While retail volume sales of small cooking appliances are set to stagnate overall in 2021, these products are well suited to ongoing remote work routines and general at-home lifestyles. For example, Keurig Dr Pepper continues to record double-digit retail volume growth in hard pods, despite pre-pandemic forecasts that these appliances were a declining trend due to their non-recyclable single-serve disposable pods and consumers' growing preference for higher quality made-at-home coffee.
Two small cooking appliances that saw outstanding sales growth in 2020, air fryers (under light fryers) and breadmakers, are expected to record a subsequent slowdown and decline respectively, in retail volume sales terms in 2021. The early popularity of breadmakers during the pandemic may have been more of a united commitment to using extra time in quarantine wisely and participating in a wholesome trend, than sustained interest in preparing bread at home, especially since many consumers are now looking to implement a healthier diet following excess consumption during home seclusion.
While many Americans are eating out and ordering home delivery (13% of millennials and 2.5% of baby boomers report ordering delivery daily according to Euromonitor International’s Voice of Consumer: Consumer Lifestyle Survey 2021), the percentage of Americans that cook daily is much greater with over 30% of millennials and 35% of baby boomers cooking daily according to the same survey.
During the pandemic, appliances such as air fryers and breadmakers experienced tremendous growth. However, more sustainable adaption to competing with fashionable appliances is incorporating the function as a feature, as Instant Pot did with its 11-in-1 Instant Pot Duo Crisp + Air Fryer, which is marketed as an Instant Pot that air fries, but also pressure cooks, slow cooks, steams, sautés, warms, roasts, bakes, broils, sous vide, and dehydrates.
For consumers with a sustained interest in properly preparing high-quality beverages and meals, investing in premium small cooking appliances is a necessity. With many Americans continuing to work from home and generating stronger interest in the correct preparation of espresso coffee, many have invested in espresso machines with sales continuing to grow into 2021.
With pandemic-induced interest in the need to cook more at home, demand for meal kits has increased in the US. Start-up Tovala is combining the convenience of meal kits with a smart oven that reduces time and effort for the consumer.
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Small Cooking Appliances
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