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Small Kitchen Appliances - UK - December 2012

“The ongoing gloom that has surrounded consumer finances is still creating a challenging environment for small kitchen appliances, even though value sales have benefited from the fact that within this category consumers are investing more in quality and what they perceive as value. Volume sales are still sluggish, and those categories which are associated with being gadgety or simply superfluous are declining in both volume and value, now that consumers are less prepared to spend money on products that they think will only serve a short lifespan in their kitchens.”

– Neil Mason, Head of Retail Research

Some questions answered in this report include:

  • What is the importance of fashion trends?
  • How important is multichannel retailing?
  • Pricing itself out of the market?
  • Are energy efficiency and eco concern driving new product development?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive summary

            • The market
              • Figure 1: Consumer spending on small kitchen appliances, 2007-17
            • The future
              • Market factors
                • Food preparation habits
                  • In-home entertaining losing appeal
                    • Companies, brands and innovation
                      • Figure 2: Brand shares in UK value sales of kettles, 2012
                      • Figure 3: Brand shares in UK value sales of food preparation appliances, 2012
                      • Figure 4: Brand shares in UK value sales of toasters, 2012
                    • Trends in innovation
                      • The consumer
                        • Ownership trends
                          • Figure 5: Trends in ownership of small kitchen appliances, 2008-12
                        • The universal appliances
                          • Passé appliances
                            • Kettle competition
                              • Figure 6: How often coffee machines are used in the household, by gender and age, September 2012
                            • Important features
                              • Figure 7: Importance of certain characteristics when it comes to replacing small kitchen appliances, September 2012
                            • When appliances are hard to apply
                              • Multichannel retailers dominate the SKA market
                                • Figure 8: Retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                              • Multichannel retailing dominates SKAs
                                • Figure 9: Online and in-store browsing and buying habits for small kitchen appliances, September 2012
                              • Buying behaviour
                                • Figure 10: Activities likely to do during process of buying small kitchen appliances, September 2012
                              • Impulse gives way to pragmatism
                                • What we think
                                • Issues in the Market

                                    • What is the importance of fashion trends?
                                      • What has been the impact of the GBBO and in-home dining trend?
                                        • How important is multichannel retailing?
                                          • Pricing itself out of the market?
                                            • Are energy efficiency and eco concern driving new product development?
                                            • Trend Application

                                                • Girly Men
                                                  • Experience is All
                                                    • 2015 Old Gold
                                                    • Internal Market Environment

                                                      • Key points
                                                        • Ownership trends
                                                          • Figure 11: Trends in ownership of small kitchen appliances, 2008-12
                                                        • The universal appliances
                                                          • Passé appliances
                                                            • Food preparation habits
                                                              • Figure 12: Agreement with statements on health and convenience in food preparation, 2008-12
                                                            • End of the counter trend?
                                                              • Figure 13: Agreement with attitudinal statements regarding cooking, 2008-12
                                                            • Rising prices
                                                              • Figure 14: Consumer price indices for household appliances, 2008-12
                                                            • Under the influence
                                                              • Environmental concern
                                                                • Figure 15: Agreement with ‘I would be prepared to pay more for environmentally friendly products’, 2008-12
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Explosion of broadband
                                                                  • Figure 16: Trends in broadband penetration, 2007-12
                                                                  • Figure 17: Ownership of smartphones and tablet computers, 2011 and 2012
                                                                • Age profile of the population
                                                                  • Figure 18: Trends in the age structure of the UK population, 2007-17
                                                                • Socio-economic trends
                                                                  • Figure 19: Forecast adult population trends, by socio-economic group, 2007-17
                                                                  • Figure 20: Number of residential UK property transactions with a value of £40,000 or above – seasonally adjusted, Q1 2006-Q2 2012
                                                                • Saving more in hard times
                                                                  • Figure 21: GDP, PDI, consumer expenditure and savings, at current prices, 2007-17
                                                                • 3 million more homes in a decade
                                                                  • Figure 22: UK households, by size, 2007-17
                                                              • Competitive Context

                                                                • Key points
                                                                  • Figure 23: Consumer expenditure on selected household products, 2007-12
                                                                • The Winners and Losers
                                                                  • Big ticket – big decline
                                                                  • Strengths and Weaknesses in the Market

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who's Innovating?

