Recording fairly stable demand for a number of years over the review period, small cooking appliances experienced stagnation in late 2019 as a result of social outbreak in Chile including protests which disrupted some supply chains and distribution. The emergence of COVID-19 in early 2020 exacerbated a number of issues related to the category, while consumers prioritised their spending due to growing price sensitivity and rising unemployment, with many only replacing basic appliances used in the kitchen out of necessity rather than upgrading.
Despite the undynamic performance of the overall category, a number of products stood out for their strong growth rates in 2020; with foodservice outlets closed or operating a reduced service, some households chose to create their own home cafés. This resulted in further demand for espresso coffee machines and hard pod coffee machines, with coffee machines having a fairly low penetration rate in Chile.
Thomas (Comercial Los Robles LTDA) remained the leading brand within small cooking appliances in 2020, gaining further volume share. The company’s presence is strongest in standard coffee machines and electric grills in addition to other small cooking appliances, although the dynamic performance of Nespresso within hard pod coffee machines and Ursus Trotter within standard coffee machines placed increasing pressure on Thomas, with the latter declining in volume sales and share in 2020 within the category.
Whilst 2021 is still set to see low declines overall for the category before it enters a recovery phase from 2022, a number of small cooking appliances are predicted to experience an early upturn in demand in line with health and wellness trends and a move away from traditional methods of cooking. This will benefit light fryers, electric grills and electric steamers, with this trend set to take some share from large cooking appliances, as consumers adopt different methods of preparing and cooking food which they have had time to explore during home seclusion as a result of the pandemic.
Emerging categories such as hard pod coffee machines, in addition to espresso coffee machines, will continue to be given a boost with many consumers continuing to spend longer periods of time in the home, including working, with the virus still in circulation heading into 2021. The consumption of fresh coffee continues to grow in Chile, with this trend increasingly reaching the mid-income group of consumers who want an alternative to visiting specialist coffee shops.
Products that incorporate smart technology are likely to play an important role in players’ strategies to reactivate the category and add specific value, with value growth (at constant 2020 prices) set to outperform volume growth over the forecast period. Promoting the simplification of chores and greater functionality can boost demand for small cooking appliances amongst more affluent consumers, especially when one of the trends amongst Chileans is the search for household appliances that facilitate various tasks in the kitchen.
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Understand the latest market trends and future growth opportunities for the Small Cooking Appliances industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Small Cooking Appliances research and analysis database.
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