Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The market
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- Figure 1: Total US sales and fan chart forecast of small kitchen appliances market, at current prices, 2013-23
- The issues
- Lack of need prevents purchasing
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- Figure 2: Select barriers to purchase, by small kitchen appliance, October 2018
- Smaller living spaces limits ownership
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- Figure 3: Ownership of select small kitchen appliances, by urban area, October 2018
- Older adults show little interest in trading up
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- Figure 4: Interest in select small kitchen appliances, any trial or interest (net), by age 55+, October 2018
- The opportunities
- Frequent usage of appliances can lead to shorter purchase cycles
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- Figure 5: Select attitudes and behaviors toward small kitchen appliances, October 2018
- At-home food sales growth can boost small kitchen appliances sales
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- Figure 6: BEA food sales at home and away from home, January 2010-August 2018
- Instant Pot benefits from convenience and social media
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- Figure 7: Select purchase influencers and select attitude toward small kitchen appliances, October 2018
- What it means
The Market – What You Need to Know
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- Small kitchen appliances market continues slow growth
- All segments experience gains, but small cooking appliances dominate
- Innovations may lessen need for cookware
- Population trends and at-home food sales impact market
Market Size and Forecast
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- Small kitchen appliances market continues slow, but steady growth
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- Figure 8: Total US sales and fan chart forecast of small kitchen appliances market, at current prices, 2013-23
- Figure 9: Total US sales and forecast of small kitchen appliances, at current prices, 2013-23
Market Breakdown
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- All segments experience gains, but small cooking appliances dominate
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- Figure 10: Total US retail sales of small kitchen appliances, by segment, at current prices, 2013-18
Market Perspective
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- Small kitchen appliance innovations may lessen need for cookware
Market Factors
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- Most US households are inside metropolitan areas
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- Figure 11: US households by metropolitan status, 2000 and 2018
- An aging population can lead to market struggles
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- Figure 12: Population aged 18 or older, by age, 2013-23
- At-home food sales encourage the small kitchen appliances market
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- Figure 13: BEA food sales at home and away from home, January 2010-August 2018
Key Players – What You Need to Know
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- Multi-tasking appliances are a must; air fryers drive consumer interest
- Single-serve beverage makers cannibalize ownership of drip coffee
- Beverage makers are expanding; small appliances are shrinking
What’s Happening?
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- Multi-tasking appliances drive interest yet challenge other appliances
- Social media instrumental to success of Instant Pot
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- Figure 14: Mentions of Instant Pot vs. slow cookers on social media, Twitter and Instagram, November 2015-18
- Air Fryers are gaining traction
What’s Struggling?
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- Single-serve beverage makers cannibalize ownership of drip coffee
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- Figure 15: Beverage appliance ownership, May 2012-June 2018
What’s Next?
