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Small Kitchen Appliances - UK - November 2010

The household goods sector was hit hard by the economic downturn and recession, but small kitchen appliances have outperformed the sector, with sales holding up well in 2009 and showing significant value growth during 2010. Small kitchen appliances have benefited from being more affordable than big-ticket household items, as well as a number of other positive sales drivers.

  • Large numbers of small kitchen appliances are owned but hardly ever used, including 22% of sandwich toasters and 15% of hand-held blenders/mixers. To persuade more people that these appliances are worth buying (and using regularly) promotion needs to centre on how they can be used to make food and drink preparation easier, quicker and produce better results.
  • Apart from kettles and toasters, ownership of small kitchen appliances is far from universal. To encourage first-time purchasing consumers need to be persuaded through demonstrations of recipes that they have a need for a product. Bread makers (25%) and slow cookers (23%) are the items owned most likely to be bought for the first time in response to a particular need.
  • Triggering purchasing at the point of sale is important to help bring products alive and show how they can be used for particular meals or occasions to make food or drink a bit special. Owners of juicers (20%) and smoothie makers (26%) are most likely to have bought having seen the product while shopping.
  • Marketing more unusual, innovative and design-led items as gifts and helping shoppers to match gifts to intended recipients has the potential to increase sales of small kitchen appliances. Bread makers (24%) and slow cookers (20%) are the products owned most likely to have been received as a gift.
  • Product design that enables all parts that get dirty during usage to go in the dishwasher or be easily cleaned, and allows appliances to be stored away easily in limited space is vital. Ease of cleaning affects the choice of product of half of adults (51%) and three in ten (28%) want the product to be easy to store/compact.
  • Busy lifestyles demand kitchen appliances for that help get the job done quickly and efficiently and this has been a major focus of new product development by manufacturers. Just under half of adults (46%) say speed or efficiency is important when choosing what brand or make of product to buy.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

              • The in-home café
                • Baking across the generations
                • Market in Brief

                  • Resilient performance in difficult climate
                    • Growing interest in cooking boosts market
                      • Strong innovation from manufacturers
                        • Widening distribution increases competition
                          • Wide variation in product usage levels
                            • Replacement the biggest driver of purchasing
                              • Ease of use and cleaning high on the agenda
                                • Strong drivers in place for future growth
                                • Internal Market Environment

                                  • Key points
                                    • Scope to increase number of appliances owned
                                      • Figure 1: Trends in ownership of small kitchen appliances, 2009-10
                                    • Growing interest in cooking helps small appliances
                                      • Figure 2: Agreement with statements on cooking and home meal preparation, 2005-10
                                    • Making life easier with small appliances
                                      • Figure 3: Agreement with statements on health and convenience in food preparation, 2005-10
                                    • Rising prices a challenge to market
                                      • Figure 4: Annual changes in consumer prices for major household and small electrical equipment, 2005-10
                                    • Energy efficiency and recycling
                                    • Broader Market Environment

                                      • Key points
                                        • Cautious consumers slow to increase spending
                                          • Figure 5: GDP, PDI and consumer expenditure, at current prices, 2005-15
                                          • Figure 6: Number of residential property transactions* (not seasonally adjusted), 2007-10
                                        • More households to drive volume sales
                                          • Figure 7: UK households, by size, 2005-15
                                        • Catering for the needs of an ageing population
                                          • Figure 8: Trends in the age structure of the UK population, 2005-15
                                        • Encouraging trading up in small appliances
                                          • Figure 9: Forecast adult population trends, by socio-economic group, 2005-15
                                        • Internet buying increasing in importance
                                          • Figure 10: Home internet penetration, 2006-10
                                      • Strengths and Weaknesses in the Market

                                        • Strengths
                                          • Weaknesses
                                          • Who’s Innovating?

