The World of Small Domestic Appliances @ IFA

Innovation is key word – trending to convenience, health and connectivity

Demand for small domestic appliances continues to grow. From January to June 2017, the global market (excluding North America) showed positive growth – with an overall market value increase of 8.4% to €21.5bn.

There is no doubt that we are living in a golden age for small, single-purpose kitchen appliances and the statistics back up that rather bold statement. Creating healthier foods for wellbeing in a convenient way is the key theme driving demand for blenders, kitchen machines and soup makers. This segment of the market has been strong, taking over from juicers and food processors which had been on trend in the previous couple of years. Meanwhile demand for premium coffee makers remains high, as consumers continue to want to create coffee shop quality at home.
GfK expects global sales growth of 6-8% for the year 2017. Over half of this global growth is attributed only to the sales in the cities tracked by GfK in China (including online sales). The largest small domestic appliances market – Europe – grew by 4.1% compared to the same period the previous year. The sales volume is now €9.5bn. Stand blenders with an integrated cooking function are in demand, for example. Driven by the Chinese market, this product group has grown considerably (up 96%), achieving overall revenue of €116m.
Hot air fryers that promise healthier food thanks to the use of less fat are also selling strongly, with global sales growth of 20%.
Connectivity with smartphones is becoming more and more important for small domestic appliances. The value-based market share of connected appliances in Western Europe is currently 26%, compared to 9% the previous year.

8.4%
SDA sales grew 8.4% in the first six months of 2017, according to GfK

4.1%
Sales in Europe – the largest SDA market – grew 4.1% in the first six months of 2017 versus the same period last year
Source: GfK