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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
          • Figure 1: Total US sales and fan chart forecast of small kitchen appliances market, at current prices, 2013-23
        • The issues
          • Lack of need prevents purchasing
            • Figure 2: Select barriers to purchase, by small kitchen appliance, October 2018
          • Smaller living spaces limits ownership
            • Figure 3: Ownership of select small kitchen appliances, by urban area, October 2018
          • Older adults show little interest in trading up
            • Figure 4: Interest in select small kitchen appliances, any trial or interest (net), by age 55+, October 2018
          • The opportunities
            • Frequent usage of appliances can lead to shorter purchase cycles
              • Figure 5: Select attitudes and behaviors toward small kitchen appliances, October 2018
            • At-home food sales growth can boost small kitchen appliances sales
              • Figure 6: BEA food sales at home and away from home, January 2010-August 2018
            • Instant Pot benefits from convenience and social media
              • Figure 7: Select purchase influencers and select attitude toward small kitchen appliances, October 2018
            • What it means
            • The Market – What You Need to Know

              • Small kitchen appliances market continues slow growth
                • All segments experience gains, but small cooking appliances dominate
                  • Innovations may lessen need for cookware
                    • Population trends and at-home food sales impact market
                    • Market Size and Forecast

                      • Small kitchen appliances market continues slow, but steady growth
                        • Figure 8: Total US sales and fan chart forecast of small kitchen appliances market, at current prices, 2013-23
                        • Figure 9: Total US sales and forecast of small kitchen appliances, at current prices, 2013-23
                    • Market Breakdown

                      • All segments experience gains, but small cooking appliances dominate
                        • Figure 10: Total US retail sales of small kitchen appliances, by segment, at current prices, 2013-18
                    • Market Perspective

                      • Small kitchen appliance innovations may lessen need for cookware
                      • Market Factors

                        • Most US households are inside metropolitan areas
                          • Figure 11: US households by metropolitan status, 2000 and 2018
                        • An aging population can lead to market struggles
                          • Figure 12: Population aged 18 or older, by age, 2013-23
                        • At-home food sales encourage the small kitchen appliances market
                          • Figure 13: BEA food sales at home and away from home, January 2010-August 2018
                      • Key Players – What You Need to Know

                        • Multi-tasking appliances are a must; air fryers drive consumer interest
                          • Single-serve beverage makers cannibalize ownership of drip coffee
                            • Beverage makers are expanding; small appliances are shrinking
                            • What’s Happening?

                              • Multi-tasking appliances drive interest yet challenge other appliances
                                • Social media instrumental to success of Instant Pot
                                  • Figure 14: Mentions of Instant Pot vs. slow cookers on social media, Twitter and Instagram, November 2015-18
                                • Air Fryers are gaining traction
                                • What’s Struggling?

                                  • Single-serve beverage makers cannibalize ownership of drip coffee
                                    • Figure 15: Beverage appliance ownership, May 2012-June 2018
                                • What’s Next?

                                  • Single-serve beverage makers expand usage occasions
                                    • Figure 16: How to Use Theraflu PowerPods for Cold & Flu - The Convenient Kitchen, August 2018
                                  • Small kitchen appliances are becoming more compact
                                  • The Consumer – What You Need to Know

                                    • Ownership of cooking kitchen appliances is nearly universal
                                      • Most purchases made at mass merchandisers and online-only retailers
                                        • Lack of need prevents most small kitchen appliance purchases
                                          • Convenience is key, but positive customer reviews matter too
                                            • Most adults use their cooking appliances at least once a week
                                              • Consumers seek innovations that provide convenience
                                              • Ownership and Interest in Small Kitchen Appliances

                                                • Ownership of cooking kitchen appliances is nearly universal
                                                  • Figure 17: Ownership of small kitchen appliances, October 2018
                                                • Instant Pot is driving interest in the category
                                                  • Figure 18: Interest in owning small kitchen appliances, October 2018
                                                • Young adults are engaged but still building their kitchen inventory
                                                  • Figure 19: Ownership of select small kitchen appliances, by age, October 2018
                                                  • Figure 20: Interest in owning small kitchen appliances, by age, October 2018
                                                • Renters and urban adults report limited ownership, but express interest
                                                  • Figure 21: Ownership of select small kitchen appliances, by housing situation and area, October 2018
                                                  • Figure 22: Interest in owning select small kitchen appliances, by housing situation and area, October 2018
                                                • Hispanics express interest in variety of appliances
                                                  • Figure 23: Ownership of small kitchen appliances, by Hispanic origin, October 2018
                                                  • Figure 24: Interest in owning select small kitchen appliances, by Hispanic origin, October 2018
                                              • Retailers Shopped

