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Small Domestic Electrical Appliances Market Report 2003
Key Note Publications Ltd, April 2003
The small domestic electrical appliances market has performed well in the UK compared with other electrical industries and has benefited from the boom in high-street spending. The market showed good growth to reach £799.3m in 2002.
The market is a fragmented and diverse one, encompassing small kitchen appliances, non-kitchen appliances and personal care items. Specific products range from commonplace household items, such as kettles, toasters and irons, to more niche products, such as electric toothbrushes. There has been major growth in the table-top cooking appliances sector, as consumers' demands in the pursuit of a healthier lifestyle have driven the sales of electric steamers, breadmakers and grilling machines - which were niche products - into the mainstream market. The boom in high-street coffee shops has given consumers a taste for real coffee and a resultant desire to purchase increasingly professional-quality coffee and cappuccino machines. Hair-styling appliances and electric toothbrushes also performed strongly over the period between 1998 and 2002.
The market has responded to changes in consumers' lifestyles and attitudes, as well as to the demands of fashion. There is an increasing awareness of the pleasures and benefits of healthier eating among consumers, as well as an increased interest in cookery. This is concurrent with a lack of time to devote to food preparation and cooking, due to busier lifestyles. Consequently, appliances which can aid the preparation of healthier, tastier food have found welcome places in the kitchen. Health and beauty issues have also influenced the growth in product ranges, such as electric toothbrushes and hair dryers. Demands for speed and convenience are equally important to the personal care sector.
Growth in individual sectors is due to an increased premium placed on style and design, and the introduction of new products into the market. Appliances which are familiar and, to some extent, saturated in the market, have increased their value through the development of premium models, boasting performance-enhancing innovations and a range of new styles and looks. Irons alone can boast performance improvements as a result of digital technology.
There has been increased consolidation in the industry, as fewer, larger companies acquire more and more familiar brands. Retail has also begun to consolidate, with mass retailers providing less expensive, diverse appliance ranges to complement their cheap ranges of food. Manufacturers are now looking to outsource manufacturing to cheaper centres in the Far East. We estimate that the market for small domestic electrical appliances will increase between 2003 to 2007.
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