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Small Kitchen Appliances - US - December 2011

The small kitchen appliances (SKAs) market has shown growth despite the economic downturn, likely driven by consumers cooking more at home and paring back on coffee shop purchases. This report probes opportunities for sustained growth as an improved economic outlook may start leading consumers back to restaurants and coffee shops. Additionally, it explores innovations, marketing strategies and consumer attitudes that offer the best opportunities for SKA growth in the five years ahead. The report also analyzes which SKAs, product qualities and marketing strategies are most likely to appeal to diverse demographic groups, including young first-time buyers, busy moms, aging Baby Boomers and growing ethnic minorities. The SKAs report also offers an in-depth look into all areas of the SKAs market, including:

  • Analysis of which segments and products have been driving growth over the past five years and which ones offer the best growth potential through 2016
  • Insight into the marketing strategies of key manufacturers and how they are reaching consumers with TV ads, online initiatives and in-store efforts
  • Opportunities for capitalizing on consumer interest in weight-loss and healthy living
  • Analysis of trends related to home size, green living and demographics and what opportunities these suggest for growth in the SKAs market
  • Insight into why consumers buy SKAs, how they shop, where they conduct research and what qualities they seek in new SKAs
  • Analysis of which groups undertake the most cooking and which report attitudes that may support greater use of SKAs

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Cooking preparation SKAs
          • Beverage preparation SKAs
            • Food preparation SKAs
              • Data sources
                • Sales data
                  • Consumer survey data
                    • Advertising videos
                      • Abbreviations
                        • Terms
                        • Executive Summary

                          • SKAs benefit from reduced restaurant and coffee shops trips
                            • Continued modest growth predicted for SKAs between 2011 and 2016
                              • Discount stores dominate in share, but specialty stores post significant growth
                                • Jarden dominates the manufacturers market posting the largest sales
                                  • SKA innovation focused on designer looks and performance effectiveness
                                    • Some SKA segments are saturated, while others have room to grow
                                      • SKA consumers aged 18 to 44 show highest intent to purchase
                                        • Research prior to purchase limited and many make choices in-store
                                          • Price is a priority, but paired with interest in safety, appearance, and reliability
                                            • Opportunities for energy-saving appliances
                                              • Opportunities for marketing beverage preparation SKAs
                                                • Attitudes related to money, health and diet suggest opportunities
                                                  • Asians warrant focus with ethnic cuisine and healthy living focus
                                                    • Hispanics use more SKAs oriented toward ethnic fare
                                                    • Insights and Opportunities

                                                      • Healthy living: a broad trend warranting focus from the SKA market
                                                        • Obesity is widespread and a priority in the national health agenda
                                                          • Figure 1: Trends in overweight, obesity, and extreme obesity among U.S. adults aged 20-74 years old, 1988-2008
                                                        • Targeting groups showing high interest weight loss and healthy living
                                                          • Figure 2: Attitudes toward weight loss and healthy living, by gender, September 2011
                                                          • Figure 3: Health-driven changes in cooking behavior compared to last year, May 2011
                                                        • SKAs can help consumers achieve weight loss and a healthier lifestyle
                                                          • Hispanics are growing and generally use SKAs related to ethnic cuisine
                                                            • Figure 4: Population by race and Hispanic origin, 2006-16
                                                          • Hispanic families – and especially moms – value healthy eating and saving time
                                                            • Figure 5: Households, by Hispanic origin of householder and presence and ages of children, 2010
                                                          • Interest in ethnic food shaping demand for SKAs
                                                            • Figure 6: FDMx sales and forecast of ethnic foods, at current and inflation-adjusted prices, 2005-10
                                                          • SKA manufacturers to take example from IMUSA – cookware directed to Hispanics
                                                          • Inspire Insights

