logo
EN-GB

04.05.2017

Pyrolytic cleaners turning up the heat within the cooking market

The first quarter of 2017 has seen less growth for MDA than last year with total value growth only slightly below 1%. Cooking is one product group which has stayed relatively flat, down 1% at £189million. Value sales have outperformed volume, with cooking down 2% at 476k units sold in the first three months of the year. Internet sales for cooking are lower than most other MDA product groups (34% share), some of which have reach a 50/50 split.

The trend for integrated kitchens is continuing to show within cooking. Freestanding cookers are becoming less popular down 6% in value whilst built-in ovens, which now make up 48% of total cooking sales, have grown 8% and are now worth £87.5m.

The big freestanding winner in recent times has been range cookers which have been one of the many larger capacity home appliances helping to drive growth. However these are also down approximately 1% in line with the total product group. This drop has come mainly through the first two months of the year with sales picking back up in March (value growth at +8% compared to March 2016).

Newer technologies continue to prove popular with consumers as sales of pyrolytic self-cleaning ovens worth £19m in Q1 (up 26% on Q1 2016). This now accounts for 10% of total cooking value whilst cookers with no self-cleaning function have a share which is slowly declining (currently 55%). The price of all three self-cleaning types (pyrolytic, catalytic and hydrolytic) has fallen compared to Q1 2016 though they all remain in the premium price bracket proving that consumers are willing to pay more for time saving features.

Related Products

  • GfK Key Account Data

    Based on named retailer data, KAD is invaluable in defining successful Category Management & optimizing Supply Chain Strategy. KAD is a common information currency for Retailers & Industry.

    Read more
  • GfK Why2Buy

    Custom surveys run on GfK’s Consumer Panel to understand the ‘why’ behind shoppers’ purchase behaviour. Results are calibrated to panelists’ purchase behavior.

    Read more
  • GfK Point of Sales Tracking

    Product tracking comparison tool measuring market share and brand performance. Data from both retailer and reseller. Regular POS insights across all relevant channels.

    Read more

Related Insights

View all Insights