China Kitchen Appliances Market Report 2024
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This report looks at the following areas:
- Tracking ownership and purchase interest across kitchen appliance categories
- Factors consumers consider when purchasing kitchen appliances
- Kitchen appliance purchasing behaviour
- Offline and online purchase channels for kitchen appliances
- Health claims of kitchen appliances that attract consumers
The current kitchen appliances market is facing growth pressure, but products that contribute to a healthy, quality lifestyle still have potential. Brands need to understand the needs of different consumer groups, such as the silver generation and small households, to expand their product and brand audience to find new growth opportunities.
Diana Shao, Director, China Insights
Market Definitions
This report covers the following kitchen appliance categories:
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Large kitchen appliances
Essential categories: gas stoves, range hoods, integrated cookers
Demand-driven categories: disinfection cabinets, dishwashers (including built-in, stand-alone, integrated), drinking equipment, built-in microwave ovens (including all-in-one machines), water purification equipment
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Small kitchen appliances
Mature cooking appliances: rice cookers, electric pressure cookers, health pots, juicers/high-speed blenders/handheld blenders, air fryers, electric stew pots
Developing cooking appliances: breakfast machines/toasters/sandwich makers, coffee machines, automatic cooking machines/cooking robots, fruit and vegetable washing machines
Collapse All
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- Market overview and influencing factors
- Companies and brands
- Marketing activities
- New product trends
- The consumer
- Large kitchen appliances that contribute to health and quality of life still have potential
- Graph 1: ownership of and purchase intention for large kitchen appliances, 2024
- Convenience and quality of life remain ever-growing consumer needs
- Graph 2: ownership of and purchase intention for small kitchen appliances, 2024
- Well-known brands lead the market, while all-category brands have gained more consumer favour
- Graph 3: large kitchen appliance brands interested in purchasing from in the future, 2024
- Safety first, then performance
- Graph 4: [no title]
- Consumers usually have clear goals and shop for kitchen appliances wisely
- Graph 5: kitchen appliance purchasing behaviour, 2024
- Safe materials, disinfection and antibacterial properties are the most appealing features, while the need to improve the cooking environment has become prominent
- Graph 6: attractive health claims of kitchen appliances, 2024
- Consumers prefer brands' official direct channels when buying large kitchen appliances, while they value one-stop shopping and convenience when shopping for small kitchen appliances
- Graph 7: kitchen appliance purchase channels, 2024
- Issues and insights
- What we think
-
The market
- Market overview
- Mixed sentiments in the kitchen appliance market in 2024
- Market factors
- The real estate market remains sluggish, and kitchen appliances seek to shake off its influence
- Graph 8: residential commercial housing saleable area and growth rate, 2019-23
- Robust trade-in policies signpost the future direction of the home appliance industry
- Consumer confidence remains stable, but overall home spending remains sluggish
- Graph 9: spending more on home furnishing (eg renovation, home appliances, furniture) than last month, August 2023-August 2024
- Graph 10: consumer confidence in financial condition improvement, August 2023-August 2024
- Opportunities for consumption upgrades still exist for dishwashers and small kitchen appliances
- Graph 11: consumption upgrading/stabilising trends in kitchen appliance purchases, April 2023-May 2024
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Companies and brands
- Key brand performance
- ROBAM
- FOTILE
- Specialised large kitchen appliance brands face challenges
- Midea
- Supor
- Joyoung
- Bear Electric
- Marketing activities
- Inspire purchases with offline pop-up experiences
- Sponsor professional tournaments to highlight brand expertise
- Align with policies to offer a hassle-free one-stop kitchen appliance makeover
- New product trends
- Highly intelligent kitchen appliances continue to refine user experience
- Kitchen appliance interaction optimises energy use
- Minimalist healing aesthetics have entered the kitchen
- Better for health and higher quality
- Coffee machines with cold brew functions become the new favourite
- Happiness in single-serve meals and quality solo living
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The consumer
- Ownership of and purchase intention for large kitchen appliances
- Ownership rates of major kitchen appliance categories remain stable, drinking equipment continues to flourish, and integrated cookers face pressure
- Graph 12: ownership of large kitchen appliances, 2022-24
- Large kitchen appliances that contribute to health and quality of life still have potential
- Graph 13: ownership of and purchase intention for large kitchen appliances, 2024
- The mid-to-high income group continues to show a strong interest in integrated cookers
- Graph 14: consumers who do not have an integrated cooker but plan to buy one, by individual/monthly household income, 2024
- Ownership and usage frequency of small kitchen appliances
- Consumers continue to favour small kitchen appliances with health and Yangsheng benefits and convenience factors
