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Small Kitchen Appliances - UK - November 2016

“Creating healthier foods for wellbeing in a convenient way is the key theme driving demand for blenders, kitchen machines and soup makers. This segment of the market has been strong, taking over from juicers and food processors which had been on trend in the previous couple of years. Meanwhile demand for premium coffee makers remains high, as consumers continue to want to create coffee shop quality at home.”

– Jane Westgarth, Senior Market Analyst

This report looks at the following areas:

  • As the average size of homes becomes smaller, will this have an impact on market growth for small kitchen appliances?
  • Which consumers are interested in buying smart appliances that can connect to the internet?
  • Black Friday has become a key promotional event

Consumers want to prepare healthier, faster, more convenient food, ranging from fresh fruit drinks to soups and meal solutions. The ‘5-a-day’ message is getting through to people, as well as the message that they can eat well for less money by preparing meals from scratch. Suppliers have risen to the challenge by developing high powered blenders with take-away cups, kitchen machines that can prepare and cook foods in one seamless process and food preparation appliances that take the slog out of preparation, while improving the finished results.

Meanwhile the nation’s love of coffee continues to drive demand for coffee makers of all kinds as people seek to replicate café quality at home. While all these factors drive demand, ownership is limited by the space available in people’s kitchens, especially as today’s new homes are smaller. This creates a niche for compact versions of small kitchen appliances, as well as multi-purpose appliances that can perform more than one function. Appliances with internet connectivity are appearing on the scene offering functionality such as remote operation and downloadable recipes. This emerging functionality is likely to be adopted by consumers, especially if it frees up time and improves the final results.

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Table of contents

  1. Overview

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

          • The market
            • 16.4% growth between 2016-21
              • Figure 1: Consumer spend on small kitchen appliances, UK, 2011-21
            • Healthy eating driving market demand
              • Figure 2: Market segments, small kitchen appliances, 2016 (est)
            • 27% of the market is online
              • Broad distribution of small kitchen appliances
                • Figure 3: Distribution of small kitchen appliances, by value, by retailer, 2016 (Est)
              • Key market drivers
                • Space constraints
                  • Companies and brands
                    • Leading suppliers
                      • Figure 4: Market shares of small kitchen appliances, by manufacturer, 2016 (Est)
                    • Rapid pace of new product development
                      • Smart connected appliances
                        • Kitchen machines on trend
                          • Bosch’s reputation makes it the most trusted brand
                            • Figure 5: Attitudes towards and usage of selected brands, October 2016
                          • The consumer
                            • Kettles and toasters are bought most often
                              • Innovative products capture interest
                                • Fresh, healthy home cooked meals easier to achieve
                                  • Quality coffee at home
                                    • Figure 6: Purchases of small kitchen appliances in the last 12 months, September 2016
                                  • What consumers spent on selected appliances
                                    • Figure 7: Average Price paid for selected small kitchen appliances bought in the last 12 months, September 2016
                                  • Argos is the retailer of choice for small kitchen appliances
                                    • Figure 8: Retailers used for small kitchen appliances, September 2016
                                  • Retail outlets retain their relevance for SKA
                                    • Figure 9: In-store or online shopping for small kitchen appliances, September 2016
                                  • High take-up of promotions and discounts
                                    • Figure 10: Discounts and special offers used when buying small kitchen appliances, September 2016
                                  • Quality and brand are important
                                    • Figure 11: Attitudes regarding small kitchen appliances, September 2016
                                  • Quicker, better and healthier cooking influences choice of food preparation appliances
                                    • Figure 12: Factors influencing choice of food preparation appliances, September 2016
                                  • What we think
                                  • Issues and Insights

                                    • As the average size of homes becomes smaller, will this have an impact on market growth for small kitchen appliances?
                                      • The facts
                                        • The implications
                                          • Which consumers are interested in buying smart appliances that can connect to the internet?
                                            • The facts
                                              • The implications
                                                • Black Friday has become a key promotional event
                                                  • The facts
                                                    • The implications
                                                    • The Market – What You Need to Know

                                                      • Healthy eating driving market demand
                                                        • 27% of the market is online
                                                          • Broad distribution of small kitchen appliances
                                                            • Popularity of cooking
                                                              • Catering for babies
                                                                • Space constraints
                                                                • Market Size and Forecast

