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Small Kitchen Appliances - US - January 2010

The small kitchen appliance (SKA) market has shown only modest growth from 2004-09, with sales falling as the recession has led consumers to cut back on non-essential spending. However, consumer interest in saving money with more at home cooking and fewer coffee-shop visits has buffered the market from steep sales declines. Interest in energy conservation and simpler, “green” living trends also spur interest in SKAs and may help drive further sales.

Exclusive consumer research into ownership and purchasing of SKAs is analyzed by key demographic groups (gender, age, household income and ethnicity) and also focuses on groups such as new buyers aged 18-34, moms and larger households. Research covers specific products owned and products consumers would like to buy. It hones in on specific product areas, including cooking devices and beverage makers. It examines the motivations for purchase, the overall purchase process and attitudes related to cooking and SKA features. It also addresses areas such as:

  • Which groups own or intend to purchase the most SKAs? Which types of SKAs are most sought by consumers of different ages, genders and ethnicities?
  • What motivated the purchase of their most recent SKA and which consumer groups are most likely to be first-time buyers, replacement buyers or drawn to new features?
  • Which groups spend the most time cooking, and which prioritize healthy cooking, losing weight, trying new dishes or saving energy?
  • What qualities and features (including style, design, space-saving, cordless, chef-recommended, and multi-functionality) are valued by different consumer groups?
  • What amount of research do consumers undertake prior to purchase, and to what extent do they rely on websites, product reviews, flyers, catalogues and other sources?
  • How many stores do they visit prior to purchase and what roles do “impulse buying” and special promotions play in the SKA purchase process?
  • How important is brand recognition for different consumer groups?
  • Which groups are cutting back on coffee drinks from coffee houses and which prefer espresso type drinks?

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Table of contents

  1. Scope and Themes

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

                  • Recession caused only small declines in 2008-09; small recovery warranted
                    • Cutbacks in coffee shop purchases and increased at-home cooking prevent bigger declines
                      • Three major segments all see shipments drop in 2008
                        • Other trends in the major segments
                          • Mass merchandisers strengthen position as primary SKA retail channel
                            • Recession and housing hold down SKA sales
                              • Green living and wedding trends limit recessionary damage
                                • Four major suppliers, with the largest showing sales declines in 2008-09
                                  • Brand qualities vary with price, product type and target consumer group
                                    • Innovations integrated into range of new products
                                      • Advertising activity is action-oriented and predictable
                                        • Trended data show limited changes in SKA ownership
                                          • Younger consumers and larger HHs buy more SKAs
                                            • Replacing old appliance tops motivations to purchase SKA
                                              • Purchase process: prior to purchase and in-store considerations
                                                • Amount of time spent cooking
                                                  • Attitudes related to cooking and saving money
                                                    • Attitudes related to space, gift giving, cleaning and style
                                                      • Toasters and microwaves
                                                        • Race/Hispanic origin: Asians stand out as key SKA users and buyers
                                                        • Insights and Opportunities

                                                          • Consumers economizing and cooking more at home offer opportunities
                                                            • Complexity of meals prepared offers insight into who to target with SKAs
                                                                • Figure 1: Changes in cooking patterns and appliance use for those eating in/at home more, July 2009
                                                              • Putting emphasis on energy-saving SKAs and developing “green” product lines and marketing strategies
                                                              • Inspire Insights

                                                                  • Make Your Neighbor Cook for You
                                                                    • Tapping into the Community
                                                                      • Atsuko’s Kitchen: Resilience Recipes
                                                                        • Empowered through learning
                                                                          • Rise of the Screenager
                                                                            • What's it about?
                                                                              • What we've seen
                                                                                • Specifics
                                                                                  • Implications
                                                                                    • Touchscreen Cooking
                                                                                      • Braining up the kitchen
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Sales growth limited by recession, downward price pressure, competition from imports
                                                                                              • Figure 2: Total U.S. sales and forecast of small kitchen appliances, at current prices, 2004-14
                                                                                              • Figure 3: Total U.S. sales and forecast of small kitchen appliances, at inflation-adjusted prices, 2004-14
                                                                                            • Drop in shipments seen in 2008
                                                                                              • Figure 4: Total U.S. shipments of small kitchen appliances, in units, 2003-08
                                                                                          • Competitive Context

