United Kingdom small kitchen appliances market: Decline of 1% in 2012

Press release   •   May 01, 2013 14:36 BST

Russell Hobbs continued to be the leading manufacturer in the United Kingdom small kitchen appliances market with 17% volume share in 2012. Morphy Richards and Pulse Home Products ranked second and third with 13% and 12% volume share each, while De'Longhi ranked fourth with marginally less share. The category is thus heavily concentrated in the UK, with these players together accounting for 54% share. Their lead is mainly due to their strength in dominant product area kettles, although De'Longhi also leads other small kitchen appliances (non-cooking).

The continued financial stress and objective consumer shopping attitude has continued to hamper small kitchen appliances (non-cooking) in the UK. Food and meat slicers is close to disappearing from the category due to its obsolete utility and space concerns. Food and meat slicers reported a 5% retail volume decline in 2012 which was worse than its 4% decline in 2011. Busy lifestyles, demand for multi-functioning products, less space in homes and diminished finances reduced the need for such appliances. In addition, the increased variety of packaged food with different formats of sliced meat on offer increased over the review period, which further reduced the need for buying a meat slicer.

Small kitchen appliances (non-cooking) is expected to post a retail volume CAGR of 1%. Despite the huge decline that the category experienced during recent years, it witnessed a marginal recovery in 2012 and it is expected that it will continue to recover positive growth rates from 2013. Some of the reasons for the same will be increased efforts put in by both manufacturers and retailers to launch products compatible with current trends. As witnessed in other larger appliance categories, the retro style colour schemes are expected to move into small kitchen appliances (non-cooking) during the forecast period. This will have a positive impact as consumers will be willing to make a purchase, which not only serves the purpose, but also bring in some colour and value to their homes.

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