                                                                  • 16.4% growth forecast by 2021
                                                                    • Figure 13: Consumer spending on small kitchen appliances, 2011-21
                                                                    • Figure 14: Consumer spending on small kitchen appliances, 2011-21
                                                                  • Innovation is stimulating demand
                                                                    • Space constraints will limit ownership
                                                                      • Appliances to impress and entertain
                                                                        • Forecast methodology
                                                                          • The impact of the EU referendum vote
                                                                            • Small kitchen appliances spend has been resilient in previous slowdowns
                                                                              • Figure 15: Alternative market scenarios for the post-Brexit small kitchen appliances market, at current prices, 2016-21
                                                                              • Figure 16: Detailed Post-Brexit scenarios for the kitchens market, at current prices, 2016-21
                                                                            • Little immediate reaction among shoppers
                                                                              • Consumers are already shopping with savvy
                                                                              • Market Segmentation

                                                                                • Premium appliances perform well
                                                                                  • Figure 17: Consumer spend on small kitchen appliances, by segment, 2012-16
                                                                                • High-end machines grow share of hot beverage makers
                                                                                  • Innovation in food preparation
                                                                                    • Television inspiration
                                                                                      • Doing away with the need for a kettle?
                                                                                      • Channels to Market

                                                                                        • Broad availability of small kitchen appliances
                                                                                          • Winners and losers
                                                                                            • Figure 18: Distribution of small kitchen appliances, by value, by retailer, 2016 (Est)
                                                                                          • Portable products easy to take home
                                                                                            • Online and multi-channel sales growing
                                                                                              • AO.com growing strongly
                                                                                                • Speedier deliveries
                                                                                                  • Differentiating the ranges
                                                                                                    • Experiences in-store
                                                                                                      • Convenience food shopping patterns reduce footfall in supermarkets
                                                                                                        • Expansion of dedicated home shops
                                                                                                        • Market Drivers

                                                                                                          • 4.7% more households over 2016-21
                                                                                                            • Figure 19: UK households, by size, 2011-21
                                                                                                          • 93% of households cook meals from scratch in a typical week
                                                                                                            • Figure 20: Cooking in the home, by type of meal, any, February 2016
                                                                                                          • The hassle of scratch cooking
                                                                                                            • Figure 21: Attitudes towards cooking in the home, by age, February 2016
                                                                                                          • Preparing food for babies and toddlers
                                                                                                            • Figure 22: Frequency of usage of baby food, by type, December 2015
                                                                                                          • Interest in buying coffee machines
                                                                                                            • Figure 23: Types of coffee machine/system owned, June 2015
                                                                                                          • Cooking is a leisure pursuit
                                                                                                            • Kitchen refits take account of small kitchen appliances
                                                                                                              • New build homes are smaller
                                                                                                                • Television influences
                                                                                                                  • Social media activity
                                                                                                                    • Black Friday
                                                                                                                    • Companies and Brands – What You Need to Know

                                                                                                                      • Leading suppliers
                                                                                                                        • Highly innovative sector
                                                                                                                          • Smart connected appliances
                                                                                                                            • Coffee machines with vacuum
                                                                                                                              • Kitchen machines on-trend
                                                                                                                              • Market Share

                                                                                                                                  • Figure 24: Market shares of small kitchen appliances, by manufacturer, 2016 (Est)
                                                                                                                                  • Figure 25: Leading manufacturers of small kitchen appliances, 2016
                                                                                                                              • Launch Activity and Innovation

                                                                                                                                • Smart connected appliances
                                                                                                                                  • A coffee machine controlled via an app
                                                                                                                                    • Figure 26: Jura, Coffee machine controlled via tablet computer, October 2016
                                                                                                                                  • Prodigio – Nespresso’s connected coffee machine
                                                                                                                                    • Figure 27: Prodigio – Nespresso’s connected coffee machine, October 2016
                                                                                                                                  • Helping consumers cook faster and more efficiently
                                                                                                                                    • Satisfying the low-carb diet
                                                                                                                                      • Figure 28: Kenwood spiralizer, launched July 2016
                                                                                                                                    • Coffee machines with vacuum
                                                                                                                                      • Figure 29: KitchenAid Coffee Expert Artisan Siphon Coffee Machine, 2016
                                                                                                                                    • Kitchen machines on trend
                                                                                                                                      • Catering for niche food trends
                                                                                                                                        • Figure 30: Pancakebot pancake printer, 2016
                                                                                                                                    • Advertising and Marketing Activity

