in association with GfK
2010 vs. 2009 and by 7.7% in value. This is a very similar trend to the other SKA categories – irons and toasters. In all three cases, the growth in value is both at the premium end where consumers are looking for the very best they can afford, but also at the lower-mid range. The consumers who would have purchased the cheapest products they could to see them through the recession are now looking to upgrade to the more mid-range models.
The sales growth of premium products has also been aided by a sharp rise in internet sales, with online sales
Morphy Richards Latitude Collection
currently growing faster than during the pre-recessionary period. As well as premium segments in commoditized markets that are performing well, key premium categories are also outperforming the market and contributing to the 10% value rise seen across SDA. The most important of the emerging markets are hot beverage makers. Now worth
very nearly £60m a year, hot beverage makers grew by 23.8% in value on 2009 figures. Most of this growth has been driven by the rapidly emerging espresso machine market. Worth nearly £40m and seeing nearly 32% growth year on year, espresso machines have benefitted from a wider distribution and product choice in 2010. The product’s success is indicative of the modern consumers spending habits – the machines themselves are a relative luxury and what they produce is a luxury consumerable. However, they function as a cost saver, as they allow you to make premium espresso drinks for a fraction of the cost of purchasing them from a high-street chain.
Personal care
The total personal care market grew by 11.7% in value in comparison with the 2009 figure, and is now worth £536m overall. Its value increased by 5.5% in 2010. Unlike SKA,
BusinessBook2011 75 IndependentElectricalRetailer
small appliances market overview
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