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Small Kitchen Appliances - UK - December 2013

“Despite the economic gloom that has shrouded consumers in the last five years we have seen significant demand for coffee machines and food mixers. People’s love affair with good coffee stemmed from enjoying their coffee shop experiences and now they want to create coffee shop quality at home. And, what may have begun as a response to a rising need to be thriftier with the food budget has become a kitchen craft, as people want to create the indulgent treats they see on programmes like the Great British Bakeoff.”

– Jane Westgarth, Senior Retail Analyst

Some questions answered in this report include:

  • Will the trend for café-quality coffee at home continue to drive demand for coffee makers?
  • What features encourage people to pay extra when buying a coffee maker?
  • Are people worried about the energy their small kitchen appliances use?
  • What role does style play in shaping demand for small kitchen appliances?
  • Is brand a deciding factor for small kitchen appliances?

Since 2008 the economy has been tough and consumers have seen their personal disposable income decline in real terms. Yet, small kitchen appliances have fared relatively well thanks to many households regarding some as a ‘must-have’ necessity – people will replace kettles and toasters straight away if they break down. Innovation and strong branding by suppliers has also helped to drive demand for added-value appliances, allowing them to compete with own-label basics. We have seen particularly strong demand for kitchen appliances (food mixers, food processors) and good quality coffee makers. People want to be able to create restaurant-quality dishes, high quality baked goods and coffee shop-quality coffee in their own homes.

Small kitchen appliances include:

  • toasters
  • sandwich makers
  • deep fat fryers
  • bread makers
  • table-top/health grills including raclettes, barbecue-style grills, crêpe makers, etc
  • slow cookers
  • electric steamers/rice cookers
  • other electric table-top devices such as electric woks, plate warmers, mini-ovens, soup makers, jam makers, ice cream makers, etc
  • food preparation equipment – including food processors, hand-held blenders, liquidisers, fixed-stand food mixers, hand-held food mixers and mini-blenders/choppers
  • kettles – cordless or corded models, jug/coffee pot and traditional style and travel kettles
  • hot beverage makers – filter coffee machines, espresso/cappuccino makers, combination filter/espresso/cappuccino machines, coffee percolators and electric tea makers
  • electrical kitchen gadgets – juicers, electric can openers, carving knives, etc.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer spend on small kitchen appliances, 2008-18
              • Figure 2: Consumer spend on small kitchen appliances, by segment, 2013 (est)
              • Figure 3: Changes in consumer spend on small kitchen appliances, by type, 2008-13
            • Market factors
              • Cooking and baking from scratch
                • Tea and coffee are popular at home drinks
                  • Growth of the population
                    • Easy access to the internet
                      • Companies, brands and innovation
                        • Figure 4: Distribution of small electrical appliances, by retailer, 2013 (est)
                      • The consumer
                        • Figure 5: Small kitchen appliances, owners and bought in the last 12 months, September 2013
                      • What they spent
                        • Figure 6: What people spent on small kitchen appliances, September 2013
                      • Characteristics people want
                        • Figure 7: Important characteristics when buying small kitchen appliances, September 2013
                      • What people want from toasters
                        • Figure 8: Features considered important for toasters, September 2013
                      • What people want from coffee makers
                        • Figure 9: Features considered important for coffee makers, September 2013
                      • What we think
                      • Issues in the Market

                          • Will the trend for café-quality coffee at home continue to drive demand for coffee makers?
                            • What features encourage people to pay extra when buying a coffee maker?
                              • Are people worried about the energy their small kitchen appliances use?
                                • What role does style play in shaping demand for small kitchen appliances?
                                  • Is brand a deciding factor for small kitchen appliances?
                                  • Trend Application

                                      • Mintel Inspire Trend: Life Hacking
                                        • Mintel Inspire Trend: Make it Mine
                                          • Mintel Inspire Trend Futures: Human
                                          • Internal Market Environment