                                                                        • Key points
                                                                          • Convenience driving new innovation
                                                                            • Professional results
                                                                              • Healthier foods and cooking styles
                                                                                • Compact or smaller appliances for singles or smaller homes
                                                                                  • Use of advanced technology such as induction, sensors, new materials
                                                                                    • Colour and style trends – retro colours and styling, new co-ordinating ranges
                                                                                      • Retro rules design
                                                                                        • New celebrity tie-ups
                                                                                          • Green/ethical developments, energy-saving developments
                                                                                          • Market Size and Forecast

                                                                                            • Key points
                                                                                              • Small kitchen appliances back with a vengeance
                                                                                                • Figure 24: UK retail value sales of small kitchen appliances, at current and constant 2012 prices, 2007-17
                                                                                                • Figure 25: Consumer spending on small kitchen appliances, 2007-17
                                                                                                • Figure 26: Consumer spending on small kitchen appliances, by segment, 2008-12
                                                                                              • The future
                                                                                                • Forecast
                                                                                                • Market Segmentation

                                                                                                  • Key points
                                                                                                    • A mixed bag
                                                                                                      • Figure 27: UK retail value sales of small kitchen appliances, at current prices, 2008-12
                                                                                                    • Kettles
                                                                                                      • Figure 28: UK retail volume and value sales of kettles, at current and constant 2012 prices, and average price paid per unit, 2007-12
                                                                                                    • Toasters
                                                                                                      • Figure 29: UK retail volume and value sales of toasters, at current and constant 2012 prices, and average price paid per unit, 2007-12
                                                                                                    • Food preparation equipment
                                                                                                      • Figure 30: UK retail volume and value sales of food preparation equipment*, at current and constant 2012 prices, and average price paid per unit, 2007-12
                                                                                                    • Hot beverage makers
                                                                                                      • Figure 31: UK retail volume and value sales of hot beverage makers*, at current and constant 2012 prices, and average price paid per unit, 2007-12
                                                                                                    • Pump
                                                                                                      • Pod/capsule
                                                                                                        • Bean to cup
                                                                                                          • Built-in/integrated
                                                                                                            • Manual
                                                                                                              • Electrical gadgets
                                                                                                                • Figure 32: UK retail volume and value sales of electrical gadgets*, at current and constant 2012 prices, and average price paid per unit, 2007-12
                                                                                                              • Health grills
                                                                                                                • Figure 33: UK retail volume and value sales of health grills, at current and constant 2012 prices, and average price paid per unit, 2007-12
                                                                                                              • Other table-top cooking products
                                                                                                                • Healthy chips reinvigorate the fryer category
                                                                                                                  • In-home entertaining boosts demand for cooking theatre
                                                                                                                    • Old favourites simmering quietly
                                                                                                                      • Sous-vides warming nicely
                                                                                                                      • Market Share

                                                                                                                        • Key points
                                                                                                                          • Brand shares of kettles
                                                                                                                            • Figure 34: Brand shares in UK value sales of kettles, 2012
                                                                                                                          • Brand shares of food preparation
                                                                                                                            • Figure 35: Brand shares in UK value sales of food preparation appliances, 2012
                                                                                                                          • Brand shares of toasters
                                                                                                                            • Figure 36: Brand shares in UK value sales of toasters, 2012
                                                                                                                        • Companies and Products

