Given the strong extent to which several categories such as fryers, electric grills and espresso coffee machines experienced volume sales growth in 2020, these areas are showing a decline in 2021, leading to an overall marginal volume sales decrease in small cooking appliances. In 2020, small cooking appliances posted a stronger drop in retail volume terms, as well as a marginal current value decline, attributed to falling demand during lockdown as a result of the pandemic.
Breadmakers continues to register excellent growth in Spain, albeit from a low sales base, as a number of people are inspired by the ongoing cooking competitions in the country, leading to them not only cooking more often, but also making their own bread. Growing price-sensitivity has benefited private label players such as Lidl, which has experienced a continued increase in demand for its breadmakers.
While demand for hard pod coffee machines continues to dwindle in 2021 after a significant decline in 2020, the more positive performance of soft pod coffee machines is benefiting Philips Electrónica de Consumo SA, which dominates the category, due to the home seclusion trend and the closure of foodservice outlets in both 2020 and early in 2021. Nevertheless, the highly fragmented competitive landscape of breadmakers is seeing all major players record double-digit volume sales growth in line with this category’s performance in 2021 as baking one’s own bread at home during the pandemic has become a major trend.
The recovery of foodservice and public socialising in the country is set to have a negative effect on sales dynamics in this category, as more consumers will prefer to eat out and drink coffee in the on-trade, or order in food at home. Also, Spaniards increasingly favour multifunctional appliances, and small cooking appliances do not answer to this requirement, which could lead to fewer sales for the category over the forecast period.
The economic recession and high unemployment levels brought about by the pandemic are reshaping consumers’ habits in the country, resulting in cocooning amongst many Spaniards heading into the forecast period. Consumers are therefore likely to spend greater leisure time at home and continue to cook for themselves to save money, rather than eat out.
While unlikely to repeat its impressive performances of 2020 and 2021 when consumers took to baking their own bread amid lockdown, breadmakers is still predicted to record the highest retail volume and value growth over the forecast period. The increasing interest in these appliances is likely to drive further innovation and product development amongst players, and help to drive up the average unit price.
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Understand the latest market trends and future growth opportunities for the Small Cooking Appliances industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Small Cooking Appliances
This report originates from Passport, our Small Cooking Appliances research and analysis database.
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