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Small Kitchen Appliances - US - December 2013

“To succeed in the marketplace, small kitchen appliances must do more than just save time and effort in the kitchen. Opportunities exist for appliance brands to create new experiences and align with consumer lifestyles. Small kitchen appliances can play an integral role in facilitating culinary exploration, enhancing cooking skill, and making healthy diets tastier.”

– John Owen, Senior Household Analyst

This report looks at the following areas:

  • Convenience drives appliance sales, but only so far
  • The Next Generation – Millennials and small kitchen appliances
  • Balancing health and indulgence

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Overview
                      • The market
                        • Solid gains on consumer trends and star products
                          • Figure 1: Total U.S. sales and fan chart forecast of small kitchen appliances, at current prices, 2008-18
                        • All three segments gain, beverage makers lead the pack
                          • Figure 2: Sales of small kitchen appliances, by segment, 2011 and 2013
                        • The consumer
                          • Slow cookers and toasters most widely owned cooking appliances
                            • Figure 3: Acquisition and ownership of cooking appliances, September 2013
                          • Ownership of blenders and mini food processors on the rise
                            • Figure 4: Acquisition and ownership of food preparation appliances, September 2013
                          • Single-serve pod systems evolving into default coffeemaker choice
                            • Figure 5: Acquisition and ownership of beverage preparation appliances, September 2013
                          • Replacement top reason for purchase, but lifestyle factors come into play as well
                            • Figure 6: Reasons for purchase of small kitchen appliances, September 2013
                          • Practical factors are common denominators in purchase decisions
                            • Figure 7: Most important attributes of small kitchen appliances, September 2013
                          • Older adults likely to cook for one or two, see small kitchen appliances as tools for healthy eating
                            • Younger adults, interested in exploring, source ideas from restaurants, Pinterest
                              • Figure 8: Cooking and meal prep behaviors, by gender and age, September 2013
                            • Older adults look to simplify meal prep, but are less open to new small kitchen appliances
                              • Younger adults inclined to experiment, appreciate social aspects of cooking
                                • Figure 9: Attitudes toward cooking and meal prep, any agree, by gender and age, September 2013
                              • What we think
                              • Issues and Insights

                                  • Convenience drives appliance sales, but only so far
                                    • The issues
                                      • The implications
                                        • The Next Generation – Millennials and small kitchen appliances
                                          • The issues
                                            • The implications
                                              • Balancing health and indulgence
                                                • The issues
                                                  • The implications
                                                  • Trend Applications

                                                      • Trend: Life Hacking
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Solid gains on consumer trends and star products
                                                            • Sales and forecast of small kitchen appliances
                                                              • Figure 10: Total U.S. sales and forecast of small kitchen appliances, at current prices, 2008-18
                                                              • Figure 11: Total U.S. sales and forecast of small kitchen appliances, at inflation-adjusted prices, 2008-18
                                                            • Fan chart forecast
                                                                • Figure 12: Total U.S. sales and fan chart forecast of small kitchen appliances, at current prices, 2008-18
                                                            • Market Drivers

                                                              • Household income stabilizes but remains weak
                                                                • Figure 13: Median household income, in inflation-adjusted dollars, 2002-12
                                                              • Consumer confidence makes unsteady gains
                                                                • Figure 14: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2008-13
                                                              • Renovation market rebounding
                                                                • Figure 15: BuildFax Remodeling Index, 2008-13
                                                              • Time spent on home meal prep increasing
                                                                • Figure 16: Time spent on food preparation and cleanup, by gender, 2007-11
                                                            • Competitive Context

                                                              • More money spent on food at home as restaurant performance wavers
                                                                • Figure 17: Percentage of total food expenditures on food at home and food away from home, 2007-11
                                                              • Cookware makes gains but lags small kitchen appliances
                                                                • Figure 18: Total U.S. retail sales of cookware, at current prices, 2008-18
                                                            • Segment Performance

                                                              • Key points
                                                                • All three segments gain, beverage makers lead the pack
                                                                  • Figure 19: Sales of small kitchen appliances, by segment, 2011 and 2013
                                                                • All three segments poised for continued growth
                                                                  • Figure 20: Sales and forecast of small kitchen appliances, by segment, 2008-2018
                                                                • Cooking appliance sales grow on convenience and a taste of indulgence
                                                                  • Figure 21: Sales of cooking appliances, by product type, 2011 and 2013
                                                                • Blenders and choppers push food prep appliance sales higher
                                                                  • Figure 22: Sales of food preparation appliances, by product type, 2011 and 2013
                                                                • Single-serve coffee makers drive growth in beverage segment
                                                                  • Smaller beverage sub-segments gain as well
                                                                    • Figure 23: Sales of beverage-making appliances, by product type, 2011 and 2013
                                                                • Retail Channels

