This report provides comprehensive and current information and analysis of the US Small Kitchen Appliances market including US Small Kitchen Appliances market size, anticipated market forecast, relevant market segmentation, and industry trends for the Small Kitchen Appliances market in the US.

Current market landscape

Consumers developed new home-based cooking and drinking behaviors and routines over the course of the pandemic, lifting engagement and spend in the small kitchen appliance category. These items became integral in supporting consumers functionally (ie cooking, baking) and emotionally (ie a creative outlet), an accomplishment that few home items can achieve. Yet the slow return to out-of-home lifestyles coupled with cooking fatigue will challenge the market.

Future trends in small kitchen appliances market demand

Understanding how consumers are evolving their lifestyles and approach to shopping for small kitchen appliances will be crucial for brands and retailers to understand as we move into the future.

Read on to discover more about the US Small Kitchen Appliances consumer market, read our US Cookware Market Report 2021, or take a look at our other House and Home Market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the small kitchen appliance market size.
  • Small kitchen appliance purchase triggers.
  • Consumers’ approach to shopping the category.
  • The opportunities and challenges for single-serve beverage makers.
  • United States Small Kitchen Appliances Market

Covered in this report

Brands include: Keurig, KitchenAid, Tovala, De’Longhi, Instagram, NutriBullet, Instant Pot, Vitamix, Botrista, Sur La Table.

Expert analysis from a specialist in the field

This report, written by Rebecca Watters, a leading analyst in the Household and Health sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The COVID-19 pandemic afforded small kitchen appliance brands across the board an unparalleled opportunity to prove their worth as consumers’ time at home led to increased cooking and willingness to invest in their spaces. Yet these levels of elevated engagement are not permanent, especially amid cooking fatigue and as consumers spend more time outside of the home in 2022. For manufacturers and retailers alike, the key will be striking a balance between convenience and experience.

Rebecca Watters, Senior Household Care Analyst
Rebecca Watters
Associate Director of Household and Health

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
            • Economic and other assumptions
              • COVID-19: US context
              • Executive Summary

                  • Top takeaways
                    • Impact of COVID-19 on small kitchen appliances
                      • Figure 1: Short-, medium- and long-term impact of COVID-19 on small kitchen appliances, 2021
                    • Opportunities and challenges
                      • Spending on food at home remains elevated, supporting category participation
                        • Replacement underpins sales, yet window of opportunity for upgrades
                          • Consumers need reassurance but prefer their own research
                            • Figure 2: Small kitchen appliance shopping behavior, 2021
                          • Digital transformation breeds opportunities for retail
                          • The Market – Key Takeaways

                            • Homeownership, work trends present opportunities
                              • Rising cost of food set to impact category participation
                              • Market Factors

                                • Financial situations divided, yet balanced
                                  • Remote work is here to stay
                                    • Supply chain kinks create shortages
                                      • Spending on food at home remains elevated, yet increasing food prices could change that
                                        • Figure 3: Sales of food at home and away from home, 2010-21
                                      • Home ownership trends present promotional opportunities
                                        • Figure 4: Likelihood of home purchase, by generation, 2021
                                    • Companies and Brands – Key Takeaways

                                      • Appliance manufacturers evolve to meet lifestyle changes and needs
                                        • Elevate the retail experience, digital and in-person
                                          • Connect with consumers on emotional level with relatable messaging
                                          • Competitive Strategies

                                            • Keurig evolves to improve the coffee experience
                                              • Figure 5: Keurig K-Supreme Plus Brewer, 2020
                                            • Brands embrace aesthetic trends
                                              • Figure 6: Kitchenaid new color launch, 2021
                                            • Meal subscription services: friend or foe?
                                                • Figure 7: Tovala, 2021
                                              • Small kitchen appliance innovation encroaches on major appliances
                                              • Market Opportunities

