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Small Kitchen Appliances - UK - December 2015

“High levels of prime time television exposure for cookery, including The Great British Bake Off, MasterChef and The Hairy Bikers, are creating interest in top of the range food preparation equipment. And healthy eating trends have helped drive demand for blenders, liquidisers and juicers. Product innovation reflects demand for great design and function.”

Jane Westgarth, Senior Market Analyst

This report answers the following questions:

  • Is brand a deciding factor for small kitchen appliances?
  • How important is speed of use in shaping decisions about what to buy?
  • How has the internet changed the way people shop for small kitchen appliances?

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • Growth of 32% expected by 2020
            • Figure 1: Consumer spending on small kitchen appliances, 2010-20
          • Broad product assortment
            • Figure 2: Consumer spend on small kitchen appliances, by segment, 2015 (est)
          • Argos faces stiff challenges from Amazon
            • Figure 3: Distribution of small kitchen appliances, by retailer, 2014 (est)
          • Cooking and baking from scratch
            • Café quality at home
              • Easy access to the Internet
                • Large market with broad range of suppliers
                  • Figure 4: Market shares of small kitchen appliances, by manufacturer, 2015 (est)
                • The consumer
                  • Trends indicate higher purchasing activity in 2015
                    • Figure 5: Small kitchen appliance purchases in the last 12 months, any purchase, September 2013 and 2015
                  • Kettles are a household staple
                    • Figure 6: Small kitchen appliance purchases in the last 12 months, any purchase, September 2015
                  • Gifts remain a fraction of the market
                    • Figure 7: Small kitchen appliance purchases in the last 12 months, own home or gift, September 2015
                  • Toasters and kettles dominated by low budgets
                    • Figure 8: Price paid for kettles purchased in the last 12 months, September 2015
                    • Figure 9: Price paid for toasters purchased in the last 12 months, September 2015
                  • Premium purchases highly important for coffee makers
                    • Figure 10: Price paid for coffee maker purchased in the Last 12 months, September 2015
                    • Figure 11: Price paid for capsule coffee maker purchased in the last 12 months, September 2015
                  • 16% buy premium priced food preparation
                    • Figure 12: Price paid for food processor/blender purchased in the last 12 months, September 2015
                  • Argos is the most used retailer for small kitchen appliances
                    • Figure 13: Where small kitchen appliances were bought, September 2015
                  • The customer journey is likely to begin online
                    • Figure 14: The customer journey for small kitchen appliances, browsing in-store or online, September 2015
                    • Figure 15: The customer journey for small kitchen appliances, speaking to staff in-store or online, September 2015
                    • Figure 16: The customer journey for small kitchen appliances, speaking to staff in-store or online, September 2015
                    • Figure 17: The customer journey for small kitchen appliances, not applicable or not relevant, September 2015
                  • Brand is hugely influential
                    • Figure 18: Features of small kitchen appliances considered important, September 2015
                  • What we think
                  • Issues and Insights

                    • Is brand a deciding factor for small kitchen appliances?
                      • The facts
                        • The implications
                          • How important is speed of use in shaping decisions about what to buy?
                            • The facts
                              • The implications
                                • How has the internet changed the way people shop for small kitchen appliances?
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • 32% growth by 2020 forecast for small kitchen appliances
                                        • Popularity of baking
                                          • Liquidisers are a star performer
                                            • Café-style coffee at home
                                              • Fashions come and go
                                                • 41% cook from scratch
                                                  • Argos, Currys and Amazon are dominant retailers
                                                  • Market Size and Forecast

                                                    • Growth of 32% expected by 2020
                                                      • Figure 19: Consumer spending on small kitchen appliances, 2010-20
                                                      • Figure 20: Consumer spending on small kitchen appliances, 2010-20
                                                    • 2014-15 piles on the growth
                                                      • Figure 21: Consumer spend on small kitchen appliances, by segment, 2011-15
                                                    • Liquidisers are a star performer
                                                      • Popularity of baking
                                                        • Café-style coffee at home
                                                          • Fashions come and go
                                                            • Niche products
                                                            • Market Drivers

                                                              • The British are a nation of cooks
                                                                • Figure 22: Cooking and eating habits, September 2015
                                                              • People enjoy baking
                                                                • Figure 23: Frequency of baking at home, March 2014
                                                              • Generation rent priced out of home owning
                                                                • Figure 24: Housing tenure, UK, September 2015
                                                                • Figure 25: Change in UK dwelling stock by tenure, 2009-13
                                                            • Channels of Distribution

                                                                • Figure 26: Distribution of small kitchen appliances, by value, by retailer, 2015 (est)
                                                            • Key Players – What You Need To Know

                                                              • Leading brands
                                                                • Intensifying competition
                                                                  • Innovative market place
                                                                    • The connected home
                                                                      • Healthy eating
                                                                      • Suppliers of Small Kitchen Appliances