                                                                  • Key points
                                                                    • Discount stores
                                                                      • Specialty stores
                                                                        • Department stores
                                                                          • Warehouse clubs
                                                                            • Others
                                                                              • Figure 24: Sales of small kitchen appliances, by retail channel, 2010 and 2012
                                                                          • Leading Companies

                                                                            • Leading small appliance companies post gains in 2012
                                                                              • Figure 25: Sales of leading small kitchen appliance companies, 2011-12
                                                                            • Jarden
                                                                              • NACCO/Hamilton Beach
                                                                                • National Presto
                                                                                • Innovations and Innovators

                                                                                  • Personalization
                                                                                    • Keurig continues to exploit interest in personalization, expands into soup
                                                                                      • SodaStream simplifies with caps
                                                                                        • Health
                                                                                          • StoreBound launches Greek yogurt maker
                                                                                            • Professional results at home
                                                                                              • High-powered blending
                                                                                                • Premium and customizability
                                                                                                  • Specialization
                                                                                                    • Theo & Co claims perfect pizza
                                                                                                      • Hamilton Beach does breakfast sandwiches
                                                                                                        • Multi-functionality
                                                                                                          • Do-it-all food mixer/processor/cookers come to US
                                                                                                            • Timed multi-cooker coordinates different parts of a meal
                                                                                                              • Entertaining
                                                                                                                • New slow cooker systems offer entertaining flexibility
                                                                                                                • Marketing Strategies

                                                                                                                  • KitchenAid targets the cooking enthusiast
                                                                                                                    • Figure 26: KitchenAid, “So Much More” 2013
                                                                                                                  • Keurig “Changing the Way” event delivers innovation
                                                                                                                    • Figure 27: Keurig, “Changing the Way,” 2013
                                                                                                                  • Cuisinart puts spotlight on products and innovations
                                                                                                                    • Figure 28: Cuisinart Combo Convection Steam Oven, 2013
                                                                                                                • Social Media

                                                                                                                  • Key points
                                                                                                                    • Social media metrics
                                                                                                                      • Figure 29: Key social media metrics, November 2013
                                                                                                                    • Market overview
                                                                                                                      • Brand usage and awareness
                                                                                                                        • Figure 30: Brand usage and awareness for selected small kitchen appliance brands, Sept. 2013
                                                                                                                      • Interactions with small kitchen appliance brands
                                                                                                                        • Figure 31: Interactions with selected small kitchen appliance brands, Sept. 2013
                                                                                                                      • Online conversations
                                                                                                                        • Figure 32: Online conversations around selected small kitchen appliances, by day, April 28- Oct.27, 2013
                                                                                                                      • Where are people talking about small kitchen appliances?
                                                                                                                        • Figure 33: Online conversations around selected small kitchen appliances, by page type, April 28-Oct. 27, 2013
                                                                                                                      • What are people talking about?
                                                                                                                        • Figure 34: Select topics of discussion, April 28-Oct. 27, 2013
                                                                                                                        • Figure 35: Select topics of discussion, by page type, April 28-Oct. 27, 2013
                                                                                                                      • Analysis by brand
                                                                                                                        • Keurig
                                                                                                                          • Figure 36: Social media metrics—Keurig, November 2013
                                                                                                                        • KitchenAid
                                                                                                                          • Figure 37: Social media metrics—KitchenAid, November 2013
                                                                                                                        • Vitamix
                                                                                                                          • Figure 38: Social media metrics—Vitamix, November 2013
                                                                                                                        • Hamilton Beach
                                                                                                                          • Figure 39: Social media metrics—Hamilton Beach, November 2013
                                                                                                                        • Ninja
                                                                                                                          • Figure 40: Social media metrics—November 2013
                                                                                                                        • Oster
                                                                                                                        • Acquisition and Ownership of Cooking Appliances

                                                                                                                          • Key points
                                                                                                                            • Slow cookers and toasters most widely owned cooking appliances
                                                                                                                              • Figure 41: Acquisition and ownership of cooking appliances, September 2013
                                                                                                                            • Young adults a key target for cooking appliances
                                                                                                                              • Figure 42: Past two year acquisition of cooking appliances, by gender and age, September 2013
                                                                                                                            • More people in the household means more cooking appliances
                                                                                                                              • Figure 43: Past two year acquisition of cooking appliances, by household size, September 2013
                                                                                                                            • Combination Cooks likely to have purchased cooking appliances recently
                                                                                                                              • Figure 44: Past two year acquisition of cooking appliances, by scratch and convenience cooking, September 2013
                                                                                                                          • Acquisition and Ownership of Food Prep Appliances

