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.
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:Â 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.
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
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