De'Longhi UK Ltd continued to be the leading player in the United Kingdom food preparation appliances market with 34% retail volume share in 2012. The company benefits from longstanding brand name and hold the leading share across the category. The company's Kenwood brand is considered as a single benchmark for comparison for any other new product available. The company held 85% share of smoothie makers and 54% volume share of grinders and choppers in 2012.
Food preparation appliances posted marginal positive retail volume growth in 2012. Unlike during 2008–2011, where it declined at high rates, the positive growth at the end of the review period was largely due to the increased trend of cooking at home. Consumers are now better aware and motivated to cook more at home because of increasing numbers of television cookery shows and cookery competitions. They are also well informed about what kind of product they require and the features in it through constant reviews of several products advertised both online and offline. However, other than food processors and blenders, food preparation appliances continued to decline in 2012.
With struggling finances and continued economic pressures, the trend of cooking at home is expected to continue during forecast period. Furthermore, the increasing number of cookery shows and specialist ranges from famous chefs such as Jamie Oliver's Philips food processors will continue to motivate consumers to further cook at home and use appliances which assist food preparation. Food preparation appliances is set to post a retail volume CAGR of 2% during the forecast period.
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