                                                                                                                            • Key points
                                                                                                                              • Ownership of blenders and mini food processors on the rise
                                                                                                                                • Figure 45: Acquisition and ownership of food preparation appliances, September 2013
                                                                                                                              • Young adults more likely to have acquired food prep appliances recently
                                                                                                                                • Figure 46: Past two year acquisition of food preparation appliances, by gender and age, September 2013
                                                                                                                              • Convenience Cooks least likely to have acquired food prep appliances recently
                                                                                                                                • Figure 47: Past two year acquisition of food preparation appliances, by scratch and convenience cooking, September 2013
                                                                                                                            • Acquisition and Ownership of Beverage Prep Appliances

                                                                                                                              • Key points
                                                                                                                                • Single-serve pod systems evolving into default coffeemaker choice
                                                                                                                                  • Figure 48: Acquisition and ownership of beverage preparation appliances, September 2013
                                                                                                                                • Young adults likely to have purchased beverage prep appliances recently
                                                                                                                                  • Figure 49: Past two year acquisition of beverage preparation appliances, by gender and age, September 2013
                                                                                                                                • Beverage variety plays well in larger households
                                                                                                                                  • Figure 50: Past two year acquisition of beverage preparation appliances, by household size, September 2013
                                                                                                                              • Reasons for Purchase of Small Kitchen Appliances

                                                                                                                                • Key points
                                                                                                                                  • Replacement edges out other reasons for purchasing small kitchen appliances
                                                                                                                                    • Young adults more likely to be motivated by range of lifestyle reasons
                                                                                                                                      • Figure 51: Reasons for purchase of small kitchen appliances, by gender and age, September 2013
                                                                                                                                    • More people in household means more reasons for purchasing small kitchen appliances
                                                                                                                                      • Figure 52: Reasons for purchase of small kitchen appliances, by household size, September 2013
                                                                                                                                    • Combination Cooks cite wider array of reasons for small kitchen appliance purchases
                                                                                                                                      • Figure 53: Reasons for purchase of small kitchen appliances, by scratch and convenience cooking, September 2013
                                                                                                                                  • Most Important Attributes of Small Kitchen Appliances

                                                                                                                                    • Key points
                                                                                                                                      • Practical factors most likely to be top-of-mind in purchase decisions
                                                                                                                                        • Older adults are especially attuned to ease of use and cleaning
                                                                                                                                          • Figure 54: Most important attributes of small kitchen appliances, by gender and age, September 2013
                                                                                                                                      • Cooking and Meal Prep Behaviors

                                                                                                                                        • Key points
                                                                                                                                          • Older adults likely to cook from one or two, see small kitchen appliances as tools for healthy eating
                                                                                                                                            • Younger adults source ideas from restaurants, Pinterest
                                                                                                                                              • Figure 55: Cooking and meal prep behaviors, by gender and age, September 2013
                                                                                                                                            • Combination Cooks emphasize flexibility, experimentation
                                                                                                                                              • Figure 56: Cooking and meal prep behaviors, by scratch and convenience cooking, September 2013
                                                                                                                                          • Attitudes toward Cooking and Meal Prep

                                                                                                                                            • Key points
                                                                                                                                              • Older adults look to simplify meal prep, but are less open to new small kitchen appliances
                                                                                                                                                • Younger adults inclined to experiment, appreciate social aspects of cooking
                                                                                                                                                  • Figure 57: Attitudes toward cooking and meal prep, any agree, by gender and age, September 2013
                                                                                                                                                • Health a key motivation for Scratch Cooks
                                                                                                                                                  • Figure 58: Attitudes toward cooking and meal prep, any agree, by scratch and convenience cooking, September 2013
                                                                                                                                              • Race and Hispanic Origin

                                                                                                                                                • Black, Asian, Hispanic adults more likely to purchase cooking appliances
                                                                                                                                                  • Figure 59: Past two year acquisition of cooking appliances, by race/Hispanic origin, September 2013
                                                                                                                                                • Hispanics a key market for food prep appliances
                                                                                                                                                  • Figure 60: Past two year acquisition of food preparation appliances, by race/Hispanic origin, September 2013
                                                                                                                                                • Asians cite a wide variety of reasons for purchasing kitchen appliances
                                                                                                                                                  • Figure 61: Reasons for purchase of small kitchen appliances, by race/Hispanic origin, September 2013
                                                                                                                                                • Asians, Hispanics especially interested in international/ethnic foods
                                                                                                                                                  • Figure 62: Attitudes toward cooking and meal prep, any agree, by race/Hispanic origin, September 2013
                                                                                                                                              • Cluster Analysis