                                                                          • Figure 27: Market shares of small kitchen appliances, by manufacturer, 2015 (est)
                                                                          • Figure 28: Leading manufacturers of small kitchen appliances, 2015
                                                                      • Launch Activity and Innovation

                                                                          • Continuing innovation for coffee machines
                                                                            • Figure 29: A bean-to-cup coffee machine in Gaggia’s Anima range
                                                                          • Somabar: a craft cocktail maker for the home
                                                                            • Figure 30: The Somabar app-controlled robotic bartending appliance
                                                                          • Connected devices in the kitchen
                                                                            • ‘World’s first’ Wi-Fi kettle
                                                                              • Figure 31: The Smarter 2.0 kettle
                                                                            • Multi-purpose appliances focus on speed
                                                                              • Figure 32: Thermomix kitchen appliance
                                                                            • Multi-functional appliances
                                                                              • Health-focused appliances
                                                                                • Slow press juicer retains more vitamins and antioxidants
                                                                                  • NutriBullet reinvents the blender
                                                                                    • Figure 33: The NutriBullet ‘nutrient extractor’
                                                                                  • Wider colour choices from Dualit
                                                                                  • Advertising and Marketing Activity

                                                                                    • Advertising expenditure rises 22.4%
                                                                                      • Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, 2011-15
                                                                                    • Nestlé dominates advertising
                                                                                      • Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, by advertiser, 2011-14
                                                                                      • Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, by brand, 2014
                                                                                    • Coffee machines drive increase in advertising spend
                                                                                      • Figure 37: Share of above-the-line advertising expenditure on small kitchen appliances, by product category, 2012-15
                                                                                    • Television advertising is the dominant medium
                                                                                      • Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, by media type, 2014
                                                                                    • The Black Friday effect
                                                                                      • A note on adspend
                                                                                      • The Consumer – What You Need to Know

                                                                                        • Kettles and toasters dominate market volumes
                                                                                          • Purchasing levels up in 2015 compared to two years earlier
                                                                                            • Highest volume sales at the lowest price points
                                                                                              • Argos used by a third of purchasers
                                                                                                • Browsers usually begin online
                                                                                                  • Brand is the most important factor
                                                                                                  • Purchases of Small Kitchen Appliances

                                                                                                    • Trends indicate higher purchasing activity in 2015
                                                                                                      • Figure 39: Small kitchen appliance purchases in the last 12 months, any purchase, September 2013 and 2015
                                                                                                    • Kettles and toasters are kitchen staples
                                                                                                      • Juicers popular
                                                                                                        • Broad mix of coffee machines
                                                                                                          • Other small appliances
                                                                                                              • Figure 40: Small kitchen appliance purchases in the last 12 months, any purchase, September 2015
                                                                                                            • Gifts remain a fraction of the market
                                                                                                              • Figure 41: Small kitchen appliance purchases in the last 12 months, own home or gift, September 2015
                                                                                                          • Price Paid for Small Kitchen Appliances

                                                                                                            • Toasters and kettles dominated by low budgets
                                                                                                              • Figure 42: Price paid for kettles purchased in the last 12 months, September 2015
                                                                                                              • Figure 43: Price paid for toasters purchased in the last 12 months, September 2015
                                                                                                            • Price paid for coffee makers
                                                                                                              • Figure 44: Price paid for coffee maker purchased in the last 12 months, September 2015
                                                                                                              • Figure 45: Price paid for capsule coffee maker purchased in the last 12 months, September 2015
                                                                                                              • Figure 46: Price paid for food processor/blender purchased in the last 12 months, September 2015
                                                                                                          • Where Small Kitchen Appliances Were Bought

                                                                                                                • Figure 47: Where small kitchen appliances were bought, September 2015
                                                                                                            • The Customer Journey for Small Kitchen Appliances

                                                                                                                • Figure 48: The customer journey for small kitchen appliances, browsing in-store or online, September 2015
                                                                                                                • Figure 49: The customer journey for small kitchen appliances, speaking to staff in-store or online, September 2015
                                                                                                                • Figure 50: The customer journey for small kitchen appliances, speaking to staff in-store or online, September 2015
                                                                                                                • Figure 51: The customer journey for small kitchen appliances, not applicable or not relevant, September 2015
                                                                                                            • Features of Small Kitchen Appliances Considered Important

                                                                                                                  • Figure 52: Features of small kitchen appliances considered important, September 2015
                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                • Data sources
                                                                                                                  • Market sizing and segment performance
                                                                                                                    • Fan chart forecast
                                                                                                                      • Abbreviations

                                                                                                                      Companies Covered

                                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                                      Small Kitchen Appliances - UK - December 2015

                                                                                                                      £1,995.00 (Excl.Tax)