United States small cooking appliances market: $5 billion industry in 2012

Jarden Corp continued to lead the United States small cooking appliances market in 2012 with a 22% volume share. Russell Hobbs was very close to the leader with a 21% share. Jarden's 22% share of small cooking appliances was bolstered by its position as the leader in breadmakers, with a 41% share, standard coffee machines, with a 45% share and slow cookers, with a 36% share. Panasonic Corp of North America maintained its leading position as the leader in rice cookers with a 14% volume share.

A survey by Green Mountain Coffee estimated that nearly 65 million households drink multiple cups of coffee a day, and the last few years showed a surge in the consumer preference for a better and more efficient coffee experience. Partly buoyed by home brewed coffee due to tough economic times and a renewed interest in coffee products, as seen in the growth of speciality coffee choices, hard pod coffee machines saw a CAGR of 62% in volume terms over the review period. In 2012, hard pod machines demonstrated 37% growth in volume terms to reach 9.2 million units. This growth was particularly bolstered by the appeal of the K-cup, which is manufactured by Green Mountain Coffee, which experienced unprecedented growth due to its Keurig machines, which accounted for a 52% share of pod coffee machines in 2012.

Better design and innovation are expected to bolster sales of small cooking appliances through to 2017. Volume sales of small cooking appliances are expected to increase by a CAGR of 2% to 2017. Value sales are expected to increase by a CAGR of 5% in constant terms in the forecast period to reach US$5.8 billion.

Key Headlines

- Volume sales of small cooking appliances increase by 4% to reach 97 million units in 2012. Current value sales experience healthy 6% growth to reach US$4.6 billion
- The at-home cooking trend, "foodie" culture and healthy eating initiatives continue to spur the growth of small cooking appliances in 2012
- Hard pod coffee machines continues to see phenomenal growth in 2012, expanding by 37% in volume terms to reach 9.2 million units
- Innovation and enhanced design bump up the average unit price of small cooking appliances by 3% to reach US$47; although with a great variation between different products
- Jarden Corp and Russell Hobbs are the largest manufacturers of small cooking appliances in the US, with their combined volume share reaching 43% in 2012
- As the trend in home cooking is expected to continue to flourish in the forecast period, small cooking appliances is expected to continue to grow, with a volume CAGR of 2% through to 2017

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