small domestic appliances ‘Food preparation has transformed

to a popular and shareable pastime’ Health conscious consumers and growing demand for premium products are providing momentum to the small domestic appliance (SDA) market

Interest in healthy living has boosted sales of products which allow consumers to prepare healthy food quickly and easily T

he small domestic appliance (SDA) market has been an exciting one for several years, enjoying fairly

consistent value growth and a continued drive for new and innovative products. “Small appliance sales remain incredibly

strong,” comments Smeg product manager Lucy King. “Although they don’t necessarily benefit from the ‘big ticket’ price of MDA products, in terms of ratio the SDA market is flourishing. “In fact, our SDA sector is consistently

growing. Alongside our range of kettles, toasters, stand mixers and blenders, our SDA collection has expanded to include hand blenders, coffee machines, citrus juicers and slow juicers, and now offer more variety than ever before. Keep an eye

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out for new variations launching before the end of the year, too, such as limited- edition finishes, luxury gift boxes and a new aesthetic for our already-award-winning stand mixer.” While there have been plenty of success

stories, the nature of the market means certain categories are not without their challenges, as Morphy Richards marketing and consumer engagement director Rod Burrows notes. “The SDA market has been challenging since the Brexit referendum in June 2016, although there are beginning to be some green shoots that point to the market beginning to turn around,” he explains. “Prior to June 2016, SDAs had seen a period of sustained growth driven by food

preparation (personal blenders in particular), coffee (coffee capsule machines) and strong sales of replacement product categories of kettles, toasters and irons. “Over the last two years the personal blender market has crashed down circa 35% and sales of coffee capsule machines have struggled with household penetration reaching a ceiling level. As consumer confidence dipped after the Brexit referendum, the replacement cycle for kettles, toasters and irons lengthened with reduced market volume sales.” However, he adds: “In recent months, whilst the market has been challenging, sales of coffee machines (predominantly fully automatic machines and everyday

September 2018

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