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Small Kitchen Appliances - UK - December 2011

“There has been a proliferation of choice in small kitchen appliances and innovation has touched almost every aspect of product styling and design. Today’s consumers are met with a range of choices that span rock bottom value products right through to high-tech luxury items. Products are available that create the ultimate convenience and there are gadgets to suit most types of cook. Style and colour have entered the market, creating a splash of options that turn the appliances into the ultimate cool accessory for the kitchen. Arguably appliances can help put their owners on the map, helping build image as a cook, connoisseur or foodie.”

– Jane Westgarth, Senior Household Goods Analyst

Some questions answered in this report include:

  • How has innovation helped to boost demand for small kitchen appliances?
  • Which small kitchen appliances are most and least used by consumers?
  • What are the key factors influencing consumer choices?
  • How much does cooking style influence demand?
  • How much online shopping is there for small cooking appliances?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer spending on small kitchen appliances, 2006-16
              • Figure 2: Consumer spend on small kitchen appliances, by type, 2007 and 2011 (est)
            • Market factors
              • Figure 3: Ownership of selected small kitchen appliances, 2011
              • Figure 4: Ownership of coffee filter machines and espresso machines, by age and socio-economic group, 2011
            • Companies, brands and innovation
              • Figure 5: Brand shares in UK value sales of kettles, 2011 (est)
              • Figure 6: Brand shares in UK value sales of toasters, 2011 (est)
              • Figure 7: Brand shares in UK value sales of food preparation appliances, 2011 (est)
            • The consumer
              • Figure 8: Households purchasing small kitchen appliances, selected items, 2007 and 2011
              • Figure 9: Repertoire of ownership of small kitchen appliances, September 2011
              • Figure 10: Factors affecting choice of small kitchen appliances, by gender, September 2011
              • Figure 11: Shopping for small kitchen appliances, September 2011
            • Typologies
              • Figure 12: Customer typologies, by attitudes towards cooking, September 2011
            • What we think
            • Issues in the Market

                • How has innovation helped to boost demand for small kitchen appliances?
                  • Which small kitchen appliances are most and least used by consumers?
                    • What are the key factors influencing consumer choices?
                      • How much does cooking style influence demand?
                        • How much online shopping is there for small cooking appliances?
                        • Future Opportunities

                            • Make it Mine
                              • Prepare for the Worst
                              • Internal Market Environment

                                • Key points
                                  • Kettles and toasters widely owned
                                    • Figure 13: Trends in ownership of small kitchen appliances, 2009-11
                                  • Kettle and toaster ownership waning
                                    • Scope to increase ownership of many other appliances
                                      • Hot drinks at home
                                        • Figure 14: Ownership of coffee filter machines and espresso machines, by age and socio-economic group, 2011
                                        • Figure 15: UK consumption of coffee, February 2011
                                      • Easier cooking with small appliances
                                        • Figure 16: Agreement with statements on health and convenience in food preparation, 2007-11
                                      • Rising prices
                                        • Figure 17: Consumer Price Indices for household appliances, 2008-11
                                      • Environmental issues
                                      • Broader Market Environment

                                        • Key points
                                          • Explosion of broadband
                                            • Figure 18: Broadband penetration, 2006-11
                                            • Figure 19: Selected electronic products/services have at home, 2009-11
                                          • Saving more in hard times
                                            • Figure 20: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                          • Three million more homes drive demand
                                            • Figure 21: UK households, by size, 2006-16
                                          • Age trends within the population
                                            • Figure 22: Trends in the age structure of the UK population, 2006-16
                                          • Premiumisation within small kitchen appliances
                                            • Figure 23: Forecast adult population trends, by socio-economic group, 2006-16
                                          • Consumer spending
                                            • Figure 24: Consumer spending, small household electrical appliances*, 2006-10
                                        • Competitive Context

                                          • Key points
                                            • How sales of small kitchen appliances compare
                                              • Figure 25: Comparison of consumer spend on small kitchen appliances with other household markets, 2007-11
                                          • Strengths and Weaknesses in the Market

                                            • Strengths
                                              • Weaknesses
                                              • Who’s Innovating?