                                                                                            • Key points
                                                                                              • Consumers increase at-home brewing to reduce coffeehouse expenditures
                                                                                                • Figure 5: Drinking more coffee at home, February 2009
                                                                                              • Consumers eating out less and cooking at home more
                                                                                                  • Figure 6: Cooking more at home, October 2009
                                                                                              • Overall Segment Performance

                                                                                                • Key points
                                                                                                  • Figure 7: U.S. shipments of small kitchen appliances, by segment, 2003-08
                                                                                                  • Figure 8: U.S. shipments of small kitchen appliances, by segment and product, 2007 and 2008
                                                                                              • Segment Performance—Food Preparation Devices

                                                                                                • Key points
                                                                                                    • Figure 9: Shipments of food preparation appliances, 2003-08
                                                                                                    • Figure 10: U.S. shipments of small food preparation kitchen appliances, by product, 2007 and 2008
                                                                                                • Segment Performance—Cooking Devices

                                                                                                  • Key points
                                                                                                    • Figure 11: Shipments of small cooking appliances, 2003-08
                                                                                                    • Figure 12: U.S. shipments of small kitchen cooking appliances, by product, 2007 and 2008
                                                                                                • Segment Performance—Beverage Devices

                                                                                                  • Key points
                                                                                                    • Figure 13: U.S. units and forecast of beverage-making appliance shipments, 2003-08
                                                                                                    • Figure 14: U.S. unit shipments of beverage SKAs, by product, 2007 and 2008
                                                                                                • Retail Channels

                                                                                                  • Key points
                                                                                                      • Figure 15: U.S. retail distribution share of SKAs, by channel, 2009
                                                                                                  • Market Drivers

                                                                                                    • Key points
                                                                                                      • With downturn, consumers hold off on discretionary expenditures
                                                                                                        • Consumer confidence drops with limited improvements in 2009
                                                                                                          • Figure 16: University of Michigan’s Index of Consumer Sentiment (ICS), by quarter, 2001-09
                                                                                                          • Figure 17: University of Michigan’s Index of Consumer Sentiment (ICS), by month, January-November 2009
                                                                                                        • Consumers cut back on “replacements” and discretionary purchases
                                                                                                          • Consumers report economizing by limiting “replacements” and discretionary purchases
                                                                                                            • Figure 18: Changes or plans to change spending to save money, March 2009
                                                                                                          • Some opportunities for SKAs created by the broader downturn
                                                                                                            • The SKA market and its relationship to the housing market
                                                                                                              • Home ownership leads to higher SKA ownership
                                                                                                                • Figure 19: Ownership of small kitchen appliances, by home owners/renters, April 2008-June 2009
                                                                                                              • Purchasing a home and remodeling a kitchen propel SKA purchasing
                                                                                                                • Figure 20: SKAs purchased in past 12 months, by purchase of home and home improvements, April 2008-June 2009
                                                                                                              • Slowdown in housing market a negative driver
                                                                                                                • Figure 21: Sales of new and existing homes, 2003-08
                                                                                                              • Some improvements seen in housing sales in 2009
                                                                                                                • Figure 22: Sales of new and existing homes, by month, January-October 2009
                                                                                                              • “Green living” and “slow food” movements shape interest in healthy living and energy conservation
                                                                                                                • Energy efficiency can be key “green” feature for SKAs
                                                                                                                  • Figure 23: Interest in energy-saving cooking methods, October 2009
                                                                                                                  • Figure 24: Energy used and cost of cooking a casserole for different appliance types, 2009
                                                                                                                • Marriage and weddings drive flurry of SKA buying and giving
                                                                                                                  • Figure 25: SKAs purchased in past 12 months, by married in the past 12 months, April 2008-June 2009
                                                                                                              • Leading Companies

                                                                                                                • Key points
                                                                                                                  • 2007-08 sales figures from the four largest SKA suppliers
                                                                                                                    • Figure 26: Sales of leading small kitchen appliance companies, 2007 and 2008
                                                                                                                  • Profiles and financial information of major suppliers
                                                                                                                    • Jarden
                                                                                                                      • NACCO (Hamilton Beach)
                                                                                                                        • National Presto
                                                                                                                          • Salton
                                                                                                                            • Other significant U.S. suppliers
                                                                                                                              • Conair (Cuisinart)
                                                                                                                                • Whirlpool (KitchenAid)
                                                                                                                                • Brand Qualities

