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Small Kitchen Appliances - UK - November 2017

“These are challenging times for small kitchen appliance sales as growth-driving trends taper off and space in the kitchen becomes more restricted than ever. Opportunities lie in innovative use of space, growth in men baking and connected devices that help consumers create their own personalised healthy eating plans.”

– Thomas Slide, Retail Analyst

This report examines the following:

  • Overcoming ‘peak stuff’ in the kitchen
  • Appealing to the new man in the kitchen
  • Smart appliances help create personalised healthy eating lifestyles

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Table of contents

  1. Overview

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

          • The market
            • Market contracts in 2017
              • Figure 1: Consumer spending on small kitchen appliances, 2012-22
            • Rising inflation on household appliances
              • Figure 2: Monthly CPIH, % growth on previous year, August 2016-August 2017
            • 4.2 million kitchen refits in the last three years
              • Argos leads a fragmented market
                • Figure 3: Estimated distribution of small kitchen appliances, by value, by retailer, 2017
              • Companies and brands
                • Smart technology helps make personalised diets easier to stick to
                  • Sharp to launch first range of small kitchen appliances
                    • 19% growth in advertising spend in 2016
                      • Figure 4: Total above-the-line, online display and direct mail advertising expenditure on small kitchen appliances, 2013-16
                    • Bosch stands out in brand research
                      • The consumer
                        • 99% own a small kitchen appliance
                          • Figure 5: Ownership of small kitchen appliances, August 2017
                        • More men than women buy appliances
                          • Figure 6: Small kitchen appliances purchased in the past year either for themselves or as a gift, August 2017
                        • Price and functionality drive decision-making
                          • Figure 7: Important factors in choosing what to buy, August 2017
                        • In-store remains the most popular way to shop
                          • Figure 8: How they bought the small kitchen appliance they spent the most on in the past year, August 2017
                        • Argos the retailer of choice for 21%
                          • Figure 9: Where they shop for small kitchen appliances, August 2017
                        • Argos chosen for price and availability
                          • Figure 10: Reasons for selecting the retailer they used to buy the SKA they spent the most on in the past year, August 2017
                        • Lack of space inhibits new purchasing
                          • Figure 11: How they use small kitchen appliances, August 2017
                        • Two thirds interested in appliances that are easier to store
                          • Figure 12: Attitudes towards small kitchen appliances, August 2017
                        • What we think
                        • Issues and Insights

                          • Overcoming ‘peak stuff’ in the kitchen
                            • The facts
                              • The implications
                                • Appealing to the new man in the kitchen
                                  • The facts
                                    • The implications
                                      • Smart appliances help create personalised healthy eating lifestyles
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Market declines 0.5%
                                              • Slow growth forecast
                                                • Decline in key segments
                                                  • Inflation dampens demand
                                                    • Declining marriage rate and rising cohabitation impact the gift list market
                                                      • Argos leads and online growing fast
                                                      • Market Size and Forecast

                                                        • Inflation fails to offset a decline in volumes
                                                          • Slow growth forecast
                                                            • Figure 13: Consumer spending on small kitchen appliances, 2012-22
                                                            • Figure 14: Consumer spending on small kitchen appliances, 2012-22
                                                          • Forecast methodology
                                                          • Market Segmentation

                                                            • Great British Bake Off no longer driving sales
                                                              • Booming capsule coffee machine sales come to an end
                                                                • Personalised recipe plans could be an avenue for growth for food prep
                                                                  • Figure 15: Estimated consumer spend on small kitchen appliances, by segment, 2013-17
                                                              • Market Drivers