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- Single-serve beverage makers expand usage occasions
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- Figure 16: How to Use Theraflu PowerPods for Cold & Flu - The Convenient Kitchen, August 2018
- Small kitchen appliances are becoming more compact
The Consumer – What You Need to Know
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- Ownership of cooking kitchen appliances is nearly universal
- Most purchases made at mass merchandisers and online-only retailers
- Lack of need prevents most small kitchen appliance purchases
- Convenience is key, but positive customer reviews matter too
- Most adults use their cooking appliances at least once a week
- Consumers seek innovations that provide convenience
Ownership and Interest in Small Kitchen Appliances
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- Ownership of cooking kitchen appliances is nearly universal
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- Figure 17: Ownership of small kitchen appliances, October 2018
- Instant Pot is driving interest in the category
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- Figure 18: Interest in owning small kitchen appliances, October 2018
- Young adults are engaged but still building their kitchen inventory
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- Figure 19: Ownership of select small kitchen appliances, by age, October 2018
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- Figure 20: Interest in owning small kitchen appliances, by age, October 2018
- Renters and urban adults report limited ownership, but express interest
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- Figure 21: Ownership of select small kitchen appliances, by housing situation and area, October 2018
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- Figure 22: Interest in owning select small kitchen appliances, by housing situation and area, October 2018
- Hispanics express interest in variety of appliances
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- Figure 23: Ownership of small kitchen appliances, by Hispanic origin, October 2018
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- Figure 24: Interest in owning select small kitchen appliances, by Hispanic origin, October 2018
Retailers Shopped
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- Most purchases made at mass merchandisers and online-only retailers
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- Figure 25: Retailers shopped, October 2018
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- Figure 26: In-store vs online, October 2018
- Older adults shop specialty, younger seek value
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- Figure 27: Select retailers shopped, by age, October 2018
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- Figure 28: Online vs in-store, by age, October 2018
Barriers to Purchase
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- A lack of need prevents most small kitchen appliance purchases
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- Figure 29: Barriers to purchase, October 2018
- Price prevents young adults from purchasing
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- Figure 30: Select barriers to purchase any specialty appliances, pressure cooker, and toaster oven, by age, October 2018
- Price and taste concerns are key barriers among Hispanics
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- Figure 31: Select barriers to purchase single-serve beverage maker and any specialty appliances, by Hispanic origin, October 2018
Purchase Influencers
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- Convenience is key, but positive customer reviews matter too
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- Figure 32: Purchase influencers, October 2018
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- Figure 33: TURF Analysis – Purchase influencers, October 2018
- Methodology
- Older adults seek convenience; recommendations influence young adults
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- Figure 34: Select purchase influencers, by age, October 2018
- Urban dwellers seek space-saving appliances
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- Figure 35: Select purchase influencers, by area, October 2018
- Hispanics are brand driven
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- Figure 36: Select purchase influencers, by Hispanic origin, October 2018
Attitudes and Behaviors toward Small Kitchen Appliances
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- Frequent usage of appliances is driven by convenience
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- Figure 37: Attitudes and behaviors toward small kitchen appliances, October 2018
- Taste and health-related benefits motivate adults aged 25-44
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- Figure 38: Select attitudes and behaviors toward small kitchen appliances, by age, October 2018
- Appliances motivate Hispanics to eat healthier meals
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- Figure 39: Select attitudes and behaviors toward small kitchen appliances, by Hispanic origin, October 2018
Usage and Interest in Small Kitchen Appliance Innovations
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- Consumers seek innovations that provide greater convenience
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- Figure 40: Usage and interest in small kitchen appliance innovations, October 2018
- Adults aged 18-44 express interest in nearly all innovations
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- Figure 41: Interest in select small kitchen appliances, any trial or interest (net), by age, October 2018
- Niche innovations capture attention of urban consumers
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- Figure 42: Interest in small kitchen appliances, any trial or interest (net), by area, October 2018
- A range of innovations spark interest among Hispanics
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- Figure 43: Interest in small kitchen appliances, any trial or interest (net), by Hispanic origin, October 2018
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 44: Total US sales and forecast of small kitchen appliances, at inflation-adjusted prices, 2013-23
- Figure 45: Total US retail sales and forecast of small kitchen appliances, by segment, at current prices, 2013-23
- Figure 46: Total US retail sales of small kitchen appliances, by segment, at current prices, 2016 and 2018
- Figure 47: Total US retail sales and forecast of small cooking appliances, at current prices, 2013-23
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- Figure 48: Total US retail sales and forecast of food prep appliances, at current prices, 2013-23
- Figure 49: Total US retail sales and forecast of beverage making appliances, at current prices, 2013-23
- Figure 50: 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 51: Summary of bases for attitudes toward the kitchen and cooking-any agree, small kitchen appliance and beverage maker appliance ownership, April 2010- June 2018
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- Figure 52: Small kitchen appliance ownership, by select demographics, April 2017- June 2018
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- Figure 53: Beverage appliance ownership, by select demographics, April 2017- June 2018
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