small domestic appliances


‘Innovation always excites the market’


Consumers continue to look for small domestic appliances that make it easier to live healthier lives, quickly and conveniently


A


diverse and fast-moving market, small domestic appliances (SDA) have shown continued growth


over the past few years. But within that overall arc, which categories and trends are consumers really interested in? There are a wide variety of price points in the market, but when genuine innovation comes along, it tends to enjoy consumer support. Groupe SEB UK marketing director Dominik Pytel comments: “Major innovation in SDAs always excites the market and generates increased sales. Home cooking and in particular the assisted home cooking


category are key market trends that will continue to grow throughout 2017 and deliver retailer opportunities to maximise instore sales.”


The number of brands in the market is continuing to grow, bringing new ideas into the market. “We entered the SDA market last year with


Witt Smoothie Juicepresso and MyCook Touch, and it has been an encouraging start for us,” says Witt UK & Ireland market manager Bo Simonsen. “MyCook Touch is part of a new category of multicooker so it is great to be at the forefront of what is available for consumers.” He continues: “A number of the big


players are also entering this new area with their own appliances, and that always helps to grow a section of the SDA market. With the connectivity and functionality MyCook Touch has, we are confident that we have a standout offer that will help retailers to draw people into stores.”


Another brand which has recently entered


the SDA market is Beko. Beko Plc brand manager Shalika Hooda expands: “Earlier in February we launched our first ever Beko range of SDA at Spring Fair. It’s a brand new market for us, but one that we enter with great confidence and ambition. Consumers know and trust the Beko brand, (95% of existing customers would recommend Beko appliances according to Reevoo) within the kitchen space, making this a natural extension of our existing and successful portfolio.” She adds: “We recognise that this is a


Magimix launched the BlenderCup attachment for its Le Blender liquidiser, responding to demand for health and wellbeing needs on the go


26 | www.innovativeelectricalretailing.co.uk


crowded market, and for that reason, we’re only launching products we truly believe have unique selling points (USPs) that will appeal to our audience. Our initial offering will be select and focussed allowing us to assess the market, and develop a strong offering that is in line with consumer needs and our over-arching proposition. Core categories for us are fabric care, microwaves, breakfast sets (kettles and toasters), coffee


machines, and hand blenders and we’ll be following this with a complete floorcare range later in the year.” The Beko SDA range continues messages


from the brand’s MDA offering, aiming to appeal to busy families. Shalika explains: “Beko is the ‘Official


Partner of the Everyday’, helping consumers make the most of their everyday lives. From a bean to cup coffee machine that offers great value for money, to steam irons with new technology that ensures fabrics are well cared for and creases vanish, each item has its own unique benefit designed to make family life easier. “We’ve partnered with premium


distributor EPE to ensure all retailers have good access to our new range.” The market remains strong, with some brands diversifying and others focusing on core strengths. KitchenAid SDA UK & Ireland head of sales Israel Quintana comments: “We’re focusing on what we do best and that’s continuing to bring innovative products to the market. We’re confident that this will drive sales growth in 2017.”


Consumer trends SDA is a market which benefits from exposure in the media, especially with cooking programmes, which inspire consumers and give them ideas on what they can do in their own kitchens. EuroPasonic head of marketing Anna


Wilkinson comments: “We have two main brands for the small domestic appliances category, which fit within the kitchenware sector; these are The Hairy Bikers and Daewoo. They have both seen incredible growth over the last year. “I would apportion the success to two dominating factors. Firstly, the increasing market trend to create and recreate recipes in the home and secondly the market positioning of both of our brands. The Hairy Bikers’ kitchenware SDAs are of the


March 2017


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