2022
9
UK Small Domestic Appliances Market Report 2022
2022-12-16T03:05:26+00:00
OX1101373
2195
158668
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Report
en_GB
"The cost-of-living crisis will shift consumer behaviour to be more value-oriented. The small domestic appliance market has remained resilient in recent years, aided by extended periods at home and the…

UK Small Domestic Appliances Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Small Domestic Appliances Market Report examines consumers’ purchasing behaviours, the rising importance of energy-effective appliances and the impact of the cost of living crisis on the small domestic appliances market. This report covers the small domestic appliances market size, market forecast, market segmentation and small domestic appliance trends.  

Small Domestic Appliances Market: Current landscape

Mintel’s small domestic appliances market research reveals that the cost of living crisis will lead to consumers shifting into a more price-savvy mindset as rising prices impact their spending habits for the home. Retailers can support growth in the small appliances market by highlighting the value of purchasing appliances, as consumers will need to tighten budgets and are driven by price-driven priorities.

 

Small Domestic Appliances Market: Market size and key industry trends

Consumers are increasingly concerned about energy insecurity and are seeking out appliances that are more energy efficient, such as air fryers which have grown in popularity as a more cost-effective and energy-efficient appliance.

The growing recessionary environment will have a greater impact on younger consumers, with many unable to afford a deposit or mortgage for a first-time home. This will have a knock-on effect, as younger consumers continue to live with family or rent in properties that already have appliances, thus meaning that their purchasing of new small domestic appliances will diminish.

  • Small domestic appliances market size: Mintel estimates the small domestic appliances market to be worth £2.89 million in 2022, growing 2.6% year-on-year.
  • Small domestic appliances market share: The small domestic appliance market is dominated by legacy brands like Bosch; 92% of consumers would recommend this brand.
  • Small domestic appliances market innovation: 69% of Brits would be interested in exchanging their old products for a discount on a new small domestic appliance.
  • Small domestic appliances market challenges: 70% of consumers say that they already have all of the appliances they need.

Small Domestic Appliances Market: Future trends

Looking towards the future, Mintel’s small domestic appliances market research outlines the growing interest in sustainability as a major opportunity for this sector. Nearly 75% of consumers say that they are more interested in energy-efficient appliances due to rising energy prices.

Brands have the opportunity to highlight the sustainability of their appliances, showcasing the long-lasting quality or guarantee of their products or supply energy-saving ratings for their appliances.

To discover more about the UK Small Domestic Appliances Market Report 2022, read our UK Spending Habits for the Home Market Report 2022, or take a look at our House and Home Market Research Reports.

Quickly Understand

  • The impact of the current cost-of-living crisis on the small domestic appliances market.
  • Explores the small domestic appliances market size, and prospects for the market over the next five years.
  • Value-driven purchasing behaviour of consumers.
  • How consumers shop and what products they are purchasing.
  • The importance of sustainability and energy effectiveness.
  • The impact of the upcoming recession on the small domestic appliance market.
  • The growing opportunity for wellbeing in the small domestic appliances market

Covered in this Report

Brands: AO, Tineco, Keurig, Anaori Kakugama, Spear & Jackson, Dyson, Bosch, Siemens, Currys PC World, Ninja, Hoover Candy, Russell Hobbs, Tefal, De’Longhi, John Lewis, Amazon, Sainsbury’s.

Expert Analysis from a Specialist in the House and Home Sector

This report, written by Bridget McCusker, a leading analyst in the house and home sector, delivers in-depth commentary and analysis to highlight current trends in the small domestic appliances market and add expert context to the numbers.

The cost-of-living crisis will shift consumer behaviour to be more value-oriented. The small domestic appliances market has remained resilient in recent years, aided by extended periods at home and the shift to consumers doing more home-cooking and being at home more, with some participating in a blended working environment. Spending on small domestic appliances has continued to grow post-pandemic, and with the current recessionary environment, the market will continue to grow slightly buoyed by the essential nature of the appliances in daily life. With the concern of rising energy costs, many consumers are seeking out appliances that are energy efficient, thus offering a cost-effective alternative to other major appliances. We see this more energy efficiency savvy consumer behaviour to stay long after the recession.”

Bridget McCusker
Retail Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • The five-year outlook for small domestic appliances
              • Figure 1: Category outlook, 2022-27
            • The market
              • Small domestic appliance market expected to grow 2.6% in 2022
                • Figure 2: Market size for Small domestic appliance market, 2017-22
              • Market forecast
                • Figure 3: Market forecast for small domestic appliances, 2017-27
              • Concerns over energy expenditure drive small domestic appliance market
                • Figure 4: Estimated market segmentation for small domestic appliances, 2022
              • Supermarkets offer one-stop shop
                • Figure 5: Estimated channels of distribution, 2021
              • Companies and brands
                • Dyson and Bosch remain customer favourites despite the price tag
                  • Figure 6: Key metrics for selected brands, 2022
                • The consumer
                  • Small domestic appliance ownerships remain near universal
                    • Figure 7: Ownership of small domestic appliances, 2022
                  • Younger consumers purchasing more
                    • Figure 8: Small domestic appliance purchases in the last 12 months, 2019, 2020 and 2022
                    • Figure 9: Small domestic appliance purchases in the last 12 months, by age band, 2022
                  • Retailers need to develop a blended in-store and online experience
                    • Figure 10: Channel of purchase, 2022
                  • Online continues to dominate
                    • Figure 11: Retailers used for purchasing small domestic appliances, 2020 and 2022
                  • Functionality and energy efficiency rank top for consumers
                    • Figure 12: Most important factors for the purchase of small domestic appliances amongst consumers, 2022
                  • Value is key driver for consumers to purchase
                    • Figure 13: Consumer attitudes towards price rises, 2022
                  • Financial prudence drives consumer purchasing
                    • Figure 14: Consumer interest in cooking at home, by gender and age group, 2022
                • Issues and Insights

