2021
9
UK Small Domestic Appliances Market Report 2021
2021-01-27T03:01:47+00:00
OX989560
2995
133205
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Report
en_GB
“The small domestic appliances market remained resilient in the face of COVID-19 uncertainty in the past year. Although the rate slowed slightly, spending grew again, aided by the market’s pre-existing…

UK Small Domestic Appliances Market Report 2021

$ 2,995 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Small Domestic Appliances market including the behaviours, preferences and habits of the consumer.

COVID-19 disruption since March 2020 has seen the online channel gain in importance, as just 39% of consumers purchased in-store in 2020, down sharply from 49% in the previous year. As a result, online-only retailers have strengthened their hold on the market, with 46% of consumers purchasing from them in the past year. This was driven by Amazon (40%) – a standout winner from the COVID-19 disruption as it extended its lead in the market.

The market remained resilient, although growth slowed to 2.1% in 2020. However, alongside the fundamental shift in how consumers purchase appliances, this disruption has had a significant impact on the market. The announcement on 4 January 2021 of a national lockdown, is likely to see the continuation of the trends of the past year for, at least, the first few months of 2021.

Quickly understand

  • The impact of COVID-19 on the small domestic appliances market.
  • How this disruption will change demand in the short, medium and long-term.
  • Opportunities for retailers amid this disruption and extended periods inside.
  • The future of the purchasing journey for small domestic appliances.
  • The growing role of online-only retailers. The growing opportunity for wellbeing in the market.
  • How might the post-Brexit trade deal impact consumer spending.

Covered in this report

Products featured: vacuum cleaners, carpet cleaners, irons/handheld steamers, fans/heaters, air treatment appliances – purifiers, humidifiers, dehumidifiers, etc, toasters, sandwich makers, deep fat fryers, bread makers, table-top/health grills including raclettes, barbecue-style grills,  crêpe makers, etc, slow cookers, electric steamers/rice cookers, other electric table-top devices such as electric woks, plate warmers, mini-ovens, soup makers, jam makers, ice cream makers, etc, food preparation equipment – including food processors, handheld blenders, liquidisers, fixed-stand food mixers, handheld food mixers and mini-blenders/choppers, kettles – cordless or corded models, jug/coffee pot and traditional style and travel kettles, hot beverage makers – filter coffee machines, espresso/ cappuccino makers, combination filter/espresso/cappuccino machines, coffee percolators and electric tea makers, electrical kitchen gadgets – juicers, electric can openers, carving knives.

Brands included: Gtech, Vax, Dyson, SharkNinja, Nestle, Karcher, Jacobs Douwe Egberts, Brita Water Filter Systems, Sage Appliances, Beerwuld B V, Phillips, De’Longji, Tefal, Russel Hobbs, Breville, Bosch and many more.

Expert analysis from a specialist in the field

Written by Marco Amasanti, a leading analyst in the Retail sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The small domestic appliances market remained resilient in the face of COVID-19 uncertainty in the past year. Although the rate slowed slightly, spending grew again, aided by the market’s pre-existing maturity online and immediate opportunities amid extended periods inside, the uptake of new pastimes and a new focus on diet. Nonetheless, the unequal impact of this disruption has polarised demand in the marketplace, squeezing mid-market retailers as spending is divided between those limited to essentials and those upgrading as a result of this new demand.

Marco Amasanti
Retail Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Impact of the January lockdown and the vaccination rollout
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Continued growth despite COVID-19 disruption
      • Figure 1: Short, medium and long-term impact of COVID-19 on small domestic appliances, 6 January 2020
    • The market
    • Market size and forecast
      • Figure 2: Consumer spending on small domestic appliances, 2015-25
    • Post-Brexit trade could see some initial disruptions despite deal
    • Fans/heaters, food preparation and hot beverage appliances grow amid disruption
      • Figure 3: Estimated consumer spend on small domestic appliances, by segment, 2020
    • The growth of online-only operators raises questions for the future
      • Figure 4: Estimated channels of distribution, 2020
    • Companies and brands
    • Multichannel retailers innovate to bridge the gap between online and in-store
    • COVID-19 triggers a wave of air purifier innovation
    • Dyson and Bosch stand out at the top of the market
    • The consumer
    • COVID-19 has seen a fundamental shift in shopping behaviours
      • Figure 5: Changes to shopping behaviour, 8-16 December 2020
    • A nation of appliance lovers
      • Figure 6: Ownership of small domestic appliances, September 2020
    • Purchases hold as demand polarises
      • Figure 7: Small domestic appliance purchases in the last 12 months, September 2019 and 2020
    • Store browsing contracts with COVID-19
      • Figure 8: Browsing channel, September 2020
    • A year of unprecedented growth in online purchasing
      • Figure 9: Channel of purchase, September 2020
    • Online-only retailers steal a march in 2020
      • Figure 10: Retailers used for purchasing small domestic appliances in the last 12 months, 2019 and 2020
    • Space remains a major obstacle, but there remain overarching opportunities
      • Figure 11: Consumer attitudes towards small domestic appliances, September 2020
    • Extended periods inside and a renewed focus on health opens up new opportunities
      • Figure 12: Small domestic appliance shopping and COVID-19, September 2020
  3. Issues and Insights

