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Small Kitchen Appliances - UK - December 2009

Too many small kitchen appliances quickly lose their novelty appeal and end up at the back of a cupboard. Manufacturers need to remind the two-fifths of adults with appliances that they no longer use of their products’ benefits and inspire them with new ideas for using them.

Consumers are becoming disillusioned with the short life span of many modern small appliances and four in ten (14 million) are prepared to pay more for quality that lasts to save themselves money in the longer term and benefit the environment.

The big brands need to give consumers more reasons to choose their products over retailer own brands. Only one in four (9 million) prefer well-known brands compared with three in ten (10 million) that think retailer own brands are just as good.

Space is an issue for a quarter of older consumers (55-64-year-olds) who are likely to have accumulated more appliances over the years. New product development needs to focus on compact products that have combined functions for consumers with limited space.

Over a third of adults (13 million) think the style/look of an appliance is important. Affluent 25-34-year-olds are the key group to target with stylish designs.

The internet is now a major vehicle for comparing small kitchen appliances. More than one in four (9 million) compare products and prices then buy on the internet. The same proportion browse online then buy in a store.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Finding the missing buyers
              • Putting excitement into small kitchen appliances
                • Smaller households
                • Market in Brief

                  • Market contracts in recession
                    • Competition between retailer and manufacturer brands
                      • Changing purchase patterns
                        • Future market growth
                        • Internal Market Environment

                          • Key points
                            • Ownership of small domestic kitchen appliances
                              • Figure 1: Trends in ownership of small kitchen appliances, 2007-09
                            • Pricing
                              • Figure 2: Annual changes in consumer prices for major household and small electrical equipment, 2004-09
                            • Continuing interest in home cooking
                              • Figure 3: Interest in cooking and home meal preparation, 2004-09
                            • Health and convenience
                              • Figure 4: Health and convenience in food preparation, 2004-09
                            • Celebrity chefs
                              • In-home food market
                                • Figure 5: In-home food market growth rates, at constant 2009 prices, 2004-14
                              • Fashion
                                • Green retailing
                                • Broader Market Environment

                                  • Key points
                                    • Recession knocks discretionary spending
                                      • Figure 6: GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
                                    • Fewer house moves contribute to slow market
                                      • Figure 7: UK housing market, 2004-08
                                    • Smaller small appliances
                                      • Figure 8: UK households, by size, 2004-14
                                    • Demographic trends favour specialist appliances
                                        • Figure 9: Trends in the age structure of the UK population, 2004-14
                                        • Figure 10: Forecast adult population trends, by socio-economic group, 2004-14
                                      • Internet penetration
                                          • Figure 11: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2004-09
                                      • Competitive Context

                                        • Key points
                                          • Spending on household goods
                                            • Figure 12: Small kitchen appliances market compared to other household electricals, 2004-08
                                          • Can’t compete on excitement
                                          • Strengths and Weaknesses in the Market

                                            • Strengths
                                              • Weaknesses
                                              • Who’s Innovating?

                                                • Key points
                                                  • Convenience
                                                    • Versatility
                                                      • Energy efficiency
                                                        • Styling
                                                          • Cost saving
                                                            • Celebrity ranges
                                                              • Smaller households
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Low consumer confidence halts market
                                                                    • Figure 13: UK retail volume and value sales of small kitchen appliances, at current and constant 2009 prices, 2004-14
                                                                  • The future
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Appliances for food preparation
                                                                        • Figure 14: UK retail volume and value sales of small kitchen appliances for food preparation*, at current and constant 2009 prices, 2004-14
                                                                        • Figure 15: UK retail volume and value sales of small kitchen appliances for food preparation, at current and constant 2009 prices, by sector, 2005-09
                                                                      • Kettles
                                                                        • Figure 16: UK retail volume and value sales of kettles, at current and constant 2004 prices, and average price paid per unit, 2004-09
                                                                      • Home food preparation favours low-cost mixers
                                                                        • Figure 17: UK retail volume and value sales of food preparation equipment*, at current and constant 2004 prices, and average price paid per unit, 2004-09
                                                                      • Coffee machines maintain growth
                                                                        • Figure 18: UK retail volume and value sales of coffee and tea makers*, at current and constant 2004 prices, and average price paid per unit, 2004-09
                                                                      • Electrical gadgets hit by recession
                                                                        • Figure 19: UK retail volume and value sales of electrical kitchen gadgets, at current and constant 2004 prices, and average price paid per unit, 2004-09
                                                                      • Appliances for table-top cooking
                                                                        • Figure 20: UK retail volume and value sales of table-top cooking appliances*, at current and constant 2009 prices, 2004-14
                                                                        • Figure 21: Retail sales of small kitchen appliances for table-top cooking, by sector, by volume and value, 2005-09
                                                                      • Toasters
                                                                        • Figure 22: UK retail volume and value sales of toasters, at current and constant 2004 prices, and average price paid per unit, 2004-09
                                                                      • Health continues as a theme
                                                                        • Figure 23: UK retail volume and value sales of health grills at current and constant 2004 prices, and average price paid per unit, 2004-09
                                                                      • Niche products hit the buffers
                                                                      • Market Share