                                                                                                                                      • 84% increase in adspend between 2012-15
                                                                                                                                        • Figure 31: Total above-the line, online display and direct mail advertising expenditure on small kitchen appliances, 2012-2015 and Jan-Oct 2016
                                                                                                                                        • Figure 32: Above-the line, online display and direct mail advertising expenditure on small kitchen appliances, by advertiser, 2012-15
                                                                                                                                        • Figure 33: Above-the line, online display and direct mail advertising expenditure on small kitchen appliances, by advertiser, Jan-Oct 2016
                                                                                                                                      • Coffee brands dominate advertising
                                                                                                                                        • Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, by brand, 2015
                                                                                                                                      • Television advertising is the dominant medium
                                                                                                                                        • Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, by media type, 2015
                                                                                                                                      • The Black Friday effect
                                                                                                                                        • Nielsen Ad Intel coverage
                                                                                                                                        • Brand Research

                                                                                                                                            • Brand map
                                                                                                                                              • Figure 36: Attitudes towards and usage of selected brands, October 2016
                                                                                                                                            • Key brand metrics
                                                                                                                                              • Figure 37: Key metrics for selected brands, October 2016
                                                                                                                                            • Bosch is associated with high quality and innovation
                                                                                                                                              • Figure 38: Attitudes, by brand, October 2016
                                                                                                                                            • Tefal and Kenwood are accessible brands
                                                                                                                                              • Figure 39: Brand personality – macro image, October 2016
                                                                                                                                            • Bosch is at the cutting edge
                                                                                                                                              • Figure 40: Brand personality – micro image, October 2016
                                                                                                                                            • Brand analysis
                                                                                                                                              • Bosch is prestigious and at the cutting edge
                                                                                                                                                • Figure 41: User profile of Bosch, October 2016
                                                                                                                                              • Tefal is trusted, accessible and offers good value
                                                                                                                                                • Figure 42: User profile of Tefal, October 2016
                                                                                                                                                • Figure 43: Tefal Toast 'n' Egg 'n' Beans Toaster, 2016
                                                                                                                                              • Kenwood is trusted but lacks differentiation
                                                                                                                                                • Figure 44: User profile of Kenwood, October 2016
                                                                                                                                                • Figure 45: Kenwood, KMix stand mixer, 2016
                                                                                                                                              • Consumers think Morphy Richards is tired and boring
                                                                                                                                                • Figure 46: User profile of Morphy Richards, October 2016
                                                                                                                                                • Figure 47: Morphy Richards, example of breakfast collections, 2016
                                                                                                                                              • KitchenAid headline
                                                                                                                                                • Figure 48: User profile of KitchenAid, October 2016
                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                              • High level of purchasing activity
                                                                                                                                                • Kettles and toasters and kitchen essentials
                                                                                                                                                  • Argos, Amazon and Currys are most-used shops
                                                                                                                                                    • Two thirds shop in-store
                                                                                                                                                      • Widespread use of discounts and special offers
                                                                                                                                                        • Quicker, better and healthier eating
                                                                                                                                                          • 16-34s most interested in smart connected appliances
                                                                                                                                                            • Space limits ownership
                                                                                                                                                              • Quality and brand are key drivers
                                                                                                                                                                • Cutting down time and effort
                                                                                                                                                                  • Three main target groups
                                                                                                                                                                  • Purchases of Small Kitchen Appliances

                                                                                                                                                                    • Kettles and toasters are the small kitchen appliances purchased most often
                                                                                                                                                                      • Figure 49: Purchases of small kitchen appliances, September 2016
                                                                                                                                                                    • 64% of adults bought small kitchen appliances
                                                                                                                                                                      • Figure 50: Purchases of small kitchen appliances, repertoire, September 2016
                                                                                                                                                                    • Survey for 2016 shows continuing buoyancy
                                                                                                                                                                      • Figure 51: Purchases of small kitchen appliances, September 2012 and September 2016
                                                                                                                                                                    • Capsule/pod coffee makers bought as gifts by 5%
                                                                                                                                                                      • Figure 52: Purchases of small kitchen appliances, for self or gift, September 2016
                                                                                                                                                                  • Spend on Small Kitchen Appliances