                                                                                                                                                  • Figure 63: Target clusters, September 2013
                                                                                                                                                • Food Moderates
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Time Savers
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Cooking Enthusiasts
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • Make-It-Easies
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Cluster characteristic tables
                                                                                                                                                                                  • Figure 64: Ownership of cooking appliances, by target clusters, September 2013
                                                                                                                                                                                  • Figure 65: Past two year acquisition of cooking appliances, by target clusters, September 2013
                                                                                                                                                                                  • Figure 66: Ownership of food preparation appliances, by target clusters, September 2013
                                                                                                                                                                                  • Figure 67: Past two year acquisition of food preparation appliances, by target clusters, September 2013
                                                                                                                                                                                  • Figure 68: Ownership of beverage preparation appliances, by target clusters, September 2013
                                                                                                                                                                                  • Figure 69: Past two year acquisition of beverage preparation appliances, by target clusters, September 2013
                                                                                                                                                                                  • Figure 70: Reasons for purchase of small kitchen appliances, by target clusters, September 2013
                                                                                                                                                                                  • Figure 71: Most important attributes of small kitchen appliances, by target clusters, September 2013
                                                                                                                                                                                  • Figure 72: Cooking style and frequency, by target clusters, September 2013
                                                                                                                                                                                  • Figure 73: Cooking and meal prep behaviors, by target clusters, September 2013
                                                                                                                                                                                  • Figure 74: Attitudes toward cooking and meal prep, any agree, by target clusters, September 2013
                                                                                                                                                                                  • Figure 75: Attitudes toward cooking and meal prep, strongly agree, by target clusters, September 2013
                                                                                                                                                                                • Cluster demographic tables
                                                                                                                                                                                  • Figure 76: Target clusters, by demographic, September 2013
                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                  • Ownership of cooking appliances
                                                                                                                                                                                    • Figure 77: Ownership of cooking appliances, by gender and age, September 2013
                                                                                                                                                                                    • Figure 78: Ownership of cooking appliances, by household income, September 2013
                                                                                                                                                                                    • Figure 79: Ownership of cooking appliances, by household size, September 2013
                                                                                                                                                                                    • Figure 80: Ownership of cooking appliances, by race/Hispanic origin, September 2013
                                                                                                                                                                                    • Figure 81: Ownership of cooking appliances, by scratch and convenience cooking, September 2013
                                                                                                                                                                                  • Past-two-year acquisition of cooking appliances
                                                                                                                                                                                    • Figure 82: Past-two-year acquisition of cooking appliances, by household income, September 2013
                                                                                                                                                                                  • Ownership of food preparation appliances
                                                                                                                                                                                    • Figure 83: Ownership of food preparation appliances, by gender and age, September 2013
                                                                                                                                                                                    • Figure 84: Ownership of food preparation appliances, by household income, September 2013
                                                                                                                                                                                    • Figure 85: Ownership of food preparation appliances, by household size, September 2013
                                                                                                                                                                                    • Figure 86: Ownership of food preparation appliances, by race/Hispanic origin, September 2013
                                                                                                                                                                                    • Figure 87: Ownership of food preparation appliances, by scratch and convenience cooking, September 2013
                                                                                                                                                                                  • Past two year acquisition of food preparation appliances
                                                                                                                                                                                    • Figure 88: Past two year acquisition of food preparation appliances, by household income, September 2013
                                                                                                                                                                                    • Figure 89: Past two year acquisition of food preparation appliances, by household size, September 2013
                                                                                                                                                                                  • Ownership of beverage preparation appliances
                                                                                                                                                                                    • Figure 90: Ownership of beverage preparation appliances, by gender and age, September 2013
                                                                                                                                                                                    • Figure 91: Ownership of beverage preparation appliances, by household income, September 2013
                                                                                                                                                                                    • Figure 92: Ownership of beverage preparation appliances, by household size, September 2013
                                                                                                                                                                                    • Figure 93: Ownership of beverage preparation appliances, by race/Hispanic origin, September 2013
                                                                                                                                                                                    • Figure 94: Ownership of beverage preparation appliances, by scratch and convenience cooking, September 2013
                                                                                                                                                                                  • Past two year acquisition of beverage preparation appliances
                                                                                                                                                                                    • Figure 95: Past two year acquisition of beverage preparation appliances, by household income, September 2013
                                                                                                                                                                                    • Figure 96: Past two year acquisition of beverage preparation appliances, by race/Hispanic origin, September 2013
                                                                                                                                                                                    • Figure 97: Past two year acquisition of beverage preparation appliances, by scratch and convenience cooking, September 2013
                                                                                                                                                                                  • Cooking style and frequency
                                                                                                                                                                                    • Figure 98: Cooking style and frequency, by gender and age, September 2013
                                                                                                                                                                                    • Figure 99: Cooking style and frequency, by household income, September 2013
                                                                                                                                                                                    • Figure 100: Cooking style and frequency, by household size, September 2013
                                                                                                                                                                                    • Figure 101: Cooking style and frequency, by scratch and convenience cooking, September 2013
                                                                                                                                                                                    • Figure 102: Cooking style and frequency, by race/Hispanic origin, September 2013
                                                                                                                                                                                  • Demographics of cooking style and frequency groups
                                                                                                                                                                                    • Figure 103: Demographics of cooking style and frequency groups, September 2013
                                                                                                                                                                                  • Reasons for purchase of small kitchen appliances
                                                                                                                                                                                    • Figure 104: Reasons for purchase of small kitchen appliances, by household income, September 2013
                                                                                                                                                                                  • Most important attributes of small kitchen appliances
                                                                                                                                                                                    • Figure 105: Most important attributes of small kitchen appliances, by household income, September 2013
                                                                                                                                                                                    • Figure 106: Most important attributes of small kitchen appliances, by household size, September 2013
                                                                                                                                                                                    • Figure 107: Most important attributes of small kitchen appliances, by scratch and convenience cooking, September 2013
                                                                                                                                                                                  • Cooking and meal prep behaviors
                                                                                                                                                                                    • Figure 108: Cooking and meal prep behaviors, by household income, September 2013
                                                                                                                                                                                    • Figure 109: Cooking and meal prep behaviors, by household size, September 2013
                                                                                                                                                                                    • Figure 110: Cooking and meal prep behaviors, by race/Hispanic origin, September 2013
                                                                                                                                                                                  • Attitudes toward cooking and meal prep
                                                                                                                                                                                    • Figure 111: Attitudes toward cooking and meal prep, September 2013
                                                                                                                                                                                    • Figure 112: Attitudes toward cooking and meal prep, any agree, by household income, September 2013
                                                                                                                                                                                    • Figure 113: Attitudes toward cooking and meal prep, any agree, by household size, September 2013
                                                                                                                                                                                • Appendix – Social Media

