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Small Kitchen Appliances - US - December 2014

“Small kitchen appliances must, first and foremost, make food and beverage preparation faster and easier. However, once this core task is met, a host of other motivations and qualities may drive and shape SKA purchasing. How, where, and why different consumers ultimately select a given SKA is also shaped by cultural, generational, and lifestyle factors.”
– John Owen, Senior Household Analyst

This report answers the following key questions:

  • For 25-34-year-olds, what drives purchase and what features are valued?
  • How can SKA retailers maximize their appeal to aging Boomers? 
  • How is online researching and retailing changing the SKA market?
  • How can suppliers and retailers best appeal to young Hispanics?

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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

                      • Market estimated to reach $5.8 billion in 2014
                        • Figure 1: Total US sales and fan chart forecast of small kitchen appliances market, at current prices, 2009-19
                      • The market
                        • Beverage-making appliances comprise fastest growing segment
                          • Figure 2: Sales of small kitchen appliances, segmented by type, 2014
                        • The consumer
                          • Ownership and recent acquisition of the most popular SKAs
                            • Figure 3: Ownership and purchase within past two years of select small kitchen appliances, September 2014
                          • 25-34 year olds and parents likely to be actively acquiring new SKAs
                            • Figure 4: Ownership – Small kitchen appliances purchased in past two years, by age, September 2014
                            • Figure 5: Ownership – Small kitchen appliances purchased in past two years, by children in HH, September 2014
                          • Replacement tops reasons to buy, though other motivations are diverse
                            • Figure 6: Reasons for purchasing small kitchen appliances, September 2014
                          • Young buyers look online for SKA info, embrace omni-channel shopping
                            • Figure 7: Product research and purchase decisions, September 2014
                          • Practical considerations heavily weighed when buying SKAs
                            • Figure 8: Importance of product features – Very important, September 2014
                          • Hispanics purchase more SKAs, motivated by family-oriented issues
                            • Figure 9: Ownership – Small kitchen appliances purchased in past two years, by race/Hispanic origin, September 2014
                          • What we think
                          • Issues and Insights

                              • For 25-34-year-olds, what drives purchase and what features are valued?
                                • The issues
                                  • The implications
                                    • How can SKA retailers maximize their appeal to aging Boomers?
                                      • The issues
                                        • The implications
                                          • How is online researching and retailing changing the SKA market?
                                            • The issues
                                              • The implications
                                                • How can suppliers and retailers best appeal to young Hispanics?
                                                  • The issues
                                                    • The implications
                                                    • Trend Applications

                                                        • Trend: Suite Life
                                                          • Trend: Slow it All Down
                                                            • Trend: Nouveau Poor
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • At-home cooking and standout product lines underpin market growth
                                                                  • Figure 10: Total US sales and forecast of small kitchen appliances market, at current prices, 2009-19
                                                                  • Figure 11: Total US sales and forecast of small kitchen appliances market, at inflation-adjusted prices, 2009-19
                                                                • Replacement and demographic growth underpin ongoing sales
                                                                  • Figure 12: Total US sales and fan chart forecast of small kitchen appliances market, at current prices, 2009-19
                                                                • Forecast methodology
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Slow recovery creates a mixed picture for SKA market
                                                                      • Figure 13: Real gross domestic product and related measures: percent change from previous period, 2007-14
                                                                      • Figure 14: Remodeling Market Index, 2001-14
                                                                      • Figure 15: Consumer confidence, 2007-14
                                                                      • Figure 16: Average time spent daily on food preparation and cleanup, by gender, 2007-13
                                                                    • Millennials and Boomers will shape SKA market through 2019
                                                                      • Figure 17: Ownership – Small kitchen appliances purchased in past two years, by generations, September 2014
                                                                      • Figure 18: Population, by generations, 2009-19
                                                                    • Hispanic population comprises key demographic for future market
                                                                      • Figure 19: Population by race and Hispanic origin, 2009-19
                                                                      • Figure 20: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
                                                                    • Healthy living propels demand for some SKAs
                                                                      • Figure 21: Prevalence of obesity among adults aged 20 and over, 2011-12
                                                                    • Expanding pod coffee offerings fuel single-serve coffeemaker growth
                                                                      • Figure 22: Total US retail sales of coffee, by segment, at current prices, 2012 and 2014
                                                                    • Smart homes and connectivity could drive demand for smart SKAs
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • More eating at restaurants may limit demand for SKAs
                                                                          • Figure 23: Restaurant Performance Index (RPI), 2009-19
                                                                        • Cookware, with fewer innovation opportunities, trails SKAs
                                                                          • Figure 24: Total US sales and forecast of cookware market, at current prices, 2009-19
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Beverage-making appliances post the strongest 2012-14 sales
                                                                            • Sales of small kitchen appliances, by segment
                                                                              • Figure 25: Sales of small kitchen appliances, segmented by type, 2012 and 2014
                                                                          • Segment Performance – Small Cooking Appliances

