The US electric kettle market is expected to witness strong growth during the forecast period. The country is observing a rising trend for multi-functional appliances which is expected to boost the demand for electric kettles in the country.
The demand for electric kettles has steadily increased in the past few years predominantly in the variable temperature control segment as this precise temperature control allows users to control temperature while making teas, coffees and other beverages.
The United States is also the largest market for small kitchen appliances in the world. The growing number of smaller houses and apartments in the US is fuelling the demand for small kitchen products such as electric kettles as they are portable and can fit in small spaces. Most of the kitchens in the country are being renovated by the homeowners living in the suburbs in the US which provides a great opportunity for small kitchen appliances such as electric kettles as they are energy-saving and time-saving. These factors are expected to fuel the growth of electric kettles further in the forecast period.
The manufacturers in the United States are introducing kettles with some cutting edge technologies that enhance the efficiency and safety of electric kettles For instance, some manufacturers of electric kettles are employing Britain Strix technology.
Key Market Trends
Increase in Retailing of Electric Kettles
The country is witnessing significant growth in the sales of small kitchen appliances such as electric kettles. Kettles are a convenient and energy-efficient option for heating foods and beverages which is increasing their demand amongst Americans which in turn is fuelling the sales of electric kettles in the country. Sales of variable temperature control kettles are growing faster as consumers are becoming more sophisticated.
As per estimates, nearly 6.3 million electric kettles were sold in the US in 2019. The sales of electric kettles have been increasing exponentially in the country in recent years with nearly 20% increase in unit sales in 2019 and an 18% increase in the dollar sales of electric kettles. The trajectory is expected to witness further growth in the anticipated period.
Discount Stores are The Most Preferred Distribution Channels
Discount stores are the primary channels of distribution for electric kettles in the United States and they accounted for nearly 64% of the total sales in 2019. Discount stores are highly preferred in the United States for purchase of small appliances such as electric kettles as these stores offer better visibility of products, personalized, targeted promotions and discounts which attracts consumers to purchase products through this channel.
Some of the prominent discount stores in the United States such as Target, Amazon, and DSW also offer loyalty programs for customer retention. The customer-centric shopping experience tailored to the wants and needs of consumers is driving more consumers which is further fuelling the growth of electric kettle sales.
The US electric kettle market is fragmented with the presence of various local as well as international players. Some of the major players in the market include Hamilton Beach Brands, Newell Brands, KitchenAid, and Russel Hobbs. Apart from these, the country also has the presence of some small players which are exclusively offering small kitchen appliances such as Dash, Smeg SPA, Secura and Brentwood Appliances. There is an aggressive competition between companies as the players are moving towards product innovations in order to offer better product functionally and enhanced features in their products.
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Table of Contents
1.2 Study Assumptions
1.3 Scope of the Study
4.2 Insights on energy efficiency ratings for the industry
4.3 Insights on safety and regulatory standards for electric kitchen appliances
4.4 Insights on technological innovations
5.2 Market Drivers
5.3 Market Opportunities
5.4 Market Restraints
5.5 Industry Value Chain Analysis
5.6 Porters 5 Forces Analysis
6.1.1 Stainless Steel
6.2 By Application
6.3 By Distribution Channel
6.3.2 Specialty Stores
6.3.4 Other Distribution Channels
7.2 Company Profiles
7.2.4 Newell Brands
7.2.7 Russell Hobbs
7.2.10 Hamilton Beach Brands
7.2.14 BrentWood Appliances
A selection of companies mentioned in this report includes:
- Newell Brands
- Russell Hobbs
- Hamilton Beach Brands
- BrentWood Appliances