                                                • Key points
                                                  • Innovative products
                                                    • New cooking trends
                                                      • New colours and limited editions
                                                        • Saving energy
                                                          • Premium lines
                                                            • Healthier eating
                                                              • Vintage style
                                                                • Innovative coffees
                                                                  • Compact coffee machines
                                                                    • Innovative functions
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Strong sales, despite economic squeeze
                                                                          • Figure 26: UK retail value sales of small kitchen appliances, at current and constant 2011 prices, 2006-16
                                                                          • Figure 27: UK retail value sales of small kitchen appliances, at current prices, 2007 and 2011
                                                                        • The future
                                                                          • Forecast
                                                                              • Figure 28: Consumer spending on small kitchen appliances, 2006-16
                                                                            • Hot beverage makers will set the pace
                                                                              • Figure 29: Consumer spending on small kitchen appliances, by segment, 2006-16
                                                                          • Market Segmentation

                                                                            • Key points
                                                                              • Demand eases in 2011
                                                                                • Figure 30: UK retail value sales of small kitchen appliances, at current prices, 2007-11
                                                                              • Explosion of choice
                                                                                • Figure 31: Estimated breakdown of sales of small kitchen appliances, by value, 2011 (est)
                                                                              • Kettles
                                                                                • Figure 32: UK retail volume and value sales of kettles, at current and constant 2011 prices, and average price paid per unit, 2006-11
                                                                              • Food preparation equipment
                                                                                • Figure 33: UK retail volume and value sales of food preparation equipment*, at current and constant 2011 prices, and average price paid per unit, 2006-11
                                                                              • Hot beverage makers
                                                                                • Figure 34: UK retail volume and value sales of hot beverage makers*, at current and constant 2011 prices, and average price paid per unit, 2006-11
                                                                              • Electrical gadgets
                                                                                • Figure 35: UK retail volume and value sales of electrical gadgets*, at current and constant 2011 prices, and average price paid per unit, 2006-11
                                                                              • Toasters
                                                                                • Figure 36: UK retail volume and value sales of toasters, at current and constant 2011 prices, and average price paid per unit, 2006-11
                                                                              • Health grills
                                                                                • Figure 37: UK retail volume and value sales of health grills, at current and constant 2011 prices, and average price paid per unit, 2006-11
                                                                              • Other products
                                                                              • Market Share

                                                                                • Key points
                                                                                  • Brand shares of kettles
                                                                                    • Figure 38: Brand shares in UK value sales of kettles, 2011 (est)
                                                                                    • Figure 39: Examples of kettles from Tesco own-label range, December 2011
                                                                                  • Brand shares of food preparation
                                                                                    • Figure 40: Brand shares in UK value sales of food preparation appliances, 2011 (est)
                                                                                  • Brand shares of toasters
                                                                                    • Figure 41: Brand shares in UK value sales of toasters, 2011 (est)
                                                                                • Companies and Products

                                                                                  • Key points
                                                                                    • Pulse Home Products (Breville)
                                                                                        • Figure 42: Pulse Home Products Ltd, financial performance, 2009 and 2010
                                                                                      • De’Longhi
                                                                                          • Figure 43: Financial performance of De’Longhi S.p.A, 2009 and 2010
                                                                                        • Kenwood
                                                                                            • Figure 44: Financial performance of Kenwood Limited, 2009 and 2010
                                                                                          • Dualit
                                                                                              • Figure 45: Financial performance of Dualit Limited, 2009 and 2010
                                                                                            • Groupe SEB
                                                                                                • Figure 46: Financial performance of Groupe SEB, 2009 and 2010
                                                                                              • KitchenAid
                                                                                                  • Figure 47: Financial performance of Whirlpool Corporation, 2009 and 2010
                                                                                                  • Figure 48: First six months financial performance of Whirlpool Corporation, 2010 and 2011
                                                                                                • Magimix
                                                                                                  • Figure 49: Financial performance of Magimix UK Limited, 2009 and 2010
                                                                                                • Morphy Richards
                                                                                                    • Figure 50: Financial performance of Morphy Richards Limited, 2009 and 2010
                                                                                                  • Philips
                                                                                                      • Figure 51: Financial performance of Royal Philips Electronics, 2009 and 2010
                                                                                                    • Russell Hobbs
                                                                                                        • Figure 52: Financial performance of Russell Hobbs Limited, 2009 and 2010
                                                                                                      • Other small kitchen appliance suppliers
                                                                                                      • Channels to Market

                                                                                                        • Key points
                                                                                                          • Figure 53: UK retail distribution of small kitchen appliances, by outlet type, by value, 2011 (est)
                                                                                                        • Argos faces stiff competition
                                                                                                          • John Lewis presses ahead with ‘At Home’
                                                                                                            • Other
                                                                                                              • Internet retailing
                                                                                                              • Brand Communication and Promotion