                                                                            • Key points
                                                                              • Core items such as slow cookers and toaster ovens underpin growth
                                                                                • Sales and forecast of small cooking appliances
                                                                                  • Figure 26: Total US sales and forecast of small cooking appliances, at current prices, 2009-19
                                                                                • Sales of specific small cooking appliances, 2012 and 2014
                                                                                  • Figure 27: Sales of small cooking appliances, by specific product, 2012 and 2014
                                                                              • Segment Performance – Beverage-Making Appliances

                                                                                • Key points
                                                                                  • Demand for single-serve coffeemakers slows in 2013 and 2014
                                                                                    • Sales and forecast of beverage-making appliances
                                                                                      • Figure 28: Total US sales and forecast of beverage-making appliances, at current prices, 2009-19
                                                                                    • Sales of specific beverage-making appliances, 2012 and 2014
                                                                                      • Figure 29: Sales of beverage-making appliances, by specific product, 2012 and 2014
                                                                                  • Segment Performance – Food Preparation Appliances

                                                                                    • Key points
                                                                                      • Blenders and choppers drive growth in the segment
                                                                                        • Sales and forecast of food preparation appliances
                                                                                          • Figure 30: Total US sales and forecast of Food Preparation appliances, at current prices, 2009-19
                                                                                        • Sales of specific food preparation appliances, 2012 and 2014
                                                                                          • Figure 31: Sales of food preparation appliances, by specific product, 2012 and 2014
                                                                                      • Retail Channels

                                                                                        • Key points
                                                                                          • Discount stores remain the dominant retail channel for SKAs
                                                                                            • Specialty stores post market gains from 2011-13
                                                                                              • Department stores and warehouse clubs lose market share
                                                                                                • Other retailers, dominated by fast-growing online sellers, gains ground
                                                                                                  • Sales of small kitchen appliances, by channel
                                                                                                    • Figure 32: Sales of small kitchen appliances, by retail channel, 2011 and 2013
                                                                                                • Leading Companies

                                                                                                  • Key points
                                                                                                    • Largest suppliers post sales growth from 2012-13
                                                                                                      • Manufacturer sales of small kitchen appliances
                                                                                                        • Figure 33: Manufacturer sales of small kitchen appliances, 2012 and 2013
                                                                                                      • Jarden
                                                                                                        • NACCO/Hamilton Beach
                                                                                                          • National Presto
                                                                                                            • Other SKA makers include appliance giants and exclusive, niche suppliers
                                                                                                            • Innovations and Innovators

                                                                                                              • Smart appliances offer connectivity and remote control
                                                                                                                • Versatile coffeemakers and offer greater flexibility
                                                                                                                  • Keurig 2.0 System serves both single-cups and a four-cup carafe
                                                                                                                    • Hamilton Beach FlexBrew enables users to choose grounds or K-Cups
                                                                                                                      • Single-serve coffeemakers integrate grinders or pair with blenders
                                                                                                                        • Other suppliers roll out a gamut of new, updated coffeemaker models
                                                                                                                          • Premium drink making systems offer variety, convenience, ease
                                                                                                                            • Cuisinart and Bevyz partner to market Premium Multi-Drink System
                                                                                                                              • Keurig Cold positioned for launch in 2015
                                                                                                                                • Margaritaville Bali Frozen Concoction Maker shaves, blends, and serves
                                                                                                                                  • Other new products in beverage makers, juicers, and blenders
                                                                                                                                    • Compact and multifunctional appliances
                                                                                                                                      • Specialized cooking SKAs offering fun, inventive fare
                                                                                                                                        • Innovations in design and color
                                                                                                                                        • Marketing Strategies