                                                • Most purchases made at mass merchandisers and online-only retailers
                                                  • Figure 25: Retailers shopped, October 2018
                                                  • Figure 26: In-store vs online, October 2018
                                                • Older adults shop specialty, younger seek value
                                                  • Figure 27: Select retailers shopped, by age, October 2018
                                                  • Figure 28: Online vs in-store, by age, October 2018
                                              • Barriers to Purchase

                                                • A lack of need prevents most small kitchen appliance purchases
                                                  • Figure 29: Barriers to purchase, October 2018
                                                • Price prevents young adults from purchasing
                                                  • Figure 30: Select barriers to purchase any specialty appliances, pressure cooker, and toaster oven, by age, October 2018
                                                • Price and taste concerns are key barriers among Hispanics
                                                  • Figure 31: Select barriers to purchase single-serve beverage maker and any specialty appliances, by Hispanic origin, October 2018
                                              • Purchase Influencers

                                                • Convenience is key, but positive customer reviews matter too
                                                  • Figure 32: Purchase influencers, October 2018
                                                  • Figure 33: TURF Analysis – Purchase influencers, October 2018
                                                • Methodology
                                                  • Older adults seek convenience; recommendations influence young adults
                                                    • Figure 34: Select purchase influencers, by age, October 2018
                                                  • Urban dwellers seek space-saving appliances
                                                    • Figure 35: Select purchase influencers, by area, October 2018
                                                  • Hispanics are brand driven
                                                    • Figure 36: Select purchase influencers, by Hispanic origin, October 2018
                                                • Attitudes and Behaviors toward Small Kitchen Appliances

                                                  • Frequent usage of appliances is driven by convenience
                                                    • Figure 37: Attitudes and behaviors toward small kitchen appliances, October 2018
                                                  • Taste and health-related benefits motivate adults aged 25-44
                                                    • Figure 38: Select attitudes and behaviors toward small kitchen appliances, by age, October 2018
                                                  • Appliances motivate Hispanics to eat healthier meals
                                                    • Figure 39: Select attitudes and behaviors toward small kitchen appliances, by Hispanic origin, October 2018
                                                • Usage and Interest in Small Kitchen Appliance Innovations

                                                  • Consumers seek innovations that provide greater convenience
                                                    • Figure 40: Usage and interest in small kitchen appliance innovations, October 2018
                                                  • Adults aged 18-44 express interest in nearly all innovations
                                                    • Figure 41: Interest in select small kitchen appliances, any trial or interest (net), by age, October 2018
                                                  • Niche innovations capture attention of urban consumers
                                                    • Figure 42: Interest in small kitchen appliances, any trial or interest (net), by area, October 2018
                                                  • A range of innovations spark interest among Hispanics
                                                    • Figure 43: Interest in small kitchen appliances, any trial or interest (net), by Hispanic origin, October 2018
                                                • Appendix – Data Sources and Abbreviations

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

                                                                  • Figure 44: Total US sales and forecast of small kitchen appliances, at inflation-adjusted prices, 2013-23
                                                                  • Figure 45: Total US retail sales and forecast of small kitchen appliances, by segment, at current prices, 2013-23
                                                                  • Figure 46: Total US retail sales of small kitchen appliances, by segment, at current prices, 2016 and 2018
                                                                  • Figure 47: Total US retail sales and forecast of small cooking appliances, at current prices, 2013-23
                                                                  • Figure 48: Total US retail sales and forecast of food prep appliances, at current prices, 2013-23
                                                                  • Figure 49: Total US retail sales and forecast of beverage making appliances, at current prices, 2013-23
                                                                  • Figure 50: Total US retail sales of small kitchen appliances, by channel, at current prices, 2015 and 2017
                                                              • Appendix – The Consumer

                                                                  • Figure 51: Summary of bases for attitudes toward the kitchen and cooking-any agree, small kitchen appliance and beverage maker appliance ownership, April 2010- June 2018
                                                                  • Figure 52: Small kitchen appliance ownership, by select demographics, April 2017- June 2018
                                                                  • Figure 53: Beverage appliance ownership, by select demographics, April 2017- June 2018