                                                                                                                • Key points
                                                                                                                  • Advertising small kitchen appliances
                                                                                                                    • Figure 54: Main monitored media advertising spend on small kitchen appliances, by advertiser, 2007-11*
                                                                                                                  • TV and press dominate spending
                                                                                                                    • Figure 55: Main monitored media advertising spend on small kitchen appliances, by media type, 2010
                                                                                                                • The Consumer – Ownership and Purchasing Patterns

                                                                                                                  • Key points
                                                                                                                    • Purchasing of selected small kitchen appliances
                                                                                                                      • Figure 56: Purchasing of selected small kitchen appliances, 2007-11
                                                                                                                    • Ownership and usage
                                                                                                                      • Figure 57: Ownership and usage of small kitchen appliances, September 2011
                                                                                                                    • How many appliances do they own?
                                                                                                                      • Figure 58: Repertoire of ownership of small kitchen appliances, September 2011
                                                                                                                    • Low levels of ownership among younger consumers
                                                                                                                      • Over-55s have the highest level of ownership
                                                                                                                        • Higher socio-economic groups have a large repertoire
                                                                                                                          • Household size makes a difference
                                                                                                                          • The Consumer – Factors Influencing Choice

                                                                                                                            • Key points
                                                                                                                              • What influences choice of small appliances?
                                                                                                                                • Figure 59: Factors affecting choice of small kitchen appliances, by gender, September 2011
                                                                                                                              • Women more engaged with small appliances than men
                                                                                                                                • Small appliances as the latest accessory?
                                                                                                                                  • Younger consumers swayed by style
                                                                                                                                    • Weak brand awareness
                                                                                                                                      • Not a popular choice as a gift
                                                                                                                                      • The Consumer – How They Shop For Small Kitchen Appliances

                                                                                                                                        • Key points
                                                                                                                                          • Shopping for small kitchen appliances
                                                                                                                                            • Figure 60: Shopping for small kitchen appliances, September 2011
                                                                                                                                          • More than a third of online respondents prefer to buy online
                                                                                                                                            • Reluctant to shop with young children
                                                                                                                                              • People without cars are more interested in online shopping
                                                                                                                                                • Attitudes towards shopping for small kitchen appliances
                                                                                                                                                  • Sale shopping and price
                                                                                                                                                    • Figure 61: Attitudes towards shopping for small kitchen appliances, sales and cheapest prices, September 2011
                                                                                                                                                  • Who reads reviews?
                                                                                                                                                    • Figure 62: Attitudes towards shopping for small kitchen appliances, customer reviews, September 2011
                                                                                                                                                  • Reasons to visit stores
                                                                                                                                                    • Figure 63: Attitudes towards shopping for small kitchen appliances, stores, staff and warranties, September 2011
                                                                                                                                                • The Consumer – Target Groups

                                                                                                                                                  • Key points
                                                                                                                                                    • Customer typologies
                                                                                                                                                        • Figure 64: Consumer typologies, type of cook, September 2011
                                                                                                                                                      • Reluctant Cooks (17%)
                                                                                                                                                          • Figure 65: Factors affecting choice of small kitchen appliances, by Reluctant Cooks target group, September 2011
                                                                                                                                                          • Figure 66: Shopping for small kitchen appliances, by Reluctant Cooks target group, September 2011
                                                                                                                                                        • Convenience Cooks (22%)
                                                                                                                                                            • Figure 67: Factors affecting choice of small kitchen appliances, by Convenience Cooks target group, September 2011
                                                                                                                                                            • Figure 68: Shopping for small kitchen appliances, by Convenience Cooks target group, September 2011
                                                                                                                                                          • Enthusiastic Experimenters (33%)
                                                                                                                                                              • Figure 69: Factors affecting choice of small kitchen appliances, by Enthusiastic Experimenters target group, September 2011
                                                                                                                                                              • Figure 70: Shopping for small kitchen appliances, by Enthusiastic Experimenters target group, September 2011
                                                                                                                                                            • Traditional Cooks (28%)
                                                                                                                                                                • Figure 71: Factors affecting choice of small kitchen appliances, by Traditional Cooks target group, September 2011
                                                                                                                                                                • Figure 72: Shopping for small kitchen appliances, by Traditional Cooks target group, September 2011
                                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                                • Figure 73: Broadband penetration, by demographics, 2006-11
                                                                                                                                                            • Appendix – Broader Market Environment