                                            • Key points
                                              • Cooking and eating habits
                                                • Figure 10: Cooking and eating habits, October 2012 and 2013
                                              • Plenty of home bakers
                                                • Figure 11: Frequency of baking at home, June 2013
                                              • Three quarters of adults buy hot drinks outside the home
                                                • Tea drinkers
                                                  • Figure 12: Consumption of tea, by frequency, February 2013
                                                • Prices are rising
                                                  • Figure 13: Consumer Price Index, major appliances and small electric goods, 2005-13
                                                • Cooking programmes give air time to appliances
                                                  • Circulation falling for cookery magazines
                                                    • Figure 14: Circulation figures for cookery and kitchen magazines, Year to June 2012 and 2013
                                                • Broader Market Environment

                                                  • Key points
                                                    • Access to the internet is becoming more convenient
                                                      • Figure 15: Personal ownership of mobile phones, January 2012-June 2013
                                                      • Figure 16: Household ownership of tablet and laptop/netbook computers, September 2012 and March 2013
                                                    • Population growth
                                                      • Figure 17: Trends in the age structure of the UK population, 2008-18
                                                    • ABs will be the largest socio-economic group by 2018
                                                      • Figure 18: Forecast adult population trends, by socio-economic group, 2008-18
                                                    • Consumer spending will rise faster than income
                                                      • Figure 19: GDP, PDI, consumer expenditure and savings, at current prices, 2008-18
                                                    • Rising number of households
                                                      • Figure 20: UK households, by size, 2008-18
                                                  • Competitive Context

                                                    • Key points
                                                      • The market in context
                                                        • Figure 21: Consumer spending on Furnishing, household equipment and routine household maintenance. 2008-13
                                                        • Figure 22: Consumer spending on selected household items, 2008-13 (est)
                                                    • Strengths and Weaknesses

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Philips prototype an iPad app for the perfect coffee
                                                              • Personal scanning for personalised coffee
                                                                • Figure 23: Sage by Heston Blumenthal Tea Maker, April 2013
                                                              • Nespresso personalises coffee making
                                                                • Energy saving and ‘greener’ appliances
                                                                  • Brands focus on multipurpose products
                                                                    • Technological innovations
                                                                      • Brands target the in-home cooking trend with chic and retro designs
                                                                        • Range extension
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Consumer spending
                                                                              • Figure 24: Consumer spend on small kitchen appliances, 2008-18
                                                                              • Figure 25: Consumer spend on small kitchen appliances, 2008-13
                                                                              • Figure 26: Consumer spend on small kitchen appliances, 2008-18
                                                                              • Figure 27: Volume sales for small kitchen appliances, 2008-18
                                                                            • Spending by category
                                                                              • Figure 28: Consumer spend on small kitchen appliances, by segment, 2013 (est)
                                                                            • Varying fortunes of different appliances
                                                                              • Figure 29: Consumer spend on small kitchen appliances, by type, 2008-13 (est)
                                                                          • Companies and Products