                                                              • Inspire Trend—The Power of One
                                                                • Consider this
                                                                  • Bottom line
                                                                    • Inspire Trend—Survival Skills
                                                                      • Consider this
                                                                        • Figure 7: Ownership and usage of SKAs, by age, September 2011
                                                                      • Bottom line
                                                                        • Figure 8: Attitudes toward coffee, by age, September 2011
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Increases in at-home cooking helps driving SKAs growth
                                                                          • Growth unevenly distributed across segments
                                                                            • Small kitchen appliances market size and forecast
                                                                              • Figure 9: Total U.S. sales and forecast of SKAs, at current prices, 2006-16
                                                                              • Figure 10: Total U.S. sales and forecast of SKAs, at inflation-adjusted prices, 2006-16
                                                                            • Fan chart forecast
                                                                                • Figure 11: Total U.S. sales and forecast of SKAs, 2006-16
                                                                            • Market Drivers

                                                                              • Key points
                                                                                • Consumer confidence reflects slow recovery and puts damper on spending
                                                                                    • Figure 12: University of Michigan’s index of consumer sentiment (ICS), 2006-11
                                                                                  • An increase in at-home cooking benefits some SKAs
                                                                                    • Figure 13: Cooking more at home, October 2010
                                                                                    • Figure 14: Time spent in food preparation and cleanup per day by all persons aged 15 and older, and by gender, 2005-10
                                                                                    • Figure 15: Expenditures on food at home and away from home, at current prices, 2005-10
                                                                                  • Healthier “green” living and more compact homes shape SKA demand
                                                                                    • More compact homes and energy-efficient living
                                                                                        • Figure 16: Interest in energy saving cooking methods, September 2011
                                                                                    • Competitive Context

                                                                                      • Key points
                                                                                        • Dollar share spent on food away from home higher than two decades ago
                                                                                          • Figure 17: Consumer spending on food away from home and food at home, 1950-2010
                                                                                        • Use of quick-service and casual restaurants on the rise in 2011
                                                                                          • Figure 18: Total U.S. sales at quick-service restaurants, at current prices, 2006-16
                                                                                          • Figure 19: Total U.S. sales at fast casual restaurants, at current prices, 2006-16
                                                                                        • As the economy bounces back coffeehouses could be a threat to SKAs
                                                                                          • Figure 20: cutting back on coffeehouse drinks, October 2009 vs. September 2011
                                                                                          • Figure 21: Total U.S. sales at coffeehouses and donut shops, at current prices, 2006-16
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Beverage and cooking preparation SKAs benefit from recession
                                                                                            • Figure 22: Total U.S. sales of SKAs, by segment, 2006-11
                                                                                          • As the economy recovers beverage-preparation SKAs still post strong sales
                                                                                            • Figure 23: Total U.S. sales of SKAs, by segment, 2009 and 2011
                                                                                        • Segment Performance—Cooking Preparation Appliances

                                                                                          • Key points
                                                                                            • Cooking SKAs see sales climb from 2006-11
                                                                                              • Figure 24: Total U.S. sales of small cooking appliances, 2006-11
                                                                                            • Slow cookers, popcorn and waffle makers post strongest two-year growth
                                                                                              • Figure 25: Total U.S. sales of small kitchen cooking appliances, by product, 2008 and 2010
                                                                                          • Segment Performance—Beverage Preparation Appliances

                                                                                            • Key points
                                                                                              • Beverage-making SKAs see five-year sales increase of almost 60%
                                                                                                • Figure 26: Total U.S. sales of beverage appliances, 2006-16
                                                                                              • Single-serve coffee makers post explosive growth between 2008-10
                                                                                                • Figure 27: U.S. sales of beverage appliances, by product, 2008 and 2010
                                                                                              • Key players in the single-serve coffee segment
                                                                                              • Segment Performance—Food Preparation Appliances

                                                                                                • Key points
                                                                                                  • Sales fall as consumers make simpler dishes using other SKAs
                                                                                                    • Figure 28: Total U.S. sales of food preparation SKAs, 2006-11
                                                                                                  • Blenders lose share, while food processors see sales increase
                                                                                                    • Figure 29: Total U.S. sales food preparation SKAs, by product, 2008 and 2010
                                                                                                • Retail Channels

                                                                                                  • Key points
                                                                                                    • Discount stores are dominant retail channel
                                                                                                        • Figure 30: Total U.S. retail distribution share of SKAs, by channel, 2008-10
                                                                                                    • Leading Companies