                                                                                                                                  • Key points
                                                                                                                                    • Jarden
                                                                                                                                      • Crock-Pot
                                                                                                                                        • Mr. Coffee
                                                                                                                                          • Oster
                                                                                                                                            • Rival
                                                                                                                                              • Sunbeam
                                                                                                                                                • NACCO (Hamilton Beach)
                                                                                                                                                  • Proctor Silex
                                                                                                                                                    • National Presto
                                                                                                                                                      • Salton
                                                                                                                                                        • Farberware
                                                                                                                                                          • George Foreman
                                                                                                                                                            • Breadman
                                                                                                                                                              • Juiceman
                                                                                                                                                                • Russell Hobbs
                                                                                                                                                                  • Toastmaster
                                                                                                                                                                    • Black & Decker/Spacemaker
                                                                                                                                                                      • Brands from other major manufacturers
                                                                                                                                                                        • Cuisinart (Conair)
                                                                                                                                                                          • KitchenAid (Whirlpool)
                                                                                                                                                                          • Innovation and Innovators

                                                                                                                                                                              • Key innovations in 2008-09 include
                                                                                                                                                                                • Conair (Cuisinart, Waring)
                                                                                                                                                                                  • Cuisinart introduces new Elite Collection Food Processors
                                                                                                                                                                                    • Waring Pro expands reach into less conventional products
                                                                                                                                                                                      • Jarden
                                                                                                                                                                                        • Crock-Pot Trio as “recession busting” appliance
                                                                                                                                                                                          • Margaritaville: New cordless blender model
                                                                                                                                                                                            • Mr. Coffee Frappe machine promises coffeehouse results
                                                                                                                                                                                              • NACCO—Hamilton Beach Brands
                                                                                                                                                                                                • Hamilton Beach—appliances with unique, convenient features as part of its “good thinking” campaign
                                                                                                                                                                                                  • Salton
                                                                                                                                                                                                    • New Spacemaker products offer elegant looks, added features and innovative website
                                                                                                                                                                                                      • Whirlpool’s KitchenAid launches 90th anniversary stand mixer and new blenders
                                                                                                                                                                                                        • Other suppliers—European, specialty and niche
                                                                                                                                                                                                          • De’Longhi offers elegant new products including broiler, slow cooker and gelato maker
                                                                                                                                                                                                            • Fagor—multi-cooker offers great flexibility and versatility
                                                                                                                                                                                                              • IMUSA launches “New Generation” of small kitchen appliances targeting Hispanic Americans
                                                                                                                                                                                                                • Sharper Image develops a new line of SKAs with a modern, sleek look
                                                                                                                                                                                                                  • SodaStream promotes home soda makers as green, eco-friendly products
                                                                                                                                                                                                                    • Vita-Mix launches new series and upgrades CIA Professional Series
                                                                                                                                                                                                                      • Innovations in coffeemakers
                                                                                                                                                                                                                        • Keurig expands K-Cup offerings and establishes licensing deal with Cuisinart
                                                                                                                                                                                                                          • Krups introduces new single-cup coffeemakers and other products
                                                                                                                                                                                                                            • Jura-Capresso offers high-end innovations
                                                                                                                                                                                                                              • IMUSA introduces espresso makers
                                                                                                                                                                                                                                • Nespresso launches chic, exclusive Citiz machines using “coffee capsules”
                                                                                                                                                                                                                                • Advertising and Promotion