                                                                • Incomes are being squeezed
                                                                  • Figure 16: Real wage growth: wages growth vs inflation, February 2014-August 2017
                                                                • Inflation hits small kitchen appliances
                                                                    • Figure 17: Monthly CPIH, % growth on previous year, August 2016-August 2017
                                                                  • Life skills in cooking
                                                                    • Figure 18: Confidence in life skills, by gender, November 2016
                                                                  • Consumers prefer spending on experiences
                                                                    • Figure 19: What they choose to spend extra money on, September 2017
                                                                  • Number of marriages in long-term decline…
                                                                    • Figure 20: Total number of marriages and marriages per 1,000, 2000-14
                                                                  • …and more couples already live together prior to marriage
                                                                    • Figure 21: Type of wedding present given, October 2016
                                                                  • Student numbers stabilise following decline
                                                                    • Figure 22: Total number of students, 2000/01-2015/16
                                                                  • The coffee connoisseur movement
                                                                    • A quarter are interested in owning a coffee pod machine
                                                                      • 4.2 million kitchen refits in the last three years
                                                                      • Channels of Distribution

                                                                        • Argos leads a fragmented market
                                                                          • Online growing fast
                                                                            • Growth in direct-to-consumer model
                                                                              • Figure 23: Estimated channels of distribution, 2017
                                                                          • Companies and Brands – What You Need to Know

                                                                            • Shrinking products to fit shrinking homes
                                                                              • Smart devices lead new product development
                                                                                • 19% growth in advertising spend in 2016
                                                                                  • Bosch leads on trust and differentiation
                                                                                  • Competitive Strategies

                                                                                    • Kenwood updates its range
                                                                                      • Electrolux acquires Anova
                                                                                        • Downsizing to squeeze into smaller spaces
                                                                                          • Smart technology innovation continues to increase
                                                                                          • Launch Activity and Innovation

                                                                                            • NutriBullet launches VegeBullet and Balance
                                                                                              • Figure 24: NutriBullet Balance
                                                                                            • Nespresso releases its smallest machine to date
                                                                                              • Smeg launches Dolce & Gabbana Kitchen Appliances
                                                                                                • Figure 25: Smeg and Dolce & Gabbana range of small kitchen appliances, April 2017
                                                                                              • Smeg unveils new range of small kitchen appliances
                                                                                                • Griffin Technology unveils a collection of AppPowered appliances
                                                                                                  • Gourmia introduces Award-Winning Smart Kitchen Tea and Coffee Maker
                                                                                                    • KitchenAid releases new Precision Kettles
                                                                                                      • BuzzFeed enters the smart appliance business
                                                                                                        • Sharp launches first range of small kitchen appliances
                                                                                                        • Advertising and Marketing Activity

                                                                                                          • 19% growth in advertising spend in 2016
                                                                                                            • Figure 26: Total above-the-line, online display and direct mail advertising expenditure on small kitchen appliances, 2013-16
                                                                                                          • Over half of advertising spend takes place in Q4
                                                                                                            • Figure 27: Quarterly recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, 2016
                                                                                                          • Coffee pod machine manufacturers step up advertising efforts
                                                                                                            • Figure 28: Top 10 spenders on above-the-line, online display and direct mail advertising expenditure on small kitchen appliances, 2013-16
                                                                                                          • Nespresso leads spending
                                                                                                            • Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, by brand, 2016
                                                                                                          • TV grows in importance as press advertising declines
                                                                                                            • Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, by media type, 2013-16
                                                                                                          • Leading advertisers rely on TV
                                                                                                            • Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, by advertiser and media type, 2016
                                                                                                          • Campaign highlights
                                                                                                            • Nespresso continues with ads starring Clooney
                                                                                                              • Will.i.am features in Nescafé Dolce Gusto ad
                                                                                                                • SodaStream’s Game of Thrones parody stirs controversy
                                                                                                                  • Nielsen Ad Intel coverage
                                                                                                                  • Brand Research

