Earlier this year a lot of focus was devoted to the runaway success of hot beverage makers and juicers. With the return to television of ‘The Great British Bake Off’ and Jamie Oliver, food preparation* appliances have recently redressed the balance and have played a key role in driving growth across total small kitchen appliances (SKA). Value has risen by 15% over the last twelve months, surpassing £175m. Liquidisers and kitchen machines remain largely responsible for this success, with the former soaring by 69% and the latter 16% on the year, jointly accounting for nearly 60% of the total category’s value.
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August has been a lucrative month for liquidisers in particular, with sales breaking £6m on the month for the first time ever as volume and value both rose at over 70% against 2013. Kitchen machines have similarly seen strong volume growth of 51%, although a sharp fall in average price has led to a more moderate 15% value growth whilst highlighting an increasingly competitive product and brand structure. New entrants and pricing changes have also affected consumer buying habits, the proportion of kitchen machines being bought online falling from 37% to 30% in just a year, bucking the wider trend in SKA.
* Food Preparation = Liquidisers, Kitchen Machines, Food Processors, Hand Blenders, Hand Mixers, Choppers.