                                                                                                                          • Pulse Home Products (Breville)
                                                                                                                            • Background
                                                                                                                              • Strategy and performance
                                                                                                                                • Figure 37: Pulse Home Products Ltd, financial performance, 2010 and 2011
                                                                                                                              • Product range
                                                                                                                                • Advertising and marketing
                                                                                                                                  • De’Longhi
                                                                                                                                    • Background
                                                                                                                                      • Strategy and performance
                                                                                                                                        • Figure 38: Financial performance of De’Longhi S.p.A, 2010 and 2011
                                                                                                                                      • Product range
                                                                                                                                        • Advertising and marketing
                                                                                                                                          • Kenwood
                                                                                                                                            • Background
                                                                                                                                              • Strategy and performance
                                                                                                                                                • Figure 39: Financial performance of Kenwood Limited, 2010 and 2011
                                                                                                                                              • Product range
                                                                                                                                                • Advertising and marketing
                                                                                                                                                  • Dualit
                                                                                                                                                    • Background
                                                                                                                                                      • Strategy and performance
                                                                                                                                                        • Figure 40: Financial performance of Dualit, 2010 and 2011
                                                                                                                                                      • Product range
                                                                                                                                                        • Advertising and marketing
                                                                                                                                                          • Groupe SEB
                                                                                                                                                            • Background
                                                                                                                                                              • Strategy and performance
                                                                                                                                                                • Figure 41: Financial performance of Groupe SEB, 2010 and 2011
                                                                                                                                                              • Product range
                                                                                                                                                                • Advertising and marketing
                                                                                                                                                                  • KitchenAid
                                                                                                                                                                    • Background
                                                                                                                                                                      • Strategy and performance
                                                                                                                                                                        • Figure 42: Financial performance of Whirlpool UK, 2010 and 2011
                                                                                                                                                                      • Product range
                                                                                                                                                                        • Advertising and marketing
                                                                                                                                                                          • Magimix
                                                                                                                                                                            • Background
                                                                                                                                                                              • Strategy and performance
                                                                                                                                                                                • Figure 43: Financial performance of Magimix, 2010 and 2011
                                                                                                                                                                              • Product range
                                                                                                                                                                                • Advertising and marketing
                                                                                                                                                                                  • Morphy Richards
                                                                                                                                                                                    • Background
                                                                                                                                                                                      • Strategy and performance
                                                                                                                                                                                        • Figure 44: Financial performance of Morphy Richards, 2010 and 2011
                                                                                                                                                                                      • Product range
                                                                                                                                                                                        • Advertising and marketing
                                                                                                                                                                                          • Panasonic
                                                                                                                                                                                            • Background
                                                                                                                                                                                              • Strategy and performance
                                                                                                                                                                                                • Figure 45: Financial performance of Panasonic UK Limited, 2010 and 2011
                                                                                                                                                                                              • Product range
                                                                                                                                                                                                • Advertising and marketing
                                                                                                                                                                                                  • Philips
                                                                                                                                                                                                    • Background
                                                                                                                                                                                                      • Strategy and performance
                                                                                                                                                                                                        • Figure 46: Financial performance of Royal Philips Electronics, 2010 and 2011
                                                                                                                                                                                                      • Product range
                                                                                                                                                                                                        • Advertising and marketing
                                                                                                                                                                                                          • Russell Hobbs
                                                                                                                                                                                                            • Background
                                                                                                                                                                                                              • Strategy and performance
                                                                                                                                                                                                                • Figure 47: Financial performance of Russell Hobbs Limited, 2010 and 2011
                                                                                                                                                                                                              • Product range
                                                                                                                                                                                                                • Advertising and marketing
                                                                                                                                                                                                                  • Other companies
                                                                                                                                                                                                                  • Channels to Market

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                        • Figure 48: UK retail distribution of small kitchen appliances, by outlet type, by value, 2012
                                                                                                                                                                                                                      • Comet – a falling star
                                                                                                                                                                                                                        • Online dictating market pace
                                                                                                                                                                                                                          • John Lewis growth aspirations
                                                                                                                                                                                                                            • Figure 49: Retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                          • Argos and supermarkets competing in the same space
                                                                                                                                                                                                                            • Brand-driven retail initiatives
                                                                                                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Full steam ahead as appliances retain strong backing
                                                                                                                                                                                                                                  • Figure 50: Main monitored media advertising spend on small kitchen appliances, by advertiser, 2009-12
                                                                                                                                                                                                                                  • Figure 51: Main media advertising expenditure on small kitchen appliances, by top ten brands, 2011
                                                                                                                                                                                                                                • Mass-market demand fuels television advertising
                                                                                                                                                                                                                                  • Figure 52: Main media advertising expenditure on small kitchen appliances, by media type, 2009-12
                                                                                                                                                                                                                                  • Figure 53: Main monitored media advertising spend on small kitchen appliances, by media type, 2011
                                                                                                                                                                                                                              • The Consumer – Purchasing Patterns

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                    • Figure 54: Purchasing of selected small kitchen appliances, 2008-12
                                                                                                                                                                                                                                    • Figure 55: Purchasing of selected small kitchen appliances, by gender and age, 2012
                                                                                                                                                                                                                                  • Spending levels
                                                                                                                                                                                                                                    • Figure 56: Average amount spent on selected small kitchen appliances, 2008-12
                                                                                                                                                                                                                                • The Consumer – Usage Frequency

