Food preparation appliances saw falling sales in all years of the review period up to and including 2019. This was mainly due to consumers cooking less from scratch at home due to their busy lives, as well as the limited space available in modern Japanese kitchens.
Mixers saw the strongest retail volume increase in 2020, recording double-digit growth. These products are used mainly in the preparation of desserts and confectionery, and this increased during the period of soft lockdown, which drove sales; this was a trend driven by Instagram.
A number of foreign brands have established a presence in food preparation appliances, including T-Fal, Braun and Cuisinart. However, Japanese brands hold the lead in every category except other food preparation appliances, in which the Dutch brand Philips is dominant.
Towards the end of 2019, T-Fal released a handheld blender named Baby Multi (HB65H8JP), which the brand claims works very well for producing baby food. The blender has a standard attachment and jug to perform the basic hand blender function, and also a baby food attachment which offers a smoother blend, and a smaller jug, which is a suitable size for the small quantities produced when making baby food.
After a year of strong growth in 2020, which bucked the declining retail volume trend, food preparation appliances is set to return to seeing a strong fall in sales in 2021, with a continued although slowing rate of decline expected over the rest of the forecast period. The boom in sales of blenders, food processors and mixers seen in 2020 is not expected to continue in 2021, with all categories set to return to decline.
Whilst the health and wellness trend has achieved significant momentum in Japan, and was given a boost by COVID-19, the capacity of juice extractors to tap into the demand for healthy products is being constrained by the concurrent strong rise in demand for convenience. This challenge has been magnified by packaged drinks manufacturers targeting the demand for convenience by offering packaged juice, which can be consumed immediately, without preparation or the subsequent need for cleaning an appliances.
E-commerce is playing an increasingly important role in the distribution of food preparation appliances in the Japanese market. Consumers are increasingly willing to view the designs of products and compare features online, making use of websites that show scores and reviews from previous purchasers.
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This report originates from Passport, our Food Preparation Appliances research and analysis database.
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