                                                                            • Pulse Home Products (Breville)
                                                                              • Background
                                                                                • Strategy and performance
                                                                                  • Figure 30: Pulse Home Products (Holdings) Ltd, financial performance, 2011 and 2012
                                                                                • Product range
                                                                                  • Figure 31: Breville four slice toaster in pearlescent matt painted finish, November 2013
                                                                                • Advertising and marketing
                                                                                  • De’Longhi
                                                                                    • Background
                                                                                      • Strategy and performance
                                                                                        • Product range
                                                                                          • Figure 32: De’Longhi breakfast collection in black, November 2013
                                                                                        • Advertising and marketing
                                                                                          • Kenwood (owned by De’Longhi)
                                                                                            • Background
                                                                                              • Strategy and performance
                                                                                                • Figure 33: Kenwood Ltd, financial performance, 2011 and 2012
                                                                                              • Product range
                                                                                                • Advertising and marketing
                                                                                                  • Dualit
                                                                                                    • Background
                                                                                                      • Strategy and performance
                                                                                                        • Figure 34: Financial performance of Dualit, 2011 and 2012
                                                                                                      • Product range
                                                                                                        • Figure 35: Dualit Architect Range, November 2013
                                                                                                      • Advertising and marketing
                                                                                                        • Groupe SEB
                                                                                                          • Background
                                                                                                            • Strategy and performance
                                                                                                              • Figure 36: Financial performance of Groupe SEB, 2011 and 2012
                                                                                                            • Product range
                                                                                                              • Advertising and marketing
                                                                                                                • Kitchen Aid (part of Whirlpool)
                                                                                                                  • Background
                                                                                                                    • Strategy and performance
                                                                                                                      • Product range
                                                                                                                        • Advertising and marketing
                                                                                                                          • Magimix
                                                                                                                            • Background
                                                                                                                              • Strategy and performance
                                                                                                                                • Figure 37: Financial performance of Magimix, 2011 and 2012
                                                                                                                              • Product range
                                                                                                                                • Advertising and marketing
                                                                                                                                  • Morphy Richards
                                                                                                                                    • Background
                                                                                                                                      • Strategy and performance
                                                                                                                                        • Figure 38: Financial performance of Morphy Richards, 2011 and 2012
                                                                                                                                      • Product range
                                                                                                                                        • Advertising and marketing
                                                                                                                                          • Philips
                                                                                                                                            • Background
                                                                                                                                              • Strategy and performance
                                                                                                                                                • Figure 39: Financial performance of Royal Philips Electronics, 2011 and 2012
                                                                                                                                              • Product range
                                                                                                                                                • Figure 40: Jamie Oliver range by Philips, November 2013
                                                                                                                                              • Advertising and marketing
                                                                                                                                                • Russell Hobbs
                                                                                                                                                  • Background
                                                                                                                                                    • Strategy and performance
                                                                                                                                                      • Figure 41: Financial performance of Spectrum Brands, 2011 and 2012
                                                                                                                                                    • Product range
                                                                                                                                                      • Advertising and marketing
                                                                                                                                                        • Other companies
                                                                                                                                                        • Channels of Distribution

                                                                                                                                                          • Key points
                                                                                                                                                            • Wide range of retailers carry small kitchen appliances
                                                                                                                                                              • Figure 42: Distribution of small electrical appliances, by retailer, 2013 (est)
                                                                                                                                                              • Figure 43: Distribution of small electrical appliances, by retailer, 2011-13
                                                                                                                                                            • Supermarkets – convenience, range and good prices
                                                                                                                                                              • Currys is the dominant specialist
                                                                                                                                                                • Investment and multichannel underline John Lewis’s growth
                                                                                                                                                                  • Amazon grabs customer attention
                                                                                                                                                                    • Websites used for shopping online
                                                                                                                                                                      • Figure 44: Websites used for online shopping for the home, February 2013
                                                                                                                                                                      • Figure 45: Non-grocery items bought from a grocery retailer, last 12 months, September 2013
                                                                                                                                                                    • Who is shopping online?
                                                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Adspend falls back in 2012 after a high in 2011
                                                                                                                                                                          • Figure 46: Main monitored media advertising spend on small kitchen appliances, 2010-12
                                                                                                                                                                        • Nespresso accounts for a quarter of adspend
                                                                                                                                                                          • Figure 47: Main monitored media advertising spend on small kitchen appliances, 2012
                                                                                                                                                                          • Figure 48: Main media advertising expenditure on small kitchen appliances, top brands, 2012
                                                                                                                                                                          • Figure 49: main media advertising expenditure on small kitchen appliances, by media type, 2012
                                                                                                                                                                          • Figure 50: Share of main media advertising expenditure on small kitchen appliances, by media type, 2010-13
                                                                                                                                                                        • Advertising specifics
                                                                                                                                                                        • The Consumer – Ownership and Purchasing

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Ownership of small kitchen appliances
                                                                                                                                                                              • Figure 51: Small kitchen appliances, ownership, September 2013
                                                                                                                                                                            • Household staples
                                                                                                                                                                              • Youngest group have lower ownership of small kitchen appliances
                                                                                                                                                                                • Wealthiest households own more appliances
                                                                                                                                                                                  • Figure 52: Ownership of household appliances, all and households with £50k+ income, September 2013
                                                                                                                                                                                • Purchasing patterns
                                                                                                                                                                                  • Figure 53: Small kitchen appliances purchased in the last 12 months, September 2013
                                                                                                                                                                                  • Figure 54: Purchases of small kitchen appliances, all and 25-34s, September 2013
                                                                                                                                                                                • What they own and what they bought
                                                                                                                                                                                  • Figure 55: Small kitchen appliances, owners and bought in the last twelve months, September 2013
                                                                                                                                                                                • What percentage of appliances they own were bought in the last year?
                                                                                                                                                                                  • Figure 56: Small kitchen appliances, percentage of owners who bought in the last 12 months, September 2013
                                                                                                                                                                                • 25-34s are buying more items
                                                                                                                                                                                  • Figure 57: Repertoire of purchases of small kitchen appliances, September 2013
                                                                                                                                                                                • Kettles are the most-used appliance
                                                                                                                                                                                • The Consumer – What They Spent on Small Kitchen Appliances

