Food Preparation Appliances in the US

PROSPECTS

Value sales continue to grow as volumes remain in decline

The food preparation appliances category experienced a fourth consecutive year of declining volume sales in 2019. However, the news was not all negative for manufacturers, as a shift to higher-end models actually meant that the category continued to record positive current value growth in 2019.

Mixers the positive outlier in a generally declining category

Mixers were the only products in the food preparation appliances category that maintained positive volume sales growth throughout the review period. The category benefits from the well-recognised brand name and capabilities of KitchenAid, the leading brand in volume sales in mixers.

Juicer manufacturers’ educational efforts beginning to pay off

Centrifugal and slow juicers are products that are able to address a consumer trend toward healthier lifestyles, with manufacturer efforts to educate consumers about their benefits helping both centrifugal juicers and slow juicers to grow in 2019. The information campaigns have helped convince consumers that the preparation and clean-up time required to make juice at home – two pain points that negatively impacted the industry in the past – are worth the effort.

COMPETITIVE LANDSCAPE

Category leaders feel the heat as new competitors gain share

Food preparation appliances was a challenging landscape for the leading manufacturers in 2019, with category leaders Hamilton Beach Brands, Newell Brands and Spectrum Brands all experiencing volume sales declines. The three manufacturers have seen declines in sales of lower-end products throughout the category, with the shift towards more multifunctional and premium appliances allowing newer competitors to take an increasing share in food preparation appliances.

New Kuvings slow juicer takes a holistic approach to consumer wellness

Kuvings, owned by Korean electronics manufacturer NUC Electronics Company, released the HealthFriend Smart Juicer in 2019. The slow juicer takes health and wellness support farther than most connected appliances by including a body composition analyser installed directly in the juicer.

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