                  • Retailers can benefit from the cost-of-living crisis
                    • Give consumers control with their appliance purchases
                      • Energy efficiency will stick beyond the recession
                      • Market Size and Performance

                        • Shifts towards working from home continue to benefit the market
                          • Figure 15: Market size for small domestic appliances, 2017-22
                        • Consumers become their own baristas
                          • Many struggle to stay cool in the summer
                          • Market Forecast

                            • Small domestic appliances continue to grow despite the economic crisis
                              • Figure 16: Category outlook, 2022-27
                            • Despite the current economic climate, small domestic appliances remain resilient
                              • Consumers will look for value amid the uncertainty of the cost-of-living crisis
                                • Figure 17: Market forecast for small domestic appliances, 2022-27
                              • Learnings from the last income squeeze
                                • Forecast methodology
                                • Market Segmentation

                                    • Kitchen appliances grow share
                                      • Hot summers continue the demand for fans
                                        • Hybrid working environments become the new normal
                                          • Figure 18: Estimated market segmentation for small domestic appliances, 2022
                                          • Figure 19: Estimated consumer spend on small domestic appliances, by segment, 2021 and 2022
                                      • Channels to Market

                                        • Small domestic appliances market moves increasingly online
                                          • Online-only retailers hold nearly a third of the small domestic appliance market
                                            • Supermarkets offer a one-stop shop
                                              • Mixed goods’ lead continues to falter
                                                • Electrical specialists maintains their share
                                                  • Figure 20: Estimated channels of distribution, 2021
                                              • Market Drivers

                                                • Inflation is the key concern for consumers and brands…
                                                  • …and despite government support, energy prices are still a major concern
                                                    • Rising interest rates mean that the pressure will move up to middle- and higher-income households
                                                      • High inflation and rising interest rates will weigh down the post-COVID recovery
                                                        • Consumer spending power will be curbed
                                                          • Unemployment is at a near-50-year low
                                                            • Consumers’ financial wellbeing has fallen from the highs of 2021…
                                                              • Figure 21: Household financial wellbeing index, 2016-22
                                                            • …and most people are feeling the effects of price rises
                                                              • Nearly one fifth of households are rented
                                                                • Figure 22: English housing tenure, 2015-21
                                                              • Many look to buy homes in the future
                                                                • Figure 23: Buying expectations of renters in the UK, 2020-21
                                                              • As cash flows tighten, consumers turn to credit
                                                                • Figure 24: Consumer credit excluding student loans, 2020-22
                                                              • Saving money starts with cooking at home
                                                                • Figure 25: Financial confidence of consumers in the UK, 2022
                                                            • Launch Activity and Innovation

                                                              • Sustainable efforts grow in the home
                                                                • AO World introduces reuse facilities
                                                                  • Figure 26: AO Recycling’s reuse facility, 2022
                                                                • Recycle, reduce, reuse continues to gain popularity
                                                                  • The connected home comes to the kitchen
                                                                    • Multi-functional appliances
                                                                      • Figure 27: Anaori Kakugama, 5-in-1 Cooking Pot, 2022
                                                                    • Vacuums that add ease to many’s daily life
                                                                      • Technology brings convenience to the home
                                                                        • Figure 28: Tineco Toasty One, 2022
                                                                        • Figure 29: Keurig, The Remote Brew App & Coffee Machine, 2022
                                                                        • Figure 30: Siemens EQ900 Espresso Machine
                                                                      • Combatting rising cost of living in the kitchen
                                                                        • Currys PC World addresses cost-of-living concerns for consumer
                                                                          • Figure 31: Currys PC World, 2022
                                                                        • Air fryers combatting energy costs
                                                                          • Figure 32: Ninja Foodi Max Health Grill, 2022
                                                                      • Advertising and Marketing Activity

                                                                        • Advertising spend up 42% in 2021
                                                                          • Figure 33: Total advertising expenditures on small domestic appliances, 2018-22*
                                                                        • Vax leads the market in 2021
                                                                          • Figure 34: Top 10 spenders on above-the-line, online display and direct mail advertising expenditures on small domestic appliances, 2018-2022
                                                                        • TV continues to dominate advertising
                                                                          • Figure 35: Total advertising expenditures on small domestic appliances, by media type, 2018-22
                                                                        • TV continues to be a favourite amongst advertisers
                                                                          • Figure 36: Total advertising expenditure on small domestic appliances, by advertisers & media type, 2022
                                                                        • Vacuums continue to drive small domestic appliances
                                                                          • iRobot Roomba j7+ gives a personality
                                                                            • Dyson introduces attachments to budget-friendly lines
                                                                              • Hoover introduces multichannel campaign
                                                                                • Tower shows how to manage the holiday season with an air fryer
                                                                                  • Multi-providers unify their brand
                                                                                    • Nielsen Ad Intel coverage
                                                                                    • Brand Research