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • What they spent on small kitchen appliances
                                                                                                                                                                                      • Figure 58: What people spent on small kitchen appliances, September 2013
                                                                                                                                                                                  • The Consumer – What is Important When Buying Small Kitchen Appliances?

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Important characteristics when buying new small appliances
                                                                                                                                                                                        • Figure 59: Important characteristics when buying small kitchen appliances, September 2013
                                                                                                                                                                                      • Ease of use and cleaning
                                                                                                                                                                                        • Speeding things up
                                                                                                                                                                                          • Effective performance
                                                                                                                                                                                            • Brands count
                                                                                                                                                                                              • Storage
                                                                                                                                                                                                • Saving energy
                                                                                                                                                                                                  • Style and colour
                                                                                                                                                                                                    • Could the celebrity chefs help?
                                                                                                                                                                                                      • Quieter appliances
                                                                                                                                                                                                        • How they research what they want
                                                                                                                                                                                                        • The Consumer – Important Features for Toasters

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Important features for toasters
                                                                                                                                                                                                              • Figure 60: Features considered important for toasters, September 2013
                                                                                                                                                                                                            • Keeping clean
                                                                                                                                                                                                              • Performance matters
                                                                                                                                                                                                                • Four slices at a time
                                                                                                                                                                                                                  • The Goldilocks effect
                                                                                                                                                                                                                    • Smaller items
                                                                                                                                                                                                                      • Cool outside
                                                                                                                                                                                                                        • Clear labelling
                                                                                                                                                                                                                          • Other key findings
                                                                                                                                                                                                                          • The Consumer – Important Features for Coffee Makers

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Important features for coffee makers
                                                                                                                                                                                                                                • Figure 61: Features considered important for coffee makers, September 2013
                                                                                                                                                                                                                              • Space-saving matters
                                                                                                                                                                                                                                • All about quality
                                                                                                                                                                                                                                  • Better-off homes demand most
                                                                                                                                                                                                                                  • Appendix – Small Kitchen Appliances Forecast

                                                                                                                                                                                                                                      • Figure 62: Consumer spend on small kitchen appliances, forecast, 2013-18
                                                                                                                                                                                                                                      • Figure 63: Main monitored media advertising spend on small kitchen appliances, top ten, 2010-13
                                                                                                                                                                                                                                      • Figure 64: Share of main monitored media advertising spend on small kitchen appliances, by top ten advertisers, 2010-13
                                                                                                                                                                                                                                      • Figure 65: Main media advertising expenditure on small kitchen appliances, top ten , 2010-13
                                                                                                                                                                                                                                  • Appendix – The Consumer – Ownership of Small Kitchen Appliances

                                                                                                                                                                                                                                      • Figure 66: Most popular ownership of small kitchen appliances, by demographics, September 2013
                                                                                                                                                                                                                                      • Figure 67: Next most popular ownership of small kitchen appliances, by demographics, September 2013
                                                                                                                                                                                                                                      • Figure 68: Other ownership of small kitchen appliances, by demographics, September 2013
                                                                                                                                                                                                                                  • Appendix – The Consumer – Purchases of Small Kitchen Appliances

                                                                                                                                                                                                                                      • Figure 69: Most popular purchases of small kitchen appliances, by demographics, September 2013
                                                                                                                                                                                                                                      • Figure 70: Next most popular purchases of small kitchen appliances, by demographics, September 2013
                                                                                                                                                                                                                                      • Figure 71: Other purchases of small kitchen appliances, by demographics, September 2013
                                                                                                                                                                                                                                    • Repertoire
                                                                                                                                                                                                                                      • Figure 72: Repertoire of purchases of small kitchen appliances, by demographics, September 2013
                                                                                                                                                                                                                                  • Appendix – The Consumer – What They Spent on Small Kitchen Appliances

