitchen appliances, by Upscale, young and savvy target group, September 2016
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- Figure 67: Factors influencing choice of food preparation appliances, by target group, Upscale, Young and Savvy, September 2016
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast Methodology
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