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Select TV ads show major themes and new product offerings
                                                                                                                                                                                                                                      • Cuisinart ads showcase versatility and specific product features
                                                                                                                                                                                                                                        • Figure 27: Cuisinart Elite Food Processor, 2009
                                                                                                                                                                                                                                        • Figure 28: Cuisinart Vertical Rotisserie, 2009
                                                                                                                                                                                                                                      • Hamilton Beach ads highlight innovative features in humorous series
                                                                                                                                                                                                                                        • Figure 29: Hamilton Beach BrewStation, 2008
                                                                                                                                                                                                                                      • Single-serve coffee systems: Bosch’s Tassimo and Keurig’s K-Cups
                                                                                                                                                                                                                                        • Figure 30: Keurig Premium Coffee System, 2009
                                                                                                                                                                                                                                        • Figure 31: Bosch Tassimo, 2009
                                                                                                                                                                                                                                      • Margaritaville ad takes SKA out of the kitchen and into the street
                                                                                                                                                                                                                                        • Figure 32: Margaritaville Concoction Maker, 2009
                                                                                                                                                                                                                                      • Other marketing and advertising approaches
                                                                                                                                                                                                                                        • Sponsorships and partnerships with cooking shows; branding by celebrity chefs
                                                                                                                                                                                                                                          • Alliances and promotions with retailers
                                                                                                                                                                                                                                            • Special promotions related to limited edition products and charities
                                                                                                                                                                                                                                              • Innovative use of the internet and new technologies
                                                                                                                                                                                                                                              • Ownership, Usage, and Purchasing Interest for Small Kitchen Appliances

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Trended ownership from 2000-08
                                                                                                                                                                                                                                                    • Figure 33: Trended ownership of small kitchen appliances, 2000/01-2007/08
                                                                                                                                                                                                                                                  • Ownership highest for basic SKAs, more specialized products draw interest for future purchase
                                                                                                                                                                                                                                                      • Figure 34: Ownership, use, and purchasing interest for SKAs, October 2009
                                                                                                                                                                                                                                                    • Age drives interest in buying new SKAs
                                                                                                                                                                                                                                                      • Figure 35: Purchasing interest for SKAs, by age, October 2009
                                                                                                                                                                                                                                                    • HHs with five or more members show strong interest in buying new SKAs
                                                                                                                                                                                                                                                      • Figure 36: Purchasing interest for SKAs, by household size, October 2009
                                                                                                                                                                                                                                                  • Motivations to Purchase

                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                      • Replacement is main reason for buying, especially for older buyers
                                                                                                                                                                                                                                                        • Figure 37: Reasons for purchase of SKAs, by age, October 2009
                                                                                                                                                                                                                                                      • Women more likely to play central role in buying SKAs
                                                                                                                                                                                                                                                        • Figure 38: Reasons for purchase of SKAs, by gender, October 2009
                                                                                                                                                                                                                                                    • The Purchase Process

                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                        • SKA buyers undertake limited research prior to purchase
                                                                                                                                                                                                                                                          • Figure 39: Research undertaken when preparing to buy a SKA, October 2009
                                                                                                                                                                                                                                                        • Upper-income HHs undertake more research
                                                                                                                                                                                                                                                          • Figure 40: Research undertaken when preparing to buy a SKA, by household income, October 2009
                                                                                                                                                                                                                                                        • POP marketing important as a third select their SKA in the store
                                                                                                                                                                                                                                                          • Figure 41: In-store purchase process of a SKA, by age, October 2009
                                                                                                                                                                                                                                                        • Higher-income HHs spend more and seek known brands
                                                                                                                                                                                                                                                          • Figure 42: In-store purchase process of a SKA, by household income, October 2009
                                                                                                                                                                                                                                                      • Time Spent Cooking Food at Home

                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                          • Women and older respondents spend the most time cooking
                                                                                                                                                                                                                                                              • Figure 43: Average time spent cooking food at home, by gender and age, October 2009
                                                                                                                                                                                                                                                            • Larger HHs spend more time cooking at home
                                                                                                                                                                                                                                                              • Figure 44: Average time spent cooking food at home, by household size, October 2009
                                                                                                                                                                                                                                                          • Attitudes towards Cooking, Dieting and Appliances

                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                              • Strong interest in healthy living, saving money and energy conservation
                                                                                                                                                                                                                                                                  • Figure 45: Attitudes towards cooking, dieting, and appliances, by gender, October 2009
                                                                                                                                                                                                                                                                • Larger HHs cook at home to save money, show greater interest in new dishes
                                                                                                                                                                                                                                                                  • Figure 46: Attitudes towards cooking, dieting, and appliances, by household size, October 2009
                                                                                                                                                                                                                                                              • Attitudes Related to Value, Space, Cleaning and Design

