A consumer shift towards higher-end food preparation appliances in past years has resulted in longer replacement cycles and fewer volume sales, as well as contributing to another year of rising unit prices in 2018. Consumers looking to optimise their limited disposable income have taken to doing more research about food preparation appliances before making their selections, and the lasting value of more-premium models helps consumers justify the higher costs.
US consumers, especially millennials, continue to focus on improving their diets. The focus on healthier living leads consumers to be more aware of what goes into their meals, giving food preparation appliance sellers an opportunity to market their wares as direct solutions.
Centrifugal juicers and slow juicers did not benefit from their ties to healthy living as much as other appliances, with the two posting volume sales declines in 2018. Juicers’ relative lack of multifunctionality when compared to blenders was a primary factor in declining consumer interest.
SharkNinja Operating LLC, the maker of Ninja appliances, is one of the most innovative manufacturers in the category, rolling out blenders and food processors that can be equipped with a variety of accessories to work with different kinds of meals. Importantly, most parts and accessories are dishwasher-safe, allowing consumers to save time on cleaning.
Hamilton Beach Brands’ appliances have a strong presence in each category of food preparation appliances, helping to maintain its status as the overall leader in volume terms in 2018. Its brands are well known and trusted by US consumers, and its strong distribution network means consumers see its models in most major retailers.
While hypermarkets remained the primary selling channel for food preparation appliances in 2018, internet retailing recorded significant growth once again. The channel was helped by knowledgeable consumers looking for bargain prices online, especially during the biggest shopping holidays.
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