“Despite the economic gloom that has shrouded consumers in the last five years we have seen significant demand for coffee machines and food mixers. People’s love affair with good coffee stemmed from enjoying their coffee shop experiences and now they want to create coffee shop quality at home. And, what may have begun as a response to a rising need to be thriftier with the food budget has become a kitchen craft, as people want to create the indulgent treats they see on programmes like the Great British Bakeoff.”
– Jane Westgarth, Senior Retail Analyst
Some questions answered in this report include:
- Will the trend for café-quality coffee at home continue to drive demand for coffee makers?
- What features encourage people to pay extra when buying a coffee maker?
- Are people worried about the energy their small kitchen appliances use?
- What role does style play in shaping demand for small kitchen appliances?
- Is brand a deciding factor for small kitchen appliances?
Since 2008 the economy has been tough and consumers have seen their personal disposable income decline in real terms. Yet, small kitchen appliances have fared relatively well thanks to many households regarding some as a ‘must-have’ necessity – people will replace kettles and toasters straight away if they break down. Innovation and strong branding by suppliers has also helped to drive demand for added-value appliances, allowing them to compete with own-label basics. We have seen particularly strong demand for kitchen appliances (food mixers, food processors) and good quality coffee makers. People want to be able to create restaurant-quality dishes, high quality baked goods and coffee shop-quality coffee in their own homes.
Small kitchen appliances include:
- 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, hand-held blenders, liquidisers, fixed-stand food mixers, hand-held 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, etc.