                                                                                                                                                                                                                                      • Figure 73: Most popular amount spent on small kitchen appliances, by demographics, September 2013
                                                                                                                                                                                                                                      • Figure 74: Next most popular amount spent on small kitchen appliances, by demographics, September 2013
                                                                                                                                                                                                                                  • Appendix – The Consumer – Factors Considered Important When Selecting Small Kitchen Appliances

                                                                                                                                                                                                                                      • Figure 75: Most popular factors considered important when selecting small kitchen appliances, by demographics, September 2013
                                                                                                                                                                                                                                      • Figure 76: Next most popular factors considered important when selecting small kitchen appliances, by demographics, September 2013
                                                                                                                                                                                                                                      • Figure 77: Other factors considered important when selecting small kitchen appliances, by demographics, September 2013
                                                                                                                                                                                                                                  • Appendix – The Consumer – Features Wanted for Toasters

                                                                                                                                                                                                                                      • Figure 78: Most popular features people would look out for-toasters, by demographics, September 2013
                                                                                                                                                                                                                                      • Figure 79: Next most popular features people would look out for-toasters, by demographics, September 2013
                                                                                                                                                                                                                                      • Figure 80: Other features people would look out for-toasters, by demographics, September 2013
                                                                                                                                                                                                                                  • Appendix – The Consumer – Features Wanted For Coffee Makers

                                                                                                                                                                                                                                      • Figure 81: Most popular features people would look out for-coffee makers, by demographics, September 2013
                                                                                                                                                                                                                                      • Figure 82: Next most popular features people would look out for-coffee makers, by demographics, September°2013
                                                                                                                                                                                                                                      • Figure 83: Other features people would look out for-coffee makers, by demographics, September 2013

                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                  • AEG Domestic Appliances
                                                                                                                                                                                                                                  • Braun GmbH
                                                                                                                                                                                                                                  • Breville
                                                                                                                                                                                                                                  • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                                                  • BSH Home Appliances Corporation [Bosch]
                                                                                                                                                                                                                                  • Comet Group Ltd
                                                                                                                                                                                                                                  • De'Longhi S.p.A.
                                                                                                                                                                                                                                  • Dualit Limited
                                                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                                                  • Gaggenau
                                                                                                                                                                                                                                  • Glen Dimplex UK Ltd
                                                                                                                                                                                                                                  • Google, Inc.
                                                                                                                                                                                                                                  • Groupe SEB
                                                                                                                                                                                                                                  • Jamie Oliver
                                                                                                                                                                                                                                  • Jarden Corporation
                                                                                                                                                                                                                                  • John Lewis Partnership
                                                                                                                                                                                                                                  • Kenwood Electronics UK Ltd
                                                                                                                                                                                                                                  • Koninklijke Philips Electronics N.V.
                                                                                                                                                                                                                                  • Magimix
                                                                                                                                                                                                                                  • Moulinex
                                                                                                                                                                                                                                  • Neff
                                                                                                                                                                                                                                  • Nestlé UK Ltd
                                                                                                                                                                                                                                  • Panasonic
                                                                                                                                                                                                                                  • Pulse Home Products Ltd
                                                                                                                                                                                                                                  • Rowenta
                                                                                                                                                                                                                                  • Russell Hobbs
                                                                                                                                                                                                                                  • Saeco International Group
                                                                                                                                                                                                                                  • Sara Lee (UK)
                                                                                                                                                                                                                                  • Siemens plc
                                                                                                                                                                                                                                  • Spectrum Brands, Inc.
                                                                                                                                                                                                                                  • Tefal UK
                                                                                                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                                                                                                  • Whirlpool Corporation
                                                                                                                                                                                                                                  • YouTube, Inc.

                                                                                                                                                                                                                                  Small Kitchen Appliances - UK - December 2013

                                                                                                                                                                                                                                  US $2,648.76 (Excl.Tax)