                                                                        • Key points
                                                                          • Kettles moving to retailer brands
                                                                            • Figure 24: Brand shares in the UK kettles market, by value, 2006-08
                                                                          • Food preparation premium brands
                                                                            • Figure 25: Brand shares in the UK food preparation market*, by value, 2006-08
                                                                          • Coffee and tea makers
                                                                            • Figure 26: Brand shares in the UK coffee and tea makers market*, by value, 2006-08
                                                                          • Toasters – brands in retreat
                                                                            • Figure 27: Brand shares in the UK toasters market, by value, 2006-08
                                                                          • Deep fat fryers go low fat
                                                                            • Figure 28: Brand shares in the UK deep fat fryers market, by value, 2006-08
                                                                          • Health grills – other brands muscle in
                                                                            • Figure 29: Brand shares in the UK health grills market, by value, 2006-08
                                                                          • Bread makers go mid-market
                                                                            • Figure 30: Brand shares in the UK breadmakers market, by value, 2006-08
                                                                        • Companies and Products

                                                                            • Figure 31: Brand map of the small kitchen appliances market, 2009
                                                                          • Major players
                                                                            • Pulse Home Products (Breville)
                                                                              • De’Longhi SpA
                                                                                • De’Longhi UK
                                                                                  • Kenwood
                                                                                      • Figure 32: Kenwood, financial performance, 2007 and 2008
                                                                                    • Dualit Ltd
                                                                                        • Figure 33: Dualit Ltd, financial performance, 2007 and 2008
                                                                                      • Groupe SEB
                                                                                          • Figure 34: Groupe SEB, financial performance 2007 and 2008
                                                                                          • Figure 35: Groupe SEB, half-yearly financial performance, 2008-09
                                                                                        • KitchenAid
                                                                                          • Magimix
                                                                                              • Figure 36: Magimix UK, financial performance, 2007 and 2008
                                                                                            • Morphy Richards
                                                                                                • Figure 37: Morphy Richards, financial performance, 2007 and 2008
                                                                                              • Philips
                                                                                                  • Figure 38: Royal Philips, nine months financial performance, 2008 and 2009
                                                                                                • Russell Hobbs
                                                                                                  • Other companies
                                                                                                  • Brand Elements

                                                                                                    • Key points
                                                                                                      • Brand map
                                                                                                          • Figure 39: Attitudes towards and usage of small kitchen appliance brands, September 2009
                                                                                                        • Brand qualities of small kitchen appliance brands
                                                                                                          • Reliability key to success
                                                                                                            • Figure 40: Personalities of various small kitchen appliance brands, September 2009
                                                                                                          • Experience of small kitchen appliance brands
                                                                                                            • Mass market brands most used
                                                                                                              • Figure 41: Consumer usage of various small kitchen appliance brands, September 2009
                                                                                                            • Brand intentions for small kitchen appliance brands
                                                                                                              • Moulinex most considered
                                                                                                                • Figure 42: Consideration of various small kitchen appliance brands, September 2009
                                                                                                              • Brand satisfaction for small kitchen appliance brands
                                                                                                                • Mass brands top performers
                                                                                                                  • Figure 43: Satisfaction with various small kitchen appliance brands, September 2009
                                                                                                                • Brand commitment to small kitchen appliance brands
                                                                                                                  • Kenwood and Tefal most recommended
                                                                                                                    • Figure 44: Commitment to various small kitchen appliance brands, September 2009
                                                                                                                  • Morphy Richards
                                                                                                                    • What the consumer thinks
                                                                                                                      • Figure 45: Attitudes towards the Morphy Richards brand, September 2009
                                                                                                                    • Breville
                                                                                                                      • What the consumer thinks
                                                                                                                        • Figure 46: Attitudes towards the Breville brand, September 2009
                                                                                                                      • Russell Hobbs
                                                                                                                        • What the consumer thinks
                                                                                                                          • Figure 47: Attitudes towards the Russell Hobbs brand, September 2009
                                                                                                                        • De’Longhi
                                                                                                                          • What the consumer thinks
                                                                                                                            • Figure 48: Attitudes towards the De’Longhi brand, September 2009
                                                                                                                          • Kenwood
                                                                                                                            • What the consumer thinks
                                                                                                                              • Figure 49: Attitudes towards the Kenwood brand, September 2009
                                                                                                                          • Brand Communication and Promotion

