Advertorial BSH
32 The power of proper ventilation
While essential to both the function and feel of a kitchen, ventilation appliances are rarely at the top of a consumer’s kitchen wish list.
Jack Roper, Surface and Ventilation Category Manager at BSH, shares insight into why this crucial category deserves more attention.
W
hile ventilation is one of the largest categories in the home appliance sector, it remains one of the least considered aspects for consumers. Quietly
performing a vital role in the kitchen, cooker hoods often don’t get the recognition they deserve. As Europe’s leading home appliance manufacturer, BSH is ideally positioned to offer a unique insight into the emerging trends and market pressures influencing how this essential category is presented to consumers. Jack Roper, BSH Surface & Ventilation Category Manager, says, “We’ve seen a shift in the market, regarding the ventilation appliances consumers are looking for. With
Changing consumer trends Increasingly, consumers are moving away from traditional wall-mounted, statement hoods in favour of alternative ventilation solutions. Due to the popularity of open plan living, where the kitchen becomes a more multi-functional space, demand for integrated ventilation appliances that blend seamlessly into their homes. In addition to traditional wall-mounted cooker hoods, alternative ventilation solutions are growing in popularity. For consumers with an open-plan layout, ventilation appliances that can be integrated into the kitchen island provide high level extraction whilst maintaining the sightlines and preserving the flow between spaces. Alternatively, those who prefer a more minimalist kitchen compared to the statement hoods that are popular, cabinet solutions deliver a sleek look without compromising on performance. “In addition to the clear demand for integrated ventilation”, Roper explains, “we are starting to see connectivity become a more important factor for consumers who enjoy the convenience of linking their hob and hood to enable automated extraction.” With more homes adopting smart home technology, this trend towards connected kitchen appliances appeals to consumers, particularly when positioned as part of a connected system, like hobs and ventilation appliances working together to operate at the optimal setting.
Despite the changing trends in surface and ventilation and the rise of induction, gas hobs remain a strong presence in the market. Roper notes, “While there is a lot of attention focused on the growth of induction, gas hobs continue to receive consistent demand. Market share has remained relatively steady over the past six years, with only a slight decline, and is supported by a very loyal customer base.” “We’re leading the way in this area”, continues Roper, “with new product launches and increasing market share.”
more people opting for open plan layouts in their homes, design priorities are changing. As a result, we’re seeing greater demand for island ventilation solutions, whilst discreet cabinet solutions that hide the cooker hood are also growing in popularity.”
Post-purchase satisfaction Evolving trends are heavily influenced by design preferences, with consumers prioritising the style above other factors. Performance is therefore rarely considered by consumers and many underestimate its importance when choosing a cooker hood. This contributes to the misconceptions surrounding cooker hoods.
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