Small Domestic Electrical Appliances

 Published On: May, 2015 |  Published By: Key Note | Format: PDF
Request Free Sample

This Key Note Market Report examines the UK market for small domestic electrical appliances. In 2014, the market exhibited dramatic growth of 27.7% from the previous year, but it is nevertheless important to consider this within the context of consecutive years of substantial decline in 2012 and 2013. Growth was exhibited across both market sectors in 2014, although it was more dramatic in the small kitchen appliances category than in the other non-kitchen appliances sector. The former consists of the following five subsectors, the first four of which increased in value in 2014: kettles and coffee/tea makers; food preparation appliances; toasters and sandwich makers; table-top cooking appliances; and deep-fat fryers. The latter category includes irons, fans and handheld vacuum cleaners, all of which grew in value in 2014.

While price and affordability continue to be key drivers in this market, growing momentum behind the UK economic recovery has enhanced the importance of build-quality and functionality, bolstering sales of high-end appliances. The surging popularity of both high-quality coffee and baking from home are also proving to be important trends in this market, contributing to impressive sales growth in the kettles and coffee/tea makers, and food preparation appliances categories. Nevertheless, threats remain in this market. While the number of one-person households has grown historically thereby increasing the average number of appliances owned per person it dipped between 2013 and 2014, with the number of households containing four people increasing instead. Consequently the potential demand for small domestic electrical appliances fell in 2014. In addition, the increasingly health conscious nature of the consumer base is threatening the demand for appliances such as deep-fat fryers, limiting growth potential in this market.

The competitiveness of this market is also restricting profitability and retail sales value. Despite widespread brand awareness, manufacturers are increasingly required to invest in marketing activity to differentiate from competitors within a challenging market. With regards to retail, the increasing influence of e-commerce is changing the landscape of the marketplace. Aggressive online pricing strategies, improved choice and online reviews have changed buyer behaviour and, as such, physical retailers and especially dedicated small appliance outlets, are struggling to remain competitive.

The current UK market for small domestic electrical appliances is therefore one of contrasts. Dramatic annual growth in 2014 is impressive, but does not change the fact that the post-recession marketplace remains a challenging environment. As the economic recovery progresses though, it is expected that growth will become more modest but more consistent. As such, Key Note forecasts overall market growth of 10.3% between 2015 and 2019.

