2021
8
Canada Small Kitchen Appliances Market Report 2021
2021-10-22T04:11:10+01:00
OX1047819
3695
143747
[{"name":"Domestic Appliances","url":"https:\/\/store.mintel.com\/industries\/household-home\/domestic-appliances"}]
Report
en_GB
“Long purchase cycles and a lack of storage space will create barriers for growth in the market. However, the increased amount of home cooking Canadians have undertaken as a result…

Canada Small Kitchen Appliances Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Long purchase cycles and a lack of storage space will create barriers for growth in the market. However, the increased amount of home cooking Canadians have undertaken as a result of the COVID-19 pandemic will help to support the category going forward. Some reluctant chefs will be seeking ways to speed up their daily cooking chores, while cooking and baking enthusiasts will be turning to small kitchen appliances as a way to improve their results and expand their recipe opportunities.”
– Meghan Ross, Senior Home & Beauty Analyst

Key issues covered in this Report

  • The impact of COVID-19 on the small kitchen appliances market.
  • Market factors impacting home cooking and small kitchen appliances in Canada.
  • Ownership, usage and future purchase interest for small kitchen appliances.
  • Retailers typically used when shopping for small kitchen appliances.
  • Small kitchen appliance purchase factors and influences.
  • Consumer behaviours and attitudes relating to small kitchen appliances.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Canadian context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Impact of COVID-19 on small kitchen appliances
                    • Figure 1: Short-, medium- and longer-term impact of COVID-19 on small kitchen appliances, September 2021
                  • Opportunities and challenges
                    • Storage space limitations will create hesitation
                      • Small appliances can help Canadians achieve their health goals
                        • Position small kitchen appliances as an investment in yourself
                          • Small kitchen appliances can help Canadians adjust to their ‘new normal’
                          • The Market – Key Takeaways

                            • Impact of COVID-19 on small kitchen appliances
                              • Housing trends will put pressure on available small kitchen appliance storage space
                                • Appliance brands must be cognizant of marriage and family trends
                                • Market Factors

                                  • Impact of COVID-19 on small kitchen appliances
                                    • Figure 2: Cuisinart Instagram post, August 2021
                                    • Figure 3: Bella Lifestyle Instagram post, September 2021
                                  • Housing trends will put pressure on available small kitchen appliance storage space
                                    • Figure 4: Ninja Kitchen Canada Instagram post, October 2021
                                    • Figure 5: Ninja Kitchen Canada Instagram post, September 2021
                                  • Appliance brands must be cognizant of marriage and family trends
                                    • Figure 6: Bella Lifestyle Instagram post, September 2021
                                • Companies and Brands – Key Takeaways

                                  • Add-on accessories allow owners to increase the versatility of their appliances
                                    • Technology advances promise added convenience and tastier meals
                                      • Physical and mental wellness both contribute to push towards home cooking
                                        • Cooking as a hobby can help Canadians de-stress
                                        • Competitive Strategies

                                          • Add-on accessories allow owners to increase the versatility of their appliances
                                            • Figure 7: Instant Pot Official Instagram post, September 2021
                                            • Figure 8: Introducing KitchenAid® Bread Bowl with Baking Lid, June 2021
                                            • Figure 9: Thermomix TM5 – The World’s Smallest, Smartest Kitchen | Thermomix Canada, January 2018
                                          • Technology advances promise added convenience and tastier meals
                                            • Figure 10: Hamilton Beach CA Instagram post, June 2021
                                            • Figure 11: Cosori Smart WiFi 5.8 Quart Air Fryer, October 2019
                                            • Figure 12: Hestan Cue: How It Works, August 2018
                                        • Market Opportunities

                                          • Physical and mental wellness both contribute to push towards home cooking
                                            • Figure 13: Mintel Trend Driver: Wellbeing
                                            • Figure 14: KitchenAid USA Instagram post, August 2021
                                            • Figure 15: Vitamix CA Instagram post, September 2021
                                          • Cooking as a hobby can help Canadians de-stress
                                          • The Consumer – Key Takeaways

                                            • Virtually all Canadian kitchens include small appliances
                                              • The majority of small kitchen appliances are being used regularly
                                                • Purchase intent for small kitchen appliances is relatively muted
                                                  • Most appliance owners are actively involved in shopping and have visited multiple retailers
                                                    • Ease of cleaning is almost as important as promotional pricing when shopping for appliances
                                                      • Canadians recognize many benefits to using small kitchen appliances
                                                      • Small Kitchen Appliance Ownership

                                                        • Virtually all Canadian kitchens include small appliances
                                                          • Figure 16: Small kitchen appliances currently owned, 2021
                                                        • Traditional gender roles affect small kitchen appliance ownership rates
                                                          • Figure 17: Small kitchen appliances currently owned, men vs women, 2021
                                                        • Younger Canadians have not yet had time to amass their appliance collections
                                                          • Figure 18: Small kitchen appliances currently owned, 18-44s vs over-45s, 2021
                                                        • Cultural cuisine differences influence Asian small kitchen appliance ownership
                                                          • Figure 19: Small kitchen appliances currently owned (select), Chinese Canadians* and South Asians* vs overall, 2021
                                                        • Higher-income households have larger small kitchen appliance repertoires
                                                          • Figure 20: Small kitchen appliance repertoire size, by household income, 2021
                                                        • Parenthood accelerates the purchase of small kitchen appliances
                                                          • Figure 21: Small kitchen appliances currently owned, by parental status, 2021
                                                        • Home ownership heavily influences small kitchen appliance ownership rates
                                                          • Figure 22: Small kitchen appliances currently owned, by home ownership status, 2021
                                                      • Small Kitchen Appliance Usage