                                            • Key points
                                              • Convenience through speed and multi-functionality
                                                • Café culture in the home
                                                  • Increased durability and functionality
                                                    • New versions of old products
                                                      • Compact appliances for smaller homes
                                                        • Focusing on healthy eating
                                                        • Competitive Context

                                                          • Key points
                                                            • Small appliances outperform household sector
                                                              • Figure 11: Comparison of small kitchen appliances with other household markets, 2005-09
                                                            • Competition for time spent cooking
                                                              • Figure 12: Time spent on activities at home during a typical week or typical weekend, June 2010
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Resilient performance in difficult economic climate
                                                                • Figure 13: UK retail volume and value sales of small kitchen appliances, at current and constant 2010 prices, 2005-15
                                                              • The future
                                                                  • Figure 14: Forecast of UK retail sales of small kitchen appliances, at current prices. 2005-15
                                                                • Forecast methodology
                                                                • Market Segmentation

                                                                  • Key points
                                                                    • Expanding range of styles and price options
                                                                      • Figure 15: Segmentation of the UK retail sales of small kitchen appliances, at current prices, 2005-10
                                                                      • Figure 16: Estimated breakdown of UK retail sales of small kitchen appliances, by value, 2010
                                                                    • Kettles
                                                                      • Figure 17: UK retail volume and value sales of kettles, at current and constant 2005 prices, and average price paid per unit, 2005-10
                                                                    • Food preparation equipment
                                                                      • Figure 18: UK retail volume and value sales of food preparation equipment*, at current and constant 2005 prices, and average price paid per unit, 2005-10
                                                                    • Hot beverage makers
                                                                      • Figure 19: UK retail volume and value sales of hot beverage makers*, at current and constant 2005 prices, and average price paid per unit, 2005-10
                                                                    • Electrical gadgets
                                                                      • Figure 20: UK retail volume and value sales of electrical kitchen gadgets, at current and constant 2005 prices, and average price paid per unit, 2005-10
                                                                    • Toasters
                                                                      • Figure 21: UK retail volume and value sales of toasters, at current and constant 2005 prices, and average price paid per unit, 2005-10
                                                                    • Health grills
                                                                      • Figure 22: UK retail volume and value sales of health grills at current and constant 2005 prices, and average price paid per unit, 2005-10
                                                                    • Other products
                                                                    • Market Share

                                                                      • Key points
                                                                        • Kettles
                                                                          • Figure 23: Brand shares in UK value sales of kettles, 2007-09
                                                                        • Food preparation
                                                                          • Figure 24: Brand shares in UK value sales of food preparation equipment*, 2007-09
                                                                        • Toasters
                                                                          • Figure 25: Brand shares in UK value sales of toasters, 2007-09
                                                                      • Companies and Products

                                                                          • Pulse Home Products (Breville)
                                                                              • Figure 26: Pulse Home Products Ltd, financial performance, 2009-10
                                                                            • De’Longhi
                                                                                • Figure 27: De’Longhi SpA, financial performance, 2008-09
                                                                                • Figure 28: De’Longhi SpA, first six months’ financial performance, 2009-10
                                                                              • Kenwood
                                                                                  • Figure 29: Kenwood Ltd, financial performance, 2008-09
                                                                                • Dualit
                                                                                    • Figure 30: Dualit Ltd, financial performance, 2008-09
                                                                                  • Groupe SEB
                                                                                      • Figure 31: Groupe SEB, financial performance, 2008-09
                                                                                      • Figure 32: Groupe SEB, first six months’ financial performance, 2009-10
                                                                                    • Kitchen Aid
                                                                                        • Figure 33: Whirlpool Corporation, financial performance, 2008-09
                                                                                        • Figure 34: Whirlpool Corporation, financial performance, 2010-09
                                                                                      • Magimix
                                                                                          • Figure 35: Magimix UK Ltd, financial performance, 2009
                                                                                        • Morphy Richards
                                                                                            • Figure 36: Morphy Richards Ltd, financial performance, 2008-09
                                                                                          • Philips
                                                                                              • Figure 37: Royal Philips Electronics, financial performance, 2008-09
                                                                                            • Russell Hobbs
                                                                                                • Figure 38: Russell Hobbs Ltd, financial performance, 2008-09
                                                                                              • Other companies
                                                                                              • Channels of Distribution

                                                                                                • Key points
                                                                                                  • Arrival of Best Buy increases competition
                                                                                                    • Figure 39: Retail distribution of the uk market for small kitchen appliances, by outlet type, 2007-10
                                                                                                  • Argos and the supermarkets are major players
                                                                                                    • John Lewis develops ‘at home’ format
                                                                                                      • Internet growing in importance to all retailers
                                                                                                      • Brand Communication and Promotion

