The UK: Home Category Data, The Consumer - small domestic appliances report offers a comprehensive insight into consumer attitudes in the UK small domestic appliances market. The report focuses on overall small domestic appliances products and its four sub-categories: Vacuum cleaners, Floor cleaners, Irons, and Heating & cooling appliances. Consumer data is based on our 2026 UK small domestic appliances survey, using a panel of 2,000 nationally representative consumers.
Key Highlights
- Direct from manufacturer/brand holds the highest conversion rate in the overall small domestic appliances market followed by Amazon
- Over half of respondents cited price as the driver of choice for their small domestic appliances purchases
- Most small domestic appliances consumers undertook some research before buying
Scope
- Around two-fifths of UK consumers have purchased small domestic appliances products in the last 12 months, with the highest purchasing penetration among 25-34 year-olds. Amazon is the most popular retailer for purchasing small domestic appliances products.
Reasons to Buy
- Identify the demographic profile of shoppers within each subcategory, allowing you to better target ranges
- Understand how drivers of purchase, such as range, price and quality, vary in importance among different demographics in order to maximise sales potential among target audiences
- Discover how channel usage for researching and purchasing is changing, to help target investment into growing areas
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Amazon
- Argos
- ASDA
- B&M
- Bosch
- Currys
- Direct from manufacturer/brand
- Dyson
- Home Bargains
- John Lewis & Partners
- Kärcher
- LG
- Lidl
- Morphy Richards
- Philips
- Retailer own brand
- Russell Hobbs
- Samsung
- Shark
- Tesco
- Vax
