2025
9
UK Small Domestic Appliances Market Report 2025
2025-12-05T12:03:01+00:00
REP34BD20F5_32D4_435C_AF73_9A309BE1E112
2195
189416
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Report
en_GB
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

Steven Mayles, Retail Analyst

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 AttributesDetails
Published DateDecember 2025
Data Range2019 – 2030
Measurement MetricsRevenue in £
Country FocusUnited Kingdom (UK)
Consumer Data2,000 internet users aged 16+, October 2025
Number of Pages50
Market SegmentationToasters, 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 CompaniesSharkNinja, Dyson, Vax, Marks Electrical, Back Market, Sodastream, iRobot, Tefal, Breville, Russell Hobbs, Lidl, and Amazon.
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  1. 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
  2. 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
  3. 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
  4. 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
  5. 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

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