Small Kitchen Appliances - US - January 2010
The small kitchen appliance (SKA) market has shown only modest growth from 2004-09, with sales falling as the recession has led consumers to cut back on non-essential spending. However, consumer interest in saving money with more at home cooking and fewer coffee-shop visits has buffered the market from steep sales declines. Interest in energy conservation and simpler, “green” living trends also spur interest in SKAs and may help drive further sales.
Exclusive consumer research into ownership and purchasing of SKAs is analyzed by key demographic groups (gender, age, household income and ethnicity) and also focuses on groups such as new buyers aged 18-34, moms and larger households. Research covers specific products owned and products consumers would like to buy. It hones in on specific product areas, including cooking devices and beverage makers. It examines the motivations for purchase, the overall purchase process and attitudes related to cooking and SKA features. It also addresses areas such as:
- Which groups own or intend to purchase the most SKAs? Which types of SKAs are most sought by consumers of different ages, genders and ethnicities?
- What motivated the purchase of their most recent SKA and which consumer groups are most likely to be first-time buyers, replacement buyers or drawn to new features?
- Which groups spend the most time cooking, and which prioritize healthy cooking, losing weight, trying new dishes or saving energy?
- What qualities and features (including style, design, space-saving, cordless, chef-recommended, and multi-functionality) are valued by different consumer groups?
- What amount of research do consumers undertake prior to purchase, and to what extent do they rely on websites, product reviews, flyers, catalogues and other sources?
- How many stores do they visit prior to purchase and what roles do “impulse buying” and special promotions play in the SKA purchase process?
- How important is brand recognition for different consumer groups?
- Which groups are cutting back on coffee drinks from coffee houses and which prefer espresso type drinks?
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