                                                                                                      • Key points
                                                                                                        • 2009-10 sales figures show growth from the largest SKA manufacturers
                                                                                                          • Figure 31: Sales of leading small kitchen appliance companies, 2009-10
                                                                                                        • Profiles and financial information of major manufacturers
                                                                                                          • Jarden
                                                                                                            • NACCO (Hamilton Beach, Proctor-Silex)
                                                                                                              • National Presto
                                                                                                                • Other significant U.S. manufacturers
                                                                                                                  • Salton
                                                                                                                    • Conair (Cuisinart)
                                                                                                                      • Whirlpool (KitchenAid)
                                                                                                                      • Innovations and Innovators

                                                                                                                        • Innovations in cooking preparation SKAs
                                                                                                                          • Slow cookers with personalized or designer looks offer opportunities for customization
                                                                                                                            • Improvements in the effectiveness, versatility and “intelligence” of cooking SKAs
                                                                                                                              • Innovations in food preparation SKAs
                                                                                                                                • Improved functionality in blenders and food processors
                                                                                                                                  • Cuisinart’s innovative products save steps and merge functions
                                                                                                                                    • Personal blenders for sports enthusiasts featuring BPA-free bottles to go
                                                                                                                                      • Cupcake making kits aimed for moms and kids
                                                                                                                                        • Innovations in beverage-making SKAs
                                                                                                                                          • Single-serve coffee makers and expanded drink offerings with “pod” systems
                                                                                                                                            • Flexible, single-scoop or full-pot coffee brewers
                                                                                                                                              • BrewStation Coffeemaker allows for brewing coffee without a carafe
                                                                                                                                              • Marketing Strategies

                                                                                                                                                • Key points
                                                                                                                                                  • Jarden offers multiple brands based on demographics and product lines
                                                                                                                                                    • Rival and Sunbeam offer practical, timesaving products for moms
                                                                                                                                                      • Oster seeks to inspire creativity and sense of adventure in the kitchen
                                                                                                                                                        • Crockpot showcases products as part of holistic, healthy, smart family living
                                                                                                                                                          • Mr. Coffee highlights individual choice and value in at-home brewing
                                                                                                                                                            • Figure 32: Brand analysis of Jarden’s brands, 2011
                                                                                                                                                          • Hamilton Beach promotes innovative products and “good thinking”
                                                                                                                                                            • Figure 33: NAACO Brand qualities
                                                                                                                                                          • Keurig highlights choice, convenience, and speed of single-serve makers
                                                                                                                                                            • Figure 34: Brand analysis of keurig, 2011
                                                                                                                                                          • Keurig TV ad in “high five” campaign showcases ease, convenience, and choice
                                                                                                                                                            • Figure 35: Keurig TV ad for 200+ varieties of coffee and tea, 2011
                                                                                                                                                          • “High-Five” ad campaign paired with demonstrations and online campaign
                                                                                                                                                            • Nescafé’s Dolce Gusto offers upscale European styling and a hip image
                                                                                                                                                              • Figure 36: Brand analysis of nescafé dolce gusto, 2011
                                                                                                                                                            • “Play with your coffee” ad showcases stylish, playful, fun people and products
                                                                                                                                                              • Figure 37: Nescafé dolce gusto machine tv ad, 2011
                                                                                                                                                            • Facebook campaign and website engage internet-savvy 20 and 30 year olds
                                                                                                                                                              • Cuisinart offers high-end brand and destination website for cooks
                                                                                                                                                                • Figure 38: Brand analysis of cuisinart, 2011
                                                                                                                                                              • Other TV ad campaigns
                                                                                                                                                                • Bosch TV ad highlights ease and convenience, equating coffee maker to a robot
                                                                                                                                                                  • Figure 39: Bosch Tassimo Brewbot TV Ad, 2011
                                                                                                                                                                • KitchenAid TV ad targets cooking enthusiasts and offers free subscription
                                                                                                                                                                  • Figure 40: KitchenAid TV ad for artisan stand mixer, 2011
                                                                                                                                                                • BabyBullet infomercial targets parents with system for making organic baby food
                                                                                                                                                                  • Figure 41: BabyBullet infomercial, August 2011
                                                                                                                                                              • Ownership and Usage of Cooking/Food Preparation SKAs

