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Small Kitchen Appliances - US - December 2015

The small kitchen appliance market has seen solid growth from 2010 to 2015, driven by lifestyle motivations, such as interest in healthier living and at-home cooking, as well as product innovations. Replacement continues to be the top purchase motivator, but interest in new features, such as technology and design, offer opportunities to grow the nearly $6.2 billion category. Brands can also market toward young consumers aged 25-34 and Hispanics, who are typically first-time appliance buyers and express interest in higher-end features and specialty appliances.

This report examines the following areas:

  • Beverage makers outperform other segments in a stable market
  • Replacement most common purchase motivator
  • Millennials turn to online, customer reviews before buying

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Beverage makers outperform other segments in a stable market
            • Figure 1: Total US sales and fan chart forecast of small kitchen appliance market, at current prices, 2010-20
          • Replacement most common purchase motivator
            • Figure 2: Top five reasons for SKA purchase, any rank, October 2015
          • Millennials turn to online, customer reviews before buying
            • Figure 3: Select shopping behaviors, by Millennials, October 2015
          • The opportunities
            • Focus on young adults, Hispanics
              • Figure 4: Select SKA purchases in the past two years, by 18-34 and 35-44 age groups and Hispanic origin, October 2015
            • Enhance in-store shopping experience
              • Figure 5: Select attitudes toward SKA shopping, October 2015
            • Highlight technology, design in addition to convenience features
              • Figure 6: Importance of select SKA features, by adults aged 25-34 and Hispanic origin, October 2015
            • What it means
            • The Market – What You Need to Know

              • SKA market positive sales growth driven mainly by beverage appliances
                • Cooking subscription services may have implications in category
                  • Growth in US population, improving economy to boost market
                  • Market Size and Forecast

                    • Historic and projected sales performance of small kitchen appliances
                      • Figure 7: Total US sales and fan chart forecast of small kitchen appliances, at current prices, 2010-20
                      • Figure 8: Total US sales and forecast of small kitchen appliances, at current prices, 2010-20
                  • Market Breakdown

                    • Beverage making appliances gain share
                      • Figure 9: Total US retail sales of small kitchen appliances, by segment, at current prices, 2013 and 2015
                    • Sales primarily occur within mass merchandisers
                      • In their words
                        • Figure 10: Share of US retail sales of small kitchen appliances, by channel, 2014*
                        • Figure 11: Total US retail sales of small kitchen appliances, by channel, at current prices, 2012 and 2014*
                    • Market Perspective

                      • Cooking subscription services could impact the category
                      • Market Factors

                        • Growth among Millennial generation to boost market
                          • Number of households with children declining
                            • Figure 12: Households, by presence of own children, 2003-13
                          • Declining rates of home ownership, marriage influencing market
                            • Figure 13: Households, by homeownership status, 2004-14
                          • Improving economy benefits market
                            • Figure 14: Disposable personal income, January 2007-July 2015
                        • Key Players – What You Need to Know

                          • Beverage appliances, healthy living trend contribute to market gains
                            • Appliances associated with limited use, unhealthy eating struggle to grow
                              • Improved technology, smart appliances appeal to consumers
                              • What’s Working?

                                • Beverage making appliances experience strong growth
                                  • Figure 15: Appliance purchase motivators, any rank, by beverage maker ownership, October 2015
                                • Healthy living trend continues to positively impact category
                                  • Mass merchandisers, online retailers experience growth in sales
                                    • Figure 16: Total US retail sales of small kitchen appliances, by channel, at current prices in $ millions, 2012 and 2014*
                                • What’s Struggling?

                                  • Juicers, deep fryers struggle
                                  • What’s Next?