                                                                                                                            • Key points
                                                                                                                              • Adspend starting to recover
                                                                                                                                • Figure 50: Total main media advertising expenditure on kettles, percolators and coffee makers, and food mixers and processors, 2005-08
                                                                                                                                • Figure 51: Total main media advertising expenditure on kettles, percolators and coffee makers, and food mixers and processors, January to September 2007-09
                                                                                                                              • Coffee machines lead advertising spend
                                                                                                                                • Figure 52: Main media advertising expenditure on kettles, percolators and coffee makers, 2005-08
                                                                                                                                • Figure 53: Main media advertising expenditure on food mixers and processors, by advertiser, 2005-08
                                                                                                                              • Press takes share from TV
                                                                                                                                • Figure 54: Main media advertising expenditure on kettles, percolators and coffee makers, and food mixers and processors, by media type, 2005-08
                                                                                                                              • Advertising geared to the Christmas market
                                                                                                                                • Figure 55: Main media advertising expenditure on kettles, percolators and coffee makers, and food mixers and processors, by quarter, 2008
                                                                                                                            • Channels to Market

                                                                                                                              • Key points
                                                                                                                                • Electrical chains lose share
                                                                                                                                  • Figure 56: Retail distribution of the uk market for small kitchen appliances, 2007-09
                                                                                                                                • Supermarkets make more ground
                                                                                                                                  • Argos facing more competition
                                                                                                                                  • Purchasing of Small Kitchen Appliances

                                                                                                                                    • Key points
                                                                                                                                      • Purchase levels stabilise
                                                                                                                                        • Figure 57: Trends in purchasing of small kitchen appliances, 2007-09
                                                                                                                                        • Figure 58: Purchase of toasters, by age group, 2009
                                                                                                                                        • Figure 59: Purchase of food processors, by age group, 2009
                                                                                                                                        • Figure 60: Purchase of filter coffee makers and espresso machines, by age group, 2009
                                                                                                                                      • Wide range of appliances bought
                                                                                                                                        • Figure 61: Kitchen appliances bought in last three years, August 2009
                                                                                                                                      • Mature kettles needed
                                                                                                                                        • Figure 62: Purchase of kettles over the last three years, by age group and gender, August 2009
                                                                                                                                      • Younger consumers aim for ease of preparation
                                                                                                                                        • ABs avoid some appliances
                                                                                                                                          • Figure 63: Purchase of sandwich makers, toasters, deep fat fryers and slow cookers over the last three years, by socio-economic group, August 2009
                                                                                                                                        • Age polarises buying repertoires
                                                                                                                                          • Figure 64: Repertoire of kitchen appliances bought in last three years, August 2009
                                                                                                                                          • Figure 65: Repertoire of kitchen appliances bought in last three years, by age and socio-economic group, August 2009
                                                                                                                                      • Source of Purchase

                                                                                                                                        • Key points
                                                                                                                                          • A three way fight
                                                                                                                                            • Figure 66: Source of purchase for small kitchen appliances during last three years, August 2009
                                                                                                                                          • Argos and Asda appeal to C2DE consumers
                                                                                                                                            • Many consumers use more than one source
                                                                                                                                              • Figure 67: Repertoire of sources of purchase for small kitchen appliances, August 2009
                                                                                                                                          • Buying Behaviour and Attitudes Towards Small Kitchen Appliances