                                                                                                                                                                • Key points
                                                                                                                                                                  • Toasters, blenders, and mixers are most widely owned SKAs
                                                                                                                                                                      • Figure 42: Ownership and usage of cooking/food preparation SKAs, September 2011
                                                                                                                                                                    • Women use more food preparation SKAs, men favor food cooking SKAs
                                                                                                                                                                      • Figure 43: Ownership and usage of cooking/food preparation SKAs, by gender, September 2011
                                                                                                                                                                    • Ownership and usage of SKAs higher among those aged 35+
                                                                                                                                                                      • Figure 44: Ownership and usage of cooking/food preparation SKAs, by age, September 2011
                                                                                                                                                                    • HH income drives SKA ownership
                                                                                                                                                                      • Figure 45: Ownership and usage of cooking/food preparation SKAs, by household income, September 2011
                                                                                                                                                                    • Single-person HHs own the fewest number of SKAs
                                                                                                                                                                      • Figure 46: Ownership and usage of cooking/food preparation SKAs, by household size, September 2011
                                                                                                                                                                  • Ownership and Usage of Beverage Preparation SKAs

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Drip coffee makers are most widely owned and used
                                                                                                                                                                          • Figure 47: Ownership and usage of beverage preparation SKAs, September 2011
                                                                                                                                                                        • Affluent consumers own more kettles, grinders, and specialty coffee makers
                                                                                                                                                                          • Figure 48: Ownership and usage of beverage preparation SKAs, by household income, September 2011
                                                                                                                                                                        • Larger households own more beverage preparation SKAs
                                                                                                                                                                          • Figure 49: Ownership and usage of beverage preparation SKAs, by household size, September 2011
                                                                                                                                                                      • Purchase Interest for SKAs

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Interest in future purchase higher among women and those aged 18-44
                                                                                                                                                                            • Figure 50: purchase interest for cooking/food preparation SKAs, by gender and age, September 2011
                                                                                                                                                                          • 18-24 consumers show interest in juicers and specialty coffee makers
                                                                                                                                                                            • Figure 51: purchase interest for beverage preparation SKAs, by gender and age, September 2011
                                                                                                                                                                        • Motivations for Purchasing SKAs

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Replacing a broken SKA is most cited reason for purchasing a new one
                                                                                                                                                                                • Figure 52: Reasons for SKAs purchase, by gender, September 2011
                                                                                                                                                                              • Older consumers more likely to be replacing an old or broken SKA
                                                                                                                                                                                • Figure 53: Reasons for SKAs purchase, by age, September 2011
                                                                                                                                                                            • Research Conducted Prior to Purchasing SKAs

                                                                                                                                                                              • Key points
                                                                                                                                                                                • In-store marketing vital as few undertake extensive research before buying
                                                                                                                                                                                  • Figure 54: Research conducted before purchasing SKAs, by age, September 2011
                                                                                                                                                                              • SKAs In-Store Purchase Process

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Brand, in-store marketing and look/style all factor into product selection
                                                                                                                                                                                    • Figure 55: In-store purchase process for SKAs, by age, September 2011
                                                                                                                                                                                  • Attention to brand and style increase with income
                                                                                                                                                                                    • Figure 56: In-store purchase process for SKAs, by age, September 2011
                                                                                                                                                                                • Time Spent Cooking Food at Home

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Females and those older than 25 spend more time cooking
                                                                                                                                                                                      • Figure 57: Average time spent cooking food at home, by gender and Age, September 2011
                                                                                                                                                                                      • Figure 58: Average time spent cooking food at home, by household size, September 2011
                                                                                                                                                                                  • Attitudes and Behaviors toward SKAs

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Price, value, look and space-saving all concerns for many buyers
                                                                                                                                                                                        • Figure 59: SKAs attitudes—appearance, brand, value and design, by gender, September 2011
                                                                                                                                                                                      • Younger buyers seek cheaper, stylish SKAs and older ones seek durability
                                                                                                                                                                                        • Figure 60: Small Kitchen Appliances attitudes—appearance, brand, value and design, by age, September 2011
                                                                                                                                                                                      • Gift-givers value look/style, price-oriented buyers don’t seek cheapest
                                                                                                                                                                                        • Figure 61: SKAs general opinions by purchasing decisions for SKAs, September 2011
                                                                                                                                                                                    • Attitudes and Behaviors toward Cooking with Toasters, Microwaves, and Multifunction Products