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                      • Figure 57: How often small electrical appliances are used in the household, September 2012
                                                                                                                                                                                                                                      • Figure 58: How often small electrical appliances are used in the household, September 2012
                                                                                                                                                                                                                                    • Basic cooking for 15-24s
                                                                                                                                                                                                                                      • Kettle competition
                                                                                                                                                                                                                                          • Figure 59: How often coffee machines are used in the household, by gender and age, September 2012
                                                                                                                                                                                                                                          • Figure 60: How often coffee machines are used in the household, by socio-economic group, September 2012
                                                                                                                                                                                                                                        • Slow cooker, slow user
                                                                                                                                                                                                                                            • Figure 61: Weekly or more often use of slow cookers, by gender, age, region and socio-economic group, September 2012
                                                                                                                                                                                                                                          • Table-top cookers collecting dust
                                                                                                                                                                                                                                              • Figure 62: Frequency of use of deep fat fryers, by gender, age, region and socio-economic group, September 2012
                                                                                                                                                                                                                                              • Figure 63: Weekly or more often use of selected table-top cooking appliances, by age and gender, September 2012
                                                                                                                                                                                                                                              • Figure 64: Weekly or more often use of selected table-top cooking appliances, by employment status and socio-economic group, September 2012
                                                                                                                                                                                                                                            • Fashionable but still faddy
                                                                                                                                                                                                                                              • Figure 65: How often selected food preparation appliances are used in the household, September 2012
                                                                                                                                                                                                                                              • Figure 66: Weekly or more often use of selected food preparation appliances, by gender, age, employment status and socio-economic group, September 2012
                                                                                                                                                                                                                                          • The Consumer – Important Features

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Easy to use – the universal must
                                                                                                                                                                                                                                                • Figure 67: Importance of certain characteristics when it comes to replacing small kitchen appliances, September 2012
                                                                                                                                                                                                                                              • When appliances are hard to apply
                                                                                                                                                                                                                                                • When kitchen aid creates kitchen anarchy
                                                                                                                                                                                                                                                  • Efficiency
                                                                                                                                                                                                                                                    • Young consumers want speed and branding
                                                                                                                                                                                                                                                      • Easy to store
                                                                                                                                                                                                                                                        • Figure 68: Importance of easy to store when it comes to replacing small kitchen appliances, by gender, age, socio-economic group and presence of children, September 2012
                                                                                                                                                                                                                                                      • Important features
                                                                                                                                                                                                                                                        • Figure 69: Ownership of small electrical appliances, by features that are very important when it comes to replacing small kitchen appliances, September 2012
                                                                                                                                                                                                                                                    • The Consumer – Where Appliances are Purchased

                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                          • Figure 70: Retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                                                          • Figure 71: Retailers where small kitchen appliances have been purchased in the last 12 months – main demographics, September 2012
                                                                                                                                                                                                                                                        • Appliance to retailer
                                                                                                                                                                                                                                                          • Figure 72: Ownership of small electrical appliances, by most popular in-store retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                                                        • Debenhams low on the basics
                                                                                                                                                                                                                                                            • Figure 73: Ownership of small electrical appliances, by next most popular in-store retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                                                            • Figure 74: Ownership of small electrical appliances, by other in-store retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                                                          • Sainsbury’s has a finger in all the pies
                                                                                                                                                                                                                                                            • Online
                                                                                                                                                                                                                                                              • Figure 75: Ownership of small electrical appliances, by most popular online retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                                                              • Figure 76: Ownership of small electrical appliances, by next most popular online retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                                                          • The Consumer – How Consumers Purchase

                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                              • Multichannel retailing dominates SKAs
                                                                                                                                                                                                                                                                • Figure 77: Online and in-store browsing and buying habits for small kitchen appliances, September 2012
                                                                                                                                                                                                                                                              • Men and 25-34s dominate virtual shopping
                                                                                                                                                                                                                                                                • Figure 78: Online and in-store browsing and buying habits for small kitchen appliances, by gender, age, region and socio-economic group, September 2012
                                                                                                                                                                                                                                                              • Traditional high street shoppers are low-level appliance owners
                                                                                                                                                                                                                                                                • Figure 79: Ownership of small electrical appliances, by online and in-store browsing and buying habits for small kitchen appliances, September 2012
                                                                                                                                                                                                                                                            • The Consumer – Buying Strategies