                                                                                                                                                                                  • Brand usage or awareness
                                                                                                                                                                                    • Figure 114: Brand usage or awareness, September 2013
                                                                                                                                                                                    • Figure 115: Kitchenaid usage or awareness, by demographics, September 2013
                                                                                                                                                                                    • Figure 116: Vitamix usage or awareness, by demographics, September 2013
                                                                                                                                                                                    • Figure 117: Hamilton Beach usage or awareness, by demographics, September 2013
                                                                                                                                                                                    • Figure 118: Ninja usage or awareness, by demographics, September 2013
                                                                                                                                                                                    • Figure 119: Keurig usage or awareness, by demographics, September 2013
                                                                                                                                                                                    • Figure 120: Oster usage or awareness, by demographics, September 2013
                                                                                                                                                                                  • Activities done
                                                                                                                                                                                    • Figure 121: Activities done, September 2013
                                                                                                                                                                                    • Figure 122: Kitchenaid – Activities done, by demographics, September 2013
                                                                                                                                                                                    • Figure 123: Hamilton Beach – Activities done, by demographics, September 2013
                                                                                                                                                                                    • Figure 124: Ninja – Activities done, by demographics, September 2013
                                                                                                                                                                                    • Figure 125: Keurig – Activities done, by demographics, September 2013
                                                                                                                                                                                    • Figure 126: Oster – Activities done, by demographics, September 2013
                                                                                                                                                                                  • Online conversations
                                                                                                                                                                                    • Figure 127: Online conversations around selected small kitchen appliances, by day, April 28-Oct. 27, 2013
                                                                                                                                                                                    • Figure 128: Online conversations around selected small kitchen appliances, by page type, April 28-Oct. 27, 2013
                                                                                                                                                                                    • Figure 129: Select topics of discussion, April 28-Oct. 27, 2013
                                                                                                                                                                                    • Figure 130: Select topics of discussion, by page type, April 28-Oct. 27, 2013
                                                                                                                                                                                • Appendix – Trade Associations

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Bed Bath & Beyond Inc
                                                                                                                                                                                  • Kmart Corporation
                                                                                                                                                                                  • Sunbeam Products, Inc.

                                                                                                                                                                                  Small Kitchen Appliances - US - December 2013

                                                                                                                                                                                  £3,277.28 (Excl.Tax)