Retail volume sales of small cooking appliances continued to grow during 2020, albeit at their slowest rate in a decade. This was a resilient performance in the face of COVID-19, which led to a significant increase in unemployment and weighed heavily on consumer confidence, and the steepest rate of increase in unit price in more than a decade, which was trigged by a hike in the rate of VAT.
With many consumers spending much more time at home during 2020, demand growth for coffee machines remained strong. Rather than visiting foodservice outlets, a growing number of local consumers took to brewing their own coffee, and the convenience offered by hard pod coffee machines – particularly the De’Longhi, Braun, Philips and Nescafé Dolce Gusto brands – proved to be particularly appealing to them.
Canada-based Instant Brands Inc’s Instant Pot, which an electric pressure cooker, grew in popularity in Saudi Arabia during 2020. It is now widely available in hypermarkets and specialist electronics, appliance retailers and home and garden specialist retailers, as well as online.
The rate of growth in retail volume sales of small cooking appliances will accelerate modestly in 2021, as the economic impact of COVID-19 begins to fade and the number of migrant workers in the country begins to increase again. Demand will also be supported by a modest decline in the unit price of some small cooking appliances, such as deep fat fryers and coffee machines.
Retail volume sales of light fryers will continue to exhibit a strong rate of growth during the forecast period. Local consumers increasingly perceive them as a healthier alternative to deep fat fryers, with retail volume sales of the latter set to be static during the forecast period.
While hypermarkets and particularly electronics and appliance specialist retailers continue to dominate the distribution of small cooking appliances, e-commerce is emerging as a significant channel. In the context of consumer appliances, small cooking appliances are particularly well suited to e-commerce, as they are relatively small and do not require installation.
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This report originates from Passport, our Small Cooking Appliances research and analysis database.
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