                                                • Create transcendent retail
                                                  • Companies must go beyond the transaction
                                                    • From creativity and exploration, to just being okay
                                                      • Evolve with dietary needs and preferences
                                                        • Watch for automation
                                                          • Small cooking and prep appliances
                                                              • Figure 8: Vitamix foodcycler, 2021
                                                            • Single-serve beverage makers
                                                              • Figure 9: Botrista, 2020
                                                          • The Consumer – Key Takeaways

                                                            • Convenience-forward appliances see uptick in ownership
                                                              • Replacement provides steady sales base
                                                                • Shoppers rely on multiple resources to reaffirm purchase decisions
                                                                  • Convenience motivates shopping at mass, but opportunities exist online
                                                                    • Focus on simplicity and creativity to sustain engagement
                                                                      • Beverage appliance manufacturers should focus on the at-home barista
                                                                      • Small Kitchen Appliance Ownership

                                                                        • Trend- and convenience-forward cooking appliances see pandemic lift
                                                                          • Figure 10: Small kitchen appliance ownership, 2019 and 2021
                                                                          • Figure 11: Small kitchen appliance planned purchases, 2021
                                                                        • Homeowners have more room for nonessentials, yet renters in the market
                                                                          • Figure 12: Repertoire of cooking and beverage appliance ownership, by primary residence, 2021
                                                                          • Figure 13: Repertoire of cooking and beverage appliance future purchase, by primary residence, 2021
                                                                        • Focus on cooking as shared activity
                                                                          • Figure 14: Select small kitchen appliance planned purchases, by parental status, 2021
                                                                      • Small Kitchen Appliance Purchase Motivators

                                                                        • Replacement remains key purchase driver; incentivize impulse purchases
                                                                          • Figure 15: Small kitchen appliance purchase motivators, 2021
                                                                        • Upgrades occur when established
                                                                          • Figure 16: Small kitchen appliance purchase motivators, by age, 2021
                                                                        • Urbanites display more reasons to buy
                                                                          • Figure 17: Small kitchen appliance purchase motivators, by living location, 2021
                                                                      • Small Kitchen Appliance Shopping Behavior

                                                                        • Shoppers supplement sales assistance with their own research
                                                                          • Figure 18: Small kitchen appliance shopping behavior, 2021
                                                                        • Social content can fuel commerce among young adults
                                                                          • Figure 19: Sur La Table shoppable Instagram post, 2021
                                                                        • Digital tools and showrooms will reassure urbanites
                                                                          • Figure 20: Small kitchen appliance shopping behavior, gender and age, living location, 2021
                                                                      • Small Kitchen Appliance Purchase Location

                                                                        • Convenience prompts retailer choice
                                                                          • Figure 21: Small kitchen appliance purchase location, any purchase in-store or online, 2021
                                                                        • In-store shopping is preferred, but consumers sticking around online
                                                                          • Figure 22: Small kitchen appliance purchase location, 2021
                                                                        • Younger men interested in alternative purchase options
                                                                          • Figure 23: Small kitchen appliance purchase location – Second-hand retailer/consignment store, any purchase in-store or online, by gender and age, 2021
                                                                      • Attitudes toward Small Kitchen Appliances

                                                                        • Fuel creativity in the kitchen and combat cooking fatigue
                                                                            • Figure 24: Attitudes toward small kitchen appliances, 2021
                                                                          • Larger households find greatest value in connectivity
                                                                            • Figure 25: Select attitudes toward small kitchen appliances, by household size, 2021
                                                                        • Attitudes toward Single-Serve Beverage Makers

                                                                          • Focus on at-home coffee experimentation to combat challenges
                                                                            • Look at the big picture to increase eco-standing
                                                                              • Figure 26: Attitudes toward single-serve beverage makers, 2021
                                                                            • Experiences can demonstrate value of beverage makers
                                                                              • Figure 27: Select attitudes toward single-serve beverage makers, by age and income, 2021
                                                                          • Appendix – Data Sources and Abbreviations

                                                                            • Data sources
                                                                              • Sales data
                                                                                • Consumer survey data
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations

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