small electricals Rising disposable incomes drive growth
Minimalism is the name of the game when it comes to small domestic appliances (SDA) in today’s market. Consumers want appliances that simplify their lives and do not clutter up the kitchen, meaning SDAs are having to work harder than ever before to compete for counter space.
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he small domestic appliances market remained resilient in the face of COVID-19 uncertainty in the past year, and although growth rates slowed slightly, spending was aided by pandemic-driven trends such as a new focus on in-home luxuries and consumer interest in diet. Although COVID-19 restrictions eased in 2021, people still spent a lot of time inside their homes, meaning their demands on household appliances increased accordingly. Replacement sales of old devices through refurbishment of houses and kitchens has proved a solid growth factor for SDAs. These factors, combined with rising disposable incomes, means that consumers are increasingly willing to part with cash for new SDA innovations marketed towards convenience and luxury. According to Statista data shared in June this year, an estimated 53.2 thousand people had spent £150 or more on
sda products Haden Kitchen Angel
The Haden Kitchen Angel is not just a pressure cooker – it’s a total angel of a helping hand in the kitchen! An all in one kitchen appliance – you can steam, make soup, sauté, slow cook as well as make a hearty winter stew and make a cake for desert. With a pre-programmable timer, the busy homemaker can pre-plan meals as well as create dishes cooked to lock the goodness in. This is perfect for creating delicious dishes, quicker and easier than ever before – without all of the washing up!
u01909 544 570
uinfo@haden.com
uwww.haden.com
Latticia OT by Melitta UK
The NEW Latticia OT (One Touch) automatic bean to cup coffee machine creates top-tier barista style drinks from the comfort of your own kitchen. Thanks to its double foaming function, the new technology enables higher temperatures to get milk well and truly foamed – complete with a fine-pored froth. By clicking on the One Touch button you can choose from different coffee serves with just one (simple) touch – plus the silent grinder grinds the coffee extra quietly. Other features include: an XL water tank (1.5l), a 250g bean container and a Double Cup mode for the preparation of two identical drinks simultaneously. RRP £549
u0844 800 8055
uepeinternational.com
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housewareslive.net •
HousewaresLive.net Wonderchef Nutri-Pot
Wonderchef Nutri-Pot is an electric cooker which helps cook healthy and tasty meals at a touch of a button. A combination of 7 kitchen appliances in 1 – Pressure Cooker, Steamer, Sauté, Rice Cooker, Oven, Warmer and Slow Cooker makes cooking simple and convenient several pre-set Indian dishes. Nutri-Pot cooks food faster while keeping precious nutrients intact. The keep warm and delay timer functions allow for flexibility and unsupervised cooking. Comes with a free recipe book. Now cook your favourite Chicken Tikka Masala at home. Wonderchef is a leading brand of cookware and kitchen appliances with a focus on quality and innovation that helps cook healthy and tasty food with convenience.
u+44 7817 671907
uwww.wonderchef.uk
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twitter.com/Housewaresnews October 2021
pod coffee machines within 12 months prior to the survey. When it comes to SDAs, consumers value performance, capacity and high quality. However, the days of ‘an appliance for every occasion’ are behind us - modern kitchens strive for simplicity and space, and every bit of counter space is at a premium. This means that in order to compete for consumer attention, appliances need to prove their worth three times over - in function, in style and in efficiency - both of the cost and energy variety. According to Mordor Intelligence, penetration of small kitchen appliances is highest among new homeowners, with 25-34 year olds possessing the highest penetration across all small kitchen appliances categories. The rise in smart homes has also helped drive demand for SDAs, with top appliance trends for 2021 including energy efficiency and connectivity in line with the IoT (Internet of Things). This looks set to continue into 2022
and beyond, with smart appliances expected to drive the appliances category moving forward. Consumers with smart homes are keen for appliances that can be remotely controlled or are equipped with sensors designed to auto manage the appliances - these can even go as far as keeping consumers updated as food is cooked and making sure that the correct recipe is being followed.
Although SDAs purchases are seeing steady growth, it is the online channels that are seeing most growth. According to Mintel, just 39% of consumers purchased in-store in 2020, down sharply from 49% in the previous year. As a result, online-only retailers have strengthened their hold on the market. For bricks-and-mortar retailers, live demonstrations are a great way to differentiate their service offering and to make a sale - with customers able to get hands on with buttons and functions before they proceed to purchase.
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