    • The short-term impact from COVID-19
    • The longer-term impact from COVID-19
    • Appliance opportunities as health and wellbeing are bought into the home
  4. The Market – Key Takeaways

    • Although slowed by COVID-19, spending is set to grow in 2020
    • Uncertainty will polarise demand in the market
    • The growth of online-only operators raises questions for the future
  5. Market Size and Forecast

    • Continued growth despite COVID-19 disruption
      • Figure 13: Short, medium and long-term impact of COVID-19 on small domestic appliances, 6 January 2020
    • Although slowed by COVID-19, spending is set to grow in 2020
    • High online penetration eased initial disruption
    • Immediate opportunities amid extended periods inside
    • A polarisation of demand
    • Before steadily recovering speed from 2021
    • New opportunities moving forwards
    • COVID-19 will continue to polarise demand
    • Post-Brexit trade could see some initial disruptions despite deal
      • Figure 14: Consumer spending on small domestic appliances, 2015-25
      • Figure 15: Consumer spending on small domestic appliances, 2015-25
    • Market drivers and assumptions
      • Figure 17: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared 15 December 2020)
    • Learnings from the last recession
      • Figure 17: Consumer spending on small kitchen appliances, 2008-12
    • Forecast methodology
  6. Market Segmentation

    • Food preparation gains from the rise in cooking
    • Hot beverages and fans/heaters grow share
    • Vacuum cleaners spending tops £1 billion
      • Figure 18: Estimated consumer spend on small domestic appliances, by segment, 2020
      • Figure 19: Estimated consumer spend on small domestic appliances, by segment, 2020
  7. Channels of Distribution

    • Online pure players accelerate growth
    • Electrical specialists hold their own
    • Argos slips slightly but remains a favourite
    • Supermarkets come to the fore for essential purchases
    • Mixed goods fall as department stores falter
      • Figure 20: Estimated channels of distribution, 2020
  8. Market Drivers

    • The impact of the January 2021 lockdown
    • House moves stutter in mid-2020 with COVID-19
      • Figure 21: Monthly UK residential property transactions, January 2018-October 2020
    • Before recovering, aided by the temporary stamp duty holiday
    • Inflation holds stable, with the exception of coffee machines
      • Figure 22: Monthly CPIH, % growth on previous year, October 2019-20
    • Home cooking and baking surges with restrictions
      • Figure 23: Changes to home cooking, 26 March-16 April 2020
    • COVID-19 lockdown boosts demand for coffee systems
    • Christmas will be important, but disruption remains
      • Figure 24: What consumers give as Christmas gifts, December 2018, 2019 and 2020
      • Figure 25: Christmas spending intentions, October 2020
    • Uptake of credit falls amid uncertainty
      • Figure 26: Consumer credit excluding student loans, January 2018-October 2020
    • The UK agrees a late post-Brexit trade deal
  9. Companies and Brands – Key Takeaways

    • COVID-19 triggers a wave of air purifier innovation
    • Multichannel retailers innovate to bridge the gap online and in-store
    • Dyson and Bosch stand out at the top of the market
  10. Launch Activity and Innovation

    • Currys PC World rolls out ShopLive
      • Figure 27: Dixons Carphone, ShopLive, May 2020
    • COVID-19 triggers a wave of air purifier innovation
    • LG launches a wearable air purifier
      • Figure 28: LG PuriCare Wearable, September 2020
    • Texas-based group launches a portable, ‘smart’ air purifier
      • Figure 29: Airpool Smart Reindeer (portable), December 2020
    • AirTherapy: an air purifier using UV light technology
    • Amazon introduces the ‘Smart Oven’
      • Figure 30: Amazon Smart Oven, September 2019
    • Glowstone heated smart mugs
  11. Advertising and Marketing Activity

    • Adspend up 3.9% in 2019
      • Figure 31: Total above-the-line, online display and direct mail advertising expenditure on small domestic appliances, 2016-20
    • Gtech leads the market in 2019
      • Figure 32: Top 12 spenders on above-the-line, online display and direct mail advertising expenditure on small domestic appliances, 2016-20
    • TV dominates advertising
      • Figure 33: Total above-the-line, online display and direct mail advertising expenditure on small domestic appliances, by media type, 2016-20
    • Leaders favour TV, but strategies vary
      • Figure 34: Total above-the-line, online display and direct mail advertising expenditure on small domestic appliances, by advertiser & media type, 2020
    • A significant focus on cordless vacuums
    • Gtech champions its AirRam cordless vacuum cleaner
    • Vax advertises new Blade Range
    • Dyson emphasises its relentless innovation
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Dyson and Bosch stand out at the top
      • Figure 35: Attitudes towards and usage of selected brands, December 2020
    • Key brand metrics
      • Figure 36: Key metrics for selected brands, December 2020
    • Brand attitudes: Dyson stands out as the key innovator
      • Figure 37: Attitudes, by brand, December 2020
    • Brand personality: consumers turn to Russell Hobbs, Tefal and Breville for accessibility and value
      • Figure 38: Brand personality – Macro image, December 2020
    • Bosch is deemed a prestigious label
      • Figure 39: Brand personality – Micro image, December 2020
    • Brand analysis
    • Bosch makes a name for itself at the high-end of the market
      • Figure 40: User profile of Bosch, December 2020
    • Russell Hobbs a favourite entry-point at the lower end of the market
      • Figure 41: User profile of Russell Hobbs, December 2020
    • Dyson a cutting-edge, favourite brand
      • Figure 42: User profile of Dyson, December 2020
    • Tefal is good value and reliable, but lacks a stand-out quality
      • Figure 43: User profile of Tefal, December 2020
    • Breville offers good-value, but is deemed basic and outdated
      • Figure 44: User profile of Breville, December 2020
  13. The Consumer – Key Takeaways