                                                                                                        • Key points
                                                                                                          • Steep decline in advertising spending
                                                                                                            • Figure 40: Total main media advertising expenditure on small kitchen appliances, by category, 2006-09
                                                                                                          • Coffee pod systems dominate advertising
                                                                                                            • Figure 41: Main media advertising expenditure on small kitchen appliances, by advertiser, 2006-09
                                                                                                          • Press the preferred choice of media
                                                                                                            • Figure 42: Main media advertising expenditure on small kitchen appliances, by media split, 2006-09
                                                                                                          • Promoting small appliances for Christmas
                                                                                                            • Figure 43: Total main media advertising expenditure on small kitchen appliances, by quarter, 2009
                                                                                                        • Purchasing and Usage of Small Kitchen Appliances

                                                                                                          • Key points
                                                                                                            • Kettles and toasters dominate purchasing
                                                                                                              • Figure 44: Trends in purchasing of small kitchen appliances, 2007-10
                                                                                                              • Figure 45: Purchasing of kettles and toasters, by age, 2010
                                                                                                              • Figure 46: Purchasing of small kitchen appliances, by presence of children in household, 2010
                                                                                                            • Wide variation in usage levels for appliances
                                                                                                              • Figure 47: Frequency of using small kitchen appliances at home, July 2010
                                                                                                            • One in five leave sandwich toasters in the cupboard
                                                                                                                • Figure 48: Small kitchen appliances owned but hardly ever used, July 2010
                                                                                                              • Regular use of coffee makers biased to over-45s
                                                                                                                • Under-25s neglecting their smoothie makers
                                                                                                                  • Six in ten adults own seven or more small appliances
                                                                                                                    • Figure 49: Number of different small kitchen appliances owned, July 2010
                                                                                                                • Reasons for Buying Small Kitchen Appliances

                                                                                                                  • Key points
                                                                                                                    • Strongly replacement driven market
                                                                                                                      • Figure 50: Reason for buying small kitchen appliances, July 2010
                                                                                                                    • Attracting first-time buyers to the product
                                                                                                                      • Looking for something better or buying on impulse
                                                                                                                        • Making a gift of small kitchen appliances
                                                                                                                            • Figure 51: Proportion of items owned that are hardly ever used that were received as a gift, by product, July 2010
                                                                                                                        • Factors Influencing Choice of Small Kitchen Appliances

                                                                                                                          • Key points
                                                                                                                            • Balancing cost and a range of practical benefits
                                                                                                                              • Figure 52: Most important factors in choosing brand or make of small kitchen appliances bought, July 2010
                                                                                                                            • Need for appliances to save people time
                                                                                                                              • Look of appliance as important as brand name
                                                                                                                                • Women more engaged with the market
                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                    • Figure 53: Ownership of small kitchen appliances – kettles, toasters, filter coffee makers and espresso machines, by demographics, 2010
                                                                                                                                    • Figure 54: Ownership of small kitchen appliances – food processors, electric food mixers, electric liquidisers/blenders/smoothie makers and electric juicers, by demographics, 2010
                                                                                                                                    • Figure 55: Agreement with statements on interest in cooking and home meal preparation, by demographics, 2010
                                                                                                                                    • Figure 56: Agreement with statements on health and convenience in food preparation, by demographics, 2010
                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                    • Figure 57: Home internet penetration, by demographics, 2010
                                                                                                                                    • Figure 58: Broadband penetration, by demographics, 2004-10
                                                                                                                                • Appendix – Purchasing and Usage of Small Kitchen Appliances