Introduction & Definition 1
REPORT COVERAGE......1
MARKET SECTORS.........1
Small Kitchen Appliances..........1
Other Non-Kitchen Appliances2
1. Executive Summary 3
2. Whats KEY in the Market? 4
KEY DRIVERS........4
MARKET TRENDS4
Household Composition.4
Table 2.1: Total Number of UK Households by Number of Inhabitants (000), 2001
and 2011-2014.......5
Figure 2.1: Number of UK Households by Number of Inhabitants (000), 2001 and 2011-2014...6
Consumer Trends..6
E-Commerce7
ECONOMIC TRENDS......8
Table 2.2: UK Economic Trends (000, m, %, million and ), 2010-2014......9
MARKET POSITION......10
Table 2.3: UK Consumer Expenditure on Small Domestic Electrical Appliances and All Household Appliances (m and %), 2010-201411
Figure 2.2: UK Consumer Expenditure on Small Domestic Electrical Appliances and All Household Appliances (m), 2010-2014..12
HOW ROBUST IS THE MARKET?...12
3. Market Size, Segmentation & Forecasts 13
MARKET SIZE & SEGMENTATION.13
The Total Market13
Table 3.1: The Total UK Small Domestic Electrical Appliances Market by Sector by Value at Current Prices (m at rsp), 2010-2014.........14
Figure 3.1: The Total UK Small Domestic Electrical Appliances Market by Sector by Value at Current Prices (m at rsp), 2010-2014.........14
Market Sectors.....15
Small Kitchen Appliances........15
Table 3.2: The UK Small Kitchen Appliances Sector by Subsector by Value at Current
Prices (m at rsp), 2010-2014..15
Other Non-Kitchen Appliances.........18
Table 3.3: The Non-Kitchen Appliances Sector by Subsector by Value at Current Prices (m at rsp), 2010-2014.........18
FORECASTS.........20
Future Trends.......20
Household Composition..........20
Table 3.4: Household Projections in England by Average Number of Occupants (000 and %), 2017-203721
Technological Development...21
Challenging Retail Environment.......22
Future Economic Trends..........22
Table 3.5: Economic Forecasts (000, % and million), 2015-2019.......23
Forecast Total Market...23
Table 3.6: The Forecast Total UK Small Domestic Electrical Appliances Market by Sector by Value at Current Prices (m at rsp), 2015-2019..24
Small Kitchen Appliances........24
Table 3.7: The Forecast UK Small Kitchen Appliances Sector by Subsector by Value at Current Prices (m at rsp), 2015-2019....25
Other Non-Kitchen Appliances.........25
Table 3.8: The Forecast UK Other Non-Kitchen Appliances Sector by Subsector by Value at Current Prices (m at rsp), 2015-2019.........26
MARKET GROWTH......26
Figure 3.4: The Forecast Total UK Small Domestic Electrical Appliances Market by Value at Current Prices (m at rsp), 2010-2019.........26
4. International Perspective 27
OVERVIEW..........27
OVERSEAS TRADE........27
General Overview..........27
Table 4.1: UK Trade Balance of Small Domestic Electrical Appliances (m), 2010-2014..28
Table 4.2: UK Trade Balance of Small Domestic Electrical Appliances by Subsector (m), 2014..29
Exports........29
Table 4.3: UK Exports of Small Domestic Electrical Appliances by Subsector (m), 2014.30
Imports.......30
Table 4.4: UK Imports of Small Domestic Electrical Appliances by Subsector (m), 2014.31
5. Competitor Analysis 32
MARKET LEADERS.......32
Table 5.1: Selected Leading Companies Engaged in the UK Market for Small Domestic Electrical Appliances by Turnover (000), Latest Financial Year32
BSH Home Appliances Ltd.......33
Table 5.2: Financial Results for BSH Home Appliances Ltd (000), Years Ending
31st December 2009-2013.......34
Electrolux PLC......34
Table 5.3: Financial Results for Electrolux PLC (000),Years Ending 31st December 2009-2013....35
Groupe SEB UK Ltd........35
Table 5.4: Financial Results for Groupe SEB UK Ltd (000), Years Ending
31st December 2009-2013.......36
Kenwood Ltd.......37
Table 5.5: Financial Results for Kenwood Ltd (000),Years Ending 31st December 2009-2013....38
Morphy Richards Ltd.....38
Table 5.6: Financial Results for Morphy Richards Ltd (000), Years Ending 31st March 2010-2014...39
Spectrum Brands (UK) Ltd.......39
Table 5.7: Financial Results for Spectrum Brands (UK) Ltd (000), Years Ending 3th September 2009-2013.......40
Philips Electronics UK Ltd........40
Table 5.8: Financial Results for Philips Electronics UK Ltd (000), Years Ending 31st December 2009-2013.......41