                                                                                                                                            • Theme: Quick, easy, tasty fare for busy families
                                                                                                                                              • Figure 34: Hamilton Beach, Breakfast Sandwich Maker, 2014
                                                                                                                                            • Theme: Creating “dinner party glory” as part of a vibrant, social lifestyle
                                                                                                                                              • Figure 35: Vitamix, Easy Dinner Party, 2014
                                                                                                                                            • Theme: Versatility and choice with flexible appliances
                                                                                                                                              • Figure 36: Hamilton Beach, FlexBrew Coffeemaker, 2014
                                                                                                                                            • Theme: Coffeehouse drinks at a fraction of the cost
                                                                                                                                              • Figure 37: Mr. Coffee, Café Latte, 2014
                                                                                                                                          • Social Media

                                                                                                                                              • Key points
                                                                                                                                                • Market overview
                                                                                                                                                  • Key social media metrics
                                                                                                                                                    • Figure 38: Key social media metrics, November 2014
                                                                                                                                                  • Brand usage and awareness
                                                                                                                                                    • Figure 39: Brand usage and awareness for select small kitchen appliance brands, September 2014
                                                                                                                                                  • Interactions with small kitchen appliance brands
                                                                                                                                                    • Figure 40: Levels of interaction for select small kitchen appliance brands, September 2014
                                                                                                                                                  • Leading online campaigns
                                                                                                                                                    • Sponsored blog posts and giveaways
                                                                                                                                                      • Product launches
                                                                                                                                                        • What we think
                                                                                                                                                          • Online conversations
                                                                                                                                                            • Figure 41: Online mentions for select small kitchen appliance brands, by week, Nov. 3, 2013-Nov. 2, 2014
                                                                                                                                                          • Where are people talking about small kitchen appliances?
                                                                                                                                                            • Figure 42: Online mentions for select small kitchen appliance brands, by page type, Nov. 3, 2013-Nov. 2, 2014
                                                                                                                                                          • Who buys small kitchen appliances?
                                                                                                                                                            • Figure 43: Percentage of mentions for acquiring small kitchen appliances, by gender, Nov. 3, 2013-Nov. 2, 2014
                                                                                                                                                        • Ownership and Acquisition of Cooking SKAs

                                                                                                                                                          • Key points
                                                                                                                                                            • Toasters are most widely owned, followed by slow cookers and grills
                                                                                                                                                              • Figure 44: Ownership and acquisition of cooking SKAs 2014
                                                                                                                                                            • Those aged 25-34 most likely to be actively acquiring new SKAs
                                                                                                                                                              • Figure 45: Ownership of cooking SKAs purchased in past two years, by age, September 2014
                                                                                                                                                            • Household income drives acquisition of new SKAs
                                                                                                                                                              • Figure 46: Ownership of cooking SKAs purchased in past two years, by household income, September 2014
                                                                                                                                                            • Larger households buy and use more cooking SKAs
                                                                                                                                                              • Figure 47: Ownership of cooking SKAs purchased in past two years, by household size, September 2014
                                                                                                                                                            • Parents comprise important demographic for cooking SKAs
                                                                                                                                                              • Figure 48: Ownership of cooking SKAs purchased in past two years, by presence of children in household, September 2014
                                                                                                                                                          • Ownership and Acquisition of Food Preparation SKAs

                                                                                                                                                            • Key points
                                                                                                                                                              • Food prep SKAs are widely owned, with hand mixers the most popular item
                                                                                                                                                                • Figure 49: Ownership and acquisition of food preparation SKAs, September 2014
                                                                                                                                                              • Those aged 25-34 most likely to have acquired food prep SKAs recently
                                                                                                                                                                • Figure 50: Ownership of food preparation SKAs purchased in past two years, by age, September 2014
                                                                                                                                                              • Upper income HHs key buyers of full-size food processors, stand mixers
                                                                                                                                                                • Figure 51: Ownership of food preparation SKAs purchased in past two years, by household income, September 2014
                                                                                                                                                              • Household size drives demand for food prep SKAs
                                                                                                                                                                • Figure 52: Ownership of food preparation SKAs purchased in past two years, by household size, September 2014
                                                                                                                                                            • Ownership and Acquisition of Beverage-Making SKAs

