Food Preparation Appliances in the Netherlands

PROSPECTS

As consumers only opt for appliances they consider essential in 2019, blenders and mixers generate positive sales, while juice extractors decline

Volume sales of food preparation appliances declined in 2019 as consumers were more interested in necessities. As such, blenders and mixers were the only categories that saw volume sales growth in 2019.

Lacking much innovation, manufacturers lower prices to attract consumers

With manufacturers having offered less innovation in food preparation appliances in 2019, consumers were also less enthusiastic about replacing their appliances. Instead, average unit prices of food preparation appliances slightly declined in 2019 as manufacturers sought to lure consumers with discounts.

Consumers increasingly purchase these products through convenient internet retailing

Internet retailing of food preparation appliances continued to grow strongly in 2019. In addition to the ease with which they can go online to compare products and prices, many Dutch consumers find it convenient to order online as well.

COMPETITIVE LANDSCAPE

BSH Huishoudapparaten strengthens its lead by taking advantage of its Bosch brand reputation and promoting its products with cashbacks

BSH Huishoudapparaten continued to strengthen its lead in food preparation appliances in 2019, a position it gained after surpassing its closest competitor, Koninklijke Philips Electronics, in 2018. Over the years BSH has taken advantage of the popularity of its Bosch brand in major appliances by introducing quality food preparation appliances competing with brands like Philips and Tefal, which ranked second and third in 2019, respectively.

Koninklijke Philips changes focus to producing and promoting value-added products

Koninklijke Philips Electronics with Philips retained its second leading position just narrowly ahead of Groupe SEB Nederland (Tefal) in 2019. Koninklijke Philips remains innovative, leading with new product developments such as the vacuum blender.

Smaller companies and brands benefit from consumer downtrading

Small companies such as Spectrum Brands Benelux enjoyed volume growth over the review period despite the overall decline in sales of food preparation appliances. This is because consumers were downtrading, looking for cheaper alternatives to usual brands such as Philips, Tefal and Bosch.

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