cookware
A Positive Year for Morphy Richards Morphy Richards reflects on 2020 and how the consumer market has shifted this year due to the pandemic with more time being spent at home.
we experienced continuing growing demand for these appliances and even partnered with award-winning chef, Matt Healy, to create ten luxurious soups using the Morphy Richards Perfect Soup and Sauté & Soup machines, so that consumers could recreate restaurant- quality soups at home. . In terms of convenience, the launch of our
innovative food steamer, Intellisteam, was another highlight this year. With three separate compartments and an intelligent timer to synchronise the cooking process, the steamer removes the obstacles of healthy cooking by doing the hard work for you. Its performance confirmed it to be a gamechanger product for consumers looking for a solution to help prepare meals that are nutritious yet quick and fuss-free throughout the pandemic and beyond. Spending many months at home with
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his year has been challenging for all industries and, with consumers suddenly stuck at home, their needs
and the way they shop shifted dramatically. For the domestic appliances industry, this was no bad thing – more time in the home saw customers revert to traditional family living with the desire to upgrade their household appliances and cook from scratch by replicating restaurant-quality food and drinks from the comfort of their own kitchen. Food preparation products have excelled in the small domestic appliances market, becoming the most important product group with 20% of value share. And, with the nation enjoying home comforts, kettles and toasters have seen significant growth throughout the year. 2020 also highlighted the rising importance of omni-channel retailers, as shifting customer demands led to a dramatic uplift in online sales between the months of March and May, remaining consistently high ever since. For Morphy Richards, it’s been a positive year with many highlights. Our significant multi- channel consumer media campaign began with support for the EasyCharge 360 – the first cordless iron on the market to offer 360 docking – and was a great success. The iron outperformed all sales projections, becoming Morphy Richards’ best-selling iron this year – and significantly boosting the irons category - despite the challenges of consumers doing less ironing whilst at home! The emphasis on food preparation has
driven a surge in cooking appliances that allow for convenient but healthy options. While already a leader in the soup maker category,
November/December 2020
with practical modern convenience in mind. The traditional slow cooker has now evolved to include design features such as digital interfaces, multiple cooking settings and timers and sleek, shatterproof cooking pots – offering a much more attractive, modern design. And, with an element of home working almost certain to continue, we think one of the big trends for 2021 is likely to be appliances that help homeworkers make convenient, fast but healthy lunches – so hot sandwiches and baked potatoes when it is colder, but also steamers for the really healthy options. There is also likely to be continued strong growth in all soup maker models – especially those with helpful technological features such as built-in weighing scales, pre-programmed settings, timers and digital touch screens. Coffee makers and espresso machines will
also remain hot into 2021 as those still working from home in the new year continue to miss their coffee shop fixes and wish to recreate barista-style drinking experiences from home. Adding these machines into their daily routine attempts to make working from home. Despite an extremely challenging and volatile
year, SKA and SDA sales have continued to perform well throughout it all, and we expect 2021 to follow the same pattern. Sales in the new year will benefit from a release of pent-up demand and a desire for the world to return to some kind of normality.
family had both benefits and drawbacks, and many saw it as an opportunity to spend more time and money on traditional family cooking. However, for many households where kitchen space is at a premium, finding compact appliances is key - people are looking for appliances that are small enough to fit neatly in a cupboard. Responding to this, we launched the innovative new Mixstar stand mixer in November. It fits in and under kitchen cupboards more easily and has room within the mixing bowl to store all its utensils. Other popular small cooking appliances include the Compact Sauté & Soup, which is big enough to prepare fresh soup in batches, but neat enough to store away in cupboards. Looking ahead to 2021, it’s difficult to know what the year has in store for us as a nation. Despite this, there are clearly defined consumer trends to guide us through the SDA industry over the next 12 months.
Small kitchen appliances will continue to make use of digital features and be designed
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