As witnessed within food preparation appliances, the pandemic-induced lockdown which resulted in the closure of foodservice outlets and working from home policies, drove greater demand for a number of small cooking appliances, as consumers had longer time to dedicate to preparing and cooking meals from scratch. Nevertheless, overall, the category continued to experience declining demand, with a number of small cooking appliances such as rice cookers, slow cookers and electric steamers increasingly perceived to be unnecessary items to have in the kitchen, as they are only used for specific occasions.
While the high penetration rate of standard coffee machines has resulted in declining demand for filter coffee machines, further demand was noted for both espresso coffee machines, and hard pod coffee machines in 2020, driven by the home café trend during lockdown. With consumers unable to relax in horeca outlets during the lockdown, they attempted to recreate the café culture at home, indulging in more specialist options, whilst the increasing demand for coffee mills highlighted greater interest in fresh coffee with the latter recording double-digit retail volume growth in 2020, driven by both fresh coffee beans and fresh ground coffee pods.
The competitive landscape of small cooking appliances remained fairly consolidated amongst two leading players; Koninklijke Philips Electronics and Groupe SEB Nederland BV (Tefal). Both Philips and Tefal hold established positions in the Netherlands, and are perceived as offering good quality products.
Overall, small cooking appliances is predicted to continue on its low declining trend over the forecast period, with many of these products deemed non-essential to consumers’ kitchens, due to taking up significant amounts of storage space when they are not required on a daily basis. Compared to an upturn in demand during the lockdown, breadmakers will be a victim of this trend, as consumers gradually return to their daily routines, with breadmaking more likely to return to a weekend activity.
While hard pod coffee machines benefited from the home seclusion trend in 2020, the greater likelihood of consumers returning to horeca outlets to enjoy a freshly-brewed coffee prepared by a barista driven by the desire for small indulgences after the restrictive environment due to the pandemic, is predicted to see declining demand from 2022 onwards, while the more expensive espresso coffee machines is set to experience further growth. Demand for the latter is likely to be driven by the number of employees who may continue to work from home as part of the new normal, while concerns over the sustainability of pods, with younger generations of Dutch consumers becoming more aware of environmental issues, will result in pod coffee machines struggling to maintain the more dynamic demand of the review period.
E-commerce continued to gain notable volume share from store-based specialist retailers in 2020. However, while home delivery during the pandemic was extremely appealing to cautious consumers, the distribution channel is likely to continue to gain ground over the forecast period, as it offers a wide range of small cooking appliances at competitive prices, with many consumers attracted to special promotional deals to be found online, while appreciating that they can quickly run product and price comparisons between sites, and read user reviews before making a purchasing decision.
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Understand the latest market trends and future growth opportunities for the Small Cooking Appliances industry in Netherlands 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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