Home Appliances ANALYSIS: PREMIUM SDA
Small but mighty
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he small domestic appliance (SDA) market is one that is growing rapidly as consumers look to add a touch of colour and sparkle to their kitchens. SDAs can provide that extra bit of style as well as being packed with technology. Despite the struggles in the supply chain in
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recent months, also shortages of labour in the countries where product is made, the SDA market is continuing to grow. It is projected to reach a valuation of £213 billion by 2030 according to Fortune Business Insights. As consumers go about their busy lives,
they are looking for healthier and more convenient devices to aid in the new lifestyle that they are chasing. SDAs are also becoming more eco-friendly; the LAICA 2-in-1 Dual Flo breakfast kettle and automatic hot dispenser (below) is a good example. The kettle has a one cup capability and only boils the amount of water required. This saves consumers energy and their money.
They may not be big, but the functions and benefits of SDAs
are certainly impressive. Sales in this market have soared in recent years, but what’s new in the world of these worktop wonders? Will McGill investigates.
Graeme Rodger, Senior Category and Marketing Insights Manager at Strix (which owns and distributes the brand), says: “Energy efficiency, convenience and a focus on design to enhance the home environment are some of the key drivers of product design and functionality that we are seeing today. “Ultimately, it is the brands that understand their consumers and can empathise and adjust to their needs that are winning – as opposed to pushing specific features or functions.” In an exciting development for the Haier brand, the company announced at its annual 1 Vision Conference in July that it’s entering into the small kitchen appliance market sector. Later this year, Haier will unveil its Series 5 range – consisting of several different products covering various sub-categories. Dave Matthews, Micro Enterprise Leader in Small Domestic Appliances, said at the Conference this new range will “transform the market”. Then, in 2024, the brand will follow up and unveil its Series 7 range.
As well as this, Smeg is also bringing out its latest model that will join the Autumn range, the EGF03 espresso coffee machine with grinder (below). The appliance will be able to grind beans to the desired level and will also prepare the milk froth to the consumer’s desired taste.
Smeg explains
how it has operated in the SDA sector since 2014, which is changing all the time through new product, innovation, colour and more.
“Smeg has augmented its classic 50’s style
retro design, that it’s well known for, to create a more contemporary retro aesthetic, as seen on the bean-to-cup BCC02 models [above] and the aspirational key lines moving forward will take on this collection’s look and feel.” Earlier this year Swan launched its Alexa Smart Kettle, which it claims reached over five million consumers in the first 24 hours of it going live on Amazon alone.
Emma Sutton, Business-to-Business Marketing Manager at RKW, says: “The incredible response to our Swan Alexa Kettle launch tells us that consumers want clever technology integrated into everyday tasks within the home, but in an intelligent way. The iconic kettle can now be controlled by voice, using any device, creating personalised commands and routines unique to the user. “The Alexa
function not only delivers
premium features, but an opportunity to bring theatre into an in-store demo setting, showing the benefits of this kettle beyond the box and digging into the detail. The kettle can be activated using favourite phrases and programmed to boil based on routine, such as heating water to a specific temperature for a baby’s bottle for example.”
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