                                                                                                                                                                    • Spending overview
                                                                                                                                                                      • Average spend for selected appliances
                                                                                                                                                                        • Figure 53: Average Price paid for selected small kitchen appliances bought in the last 12 months, September 2016
                                                                                                                                                                      • Rise in premium priced kettles
                                                                                                                                                                        • Figure 54: Spend on small kitchen appliances, kettles, September 2015-16
                                                                                                                                                                      • Premium priced toasters popular
                                                                                                                                                                        • Figure 55: Spend on small kitchen appliances, toasters, September 2015-16
                                                                                                                                                                      • Higher-priced ground coffee makers move ahead
                                                                                                                                                                        • Figure 56: Spend on small kitchen appliances, ground coffee maker, September 2016
                                                                                                                                                                      • Falling price of capsule coffee makers
                                                                                                                                                                        • Figure 57: Spend on small kitchen appliances, capsule/pod coffee maker, September 2016
                                                                                                                                                                      • 41% of blenders/mixers below £50
                                                                                                                                                                        • Figure 58: Spend on small kitchen appliances, food processor/blender/stand mixer, September 2016
                                                                                                                                                                    • Retailers Used for Small Kitchen Appliances

                                                                                                                                                                      • Argos is the retailer of choice for small kitchen appliances
                                                                                                                                                                        • Currys and John Lewis more aspirational
                                                                                                                                                                          • AO.com has plenty of headroom for growth
                                                                                                                                                                            • Amazon is second-most used retailer for SKA
                                                                                                                                                                              • Figure 59: Retailers used for small kitchen appliances, September 2015-16
                                                                                                                                                                            • 70% use one retailer
                                                                                                                                                                              • Figure 60: Retailers used for small kitchen appliances, repertoire, September 2016
                                                                                                                                                                          • In-store or Online Shopping for Small Kitchen Appliances

                                                                                                                                                                            • Retail outlets retain their relevance for SKA
                                                                                                                                                                              • Home delivery outpaces click-and-collect
                                                                                                                                                                                • Figure 61: In-store or online shopping for small kitchen appliances, September 2016
                                                                                                                                                                            • Discounts and Special Offers

                                                                                                                                                                              • High usage of promotions and discounts
                                                                                                                                                                                • Black Friday most popular with young men
                                                                                                                                                                                  • Figure 62: Discounts and special offers used when buying small kitchen appliances, September 2016
                                                                                                                                                                              • Factors Influencing Choice of Food Preparation Appliances

                                                                                                                                                                                • Quicker, better and healthier
                                                                                                                                                                                  • Cooking to impress
                                                                                                                                                                                    • Interest in smart technology
                                                                                                                                                                                      • Figure 63: Factors influencing choice of food preparation appliances, September 2016
                                                                                                                                                                                  • Attitudes Regarding Small Kitchen Appliances

                                                                                                                                                                                    • 72% are struggling for space
                                                                                                                                                                                      • Key drivers for SKA
                                                                                                                                                                                        • Judging quality helped by demonstrations
                                                                                                                                                                                          • Brands matter to 16-24s
                                                                                                                                                                                            • Smart homes
                                                                                                                                                                                              • Downsides of small kitchen appliances
                                                                                                                                                                                                • Figure 64: Attitudes regarding small kitchen appliances, September 2016
                                                                                                                                                                                            • Target Groups

                                                                                                                                                                                                • Figure 65: Target groups for small kitchen appliances, September 2016
                                                                                                                                                                                              • About the Target Groups
                                                                                                                                                                                                • Figure 66: Discounts and special offers used when buying small kitchen appliances, by Upscale, young and savvy target group, September 2016
                                                                                                                                                                                                • Figure 67: Factors influencing choice of food preparation appliances, by target group, Upscale, Young and Savvy, September 2016
                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                                  • Consumer research methodology
                                                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                                                    • Forecast Methodology

                                                                                                                                                                                                    Companies Covered

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

                                                                                                                                                                                                    Small Kitchen Appliances - UK - November 2016

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