In 2022, the small appliances industry saw decline as a sign of normalisation after the pandemic uptake when home-bound consumers stocked themselves with kitchen appliances and hygiene-related categories such as vacuum cleaners or air purifiers. However, small appliances that trade on industry trends such as health and wellness or multifunctionality or can distinguish themselves from competitors by premium features such as AI-enabled functions are expected to continue growing in the forecast per
This report comes in PPT.
Small appliances lagged behind major appliances in embracing new technology, specifically AI and automation, but this is slowly changing. Products such as vacuum cleaners, air treatment products and electric toothbrushes are seeing gradual tech innovation, including in connectivity and AI-enabled functions such as advanced object avoidance in robotic vacuum cleaners or motion sensors in electric toothbrushes. This is expected to be a key differentiator to drive product performance and premiumisation.
Urbanisation and the decreasing size of households, linked with the trend towards smaller living spaces, place greater importance on space saving and versatility. This is not entirely new for small appliances but is becoming a must rather than nice to have. The convenience of versatility and shrinking living spaces is manifesting in the growing popularity of products such as 2-in-1 mops and vacuum cleaners, multifunctional air purifiers, multicookers among rice cookers or food processors.
The pandemic has served as a catalyst for consumers to strengthen their focus on health and wellness. In small appliances, the focus on wellness and self-care continues to have an impact on consumers’ choices and is not decreasing in importance. Small appliances that trade on health credentials, germ-killing properties or air cleaning, such as air fryers, air purifiers or vacuum cleaners, benefit from this trend.
Ecosystems and partnerships that go beyond offering one product to a net of services or products are more advanced in major appliances, but small appliances offer an opportunity. For instance, we see a growing net of partnerships between recipe providers and manufacturers, as many have recognised the mutual benefit for expanding revenue and for working towards smart kitchens.
Despite the cost-of-living crisis, consumers are willing to spend on premium products, if they view them as bringing them increased personalisation or a premium experience. From the ability to choose unique designs, to having various attachments fulfilling specific needs, for instance in vacuum cleaners for pet owners or hair appliances tailored to specific hair needs, the small appliances industry offers many opportunities for brands to capitalise on this trend.
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.See All of Our Definitions
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