                                                        • The majority of small kitchen appliances are being used regularly
                                                          • Figure 23: Small kitchen appliances used regularly, 2021
                                                        • Gender roles and task preferences impact appliance usage
                                                          • Figure 24: Ninja Kitchen Canada Instagram post, May 2021
                                                          • Figure 25: Small kitchen appliances used regularly, men vs women, 2021
                                                        • Canadians aged 45+ are incorporating small kitchen appliances into their cooking habits more regularly
                                                          • Figure 26: Small kitchen appliances used regularly, 18-44 vs over-45, 2021
                                                        • Household size is driving usage rate differences based on marital status
                                                          • Figure 27: Hamilton Beach Canada Instagram post, August 2021
                                                          • Figure 28: Small kitchen appliances used regularly (select), by marital status, 2021
                                                      • Interest in Future Small Kitchen Appliance Purchases

                                                        • The novelty of air fryers is still driving purchase interest, with interest in other formats muted
                                                          • Figure 29: Purchase interest among non-owners, 2021
                                                          • Figure 30: Purchase interest among non-owners, men vs women, 2021
                                                        • Younger Canadians plan to add to their small kitchen appliance repertoires
                                                          • Figure 31: Purchase interest among non-owners, 18-44s vs 45+s, 2021
                                                        • Asians’ affinity towards small kitchen appliances is driving higher purchase intent
                                                          • Figure 32: Purchase interest among non-owners, Asians vs overall, 2021
                                                          • Figure 33: Purchase interest among non-owners, by parental status, 2021
                                                      • Retailers Typically Used for Small Kitchen Appliance Purchases

                                                        • Most appliance owners are actively involved in shopping and have visited multiple retailers
                                                          • Figure 34: Retailers typically used when shopping for small kitchen appliances, 2021
                                                          • Figure 35: Retailers typically used when shopping for small kitchen appliances, men vs women, 2021
                                                          • Figure 36: Best Buy Instagram post, September 2021
                                                          • Figure 37: Those who shop for small kitchen appliances at electronics retailers, by age and gender, 2021
                                                        • Younger shoppers are casting a wider net when shopping for small kitchen appliances
                                                          • Figure 38: Retailers typically used when shopping for small kitchen appliances, 18-44s vs over-45s, 2021
                                                          • Figure 39: Number of retailers typically used for small kitchen appliance purchases, 18-44s vs over-45s, 2021
                                                          • Figure 40: Number of retailers typically used for small kitchen appliance purchases, by small kitchen appliance repertoire size, 2021
                                                          • Figure 41: Those who shop for small kitchen appliances at warehouse stores, by household income, 2021
                                                        • Parents over-index for a variety of retailers when shopping for small kitchen appliances
                                                          • Figure 42: Retailers typically used when shopping for small kitchen appliances, by parental status, 2021
                                                      • Small Kitchen Appliance Purchase Factors

                                                        • Ease of cleaning is almost as important as promotional pricing when shopping for appliances
                                                          • Figure 43: KitchenAid Canada Instagram post, June 2021
                                                          • Figure 44: Important factors when shopping for small kitchen appliances, 2021
                                                        • Sale price is an even stronger driver among women
                                                          • Figure 45: Important factors when shopping for small kitchen appliances, men vs women, 2021
                                                        • As expected, smart technology appeals more strongly to younger shoppers
                                                          • Figure 46: ‘I would be interested in small kitchen appliances with connected smart technology’ (% agree), by age, 2021
                                                          • Figure 47: Important factors when shopping for small kitchen appliances, by age, 2021
                                                          • Figure 48: Important factors when shopping for small kitchen appliances, by repertoire size, 2021
                                                        • Design is a stronger factor for Asian shoppers
                                                          • Figure 49: my favorite small kitchen appliances, October 2020
                                                          • Figure 50: Important factors when shopping for small kitchen appliances, Asians vs overall, 2021
                                                        • Parents are consulting multiple sources in order to make an informed purchase
                                                          • Figure 51: Important factors when shopping for small kitchen appliances, by parental status, 2021
                                                      • Small Kitchen Appliance Behaviours

                                                        • Canadians recognize many benefits to using small kitchen appliances
                                                          • Figure 52: Small kitchen appliance behaviours, 2021
                                                          • Figure 53: Smeg USA Instagram post, September 2021
                                                        • Storage concerns are stronger for women
                                                          • Figure 54: Small kitchen appliance behaviours, men vs women, 2021
                                                        • Younger Canadians are more likely to link small kitchen appliances with improvements to their meals
                                                          • Figure 55: Small kitchen appliance behaviours, 18-44s vs over-45s, 2021
                                                        • Social media recipe searches decline with age
                                                          • Figure 56: Instant Pot Official Instagram post, August 2021
                                                          • Figure 57: “I look up recipes on social media made for specific small kitchen appliances” (% agree), by age, 2021
                                                          • Figure 58: “I bought my last small kitchen appliance in a major sales event” (% agree), by age, 2021
                                                          • Figure 59: “I bought my last small kitchen appliance in a major sales event” (% agree), by marital status, 2021
                                                        • Parents rely on appliances to improve the quality and nutrition levels of their meals
                                                          • Figure 60: Instant Pot Official Instagram post, September 2021
                                                          • Figure 61: Small kitchen appliance behaviours, by parental status, 2021
                                                        • Social media recipes should consider serving size requirements
                                                          • Figure 62: “I look up recipes on social media made for specific small kitchen appliances” (% agree), by household size, 2021
                                                        • Asians favour small kitchen appliances over major appliances
                                                          • Figure 63: Small kitchen appliance behaviours, Asians vs overall, 2021
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Consumer survey data
                                                            • Mintel Trend Drivers

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