NUMBER OF COMPANIES....42
By Turnover..........42
Table 5.9: Number of UK VAT- and/or PAYE-Based Enterprises Engaged in the Manufacture of Electric Domestic Appliances
by Turnover Sizeband (000, number and %), 2014.....42
Table 5.10: Number of UK VAT- and/or PAYE-Based Enterprises Engaged in the Retail Sale of Electrical Household Appliances in Specialised Stores
(excluding audio and visual equipment) by Turnover Sizeband (000, number and %), 2014.....44
By Employment....44
Table 5.11: Number of UK VAT- and/or PAYE-Based Enterprises Engaged in the Manufacture of Electric Domestic Appliances by Employment Sizeband (number and %), 2014..45
Table 5.12: Number of UK VAT- and/or PAYE-Based Enterprises Engaged in the Retail Sale of Electrical Household Appliances
in Specialised Stores (excluding audio and visual equipment) by Employment Sizeband (number and %), 2014..........46
Regional Variation in the Marketplace......46
Table 5.13: Number of UK VAT- and/or PAYE-Based Enterprises Engaged in the Manufacture of Electric Domestic Appliances by Region (number and %),
2014.47
Table 5.14: Number of UK VAT- and/or PAYE-Based Enterprises Engaged in the Retail Sale of Electrical Household Appliances in Specialised Stores
(excluding audio and visual equipment) by Region (number and %), 2014........48
MARKETING ACTIVITY..........49
Table 5.15: Main Media Advertising Expenditure on Small Domestic Electrical
Appliances (000), Years Ending September 2013-2014..........49
Tea/Coffee Makers.........49
Table 5.16: Main Media Advertising Expenditure on Tea/Coffee Makers (000), Year Ending September 2014..........50
Food Mixers and Processors....51
Table 5.17: Main Media Advertising Expenditure on Food Mixers and Processors (000), Year Ending September 2014.........51
Toasters and Sandwich Makers.........51
Table 5.18: Main Media Advertising Expenditure on Toasters
and Sandwich Makers (000), Year Ending September 2014.52
Electric Irons.........52
Table 5.19: Main Media Advertising Expenditure on Electric Irons (000), Year Ending September 2014..........52
KEY TRADE ASSOCIATIONS.52
EXHIBITIONS/TRADE SHOWS.........53
6. Buying Behaviour 54
CONSUMER PENETRATION..54
Table 6.1: Consumer Penetration of Small Domestic Electrical Appliances by Type,
Ownership and Recent Purchase (% of adults), Year Ending September 2014...55
Kettles........55
Table 6.2: Kettle Ownership by Sex, Age, Social Grade and Region (% of adults),
Year Ending September 2014.56
Toasters......57
Table 6.3: Toaster Ownership by Sex, Age, Social Grade and Region (% of adults), Year Ending September 2014.57
Irons.59
Table 6.4: Iron Ownership by Sex, Age, Social Grade and Region (% of adults), Year Ending September 2014..........59
Food Processors...60
Table 6.5: Food Processor Ownership by Sex, Age, Social Grade and Region (% of adults), Year Ending September 2014........61
Food Mixers..........62
Table 6.6: Food Mixer Ownership by Sex, Age, Social Grade and Region (% of adults), Year Ending September 2014........62
Liquidisers/Blenders/Smoothie Makers.......63
Table 6.7: Ownership of Liquidisers, Blenders and Smoothie Makers by Sex, Age,
Social Grade and Region (% of adults), Year Ending September 2014......64
Juicers.........65
Table 6.8: Juicer Ownership by Sex, Age, Social Grade and Region (% of adults), Year Ending September 2014........65
Coffee Machines..67
Table 6.9: Coffee Machine Ownership by Type and Sex, Age, Social Grade and Region (% of adults), Year Ending September 2014........67
7. Strengths, Weaknesses, Opportunities & Threats 70
STRENGTHS.........70
WEAKNESSES.....70
OPPORTUNITIES71
THREATS...71
8. PESTEL 72
POLITICAL 72
ECONOMIC ........72
SOCIAL .....73
TECHNOLOGICAL ........73
ENVIRONMENTAL ......74
LEGISLATIVE ......75
9. Further Sources 76
Associations........76
Publications........76
General Sources76
Government Publications ...77
Other Sources....77
Understanding Consumer Survey Data 78
Number, Profile, Penetration........78
Social Grade........79
Standard Region..........79
Key Note Research 80
The Key Note Range of Reports 81

If the above report does not have the information suitable for your business, we can provide custom research that can be lucrative for your business or enhance your profession.