                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                  • Women show greater concern with look of appliance and the space taken
                                                                                                                                                                                                                                                                      • Figure 47: SKA attitudes—appearance, brand, value and retro design, by gender, October 2009
                                                                                                                                                                                                                                                                    • Attitudes related to value, space, ease of cleaning and design vary with age
                                                                                                                                                                                                                                                                      • Figure 48: SKA attitudes—appearance, brand, value and retro design, by age, October 2009
                                                                                                                                                                                                                                                                  • Toasters, Microwaves and Multifunction Products

                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                        • Figure 49: Attitudes towards toaster ovens and microwaves, by age, October 2009
                                                                                                                                                                                                                                                                    • Attitudes towards Coffee and Other Beverages

                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                        • Figure 50: Attitudes towards coffee, by age, October 2009
                                                                                                                                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                        • Race/Hispanic origin shapes significant variations in ownership
                                                                                                                                                                                                                                                                          • Figure 51: Ownership, use, and purchasing interest for SKAs, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                                                        • Blacks and Asians report strong interest in buying more SKAs
                                                                                                                                                                                                                                                                          • Figure 52: Purchasing interest for SKAs, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                                                        • Asians show attitudes supporting their strong SKA ownership
                                                                                                                                                                                                                                                                          • Figure 53: Reasons for purchase of SKAs, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                                                          • Figure 54: Research undertaken when preparing to buy a SKA, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                                                        • Asians seek economical products, shop multiple stores
                                                                                                                                                                                                                                                                          • Figure 55: In-store purchase process of SKA, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                                                        • Asians show highest interest in energy-saving cooking; positive attitudes towards toaster ovens
                                                                                                                                                                                                                                                                          • Figure 56: Attitudes towards toaster ovens and microwaves, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                                                        • Asians report strong cutback in coffeehouses
                                                                                                                                                                                                                                                                          • Figure 57: Attitudes towards coffee, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                                                                                                          • Enthusiasts
                                                                                                                                                                                                                                                                            • Barely Interested
                                                                                                                                                                                                                                                                              • Disinterested
                                                                                                                                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                                                                                                                                  • Figure 58: Small kitchen appliance clusters, October 2009
                                                                                                                                                                                                                                                                                  • Figure 59: Reasons for purchase of SKAs, by small kitchen appliance clusters, October 2009
                                                                                                                                                                                                                                                                                  • Figure 60: Research when preparing to buy SKA, by small kitchen appliance clusters, October 2009
                                                                                                                                                                                                                                                                                  • Figure 61: Attitudes towards cooking, dieting, and appliances, by small kitchen appliance clusters, October 2009
                                                                                                                                                                                                                                                                                • Cluster demographics
                                                                                                                                                                                                                                                                                  • Figure 62: Small kitchen appliance clusters, by gender, October 2009
                                                                                                                                                                                                                                                                                  • Figure 63: Small kitchen appliance clusters, by age, October 2009
                                                                                                                                                                                                                                                                                  • Figure 64: Small kitchen appliance clusters, by household income, October 2009
                                                                                                                                                                                                                                                                                  • Figure 65: Small kitchen appliance clusters, by race, October 2009
                                                                                                                                                                                                                                                                                  • Figure 66: Small kitchen appliance clusters, by Hispanic origin, October 2009
                                                                                                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                    • Moms own and use more SKAs
                                                                                                                                                                                                                                                                                      • Figure 67: Owns and uses small kitchen appliance—females with and without children, October 2009
                                                                                                                                                                                                                                                                                    • Moms interested in buying more SKAs
                                                                                                                                                                                                                                                                                      • Figure 68: Purchasing interest for SKAs—females with and without children, October 2009
                                                                                                                                                                                                                                                                                    • Moms less likely to be replacing old product, drawn to sales
                                                                                                                                                                                                                                                                                      • Figure 69: Reasons for purchase of SKAs—females with and without children, October 2009
                                                                                                                                                                                                                                                                                    • Moms spend more time cooking
                                                                                                                                                                                                                                                                                      • Figure 70: Average time spent cooking food at home—females with and without children, October 2009
                                                                                                                                                                                                                                                                                    • Moms want to save money cooking, also cook more for fun and seek new dishes
                                                                                                                                                                                                                                                                                        • Figure 71: Attitudes towards cooking, dieting, and appliances—females with and without children, October 2009
                                                                                                                                                                                                                                                                                      • Women aged 18-34 cook more and seek greater range of SKAs
                                                                                                                                                                                                                                                                                          • Figure 72: Purchasing interest for SKAs—18-34s, by gender, October 2009
                                                                                                                                                                                                                                                                                        • Women aged 18-34 show strong interest in cooking for fun and chef-recommended products
                                                                                                                                                                                                                                                                                            • Figure 73: Attitudes towards cooking, dieting, and appliances—18-34s, by gender, October 2009
                                                                                                                                                                                                                                                                                          • Interest in buying different SKAs vary among 18-34s by race/Hispanic origin
                                                                                                                                                                                                                                                                                              • Figure 74: Purchasing interest for SKAs—18-34s, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                            • Households of five or more people undertake more research