                                    • Competition, innovation increases among beverage makers
                                      • Technology simplifies shopping experience
                                        • Smart appliances poised for growth
                                        • The Consumer – What You Need to Know

                                          • Larger households, parents buy more SKAs
                                            • SKA purchases peak among 25-34’s, Hispanics
                                              • Replacement tops list of purchase motivators
                                                • Appliance usage correlates to healthy and at-home cooking ambitions
                                                  • Omnichannel, in-store experience important for consumers
                                                    • Beyond convenience, shoppers seek technology and design features
                                                    • Ownership and Purchasing of Cooking and Speciality Appliances

                                                      • Staple products most owned and purchased cooking appliances
                                                        • Figure 17: Any purchase or ownership of cooking appliances, October 2015
                                                      • In their words
                                                        • Larger households purchase range of SKAs
                                                          • Figure 18: Any purchase of select cooking appliances, by household size, October 2015
                                                        • Waffle makers most widely owned specialty appliance
                                                          • Figure 19: Any purchase or ownership of specialty appliances, October 2015
                                                        • Men over index ownership of cooking and specialty appliances
                                                          • Figure 20: Any ownership of select cooking and specialty appliances, by marital status, October 2015
                                                        • Specialty appliances popular among parents
                                                          • Figure 21: Any purchase of specialty appliances, by parental status, October 2015
                                                      • Ownership and Purchasing of Food Prep and Beverage Appliances

                                                        • Blenders, hand mixers most widely owned food prep appliances
                                                          • Figure 22: Any purchase or ownership of food prep appliances, October 2015
                                                        • In their words
                                                          • Food prep appliances appeal to adults aged 25-34
                                                            • Figure 23: Any purchase of food prep appliances, by age, October 2015
                                                          • Automated coffeemaker most owned, pod coffeemaker gaining traction
                                                            • Figure 24: Any purchase or ownership of beverage making appliances, October 2015
                                                          • Hispanics buying an assortment of beverage making appliances
                                                            • Figure 25: Any purchase of beverage making appliances, by Hispanic origin, October 2015
                                                        • Reasons for Purchasing

                                                          • Consumers more likely to replace rather than upgrade appliance
                                                            • Figure 26: Select purchase motivators, by age, October 2015
                                                          • Healthy and at-home cooking appeals to Millennials, parents
                                                            • Figure 27: Select purchase motivators, by generation and parental status, October 2015
                                                        • Time Spent Using Appliances

                                                          • Healthy living and cooking at-home dictate appliance usage
                                                            • Figure 28: Time spent using cooking and specialty appliances, October 2015
                                                          • Hispanics, adults 25-34 using cooking and specialty appliances more
                                                            • Figure 29: More time spent using cooking and specialty appliances, by age and Hispanic origin, October 2015
                                                          • Pod coffee makers, blenders experience increased usage
                                                            • Figure 30: Time spent using beverage makers and food prep appliances, October 2015
                                                          • Adults 25-34, Hispanics report increased usage of many SKAs
                                                            • Figure 31: More time spent using food prep and beverage making appliances, by age and Hispanic origin, October 2015
                                                        • Retail and Shopping Behavior

                                                          • Millennials conduct extensive research prior to purchase
                                                            • Figure 32: Select small kitchen appliance shopping behaviors, by generation, October 2015
                                                          • In their words
                                                            • In-store, hands-on experience important for consumers
                                                              • Figure 33: Select attitudes toward shopping for SKAs, by age, October 2015
                                                            • In their words
                                                            • Interest in Appliance Features

                                                              • Consumers look for features that deliver convenience
                                                                • Figure 34: Top five important features of small kitchen appliances, any importance, October 2015
                                                              • Young adults, Hispanics seek energy efficacy and attractive design
                                                                • Figure 35: Any importance of select appliance features, by age and Hispanic origin, October 2015
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Sales data
                                                                  • Fan chart forecast
                                                                    • Consumer survey data
                                                                      • Consumer qualitative research
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                          • Appendix – The Market

                                                                              • Figure 36: Total US sales and forecast of market, at inflation-adjusted prices, 2010-20
                                                                              • Figure 37: Total US retail sales and forecast of small kitchen appliances, by segment, at current prices, 2010-20
                                                                              • Figure 38: Total US retail sales and forecast of small cooking appliances, at current prices, 2010-20
                                                                              • Figure 39: Total US retail sales and forecast of food prep appliances, at current prices, 2010-20
                                                                              • Figure 40: Total US retail sales and forecast of beverage making appliances, at current prices, 2010-20

                                                                          Companies Covered

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                                                                          Small Kitchen Appliances - US - December 2015

                                                                          US $3,995.00 (Excl.Tax)