Home Appliances ALL I WANT FOR CHRISTMAS
Haden’s Jersey Marmalade range kettle and toaster. Right: Indesit’s Aria Built-in Microwave Oven and Grill.
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Far left: Beko’s Bean To Cup Coffee Machine (CEG5301). Middle: Leisure’s Cuisinemaster Pro. Above: The Heritage Turquoise range kettle and toaster from Haden.
technology to aid consumers in achieving healthier lifestyles. For the passionate gourmet, there is an upward trend for dedicated steam ovens, which neatly sit alongside a built-in oven. With Christmas on the horizon, we know that people start preparing for the festive season soon after the summer holidays are over, but there are still opportunities for electrical retailers.
Keval Shah, Beko’s Head of Marketing, says: “While some will be planning entire kitchen renovations so they can host their families, others will simply be upgrading a few key appliances to cope with the demands of extra cooking and food preparation. All our MDA products play well into this space, so retailers should ensure they are primed on all categories. “The gifting opportunity for SDA over the festive period is an important one. The types of gifts consumers are considering have changed over the past few years. Whereas kettles and coffee machines never used to be considered as Christmas gifts, they are now luxury items that people actively covet.” Sachin Bagga, Director of homewares brands Sabichi and Haden, agrees, saying that with everything from great cookware and kitchen appliances for the home chef, to quintessentially British designed and coloured kettles and toasters for the house-proud customer, there are many great thoughtful gifts to choose from the SDA category. “Consumers are no longer happy with a standard stainless-steel kettle and toaster, but more charismatic colours, such as green, blue, red or copper, are now really popular,” he continues. “We have seen this with the rise in popularity of our retro Heritage Turquoise range and our Jersey Marmalade range.”
The increased focus on consumers’ experience
with products in retail stores is changing how manufacturers think about developing their products. Sabichi, for example, concentrates on a British aesthetic born from its long history when it comes to its kettles.
In addition, Mr Bagga adds: “Zero waste, healthy eating and a more mindful way of living is a key element that matters to our modern consumer.” KitchenAid highlights that many small domestic appliances sales rise during the festive season. Lee Collett, KitchenAid’s Channel Controller, says: “The KitchenAid stand mixer, for example, is an ideal gift for budding bakers. It is available in a variety of colours, including the iconic Empire Red, making it ideal for a personal gift as it can be matched to a specific kitchen décor or chosen because it is the recipient’s favourite colour. “Programmes like The Great British Bake Off influences KitchenAid stand mixer sales; as it’s on television throughout the autumn, it gives consumers time to add it to their wish list for the festive season.”
The introduction of induction Induction hobs have witnessed significant growth; according to a study conducted by Houzz, 41 per cent of homeowners included an induction hob as part of their kitchen renovation plans, with only 29 per cent of consumers opting for a gas hob. Catherine Balderson, Hotpoint’s Senior Brand Manager,
comments: “Induction has witnessed
an increase in popularity as consumers begin to appreciate the tremendous efficiency, speed, safety, controllability and economical cooking that they offer. Induction hobs are available at various price
points, now even at entry-level, making them more accessible than ever before. “Appliances that work to reduce stress in the kitchen are a bonus at any time of the year, particularly during the festive season.” Indesit’s Brand Manager, Sara Bazeley, adds:
“Research states that only 22 per cent of British consumers feel that they have great knowledge of, and experience with, food and cooking. The task of cooking a large family roast, with all of the trimmings, can, therefore, be extremely daunting.” Christmas is all about entertaining and big family meals, so range cookers are always a focus. Christmas dinner is a large meal with many separate co mponents and the challenge of juggling the cooking of a large joint of meat, with numerous accompanying side dishes, is a tricky one. Add to this the further challenge of ‘multi meal households’, for example, those with specialist diets or food intolerances, and the flexibility of having a number of completely separate cavities is appealing. Says Sarah Whitfield, Product Manager for Range Cooking at Glen Dimplex Home Appliances: “When we asked consumers about the most important functions that would convince them to buy a range cooker ahead of the Christmas period the most highly rated features were a multifunction oven, two or more oven cavities and a separate grill, plus easy clean functionality.”
Range cookers will always win in a style contest – they come in such a variety of colours that add a splash of excitement and create even more of a statement piece in a kitchen. Gino Grossi, Leisure’s Brand Manager, adds: “While a built-in oven is designed to fit in to your
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