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Small Kitchen Appliances - US - September 2005

INTRODUCTION AND ABBREVIATIONS
Introduction
Other relevant reports
Definition
Food preparation
Tabletop cooking
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Homeownership, home moves, and remodeling drive sales
Price deflation dampening sales value
Blenders, single-serve coffeemakers make headway
Manufacturers squeezed between rising costs and powerful retailers
Partnerships rejuvenate advertising and promotions
Consumer research findings
Future trends
Forecast
MARKET DRIVERS
Moving home
Figure 1: Existing and new home sales and new housing starts (single-unit, privately owned homes), 1999-2004
Homeownership
Figure 2: Small kitchen appliance ownership, by ownership of residence, 2004
Homeownership is rising
Figure 3: Percentage of U.S. households owning homes, 1999-2004
Trends in kitchen remodeling/improving
Figure 4: Spending for residential improvements, at current and constant prices, 1999-2004
Figure 5: Chart: Spending for residential improvements, at current and constant prices, 1999-2004*
Income
Figure 6: Number of households per income group, 2000 and 2003
Figure 7: Graph: Share of households per income group in 2003 and change from 2000
Income, home ownership, and remodeling
Replacement cycles
Figure 8: Life-expectancy of cooking appliances, and units to be replaced, 2004 and 2005
Cooking trends
Figure 9: Time and cooking from scratch, April 2005
Women in the workforce
Figure 10: Cooking for fun, by gender, 2004
Size of the household/presence of children
Figure 11: U.S. households, by size, 2004
Figure 12: Graph: U.S. households, by size, 2004
Population characteristics
Figure 13: U.S. population, by age, 2000-10
Figure 14: Annual spending on food, by age, 2003
Figure 15: Home moves, purchase of new home and first home ownership, by age and marital status, 2004
Influence by generation
Figure 16: Incidence of and interest in cooking from scratch, by age, April 2005
MARKET SIZE AND TRENDS
Overview
Figure 17: Total U.S. retail sales of small kitchen appliances, at current and constant prices, 2000-2005
Figure 18: Graph: Total U.S. retail sales of small kitchen appliances, at current and constant prices, 2000-2005*
Convenience, style, and innovation
Move towards premium appliances
Single-serve blenders and brewers
Pod-systems partner food companies with appliance manufacturers
MARKET SEGMENTATION
Overview
Figure 19: Sales of small kitchen appliances, segmented by type of products, 2003 and 2005
Figure 20: Graph: Sales of small kitchen appliances, segmented by type of products, 2005
 FOOD PREPARATION APPLIANCES
Blenders
Figure 21: Sales of blenders, at current and constant prices, 2000-2005
Figure 22: Graph: Sales of blenders, at current and constant prices, 2000-2005*
Coffeemakers (and espresso machines)
Figure 23: Sales of coffeemakers, at current and constant prices, 2000-2005
Figure 24: Graph: Sales of coffeemakers, at current and constant prices, 2000-2005*
Kitchen gadgets
Figure 25: Sales of kitchen gadgets, at current and constant prices, 2000-2005
Figure 26: Graph: Sales of kitchen gadgets, at current and constant prices, 2000-2005*
Food processors
Figure 27: Sales of food processors, at current and constant prices, 2000-2005
Figure 28: Graph: Sales of food processors, at current and constant prices, 2000-2005*
Other food preparation appliances
Figure 29: Sales of other food preparation appliances, at current and constant prices, 2000-2005
Figure 30: Graph: Sales of other food preparation appliances, at current and constant prices, 2000-2005*
 TABLETOP COOKING APPLIANCES
Toasters and toaster ovens
Figure 31: Sales of toasters and toaster ovens, at current and constant prices, 2000-2005
Figure 32: Graph: Sales of toasters and toaster ovens, at current and constant prices, 2000-2005*
Tabletop grills
Figure 33: Sales of tabletop grills at current and constant prices, 2000-2005
Figure 34: Graph: Sales of tabletop grills at current and constant prices, 2000-2005*
Breadmakers
Figure 35: Sales of breadmakers, at current and constant prices, 2000-2005
Figure 36: Graph: Sales of breadmakers, at current and constant prices, 2000-2005*
Slow cookers
Figure 37: Sales of slow cookers, at current and constant prices, 2000-2005
Figure 38: Graph: Sales of slow cookers, at current and constant prices, 2000-2005*
Deep fryers
Figure 39: Sales of deep fryers, at current and constant prices, 2000-2005
Figure 40: Graph: Sales of deep fryers, at current and constant prices, 2000-2005*
Other tabletop cooking devices
Figure 41: Sales of other tabletop cooking appliances, at current and constant prices, 2000-2005
Figure 42: Graph: Sales of other tabletop cooking appliances, at current and constant prices, 2000-2005*
SUPPLY STRUCTURE
Overview
 COMPANIES AND BRANDS
Figure 43: Manufacturer sales of small kitchen appliances, 2003 and 2005
Figure 44: Manufacturer sales of small kitchen appliances, 2005
Applica
Jarden Corporation
NACCO (Hamilton Beach/Proctor-Silex (HB/PS))
Salton, Inc.