- Graph 15: ownership of small kitchen appliances, 2022-24
- Convenience and quality of life remain ever-growing consumer needs
- Graph 16: ownership of and purchase intention for small kitchen appliances, 2024
- Help consumers explore a wider range of usage scenarios to reduce the underuse of small kitchen appliances
- Graph 17: usage frequency of small kitchen appliances in the last six months, 2024
- New mums are coffee machine enthusiasts
- Graph 18: coffee machine ownership and usage, by family structure, 2024
- Preferences for large kitchen appliance brands
- Well-known brands lead the market, while all-category brands have gained more consumer favour
- Graph 19: large kitchen appliance brands interested in purchasing from in the future, 2024
- Younger consumers care about convenience and prefer comprehensive brands; middle-aged consumers value professionalism and prefer specialised brands
- Graph 20: large home appliance brands that consumers are interested in purchasing from in the future, by generation, 2024
- Kitchen appliance purchasing factors
- Safety first, then performance
- Graph 21: important factors when purchasing kitchen appliances , 2024
- Younger consumers want one-of-a-kind kitchen appliances
- Graph 22: selected important factors when purchasing kitchen appliances, by age, 2024
- Dishwashers: fundamental factors can stimulate first purchases, while added value facilitates trade-ups
- Graph 23: important factors when purchasing kitchen appliances, by planned replacement/new purchase* of dishwashers, 2024
- Kitchen appliance purchasing behaviour
- Consumers usually have clear goals and shop for kitchen appliances wisely
- Graph 24: kitchen appliance purchasing behaviour , 2024
- Younger consumers are more price-sensitive and seek quality sensibly
- Graph 25: kitchen appliances purchasing behaviour – during purchase, by age, 2024
- Mature consumers prefer complementary products and services and are willing to share their usage experiences
- Graph 26: kitchen appliances purchasing behaviour – after purchase, by age, 2024
- High-income consumers are more cautious before purchasing but are more willing to pay for high added value
- Graph 27: kitchen appliances purchasing behaviour – before purchase, by monthly household income, 2024
- Dishwasher brands can leverage content marketing and price incentives to stimulate new purchases while complementary products can attract trade-ups
- Graph 28: kitchen appliance purchasing behaviour, by plans to purchase a dishwasher*, 2024
- Health marketing claims
- Safe materials, disinfection and antibacterial properties are the most appealing features, while the need to improve the cooking environment has become prominent
- Graph 29: attractive health claims of kitchen appliances, 2024
- With safety as the foundation, low salt and calorie health claims can be the cherry on top
- 25-39s can be a key target group for kitchen appliance health claims
- Graph 30: attractive health claims of kitchen appliances, by age, 2024
- Focus on new mums' needs for a healthy cooking environment
- Graph 31: selected attractive health claims of kitchen appliances, by family structure, 2024
- Kitchen appliance purchase channels
- Consumers prefer brands' official direct channels when buying large kitchen appliances, while they value one-stop shopping and convenience when shopping for small kitchen appliances
- Graph 32: kitchen appliance purchase channels, 2024
- Official channels are favoured by consumers aged 25-39, while the outlook for health claims is optimistic
- Graph 33: selected large kitchen appliance purchase channels, by age, 2024
- Graph 34: selected small kitchen appliance purchase channels, by age, 2024
- High-income consumers value on-site experiences and buyer protection
- Graph 35: selected small kitchen appliance purchase channels, by monthly household income, 2024
- Graph 36: selected large kitchen appliance purchase channels, by monthly household income, 2024
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Issues and insights
- Silver economy is the new gold for small kitchen appliances
- Older consumers show strong interest in purchasing various small kitchen appliances
- Graph 37: consumers who do not have the following small kitchen appliances but are interested in purchasing, by generation, 2024
- Outstanding eco-friendly small kitchen appliances are more likely to win over silver consumers, while brand and 'exclusivity' labels influence purchase decisions
- Graph 38: kitchen appliance purchasing factors (selected), post-1960s vs all, 2024
- Offline promotion is extremely important for reaching older consumers
- Graph 39: selected kitchen appliance purchasing behaviour – before purchase, post-1960s vs all, 2024
- Small households' demand for quality life means new opportunities for kitchen appliances
- China's family structure is becoming smaller
- Small households are interested in home cooking as they seek to create quality and psychological comfort
- Graph 40: selected reasons for in-home cooking/baking, by living situation, 2024
- Smaller households have a strong interest in kitchen appliances that effectively enhance their quality of life
- Graph 41: consumers who do not have the following large kitchen appliances but are interested in purchasing, by living situation, 2024
- Engineer a quality life for small households
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Appendix – methodology and abbreviations
- Methodology
- Abbreviations
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