                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                  • Figure 80: Activities likely to do during process of buying small kitchen appliances, September 2012
                                                                                                                                                                                                                                                                • Impulse gives way to pragmatism
                                                                                                                                                                                                                                                                  • Pragmatists vs cost cutters
                                                                                                                                                                                                                                                                    • Figure 81: Those who wait for the sales before buying a small kitchen appliance, by gender, age, socio-economic group and qualifications, September 2012
                                                                                                                                                                                                                                                                  • Sources of advice
                                                                                                                                                                                                                                                                    • Compare the market…
                                                                                                                                                                                                                                                                      • Minority lured by cheapest on display
                                                                                                                                                                                                                                                                        • Warranties and after-care
                                                                                                                                                                                                                                                                          • Profiling purchase habits
                                                                                                                                                                                                                                                                            • Figure 82: Online and in-store browsing and buying habits for small kitchen appliances, by most popular activities likely to do during process of buying small kitchen appliances, September 2012
                                                                                                                                                                                                                                                                            • Figure 83: Online and in-store browsing and buying habits for small kitchen appliances, by next most popular activities likely to do during process of buying small kitchen appliances, September 2012
                                                                                                                                                                                                                                                                          • The impact of purchasing habits on retailer
                                                                                                                                                                                                                                                                            • Figure 84: Online and in-store browsing and buying habits for small kitchen appliances, by most popular retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                                                                          • Wilkinson lures impulse on price
                                                                                                                                                                                                                                                                            • Figure 85: Online and in-store browsing and buying habits for small kitchen appliances, by next most popular retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                                                                            • Figure 86: Online and in-store browsing and buying habits for small kitchen appliances, by most popular retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                                                                          • How retailers can capitalise on consumer shopping habits and strategies
                                                                                                                                                                                                                                                                            • Figure 87: Activities likely to do during process of buying small kitchen appliances, by most popular retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                                                                            • Figure 88: Activities likely to do during process of buying small kitchen appliances, by next most popular retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                                                                            • Figure 89: Activities likely to do during process of buying small kitchen appliances, by other retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                                                                          • Assessing the pureplayers
                                                                                                                                                                                                                                                                            • Figure 90: Activities likely to do during process of buying small kitchen appliances, by most popular retailers where small kitchen appliances have been purchased in the last 12 months, September 2012
                                                                                                                                                                                                                                                                        • The Consumer – Target Groups

                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                            • Five main types of group
                                                                                                                                                                                                                                                                                • Figure 91: Small kitchen appliances target groups, September 2012
                                                                                                                                                                                                                                                                              • Aloof Buyers – 35%
                                                                                                                                                                                                                                                                                • Aloof Buyers profile
                                                                                                                                                                                                                                                                                  • Figure 92: Aloof Buyer target group, by demographics, September 2012
                                                                                                                                                                                                                                                                                • The Price is Right – 21%
                                                                                                                                                                                                                                                                                  • The Price is Right profile
                                                                                                                                                                                                                                                                                    • Figure 93: The Price Is Right target group, by demographics, September 2012
                                                                                                                                                                                                                                                                                  • All About the Sales – 21%
                                                                                                                                                                                                                                                                                    • Figure 94: All About the Sales target group, by demographics, September 2012
                                                                                                                                                                                                                                                                                  • Knowledge Is Power – 16%
                                                                                                                                                                                                                                                                                    • Figure 95: Knowledge Is Power target group, by demographics, September 2012
                                                                                                                                                                                                                                                                                  • Retail Magnets – 7%
                                                                                                                                                                                                                                                                                    • Figure 96: Retail Magnets target group, by demographics, September 2012
                                                                                                                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                                                                                                                    • Figure 97: Ownership of small kitchen appliances, by demographics, 2012
                                                                                                                                                                                                                                                                                    • Figure 98: Ownership of small kitchen appliances, by demographics, 2012
                                                                                                                                                                                                                                                                                    • Figure 99: Agreement with statements on health and convenience in food preparation, by demographics, 2012
                                                                                                                                                                                                                                                                                • Appendix – The Consumer – Purchasing Patterns

                                                                                                                                                                                                                                                                                    • Figure 100: Purchasing of selected small kitchen appliances, by demographics, 2012
                                                                                                                                                                                                                                                                                • Appendix – The Consumer – Ownership

                                                                                                                                                                                                                                                                                    • Figure 101: Most popular ownership of small electrical appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 102: Next most popular ownership of small electrical appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 103: Other ownership of small electrical appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                • Appendix – The Consumer – Usage Frequency

