Having already achieved strong volume growth in 2017, blenders, especially high-speed ones and food processors, achieved the highest volume growth in 2018 and supported the performance of the overall category. Such growth was supported by increasing awareness of healthy living.
Internet retailing continued to record volume growth in 2018, while sales through traditional hypermarkets, supermarkets and electronics and appliance specialist retailers continued to decline. As the younger generations are becoming the major consumers, online purchasing is preferred when buying small appliances in China.
Impacted by the trend towards updating products in China, the average unit price of food preparation appliances continued to increase in current value terms in 2018. Compared with major appliances, the unit prices of food preparation appliances are relatively low and therefore have more elasticity in terms of price increases.
In 2018, Joyoung Co remained the leading player within food preparation appliances, holding the highest shares in categories such as blenders, food processors, centrifugal juicers, slow juicers and other food preparation appliances. Its strong position is thanks to its wide product portfolio spanning all categories within food preparation appliances, as well as its extensive distribution network throughout China.
Domestic brands hold the dominant position within food preparation appliances in China. A wide range of product offerings, multi-functionality, competitive pricing and technological innovation contribute to the position of Chinese brands.
Leading brands such as Joyoung, Midea and Supor continued to record volume growth within food preparation appliances in 2018. As food preparation appliances is a mature category in China, brand recognition plays a vital role in the consumer purchasing decision process.
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This industry report originates from Passport, our Consumer Appliances market research database.