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Description

Description

Covered in this report

This report covers small kitchen appliances, including electrical appliances for cooking, food preparation and beverage making. For the purpose of this report, Mintel has segmented the small kitchen appliance market as follows:


  • Small cooking appliances – Products designed for tabletop cooking, heating or reheating food including toasters/toaster ovens, deep fryers, slow cookers, roaster ovens, tabletop convection ovens, indoor grills, electric griddles and skillets, rice cookers, electric pressure cookers, popcorn makers, treat makers. Microwave ovens are excluded.
  • Food preparation appliances – Appliances used to prepare food prior to cooking or in lieu of cooking, including food processors, stand mixers, blenders, choppers and electric knife sharpeners.
  • Beverage making appliances – Products used to make beverages including drip coffeemakers, single-serve and espresso coffeemakers, electric kettles, juice extractors and citrus juicers. Carbonated beverage makers are excluded from the market size but are discussed in The Consumer section. Nonelectric coffeemakers, such as stovetop espresso/ cappuccino makers are excluded and not covered in The Consumer section.

"Small kitchen and beverage making appliances have near total market penetration, with 99% of adults owning at least one appliance. While a strong, steady consumer base provides a solid foundation, long purchase cycles challenge the category from experiencing significant sales growth. In 2019, total US retail sales are expected to reach $6.5 billion. Looking ahead, Mintel predicts the category will see a slight uptick in growth rate, rising 10% from 2019-24, reflecting a shift toward broader acceptance of smart appliances and compact versions that meet the evolving needs of smaller and single-member households."

– Shannon Romanowski, Director of Research

This report examines the following issues:

  • Maximize reach through price plus features and recommendations
  • In-store purchases dominate; mass merchandisers are go-to channel

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Slow, stable growth
            • Figure 1: Total US sales and fan chart forecast of small kitchen appliances, at current prices, 2014-24
          • Majority of adults own 5+ small kitchen appliances
            • Figure 2: Repertoire of cooking and beverage appliance ownership, October 2019
          • Daily use of small kitchen appliances is prevalent
            • Figure 3: Behaviors toward usage of small kitchen appliances – Yes responses, October 2019
          • Top takeaways
            • Maximize reach through price plus features and recommendations
              • Figure 4: TURF analysis – Influence trial, October 2019
            • In-store purchases dominate; mass merchandisers are go-to channel
              • Figure 5: Retailers shopped, October 2019
            • Key trends
              • Healthy eating trends impact ownership and usage
                • Figure 6: Use small kitchen appliances to eat healthily and rely on social media – Yes responses, October 2019
              • Make small kitchen appliances “smarter” in design and tech
                • Figure 7: Attitudes toward smart small kitchen appliances, October 2019
              • Subscription/rental services could drive engagement
                • Figure 8: Select attitudes toward small kitchen appliances, October 2019
              • What it means
              • The Market – What You Need to Know

                • Market growth is slow but steady
                  • Meal prep trends fuel demand
                    • Convenience of foodservice at home
                      • Increases in at-home food spend help market
                        • Consumers feel confident spending more
                          • Shifts in population and household composition impact market
                          • Market Size and Forecast

                            • Incremental growth gives way to slightly stronger future sales
                              • Figure 9: Total US sales and fan chart forecast of small kitchen appliances, at current prices, 2014-24
                              • Figure 10: Total US sales and forecast of small kitchen appliances, at current prices, 2014-24
                          • Market Breakdown

                            • Food prep appliances contribute to category growth
                              • Figure 11: Sales of small kitchen appliances, by segment, 2017-19
                            • Discount stores account for largest share of market
                              • Figure 12: Total US retail sales of small kitchen appliances, by channel, at current prices, 2017 and 2019
                          • Market Perspective

                            • Infrequent home cooks challenge the category
                              • Figure 13: Cooking frequency, August 2019
                            • Prepared foods represent growing threat to at-home cooking
                            • Market Factors

                              • Impact of food spending has mixed results
                                • Figure 14: BEA food sales at home and away from home, January 2010-June 2019
                              • Consumer confidence could boost spend
                                • Figure 15: Consumer Sentiment Index, January 2007-October 2019
                              • Shifts in population by age pose challenge to market
                                • Figure 16: Population aged 18 or older, by age, 2014-24
                              • Fewer family households negatively impacts market
                                • Figure 17: Households by presence of related children, 2008-18
                            • Key Players – What You Need to Know

                              • Small kitchen appliances help users cook healthy meals
                                • Influencers impact market with product reviews and recommendations
                                  • Urban dwellers less engaged in market
                                    • Smart tech on deck to drive sales
                                      • Growth in online shopping and subscription/rental opportunity
                                      • What’s Happening

                                        • Small kitchen appliances tap health trends
                                          • Leveraging social media influencers
                                            • Figure 18: Purchase influencers, October 2019
                                        • What’s Struggling

                                          • Urban dwellers own fewer small kitchen appliances
                                            • Figure 19: Repertoire of cooking and beverage appliance ownership, by area, October 2019
                                          • Living trends shift toward urban environments
                                            • Figure 20: US households by metropolitan status, 2000 and 2018
                                          • Growing demand for compact, multifunctional designs
                                          • What to Watch

                                            • Smart small kitchen appliances have room to grow
                                              • Figure 21: Actual and desired cooking times – Dinner, August 2019
                                              • Figure 22: Attitudes toward smart small kitchen appliances, October 2019
                                            • Online shopping poised for growth
                                              • Figure 23: Online vs in-store purchase, October 2019
                                            • Subscription/rental services could drive engagement
                                                • Figure 24: Select attitudes toward small kitchen appliances, October 2019
                                            • The Consumer – What You Need to Know