                                                                                                                                                                                                                                                                                              • Figure 75: Research undertaken when preparing to buy a SKA, by household size, October 2009
                                                                                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                                                            • Amazon North America
                                                                                                                                                                                                                                                                                            • Applica Incorporated
                                                                                                                                                                                                                                                                                            • Association of Home Appliance Manufacturers
                                                                                                                                                                                                                                                                                            • Bed Bath & Beyond Inc
                                                                                                                                                                                                                                                                                            • Black & Decker
                                                                                                                                                                                                                                                                                            • Bloomingdale's
                                                                                                                                                                                                                                                                                            • Breville
                                                                                                                                                                                                                                                                                            • BSH Home Appliances Corporation [Bosch]
                                                                                                                                                                                                                                                                                            • Conair Corporation
                                                                                                                                                                                                                                                                                            • Crate & Barrel
                                                                                                                                                                                                                                                                                            • Culinary Institute of America (CIA)
                                                                                                                                                                                                                                                                                            • De'Longhi S.p.A.
                                                                                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                                                                                            • Flickr
                                                                                                                                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                                                                                                                                            • General Electric Company
                                                                                                                                                                                                                                                                                            • George Foreman
                                                                                                                                                                                                                                                                                            • Gordon Ramsay Holdings
                                                                                                                                                                                                                                                                                            • Green Mountain Coffee Roasters, Inc.
                                                                                                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                                                                                                            • Groupe SEB
                                                                                                                                                                                                                                                                                            • HarperCollins Publishers Inc.
                                                                                                                                                                                                                                                                                            • Home Furnishings News (HFN)
                                                                                                                                                                                                                                                                                            • International Housewares Association
                                                                                                                                                                                                                                                                                            • J C Penney Company, Inc
                                                                                                                                                                                                                                                                                            • Jarden Corporation
                                                                                                                                                                                                                                                                                            • Kmart Corporation
                                                                                                                                                                                                                                                                                            • Macy's, Inc.
                                                                                                                                                                                                                                                                                            • MySpace.com
                                                                                                                                                                                                                                                                                            • NACCO Industries, Inc.
                                                                                                                                                                                                                                                                                            • National Association of Home Builders (NAHB)
                                                                                                                                                                                                                                                                                            • National Association of Realtors (NAR)
                                                                                                                                                                                                                                                                                            • National Association of the Remodeling Industry (NARI)
                                                                                                                                                                                                                                                                                            • National Kitchen & Bath Association (NKBA)
                                                                                                                                                                                                                                                                                            • National Presto Industries, Inc.
                                                                                                                                                                                                                                                                                            • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                                                            • OXFAM
                                                                                                                                                                                                                                                                                            • Reuters Group PLC
                                                                                                                                                                                                                                                                                            • Russell Hobbs
                                                                                                                                                                                                                                                                                            • Salton, Inc.
                                                                                                                                                                                                                                                                                            • Sears Holdings Corporation
                                                                                                                                                                                                                                                                                            • Sharper Image
                                                                                                                                                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                                                                                                                                                            • Sunbeam Products, Inc.
                                                                                                                                                                                                                                                                                            • Sur La Table, Inc
                                                                                                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                            • University of Michigan, The
                                                                                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                            • Weight Watchers International Inc.
                                                                                                                                                                                                                                                                                            • Westinghouse Digital Electronics, Llc
                                                                                                                                                                                                                                                                                            • Whirlpool Corporation
                                                                                                                                                                                                                                                                                            • Williams-Sonoma, Inc
                                                                                                                                                                                                                                                                                            • XO Group Inc.
                                                                                                                                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                                                                                                                                            Small Kitchen Appliances - US - January 2010

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