June 2026
ertonline.co.uk
Designed to be seen In today’s SDA market, premium is about far more than price. Consumers are increasingly seeking products that combine strong performance with aspirational design, quality craftsmanship and a brand story they can connect with. According to VQ and New Dawn Innovations, the appeal of a premium appliance lies in the complete experience. Through licensed collections such as Laura Ashley and Cath Kidston, the company has seen growing demand for products that blend recognised design heritage with everyday functionality. “Consumers are buying into a look and a feeling for their home, not just a function,” says Hira Ibrahim, General Manager at VQ/New Dawn Innovations. “For us, premium is not about putting a higher price on something and calling it luxury. It is about the whole experience holding together.”
As small appliances become permanent
fixtures on kitchen worktops, visual appeal is playing an increasingly important role in purchasing decisions. Ibrahim points to the return of colour and pattern after years of minimalist finishes, creating opportunities for retailers to offer products with greater personality and decorative appeal. Brand recognition is also becoming more influential, with consumers seeking products that reflect their lifestyle and values. At the same time, there is a growing shift away from novelty gadgets towards appliances that deliver lasting value and earn their place in the home.
Customer expectations have also evolved beyond simple functionality. Shoppers increasingly expect a seamless experience across every touchpoint, from social media engagement to after-sales support. “The expectation now is a relationship, not a transaction,” says Ibrahim. “The brands that win in this space are the ones building a proper relationship with the customer through design, storytelling and consistent marketing.” Technology, sustainability and wellness continue to influence product development, although consumers are prioritising practical innovation, durability and lifestyle benefits. For retailers, Ibrahim believes success depends on looking beyond specifications alone. “Premium is earned over time through detail and trust; it is not a label you apply,” she concludes.
The new luxury In the premium SDA market, consumers are increasingly looking beyond price, prioritising products that combine design, performance and ease of use. According to Samm Swain, Head of Product at Eurosonic Group, premium is defined by the overall ownership experience rather than a luxury price tag. “Consumers are looking for high- quality design, exceptional performance, multifunctionality and intuitive products that make life easier,” says Swain. “Greater durability and build quality give consumers confidence in long-term performance, and many are prepared to pay more for longevity.” Design-led purchasing continues to shape the category, with appliances expected to
earn their place on the worktop through trend- led colours, premium finishes and attractive styling. At the same time, lifestyle trends are driving growth in key sectors, particularly coffee preparation, where demand ranges from entry- level espresso machines to fully automated bean-to-cup models delivering café-quality results at home. Eurosonic is also seeing growing interest in ice cream, smoothie and slushy makers as warmer summers influence consumer habits. Consumer expectations continue to rise, with shoppers seeking products that combine compact
design, strong performance,
intuitive technology and value for money. In response, Eurosonic’s Daewoo and Electrolux brands are focusing on versatile, space- saving appliances such as combination air fryer ovens and multi-cookers.
The company is also expanding its
Electrolux food preparation range and launching a comprehensive coffee portfolio spanning espresso, semi-automatic and fully automatic machines. Technology, sustainability and wellness
remain key influences, with consumers favouring products that simplify everyday life while offering durability and energy efficiency. “Customers want it all – beautiful design, efficient performance, fantastic value, intuitive technology and small footprints,” says Swain. For retailers, the message is clear. “Give consumers more than they expect,” he concludes. “Combine design, convenience, multifunctionality and strong value for money, and give customers products they can be proud to own.”
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Daewoo 20 Bar Digital Compact Espresso Coffee Maker
Electrolux Create 5 stand mixer
Daewoo SDA2700GE 20 Bar Digital Compact Espresso Coffee Maker
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