    • A renewed COVID-19 anxiety due to further lockdowns
    • Purchases hold in a mixed year for small domestic appliances
    • Opportunities lie ahead
    • Online channel consolidates across the total purchasing journey
    • Online pure players extend their lead at the top
  14. Impact of COVID-19 on Consumer Behaviour

    • Concern has spiked as cases return
      • Figure 45: Extremely worried about exposure to COVID-19/coronavirus, 24 September-16 December 2020
    • A fundamental change in shopping behaviour
    • Older consumers lead the shift in behaviour
      • Figure 46: Changes in shopping behaviour, by age, 24 September-16 December 2020
    • 22% of consumers are spending less on the home…
      • Figure 47: Planned spend on home products in the coming month, 8-16 December
    • …but 14% are spending more
    • The sector could be buoyed by redirected spending
      • Figure 48: Consumers who expect to spend more on sector over the next month, 8-16 December
  15. Ownership of Small Domestic Appliances

    • A nation of appliance lovers
      • Figure 49: Ownership of small domestic appliances, September 2020
    • Coffee machines, juicers and blenders ownership peaks among younger, more affluent consumers
    • But this ownership could grow in the next year
      • Figure 50: Ownership of small domestic appliances, by age and socio-economic group, September 2020
    • Three quarters of consumers own five or more appliances
      • Figure 51: Repertoire of ownership of small domestic appliances, September 2020
  16. Purchases of Small Domestic Appliances

    • Two thirds made a purchase in the past year
      • Figure 52: Small domestic appliance purchases in the last 12 months, September 2019 and 2020
    • 36% purchase more than one appliance
      • Figure 53: Repertoire analysis of purchases, September 2020
    • Younger consumers drive new purchasing
      • Figure 54: Small domestic appliance purchases in the last 12 months, by age band, September 2020
    • Disruption has polarised demand
    • But also opened new opportunities
      • Figure 55: Purchases, by employment, September 2020
    • Kettles and vacuums top spending levels
      • Figure 56: Small domestic appliances spent most on, September 2020
  17. How They Browsed

    • Online dominates the total purchasing process
    • Laptops top browsing, but smartphone use is on the up
      • Figure 57: Browsing channel, September 2020
    • Older consumers more likely to browse in-store
      • Figure 58: Browsing channel, by age band, September 2020
  18. Channels of Purchase

    • A year of unprecedented online growth
      • Figure 59: Channel of purchase, September 2020
    • Net long term benefit for the online channel
    • Disruption sees a surge in mobile purchasing
      • Figure 60: Purchases by smartphone, by age, September 2020
    • Four in 10 consumers used multiple means of purchasing
      • Figure 61: Repertoire of channel of purchase, September 2020
  19. Retailers Used

    • Online-only retailers top spending in the past year
      • Figure 62: Retailers used for purchasing small domestic appliances, 2019 and 2020
    • Younger consumers favour online pure players
      • Figure 63: Retailers used for purchasing small domestic appliances, by age and socio-economic group, September 2020
    • Amazon extends its lead as the top retailer
      • Figure 64: Retailers used for purchasing small domestic appliances, 2019 and 2020
    • Online pure players lead in every product category
      • Figure 65: Retailers used, by purchases, September 2020
    • Four in 10 consumers shopped around
      • Figure 66: Repertoire of retailers used, 2020
  20. Attitudes in the Small Domestic Appliances Market

    • Space is a major issue for appliance ownership
    • Many consumers still value the store experience
      • Figure 67: Consumer attitudes towards small domestic appliances, September 2020
    • Two newer avenues for growth in appliances
      • Figure 68: Agreement with ‘sustainable domestic appliances are appealing’, by household income, September 2020
      • Figure 69: Agreement with ‘small domestic appliances with connected smart technologies are appealing’, by age band, September 2020
  21. Small Domestic Appliances and COVID-19

    • Extended periods inside open up new opportunities
      • Figure 70: Small domestic appliance shopping and COVID-19, September 2020
    • COVID-19 sees a renewed focus on health
      • Figure 71: Agreement with ‘I am more interested in health-boosting small domestic appliances now than before the outbreak’, by purchases, September 2020
    • A quarter of consumers turn to credit
  22. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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