small appliances market overview
personal care continues to grow in volume as well as value, indicating more market potential in the future than SKA, which shows signs of being saturated from a market volume perspective. The largest sector, shavers, accounted in 2010 for nearly one third of total value sales of the personal care category. Men’s shavers remain the most important part of the market, worth £95m in 2010. However, this is a growth of just 2.3% on the year before. Most notably, beard trimmers and precision groomers increased in value by 12.6% and 54% respectively in 2010 on 2009, highlighting their popularity among image conscious men. The area that has posted the most impressive growth was female laser hair removal products (or IPL), which grew by an amazing 89% year on year in value, and this category is now worth over £12m a year. This is indicative of the female interest in permanent methods of hair removal and can also be seen in the growth of epilators – growing 55% in value year on year. This category is now worth nearly £25m a year.
in association with GfK
Kenwood blender
Among other major product categories of personal care, haircare posted the greatest increase in value on the last year, growing by 13.6% year on year. This is an impressive turnaround for the market, which until recently was in decline. 2009 saw a 2.2% decline on 2008, and a slump in average sales price. However, this changed in 2010, with an ASP increase of 5.6% on 2010. As well as increasing in value, the haircare market grew in volume terms by 7.6% on the previous year. This suggests that during the recession, consumers were perhaps hanging on to their products longer than previously. Now, however, they are looking to replace and upgrade them at the same time. Looking at the year ahead, it seems likely this trend will continue for at least another 12 months. However, especially with small kitchen appliances, the value growth is a result of upgrading, not actual organic market growth, so there is a natural glass ceiling for it. It remains to be seen exactly when the market will reach this point. ■
For further information about this sector please contact Ben Mansell at
ben.mansell@
gfk.com, 0870 603 8267 or
www.gfkrt.com/uk
IndependentElectricalRetailer 76 BusinessBook2011
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