Food preparation appliances saw growth during the COVID-19 crisis driven by an increase in home cooking resulting from home seclusion, foodservice closures and concerns about viral transmission in public settings. In addition, COVID-19 bolstered the existing health and wellness trend, raising awareness of the role of nutrition in maintaining physical and mental wellbeing and, especially, in strengthening the immune system.
Digital channels played a key role in the growth of food preparation appliances in 2020. E-commerce was already the largest distribution channel in food preparation appliances prior to the outbreak of COVID-19, providing a solid platform for the further development of the category as consumers increasingly turned to online shopping in the context of physical store closures and concerns about viral transmission through social contact.
Joyoung Co Ltd remained the leading player in food preparation appliances in 2020 despite seeing a continued decline in its volume share. The company is the largest player in blenders, centrifugal juicers, slow juicers and other food preparation appliances, though it lost the lead in food processors to Vorwerk China Household Appliances Co Ltd in 2020.
Joyoung has introduced self-cleaning soybean milk makers, which do not require manual cleaning and, therefore, appeal to busy modern consumers in search of convenience. The product also offers a low level of noise, the opportunity to set the time of operation, potential for connectivity with smartphones, and multi-functionality, as it can also be used as a coffee machine or juicer.
Food preparation appliances is expected to see continued and steady year-on-year volume growth throughout the forecast period supported by consumers increased tendency to cook and eat at home. Having been forced to engage in more home cooking during lockdown, many consumers are expected to continue to prepare and eat food at home during the forecast period.
The revitalised interest in home cooking is likely to have a positive impact on the other food preparation appliances category, which is expected to see a positive performance over the forecast period having experienced decline over 2015-2020. Increasingly sophisticated home cooking requirements and an expanding and diversified product offer are set to generate consumer interest in areas such as electric mincers (grinders), though this will be partially offset by decline in the relatively mature soybean milk makers segment.
The COVID-19 crisis has consolidated the dominant position of e-commerce in food preparation appliances, and the channel is expected to continue to increase its share of category sales during the forecast period. The pandemic has expanded the e-commerce consumer base, with many consumers having become newly familiar with online shopping, while many others have increased the frequency of their online purchases.
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This report originates from Passport, our Food Preparation Appliances research and analysis database.
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