                                                                                                                                            • Key points
                                                                                                                                                • Figure 68: Buying behaviour and attitudes towards small kitchen appliances, August 2009
                                                                                                                                              • Appliances a waste of money
                                                                                                                                                  • Figure 69: Consumers who have appliances they no longer use, by age, August 2009
                                                                                                                                                • Quality and style scores with ABC1 consumers
                                                                                                                                                    • Figure 70: Attitudes towards durability and style, by age and socio-economic group, August 2009
                                                                                                                                                  • Space at a premium for old consumers
                                                                                                                                                      • Figure 71: Consumers who think appliances take up too much space, by age and socio-economic group, August 2009
                                                                                                                                                    • Mixed attitudes to brands
                                                                                                                                                      • Figure 72: Consumers who consider retailer brands as good quality as manufacturer brands, by gender, socio-economic group and age, August 2009
                                                                                                                                                    • Impulse purchases more significant than endorsements
                                                                                                                                                      • Internet a major source of information and purchase
                                                                                                                                                          • Figure 73: Consumers who compare prices and buy on the internet, by age and socio-economic group, August 2009
                                                                                                                                                      • Target Groups

                                                                                                                                                        • Key findings
                                                                                                                                                          • Identifying targets
                                                                                                                                                            • Figure 74: Marketing targets for small kitchen appliances, August 2009
                                                                                                                                                          • Cautious (16%)
                                                                                                                                                            • Practical (21%)
                                                                                                                                                              • Brand orientated (22%)
                                                                                                                                                                • Apathetic (41%)
                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                    • Figure 75: Ownership of small kitchen appliances, by demographics, 2009
                                                                                                                                                                    • Figure 76: Ownership of small kitchen appliances, by demographics, 2009
                                                                                                                                                                    • Figure 77: Annual changes in consumer prices for major household and small electrical equipment, 2004-09
                                                                                                                                                                    • Figure 78: In-home food market, at current prices, 2004-14
                                                                                                                                                                    • Figure 79: In-home food market, at 2009 prices, 2004-14
                                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                                    • Figure 80: Trends in the age structure of the UK population, by gender, 2004-14
                                                                                                                                                                • Appendix – Brand Communication and Promotion

                                                                                                                                                                    • Figure 81: Main media advertising expenditure on kettles, percolators and coffee makers, and food mixers and processors, by quarter, 2008
                                                                                                                                                                • Appendix – Purchasing of Small Kitchen Appliances

                                                                                                                                                                    • Figure 82: Purchase of small kitchen appliances, by demographics, 2009
                                                                                                                                                                    • Figure 83: Purchase of small kitchen appliances, by demographics, 2009
                                                                                                                                                                    • Figure 84: Small kitchen appliances bought in last three years, by demographics, August 2009
                                                                                                                                                                    • Figure 85: Small kitchen appliances bought in last three years, by demographics, August 2009
                                                                                                                                                                    • Figure 86: Small kitchen appliances bought in last three years, by demographics, August 2009
                                                                                                                                                                    • Figure 87: Repertoire of small kitchen appliances bought in last three years, by demographics, August 2009
                                                                                                                                                                    • Figure 88: Small kitchen appliances bought in last three years, by repertoire of kitchen appliances bought in last three years, August 2009
                                                                                                                                                                • Appendix – Source of Purchase

                                                                                                                                                                    • Figure 89: Source of purchase for small kitchen appliances, by demographics, August 2009
                                                                                                                                                                    • Figure 90: Source of purchase for small kitchen appliances, by demographics, August 2009
                                                                                                                                                                    • Figure 91: Repertoire of source of purchase for small kitchen appliances, by demographics, August 2009
                                                                                                                                                                    • Figure 92: Source of purchase for small kitchen appliances, by repertoire of source of purchase for small kitchen appliances, August 2009
                                                                                                                                                                • Appendix – Buying Behaviour and Attitudes Towards Small Kitchen Appliances

                                                                                                                                                                    • Figure 93: General attitudes towards small kitchen appliances, by demographics, August 2009
                                                                                                                                                                    • Figure 94: Buying behaviour when buying small kitchen appliances by demographics, August 2009
                                                                                                                                                                    • Figure 95: Motivations for buying small kitchen appliances, by demographics, August 2009
                                                                                                                                                                    • Figure 96: Internet and buying small kitchen appliances, by demographics, August 2009
                                                                                                                                                                    • Figure 97: Consumer typologies for buying small kitchen appliances, by demographics, August 2009
                                                                                                                                                                • Appendix – Target Groups