                                                                                                                                                              • Key points
                                                                                                                                                                • Pod coffeemakers attract buyers and build share
                                                                                                                                                                  • Figure 53: Ownership and acquisition of beverage-making SKAs, September 2014
                                                                                                                                                                • Those aged 25-34 actively acquiring wide range of beverage-prep SKAs
                                                                                                                                                                  • Figure 54: Ownership of beverage-making SKAs purchased in past two years, by age, September 2014
                                                                                                                                                                • Affluent buyers value pod coffeemakers
                                                                                                                                                                  • Figure 55: Ownership of beverage-making SKAs purchased in past two years, by household income, September 2014
                                                                                                                                                                • Larger households actively acquiring more beverage-making SKAs
                                                                                                                                                                  • Figure 56: Ownership of beverage-making SKAs purchased in past two years, by household size, September 2014
                                                                                                                                                              • Purchase Locations

                                                                                                                                                                • Key points
                                                                                                                                                                  • Diverse retail landscape helmed by Walmart, with online retail growing
                                                                                                                                                                    • Avid shoppers aged 25-34 may value omni-channel shopping
                                                                                                                                                                      • Figure 57: Purchase locations, by age, September 2014
                                                                                                                                                                    • HH income shapes the range and choice of retailers used to buy SKAs
                                                                                                                                                                      • Figure 58: Purchase locations, by household income, September 2014
                                                                                                                                                                    • Shoppers from larger HHs turn to wide range of retailers for SKAs
                                                                                                                                                                      • Figure 59: Purchase locations, by household size, September 2014
                                                                                                                                                                  • Reasons for Purchase

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Replacement is most widely cited reason for purchase
                                                                                                                                                                        • Interest in new foods, saving time, better features among other top reasons
                                                                                                                                                                          • Those aged 25-34 are most likely to be first-time buyers with diverse motives
                                                                                                                                                                            • Figure 60: Reasons for purchasing small kitchen appliances, by age, September 2014
                                                                                                                                                                          • Family gatherings and connecting with kids drive purchases for larger HHs
                                                                                                                                                                            • Figure 61: Reasons for purchasing small kitchen appliances, by household size, September 2014
                                                                                                                                                                        • Product Research and Purchase Decisions

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Sales motivate purchases, internet vital for comparing prices and products
                                                                                                                                                                              • Figure 62: Product research and purchase decisions, by gender, September 2014
                                                                                                                                                                            • Younger buyers undertake more online research and enjoy SKA shopping
                                                                                                                                                                              • Figure 63: Product research and purchase decisions, by age, September 2014
                                                                                                                                                                          • Important Features in SKA Purchase

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Vast majority consider ease-of-use and ease-of-cleaning very important
                                                                                                                                                                                • Figure 64: Importance of product features – Very important, by gender, September 2014
                                                                                                                                                                              • Older users prioritize basic features, younger ones, multifunctionality
                                                                                                                                                                                • Figure 65: Importance of product features – Very important, by age, September 2014
                                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Race and Hispanic origin shapes choice of cooking SKAs
                                                                                                                                                                                  • Figure 66: Ownership of cooking SKAs purchased in past two years, by race/Hispanic origin, September 2014
                                                                                                                                                                                • Hispanic over index for gamut of food preparation SKAs
                                                                                                                                                                                  • Figure 67: Ownership of food preparation SKAs purchased in past two years, by race/Hispanic origin, September 2014
                                                                                                                                                                                • Hispanics show strong interest in beverage-making SKAs
                                                                                                                                                                                  • Figure 68: Ownership of beverage-making SKAs purchased in past two years, by race/Hispanic origin, September 2014
                                                                                                                                                                                • Hispanics are often first-time buyers, motivated by family-related matters
                                                                                                                                                                                  • Figure 69: Reasons for purchasing small kitchen appliances, by race/Hispanic origin, September 2014
                                                                                                                                                                                • Black consumers set high bar, Hispanics seek time-saving and multifunctionality
                                                                                                                                                                                  • Figure 70: Importance of product features – Very important, by race/Hispanic origin, September 2014
                                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                • Past two year product acquisition
                                                                                                                                                                                  • Figure 71: Ownership of food preparation SKAs purchased in past two years, by presence of children in household, September 2014
                                                                                                                                                                                  • Figure 72: Ownership of beverage-making SKAs purchased in past two years, by presence of children in household, September 2014
                                                                                                                                                                                • Purchase locations
                                                                                                                                                                                  • Figure 73: Purchase locations, by gender, September 2014
                                                                                                                                                                                  • Figure 74: Purchase locations, by presence of children in household, September 2014
                                                                                                                                                                                  • Figure 75: Purchase locations, by race/Hispanic origin, September 2014
                                                                                                                                                                                • Reasons for purchasing
                                                                                                                                                                                  • Figure 76: Reasons for purchasing small kitchen appliances, household income, September 2014
                                                                                                                                                                                  • Figure 77: Reasons for purchasing small kitchen appliances, by presence of children in household, September 2014
                                                                                                                                                                                • Importance of product features
                                                                                                                                                                                  • Figure 78: Importance of product features – Very important, by household size, September 2014
                                                                                                                                                                                  • Figure 79: Importance of product features – Very important, by presence of children in household, September 2014
                                                                                                                                                                                • Product research and purchase decisions
                                                                                                                                                                                  • Figure 80: Product research and purchase decisions, by household income, September 2014
                                                                                                                                                                                  • Figure 81: Product research and purchase decisions, by household size, September 2014
                                                                                                                                                                                  • Figure 82: Product research and purchase decisions, by presence of children in household, September 2014
                                                                                                                                                                                  • Figure 83: Product research and purchase decisions, by race/Hispanic origin, September 2014
                                                                                                                                                                              • Appendix – Social Media