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • High interest in energy-saving products
                                                                                                                                                                                          • Figure 62: Attitudes toward cooking with toasters, toaster ovens, microwaves and multifunction Products, by gender, September 2011
                                                                                                                                                                                        • More SKA consumers aged 18-34 use toaster ovens and combinations SKAs
                                                                                                                                                                                          • Figure 63: Attitudes toward Toasters, Toaster Ovens, Microwaves and Multifunction Products, by Age, September 2011
                                                                                                                                                                                      • Attitudes and Behaviors toward Coffee and Other Beverages

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • More younger consumers cut back on coffeehouse usage
                                                                                                                                                                                            • Figure 64: Attitudes and behaviors toward coffee and other beverages, by age, September 2011
                                                                                                                                                                                          • Products for carbonating water appeal to younger consumers
                                                                                                                                                                                            • Figure 65: Attitudes and behaviors toward coffee and other beverages, by age, September 2011
                                                                                                                                                                                        • Attitudes and Behaviors toward Cooking and Dieting

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Saving money, losing weight, and eating better are themes warranting focus
                                                                                                                                                                                              • Figure 66: Attitudes and behaviors toward cooking and dieting, by gender, September 2011
                                                                                                                                                                                            • More consumers aged 18-34 cook at home to save money
                                                                                                                                                                                              • Figure 67: Attitudes and behaviors toward cooking and dieting, by age, September 2011
                                                                                                                                                                                              • Figure 68: Attitudes and behaviors toward cooking and dieting, by household income, September 2011
                                                                                                                                                                                            • Attitudes of singles support lower SKA usage
                                                                                                                                                                                              • Figure 69: Attitudes and behaviors toward cooking and dieting, by household size, September 2011
                                                                                                                                                                                          • Race and Hispanic Origin

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Asians show high ownership of SKAs, Hispanics lower ownership
                                                                                                                                                                                                • Figure 70: Ownership and usage of food preparation/cooking SKAs by race/Hispanic origin, September 2011
                                                                                                                                                                                              • More Asians own and use juicers and kettles compared to total sample
                                                                                                                                                                                                • Figure 71: Ownership and usage of beverage preparation SKAs, by race/Hispanic origin, September 2011
                                                                                                                                                                                              • Asians are most likely to look online for information prior to purchase
                                                                                                                                                                                                • Figure 72: Research conducted before purchasing SKAs, by race/Hispanic origin, September 2011
                                                                                                                                                                                              • Asians and Hispanics visit more stores and seek high-value SKAs
                                                                                                                                                                                                • Figure 73: Research conducted before purchasing SKAs, by race/Hispanic origin, September 2011
                                                                                                                                                                                              • Asians undertake more cooking at home
                                                                                                                                                                                                • Figure 74: Average time spent cooking food at home, by race/Hispanic origin, September 2011
                                                                                                                                                                                              • Asians show high interest in safety, warranties, and retro design
                                                                                                                                                                                                • Figure 75: SKAs attitudes—appearance, brand, value and design, by race/hispanic origin, September 2011
                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Moms spend more time cooking
                                                                                                                                                                                                  • Figure 76: Average time spent cooking food at home, moms and women without kids, September 2011
                                                                                                                                                                                                • Saving time and money of prime interest to moms
                                                                                                                                                                                                    • Figure 77: Attitudes toward cooking, dieting, and appliances, by moms and women without kids, September 2011
                                                                                                                                                                                                  • Moms show high interest in price and look of appliances
                                                                                                                                                                                                    • Figure 78: Small Kitchen Appliances attitudes—appearance, brand, value and design, by moms and women without kids, September 2011
                                                                                                                                                                                                  • More moms use mixers, blenders, slow cookers, and rice cookers
                                                                                                                                                                                                      • Figure 79: Ownership and usage for food preparation/cooking SKAs, by women without kids and moms, September 2011
                                                                                                                                                                                                      • Figure 80: Ownership and usage for beverage making SKAs, moms and women without kids, September 2011
                                                                                                                                                                                                    • Moms concerned about microwaves and interested in toaster ovens
                                                                                                                                                                                                        • Figure 81: Attitudes and behaviors toward Toasters, Toaster Ovens, Microwaves and Multifunction Products, moms and women without kids, September 2011
                                                                                                                                                                                                      • Moms should be targeted with specialty drink makers
                                                                                                                                                                                                        • Figure 82: Attitudes toward coffee, moms and women without kids, September 2011
                                                                                                                                                                                                    • Appendix—Additional Useful Consumer Tables