                                                                                                                                                                    • Figure 98: Buying behaviour and attitudes, by consumer typologies, August 2009
                                                                                                                                                                    • Figure 99: Consumer typologies, by small kitchen appliances bought in last three years, August 2009
                                                                                                                                                                    • Figure 100: Consumer typologies, by source of purchase for small kitchen appliances, August 2009
                                                                                                                                                                    • Figure 101: Repertoire of small kitchen appliances bought in last three years, by consumer typologies, August 2009
                                                                                                                                                                    • Figure 102: Repertoire of source of purchase for small kitchen appliances, by consumer typologies, August 2009

                                                                                                                                                                Companies Covered

                                                                                                                                                                • Alba plc
                                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                • Amazon.co.uk
                                                                                                                                                                • Antony Worrall Thompson
                                                                                                                                                                • Argos
                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                • Braun GmbH
                                                                                                                                                                • Breville
                                                                                                                                                                • Brita Water Filter Systems Ltd.
                                                                                                                                                                • British Market Research Bureau (BMRB)
                                                                                                                                                                • BSH Home Appliances Corporation [Bosch]
                                                                                                                                                                • Bush Radio plc
                                                                                                                                                                • Co-operative Group
                                                                                                                                                                • Comet Group Ltd
                                                                                                                                                                • Conair Corporation
                                                                                                                                                                • Currys
                                                                                                                                                                • De'Longhi S.p.A.
                                                                                                                                                                • Debenhams Total (GTV)
                                                                                                                                                                • Department for Environment, Food & Rural Affairs
                                                                                                                                                                • Discovery Channel
                                                                                                                                                                • DSG Electricals UK
                                                                                                                                                                • Dualit Limited
                                                                                                                                                                • Euronics UK (C.I.H)
                                                                                                                                                                • Fairtrade Foundation (The)
                                                                                                                                                                • Formula One Administration Ltd
                                                                                                                                                                • Gaggia United Kingdom Ltd
                                                                                                                                                                • George Foreman
                                                                                                                                                                • Glen Dimplex UK Ltd
                                                                                                                                                                • Good Housekeeping
                                                                                                                                                                • Google UK
                                                                                                                                                                • Gordon Ramsay Holdings
                                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                                • Groupe SEB
                                                                                                                                                                • Homebase Ltd
                                                                                                                                                                • House of Fraser Plc
                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                • Jamie Oliver
                                                                                                                                                                • JCB
                                                                                                                                                                • John Lewis Partnership
                                                                                                                                                                • Kenwood Electronics UK Ltd
                                                                                                                                                                • Kingfisher UK & Ireland
                                                                                                                                                                • Kraft Foods UK
                                                                                                                                                                • Lidl (UK)
                                                                                                                                                                • Luigi Lavazza SpA
                                                                                                                                                                • Magimix
                                                                                                                                                                • Marco Pierre White
                                                                                                                                                                • Market & Opinion Research International (MORI)
                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                • Miele Inc
                                                                                                                                                                • Morphy Richards Ltd
                                                                                                                                                                • Moulinex
                                                                                                                                                                • Nestlé UK Ltd
                                                                                                                                                                • Netto Foodstores Ltd
                                                                                                                                                                • Nicky Clarke
                                                                                                                                                                • Nigella Lawson
                                                                                                                                                                • Nintendo UK Entertainment Ltd
                                                                                                                                                                • Office for National Statistics
                                                                                                                                                                • Panasonic
                                                                                                                                                                • Philips Consumer Electronics UK
                                                                                                                                                                • Pulse Home Products Ltd
                                                                                                                                                                • Robert Bosch Ltd
                                                                                                                                                                • Rowenta
                                                                                                                                                                • Royal Philips Electronics
                                                                                                                                                                • Russell Hobbs
                                                                                                                                                                • Rutland Fund Management Limited
                                                                                                                                                                • Sabichi Homewares Ltd
                                                                                                                                                                • Salton Europe
                                                                                                                                                                • Siemens plc
                                                                                                                                                                • Tefal UK
                                                                                                                                                                • Tesco Plc
                                                                                                                                                                • Waitrose
                                                                                                                                                                • Whirlpool Corporation
                                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                Small Kitchen Appliances - UK - December 2009

                                                                                                                                                                £1,995.00 (Excl.Tax)