                                                                                                                      • What you need to know
                                                                                                                        • Brand map
                                                                                                                          • Figure 32: Attitudes towards and usage of selected brands, October 2017
                                                                                                                        • Key brand metrics
                                                                                                                          • Figure 33: Key metrics for selected brands, October 2017
                                                                                                                        • Brand attitudes: Bosch a brand worth paying more for
                                                                                                                          • Figure 34: Attitudes, by brand, October 2017
                                                                                                                        • Brand personality: Tefal associated with fun
                                                                                                                          • Figure 35: Brand personality – macro image, October 2017
                                                                                                                        • Breville the basic and affordable option
                                                                                                                          • Figure 36: Brand personality – micro image, October 2017
                                                                                                                        • Brand analysis
                                                                                                                          • Bosch is a favourite brand of the well off
                                                                                                                            • Figure 37: User profile of Bosch, October 2017
                                                                                                                          • Tefal a trusted brand that is fun and reliable
                                                                                                                            • Figure 38: User profile of Tefal, October 2017
                                                                                                                          • Russell Hobbs is trusted for value
                                                                                                                            • Figure 39: User profile of Russell Hobbs, October 2017
                                                                                                                          • Breville a brand that struggles to stand out
                                                                                                                            • Figure 40: User profile of Breville, October 2017
                                                                                                                          • De’Longhi an expensive brand that needs to better articulate its quality
                                                                                                                            • Figure 41: User profile of De’Longhi, October 2017
                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                          • 99% of UK consumers own a small kitchen appliance
                                                                                                                            • More men than women buy appliances
                                                                                                                              • Important factors differ by gender
                                                                                                                                • In-store remains the most popular way to shop
                                                                                                                                  • Argos the retailer of choice for 21%
                                                                                                                                    • Argos chosen for price and availability
                                                                                                                                      • Trust important when shopping for coffee machines
                                                                                                                                        • Lack of space inhibits new purchasing
                                                                                                                                          • Two thirds interested in appliances that are easier to store
                                                                                                                                          • Ownership of Small Kitchen Appliances

                                                                                                                                            • Small kitchen appliance ownership almost universal
                                                                                                                                              • Kettles versus boiling-water taps
                                                                                                                                                • Figure 42: Ownership of small kitchen appliances, August 2017
                                                                                                                                              • Coffee machines still the reserve of the affluent
                                                                                                                                                • Figure 43: Profile of small kitchen appliance owners, August 2017
                                                                                                                                              • Men less likely to own food processors or mixers
                                                                                                                                                • Figure 44: Ownership of small kitchen appliances, by gender, August 2017
                                                                                                                                              • Six small kitchen appliances per person
                                                                                                                                                • Figure 45: Repertoire analysis of small kitchen appliance ownership, August 2017
                                                                                                                                            • Purchases of Small Kitchen Appliances

                                                                                                                                              • Kettles bought by a third in the past year
                                                                                                                                                • Figure 46: Small kitchen appliances purchased in the past year either for themselves or as a gift, August 2017
                                                                                                                                              • The new man in the kitchen
                                                                                                                                                  • Figure 47: Small kitchen appliances purchased in the past year, by gender, August 2017
                                                                                                                                                • Students the biggest purchasers of small kitchen appliances
                                                                                                                                                  • Figure 48: Small kitchen appliances purchased in the past year, by working status, August 2017
                                                                                                                                                • 64% have bought a small kitchen appliance in the past year
                                                                                                                                                  • Figure 49: Repertoire of small kitchen appliances purchased in the past year, August 2017
                                                                                                                                                • Purchasers are much younger than the average
                                                                                                                                                  • Figure 50: Profile of those who have purchased a small kitchen appliance in the past year, August 2017
                                                                                                                                              • Important Factors when Deciding What to Buy

                                                                                                                                                • Price and functionality most important
                                                                                                                                                  • Figure 51: Important factors in choosing what to buy, August 2017
                                                                                                                                                • Men look for build quality
                                                                                                                                                  • Figure 52: Important factors when choosing what to buy, by gender, August 2017
                                                                                                                                                • Price and style are key for buyers of kettles and toasters
                                                                                                                                                  • Figure 53: Important factors when shopping for kettles and toasters, August 2017
                                                                                                                                                • Ease of cleaning a focus for small cooking appliances
                                                                                                                                                  • Figure 54: Important factors when shopping for small cooking appliances, August 2017
                                                                                                                                                • Reputation important for coffee machine buyers
                                                                                                                                                  • Figure 55: Important factors when shopping for coffee machines, August 2017
                                                                                                                                                • Reviews sell juicers, mixers and food processors
                                                                                                                                                  • Figure 56: Important factors when shopping for juicers, mixers or food processors, August 2017
                                                                                                                                              • How They Bought Small Kitchen Appliances

