The UK small domestic appliance market is on track to reach £2.8 billion by 2025, with 73% of consumers purchasing online – a clear sign that digital convenience is transforming…
UK
Electrical Goods Retail
simple
UK Small Domestic Appliances Market Report 2025
"The outlook for the small domestic appliances market is positive, with steady growth driven by demand for energy-efficient, smart and multi-functional designs."
Steven Mayles, Retail Analyst
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EXECUTIVE SUMMARY
What you need to know
Outlook for small domestic appliances
Opportunities
Monetise the circular shift
Consumer demand for smart features paves the way for AI-powered repairs
The growing opportunity of appliances tailored for urban dwellers
THE MARKET
Snapshot – market size and forecast
Financial pressures fuel demand for affordable options
Graph 1: perception of the state of the cost of living crisis in the UK, October 2025
Urbanisation driving demand for compact and multi-functional appliances
Energy efficiency and sustainability powering small domestic appliance choices
Graph 2: issues faced by consumers over the last two month, October 2025
The growing popularity of shopping online for small domestic appliances
Growth of smart and connected domestic appliances
Small domestic appliances market to hit £3.7bn by 2030
Multi-functional, smart and energy-efficient designs to drive 19% growth by 2030
Graph 3: market size and forecast for small domestic appliances, 2019-30
Steady and sustained growth through to 2030
Impact of US trade disruption for the small domestic appliance market
Forecast – note on US trade disruption
Channels to market
73% of consumers purchase small domestic appliances online
Graph 4: how consumers have purchased small domestic appliances in the last 12 months – NET, by age group, % of respondents, 2025
Win customers with mobile shopping and compelling in-store experiences
THE CONSUMER
Small domestic appliance purchasing
Younger consumers lead small domestic appliance purchases
High earners, city dwellers and men not only drive current sales but also present a strong opportunity for future demand
Kettles and toasters are the most purchased small domestic appliances across all age groups and genders
Health trends driving small domestic appliance purchase growth
Graph 5: small domestic appliances bought in the last 12 months, 2022 and 2025
Small domestic appliances purchasing factors
Build quality, brand reputation and energy efficiency are the top purchase drivers
Graph 6: factors most important when purchasing small domestic appliances – NET, by age group, percentage of respondents, 2025
Use quality materials, foster community trust and prioritise energy-saving designs
Retailers chosen for small domestic appliance purchases
Online-only retailers dominate across all age and income groups
Graph 7: type of retailer consumers have purchased small domestic appliances from in the last 12 months – NET, by age group, percentage of respondents, 2025
Graph 8: type of retailer consumers have purchased small domestic appliances from in the last 12 months – NET, by household income, percentage of respondents, 2025
Accessibility and convenience can strengthen electrical specialists appeal
Amazon leads the pack in small domestic appliance shopping
Amazon and eBay are growing in popularity for small domestic appliances
Graph 9: retailers used to purchase small domestic appliances in the last 12 months, by percentage of respondents, 2022 and 2025
Why TikTok partnerships are game-changers for targeting younger consumers
Attitudes towards small domestic appliances
Small domestic appliance shoppers value discounts, compact designs and energy efficiency most
Universal appeal of discounts, space-saving designs and energy efficiency
Graph 10: consumers who agree with key statements about small domestic appliances, by age, 2025
Cost-savings driving small appliance purchases
Cost of living pressures and environmental awareness drive demand for energy-efficient and refurbished appliances
Strong demand for repairable small domestic appliances
The rise of multi-functional customised small appliances
INNOVATION AND MARKETING
Comparing the leading small domestic appliance retailers in the UK
Marks Electrical customer and spend growth soar
Graph 11: leading small domestic appliance retailers, growth in spend and customer numbers, 2024/25
Vacuum cleaners a lucrative category for promotional efforts
SharkNinja turns to influencers
3D advertising is a compelling way to demonstrate product efficacy
Lidl shaking up the small domestic appliance market with its latest innovation
The kettle that helps you relax, unwind and prioritise your wellbeing
Customisation has the potential to drive upgrades in an increasingly repair-focused market
The Swiss Army Knife built for coffee machine maintenance
New drink appliance combines multifunctionality, sustainability and customisation
APPENDIX
Market definition
The market
Forecast methodology
Forecast methodology – fan chart
Market size and forecast: underlying data
Market forecast and prediction intervals (value)
Advertising and marketing
Cordless vacuum cleaners lead in advertising spend
Social media is the leading advertising channel for small domestic appliances
The consumer
Consumer research questions
Consumer research methodology
UK generation groups
Other data source methodologies
Mintel Spark
Nielsen Ad Intel coverage
Snoop SpendMapper methodology
Abbreviations
UK Small Domestic Appliance Market – Trends and Insights
The UK small domestic appliance market is on track to reach £2.8 billion by 2025, with 73% of consumers purchasing online – a clear sign that digital convenience is transforming the traditional path to purchase.
The shift to digital purchase pathways is driven by 16-34 year olds, the most active SDA buyers, who rely on online reviews to secure the best deals. As a result, brands must rethink how they position, price and distribute their products to stay competitive.
Affordability is paramount. Rising energy costs and environmental concerns are driving demand for energy-efficient models that save money and reduce carbon footprints. To meet these needs, brands must innovate with products offering lower running costs.
The biggest opportunity lies in embracing the circular economy – offering trade-ins, refurbished products and DIY repair options to extend product life and build loyalty.
Global tariff-driven supply disruptions pose the biggest threat, potentially inflating prices. By promoting a “Made in the UK” label and emphasising quality and competitive pricing, brands can reduce reliance on imports and create more resilient supply chains in an uncertain global market.
This Report Looks at the Following Areas:
Market performance, including the impact of the cost of living crisis on value and the shift toward value-led appliances
Rise of online and mobile commerce in the small domestic appliance shopper journey
Factors influencing people’s choice of small appliances, including build quality, brand reputation and energy efficiency
Urbanisation trend fuelling opportunities for compact, multi-functional appliances
How growing environmental awareness is driving demand for repairable and refurbished options
Smart tech, wellness and customisation as catalysts for upgrades
Marketing pivot to social commerce, influencer partnerships and immersive 3D product demos
Report Attributes
Details
Published Date
December 2025
Data Range
2019 – 2030
Measurement Metrics
Revenue in £
Country Focus
United Kingdom (UK)
Consumer Data
2,000 internet users aged 16+, October 2025
Number of Pages
50
Market Segmentation
Toasters, Sandwich Makers, Deep Fat Fryers, Bread Makers, Table-top/Health Grills, Slow Cookers, Electric Steamers/Rice Cookers, Food Preparation Equipment, Kettles, Hot Beverage Makers, Electrical Kitchen Gadgets, Irons, Vacuum Cleaners, Carpet Cleaners, Steam Cleaners, Fans, Heaters, and Air Treatment Appliances.
Leading Companies
SharkNinja, Dyson, Vax, Marks Electrical, Back Market, Sodastream, iRobot, Tefal, Breville, Russell Hobbs, Lidl, and Amazon.
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