Steve Jones, Managing Director, Sirius Buying Group OPINION


February 2022 ertonline.co.uk


A kitchen renaissance


Sirius Buying Group has predicted a kitchen renaissance in the coming year as the market bounces back following record movement in the residential sector. By Steve Jones, Group Managing Director.


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e have been closely tracking the latest forecasts so we can best advise our retailers as they enter a business-critical


time. UK consumers are naturally concerned following news of the rising energy price cap from April and the Bank of England predicting that inflation will increase this spring. We must anticipate that homeowners will want to spend their cash wisely at all price points. A key trend this year is the importance of


technical innovation throughout the market with ever-greater functionality and ease-of- use highly desirable. As people have appreciated the importance of kitchen living solutions due to increased time at home and the desire for flexible working, the potential for product upgrades and replacements is set to accelerate, with the kitchen studio market well-placed to sell the benefits of creating bespoke spaces with all-singing, all- dancing integrated appliances. As a result, we can see consumers are set


to invest more in line with their desired lifestyle. This enables independents to position themselves as kitchen lifestyle consultants as discerning customers want inspiration and flexibility to enhance their wellbeing rather than prescriptive and overly- technical recommendations. The bonus is that this approach provides an


opportunity for sales of higher ticket items, resulting in greater cash margin for the independent retailer. The focus on ease and effectiveness is now baked in to consumer expectations, in tandem with greater awareness of environmentally-friendly options such as microfibre filters and steam functions in washing machines. There is now focussed attention on separate


utility rooms and integrated laundry appliances to keep certain tasks separate from the kitchen living area. Statistics from Mintel show that only 22 per cent of consumers have a laundry room, indicating the rich potential for kitchen studios to plan them into renovation or remodelling projects with clients.


There are many potential growth areas for


independent retailers, as a massive 68 per cent of consumers agree that their kitchen holds great significance in their personal wellbeing – and this will hold true with a renewed focus on home cooking, following anticipated price rises in the food sector. This opens the door to a new generation of cooling appliances which keep food fresher for longer as well as ovens which can promote healthy eating choices to those who are getting more confident in cooking from scratch instead of relying on convenience foods. Going forwards, steam ovens continue to be


important to the ‘worried well’ and the active retired who are eager to look after themselves. Look out for increasing sophistication in the hot tap market and be prepared to guide your customers through the detailed features and benefits of the latest innovations which deliver filtered water to the home chef who is becoming increasingly creative and keen to enjoy new dishes with minimum effort.


Taking a long-term view, the age of first-


time home buyers is projected to increase so it makes sense to appeal to a new generation of consumers keen to install new kitchens and appliances. This cohort has grown up with the convenience of online shopping and on- demand technology, so being fluent in digital processes and products is a vital part of your sales toolkit so that you can demonstrate products with confidence in the showroom. Lastly, independent retailers need to spell


out their environmentally-friendly policies so that customers feel they are making a difference with their purchases. You can play your part in nudging consumers towards more sustainable product choices. And by aligning with your suppliers towards carbon-reducing policies and protocols, you can show your integrity and commitment to the planet as well as the local businesses and communities you serve.


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