This report looks at the following areas:
- Analysis of current and future directions for the kitchen appliances market; interpretation of market drivers and key trends.
- Research on ownership of kitchen appliances and purchase interest among consumers in Tier 1 to Tier 3 cities; interpretation of market drivers and potential growth opportunities.
- Research on scenarios and factors influencing consumer purchases; discussion of online and physical channels in the purchase journey; identification of clear target consumer groups for brands, as well as potential directions for the optimisation of sales channel strategies.
In a market environment dominated by pragmatic consumption, there is a clear trend towards a return to value among consumers. Driven by the widespread trend for healthier living, health-related features are now the primary direction for future upgrades. Kitchen appliance brands need to target occasions of emotional bonding within families, offering consumers a complete cooking solution via design upgrades, functional integration and occasion-specific adaptations.
Laura Liu, Senior Research Analyst – Retail & Home Appliances, China
Market Definitions
This report covers the following kitchen appliance categories:
-
Large kitchen appliances
Essential categories: gas stoves, range hoods, integrated cookers
Discretionary categories: sterilisers, dishwashers, drinking equipment, built-in microwaves/steamers/ovens (including all-in-one units), water purification equipment
-
Small kitchen appliances
Established cooking appliances: rice cookers, electric stew pots/pressure cookers, health pots (multifunctional kettles for making tea/soup/medicinal drinks), juicers/high-speed blenders/handheld blenders, air fryers, electric stew pots.
Emerging cooking appliances: breakfast machines/toasters/sandwich machines, coffee machines, multifunctional pots, countertop all-in-one microwave/steamer/oven units.
Collapse All
-
Executive summary
- Key issues covered in this Report
- Definitions
- What you need to know
- Market factors
- Consumer demand and innovation inspiration
- Future opportunities
-
The market
- Market factors
- Sales stabilise thanks to government subsidies, with most kitchen appliances seeing a return to growth
- Demographic changes drive segmented demand for single-serving meals and food suitable for older people
- Graph 1: population aged 60 and above, by number and proportion, 2020-24
- Graph 2: family structure changes*, 2003-23
- With property market slow to recover, pivot to hassle-free kitchen upgrades via service chains
- Graph 3: commercial residential housing saleable area and growth rate, 2019-24
- Smart, hands-free technology
- Integration creates an overall aesthetic
-
The consumer
- Segmentation of demand in kitchen appliances
- Ownership of kitchen appliances stable; interest in water purification still surging amid health concerns
- Graph 4: ‘do not have it but plan to buy’, 2023-25
- Graph 5: ownership of and purchase intention for large kitchen appliances, 2025
- Differentiation in small kitchen appliances: established categories depend on replacements, as emerging categories drive growth with first-time purchases
- Graph 6: ‘do not have a coffee machine but plan to buy’, 2023-25
- Graph 7: ownership of small kitchen appliances, 2025
- High earners are willing to trade up, look for smart features and health innovations
- Graph 8: large kitchen appliance¹ purchase plans, by monthly household income, 2025
- Graph 9: future purchase plans for small kitchen appliances², by monthly household income, 2025
- Nuclear families seek appliance upgrades for an improved cooking experience
- Graph 10: future purchase plans for large kitchen appliances¹, by living situation, 2025
- Graph 11: small kitchen appliances² purchase plans, by living situation, 2025
- Small kitchen appliances are now associated with health and emotional bonding
- Small kitchen appliances look set to move beyond the home
- Graph 12: occasions or activities for changing or purchasing small kitchen appliances, 2025
- Cooking: not just a household chore, also an occasion for parent-child bonding
- Graph 13: occasions or activities for changing or purchasing small kitchen appliances, by monthly household income, 2025
- Safety first, then tangible, functional value
- Graph 14: small kitchen appliance purchase factors, 2025
- Upgrading consumers will pay top dollar for smart features, health benefits
- Graph 15: small kitchen appliance purchase factors, by small kitchen appliance purchase plan, 2025
- Graph 16: small kitchen appliance purchase factors, by monthly household income, 2025
- Low-noise needs of older people worthy of attention
- Graph 17: small kitchen appliance purchase factors, by generation, 2025
- Build purchase motivation with online reviews, offline experiences
- Reputation is king, experiences bring the win
- Graph 18: factors influencing purchase decisions in small kitchen appliances, 2025
- High income groups value genuine reviews and offline experiences
- Graph 19: factors influencing purchase decisions in small kitchen appliances, by monthly household income, 2025
- Catering to the varied tastes of a multigeneration family – things to consider
- Graph 20: factors influencing purchase decisions in small kitchen appliances, by living situation, 2025
- Potential buyers balance online convenience, physical experience
- Graph 21: kitchen appliance purchase channels, 2025
- Build all-round online/offline channel coverage to maximise presence
- High income groups embrace more diverse consumption journeys, pursue offline experiences
- Graph 22: kitchen appliance purchase channels, by household income, 2025
-
Future opportunities
- Ride the healthy living trend with upgrades to small kitchen appliances
- Multigeneration households show higher demand for health
- Graph 23: small kitchen appliance purchase factors, by living situation, 2025
- Health-oriented upgrades position small kitchen appliances as home health management devices
- Offline experience, authoritative verification offer consumers dual guarantees
- Graph 24: factors influencing consumers’ decision to buy small kitchen appliances with health benefits, by purchase factor, 2025
- Make effective use of cooking spaces amid the trend towards integration
- Target 18-24s and 30-39s with multifunctional integrated products for time and space efficiency
- Graph 25: small kitchen appliance purchase factors, by age, 2025
- Proactively help users save space with all-in-one devices
-
Appendix – methodology and abbreviations
- Methodology
- Abbreviations
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