                                                                                                                                                                                                        • Figure 83: Ownership and usage of SKAs for beverage making, by gender, September 2011
                                                                                                                                                                                                        • Figure 84: Ownership and usage of SKAs for beverage making, by age, September 2011
                                                                                                                                                                                                        • Figure 85: Small Kitchen Appliances currently owned but not using, by household income, September 2011
                                                                                                                                                                                                        • Figure 86: Intent to purchase SKAs for cooking/food preparation, by household income, September 2011
                                                                                                                                                                                                        • Figure 87: Intent to purchase SKAs for beverage making, by household income, September 2011
                                                                                                                                                                                                        • Figure 88: Reasons for purchase of small kitchen appliances, by household income, September 2011
                                                                                                                                                                                                        • Figure 89: Attitudes toward toasters, toaster ovens, microwaves and multifunction products, by household income, September 2011
                                                                                                                                                                                                        • Figure 90: Research before purchasing Small Kitchen Appliances, by household income, September 2011
                                                                                                                                                                                                        • Figure 91: Research before purchasing small kitchen appliances, by gender, September 2011
                                                                                                                                                                                                        • Figure 92: Average time spent cooking food at home, by household income, September 2011
                                                                                                                                                                                                        • Figure 93: Small kitchen appliances attitudes—appearance, brand, value and design, by household income, September 2011
                                                                                                                                                                                                        • Figure 94: Attitudes toward coffee, by gender, September 2011
                                                                                                                                                                                                        • Figure 95: Attitudes toward water and carbonated beverages, by gender, September 2011
                                                                                                                                                                                                        • Figure 96: Attitudes toward coffee, by household income, September 2011
                                                                                                                                                                                                        • Figure 97: Ownership and usage for small kitchen appliances, by race/ethnicity, September 2011
                                                                                                                                                                                                        • Figure 98: Purchase intent for SKAs, by household race/ethnicity, September 2011
                                                                                                                                                                                                        • Figure 99: Attitudes toward cooking, dieting, and appliances, by race/hispanic origin, September 2011
                                                                                                                                                                                                        • Figure 100: Attitudes and behaviors toward toasters, toaster ovens, microwaves and multifunction products, by race/Hispanic origin, September 2011
                                                                                                                                                                                                        • Figure 101: Attitudes and behaviors toward coffee and other beverages, by race/Hispanic origin, September 2011
                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • Bed Bath & Beyond Inc
                                                                                                                                                                                                      • Black & Decker
                                                                                                                                                                                                      • BSH Home Appliances Corporation [Bosch]
                                                                                                                                                                                                      • Conair Corporation
                                                                                                                                                                                                      • DeLonghi
                                                                                                                                                                                                      • Dunkin' Brands
                                                                                                                                                                                                      • George Foreman
                                                                                                                                                                                                      • Green Mountain Coffee Roasters, Inc.
                                                                                                                                                                                                      • Harbinger Capital Partners
                                                                                                                                                                                                      • J C Penney Company, Inc
                                                                                                                                                                                                      • Jarden Corporation
                                                                                                                                                                                                      • Kmart Corporation
                                                                                                                                                                                                      • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                      • NACCO Industries, Inc.
                                                                                                                                                                                                      • Nestlé S.A.
                                                                                                                                                                                                      • Russell Hobbs
                                                                                                                                                                                                      • Salton, Inc.
                                                                                                                                                                                                      • Sunbeam Products, Inc.
                                                                                                                                                                                                      • Whirlpool Corporation

                                                                                                                                                                                                      Small Kitchen Appliances - US - December 2011

                                                                                                                                                                                                      £3,199.84 (Excl.Tax)