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US Small Kitchen Appliances market report

Everything you need to make the right decisions

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

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

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. Non-electric coffeemakers, such as stovetop espresso/ cappuccino makers are excluded and not covered in The Consumer – What You Need to Know section.
  • This Report includes sales to consumers for household use and excludes products used in commercial/foodservice settings.

Expert analysis from a specialist in the field

Written by Rebecca Cullen, a leading analyst in the Household Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The small kitchen appliance market has grown from the year prior. Fluctuating sales within the beverage making appliance segment tempered market growth, though there are opportunities to accelerate the market. Leveraging media channels to showcase the newest models or features could help educate consumers on the increased value and convenience these appliances provide. Rebecca Cullen
Household Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Small kitchen appliance market outlook appears promising
            • Figure 1: Total US sales and fan chart forecast of small kitchen appliances, at current prices, 2012-22
          • The issues
            • Online key in research process, but some adverse to shopping it
              • Figure 2: Online research process, negative attitudes toward shopping online, October 2017
            • Cost tops the list of single-serve beverage makers pitfalls
              • Figure 3: Negative attitudes toward single-serve beverage makers, October 2017
            • The opportunities
              • Current usage habits present opportunities to trade up
                • Figure 4: Any small cooking appliance and beverage appliance ownership and usage, by age, October 2017
              • Utilize media outlets to educate consumers, showcase features
                • Figure 5: Media influencers, by age, parental status, October 2017
              • Focus on convenience to encourage increased spend
                • Figure 6: Willingness to pay for innovations, October 2017
              • What it means
              • The Market – What You Need to Know

                • Market maintains steady growth
                  • Perception and benefits of cooking benefit the market
                    • Growth in spend on food in- and out-of-home
                    • Market Size and Forecast

                      • Small cooking appliances give market a boost
                        • Figure 7: Total US sales and fan chart forecast of small kitchen appliances, at current prices, 2012-22
                        • Figure 8: Total US retail sales and forecast of small kitchen appliances, at current prices, 2012-22
                    • Market Breakdown

                      • Cooking appliances see growth, beverage appliance segment stabilizes
                        • Figure 9: Total US retail sales of small kitchen appliances, by segment, at current prices, 2012-17
                    • Market Perspective

                      • Increased positivity toward kitchen and cooking
                        • Figure 10: Attitudes toward the kitchen and cooking, any agree, April 2009 – May 2017
                      • The pursuit of healthier living is ongoing
                        • Living location drives interest in compact appliance designs
                          • Figure 11: Ownership and usage of select small kitchen and beverages (currently own and use), by living location, October 2017
                        • Could the crack down on sugar benefit carbonated beverage makers?
                        • Market Factors

                          • Population growth, particularly in adults 25-44, is favorable for market
                            • Figure 12: Population aged 18 or older, by age, 2012-22
                          • Stabilizing birthrate benefits category
                            • Figure 13: Households, by presence of related children, 2006-16
                          • Adults spending more on food in- and out-of-home
                            • Figure 14: Food sales at home and away from home, August 2003-17
                        • Key Trends – What You Need to Know

                          • Brands reach consumers via media, meal kits
                            • Small cooking appliance trends: make cooking effortless
                              • Beverage appliance segment sees slight rebound
                                • Smart small kitchen appliances expanding
                                • What We’re Seeing

                                  • Media, meal kits reach younger consumers
                                    • Copper ceramic coating penetrates small kitchen appliance market
                                      • One pot cooking appeals to busy, health-conscious consumers
                                        • Sous vide turns novice chefs into experts
                                        • What’s Struggling?

                                          • Beverage maker manufacturers attempt to reverse segment struggles
                                            • Figure 15: Total US retail sales of beverage making appliances, at current prices, 2012-17
                                          • Drip coffeemakers add new features
                                            • Meanwhile, Keurig attempts to convert drip coffee drinkers
                                              • Figure 16: Keurig Brew the Love campaign ad, October 5, 2017
                                            • Gourmia introduces multi capsule unit
                                              • SodaStream partners with fitness and nutrition expert
                                                • Other retailers stealing share from department stores, warehouse clubs
                                                  • Figure 17: Total US retail sales of small kitchen appliances, by channel, at current prices, 2015 and 2017
                                              • What’s Next?