                                                                                        • Key findings
                                                                                          • Brand map
                                                                                            • Figure 37: Attitudes towards and usage of selected brands, 2022
                                                                                          • Key brand metrics
                                                                                            • Figure 38: Key metrics for selected brands, 2022
                                                                                          • Brand attitudes: Bosch’s quality worth the price
                                                                                            • Figure 39: Attitudes, by brand, 2022
                                                                                          • Brand personality: Russell Hobbs and Tefal situated well amid the cost-of-living crisis for accessibility
                                                                                            • Figure 40: Brand personality – Macro image, 2022
                                                                                          • De’Longhi leads in style
                                                                                            • Figure 41: Brand personality – Micro image, 2022
                                                                                          • Brand analysis
                                                                                            • Dyson’s innovative image leads its desirability amongst affluent customers
                                                                                              • Bosch leads with the older homeowners
                                                                                                • Russell Hobbs leads in accessibility in the market
                                                                                                  • Tefal an inexpensive household favourite
                                                                                                    • De’Longhi customers pay for style
                                                                                                    • Ownership of Small Domestic Appliances

                                                                                                      • Traditional appliances to continue to reign at home
                                                                                                        • Figure 42: Ownership of small domestic appliances, 2022
                                                                                                      • Younger consumer focus on healthier lifestyles
                                                                                                          • Figure 43: Ownership of small domestic appliances, by age and income group, 2022
                                                                                                      • Purchases of Small Domestic Appliances

                                                                                                        • Purchase of small domestic appliances remains consistent
                                                                                                          • Figure 44: Small domestic appliance purchases in the last 12 months, 2019, 2020 and 2022
                                                                                                        • Younger consumers drive new purchasing
                                                                                                            • Figure 45: Small domestic appliance purchases in the last 12 months, by age band, 2022
                                                                                                          • Younger men lead the purchasing of small domestic appliances
                                                                                                            • Figure 46: Purchases, by gender and age group, 2022
                                                                                                          • Air fryers at the top of consumer purchases
                                                                                                            • Figure 47: Small domestic appliances spent most on, 2022
                                                                                                        • Channels of Purchase

                                                                                                          • Online growth continues
                                                                                                            • Figure 48: Channel of purchase, 2022
                                                                                                          • Online channels surge amongst younger consumers
                                                                                                            • Figure 49: Purchases through online channels, 2022
                                                                                                        • Retailers Used

                                                                                                          • Online-only retailers dominate purchasing of small domestic appliances
                                                                                                            • Figure 50: Retailers used for purchasing small domestic appliances, 2020 and 2022
                                                                                                          • Amazon continues to be the lead retailer
                                                                                                            • Figure 51: Income levels of online-only consumers, 2022
                                                                                                        • Purchasing Factors

                                                                                                          • Convenience is key for small domestic appliances
                                                                                                              • Figure 52: Most important factors for the purchase of small domestic appliances amongst consumers, 2022
                                                                                                            • Income levels drive energy efficiency as a leading factor
                                                                                                                • Figure 53: Leading purchasing factors, by income level for small domestic appliances, 2022
                                                                                                              • Functionality ranks number 1
                                                                                                                • Figure 54: Leading factors by rank for the purchase of small domestic appliances, 2022
                                                                                                            • Consumer Attitudes towards Small Domestic Appliances

                                                                                                              • Many consumers look to mitigate the cost-of-living crisis
                                                                                                                  • Figure 55: Consumer attitudes towards price rises, 2022
                                                                                                                • Tighter budgets shift consumers’ appliance needs
                                                                                                                    • Figure 56: Consumer interest in a BNPL Scheme for the purchase of small domestic appliances based on financial situation, 2022
                                                                                                                    • Figure 57: Consumer interest in cooking at home, by gender and age group, 2022
                                                                                                                  • Smarter technologies, easier living
                                                                                                                    • Figure 58: Consumer interest in innovative small domestic appliances, 2022
                                                                                                                    • Figure 59: Consumer interest in ownership of small domestic appliances with smart technologies based on employment, 2022
                                                                                                                    • Figure 60: Consumer interest in small domestic appliances aiding in wellbeing, by income group, 2022
                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                  • Data sources
                                                                                                                    • Abbreviations
                                                                                                                      • Consumer research methodology
                                                                                                                      • Appendix – Forecast Methodology

                                                                                                                        • Market forecast and prediction intervals
                                                                                                                          • Figure 61: Market forecast, best- and worst-case scenario forecasts, 2022-2027
                                                                                                                        • Market drivers and assumptions
                                                                                                                          • Forecast methodology

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