The Holmes Group (THG)
National Presto
Conair Corporation
ADVERTISING AND PROMOTION
Introduction
Celebrity chefs and cooking shows
Direct response TV marketing
Print advertising by product, 2004 Q1
Brand perception
Figure 45: Respondents’ attitudes towards small appliance brand, December 2004
 COMPANY ACTIVITY
Applica
Jarden
Sanseo
The Holmes Group
RETAIL DISTRIBUTION
Introduction
Figure 46: U.S. retail sales of small kitchen appliances, by channel, 2003 and 2005
Mass merchandisers and clubs
Figure 47: Leading mass merchandiser, by number of outlets
Wal-Mart
Target
Department Stores
Figure 48: Leading department stores retailers, by number of outlets, 2004-2005
Sears
J.C. Penney
Specialty and electronics stores
Figure 49: Number of stores for leading specialty and electronics retailers, 2005
Home improvement and hardware stores
Figure 50: Number of home improvement/hardware outlets among leading retailers, 2005
THE CONSUMER
Introduction
Ownership of small kitchen appliances
Figure 51: Small kitchen appliance ownership, by single men and women, January-September 2004
Figure 52: Small kitchen appliance ownership, by race/ethnicity, January-September 2004
Figure 53: Small kitchen appliance ownership, by age, January-September 2004
Figure 54: Small kitchen appliance ownership, by marital status, January-September 2004
Figure 55: Small kitchen appliance ownership, by household income, January-September 2004
The relationship between homeownership and small kitchen appliances
Figure 56: Small kitchen appliance ownership, by ownership of residence, January-September 2004
Figure 57: Small kitchen appliance purchases in the last 12 months, January-September 2004
Purchases by cohort
How lifestyle impacts ownership of specific appliances
Figure 58: Leisure activity by ownership of specific small appliances, January-September 2004
How food behavior affects product ownership
Figure 59: Respondent attitudes to food, by ownership of specific small kitchen appliances, January-September 2004
Figure 60: Ownership of small kitchen appliances, by respondent attitudes toward food, January-September 2004
Number of meals cooked per week
Figure 61: Small kitchen appliance purchase in the last two years and frequency of cooking, December 2004
Figure 62: Frequency of cooking, by gender, December 2004
Figure 63: Frequency of cooking, by age, December 2004
Purchase of cookware as gifts
Figure 64: Ownership and recent purchase of SKAs by whether respondent buys skas as gifts, December 2004
Figure 65: Incidence of purchasing cookware as a gift, by race/ethnicity, December 2004
The importance of cooking tool appearance
Figure 66: Small kitchen appliance ownership and importance of appearance, December 2004
Figure 67: Importance of appearance of small kitchen appliances, by gender, December 2004
Figure 68: Importance of appearance of small kitchen appliances, by household income, December 2004
Figure 69: Importance of appearance of small kitchen appliances, by race/ethnicity, December 2004
Figure 70: Importance of appearance of mall kitchen appliances, by age, December 2004
Cooking shows and small kitchen appliances
Figure 71: Small kitchen appliance purchase by whether cooking shows are watched, December 2004
Figure 72: Incidence of watching cooking shows, by gender, December 2004
Figure 73: Incidence of watching cooking shows, by presence of children, December 2004
Influence of infomercials on purchase of appliances
Figure 74: Small kitchen appliance purchasing based on watching an infomercial, December 2004
Figure 75: Influence of infomercials on purchase, by household income, December 2004
Summary of findings by demographic groups
FUTURE AND FORECAST
 FUTURE TRENDS
Rising threat of obesity
Increasing prices for oil and raw material
Multiple appliance functions in one appliance
Demographic change
Home sales and remodeling trends
Hurricane Katrina disaster to have impact on near term sales
 MARKET FORECAST
Small kitchen appliances
Figure 76: Forecast of total U.S. sales of small kitchen appliances, at current and constant prices, 2005-2010
Figure 77: Graph: Forecast of total U.S. sales of small kitchen appliances, at current and constant prices, 2005-2010*
Coffeemakers
Figure 78: Forecast of U.S. sales of coffeemakers, at current and constant prices, 2005-2010
Figure 79: Graph: Forecast of U.S. sales of coffeemakers, at current and constant prices, 2005-2010*
Blenders
Figure 80: Forecast of U.S. sales of blenders, at current and constant prices, 2005-2010
Figure 81: Graph: Forecast of U.S. sales of blenders, at current and constant prices, 2005-2010*
Toasters and toaster ovens
Figure 82: Forecast of U.S. sales of toasters and toaster ovens, at current and constant prices, 2005-2010
Figure 83: Graph: Forecast of U.S. sales of toasters and toaster ovens, at current and constant prices, 2005-2010*
Tabletop grills
Figure 84: Forecast of U.S. sales of tabletop grills, at current and constant prices, 2005-2010
Figure 85: Graph: Forecast of U.S. sales of tabletop grills, at current and constant prices, 2005-2010*
Forecast factors
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: COHORT DEFINITIONS

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