Small Cooking Appliances in the US

PROSPECTS

Smaller households and a desire to save time drive demand for multifunctional appliances

US households, especially those consisting of millennials and younger persons, are getting smaller. Between 2012 and 2017, the numbers of single-person households and households occupied by couples with no children grew significantly.

Gourmet coffee cravings lead consumers to more-premium brewers

A flood of gourmet options in coffee shops, restaurants and stores has influenced Americans to brew better-tasting coffee in their homes as well. A move towards higher-quality standard coffee machines led to consecutive unit price growth in 2017 and 2018.

Innovative small cooking appliances reach larger families

Manufacturers looking to expand sales of some of the best-selling new small cooking appliances are beginning to target family-orientated consumers. Larger models of air fryers and rice cookers are appearing in retailers, allowing more families to take part in the new cooking trends.

COMPETITIVE LANDSCAPE

Social media fanfare helps brands sustain success

Social media has played a big role in the success of some of the category’s most popular products. Instant Pot, for example, has attracted dedicated fans and new customers by supporting online communities where users can share their favourite recipes and cooking tips.

Smart technology begins to show its value for small cooking appliances

Smart cooking appliances are gaining a lot of attention, as manufacturers claim their technologies take convenience and time-saving to unprecedented levels. Smart models have been produced by traditional appliance manufacturers, such as GE Appliances and Vorwerk, but some of the most impressive new products have been released by new entrants into the category.

Internet publicity and retailing expand their influence in the category yet again

US consumers have grown to expect deals on popular small cooking appliances during Black Friday, Cyber Monday and other shopping holidays. Major retailers offer deep discounts, both in-store and online, often catching the attention of internet newsletters that then write about good deals on trendy small cooking appliances.

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