                                                                                                                                                • In-store remains the most popular way to shop
                                                                                                                                                  • Figure 57: How they bought the small kitchen appliance they spent the most on in the past year, August 2017
                                                                                                                                                • Smaller, lower-value items most likely to be bought in-store
                                                                                                                                                  • Figure 58: How they bought the small kitchen appliance they spent the most on in the past year, by what they spent the most on (netted), August 2017
                                                                                                                                              • Where They Shop

                                                                                                                                                • Argos dominates small kitchen appliance sales
                                                                                                                                                  • Supermarkets chosen by a quarter
                                                                                                                                                    • Other retailers
                                                                                                                                                      • Figure 59: Where they shop for small kitchen appliances, August 2017
                                                                                                                                                    • Supermarkets dominate kettle and toaster purchases
                                                                                                                                                      • Online retailers lead other product categories
                                                                                                                                                        • Department stores popular for coffee machines
                                                                                                                                                          • Figure 60: Where they shop for small kitchen appliances, by what they bought, August 2017
                                                                                                                                                      • Reasons for Selecting Retailer

                                                                                                                                                        • Price the top-ranking reason for choosing where to shop
                                                                                                                                                          • Figure 61: Reasons for selecting the retailer they used to buy the SKA they spent the most on in the past year, August 2017
                                                                                                                                                        • Proximity and price drive usage of supermarkets
                                                                                                                                                          • Figure 62: Relative importance of reasons for shopping for SKA at a supermarket, August 2017
                                                                                                                                                        • Argos excels on availability and price
                                                                                                                                                          • Figure 63: Relative importance of reasons for shopping for SKA at Argos, August 2017
                                                                                                                                                        • Online retailers have the range and delivery options
                                                                                                                                                          • Figure 64: Relative importance of reasons for shopping for SKA at any online retailer, August 2017
                                                                                                                                                        • Advice attracts people to specialists
                                                                                                                                                          • Figure 65: Relative importance of reasons for shopping for SKA at any electrical or home specialist, August 2017
                                                                                                                                                        • Department stores give confidence
                                                                                                                                                          • Figure 66: Relative importance of reasons for shopping for SKA at any department store, August 2017
                                                                                                                                                        • Kettle and toaster shoppers look for convenient availability
                                                                                                                                                          • Figure 67: Relative importance of factors in selecting the retailer they used to buy a kettle or toaster, August 2017
                                                                                                                                                        • Price and delivery options drive choice for small cooking appliances
                                                                                                                                                          • Figure 68: Relative importance of factors in selecting the retailer they used to buy a small cooking appliance, August 2017
                                                                                                                                                        • Trust important when shopping for coffee machines
                                                                                                                                                          • Figure 69: Relative importance of factors in selecting the retailer they used to buy a coffee machine, August 2017
                                                                                                                                                        • Trust and availability important for juicers, mixers and food processors
                                                                                                                                                          • Figure 70: Relative importance of factors in selecting the retailer they used to buy juicer, mixer or food processor, August 2017
                                                                                                                                                      • How They Use Small Kitchen Appliances

                                                                                                                                                        • Out with the old and in with the new
                                                                                                                                                          • Money saving appeals to younger consumers
                                                                                                                                                            • Figure 71: How they use small kitchen appliances, August 2017
                                                                                                                                                          • Young are more brand-loyal
                                                                                                                                                            • Figure 72: Agreement with the statement ‘Most of my small kitchen appliances are from the same brand’, by age, August 2017
                                                                                                                                                        • Attitudes towards Small Kitchen Appliances

                                                                                                                                                          • Two thirds interested in appliances that are easier to store
                                                                                                                                                            • Figure 73: Attitudes towards small kitchen appliances, August 2017
                                                                                                                                                          • Independent reviews are vital to appeal to younger age groups
                                                                                                                                                            • Figure 74: Any agreement with the statement ’Independent reviews are important when choosing a small kitchen appliance’, by age, August 2017
                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                • Forecast methodology

                                                                                                                                                                Small Kitchen Appliances - UK - November 2017

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