Small Kitchen Appliances - US - January 2007

SUMMARY

Abstract

In this report, Mintel provides a wealth of data for understanding which segments (and suppliers) are flourishing in the competitive global market for small kitchen appliances. In addition to including market size information from 2000-07, this report has an extremely thorough segmentation of the market. The seven-year data spread for 11 segments over the same period includes:

• Blenders
• Coffeemakers (and espresso machines)
• Kitchen gadgets
• Food processors
• Food preparation appliances
• Toasters and toaster ovens
• Tabletop grills
• Breadmakers
• Slow cookers
• Deep fryers
• Other tabletop cooking appliances.

Mintel also analyzes consumer behavior in the small kitchen appliances market, gleaning insights from both Simmons data and data from Mintel

TABLE OF CONTENTS

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Food preparation
• Tabletop cooking
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Snapshot of the market
• Principal factors driving the small kitchen appliance market
• Consumer research findings
• Who owns and purchases small kitchen appliances
• The purchase decision
• What the future holds
• Market Drivers
• Widening gap between high- and low-income households
  • Figure 1: Number of households per income group, 2000 and 2005
  • Figure 2: Graph: Share of households per income group, 2000-05
• Homeowners are most likely to own many SKAs
  • Figure 3: U.S. home ownership, 1999-2006
• Home sales drop in 2006
  • Figure 4: Existing and new home sales and new housing starts (single-unit, privately owned homes), 1999-2006
• 25-34s represent 42% of first-time home buyers
  • Figure 5: Home moves, purchase of new home and first home ownership, by age and marital status, 2006
• Remodeling market largely untapped
  • Figure 6: Spending for residential improvements, at current and constant prices, 1999-2006
  • Figure 7: Graph: Spending for residential improvements, at current and constant prices, 1999-2006*
• Women in the workforce means less time for cooking
  • Figure 8: Women in the U.S. workforce, 1999-2006
  • Figure 9: Cooking for fun, by gender, 2006
• Number of larger households decreases
  • Figure 10: U.S. households, by size, March 2006
  • Figure 11: Graph: U.S. households, by size, March 2006
  • Figure 12: Small kitchen appliance ownership, by size of household, 2006
• Population trends and projections
• Age
  • Figure 13: U.S. population, by age, 2001-11
• Generation
  • Figure 14: U.S. population, by generation, 2001-11
• Race and Hispanic Origin
  • Figure 15: U.S. population, by race and Hispanic origin, 2001-11
• Replacement cycles
  • Figure 16: Life-expectancy of cooking appliances, and units to be replaced, 2006 and 2007
• Market Size and Trends
• Overview
  • Figure 17: Total U.S. retail sales of small kitchen appliances, at current and constant prices, 2000-07
  • Figure 18: Graph: Total U.S. retail sales of small kitchen appliances, at current and constant prices, 2000-07*
• Market Trends
• Convenience and style drive demand
• Moving upscale
• Single-serve products
• Market Segmentation
• Overview
  • Figure 19: Sales of small kitchen appliances, segmented by type of product, 2005 and 2007
  • Figure 20: Graph: Sales of small kitchen appliances, segmented by type of product, 2007
• Food preparation appliances
• Blenders
  • Figure 21: Sales of blenders, at current and constant prices, 2000-07
  • Figure 22: Graph: Sales of blenders, at current and constant prices, 2000-07*
• Coffeemakers (and espresso machines)
  • Figure 23: Sales of coffeemakers, at current and constant prices, 2000-07
  • Figure 24: Graph: Sales of coffeemakers, at current and constant prices, 2000-07*
• Kitchen gadgets
  • Figure 25: Sales of kitchen gadgets, at current and constant prices, 2000-07
  • Figure 26: Graph: Sales of kitchen gadgets, at current and constant prices, 2000-07*
• Food processors
  • Figure 27: Sales of food processors, at current and constant prices, 2000-07
  • Figure 28: Graph: Sales of food processors, at current and constant prices, 2000-07*
• Other food preparation appliances
  • Figure 29: Sales of other food preparation appliances, at current and constant prices, 2000-07
  • Figure 30: Graph: Sales of other food preparation appliances, at current and constant prices, 2000-07*
• Tabletop cooking appliances
• Toasters and toaster ovens
  • Figure 31: Sales of toasters and toaster ovens, at current and constant prices, 2000-07
  • Figure 32: Graph: Sales of toasters and toaster ovens, at current and constant prices, 2000-07*
• Tabletop grills
  • Figure 33: Sales of tabletop grills, at current and constant prices, 2000-07
  • Figure 34: Graph: Sales of tabletop grills, at current and constant prices, 2000-07*
• Breadmakers
  • Figure 35: Sales of breadmakers, at current and constant prices, 2000-07
  • Figure 36: Graph: Sales of breadmakers, at current and constant prices, 2000-07*
• Slow cookers
  • Figure 37: Sales of slow cookers, at current and constant prices, 2000-07
  • Figure 38: Graph: Sales of slow cookers, at current and constant prices, 2000-07*
• Deep fryers
  • Figure 39: Sales of deep fryers, at current and constant prices, 2000-07
  • Figure 40: Graph: Sales of deep fryers, at current and constant prices, 2000-07*
• Other tabletop cooking devices