                                                                                                                                                              • Drop in house moves
                                                                                                                                                                • Figure 74: Residential property transactions, by quarter, 2006-11
                                                                                                                                                            • Appendix – The Consumer – Ownership and Purchasing Patterns

                                                                                                                                                                • Figure 75: Purchasing of small kitchen appliances, by demographics, 2011
                                                                                                                                                                • Figure 76: Purchasing of small kitchen appliances, by demographics, 2011
                                                                                                                                                                • Figure 77: Ownership and usage of kettles, by demographics, September 2011
                                                                                                                                                                • Figure 78: Ownership and usage of toasters, by demographics, September 2011
                                                                                                                                                                • Figure 79: Ownership and usage of hand-held blender/mixer/whisks, by demographics, September 2011
                                                                                                                                                                • Figure 80: Ownership and usage of sandwich toasters, by demographics, September 2011
                                                                                                                                                                • Figure 81: Ownership and usage of food processor/blender/mixers, by demographics, September 2011
                                                                                                                                                                • Figure 82: Ownership and usage of steamers, by demographics, September 2011
                                                                                                                                                                • Figure 83: Ownership and usage of coffee maker/percolators, by demographics, September 2011
                                                                                                                                                                • Figure 84: Ownership and usage of slow cookers, by demographics, September 2011
                                                                                                                                                                • Figure 85: Ownership and usage of deep fat fryers, by demographics, September 2011
                                                                                                                                                                • Figure 86: Ownership and usage of juicers, by demographics, September 2011
                                                                                                                                                                • Figure 87: Ownership and usage of table-top grill/cookers, by demographics, September 2011
                                                                                                                                                                • Figure 88: Ownership and usage of bread makers, by demographics, September 2011
                                                                                                                                                                • Figure 89: Ownership and usage of smoothie makers, by demographics, September 2011
                                                                                                                                                                • Figure 90: Ownership and usage of pressure cookers, by demographics, September 2011
                                                                                                                                                                • Figure 91: Ownership and usage of buffet servers/hot plates, by demographics, September 2011
                                                                                                                                                                • Figure 92: Ownership and usage of other small kitchen appliances, by demographics, September 2011
                                                                                                                                                                • Figure 93: Ownership and usage of small kitchen appliances, by demographics, September 2011
                                                                                                                                                            • Appendix – The Consumer – Factors Influencing Choice

                                                                                                                                                                • Figure 94: Most popular factors affecting choice of small kitchen appliances, by demographics, September 2011
                                                                                                                                                                • Figure 95: Next most popular factors affecting choice of small kitchen appliances, by demographics, September 2011
                                                                                                                                                            • Appendix – The Consumer – How They Shop for Small Kitchen Appliances

                                                                                                                                                                • Figure 96: Shopping for small kitchen appliances, by demographics, September 2011
                                                                                                                                                                • Figure 97: Most popular shopping for small kitchen appliances, by demographics, September 2011
                                                                                                                                                                • Figure 98: Next most popular shopping for small kitchen appliances, by demographics, September 2011
                                                                                                                                                            • Appendix – The Consumer – Target Groups

                                                                                                                                                                • Figure 99: Target groups, by demographics, September 2011

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Antony Worrall Thompson
                                                                                                                                                            • Braun GmbH
                                                                                                                                                            • Comet Group Ltd
                                                                                                                                                            • De'Longhi S.p.A.
                                                                                                                                                            • Dixons Retail Plc
                                                                                                                                                            • Dualit Limited
                                                                                                                                                            • Gaggia United Kingdom Ltd
                                                                                                                                                            • Glen Dimplex UK Ltd
                                                                                                                                                            • Kenwood Electronics UK Ltd
                                                                                                                                                            • Luigi Lavazza SpA
                                                                                                                                                            • Morphy Richards Ltd
                                                                                                                                                            • Moulinex
                                                                                                                                                            • Panasonic
                                                                                                                                                            • Pulse Home Products Ltd
                                                                                                                                                            • Russell Hobbs
                                                                                                                                                            • Siemens plc
                                                                                                                                                            • Tefal UK
                                                                                                                                                            • Whirlpool Corporation

                                                                                                                                                            Small Kitchen Appliances - UK - December 2011

                                                                                                                                                            £1,750.00 (Excl.Tax)