Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The market
- Small kitchen appliance market outlook appears promising
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- Figure 1: Total US sales and fan chart forecast of small kitchen appliances, at current prices, 2012-22
- The issues
- Online key in research process, but some adverse to shopping it
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- Figure 2: Online research process, negative attitudes toward shopping online, October 2017
- Cost tops the list of single-serve beverage makers pitfalls
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- Figure 3: Negative attitudes toward single-serve beverage makers, October 2017
- The opportunities
- Current usage habits present opportunities to trade up
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- Figure 4: Any small cooking appliance and beverage appliance ownership and usage, by age, October 2017
- Utilize media outlets to educate consumers, showcase features
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- Figure 5: Media influencers, by age, parental status, October 2017
- Focus on convenience to encourage increased spend
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- Figure 6: Willingness to pay for innovations, October 2017
- What it means
The Market – What You Need to Know
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- Market maintains steady growth
- Perception and benefits of cooking benefit the market
- Growth in spend on food in- and out-of-home
Market Size and Forecast
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- Small cooking appliances give market a boost
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- Figure 7: Total US sales and fan chart forecast of small kitchen appliances, at current prices, 2012-22
- Figure 8: Total US retail sales and forecast of small kitchen appliances, at current prices, 2012-22
Market Breakdown
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- Cooking appliances see growth, beverage appliance segment stabilizes
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- Figure 9: Total US retail sales of small kitchen appliances, by segment, at current prices, 2012-17
Market Perspective
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- Increased positivity toward kitchen and cooking
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- Figure 10: Attitudes toward the kitchen and cooking, any agree, April 2009 – May 2017
- The pursuit of healthier living is ongoing
- Living location drives interest in compact appliance designs
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- Figure 11: Ownership and usage of select small kitchen and beverages (currently own and use), by living location, October 2017
- Could the crack down on sugar benefit carbonated beverage makers?
Market Factors
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- Population growth, particularly in adults 25-44, is favorable for market
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- Figure 12: Population aged 18 or older, by age, 2012-22
- Stabilizing birthrate benefits category
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- Figure 13: Households, by presence of related children, 2006-16
- Adults spending more on food in- and out-of-home
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- Figure 14: Food sales at home and away from home, August 2003-17
Key Trends – What You Need to Know
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- Brands reach consumers via media, meal kits
- Small cooking appliance trends: make cooking effortless
- Beverage appliance segment sees slight rebound
- Smart small kitchen appliances expanding
What We’re Seeing
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- Media, meal kits reach younger consumers
- Copper ceramic coating penetrates small kitchen appliance market
- One pot cooking appeals to busy, health-conscious consumers
- Sous vide turns novice chefs into experts
What’s Struggling?
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- Beverage maker manufacturers attempt to reverse segment struggles
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- Figure 15: Total US retail sales of beverage making appliances, at current prices, 2012-17
- Drip coffeemakers add new features
- Meanwhile, Keurig attempts to convert drip coffee drinkers
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- Figure 16: Keurig Brew the Love campaign ad, October 5, 2017
- Gourmia introduces multi capsule unit
- SodaStream partners with fitness and nutrition expert
- Other retailers stealing share from department stores, warehouse clubs
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- Figure 17: Total US retail sales of small kitchen appliances, by channel, at current prices, 2015 and 2017
What’s Next?
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- Assistants, smart features help home cooks
- Unique designs could stand out in crowded market
The Consumer – What You Need to Know
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- Universal household penetration of appliances, lapsed usage low
- Online is key in research process
- Some reservations about online shopping
- Media could encourage purchase for one quarter of consumers
- Cost the biggest hindrance to owning single-serve beverage maker
- Innovations that add convenience, save time most valuable
Cooking and Beverage Appliance Ownership and Usage
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- Lapsed usage low for most small kitchen appliances
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- Figure 18: Cooking and beverage appliance ownership and usage, October 2017
- Adults aged 35-54, parents get the most use of their appliances
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- Figure 19: Ownership and usage of select small kitchen and beverage appliances (currently own and use), by age, parental status, October 2017
- Hispanics over index on specialized appliances
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- Figure 20: Ownership and usage of select small kitchen and beverage appliances (currently own and use), by Hispanic origin, October 2017
Research/Purchase Process
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- Online beats out in-person research
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- Figure 21: Research/purchase process, October 2017
- Young adults, parents utilize multiple tools for research
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- Figure 22: Research/purchase process, by age, parental status, October 2017
- In-store research important among Hispanics
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- Figure 23: In-store research/purchase process, by Hispanic origin, October 2017
Attitudes toward Shopping Online
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- Fear and skepticism hinder potential online buyers
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- Figure 24: Attitudes toward shopping online, October 2017
- Men view buying online more favorably
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- Figure 25: Attitudes toward shopping online, by gender, October 2017
- In-person experience important to older adults
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- Figure 26: Attitudes toward shopping online, by age, October 2017
Influencers
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- Replacement drives purchase, though media has influence
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- Figure 27: Influencers, October 2017
- Younger adults, parents more influenced by media and online
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- Figure 28: Select influencers, by age, October 2017
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- Figure 29: Online influencers, by parental status, October 2017
Attitudes toward Single-serve Beverage Makers
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- Single-serve beverage makers cannibalizing ownership of drip coffee…
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- Figure 30: Small kitchen appliance and beverage maker appliance ownership, April 2009-May 2017
- …but there are barriers to overcome
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- Figure 31: Attitudes toward single-serve beverage makers, October 2017
- Price, brew-size could be barriers for ownership among older adults
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- Figure 32: Attitudes toward single-serve beverage makers, by age, October 2017
- Trade in to trade up: young adults willing to upgrade beverage maker
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- Figure 33: Attitudes toward replacing or upgrading single-serve beverage makers, by age, October 2017
Willingness to Pay for Innovations
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- Convenience features could encourage increased spend
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- Figure 34: Willingness to pay for innovations, October 2017
- Younger adults, parents drive interest in the newest features
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- Figure 35: Interest and willingness to pay for innovations, by age, parental status, October 2017
- Hispanics express interest in range of innovations
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- Figure 36: Interest and willingness to pay for innovations, by Hispanic origin, October 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 37: Total US retail sales and forecast of small kitchen appliances, at inflation-adjusted prices, 2012-22
- Figure 38: Total US retail sales and forecast of small kitchen appliances, by segment, at current prices, 2012-22
- Figure 39: Total US retail sales of small kitchen appliances, by segment, at current prices, 2015 and 2017
- Figure 40: Total US retail sales and forecast of small cooking appliances, at current prices, 2012-22
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- Figure 41: Total US retail sales and forecast of food prep appliances, at current prices, 2012-22
- Figure 42: Total US retail sales and forecast of beverage making appliances, at current prices, 2012-22
- Figure 43: Total US retail sales of small kitchen appliances, by channel, at current prices, 2015 and 2017
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Appendix – The Consumer
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- Figure 44: Summary of bases for Attitudes toward the kitchen and cooking, any agree, small kitchen appliance and beverage maker appliance ownership, April 2009- May 2017
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- Figure 45: Small kitchen appliance ownership, by select demographics, April 2016- May 2017
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- Figure 46: Beverage appliance ownership, by select demographics, April 2016- May 2017
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- Figure 47: Social media usage, by age, parental status, October 2017
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