                                                                                                                                                                                • Brand usage or awareness
                                                                                                                                                                                  • Figure 84: Brand usage or awareness, September 2014
                                                                                                                                                                                  • Figure 85: Keurig usage or awareness, by demographics, September 2014
                                                                                                                                                                                  • Figure 86: KitchenAid usage or awareness, by demographics, September 2014
                                                                                                                                                                                  • Figure 87: Vitamix usage or awareness, by demographics, September 2014
                                                                                                                                                                                  • Figure 88: Hamilton Beach usage or awareness, by demographics, September 2014
                                                                                                                                                                                  • Figure 89: SodaStream usage or awareness, by demographics, September 2014
                                                                                                                                                                                  • Figure 90: Cuisinart usage or awareness, by demographics, September 2014
                                                                                                                                                                                • Activities done
                                                                                                                                                                                  • Figure 91: Activities done, September 2014
                                                                                                                                                                                  • Figure 92: Keurig – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
                                                                                                                                                                                  • Figure 93: Keurig – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
                                                                                                                                                                                  • Figure 94: Keurig – Activities done – I follow/like the brand on social media because, by demographics, September 2014
                                                                                                                                                                                  • Figure 95: Keurig – Activities done – I have researched the brand on social media to, by demographics, September 2014
                                                                                                                                                                                  • Figure 96: KitchenAid – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
                                                                                                                                                                                  • Figure 97: KitchenAid – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
                                                                                                                                                                                  • Figure 98: KitchenAid – Activities done – I follow/like the brand on social media because, by demographics, September 2014
                                                                                                                                                                                  • Figure 99: KitchenAid – Activities done – I have researched the brand on social media to, by demographics, September 2014
                                                                                                                                                                                  • Figure 100: Vitamix – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
                                                                                                                                                                                  • Figure 101: Vitamix – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
                                                                                                                                                                                  • Figure 102: Hamilton Beach – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
                                                                                                                                                                                  • Figure 103: Hamilton Beach – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
                                                                                                                                                                                  • Figure 104: Hamilton Beach – Activities done – I follow/like the brand on social media because, by demographics, September 2014
                                                                                                                                                                                  • Figure 105: Hamilton Beach – Activities done – I have researched the brand on social media to, by demographics, September 2014
                                                                                                                                                                                  • Figure 106: SodaStream – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
                                                                                                                                                                                  • Figure 107: SodaStream – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
                                                                                                                                                                                  • Figure 108: Cuisinart – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
                                                                                                                                                                                  • Figure 109: Cuisinart – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
                                                                                                                                                                                  • Figure 110: Cuisinart – Activities done – I follow/like the brand on social media because, by demographics, September 2014
                                                                                                                                                                                  • Figure 111: Cuisinart – Activities done – I have researched the brand on social media to, by demographics, September 2014
                                                                                                                                                                                • Key social media metrics
                                                                                                                                                                                  • Figure 112: Key social media metrics, November 2014
                                                                                                                                                                                • Online conversations
                                                                                                                                                                                  • Figure 113: Online mentions for select small kitchen appliance brands, by week, Nov. 3, 2013-Nov. 2, 2014
                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                Small Kitchen Appliances - US - December 2014

                                                                                                                                                                                US $3,995.00 (Excl.Tax)