                                                                                                                                    • Figure 59: Purchasing of small kitchen appliances kettles, toasters, filter coffee makers and espresso machines, by demographics, 2010
                                                                                                                                    • Figure 60: Purchasing of small kitchen appliances – electric liquidisers/blenders/smoothie makers, food processors, electric food mixers and electric juicers, by demographics, 2010
                                                                                                                                    • Figure 61: Frequency of use of toaster at home by demographics, July 2010
                                                                                                                                    • Figure 62: Frequency of use of sandwich toaster at home, by demographics, July 2010
                                                                                                                                    • Figure 63: Frequency of use of steamer at home, by demographics, July 2010
                                                                                                                                    • Figure 64: Frequency of use of slow cooker at home, by demographics, July 2010
                                                                                                                                    • Figure 65: Frequency of use of deep fat fryer at home, by demographics, July 2010
                                                                                                                                    • Figure 66: Frequency of use of table-top grill at home, by demographics, July 2010
                                                                                                                                    • Figure 67: Frequency of use of bread maker at home, by demographics, July 2010
                                                                                                                                    • Figure 68: Frequency of use of pressure cooker at home, by demographics, July 2010
                                                                                                                                    • Figure 69: Frequency of use of kettle at home, by demographics, July 2010
                                                                                                                                    • Figure 70: Frequency of use of coffee make/percolator at home, by demographics, July 2010
                                                                                                                                    • Figure 71: Frequency of use of juicer at home, by demographics, July 2010
                                                                                                                                    • Figure 72: Frequency of use of smoothie maker at home, by demographics, July 2010
                                                                                                                                    • Figure 73: Frequency of use of hand-held blender/mixer/whisk at home, by demographics, July 2010
                                                                                                                                    • Figure 74: Frequency of use of blender/mixer at home, by demographics, July 2010
                                                                                                                                    • Figure 75: Frequency of use of jug blender/liquidiser at home, by demographics, July 2010
                                                                                                                                    • Figure 76: Frequency of use of food processor at home, by demographics, July 2010
                                                                                                                                    • Figure 77: Repertoire of small kitchen appliances owned, by demographics, July 2010
                                                                                                                                    • Figure 78: Small kitchen appliances owned, by repertoire of small kitchen appliances owned, July 2010
                                                                                                                                • Appendix – Reasons for Buying Small Kitchen Appliances

                                                                                                                                    • Figure 79: Reason for buying toaster at home, by demographics, July 2010
                                                                                                                                    • Figure 80: Reason for buying sandwich toaster at home, by demographics, July 2010
                                                                                                                                    • Figure 81: Reason for buying steamer at home, by demographics, July 2010
                                                                                                                                    • Figure 82: Reason for buying slow cooker at home, by demographics, July 2010
                                                                                                                                    • Figure 83: Reason for buying deep fat fryer at home, by demographics, July 2010
                                                                                                                                    • Figure 84: Reason for buying table-top grill at home, by demographics, July 2010
                                                                                                                                    • Figure 85: Reason for buying breadmaker at home, by demographics, July 2010
                                                                                                                                    • Figure 86: Reason for buying pressure cooker at home, by demographics, July 2010
                                                                                                                                    • Figure 87: Reason for buying kettle at home, by demographics, July 2010
                                                                                                                                    • Figure 88: Reason for buying coffee maker/percolator at home, by demographics, July 2010
                                                                                                                                    • Figure 89: Reason for buying juicer at home, by demographics, July 2010
                                                                                                                                    • Figure 90: Reason for buying smoothie maker at home, by demographics, July 2010
                                                                                                                                    • Figure 91: Reason for buying hand-held blender/mixer/whisk at home, by demographics, July 2010
                                                                                                                                    • Figure 92: Reason for buying blender/mixer at home, by demographics, July 2010
                                                                                                                                    • Figure 93: Reason for buying jug blender/liquidiser at home, by demographics, July 2010
                                                                                                                                    • Figure 94: Reason for buying food processor at home, by demographics, July 2010
                                                                                                                                    • Figure 95: Proportion of items owned that are hardly ever used, by reason for buying each product, July 2010
                                                                                                                                    • Figure 96: Proportion of items owned that are hardly ever used, by reason for buying each product, July 2010
                                                                                                                                • Appendix – Factors Influencing Choice of Small Kitchen Appliances

                                                                                                                                    • Figure 97: Most popular factors in choosing brand or make of small kitchen appliances bought, by demographics, July 2010
                                                                                                                                    • Figure 98: Next most popular factors in choosing brand or make of small kitchen appliances bought, by demographics, July 2010
                                                                                                                                    • Figure 99: Most important factors in choosing brand or make of small kitchen appliances bought, by repertoire of small kitchen appliances owned, July 2010