                                                • Assistants, smart features help home cooks
                                                  • Unique designs could stand out in crowded market
                                                  • The Consumer – What You Need to Know

                                                    • Universal household penetration of appliances, lapsed usage low
                                                      • Online is key in research process
                                                        • Some reservations about online shopping
                                                          • Media could encourage purchase for one quarter of consumers
                                                            • Cost the biggest hindrance to owning single-serve beverage maker
                                                              • Innovations that add convenience, save time most valuable
                                                              • Cooking and Beverage Appliance Ownership and Usage

                                                                • Lapsed usage low for most small kitchen appliances
                                                                  • Figure 18: Cooking and beverage appliance ownership and usage, October 2017
                                                                • Adults aged 35-54, parents get the most use of their appliances
                                                                  • Figure 19: Ownership and usage of select small kitchen and beverage appliances (currently own and use), by age, parental status, October 2017
                                                                • Hispanics over index on specialized appliances
                                                                  • Figure 20: Ownership and usage of select small kitchen and beverage appliances (currently own and use), by Hispanic origin, October 2017
                                                              • Research/Purchase Process

                                                                • Online beats out in-person research
                                                                  • Figure 21: Research/purchase process, October 2017
                                                                • Young adults, parents utilize multiple tools for research
                                                                  • Figure 22: Research/purchase process, by age, parental status, October 2017
                                                                • In-store research important among Hispanics
                                                                  • Figure 23: In-store research/purchase process, by Hispanic origin, October 2017
                                                              • Attitudes toward Shopping Online

                                                                • Fear and skepticism hinder potential online buyers
                                                                  • Figure 24: Attitudes toward shopping online, October 2017
                                                                • Men view buying online more favorably
                                                                  • Figure 25: Attitudes toward shopping online, by gender, October 2017
                                                                • In-person experience important to older adults
                                                                  • Figure 26: Attitudes toward shopping online, by age, October 2017
                                                              • Influencers

                                                                • Replacement drives purchase, though media has influence
                                                                  • Figure 27: Influencers, October 2017
                                                                • Younger adults, parents more influenced by media and online
                                                                  • Figure 28: Select influencers, by age, October 2017
                                                                  • Figure 29: Online influencers, by parental status, October 2017
                                                              • Attitudes toward Single-serve Beverage Makers

                                                                • Single-serve beverage makers cannibalizing ownership of drip coffee…
                                                                  • Figure 30: Small kitchen appliance and beverage maker appliance ownership, April 2009-May 2017
                                                                • …but there are barriers to overcome
                                                                  • Figure 31: Attitudes toward single-serve beverage makers, October 2017
                                                                • Price, brew-size could be barriers for ownership among older adults
                                                                  • Figure 32: Attitudes toward single-serve beverage makers, by age, October 2017
                                                                • Trade in to trade up: young adults willing to upgrade beverage maker
                                                                  • Figure 33: Attitudes toward replacing or upgrading single-serve beverage makers, by age, October 2017
                                                              • Willingness to Pay for Innovations

                                                                • Convenience features could encourage increased spend
                                                                  • Figure 34: Willingness to pay for innovations, October 2017
                                                                • Younger adults, parents drive interest in the newest features
                                                                  • Figure 35: Interest and willingness to pay for innovations, by age, parental status, October 2017
                                                                • Hispanics express interest in range of innovations
                                                                  • Figure 36: Interest and willingness to pay for innovations, by Hispanic origin, October 2017
                                                              • Appendix – Data Sources and Abbreviations

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

                                                                                • Figure 37: Total US retail sales and forecast of small kitchen appliances, at inflation-adjusted prices, 2012-22
                                                                                • Figure 38: Total US retail sales and forecast of small kitchen appliances, by segment, at current prices, 2012-22
                                                                                • Figure 39: Total US retail sales of small kitchen appliances, by segment, at current prices, 2015 and 2017
                                                                                • Figure 40: Total US retail sales and forecast of small cooking appliances, at current prices, 2012-22
                                                                                • Figure 41: Total US retail sales and forecast of food prep appliances, at current prices, 2012-22
                                                                                • Figure 42: Total US retail sales and forecast of beverage making appliances, at current prices, 2012-22
                                                                                • Figure 43: Total US retail sales of small kitchen appliances, by channel, at current prices, 2015 and 2017
                                                                            • Appendix – The Consumer

                                                                                • Figure 44: Summary of bases for Attitudes toward the kitchen and cooking, any agree, small kitchen appliance and beverage maker appliance ownership, April 2009- May 2017
                                                                                • Figure 45: Small kitchen appliance ownership, by select demographics, April 2016- May 2017
                                                                                • Figure 46: Beverage appliance ownership, by select demographics, April 2016- May 2017
                                                                                • Figure 47: Social media usage, by age, parental status, October 2017