The pace of growth in small appliances is progressively slowing in Western Europe, impacted by growing degrees of maturity. Manufacturers are therefore focusing on value growth and the launch of upmarket innovations. Technologies related to connectivity and voice control are set to gain momentum in the forecast period. Likewise, appliances connected to the health and wellness trend continue holding strong growth potential as consumers increasingly take care of their wellbeing and appearance.”
The performance of small appliances was supported by growing interest in consumer nutrition with appliances that enable consumers to prepare balanced and nutritious meals seeing strong growth. Food preparation appliances such as slow juicers, food processors, blenders, along with small cooking appliances such as light fryers and electric steamers performed well over the review period.
As Western European consumers are more and more concerned about their appearance, they are also ready to invest in products that help maintain it. Oral hygiene remains a crucial part of this, not only for aesthetic reasons but also due to better education regarding the implications of poor oral care. Having clear skin is also among the areas of focus for consumers. Consequently, electric facial cleansers as well as other facial treatment devices continue to be among the most dynamic categories in volume terms. New product launches and enhancements are projected to create additional room for growth over the forecast period.
With a growing number of asthma and allergies sufferers, along with rising awareness about the negative impact of pollution in urban environments, consumers are increasingly looking for appliances enabling them to have cleaner air inside their homes. Consequently, air purifiers is set to be one of the fastest growing categories in the coming years. In the same way, humidifiers and dehumidifiers are expected to be in strong demand.
Electronics and appliance specialist retailers remains the leading distribution channel driving small appliances sales in Western Europe. However, the fastest growing channel is internet retailing. It is set to continue gaining share over the forecast period due to the convenience and high level of price transparency that it offers, along with the rapid expansion of Amazon and other online pure players.
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