                                                                                                                                Companies Covered

                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                • Amazon.co.uk
                                                                                                                                • Annabel Karmel
                                                                                                                                • Antony Worrall Thompson
                                                                                                                                • Argos
                                                                                                                                • Asda Group Ltd
                                                                                                                                • Bank of England
                                                                                                                                • Black & Decker UK
                                                                                                                                • Braun GmbH
                                                                                                                                • Breville
                                                                                                                                • British Heart Foundation
                                                                                                                                • BSH Home Appliances Corporation [Bosch]
                                                                                                                                • Caffé Nero Group Plc
                                                                                                                                • Cancer Research UK
                                                                                                                                • Channel 4
                                                                                                                                • Clas Ohlson
                                                                                                                                • Co-operative Group
                                                                                                                                • Comet Group Ltd
                                                                                                                                • Conair Corporation
                                                                                                                                • Costa
                                                                                                                                • Council of Mortgage Lenders
                                                                                                                                • Currys
                                                                                                                                • De'Longhi S.p.A.
                                                                                                                                • Dixons Retail Plc
                                                                                                                                • Dualit Limited
                                                                                                                                • Energy Saving Trust
                                                                                                                                • Gaggia United Kingdom Ltd
                                                                                                                                • George Foreman
                                                                                                                                • Glen Dimplex UK Ltd
                                                                                                                                • Gordon Ramsay Holdings
                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                • Groupe SEB
                                                                                                                                • Harbinger Capital Partners
                                                                                                                                • HMV Retail Ltd
                                                                                                                                • Home Retail Group
                                                                                                                                • J. Sainsbury
                                                                                                                                • Jamie Oliver
                                                                                                                                • John Lewis Partnership
                                                                                                                                • Kantar Media
                                                                                                                                • Kenwood Electronics UK Ltd
                                                                                                                                • Kraft Foods UK
                                                                                                                                • Lakeland Ltd
                                                                                                                                • Lidl (UK)
                                                                                                                                • Luigi Lavazza SpA
                                                                                                                                • Magimix
                                                                                                                                • Marco Pierre White
                                                                                                                                • Market & Opinion Research International (MORI)
                                                                                                                                • Marks & Spencer
                                                                                                                                • Morphy Richards Ltd
                                                                                                                                • Moulinex
                                                                                                                                • Nestlé UK Ltd
                                                                                                                                • Netto Foodstores Ltd
                                                                                                                                • Next Group
                                                                                                                                • Nicky Clarke
                                                                                                                                • Nintendo UK Entertainment Ltd
                                                                                                                                • Panasonic
                                                                                                                                • PC World (DSG UK Computing)
                                                                                                                                • Philips Consumer Electronics UK
                                                                                                                                • Pulse Home Products Ltd
                                                                                                                                • Robert Dyas Holdings
                                                                                                                                • Rowenta
                                                                                                                                • Royal Appliances
                                                                                                                                • Royal Philips Electronics
                                                                                                                                • Russell Hobbs
                                                                                                                                • Rutland Fund Management Limited
                                                                                                                                • Saeco International Group
                                                                                                                                • Salton Europe
                                                                                                                                • Siemens plc
                                                                                                                                • Somerfield
                                                                                                                                • Spectrum Brands, Inc.
                                                                                                                                • Starbucks Coffee Company UK Ltd
                                                                                                                                • Swarovski
                                                                                                                                • Tate & Lyle
                                                                                                                                • Tefal UK
                                                                                                                                • Tesco Plc
                                                                                                                                • The Carphone Warehouse Plc
                                                                                                                                • The Danish Dairy Board
                                                                                                                                • Topman old
                                                                                                                                • Topshop old
                                                                                                                                • Waitrose
                                                                                                                                • Whirlpool Corporation
                                                                                                                                • Wilkinson Hardware Stores Ltd
                                                                                                                                • Wm Morrison Supermarkets

                                                                                                                                Small Kitchen Appliances - UK - November 2010

                                                                                                                                £1,995.00 (Excl.Tax)