                                                                                                                                                                                                                                                                                    • Figure 104: How often kettle is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 105: How often toaster is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 106: How often handheld blender/mixer/whisk is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 107: How often sandwich toaster is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 108: How often food processor/blender/mixer is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 109: How often steamer is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 110: How often coffee maker/percolator is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 111: How often slow cooker is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 112: How often deep fat fryer is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 113: How often juicer is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 114: How often table-top grill/cooker is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 115: How often bread maker is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 116: How often smoothie maker is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 117: How often pressure cooker is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 118: How often buffet servers/hot plates are used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 119: How often fat-reducing grill is used in the household, by demographics, September 2012
                                                                                                                                                                                                                                                                                • Appendix – The Consumer – Important Features

                                                                                                                                                                                                                                                                                    • Figure 120: Importance of easy to use when it comes to replacing small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 121: Importance of easy to clean when it comes to replacing small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 122: Importance of efficiency when it comes to replacing small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 123: Importance of speed when it comes to replacing small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 124: Importance of easy to store when it comes to replacing small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 125: Importance of safety features when it comes to replacing small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 126: Importance of well-known brand when it comes to replacing small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 127: Importance of matches my kitchen, colour scheme or other appliance when it comes to replacing small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 128: Importance of stylish design when it comes to replacing small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 129: Importance of versatility when it comes to replacing small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 130: Importance of in-built technology which selects the best settings when it comes to replacing small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 131: Importance of noise reduction when it comes to replacing small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 132: Importance of lighter weight when it comes to replacing small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                • Appendix – The Consumer – Where Appliances are Purchased

                                                                                                                                                                                                                                                                                    • Figure 133: Most popular retailers where in-store small kitchen appliances have been purchased in the last 12 months, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 134: Next most popular retailers where in-store small kitchen appliances have been purchased in the last 12 months, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 135: Other retailers where in-store small kitchen appliances have been purchased in the last 12 months, by demographics, September 2012
                                                                                                                                                                                                                                                                                • Appendix – The Consumer– How Consumers Purchase

                                                                                                                                                                                                                                                                                    • Figure 136: Online and in-store browsing and buying habits for small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                • Appendix – The Consumer – Buying Strategies

                                                                                                                                                                                                                                                                                    • Figure 137: Most popular activities likely to do during process of buying small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                    • Figure 138: Next most popular activities likely to do during process of buying small kitchen appliances, by demographics, September 2012
                                                                                                                                                                                                                                                                                • Appendix – The Consumer – Target Groups

                                                                                                                                                                                                                                                                                    • Figure 139: Small kitchen appliances target groups, by demographics, September 2012

                                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                                • Antony Worrall Thompson
                                                                                                                                                                                                                                                                                • Avance UK
                                                                                                                                                                                                                                                                                • Braun GmbH
                                                                                                                                                                                                                                                                                • Breville
                                                                                                                                                                                                                                                                                • BSH Home Appliances Corporation [Bosch]
                                                                                                                                                                                                                                                                                • De'Longhi S.p.A.
                                                                                                                                                                                                                                                                                • Dualit Limited
                                                                                                                                                                                                                                                                                • Emma Bridgewater
                                                                                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                                                                                • Gaggenau
                                                                                                                                                                                                                                                                                • Glen Dimplex UK Ltd
                                                                                                                                                                                                                                                                                • Good Housekeeping
                                                                                                                                                                                                                                                                                • Jarden Corporation
                                                                                                                                                                                                                                                                                • Kenwood Ltd
                                                                                                                                                                                                                                                                                • Magimix
                                                                                                                                                                                                                                                                                • Matsushita Electric Industrial Co., Ltd.
                                                                                                                                                                                                                                                                                • Morphy Richards Ltd
                                                                                                                                                                                                                                                                                • Moulinex
                                                                                                                                                                                                                                                                                • Nicky Clarke
                                                                                                                                                                                                                                                                                • Panasonic
                                                                                                                                                                                                                                                                                • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                                                                                • Pulse Home Products Ltd
                                                                                                                                                                                                                                                                                • Rayovac UK
                                                                                                                                                                                                                                                                                • Rowenta
                                                                                                                                                                                                                                                                                • Royal Philips Electronics
                                                                                                                                                                                                                                                                                • Russell Hobbs
                                                                                                                                                                                                                                                                                • Saeco International Group
                                                                                                                                                                                                                                                                                • Siemens plc
                                                                                                                                                                                                                                                                                • Spectrum Brands, Inc.
                                                                                                                                                                                                                                                                                • Tefal UK
                                                                                                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                                                                                                • Whirlpool Corporation
                                                                                                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                                                                                                Small Kitchen Appliances - UK - December 2012

                                                                                                                                                                                                                                                                                £1,995.00 (Excl.Tax)