UK Small Kitchen Appliances, 2019-2024

UK Small Kitchen Appliances, 2019-2024

  • March 2019 •
  • 82 pages •
  • Report ID: 5773573 •
  • Format: PDF
UK Small Kitchen Appliances, 2019-2024

Summary
After a difficult time following the declining popularity of the Nutribullet, the Small Kitchen Appliances (SKA) market is now on the road to recovery with the market set to return to the peak reached in 2015, within the next two years. Since 2018, the market has returned to growth, driven by retailers such as Aldi that have helped to bolster accessibility by offering cheap coffee pods.

Online penetration within small kitchen appliances is lower than that of the overall electricals market, with online spend driven by big ticket categories such as major kitchen appliances. Nevertheless, Small Kitchen Appliances (SKA) online expenditure continues to grow ahead of the offline channel as retailers improve their online capabilities.

Online retailer, Amazon and predominantly online electricals specialist, Appliances Direct are growing their share of the small kitchen appliances market. This comes as consumers have greater awareness of both retailers within Small Kitchen Appliances (SKA) and as more shoppers feel comfortable purchasing online.

There is tight competition among the three leading retailers with only 1.1 percentage points between the market leader Argos and third place retailer Dixons Carphone, in terms of Small Kitchen Appliances (SKA) market share. Discounters and value focused retailers are also growing market share with consumers looking for better value for money.

Penetration is highest among new home owners with 25-34 year olds possessing the highest penetration across all Small Kitchen Appliances (SKA) categories. These shoppers are purchasing appliances for their home for the first time, and while price is important, design and style elements are key areas that retailers must focus on to drive appeal.

This demand for trend-led items at affordable prices is also impacting which brands are purchased with retailer own-brand being the most purchased by consumers, with 22.7% of Small Kitchen Appliances (SKA) shoppers buying these items. These products have the best conversion rate at 89.4% and their popularity highlights how important price is when choosing which brands to purchase.

The "UK Small Kitchen Appliances, 2019-2024", report offers comprehensive insight and analysis of the UK Small Kitchen Appliances market (including forecasts up to 2024), the major players, the main trends, and consumer attitudes.

It provides in-depth analysis of the following: the hot issues impacting the market, strategies for success, market sizes and forecasts, retailer profiles, retailer market shares, consumer data and future outlook. The report focuses on kettles & hot beverage makers, electrical kitchen gadgets, toasters & sandwich makers, small table top cooking appliances and food preparation appliances.

Scope
- Online penetration within small kitchen appliances is lower than that of the overall electricals market, with online spend driven by big ticket categories such as major kitchen appliances.
- There is stiff competition among the three leading retailers with only 1.1 percentage points between the market leader Argos and third place retailer Dixons Carphone, in terms of SKA market share.
- Penetration of SKA is highest among new home owners with 25-34 year olds possessing the highest penetration across all small kitchen appliances categories.

Reasons to buy
- Learn how new home owners are driving purchases in the small kitchen appliances market to better target this demographic with design-led products
- Identify opportunities for own-brand expansion and which brands to stock with our brand conversion data to see what brands should be stocked to appeal to shoppers
- Use our in-depth analysis of the leading retailers in small kitchen appliances in order to understand how to appeal shoppers and remain competitve in the market.
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