  • Figure 41: Sales of other tabletop cooking appliances, at current and constant prices, 2000-07
  • Figure 42: Graph: Sales of other tabletop cooking appliances, at current and constant prices, 2000-07*
• Supply Structure
• Overview
• Manufacturer sales
  • Figure 43: Manufacturer total sales of small kitchen appliances, 2004 and 2006
  • Figure 44: Graph: Manufacturer total sales of small kitchen appliances, 2006
• Applica
• Jarden Corporation
• NACCO (Hamilton Beach/Proctor Silex)
• Salton, Inc.
• National Presto
• Advertising and Promotion
• Introduction
• Company activity: TV ad analysis
• Bennoti: Gourmet Coffee Maker
  • Figure 45: Bennoti Italian gourmet coffeemaker ad
• Black & Decker
• Domestic Appliances
  • Figure 46: Black & Decker Gizmo line ad
• Power Scrubber
  • Figure 47: Black & Decker Power Scrubber ad
• Cuisinart: Coffee Maker
  • Figure 48: Cuisinart Grind & Brew Thermal Coffee Maker ad
• Flavia Fusion Drinks Station
  • Figure 49: Flavia Fusion Drinks Station ad
• George Foreman G5 Grill
  • Figure 50: George Foreman G5 ad
• Hamilton Beach: Wave Action Blender
  • Figure 51: Hamilton Beach Wave Action Blender ad
• Keurig: Single-Cup Brewing System
  • Figure 52: Keurig Single-cup Brewing System ad
• Retail Distribution
• Introduction
  • Figure 53: U.S. retail sales of small kitchen appliances, by channel, 2004 and 2006
• Where consumers buy small kitchen appliances
  • Figure 54: Source of purchase of small kitchen appliances, by gender, November 2006
  • Figure 55: Source of purchase of small kitchen appliances, by age, November 2006
  • Figure 56: Source of purchase of small kitchen appliances, by household income, November 2006
  • Figure 57: Source of purchase of small kitchen appliances, by race/ethnicity, November 2006
• The Consumer
• Introduction
• Summary
• Ownership of small kitchen appliances
  • Figure 58: Small kitchen appliance ownership, by gender and marital status, 2006
  • Figure 59: Small kitchen appliance ownership, by race/ethnicity, 2006
  • Figure 60: Small kitchen appliance ownership, by age, 2006
  • Figure 61: Small kitchen appliance ownership, by marital status, 2006
• The relationship between home ownership and small kitchen appliances
  • Figure 62: Small kitchen appliance ownership, by ownership of residence, 2006
• Number of small kitchen appliances in the household
  • Figure 63: Number of small kitchen appliances in household, by type, November 2006
• Ownership and quality perceptions of combination small kitchen appliances
  • Figure 64: Small kitchen appliance ownership and ownership of combination small kitchen appliances, November 2006
  • Figure 65: Small kitchen appliance ownership and perception of quality of combination small kitchen appliances, November 2006
• Relationship of recent purchases to moving and remodeling
  • Figure 66: Small kitchen appliance purchases in the last 12 months, 2006
• How food behavior affects product ownership
  • Figure 67: Respondent attitudes toward food, by ownership of specific small kitchen appliances, 2006
  • Figure 68: Ownership of small kitchen appliances, by respondent attitudes toward food, 2006
• Reasons for purchasing small kitchen appliances
  • Figure 69: Reasons for small kitchen appliance purchase, by age, November 2006
  • Figure 70: Reasons for small kitchen appliance purchase, by household income, November 2006
  • Figure 71: Reasons for small kitchen appliance purchase, by race/ethnicity, November 2006
• Who makes the purchase decision?
  • Figure 72: Person responsible for small kitchen appliance purchase decision, by gender, November 2006
  • Figure 73: Person responsible for small kitchen appliance purchase decision, by age, November 2006
  • Figure 74: Person responsible for small kitchen appliance purchase decision, by race/ethnicity, November 2006
  • Figure 75: Person responsible for small kitchen appliance purchase decision, by marital status, November 2006
• Researching small kitchen appliances prior to purchase
  • Figure 76: time spent researching prior to buying most recent small kitchen appliance, November 2006
  • Figure 77: types of research done by respondents prior to buying most recent small kitchen appliance, November 2006
• The importance of cooking tool appearance
  • Figure 78: Small kitchen appliance ownership and importance of stylishness, November 2006
• Future and Forecast
• Future trends
• Income and demographics continue to drive market
• Remodeling trends
• Combination small kitchen appliances
• Obesity and healthy eating
• Market forecast
• Small kitchen appliances
  • Figure 79: Forecast of total U.S. sales of small kitchen appliances, at current and constant prices, 2006-11
  • Figure 80: Graph: Forecast of total U.S. sales of small kitchen appliances, at current and constant prices, 2006-11
• Small food preparation appliances
  • Figure 81: Forecast of U.S. sales of small food preparation appliances, at current and constant prices, 2006-11
  • Figure 82: Graph: Forecast of U.S. sales of small food preparation appliances, at current and constant prices, 2006-11
• Small tabletop cooking appliances
  • Figure 83: Forecast of U.S. sales of small tabletop cooking appliances, at current and constant prices, 2006-11
  • Figure 84: Graph: Forecast of U.S. sales of small tabletop cooking appliances, at current and constant prices, 2006-11
• Forecast factors
• Appendix: Trade Associations