feature: SDA


All the small things B


The small domestic appliances is alive and well, driven by the pandemic and people spending more time in their homes. Simon King reports


ritish kitchens are all about practicality – with access to the right


gadgets for quick and convenient use. The market has seen consistent year-on-year sales growth as more and more discerning consumers are buying products to help them in their endeavours.


‘‘ The shutdown of coffee


shops led to an explosion in demand for quality coffee machines


John Davies, Smeg’s head of marketing, says:


“The small appliance category was already a growing market year-on-year, however it has grown exponentially in the last 12 months. We put this down to people spending more time at home and whilst using their small appliances more have either needed a replacement or wanted to buy into the brand. “Coffee machine and stand mixer sales have


been very popular, again with more people spending time at home and being unable to


28 | www.ierdaily.co.uk


access local cafés and bakery’s the push for barista-style coffee at home and home baking has been huge.” The SDA market has experienced strong


growth of more than 29% MAT (Moving Annual Total) in the last year which can be attributed to people spending a lot more time at home. The majority of the growth is down to food


prep products that have experienced 62% growth and now account for 30% of the SDA market. Andreas Fredriksson, global category


director at Morphy Richards, says: “A lot of this has come through the explosion of internet sales as consumers – both young and old – embraced digital commerce with both hands, revelling in the speed of delivery and simply being able to access products while physical retail was closed. “Other sectors of the market have struggled


more – for example the irons sector which is in decline.” Mr Fredriksson says that with the innovative easyCharge 360 cordless iron, Morphy Richards became the only brand in 2020 to grow share


across all channels, online and instore. “The easyCharge 360 quickly become


Morphy Richards’ bestselling iron and helped to grow the cordless market from £3.2 million in 2019 to £4.7m in 2020,” he says. Almost every SDA category enjoyed strong


growth in 2020 and momentum has continued into 2021. Steve Green, director of consumer products at BSH Home Appliances, says: “With the lockdown restrictions, consumers have been limited in the areas they can spend. This, coupled with them being at home and using their appliances more, means people are more likely to replace or want to upgrade their products to ones with additional features and benefits.” In the coffee category, consumers have been missing the trips to their local coffee house and as a result we have seen people enter the coffee market for the first time, as well as existing consumers upgrading their current product with a higher quality machine. Nigel Morrison, Melitta UK’s consumer & trade marketing manager, says: “During the


May & June 2021


‘‘


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32