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ANALYSIS: BUILT-IN Home Appliances


26


The beauty of


built-in


There’s an upward trend in the built-in appliance category thanks to a multitude of benefits, chief among which is space-saving, aesthetically-pleasing designs creating a cleaner and less cluttered feel around the home. Jack Cheeseman investigates.


B


uilt-in appliances are at the forefront of white goods innovation; consumers recognise that while big ticket items are effective for making a statement


within the kitchen, they can also achieve the ‘wow’ factor with a suite of seamlessly integrated appliances to create a clean and simple look. Built-in works with both the trends of open-


plan living and compact kitchens. They create a blend of furniture and products throughout the home, helping consumers achieve a functional and efficient kitchen. Manufacturers tell ERT this trend will only


continue in the coming years. With banks of multiple products at consumers’ fingertips making every day cooking and food preparation much easier, it seems there’s no looking back. “Television programmes such as Location


Location Location and Dream Kitchens are building the trend for sleek minimalism in the kitchen with built-in playing a starring role,” comments Export Managing Director at Pando, Inaki Iturbe.


Cooking


This is by far the biggest market in built-in. Prior to the pandemic, there was significant growth in the market for built-in appliances, driven by large cooking appliances, according to Euromonitor International. Built-in cooking volume sales had grown by 3.1 per cent, reaching a staggering 2.59 million units sold, with a value of £881.5 million. It is important for electrical retailers to give these appliances the attention they deserve. As well as being striking and attracting


attention, the co-ordinating design of the built-in Hotpoint Class 9 range, for example, can provide significant add-on revenues. Customers might enter the showroom just looking to purchasing a single built-in oven, without knowing they can also purchase a built-in microwave, warming drawer and coffee machine from the same range to match perfectly.


British cooks love single ovens, and


choosing a single oven means the hob can be built over it – freeing up worktop space. “On average we sell 75 per cent more single


ovens than doubles, but that said there is still a place for the double oven in the British market,” says Carrie Bell, Consumer Marketing Manager at CDA. “The double is the perfect choice for


customers who want a lot of cooking capacity but either don’t have space for a range cooker or want a more streamlined style. Our latest range of ovens includes models with steam cooking, automatic programmes, roast probes and pyro clean.”


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