Russell Hobbs Ltd continued to lead the United Kingdom small cooking appliances market with volume share of 21% in 2012. The company benefits from a strong distribution and wide product range. Furthermore, the company also offers different collections for all the kitchen appliances to distinguish different price levels and makes. Some of the collections include the Alure range, Mono, Steel touch, Glass collection, and Jewels. For example, the Jewels range identifies itself to be the luxurious range with various colourful toasters. Furthermore, the company also owns the iconic George Foreman range in electric grills. The company accounted for 86% retail volume share in electric grills in 2011 and also ranked second in breadmakers, electric steamers, freestanding hobs, mini ovens and toasters.
Despite the increase in volume across many product categories, there was a considerable amount of polarisation in 2012. Consumers upgraded their small kitchen appliances according to their respective recessionary purchases to either more durable, premium products or economy and value-for-money products. For example, in fryers, Argos offered its Cookworks value range at a price as low as £15 and at the other end of the scale, Tefal offered the more functional premium Tefal ActiFry FZ700015 at a price of £120. The differences between these two products are their functions. While the basic range offers the only frying option, the ActiFry offers a unique technology which consumes only one spoonful of oil to make chips, cashing the health and wellness aspect of more conscientious consumers.
Small cooking appliances is expected to post a constant volume CAGR of 2%. The positive growth will be due to more and more people cooking at home and indulging in quick snacks. Ready meals and snack food is expected to be on a good growth course due to busy work schedules and consumers working extra time to earn more money. This will in turn encourage consumers to own compact appliances such as toasters, electric grills, fryers and rice cookers which now come in multifunctional cooking modes to help make quick and appetising food.
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