                                              • Versatility and convenience drive usage
                                                • Most adults own coffeemakers
                                                  • Single-serve beverage makers are expensive; replacement driven by need
                                                    • Consumers shop mass retailers for small kitchen appliances
                                                      • A sales event can influence purchase
                                                        • Small kitchen appliances are used nearly every day
                                                          • Quality features more important than design aesthetics
                                                          • Ownership and Usage of Small Kitchen Appliances

                                                            • Several small appliances are staples in the kitchen
                                                              • Figure 25: Ownership of small kitchen appliances, October 2019
                                                            • Ownership translates to strong use of most small kitchen appliances
                                                              • Figure 26: Usage of small kitchen appliances, October 2019
                                                            • Majority of adults own 5+ cooking and beverage appliances
                                                              • Figure 27: Repertoire of cooking and beverage appliance ownership, October 2019
                                                            • Adults aged 35+ own a range of appliances, younger adults building inventory
                                                              • Figure 28: Ownership of select small kitchen appliances, by age, October 2019
                                                            • Parents own appliances that offer convenient food prep solutions
                                                              • Figure 29: Ownership of select small kitchen appliances, by parental status, October 2019
                                                          • Ownership and Usage of Beverage Making Appliances

                                                            • Coffeemakers retain broad ownership but have hit plateau
                                                                • Figure 30: Ownership of beverage making appliances, October 2019
                                                              • Owners of beverage makers are highly likely to use their appliance
                                                                • Figure 31: Usage of beverage making appliances, October 2019
                                                              • Single-serve appliances popular among 35-44s, parents
                                                                • Figure 32: Ownership of beverage making appliances, by age, parental status, October 2019
                                                            • Attitudes toward Single-Serve Beverage Makers

                                                              • Single-serve beverage makers may be price prohibitive
                                                                • Replacement is driven by need rather than preference
                                                                  • Figure 33: Attitudes toward single-serve beverage makers, October 2019
                                                                • Younger adults feel value-added features are worth the price
                                                                  • Figure 34: Attitudes toward single-serve beverage makers, by age, parental status, October 2019
                                                              • Retailers Shopped

                                                                • Most small kitchen appliances purchased at a mass merchandiser
                                                                  • Online-only retailers gain momentum
                                                                    • Figure 35: Retailers shopped, October 2019
                                                                  • Highly engaged users still buy from mass merchandisers
                                                                    • Figure 36: Retailers shopped, by repertoire of cooking and beverage appliance usage, October 2019
                                                                  • Majority of consumers shop for small kitchen appliances in-store
                                                                    • Figure 37: Online vs in-store purchase, October 2019
                                                                  • Inexperience with category drives in-store purchase
                                                                    • Figure 38: Online vs in-store purchase, by age, October 2019
                                                                • Purchase Influencers

                                                                  • Promotional pricing drives purchase
                                                                    • Figure 39: Purchase influencers, October 2019
                                                                  • Avid users of small kitchen appliances highly influenced by performance
                                                                    • Figure 40: Purchase influencers, by repertoire of cooking and beverage appliance usage, October 2019
                                                                  • Younger adults are influenced by reviews and recommendations
                                                                    • Figure 41: Select purchase influencers, by age, October 2019
                                                                  • Parents seek multifunctional appliances and smart tech
                                                                    • Figure 42: Select purchase influencers, by parental status, October 2019
                                                                  • Maximize reach with value and performance
                                                                    • Figure 43: TURF analysis – Influence trial, October 2019
                                                                    • Figure 44: Table – TURF analysis – Influence trail, October 2019
                                                                  • Methodology
                                                                  • Behaviors toward Small Kitchen Appliances

                                                                    • Daily use of small kitchen appliances is widespread
                                                                      • Figure 45: Behaviors toward small kitchen appliances – Yes responses, October 2019
                                                                    • Young adults are highly engaged small appliance owners
                                                                      • Figure 46: Behaviors toward small kitchen appliances – Yes responses, by age, October 2019
                                                                    • Hispanics use small kitchen appliances to help them eat healthily
                                                                      • Figure 47: Behaviors toward small kitchen appliances – Yes responses, by Hispanic origin, October 2019
                                                                    • Parents seek convenient and healthy meal options with SKA
                                                                      • Figure 48: Behaviors toward small kitchen appliances – Yes responses, by parental status, October 2019
                                                                  • Attitudes toward Small Kitchen Appliances

                                                                    • Small kitchen appliance owners seek quality over design
                                                                      • Figure 49: Attitudes toward small kitchen appliances, October 2019
                                                                    • Affluent, younger adults willing to invest in high-end appliances
                                                                      • Figure 50: Attitudes toward small kitchen appliances, by age and income, October 2019
                                                                    • Hispanics seek premium, technology-forward appliances
                                                                      • Figure 51: Attitudes toward small kitchen appliances, by Hispanic generation and Hispanic origin, October 2019
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Sales data
                                                                        • Fan chart forecast
                                                                          • Consumer survey data
                                                                            • Abbreviations and terms
                                                                              • Abbreviations
                                                                              • Appendix – The Market

                                                                                  • Figure 52: Total US sales and forecast of small kitchen appliances, at inflation-adjusted prices, 2014-24
                                                                                  • Figure 53: Total US sales and forecast of small kitchen appliances, by segment, at current prices, 2014-24
                                                                              • Appendix – The Consumer

                                                                                  • Figure 54: Ownership of coffee/beverage making appliances – Simmons, Spring 2015-19
                                                                                  • Figure 55: Ownership of small kitchen appliances – Simmons, Spring 2015-19

                                                                              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 tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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